AV in the Government and Military Markets

InfoComm International

AV consultants and integrators who are familiar with business practices in the corporate, education, or house of worship markets may find themselves adrift when it comes to working with the U.S. government market. Working with the government or any branches of the U.S. military requires a significant commitment by the AV practitioner to learn the cultural differences and technical hurdles presented by this vertical market. 

While sharing attributes similar to the corporate and education markets, government and military clients may seem very difficult to understand. AV consultants and integrators who serve this specialized client base do so after careful study, intensive investment in staff and expertise, and partnering with prime contractors who handle much of the government’s technology projects.

Learn the market
“The biggest mistake that new integrators make when dealing with the government is that they fail to understand the government agency’s mission,” says Michele Ferreira, vice president of sales and marketing for Audio Video Systems (AVS) in Chantilly, Virginia. She explains that a military client may have an educational focus similar to the higher education market, may need a command and control system similar to a corporate boardroom, or may need new technology in their secure broadcast network facility.

Gary Hall, CTS-D, CTS-I, strategic account manager for the National Programs Operation at Cisco Systems, says, “I would have to say an integrator’s biggest mistake is misunderstanding the military culture. It is pretty easy for military acquisitions people to spot someone who has no idea what their mission is or how their contracting operations work. It is best to spend a lot of time learning about the specific mission requirements, particulars of military contracting, and understanding hierarchies and relationships before attempting to win business.”

Government and military requirements are very specific, and for good reason. AV technology plays an important role in mission critical communications so the firms chosen to design and install these systems must demonstrate knowledge of the environment, as well as knowledge of the technology. “You must convey that you understand the purpose; not the technology,” says Barry Goldin, vice president of operations at AVS. “The differentiator is experience in secure environments, and knowledge of how the government’s procurement process operates.”

Ferreira explains that the government purchases equipment via the U.S. General Services Administration (GSA) and vendors, such as AV integrators and manufacturers, must establish pricing that is more competitive than commercial pricing, which is then listed on the GSA site. “There is price and margin erosion in the government market because some manufacturers list directly, which sets a very low price point,” she says.

Another difference in the government and military markets is that the end user and the procurement officer aren’t always the same person. “Sometimes you are dealing with a specific office or organization within the government agency for procurement,” says Edwin Morman, CTS-D, CTS-I, audiovisual design engineer for General Dynamics IT and an embedded consultant with the Department of Homeland Security (DHS). “The biggest mistake is not identifying the key players and decision makers in the organization.”

Install reliable technology
Another surprising aspect to working with government and military clients is their reluctance to invest in the newest, cutting edge (i.e., unproven) technology. There are regulations as to the type of equipment that can touch a government network, and the government maintains an authorized equipment list of products that are pre-approved for installation. “These clients are more concerned with reliability and durability of their systems,” says Goldin.  “Using newer products or cutting edge technology is riskier because they may not have all the necessary certifications or a track record of consistent performance over long periods of time."

Morman adds, “Integrating technology into a government infrastructure is difficult due to security and sensitivity. Network security guys rule the world. At DHS, there is a six month process of paperwork and testing to get devices onto the network. As a result, system designs read more like functional specs than a list of equipment.”

Fiber optic cables, known for its inherent security, have resonated with government and military clients who often work within secure, classified environments. Other features such as built-in memory and network ports present more of a liability than a solution. “I’ve contacted manufacturers to obtain the list of memory chips in the device, the kind of information that is stored on the chip, and the resident memory of the chip,” says Morman. “Much of the details contained in a product spec sheet don’t address the kind of information that government clients require.”

According to Hall, equipment used in military installations must comply with stringent information assurance and interoperability policies. The Joint Interoperability Test Command, a sub-command of Defense Information Systems Agency (DISA) provides testing, evaluation, and certification services along with an approved product list that can help identify products for use in military applications. He explains, “Each agency or service branch Information Assurance Chief or their Designated Approving Authority (DAA) must also certify and accredit the equipment for use in their enterprise. AV integrators without cleared staff and sensitive compartmented information facilities (SCIFs) are often eliminated from consideration on work that is to be done within classified environments.”

Create a track record
Regardless of the vertical market, most prestigious clients have a hard time hiring an AV consultant or system integrator with no demonstrable experience in their market. The same sentiment is amplified when it comes to government or military work. “The most important factors for AV companies who want to do government business? A track record of previous installs and a location in or around Washington, DC,” says Morman.

Hall adds, “If an integrator is not a prime or sub contractor with a military entity, chances are they won't have an opportunity to compete for much business. They may be able to find an occasional stand alone request for proposal (RFP), but most of the significant work is done under larger IT and services contracts. It is key to build a relationship with prime contractors like General Dynamics, Lockheed Martin, Booz Allen, Boeing, L3, SAIC, and a host of other entrenched government contractors.”

Another tactic is to hire people who have worked within government agencies or as active duty military; people who already understand the culture and processes. “Over the past three years, there has been a focus by AV manufacturers to understand how the Federal government is an important market,” says Ferreira. “They are investing in sales and marketing with a focus on DC and staffing business development jobs with former military or government workers.”

Members of the AV community can also build relationships with government and military contacts by joining trade associations like the Armed Forces Communications and Electronics Association (AFCEA), the Association of the United States Army (AUSA), and the National Defense Industrial Association (NDIA).

Get the right certifications
As unified communications and Web 2.0 begin to push more AV requirements into the military community, Hall believes that AV certifications will rise in importance over the next several years. “Military contracting officers, program managers, and acquisitions professionals are putting an increased emphasis on technical qualifications which has the potential to drive up demand for AV certifications,” he says.

And while there is no direct correlation to a technical certification and Federal government security clearance, certifications like the Certified Technology Specialist (CTS) from InfoComm are large parts of the procurement conversation when it comes to the level of people specified to work on a project. “We must continue to drive the development of AV standards and increase certification adoption within the AV community,” adds Goldin.