FOR MARKETING PERSEPCTIVE -- NOV 18<\/p>\n
Security and related devices central in our lives<\/p>\n
Burhanuddin Abe
\nContributor
\nJakarta<\/p>\n
The horrors of last year's bombings in Bali, followed by the
\nJW Marriot Hotel blast in Jakarta a few months ago, have
\ndrastically changed our perception on security.<\/p>\n
These events serve as examples that security has indeed become
\na luxury item and is now a top priority for everyone.<\/p>\n
Terrorists and terrorism are real threats in our daily lives
\nmore than ever. Often existing elusively, like unbeatable ghosts,
\nthey even defy efforts to precisely define them. No less than
\nUnited States President George W. Bush has consistently warned
\nthe world about these ruthless enemies of the human race. His and
\nother leaders' warnings on this matter have turned into our daily
\nmantra.<\/p>\n
With the heightened fear, many people, especially the VIPs,
\nhave resorted to various sophisticated security equipment, in
\naddition to bodyguards, for protection. Even entering places like
\nhotels, malls and certain offices is becoming more tedious, with
\nthe presence of safety equipment like metal detectors that only
\nused to be found at airports. Strict vehicle inspections at these
\nplaces is now also commonplace.<\/p>\n
The demand for security equipment is also high in Indonesia's
\nmajor cities, like Jakarta, Surabaya, Bandung, Medan, Semarang
\nand other provincial capitals.<\/p>\n
\"In these terrifying times, it is understandable that people
\nneed to protect themselves. Security equipment and systems are
\nsome of the ways to anticipate any kind of scenario, even the
\nworst,\" said Baidlowi, marketing and operations director of PT
\nAsa Karya Multiguna.<\/p>\n
The company, located at the Grand Wijaya Center in South
\nJakarta, is one of the major distributors of security systems and
\nequipment. Compared with about six or seven years ago, when its
\nsales figures were just average with clients like the country's
\narmed forces and the police or some other governmental
\ninstitutions, today, with orders from private companies and even
\nindividuals, the company sales have skyrocketed.<\/p>\n
He said the best sellers were the hand-held metal detectors,
\nas they are easy to use and not harmful to humans, animals or
\nplants. The mirror-like devices for vehicle inspections are also
\nselling well.<\/p>\n
Other security items in high demand are bullet-proof vests,
\n9mm handguns that use rubber bullets and walk-through metal
\ndetectors. This last item, costing between Rp 37 million and Rp
\n40 million (about US$4,700) , used to be found only at airports
\nand seaports but is now standard equipment at numerous banks,
\nsports stadiums, hospitals, hotels, courts and government
\noffices.<\/p>\n
Sales of security equipment, compared to last year, have gone
\nup worldwide about 9 percent, as reported by the American Society
\nfor Industrial Security. The investigation and IT security
\nsectors have enjoyed the largest portion of these sales.<\/p>\n
Meanwhile, PT Datascrip, which specializes in office
\nequipment, has recently added security-related gadgets to its
\nline. Kun Setiono, marketing manager for the stationery and
\noffice automation division, said its products that integrate
\nsecurity systems for office use were in answer to customer
\ndemand.<\/p>\n
One example of its security-related products is the latest
\nmachines, based on fingerprint, used for office employees to
\npunch in. This gadget not only controls the presence of employees
\nbut also functions as a security device.<\/p>\n
Security products from China are also available at PT
\nDatascrip. One is the Secure F-1 SmartOffice Professional
\nEdition, a compact fingerprint identification device that
\naccommodates the relevant needs of business offices.<\/p>\n
From Korea comes the Secure M-100 and Secure M-200, also smart
\nfingerprint identification systems that control the presence of
\nemployees as well as access to confidential areas in offices.
\nToday's sophisticated gadgets are cost savers in the long run
\ncompared to the older punch cards. They are also uncheatable.<\/p>\n
PT Datascrip, which was established in 1969, is one of the
\nmost complete suppliers of a wide range of products for office
\nneeds, such as computer peripherals, stationery, office
\nequipment, furniture, filing, CAD and surveying systems,
\nmultimedia presentation devices, Enterprise Resource Planning
\n(ERP) solution systems and many others.<\/p>\n
Given the situation, security and related devices, albeit
\ncostly and perhaps troublesome to a certain extent, are standard
\nequipment almost everywhere. Like it or not, they are now part of
\nour lives.<\/p>",
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