Why A/V Integrators Should Offer Physical Security Solutions

The line between professional A/V and physical security continues to blur. In the rapidly expanding pro A/V market, organizations are looking to leverage the latest video and sound systems for seamless collaboration, smarter spaces and safer facilities. This, combined with the growing demand for security cameras, access control solutions and remote monitoring sensors, means customers increasingly expect a unified experience across systems.

That convergence creates a great opportunity for A/V integrators to grow their businesses by adding physical security to their portfolio.

The bottom line? Providing security solutions isn’t a departure from A/V, it’s a natural extension of A/V integrators’ low‑voltage, networking and systems‑integration strengths.

The Market Shifts Creating New Opportunities

As organizations are actively modernizing security to protect people, assets and operations, they’re also looking for partners who can deliver comprehensive solutions, not just hardware.

• The modernization imperative: In Genetec’s latest State of Physical Security report¹, 57 percent of end users said outdated physical security and/or IT infrastructure is their organization’s biggest challenge, and almost two-thirds (65 percent) of channel partners said their customers want to take advantage of the latest tech and capabilities.
• Project delays create pent‑up demand: Many organizations are struggling to implement new physical security solutions, with nearly half delaying projects in 2025. Looking forward, participants expect economic uncertainty (54 percent) and recruitment difficulties (44 percent) to continue to be leading causes for concern – making dependable partners even more valuable.
• Convergence is real: Hybrid cloud strategies are gaining traction, with most organizations signaling a preference for unified, IT‑aligned deployments over the next five years. That plays directly to A/V integrators’ strengths in IP networks and edge devices.

What this means for A/V integrators: Organizations need trusted partners who have the capabilities to assist them with deployment and ensure a reliable and effective physical security infrastructure. A/V integrators’ low‑voltage expertise, device placement know‑how and IT fluency transfer directly to today’s needed security upgrades and technology refreshes.

How Pro A/V and Physical Security Blend Together

Reinforcing the blurring line between pro A/V and physical security, which were once viewed as distinct disciplines, there is now significant overlap in the competencies of the A/V and security domains.

• Shared competencies: Both disciplines rely on structured low‑voltage cabling, proper positioning of devices, power and PoE planning, as well as familiarity with IT systems and networking to integrate  equipment with the IT infrastructure. And increasingly, they are both utilizing the same management dashboards and analytics pipelines in a unified approach.
• Customer outcomes: When working in tandem, A/V and security systems can provide unified experiences for customers by tying occupancy, audio and video with door events for richer incident response and better space planning. Layering these systems also enhances operational resilience by monitoring the infrastructure, reducing downtime in mission-critical environments.

What It Takes To Enter Security Without Diluting Your A/V Edge

Pro A/V integrators can – and should – diversify their portfolios with physical security offerings. To get started, look to your base. Many A/V integrators launch new security solutions with existing customers and well-known verticals, where they already know the rooms, racks, cable pathways and stakeholders. The upsell is faster, and support cost is lower.

However, to expand your market presence sustainably, you must build proficiency and trust. A few strategies that help establish a credible reputation include:

• Training and licensing: Invest in technician training and upskilling; obtain relevant state and local licenses; learn the applicable building codes, safety standards and permit requirements.
  
• Design integrity: Treat security as a safeguard for life and assets – because it is. Device failure or misplacement can put property and even lives at risk; aim for validated designs and documented commissioning to ensure the highest safety standards.
  
• Streamline processes: Standardize site surveys, wiring schedules, as‑builts and acceptance testing across A/V and security projects to protect margin and reduce rework.

How Liberty Helps Accelerate Your Expansion

For A/V integrators looking to expand into the security industry, they will need to become familiar with the latest physical security technologies and identify solutions that are proven in real-world environments. That’s where Liberty comes in.

Our portfolio consists of a carefully vetted ecosystem of products to provide integrators with the right solutions for each project. Supported by a knowledgeable in‑house technical team for installation expertise and support, we aim to be your one-stop resource for specification, procurement, kitting and delivery across disciplines.

• Security solutions to fit the job: From hybrid recorders for legacy coax upgrades to IP cameras, mounting accessories, power and monitors, the Liberty security lineup helps customers modernize their security system cost‑effectively today, and prepare for future upgrades tomorrow. 
  
• Services that protect your margin and your schedule: Liberty experts offer design and selection support to match the parts, power budgets and network constraints of your projects. We understand the challenges of multi‑site deployments, so we ensure fast, in‑stock availability and global logistics to keep rollouts on track. Aligning with IT and OT systems, our single‑pane-of-glass configuration plus remote monitoring and management options help simplify setup and streamline operations.

Liberty gives A/V integrators the freedom to achieve more with our adaptable infrastructure systems and expert services. We help you provide strategic value for customers, while protecting you against economic uncertainty with new opportunities for growth.

Ready to add security solutions to your professional A/V portfolio?

Reach out to your Liberty representative or visit Libertyonline.com to explore starter kits, training and design support.

¹ Genetec State of Physical Security 2025