AMAG Technology: Setting new standards for excellence

Driving transformation and growth in the physical security industry, by Kyle Gordon, EVP of Sales, Marketing and Commercial Excellence, AMAG Technology – Platinum Partner of the ISJ Leaders in Security Conference 2025.

As Executive Vice President of Sales, Marketing and Commercial Excellence at AMAG Technology, I have had the privilege of helping steer our organisation through an extraordinary period of transformation in 2024.

It was a year of realignment, innovation and setting the stage for a brighter, more effective future – not just for AMAG Technology, but for our partners, resellers and end-users.

A year of transformation

In 2024, we implemented new business processes and welcomed leadership changes that were essential to our growth strategy.

These shifts were focused on streamlining operations and making processes more efficient. Of course, these decisions came with short-term challenges.

Saying no to certain opportunities was difficult, but necessary to reduce technical debt and position ourselves for long-term success.

One of our most impactful changes was adopting a “customer-obsessed” strategy and culture, where speed, transparency and collaboration are at the heart of everything we do.

This strategy is not a slogan but a fundamental shift in how we operate.

We have worked hard to ensure that every interaction with our customers reflects this commitment – whether it is through faster response times or more transparent communication.

Customer-centric approach

Over the past 18+ months, I have spent a significant amount of time meeting with partners, resellers and end users face-to-face.

These interactions, both domestically and internationally, have been invaluable.

There is no substitute for sitting down across a table, listening to challenges and building trust through meaningful conversations. Customers appreciate personal interactions.

It is in these settings that they feel comfortable sharing goals and concerns, which helps us progress discussions quickly and effectively. The result? Stronger relationships and happier customers overall.

In addition to one-on-one meetings, we revived our Security Engineering Symposium (SES) in the US and introduced a second event in the UK.

This 20-plus-year tradition brings integrators, consultants and end users together to engage with our team and learn about our Symmetry Security Solution suite.

The UK event, held near our headquarters and manufacturing plant, was a resounding success, with attendees from across Europe.

Given the enthusiasm and demand, we’re planning another international SES in June, and a US SES in September.

We’ve also expanded our focus on consultants, hosting a half-day event in the UK late in 2024, with another scheduled for March in London.

Access control and industry trends

One of our key milestones in 2024 was the introduction of OSDP-enabled Symmetry M2150 panels, which I believe will be a game-changer in the access control space.

While wallet and mobile credentials are gaining traction, the industry’s first priority must be addressing secure communication protocols like OSDP.

Many organisations talk about OSDP, but few have fully implemented it – that is a gap we are working to close.

Looking ahead, wallet-based credentials, cloud adoption and data access are trends shaping 2025. Wallet credentials are moving from proof-of-concept to mainstream adoption.

Many organisations started small in 2024, testing wallet technology with executive teams or single buildings. In 2025, we expect to see much broader adoption.

Another area of growing interest is our Symmetry CONNECT identity management solution.

This technology streamlines workflows and automates business processes, shifting the focus from managing access points to managing identities.

This identity-based approach is essential in today’s landscape; it ensures that employees have the right level of access to perform their jobs effectively, while invoking least privileged access to minimise risk.

Least privileged access means that employees are granted only the permissions they need, and these permissions are tied to a set timeframe.

For example, if a background check expires after a year, the system can automatically deactivate access until the check is renewed.

This enhances security and helps organisations comply with industry regulations by providing an audit trail.

ISJ Leaders in Security Conference

AMAG Technology is proud to be the Platinum Partner for the 2025 ISJ Leaders in Security Conference, which will take place 7 May at the prestigious Grosvenor House Hotel, Dubai Marina.

Recognised as the premier platform for senior security professionals across the Middle East and Africa, this event provides an unparalleled opportunity for knowledge sharing, innovation and networking.

Our collaboration with ISJ highlights AMAG’s commitment to driving progress within the security industry. We see this partnership as a chance to provide insights and advanced solutions to help address some of the most pressing challenges faced by security professionals today.

The conference aligns perfectly with our mission to lead the industry through innovation and engagement.

At AMAG, we understand the value of bringing together leaders to discuss trends, share ideas and collaborate on solutions.

Events like this allow us to showcase the advancements we are making with our Symmetry Security Solutions and connect directly with the professionals who use our products daily.

We are thrilled to play a role in facilitating these critical conversations and fostering growth in the region.

The 2024 success of our UK-based events reinforced the importance of engaging directly with our customers and partners.

We are excited to bring that same energy to the ISJ conference in Dubai. We look forward to sharing our vision for the future of security and working together to shape the industry’s path forward.

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Opportunities and challenges for integrators

As a former integrator, I understand the unique challenges our partners face. Staying informed about evolving technologies while maintaining operational excellence is no small feat.

Integrators must balance the need to stay ahead of trends with the responsibility of delivering reliable service.

One way to address this challenge is by leveraging the expertise of manufacturers’ sales representatives. Our reps at AMAG are more than willing to share their knowledge and help integrators stay up-to-date on the latest advancements.

This collaborative approach ensures that integrators can focus on their core competencies while also exploring new opportunities to enhance their offerings. Everyone wins when we work together.

A vision for 2025

With the groundwork we have laid in 2024, I am confident that 2025 will be a year of significant progress and growth.

By reducing technical debt, enhancing our processes and fostering a customer-first mindset, we have positioned AMAG Technology to deliver on our promises and drive meaningful innovation.

The journey has not been easy, but the steps we have taken are already yielding results. As the physical security industry continues to evolve, AMAG Technology is committed to leading the way with solutions that empower our customers and set new standards for excellence.

I want to thank our partners, resellers and end users for their trust and collaboration. Together, we are building a safer, more efficient future for the industry.

And, as we move forward, we remain dedicated to listening, innovating and delivering solutions that make a real difference.