Few people, I am among them, have been shouting from the mountain top that the AV industry is at a tenuous inflection point. AV hardware is already becoming commoditized: competition is fierce and margins are small. Installation requires less and less programming and integration, eroding labor margins. The devices and installation are becoming table steaks and the real value starts “Day Two,” after the technology is turned on. Unfortunately, thus far, our voices have not been heard. There are several explanations for the reluctance to fundamentally change the value proposition and business structure of the entire industry. Today, I want to focus on just one challenge — remote management and monitoring (RMM) software.
Remote management is simultaneously a vacuous buzz word and ubiquitous solution. Hardware manufacturers, integrators and software developers have all developed software. Every software platform seems to tout the same features and functionality, yet not one of them is really “a single pane of glass.” So, what makes these software solutions different, and do any of them meet IT market needs?
Peter Drucker, known as the “father of modern management,” is credited with saying, “You can’t manage what you don’t measure.” Assuming that’s true, then it is also true that you manage what you measure. Understanding the source of the software and what they are measuring will reveal exactly what the software is truly managing. Consequently, we need to ask, what do they measure and why?
Types of Remote Management Software
There are three main types of remote management software in the technology space:
- Manufacturer Device Management (MDM)
- Universal Device Management (UDM)
- Remote Monitoring and Management (RMM)
Understanding MDM and UDM
Manufacturers measure unit sales and revenue. Understandably, manufacturers tend to develop MDM software to auto provision and deploy their own branded products. The software is meant to attract integrators by making installation and configuration of their devices faster and easier. The intended result is to sell more hardware.
With that in mind, some manufacturers argue that publishing open APIs that would allow for universal remote monitoring and management would compromise the security of their intellectual property (IP), especially for new or innovative devices, by exposing proprietary designs and methodologies. This, however, is not totally accurate.
Bad actors could potentially access sensitive information only if a) the API is exposed on a public network, b) the manufacturer did not implement proper authentication and encryption, and c) didn’t account for back-end code vulnerabilities that could be exploited.
In other words, if an API that adheres to open REST API specifications and is implemented on a secure enterprise network, the manufacturers’ precious IP is safe.
Integrators make money from hardware and labor margins. The hardware costs, except for rebates, are generally fixed. Labor is the variable cost that often depletes profits. Therefore, integrators measure labor and service calls. There are only a few integrators with the resources to develop their own branded management software.
Those companies generally build UDM platforms that function as a “break/fix” tool that remotely monitors and manages “all” devices across their clients’ networks to support basic Service Level Agreements (SLA) required for purchase orders.
Considering Needs of IT Teams
IT teams do not care about the AV hardware or the integrator. As a matter of fact, technology implementation for enterprise organizations requires several integrators across dispersed locations and often include mixed brands of hardware (sometimes out of necessity due to supply issues). IT teams just want their technology to be invisible, meaning it just works all the time. The market wants frictionless workflows and efficient productivity.
Companies, government agencies and educational institutions measure ROI, downtime, tech/room usage, network traffic, security breaches and other business operations. The market demand is to have AV/UC RMM like they are for IT (ITSM). Better still, the AV RMM would integrate with the current ITSM platform.
ITSM and RMM are delivered through Managed Service Providers (MSPs), which can be the same, but is often different than the integrator who installed the hardware. Some enterprises prefer to keep platform management in-house. Either way, the market demands the ability to secure and monitor every node on their managed network, including the AV devices.
Benefits of RMM
RMM is like UDM, but it does much more. RMM runs scripts automatically based on different alerts and triggers for automatic remediation and asset management. Plus, RMM software provides critical insights, such as device and activity logs, system performance data for troubleshooting, improving purchasing, and device configuration, and space utilization for workspace planning. Not only does RMM software communicate directly with devices, but it also integrates with other cloud-based tools, such as service ticketing.
The AV industry must evolve to meet market expectations, which must start with manufacturers publishing standardized APIs.
The benefits of open APIs are abundant for developers, businesses and knowledge workers.
For Developers and Software Providers
- Enhanced Efficiency and Productivity: APIs allow developers to reuse existing code and functionality, reducing development time and costs.
- Improved Integration: APIs facilitate seamless integration between different software systems, platforms, and devices, enabling data sharing and streamlined workflows.
- Increased Scalability: APIs enable businesses to scale their operations more easily and quickly by providing a standardized way to interact with different software and services.
- Rapid Prototyping and Innovation: APIs allow developers to quickly integrate third-party services and add features, enabling rapid prototyping and innovation.
- Modular Development: APIs enable modular development, allowing for easy scaling, updating, and customization of applications.
- Access to External Data and Services: APIs provide access to a vast ecosystem of data and services, enabling developers to create richer and more feature-rich applications.
- Improved User Experience: APIs can enhance user experience by providing access to personalized content, seamless integration, and real-time updates.
- Cost Reduction: By reusing APIs, organizations can reduce development costs and focus on core activities.
- Automation: APIs can automate repetitive tasks and processes, improving efficiency and reducing human error.
For MSPs and Customers
- Personalized Experiences: APIs enable personalized experiences by allowing developers to tailor applications to individual user needs and preferences.
- Seamless Integration: APIs ensure a smooth and integrated user experience across different platforms and devices.
- Access to a Wider Range of Services: APIs provide access to a wider range of services and functionalities, enhancing the overall user experience.
- Real-time Updates: APIs ensure that users receive real-time updates and access to the latest information.
Make no mistake, providing a true universal RMM solution is an industry problem that needs a coordinated industry response. There is certainly no shortage of creativity, innovation, intelligence, dedication and perseverance in the AV industry; we just need the leadership and will. The customers, (otherwise referred to as “the market”) hold the ultimate power and will decide winners and losers. Let’s explore together how to deliver better results for customers.
Jeff Singer is principal at JKS Marketing.
