Google's Nest, Time Warner, Dropcam executives at ESX

NASHVILLE, Tenn.—Executives from a Google subsidiary, a cable company and a Silicon Valley startup will share their perspectives on the changing competitive landscape in the security industry and opportunities for security professionals at ESX in June.

Moderated by ESX chairman and former security company owner George De Marco, the discussion will take place at the ESX Rise & Shine Breakfast on June 26. Panelists include Adam Mayer, vice president of IntelligentHome for Time Warner; Gene LaNois, general manager of pro channel at Nest; and Doug Bieter, vice president of sales for Dropcam.

What should a traditional security company expect to learn from the Rise & Shine Breakfast discussion? If� “a rising tide lifts all boats, the traditional security company should benefit from the wake that these players are making in the industry," De Marco told Security Systems News. However, those traditional companies need to "pay close attention to the changing competitive landscape, and maintain a seaworthy boat."

De Marco said the discussion was designed to provide owners and executives attending ESX 2014 "with insight into the vision and the go-to-market strategies and objectives of these companies. ... [It's] an excellent opportunity for security professionals to get an invaluable glimpse into the future possibilities of the electronic security industry."

With increased demand among consumers and businesses for smarter security and control systems, the security "industry is reaching a tipping point and this behavior is not going unnoticed by multi-system operators, telecoms, technology companies, entrepreneurs, venture capitalists and private equity firms," said De Marco. "These players want to participate in this fast-growth industry, with its attractive market share opportunity and highly profitable outlook."

As the “Internet of Everything grabs hold of the consumers' imaginations ... more and more disruptive products and services [will] come to market from opportunistic and strategically-driven companies," De Marco predicted.

Having a cable company and subsidiary headline at a security show may not have been anticipated five years ago, but De Marco believes this is just the beginning of "outsiders" taking an interest in security.

"Consider the possibilities in the future, or can we? In the early days at Google, who would have imagined the impact that they would have on the world? Maybe only the founders at the time had the vision to see the possibilities," De Marco said. "I anticipate the rapid evolution of our industry will attract names that will continue to surprise us."

The discussion will hit on the following topics: Where are the opportunities?� What value do these companies bring? And how will their presence affect traditional integration and monitoring companies?

The ESX Rise & Shine Breakfast is sponsored by Qolsys and Security Systems News.