The document discusses entering the Italian security market. It notes the Italian security market had a yearly turnover of 1.91 billion Euros in 2011, with access control making up 70 million Euros of that total. It then provides breakdowns of potential portfolio compositions and distribution channels in Italy, including distributors, VARs, M&E/integrators, and engineering firms. Finally, it outlines a yearly forecast trend for entering the Italian market, with expectations to generate over €xxx,000 in the first year, growing to €yyy,000 in the second year and €zzz,000 in the third year as different customer types are engaged.

1. XYZ for Italy
How approach Italian market
1

2. Italian Market
2
Yearly turnover in security (2011): 1.910 M€
Access Control (only security and
not integrated with T&A): 70 M€
Distribution: 43 M€ managed by 15 companies
19 M€ managed by 3 companies
(AAA, BBB, CCC)
Trend 2011: +0,9%

3. Portfolio: Full Composition (1)
3
XYZ View
XYZ Top XYZ Middle
ReadersAWID HID XYZ
CardsAWID HID XYZ
XYZ SafeSystem

4. XYZ View
Portfolio: Composition (2)
4
XYZ Top
ReadersXYZ
CardsXYZ

5. Portfolio: Composition (3)
5
XYZ View
XYZ Top XYZ Middle
ReadersXYZ
CardsXYZ

6. Portfolio: Composition (4)
6
XYZ Top XYZ Middle
ReadersXYZ
CardsXYZ

7. Portfolio: Composition (5)
7
XYZ View
XYZ Top XYZ Middle
ReadersAWID HID XYZ
CardsAWID HID XYZ

8. WHERE
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Distribution
• Davide’s list
• ABC’s, Burgalarm’s, Rookie’s
and Rambo’s Italian distributors
• International Distributors (local
officies)
VAR
• Davide’s list
• IT Companies (i.e. Cloud
services)
• Safety Management Company
• Access Automation Companies
• Italian CCTV manufacturers
M&E / Integrators
• Davide’s list
• Large M&E (i.e. Big Comany
SpA)
• Large Telco Installer (i.e. Big
Company)
• Large Network Installer (i.e.
Various SpA)
EU / Engineering
• Davide’s list
• Retail (Food)
• Government (Prisons)
• Large engineering companies
(i.e. Big Engineer)
• Other sectors

9. HOW
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Distribution Demo Configurator Easy Price List
Training ‘Shop
Assistant’
VAR
Increase their
Asset Value (i.e.:
Server Farm
Value)
Positioning in new
market (i.e.:
integration with
their T&A
applications)
Market Upsize
(i.e.: integration of
RBH developed
by Italian CCTV
brands
TCO Reduction
for services (i.e.:
for Safety
Services in large
Building Yard)
M&E /
Integrators
Evangelization Demonstration Test Quotes Pilot Project
EU /
Engineering
Evangelization Demonstration Alliance with M&E Pilot Project

10. WHEN – Time to Sell
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• VAR
• End Users
• End Users
• Engineering
• M&E
• Integrators
• Distribution
1 2
34

11. YEARLY FORECAST TREND
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First Year
• € xxx,000
• 80%
Distributors
• 20% M&E
Second Year
(*)
• € yyy,000
• 40%
Distributors
• 30% M&E
• 20%
Integrators
• 10% VAR
Third Year (*)
• € zzz,000
• 30%
Distributors
• 20% M&E
• 30%
Integrators
• 20% VAR
(*) End Users don’t sign directly the orders so their value is included in M&E and
Integrators. Engineering Company develop projects for Domestic and Abroad Market
but they don’t sign te contracts so their value is included in M&E and Integrators

12. Opportunities to explore
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