LG: We’re back in the USA security market
LINCOLNSHIRE, Ill.—LG Electronics in August announced that it is bringing its security products to the United States and is launching a new line of cameras and DVRs.
This is not LG’s first venture into the security industry. In March 2011, after parting ways with Samsung, GVI Security partnered with LG to distribute LG’s video surveillance products. GVI Security went out of business several months later.
“That was more dipping our toe in the water,” John Taylor, VP for LG Electronics USA, told Security Systems News, sister publication of Security Director News. “This is much more of a full-fledged launch, with a strong commitment to bring new products online, and we’re partnered with Observint Technologies.”
LG Electronics’ move into the U.S. market is backed by investor Observint Technologies, which is owned by The Carlyle Group. Formed in 2006 with the goal of acquiring security-focused companies, Observint acquired Supercircuits that year. It also owns Security Cameras Direct, DIGIOP and SC Technologies.
Taylor noted that LG has been a player in the security and surveillance market around the world “for more than a dozen years. We think now is the right time to make a foray into the U.S.,” he said.
The company plans to add more products to the 14 that are now available.
George Farley of Observint Technologies told SSN: "Initially, we have launched the LG product line through Supercircuits and Security Cameras Direct, and through their respective dealer networks. We'll be working with LG to build a distribution network and network of manufacturer reps to support the product across the country."
Expertise that Observint can offer LG includes operations, forward and reverse logistics, marketing support and U.S.-based technical support.
In selecting products for the United States, Observint can help LG understand the preferred form factors, features and capabilities. For example, "lighting conditions vary around the world and the technology can be optimized for this market," Farley said, noting that North American installers have certain expectations for the installation and useability of video surveillance products.
Taylor said he expects that LG will be well received by North American integrators. “They may have an LG cellphone, an LG refrigerator in their kitchen. They’re familiar with the brand [and our reputation for] innovation, reliability and quality. … The technology plus our brand recognition combined with the strong partnership with Observint will be attractive [to integrators],” he said.
The line includes the LG Wireless HD Network IP Cube camera, a turnkey solution for day/night indoor surveillance. It has 720-pixel resolution at up to 30 frames per second, and an Android or iPhone application for remote viewing and monitoring.
Other new cameras for the U.S. market include 1.3- and 3.0-megapixel IP box cameras, weather- and vandal-resistant dome cameras, and eight- and 16-channel embedded hybrid DVRs, available in standard- and high-resolution recording modes. They are Android and iPhone compatible.
The products are ONVIF and PSIA compliant.
"This is just the first step,” Farley said. “In September we'll introduce more IP cameras and embedded DVRs. ... We'll double the lineup from now through the end of 2012."
"Time will tell," he said, whether the LG portfolio will extend beyond video surveillance into other security products.