Commercial Integrator + Security Sales Sept/Oct 2023 - 76

SSI
EXCLUSIVE! EXECUTIVE INTERVIEW
i-PRO
Prioritizes
PRODUCTS
& PARTNERING
A little lost during the pandemic was rebranding
of the long-ballyhooed Panasonic name to i-PRO
for the video security surveillance, public safety
and medical imaging markets. Execs explain
how channel strategy has been revamped amid
a flood of new products.
By Scott Goldfine
WHOEVER COINED THE PHRASE " you
can't teach an old dog new tricks " would
have likely rethought it after encountering
i-PRO. A 2019 spinoff from storied Japanese
electronics giant Panasonic, which
was founded 100 years prior, i-PRO has
been shedding and shattering constraints
that had come to hinder the diversified
company's U.S. security and surveillance
business, while continuing to honor and
leverage its parent's powerful legacy and
deep resources.
After many years being renowned
as a pioneer and leader in ruggedized
and highly reliable commercial CCTV
cameras and systems, Panasonic saw
its market share erode as its entrenched
analog-based technologies lost ground to
networked IP-based video surveillance
devices and related solutions. Suddenly,
the security market was moving faster
than the former trendsetting manufacturer
could manage. On top of that, shifting
to an end user-focused, vertical markets
sales model proved ill-advised, alienating
many integrators, and further hamstringing
the company.
Shown (l-r) are Masato Nakao,
i-PRO representative director,
chairman of the board and
CEO, and Bill Brennan, i-PRO
Americas president.
76 Commercial Integrator+Security Sales & Integration | Sept/Oct 2023
MICHAEL CARR PHOTOGRAPHY

Commercial Integrator + Security Sales Sept/Oct 2023

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