The integrator reset: Services take center stage

NEW ORLEANS—The security integrator is entering a period of fundamental change -shifting from installing hardware to delivering ongoing value through software, data and services, according to Brian Lohse, general manager of the commercial business unit at Alarm.com. 

Lohse said the transition is already underway and will accelerate as cloud platforms, artificial intelligence (AI) and changing buyer expectations reshape the industry. 

“The foundational business model is changing,” he said. “Historically, integrators were selling parts and labor. Now they’re evolving into managed services providers - and that changes how you sell, service and run the business.” 

Selling outcomes, not equipment 

One of the most visible shifts is in the sales process. Instead of leading with hardware and site visits, Lohse said integrators are increasingly leading with software – often delivered remotely. 

“In many cases, the tip of the spear is a demo,” he said. “The goal is a customer saying yes to a 15-minute demonstration that shows how the system solves their problem.” 

That shift is reshaping both the sales funnel and required skill sets, with integrators emphasizing outcomes over equipment comparisons. 

“It’s no longer about a shootout between two pieces of hardware,” Lohse said. “The value is in what the platform can do.” 

Hardware is becoming secondary. Packaging is also shifting toward simplified, service-based offerings that can often be delivered without extensive on-site engagement. 

A proactive, data-driven service model 

The service side is evolving as break/fix models give way to proactive approaches supported by cloud-based visibility. 

“In the past, service was reactive - you waited for the customer to call,” Lohse said. “Now, you should know something is wrong before they do.” 

That visibility allows integrators to diagnose - and sometimes resolve - issues remotely. 

“It becomes a more proactive relationship,” he said. “You’re reaching out with solutions, not just responding to problems.” 

Lohse said the larger opportunity is helping customers extract more value from their systems. That shift is driving demand for customer success roles focused on outcomes. 

AI as an accelerant 

AI is expected to amplify many of these changes. While Lohse said AI’s impact is still emerging, he sees clear use cases. One is in proposal generation, where AI can create tailored, narrative-driven documents instead of part-and-price breakdowns. 

“It becomes a much more customized way of communicating value,” he said. 

AI can also help analyze customer data to identify underutilized systems and recommend additional services. Lohse expects AI to act as a force multiplier across sales, service and operations. 

“You can use data to determine where to focus and how to add value,” he said. 

A pivotal window for integrators 

Lohse said the next few years represent a critical window as customers migrate to cloud-based platforms. 

“There’s a real opportunity right now to convert customers to this new model,” he said. “Once they’re there, it becomes much harder to displace.” 

For integrators, success will depend on aligning the business around services. 

“The North Star needs to be managed services revenue,” Lohse said. “You have to build everything around that.” 

Without that shift, companies risk falling behind. “This isn’t incremental,” Lohse said. “It’s a reset.” 

Photo courtesy of qunica.com