Ava Security
17 Jun 2022
Summary is AI-generated, newsdesk-reviewed
  • Security buzzwords signify technology advancements and market evolution in the industry.
  • New buzzwords highlight the evolving concepts and technological shifts impacting security strategies.
  • Adapting to security buzzwords is crucial for aligning with market dynamics and technological progress.

Editor Introduction

The buzzwords in security provide a decent parallel to the technology advancements in our industry. Over the years, our language has evolved to encompass new concepts that have transformed our business. Buzzwords can sometimes be dismissed as overblown compared to the current state of the technology, or even as marketing hype. But the language we use to describe the industry’s technologies often reflect our changing marketplace. Sometimes the challenge is keeping up with the latest buzz. We asked this week’s Expert Panel Roundtable: What’s the new buzzword in security and how does it reflect the changing market?


There are many buzzwords in the security market, but one I think warrants additional consideration is the Open Platform. Products and services built on open platforms enable close collaboration and development of solutions between manufacturers and developers. An open platform can be as simple as an SDK (Software Development Kit) or API (Application Program Interface) that allows developers to connect into a vendor’s larger ecosystem of functions and capabilities. Unique capabilities can be added on an à la carte basis to solve distinct customer challenges. With AI-based security cameras, analytics plugins have been developed that pass detailed metadata to popular VMSs to trigger real-time alerts or aid in advanced forensic searches. Having a powerful AI camera do everything possible out of the box would be cost-prohibitive and wasteful if the functions weren’t used. Having SDKs and plugins enable a level of flexibility and customization that can precisely match customer requirements.

Garrett Helmer Ava Security

When it comes to video surveillance, ‘proactive security’ is at the forefront of our customers’ minds. They care about being equipped with the necessary information to act before an incident escalates. An effective and efficient way to achieve this goal is by deploying AI-powered video analytics. Historically, there have been valid concerns about video analytics producing false positives, but now, the technology has made rapid progress where it allows operators to respond to incidents in real time, stopping a problem from becoming a crisis. This precise data provides granular and actionable knowledge, ranging from configuring rules-based alerts that trigger notifications on anomalous behavior to license plate recognition technology. Proactive security is attainable, but it will also soon become the status quo in physical security, as it is smarter and simpler to mitigate risks proactively and not reactively. The age-old adage of ‘prevention is better than a cure’ applies to security too.

Andrew Elvish Genetec, Inc.

While not a new concept, the use of containerization is a recent development methodology in the physical security industry, and one that is likely to fundamentally change the way security software is developed, purchased, and consumed by end users. Containerisation allows organizations to choose applications from a portfolio of solutions stored in the cloud and run them on any device that supports containerization. Applications can be easily added as needs grow and updates can be made to specific software without affecting other programs. Containerized solutions can be quickly deployed by systems integrators to meet the changing needs of their customers, and access rights to applications can easily be tailored to operators’ job functions.


Editor Summary

‘Proactive security’ and ‘containerisation’ are two newly prominent buzzwords that mirror new trends in the market. ‘Open platform’ is an established term in the industry, but some still see it as a buzzword that, at times, overpromises the reality. Fortunately, systems are evolving in new ways to be more ‘open’ than ever. What the three buzzwords have in common is a pledge to deliver more value and flexibility to the market. In some respects, buzzwords are a promise, and the mission of technology innovation is to deliver on that promise.

Ava Security news

Mayflex Appoints Jack Foss To The Security Sales Team

Mayflex, the distributor of Converged IP Solutions, has appointed Jack Foss in the role of Account Manager for Converged Technology with an emphasis on IP Security. Jack Foss joins Mayflex from Eagle Eye Networks where he was the Southern Area Sales Manager, prior to that he worked in various sales and business development roles in technology companies.  Cloud-based technology Adam Herring, Director of Sales for Security at Mayflex commented, “We are delighted to welcome Jack to th...

Motorola Solutions Unveils New Avigilon Security Suite, Introduces Avigilon Alta Cloud And Avigilon Unity On-Premise

Motorola Solutions announces the new Avigilon physical security suite that provides secure, scalable and flexible video security and access control to organizations of all sizes around the world. The Avigilon security suite includes the cloud-native Avigilon Alta and on-premise Avigilon Unity solutions, each powered by advanced analytics and designed to provide an effortless user experience. Avigilon has been the capstone of Motorola Solutions’ Video Security & Access Control busine...

Mayflex Appoints Adam Herring As Director Of Sales For Security

February 2023, Mayflex, the distributor of Converged IP Solutions, has appointed Adam Herring in the role of Director of Sales for Security. Adam has extensive experience in the security industry having previously worked for Eagle Eye Networks since 2021 prior to that he worked for Hanwha Techwin Europe for over 6 years in various strategic sales and business development roles. Cloud experience  Ross McLetchie, Sales Director at Mayflex commented, “We are delighted to welcome Adam...