Steelbox repositions itself for growth
ATLANTA--Brian Cohen has been chief executive at video management manufacturer Steelbox for a little less than a year, but heÃ¢â‚¬â„¢s just now shaping the company as heÃ¢â‚¬â„¢d like.
Ã¢â‚¬Å“I guess about a year and a half ago, we embarked on a commercial and channel-oriented strategy,Ã¢â‚¬Â Cohen said. Ã¢â‚¬Å“And about three months after I got here, I decided a channel strategy was a poor fit. So weÃ¢â‚¬â„¢ve reset the company to move toward more of an OEM and large-deal kind of structure.Ã¢â‚¬Â
This has required a move away from a channel-oriented sales force and other company restructuring. Ã¢â‚¬Å“We were top-heavy,Ã¢â‚¬Â Cohen admitted. But, now Ã¢â‚¬Å“weÃ¢â‚¬â„¢re working closely with A&Es and systems integrators, as well as OEMs who might use us in their customer offerings. We were spending too much time trying to build a complete solution, rather than working through third parties as a piece of a solution.Ã¢â‚¬Â
Ã¢â‚¬Å“What we do phenomenally well,Ã¢â‚¬Â Cohen said, Ã¢â‚¬Å“is that we can process and switch video faster than anybody else. YouÃ¢â‚¬â„¢ll see us make a push to show people how to use our video-switching capabilities.Ã¢â‚¬Â Already, he said, companies like Telindus and VidSys are incorporating SteelboxÃ¢â‚¬â„¢s technology into their offerings.
Further, you may see Steelbox move beyond the security space: Ã¢â‚¬Å“The only thing Steelbox has done so far is surveillance,Ã¢â‚¬Â Cohen said, Ã¢â‚¬Å“but our technology is applicable to broadcasting and other places, and IÃ¢â‚¬â„¢m trying to market this into all the markets where it makes sense.
Ã¢â‚¬Å“The irony is that the original founding engineers-that was their vision. Somehow along the way it go moved into an all-surveillance, all-commercial thing.Ã¢â‚¬Â