If you’re selling security detection equipment, the regulatory landscape matters.

Security detection tech executives divide the market into two buckets:  regulated and unregulated. 

Buyers in the regulated market, or those with government-issued requirements related to what they buy, aren’t interested unless a company has passed through a rigorous government-led product qualification process.  Detection capability matters.

Unregulated buyers purchase whatever they think is best suited to their operation.  Marketing matters.

Leaving the unregulated buyers aside for a moment, understanding the regulatory landscape vis-à-vis your regulated customers is essential. 

Product Qualification Necessary.

Regulated buyers operate within strict frameworks, often mandated by government agencies or international bodies—such as, in aviation, the European Commission in the EU or the TSA in the U.S. These standards dictate everything from performance benchmarks, training requirements, to rules regarding screening of liquids, aerosols, gels – or LAGs.

Meeting these standards signals to buyers in regulated markets that your equipment can be trusted to function reliably under stringent conditions. Moreover, buyers in unregulated markets often look to aviation security qualified product lists to see what they might trust (but might not afford).

Upgrades are Required.

For regulated customers, upgrades aren’t optional—they’re critical to maintaining compliance. As standards evolve, your equipment must keep pace, ensuring continued operability within approved guidelines. By proactively offering upgrades that align with regulatory changes, you position your company as a reliable partner who understands the stakes and reduces the operational risk for buyers. Equipment that is future-proof and can be easily upgraded without requiring a costly rip-and-replace is a key selling point.

Concepts of Operation Strictly Defined.

Regulated buyers operate within clearly defined (and often government-mandated) Concepts of Operation (CONOPS), which dictate how equipment integrates into larger systems and processes. Understanding and aligning with these CONOPS is key to standing out from competitors – and may require some digging through regulation and hefty security manuals.

Mandated Tests & Preventative Maintenance.

Testing and maintenance requirements for regulated buyers are far more stringent than for unregulated ones. Equipment must undergo regular review to ensure its operating in a manner that’s aligned with national requirements, and that tests and preventative maintenance activities are in check. Understanding regulation doesn’t stop once you’ve sold a unit, you need to keep pace so that you can incorporate it into maintenance activities as well.  This can be challenging when you work through partners.

Emerging Threats as Opportunities.

The regulated market isn’t static—it’s constantly evolving with new threats, technologies, and requirements. By tracking regulatory changes linked to new and emerging threats and anticipating needs, you can harness new opportunities. If you’re not in regulatory and threat discussions, you’ll miss these.

The intersection between tech and new & emerging requirements in the aviation security domain is our wheelhouse.  Get in touch to learn more about our services in this domain.  #avsec #securitytech #regulation #innovation #ittakesavillage

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