According to research conducted by AVIXA (the Audiovisual and Integrated Experience Association), the government and military vertical is predicted to grow globally from $5.2 billion in 2017 to $7.1 billion in 2022 at a compound annual growth rate (CAGR) of 6.6%. A closer look at the growth in this market reveals a series of trends that should be noteworthy to eager solution providers seeking lucrative opportunities.
- Command and control in high demand—This is probably the biggest opportunity. Grand View Research says the global command-and-control systems market is anticipated to reach nearly $20 billion by 2025. Common applications include military, law enforcement and anywhere emergency response is needed. As you’d expect, command-and-control rooms require some specialized knowledge due to the numerous sources of incoming information. To succeed here, you’ll need considerable expertise in networking and integrations. Video walls, individual displays, speakers, and networking are just a few of the products you can sell on top of the professional services required to make these installs a reality.
- Pro AV finds its way into courtrooms—While it wouldn’t be the first niche to spring to mind, court applications for pro AV are in increasing demand. Attorneys and judges have become comfortable with leveraging technologies such as videoconferencing to interview defendants, suspects and witnesses. Prisoners historically transported from the prison/jail for arraignment can now have their arraignment without the transportation and security costs. Technologies sold include 1080p video, microphones (ceiling array, table, handheld) and networking.
- Highlight security—Regardless of the application within government, your customers will want to know that the solution addresses today’s security concerns. Solid network security and segmentation, ensuring that integrated systems are secured and physical security (cameras and access control) will keep information away from people not authorized to access it.
- Highlight proven, reliable technology—Unlike the private sector where customers are more apt to adopt cutting-edge solutions to achieve a swift and considerable ROI, the government is more concerned with fiscal responsibility. As such, taxpayer money is typically spent on established technologies and solutions designed to emphasize reliability and security. You’ll be better off promoting proven technology.
- Focus on regions prone to natural disasters—While public sector opportunities exist in your backyard, you might be better off focusing on regions that have been, or could be, victim to natural disasters such as flooding, hurricanes and wildfires. Recent disasters and their subsequent relief efforts have put a spotlight on the critical need for public safety officials to observe, coordinate and communicate.
To increase your odds of success in this space, get specialized and find your niche. An AV generalist won’t have the expertise needed to win in this space. Also, get acquainted with architects and contractors catering to these markets as they’re increasingly involved in the IT implementations. Finally, find a partner with government clout such as a vendor or Ingram Micro who can help you get your foot in the door. Contact Tom Jones for assistance and begin your government AV efforts.