Milestone Systems wants to double its revenue in the next five years while also setting a new standard of how technology companies behave, spotlighting more responsible use of technology.
In short, the open platform video management system (VMS) company seeks to revolutionise the industry, deploying data-driven video software in security and beyond. Milestone is also shifting the approach from tech-centric to emphasising business outcomes; that is, focusing on solving problems that keep their customers up at night.
Integration partner program
“Technology companies have a bad habit of falling in love with their own products,” says Thomas Jensen, Milestone CEO. “But if we cannot convey to customers what the products will do for them, then shame on us. We want to focus on business outcomes as the way we address our customers, drive business, and add value to companies. We want to focus on outcomes rather than the functions products perform.”
We want to focus on business outcomes as the way we address our customers"
At the MIPS 2022 Partner Summit in Minneapolis, Milestone outlined for their integrator and technology ‘partners’ the path to achieving these lofty goals. The vision includes revamping the integration partner program to eliminate two-thirds of their dealer count, with the remaining third more focused on Milestone and equipped with new marketing tools to succeed at even higher levels.
Market development personnel
MIPS (Milestone Integration Platform Symposium) is a combination education seminar, pep rally and mini-trade show. The yearly event continued virtually during the pandemic and is back in 2022 as a fully in-person experience — first in Dubai and then in Minneapolis for the Americas market.
Milestone is also dramatically increasing its head count as an investment in the future, emphasising a ‘people-first’ mindset that sets the company apart, says Jensen. In the Americas market, Milestone has increased the size of the organisation by 75% in the last year. They have increased sales personnel 100% during that time, upped pre-sale technical personnel by 150%, and increased market development personnel by 200%.
Cloud-based setups
The future of data-driven video technology will include a mixture of on-premise systems, cloud-based setups, and a combination of the two (hybrid)
Milestone intends to spend more money on marketing to reflect the evolving ‘buying journey’ of business-to-business customers, who often do more online research before reaching out to vendors.
The new Milestone vision also requires a heightened focus on vertical markets, including applications beyond traditional security use cases. It also embraces cloud systems for small- to medium-sized businesses. The future of data-driven video technology will include a mixture of on-premise systems, cloud-based setups, and a combination of the two (hybrid). To expand their cloud offerings, Milestone announced the introduction of Kite, a Milestone-branded version of the cloud system developed by Arcules, a Canon sister company built on the Google cloud. The ‘pure cloud’ system, targeting small- to medium-sized businesses, will be offered in addition to a previously announced version of XProtect hosted by AWS (Amazon Web Services).
| The new Milestone vision also requires a heightened focus on vertical markets |
Safe cities applications
Examples of applications ‘beyond security’ include use of video technology in safe cities applications to learn traffic patterns, adjust traffic flow, etc.
In 2023, Milestone will launch XProtect Hospital Assist, targeting the healthcare vertical with applications beyond hospital security. For example, the system will address the shortage of nurses using video systems that can help to monitor patients remotely and detect falls. Blurring technology, applied per camera and in real time from a smart camera interface, will be used with video to protect patient privacy.
Industry-based solutions
“Each industry has different use cases, especially beyond security,” says Anders Bo Rasmussen, Director Product Direction at Milestone. “The demand is also increasing, which makes it difficult for a generic product to succeed. We are investing in finding more industry-specific use cases and transitioning to industry-based solutions. We must understand the language and the need to create intimacy that will eventually give us the business. We can be more competitive, more focused, and stand out more.”
Another new vertical market product will address the hospitality industry, including gaming
Another new vertical market product will address the hospitality industry, including gaming. Among other capabilities, the system can use video and facial recognition to recognise compulsive gamblers. Supporting casinos to meet legal requirements, the system will create value beyond video and beyond safety and security.
Promoting human rights
For one customer, a Milestone system ties together connected video and sensors on a cruise ship to respond to silent alarms without alerting guests that there is a problem. Another example involves using video in remote therapy sessions with children on the autism spectrum.
Expanding in markets beyond security depends on Milestone being able to map the right stakeholders and broaden the appeal to other departments in a company. Security will continue to be the ‘gateway’ to additional business, at least in the near term.
Security will continue to be the ‘gateway’ to additional business, at least in the near term
Related to the responsible use of technology, Milestone subscribes to the United Nations Guiding Principles on Business and Human Rights, embracing emerging awareness of the responsibilities of business to promote human rights around the world. In practice, the commitment guides Milestone to avoid unconscious bias in products and recruitment and to perform due diligence when approving projects to ensure they do not impact human rights.
Acceptable standards of surveillance
Milestone has also taken a deliberate stand not to do business with companies that violate human rights. Another concern is responsible use of data. “Here is a warning for our industry: The Wild West is over,” says Jensen.
“It’s our responsibility to use data in a responsible way. Now is the time to act to protect our current and future generations.” Responsible technology also extends to uses of artificial intelligence (AI), ensuring that a human directs system intent and complying with acceptable standards of surveillance throughout the world.