11.27.24 – SSI Staff
SSI’s Monitoring Matters columnist breaks out his crystal ball to look ahead at what’s coming in the security industry.
We’ve already heard from Business Fitness columnist Paul Boucherle and 2024 SSI Industry Hall of Fame inductee Jeffrey Zwirn in our 2025 Security Industry Predictions series.
Now, it’s time for Monitoring Matters columnist Peter Giacalone, president of security industry consultant Giacalone Associates, LLC, to break out his crystal ball and look ahead to the the next 12 months or more in the security industry.
SSI: Without getting into any specific vendors or branded solutions, what technology category or solution area do you see as 2025’s ripest, most profitable growth opportunity for security dealers, installers and integrators? Explain your reasoning.
Peter Giacalone: I believe, based on the moves over the past few years and the current trajectory, that video solutions and specifically remote video monitoring will experience exponential growth. The combination of growing crime and types of crime committed along with the public’s view on how video surveillance at different levels serves in many aspects.
Depending on the circumstances, it is publicly stated where video surveillance systems and even cameras in a home deter, have aided in apprehension of criminals and stolen property and help convict these criminals. The public has engaged and, in some cases, chose video and cameras over traditional security systems.
SSI: These days, we’re all hearing a lot about the cloud migration, AI/machine learning, crime deterrence vs. crime reactiveness, etc. Which of these “hot topics” do you think is overplayed? Which ones do you think will truly transform the practice of security integration in the coming years?
Giacalone: I don’t think any of them are overplayed. What I believe is the term AI is overused and in most cases misleading. Most of what we see is not technically AI. Although some of these services have value, the public shouldn’t be misled.
I strongly believe and I have experienced where the use of AI-powered systems as in-home presence detection will be a meaningful force when it comes to comprehensive security and monitoring. I also see how conversational AI is bringing up service levels in monitoring centers as they support their base. This includes supporting remote video as a service and proving much more than eyes on screens.
SSI: On the business and operations side, which single factor (e.g., interest rates, talent-related issues, geopolitical stressors) poses the biggest challenge for security businesses right now? How can business owners mitigate their downside risk?
Giacalone: I still see talent acquisition as one of the largest factors. I believe the market has demonstrated that the rise in interest rates hasn’t indicated any major downturn in M&A or transaction valuations. The technology is getting more sophisticated and the proper talent is required.
We need more compelling programs to attract the proper talent. We also need more comprehensive training to transition the legacy talent to support the new technology.
SSI: What’s getting better about the security industry these days? What seems to be getting worse and worse?
Giacalone: So much is getting better. The technology, the new players, customer engagement, etc. Even the DIY solutions are improved to a point to where that has become viable competition in some channels. What has really gotten worse is what was stated above.: the ability of attracting the proper talent to support the systems and technology.
SSI: What’s liable to catch some security dealers, installers and integrators off guard in the coming year?
Giacalone: Possibly the continued acceptance and engagement with DIY solutions. Understanding that we have embarked on an era where hardware is no longer the driver. All consumers know is what is in their hand on their mobile applications. So, what we place in their control better be good, innovative and deliver on expectations.
SSI: What’s the single most pressing issue that professionals in the security industry should look to tackle right now?
Giacalone: Don’t let grass grow under their feet! Stay relevant and listen to the customers. Don’t only count on what worked in the past. I have been in this space for 46 years; consumers are so much smarter and informed than ever before. If professionals on every level of the ecosystem are not offering the best-in-class systems and services, they will be left behind.
SSI: Finish this sentence: 2025 will be remembered as the year that the security industry…
Giacalone: … finally realizes that it is not all about the hardware. The services and monitoring are what the consumers understand is the greatest value of what we all provide.
This includes and is most prevalent when it comes to video surveillance and the real and perceived value that remote video and video verification delivers. Combining this with great adoption of the AVS-01 Alarm Scoring Standard will be a driving force in the further adoption of presence detection and video verification.