Page 44 - Security Today, September/October 2024

DEALER STRATEGIES
PRODUCT DISTRIBUTION
Getting Involved
With Customers
BSy Brent Dirks
ecurity Data Supply started small. Found- ed by Ron Broussard in 2001, it began as a distributor in Mandeville, Louisiana with a single location. Instead of driving 24 miles across Lake Ponchatrain to pick up products
about security with a security panel, horn, and siren.” he said “But now users are looking for more home home automation along with security in a single hub. So instead of just secu- rity, you can automate lighting control, locking the doors, AC, and more in a single product. Some commercial users are even wanting to go that route and automate multiple systems.”
Wireless technology has also taken big step forward, Ca- pulli said, making it a strong choice for both residential and some commercial spaces.
“Manufacturers have become better and better at wireless devices so that the technology can now can move into the com- mercial space and reduce installation times and provide cost effective installation of security systems within commercial applications as well as residential. In commercial applications, wireless technology can strongly reduce installation time.”
Previously, trying to use wireless in large buildings was diffi- cult, but Capulli mentioned that specific products like PowerG from Qolsys has made that much easier.
Cloud-based services are also reaching a tipping point for users, Capulli said, and will be a major part of the industry in the years to come.
“For a long time, people were wary of cloud-based servic- es,” he said. “They thought they didn’t have control and want- ed everything on their premises. But customers are finally real- izing all the benefits of cloud computing for video and access control, and that will only continue to grow as the technology gets even better.”
Another trend to watch, according to Capulli, is AI tech- nology in security applications.
“I think AI is going to be the lead in terms of how we inter- act with things,” he said. “It will be less and less hands on and more and more automated intelligence whether it be through geofencing or understanding voice control. People don’t realize that the number one technology sold today is voice. Eventu- ally, a commercial user will be able to access their system with a simple voice command. A voice command paired with a prox- imity card or something else to provide dual authentication can truly be something powerful.”
And the business always continue for Security Data Supply. After our discussion, Capulli was jumping to
a new task. SDS recently acquired Arlenco
Distribution, a wholesale distributor of low-
voltage solutions based in Utah.
Brent Dirks is the editor of Security Today and Campus Security Today magazine.
in New Orleans, Brossard saw the opportunity to give custom- ers an easier opportunity to make a purchase.
Now, almost 25 years later, you can find locations all over the United States—from Portland, Oregon to Norfolk, Virgin- ia and everywhere in between. Currently, there are 20 locations, and Chief Operating Officer Mike Capulli says that the com- pany is looking to add two or three additional locations before the end of 2024.
While it originally began as a distributor, the company now uses a franchise model so each location has an independent owner.
“The advantage to our customer is at every location, the customer is dealing with an owner,” Capulli said. “So there’s a high level of service. A lot of our owners are long-time industry professionals that saw an opportunity to own their own busi- ness. And when somebody walks in the door, there’s no prob- lem making decisions because they’re dealing with owners at every location.
“With the franchise model, we feel a that the customers are re- ceiving a very high level of service a level of care. Getting involved with the customers, I call it getting inside their DNA. We want to know the customer well and provide exactly what they need.”
Capulli has more than 40 years of experience in the security industry with a number of big names like DSC and Tyco and was convinced to join SDS by Broussard in 2018.
Security Data Supply works with a wide variety of manu- facturers like Bosch, HID, Honeywell Fire, DSC, NICE, Digi- tal Watchdog, and many more.
No matter the current economic environment, Capulli said the security industry is strong and resilient.
“If the residential markets go down, the commercial side of the business goes up,” he said. “And if there’s a recession and increase in crime, the residential market increases their se- curity. We’re very heavy in the fire business, which is a very re- quired and mandated section of our industry. The CCTV area of security is always expanding because it’s becoming more af- fordable day in day out, and more residential users are putting video surveillance in their homes.”
In the residential area, Capulli says there is a significant shift.
“Previously, residential users were only usually concerned
DS14 SEPTEMBER/OCTOBER 2024 | DEALER STRATEGIES TODAY