FOR MARKETING PERSEPCTIVE -- NOV 18

Security and related devices central in our lives

Burhanuddin Abe Contributor Jakarta

The horrors of last year's bombings in Bali, followed by the JW Marriot Hotel blast in Jakarta a few months ago, have drastically changed our perception on security.

These events serve as examples that security has indeed become a luxury item and is now a top priority for everyone.

Terrorists and terrorism are real threats in our daily lives more than ever. Often existing elusively, like unbeatable ghosts, they even defy efforts to precisely define them. No less than United States President George W. Bush has consistently warned the world about these ruthless enemies of the human race. His and other leaders' warnings on this matter have turned into our daily mantra.

With the heightened fear, many people, especially the VIPs, have resorted to various sophisticated security equipment, in addition to bodyguards, for protection. Even entering places like hotels, malls and certain offices is becoming more tedious, with the presence of safety equipment like metal detectors that only used to be found at airports. Strict vehicle inspections at these places is now also commonplace.

The demand for security equipment is also high in Indonesia's major cities, like Jakarta, Surabaya, Bandung, Medan, Semarang and other provincial capitals.

"In these terrifying times, it is understandable that people need to protect themselves. Security equipment and systems are some of the ways to anticipate any kind of scenario, even the worst," said Baidlowi, marketing and operations director of PT Asa Karya Multiguna.

The company, located at the Grand Wijaya Center in South Jakarta, is one of the major distributors of security systems and equipment. Compared with about six or seven years ago, when its sales figures were just average with clients like the country's armed forces and the police or some other governmental institutions, today, with orders from private companies and even individuals, the company sales have skyrocketed.

He said the best sellers were the hand-held metal detectors, as they are easy to use and not harmful to humans, animals or plants. The mirror-like devices for vehicle inspections are also selling well.

Other security items in high demand are bullet-proof vests, 9mm handguns that use rubber bullets and walk-through metal detectors. This last item, costing between Rp 37 million and Rp 40 million (about US$4,700) , used to be found only at airports and seaports but is now standard equipment at numerous banks, sports stadiums, hospitals, hotels, courts and government offices.

Sales of security equipment, compared to last year, have gone up worldwide about 9 percent, as reported by the American Society for Industrial Security. The investigation and IT security sectors have enjoyed the largest portion of these sales.

Meanwhile, PT Datascrip, which specializes in office equipment, has recently added security-related gadgets to its line. Kun Setiono, marketing manager for the stationery and office automation division, said its products that integrate security systems for office use were in answer to customer demand.

One example of its security-related products is the latest machines, based on fingerprint, used for office employees to punch in. This gadget not only controls the presence of employees but also functions as a security device.

Security products from China are also available at PT Datascrip. One is the Secure F-1 SmartOffice Professional Edition, a compact fingerprint identification device that accommodates the relevant needs of business offices.

From Korea comes the Secure M-100 and Secure M-200, also smart fingerprint identification systems that control the presence of employees as well as access to confidential areas in offices. Today's sophisticated gadgets are cost savers in the long run compared to the older punch cards. They are also uncheatable.

PT Datascrip, which was established in 1969, is one of the most complete suppliers of a wide range of products for office needs, such as computer peripherals, stationery, office equipment, furniture, filing, CAD and surveying systems, multimedia presentation devices, Enterprise Resource Planning (ERP) solution systems and many others.

Given the situation, security and related devices, albeit costly and perhaps troublesome to a certain extent, are standard equipment almost everywhere. Like it or not, they are now part of our lives.