Genetec Exec: Security at a “Huge Turning Point”

“We’re living through a pivotal moment,” declared Andrew Elvish, VP of Marketing at Genetec, during a recent interview, “I truly believe we’ll look back on this period as a major turning point for the security industry.”

Genetec is making waves with its newly unveiled Cloudlink 210, a device that consolidates video, access control, intrusion detection, and audio onto a single, streamlined Linux-based platform. This marks a departure from older systems that relied on bulky Windows-based machines with dedicated monitors. The beauty of Cloudlink 210 lies in its “headless” design, connecting directly to the cloud for effortless remote management.

“This is the industry’s first true multi-workload device,” Elvish emphasized. “It handles VMS, access control, intrusion, and audio, all on a single on-premises device. And because it’s headless, once it’s plugged in, it seamlessly connects and integrates into your Genetec system, ready to be managed from the cloud.”

Addressing cybersecurity concerns

Cybersecurity is top of mind these days, and Cloudlink 210 tackles those concerns head-on with dual network interface cards. This innovative feature, dubbed the “cyber shield” by Genetec, effectively isolates potentially vulnerable cameras from the broader network.

“Imagine you have a group of cameras that raise cybersecurity red flags,” Elvish explained. “You can essentially ringfence them, allowing them to communicate solely with the Cloudlink, preventing any contact with the outside world.”

This approach provides a practical solution for organizations that want to leverage existing equipment while bolstering their security posture. “Data can’t be called out, and nothing can come in,” Elvish noted, highlighting the airtight security of the isolated camera network.

Integration focus

The development of the Cloudlink 210 reflects a broader shift in the industry, with IT departments taking the lead in security purchasing decisions, according to Elvish. Genetec’s recent industry report confirms this trend: “Channel partners indicated that IT teams are spearheading physical security purchases in over 52% of deals.”

This transition is reshaping the role of security integrators, who are increasingly adopting an IT-centric approach.

“We’re seeing a heightened emphasis on cybersecurity, and our channel partners are heavily focused on cloud and hybrid cloud deployments,” Elvish observed.

The hybrid approach resonates with end users who “don’t want to discard existing investments,” he explained. “They want to leverage the cloud without completely overhauling their current infrastructure.”

Target markets

Genetec sees significant potential for the Cloudlink 210 in key sectors like finance, retail, quick-service restaurants, and property management.

The technology is particularly well-suited for organizations that manage diverse camera ecosystems. “They often have a mix of older cameras, perhaps five, six, or even seven years old, that are still functional and that they’re reluctant to replace,” Elvish explained. “The brilliance of this device is that it allows you to integrate those legacy devices, making them accessible via the cloud.”

Elvish stressed that adoption isn’t solely dependent on deployment size. “It could be anything from a coffee shop chain with small, five-camera, two-door systems to a large-scale retailer,” he noted.

Cloudlink’s emphasis on ease of deployment translates to reduced installation costs. “With this device, all you need is someone to plug in the Ethernet cord, and it automatically integrates into the system, allowing you to provision cameras with ease,” Elvish said. “It’s a huge time saver.”

Genetec’s design philosophy centers on “ease” rather than mere simplicity. “Our goal is to create devices that can be seamlessly integrated, connected, and utilized with existing network devices almost instantly,” he said.

Integrator evolution

Beyond product innovation, Elvish shed light on the evolving landscape of security integrators, drawing a distinction between “price setters” and “price takers.”

“We’re seeing a trend where manufacturers treat integrators as price takers,” Elvish said. “This means integrators are essentially handed pre-negotiated deals and asked to handle the paperwork and installation.”

Elvish argues that this approach “creates a commodified environment where competition is solely based on price.”

Genetec, on the other hand, is committed to partnering with integrators who deliver higher-value services. “We want to collaborate with price setters who bring added value and serve as true partners to end users, not just transactional intermediaries,” Elvish concluded.