Latin America. Multimedia Corporativa, an integrator of digital signage and audiovisual solutions, shared with us a summary of his individual experience, since he proposed to enter the security industry since the middle of last year, when he noticed that it was a niche where he could offer and participate in projects.
There are extensive needs in the security sector that are highly related to digital signage and the implementation of technologies typical of the audiovisual industry. This was what Luis Cadena, business development at Corporate Multimedia, noticed when he participated as an exhibitor at Expo Seguridad México in June 2022, thanks to the fact that he received a courtesy stand, as part of the benefits of being part of ConsorcioTec.
But now, that a little over 9 months have passed, what was an initial enthusiasm to find potential clients, has become a particular reflection on how complex it is to enter a new industry, but how striking it is due to the large numbers that promotes security and the possibility of expanding the portfolio.
Regarding the participation as exhibitors at Expo Seguridad México 2022, Luis commented: “We are very happy, because we really had not seen an Expo with such an influx of people. The issue of security seems key to me at this time because it is a relevant issue for many verticals, in the sense that at the country level we have many needs. It is worth emphasizing that at the end of the day those links we made did not become customers, sales were not achieved, although good penetration was achieved, it was a good approach”.
In general, from this experience there are several points that Multimedia Corporativa stands out from the security industry. First, “competitors are very knowledgeable about the industry, and end users are very specific about what they are looking for”; as second, it has in the panorama the possibility of offering products and services to the airports directly.
Thirdly, "the importance of having a broad portfolio of products to satisfy different needs is highlighted" an issue that means that although the specialty of this company was digital signage, since it is also found in the tenders of other companies "We are becoming experts in more things, understanding that the market and the client sometimes do not want to deal with three or four different suppliers for the same project."
This journey of venturing into a different industry, perhaps with high expectations due to the high number of Leads he had at ExpoSeguridad, but which later did not materialize in real sales, Luis Cadena concludes that the security industry is highly relevant, for him it is Of course, many millions are being sold, part of which is going to the government, but it is still an attractive market for new players who, like him, want to be part of it.
Additionally, business development made a specific criticism, and it is that for him the local client who wants an electronic security solution, and who cannot buy from the manufacturer, is not very educated, due to two situations, on the one hand, the preference of solutions due to their cost, although in the medium and long term the one that was "more expensive" due to quality is more economical, likewise, because they are not familiar with the 'proof of concept'.
“Let's try, let's do a proof of concept. We let it run for a month or two months and if in that time as a customer you consider that you need it, you will be sure to make the purchase. I hope to hear that they're up for that, but sometimes they don't even give you that opportunity, because they think they're going to waste your time. I understand that there are times, due to contractual issues, they require the signature in less than one or two months, although it becomes somewhat difficult, it is not impossible”.
Work has not been lacking, Multimedia Corporativa has clients in Mexico City, but also others from Tijuana to Cancun. In addition, it has sister companies in Colombia with engineering in Peru and has had the opportunity to carry out projects in Chile, Venezuela and Puerto Rico, among other Latin American countries.
Finally, Luis indicated that he would like to attend Expo Seguridad again, but if it happened this time, he would do it as a visitor, because with his company they are planning and paying for their participation in the Tecnomutimedia event, an event for the AV industry, which is in the one that takes the longest.
