‘Pure’ HLS Marketing in the Israeli Market

‘Pure’ HLS Marketing in the Israeli Market

The Homeland Security (HLS) business world is a complex one; no one can really define what “HLS” means, and it has different meanings and scope in different regions of the world, different countries and even between different organizations within a country. I believe the best way of approaching an “HLS” audience is people concerned about public safety and security.

The HLS community comprises the classical elements of the “value chain” (or food chain …):

“Customers” – Police forces, Fire fighters, intelligent agencies, stakeholders in Governments and Municipalities, etc…

System Integrators (SIs) – large-scale companies (e.g. Defense Contractors, Infrastructure Providers), experienced in understanding how to connect and work facing the “Customers”, and can handle integration of large scale HLS projects, which usually involve aspects of many disciplines.
Service Providers – Smaller companies of two types: one type works directly with the customer (aka “consultants”), providing services such as surveys, managing tenders, training workforces and more. The other type gives added value services to the SIs, such as pre-sale, project management, vetting, Integrated Logistics Services (ILS) and more.

Technology Providers – These are companies of different magnitude (varies from small start-ups, all the way to monsters like Oracle, HP or Raytheon) which can’t face the customer from various reasons, and sell their technology via the SIs.

The Israeli HLS market consists of two types of “HLS turn-key projects providers” – defense contractors (e.g. IAI, ELBIT, RAFAEL…) traditionally they have been focusing on the defense market, but are now entering the HLS market, to tap the transition of government budgets from defense to HLS activities; the other type of HLS turn-key projects providers are companies that originate from the infrastructure and low-voltage markets (e.g. MER, ORAD, MAGAL…).

The defense contractors are often aim to the high-end market segments, promoting cutting edge, state of the art technology. While these activities adapt well to the defense sector, they are missing many of the HLS customer’s more simple needs (and humble budgets).

The HLS companies of Infrastructure and Low voltage origin are not used to marketing in a “defense” like market, and often miss important opportunities – often gained via active marketing campaigns, in conference, exhibitions, branding and advertising.

I believe this void can be filled by a “home” for the Israeli HLS activity that will support the industry’s local and international growth. I see i-HLS as the new media home for Israel’s HLS marketing. This market strives for a media activity that is not “light” defense, but pure HLS, built to supply solutions and tools specific to the international and local HLS market.

I wish the i-HLS staff good luck; their success shall reflect the success of the Israeli international HLS companies worldwide.

Avi Yariv, CEO

Bungee Int’l Projects (BIP) Ltd.