The most powerful group of decision-makers, financiers, executives and thought-leaders will be at SNG - will you?   • Deals are done.   • Valuable business intelligence is gleaned.   • Growth plans are developed and validated.   • Industry leaders and investors meet and share insights.

Bottom Line Business Reasons to Attend Securing New Ground
November 10-11, 2009
The Roosevelt Hotel, New York City

1. Industry thought leaders—Securing New Ground attendees and presenters are executives in security organizations that are shaping the industry, including integrators, manufacturers, dealers, consultants, distributors, and associations such as SIA. There's no other conference that provides high-level insight and perspective on current trends and future directions for the security industry—information you can immediately apply to your business.

2. Financial insights—Securing New Ground is unique in that it brings together security industry leaders and security industry investors and analysts. Almost one-fourth of attendees in 2008 were from the financial community. For years, one of the most anticipated presentations at the conference has been a discussion by active investors and lenders called "Follow the Money." This session has become a benchmark for industry financing, valuations, and investment trends. Read a summary of the 2008 Follow the Money panel in the Winter Securing New Ground newsletter.

3. High level networking—Nine out of ten conference attendees hold executive positions. Given the networking opportunities available over the day and a half of the conference, and the executive decision makers who attend, it's no surprise that, at Securing New Ground, deals get done.

Alarm dealers are NOT created equal. Senior executives from three dealers shared their strategies for profitability and competitive advantage at the November 2008 Securing New Ground conference. Panel members were:

Jim Callahan is Chief Operating Officer of Ackerman Security Systems. This Atlanta-based dealer went over $1 million in RMR in late 2008 and serves residential customers in Georgia and commercial customers in 42 states. He addressed five existing and emerging technologies he expects to lead to growth and profitability for dealers, especially in the current economic environment.

• Web-based alarm management—These technologies, which provide wireless communication paths, create additional RMR opportunities for dealers by collecting data from alarm panels and delivering it where customers want it; enhancing data with video; and providing valuable information (temperature, water level, power failure) end users can use to take action. "The more involved customers are with Web-based alarm management, the more they value the alarm provider."

• Video surveillance—"Dealers and manufacturers on the leading edge are the ones that are moving analog video users through digital to IP, but not all at once. IP converters allow customers to preserve their analog infrastructure investment and begin migrating slowly and economically to IP. Monitors with a full range of input options such as BNC Video, S Video, and VGA, are required to speed IP video adoption in this economic climate."

• Video analytics/Remote video monitoring—Key features are non-proprietary, universally networkable, and Web browser-based. "We need the ability to access from any LAN, WAN, or Ethernet and get on the Web without worrying about type of network." Callahan said more customers want high performance license plate recognition technology.

• Audio—Technologies of interest include enhancing existing IP cameras, interfacing with DVRs and other receiving devices using universally compatible migration paths, developing digital voice recording, and push-to-talk alarm communication with a monitoring station during alarm events.

• Access Control—Callahan singled out TCP/IP-based solutions to client servers, systems/products that accept direct CAT 5/6 TCP/IP converters, and Web-based/Plug and Play design (any computer, any time running a standard Web browser). "There are many choices and options. Some are over-hyped, but, with careful evaluation, you can find the right solution that will add to your RMR and sales revenue today."

Richard Ginsburg is President and CEO of Protection One, Lawrence, Kansas, the second largest pure play security monitoring company in the nation with monthly RMR of about $27 million.

Ginsburg talked about industry opportunities in challenging economic times. "I think the industry is in pretty good shape. Looking at historical data, we see that the industry didn't retract in past recessions, so it's pretty resilient." Actions Protection One is taking in the residential and commercial sectors to make money in tough economic times:

• Deploying different types of sensors to protect items located outside homes, such as air conditioners and motorcycles. "We've never done this before, but we want to proactively respond to the uptick in suburban crime."

• Alarming home medicine and liquor cabinets and providing notification monitoring. "When homes are robbed, the first place hit is often the medicine cabinet. Prescription medication abuse rises in a bad economy."

• Responding to increasing demand among retailers for CCTV to combat rising shoplifting rates. "Security Directors are spending more money in this area because video is more effective and less costly today."

• Offering companies a managed access control system that enables them to reduce guard hours and maintain security through remote monitoring. "Companies that cut down on guards to save money have more unauthorized building entry and more theft of data and assets."

• Selling more time and attendance management integrated with access control, CCTV, and burglary to help companies combat increasing employee theft. "With cuts in wages and benefits, employees can get upset with their employer and theft goes up. These and other products work well in times like these."

"I don't believe that the alarm industry is recession resistant," concluded Ginsburg. "We have the same issues as other industries—higher attrition, tightening accounts receivables, and increasing inflationary pressures. But I feel strongly that our industry is recession resilient. We sell a product that's needed, especially in economic downturns. A well-managed, focused alarm company that's prepared and has a good attitude can navigate through this time and prosper."

Louis Stilp, Founder, President, and CEO of InGrid, described InGrid's unique business model and how that model is designed to attract more buyers and generate higher returns on invested capital. He stated that the traditional security dealer model works well, with impressive businesses built around a single distribution channel generating over 20 million customers. "But, compared to other industries that have recurring revenue, like telecommunications," noted Stilp, "security grows more slowly. There are opportunities for faster growth. We think the potential residential security market is 40 million customers and $14 billion in annual revenue. But, to reach more customers, we have to sell differently.

"Instead of restricting potential customers to those with certain incomes, home values, and credit scores," continued Stilp, "let's remove those restrictions and give people more reasons to buy security and associated services like other industries have done. Cell phones once only allowed users to make and receive calls. Now they offer a host of benefits. The InGrid system enables buyers to protect much more of their house with more sensors. More touch points generate more customer engagement with their system and more engagement generates greater loyalty to the product."

Stilp says this model enables more capital efficient investment and distribution. "In the traditional security model, a company like Brink's spends $1,100 per subscriber acquisition and generates $22 a month in operating cash flow. With a typical 7 percent churn rate, that's an IRR of 23 percent. If that churn rate is 24 percent, the IRR drops to zero. Appalling? Actually that's the churn rate for many large telecommunications companies."

"But look what happens in our model," he noted. "To attract more customers, we market self-install systems on the Web directly to them. If we can reduce customer acquisition costs to $400, which we're close to doing, and retain the $22 monthly cash flow, our IRR is 68 percent with a 7 percent churn rate and 60 percent with a 24 percent rate. If you're spending less upfront on acquisition, you become more tolerant of churn and more willing to go after wider variety of customers. This works every day in telecommunications."

Reach the Industry's Key Decision-Makers:
Securing New Ground Sponsorship Packages

There is no year when your company can afford to be inefficient with its marketing dollars, but, in this tough economy, your budget may be stretched to the limit. You want to be certain that, when you commit dollars, they deliver a strong, immediate ROI. A Securing New Ground sponsorship package provides that ROI—especially if you become a Platinum or Gold sponsor by April 30, 2009, and take advantage of the 10% discount available through that date.

High-level audience
If it's true that we're known by the company we keep, Securing New Ground provides excellent company for your brand. As a Securing New Ground sponsor, you'll get widespread exposure before, during, and after the conference to high-level thought leaders and decision makers who are shaping the security industry and investors who are following the industry. In 2008, 95 percent of attendees held executive management positions in such top-tier companies as:

2008 attendees came from virtually every segment of the security industry, as well as the investment markets.

Minimal time, maximum value
Time is money, so Securing New Ground packs an agenda full of valuable information and the best networking opportunity in the industry into a one day-and-a-half conference. This efficiency is a key reason why senior executives choose to attend this conference over many others.

More recognition per marketing dollar
In addition to exposure at the Securing New Ground conference in November, sponsors receive widespread exposure in the security industry throughout the year—which translates into more recognition for your brand per dollar than other forms of marketing. For example:

• Platinum sponsors are recognized in the Securing New Ground E-Newsletter, which is sent four times a year to an estimated 11,000 subscribers.

• Platinum and Gold sponsors receive year-round visibility in SDM and Security Magazines, which have a combined print circulation of over 60,000.

• Platinum, Gold, and Silver sponsor logos are included in the conference marketing brochure, which is mailed to 20,000 finance and industry leaders and distributed at select trade shows, including ASIS and ISC East.

Read the full benefits of all three Securing New Ground sponsorship packages.
2009 Application and Contract for Sponsorship.

For more information, contact Becky Reed at 440-285-4444 or becky@sjandco.com.

The Business Conference for Security Executives
Meet the Leading CSOs at Their Conference

The Third Annual Security 500 Conference, sponsored by Security Magazine, will be held once again in conjunction with Securing New Ground, on Wednesday, November 11, 2009, at the Roosevelt Hotel in New York City. This unique one-day educational program focuses on critical business and management issues facing end user security executives in industry, government, and commercial enterprises. Conference presentations are made by top security executives from the Security 500, North America's leading security organizations.

The program is interactive and informative, bringing attendees and presenters together to share strategies, solutions, and challenges on enterprise security issues and organizational leadership practices. No sales pitches here. Breakfast, lunch, breaks, and an afternoon cocktail reception are designed to give everyone extensive networking opportunities. Certificates of Completion are available for CPE credits.

A highlight of the conference is the presentation of the Third Annual Security 500 Report and Top 10 Trends driving security's best leaders and their organization's performance. The report provides detailed analysis of vertical markets, including peer company rankings, profiles of top security executives, and ROI metrics. Conference attendees will receive an electronic copy of the full 2009 Security 500 Report.

The value of attending the Security 500 Conference is best described by past attendees. Here's a sampling.

For more information about the 2009 Security 500 Conference and sponsorship opportunities, visit www.sec500.com. Securing New Ground sponsors save 10% on a Security 500 sponsorship package.

ID Management:
A Holistic View to the Future

In the Identity Management industry, much has been said about the convergence between IT and physical security. Previously distinct systems are converging on standard platforms, applications, and infrastructures—and the benefits, such as reduced operational costs and increased compliance, are becoming clear.

The most significant payoff, however, will come when that convergence is woven into a broader, more comprehensive, view. Successful security integrators of the future will take a holistic approach; breaking down the silos not only between physical security, information security, and IT systems, but also between building information systems and business applications, allowing systems to work even more collaboratively and efficiently.

"We see the market looking for single-source providers to deliver comprehensive solutions spanning planning and consulting, enterprise technology, implementation, and service," says Lisa Roy, Johnson Controls Global Vice President and General Manager, Security & Fire Safety.

As a result, best practices are emerging for identity management allowing users to manage a single credential that propagates across physical security, logical (IT) security, and business (ERP) systems enhancing accuracy and reducing costs.

For sophisticated systems integrators who can provide this level of expertise, the market could more than double over the next five years. Johnson Controls is perfectly positioned to deliver. "We're not just a security integrator," says Roy. "We use technology to better business outcomes." With 500 locations around the world, and a great deal of business in the HVAC and building controls space, Roy said Johnson Controls is well positioned to help existing and new customers to integrate security systems with their building information systems.

Call it Convergence 2.0, the next generation of ID Management integration, where opportunities exist for those who can deliver a holistic solution.

For more information visit Johnson Controls at www.johnsoncontrols.com/security or contact Lisa Roy at lisa.d.roy@jci.com.