Israel MOD Believes in SMEs exporting Israeli Homeland Security to the world

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Last week was the third marketing workshop conducted by the SME Division (small and medium enterprises) in Sibat (Israel Ministry of Defense Export & cooperation). Under the leadership of Mrs. Shahar Horev, this time the workshop focused on a growing market worldwide – The Homeland Security (HLS) market.

The conference Keynote speaker was SIBAT director, Brig. Gen. (Res.) Shmaya Avieli, who spoke about the importance of the HLS market -, Israeli defense industry’s sales around the world and the meaning and importance of small and medium-sized industries as exporters in Israel.

The first presentation was given by Mr. Lova Drori. Lova was for years until recently VP of international marketing for Rafael, and is a member of the Advisory board of i-HLS. Lova spoke about the comparison between the global defense market and homeland security market – and about the general definition of homeland security market in his eyes. Lova’s main insight was that security-military companies cannot really compete in the homeland security market, but by opening of specialized subsidiaries engage in the market, companies that have the appropriate DNA and that their conduct will fit this challenging  market – they will be reviewed and measured by relevant criteria.

The second presentation was given by Mr. Israel Livnat, Israel was the director of MALAM at IAI, Manager of Elta (IAI), CEO of NICE Security and recently founded a company in the HLS arena – Anteo Worldwide. Israel is also a member of the Advisory Board of i-HLS. Israel will focus on the HLS challenges lying in the future. Israeli reviewed the global trends, focused on the difference between marketing facing military organizations and marketing facing civilian and para-military agencies, and gave a forecast of the direction in which technology develops.

The third presentation was given by Avi Yariv (the undersigned), on marketing and branding using digital media in the internet world in the international homeland security market. We reviewed the differences between the various types of products, geographic regions and cultures, different customers – and the significance and potential of digital marketing by product type (consulting, system, project, product, software, …).

In the second part of the workshop we tried to produce proactive mingling – an innovative concept of B2B. To overcome the “shameful” issue, where each participant meets every event the same people he had previously known, drink coffee together, exchanging memories – and business “Nada”. Each participant sent before the event a Basic slide which  specifies in a number of words his name, company name, main occupation, a picture of the representative and contact information. The Slides were hung outside the hall and everyone could see what interesting them, and by the representative’s photo – find him (assuming the photo was taken recently ….) and approach the relevant person and start generating a business dialogue. I am proud to say that the response was very good and successful.

Assaf from Nemeosysco (not an i-HLS advisory board member, yet J), described the long journey of a small company that wants to export to the world equipment that require Israel’s MOD marketing permits and export licenses. Quite a few “hurting” insights were told by the presenter, and by the audience.

I can only phrase SIBAT for the initiative, and hope to participate in such events and that will yield fruitful businesses and cooperation between Israeli industries in the field.