in societ y the increased cos t of disruptions to busi ness and greater securit y demands b y cus tomer s and insurer s Companies usually opt to outsource securit y when enhancin g it since securit y activities are not considered part of their core business Companies are also usin g securit y consultin g ser vices more often enablin g the cus tomer s mana g e ment to proactiv ely identif y risks and put appropri ate mitigatin g actions in place Stron g g lobal mark et position Securit as has a s tron g g lobal position with its base in mature mark ets such as North America and Europe but is gro win g s tron g ly in emer g in g mark ets where priv ate securit y ser vices currently are less widespread Securit as ser v es cus tomer s in 52 countries and in nearly all indus tries and cus tomer se gments Our mark et leadin g position in man y countries is the result of s tron g or ganic sales gro wth and man y acquisitions o v er the y ear s W e ha v e de v el oped s tron g kno w ho w in or der to meet our cus tomer s mos t comple x securit y demands Our siz e combined with our lon g herit a g e and e xperience allo ws us to specializ e and build indus tr y specifc kno wled g e to reduce risk for our cus tomer s W e also share kno wled g e and ideas across bor der s and use locally de v eloped bes t pr actices w orldwide to increase the qualit y of our ser vices W e continuously in v es t in technolog ical kno who w to adapt our solutions to cus tomer needs and add v alue to our core securit y ser vices Our g lobal footprint g iv es us a competitiv e ed g e M an y cus tomer s toda y are lookin g for secu rit y ser vices pro vider s that can deliv er qualit y in all their countries of oper ation r ather than buyin g the ser vices locally in each countr y Securit as is one of few actor s that can pro vide this ser vice Global mark et trends The drivin g forces for the gro wth described on the pre vious pa g e also create trends in the v arious securit y ser vices reques ted b y our cus tomer s The mos t import ant trends in the securit y ser vices mark et toda y are increased use of technology cus tomiz ed and cos t efectiv e ser vices and a greater focus on risk mana g ement Increased use of technology Increased use of technology allo ws securit y companies to ofer cus tomer s e v en hig her efcienc y and qualit y in securit y solutions The hig her the labor cos ts in a countr y the more at tr activ e it becomes to r aise the technolog ical le v el of the securit y solution Ho w e v er countries with lo w labor cos ts are also sho win g greater interes t in usin g more technology in securit y solutions Cus tomiz ed and cos t efectiv e ser vices Each indus tr y compan y and oper ation has specifc needs and requirements in terms of securit y Cus tomer s e xpect supplier s to identif y and respond to their specifc challen g es pro vidin g specialis t kno w ho w and dedicated resources If securit y supplier s can meet these challen g es the y will be gr anted more responsibilit y b y companies Cus tomer s are g ener ally prepared to pa y more for a ser vice with greater content hig her qualit y and rele v ant specialis t skills In cert ain mark ets there is also a willin gness to pa y a premium to ha v e one cont act per son in char g e of the entire solution thus gainin g bet ter control and more efectiv e adminis tr ation Greater focus on risk mana g ement Senior man a g ement is de v otin g greater at tention to securit y issues and senior e x ecutiv es are in v es tin g more time in discussin g and makin g decisions concern in g securit y issues F actor s that contribute to the greater at tention include a hig her le v el of insecurit y 13 Securit as Annual R eport 2012 Oferin g and mark ets