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Physical access control and identity management for enterprise security.

AMAG Technology, an Allied Universal company, provides physical access control, identity management, and integrated security solutions for enterprise and government environments. Its Symmetry product line is deployed across healthcare, education, corporate, and government facilities worldwide. On MarketScale, AMAG covers access control strategy, security system integration, and physical identity management for security professionals.

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Channel Brief·AMAG · 40 episodes
Updated Apr 8, 2025

Vertical Integration Drives Customer Obsession Across Physical Security

AMAG Technology argues that owning your entire stack—hardware, software, firmware, manufacturing—lets you respond faster to customer needs than competitors relying on third parties. The channel proves this through operational examples and product spotlights.

AMAG Technology's central argument is that customer obsession is not merely cultural but structural: it flows from vertical integration that eliminates third-party dependencies. The channel demonstrates this through interviews with manufacturing and QA leaders who show how end-to-end control of design, production, and testing allows faster market response, shorter lead times, and real-world product validation rooted in customer needs rather than process checklists.

Drawn from Customer-Obsessed Innovation: How AMAG Deliver… and 3 more →

“By designing and manufacturing its own hardware, software, and firmware, AMAG maintains full control over development, testing, and delivery.”

Richard Hemming, Quality Assurance lead, AMAG Technology, Episode 1

By the numbers

$13.4B

global facial recognition market projected by 2028

12.6%

cybersecurity workforce growth rate 2022-2023

4 million

cybersecurity professional shortfall despite workforce growth

32%

of organizations now using mobile credentials for physical and digital access

What the channel argues

InsightVertical integration allows AMAG to navigate supply disruptions faster than competitors relying on external vendors.→
InsightCustomer-obsessed culture at AMAG is built on internal teamwork, transparency, and listening across QA, sales, support, and operations.→
InsightSymmetry Guest replaces paper visitor logs with digital pre-registration, badge printing, and audit trails that strengthen compliance.→
DataFacial recognition is moving from high-security niche to mainstream convenience as edge device costs drop and consumer comfort rises.→
DataSecurity integrators face a critical talent gap: cybersecurity workforce grew 12.6% in 2022-2023 but a 4 million professional shortfall remains.→
DataMobile credentials now secure access at 32% of organizations, driving demand for handheld and portable access control solutions.→

What you'll learn

•How vertical integration in manufacturing translates to supply chain resilience and faster customer problem-solving, exemplified by AMAG's ability to navigate COVID-era disruptions.
•Why customer obsession requires internal cultural alignment around shared values, trust, and empowered decision-making before external delivery can succeed.
•How AI-powered analytics and mobile credentials are reshaping access control from fixed infrastructure toward portable, context-aware, multi-modal security.
•That facial recognition adoption is accelerating not because the technology changed but because costs fell, edge devices matured, and consumer familiarity with biometric unlock normalized the category.

What to do about it

→Audit your supply chain for third-party dependencies that slow response time; map opportunities to bring critical capabilities in-house or build redundancy.
→Embed customer feedback loops into product development and operations decisions at every level, not just at the end of the design cycle.
→Assess your integrator or security team's AI, cloud infrastructure, and identity management skills against the 4 million professional shortfall in cybersecurity; invest in training or hiring now.

Who and what shows up

Richard Hemming

Quality Assurance lead, AMAG Technology

Articulated how AMAG's in-house QA team steps into customer shoes to ensure real-world performance, not just process compliance.

Allan Price

Head of Global Supply Chain, AMAG Technology

Explained how vertical integration and in-house manufacturing delivered shorter lead times and product availability through COVID-era disruptions.

Kyle Gordon

Executive Vice President of Global Sales, Marketing & Commercial Excellence, AMAG Technology

Led multiple episode conversations on customer obsession, AI adoption by integrators, mobile credentials, and next-generation talent development in security.

Jason Lawrence

Technical Support Manager, AMAG Technology

Demonstrated how technical support functions as relationship-building and hands-on problem-solving, not transactional service delivery.

Jody Ross

Global VP of Strategic Sales & Customer Success, AMAG Technology

Emphasized how customer insights drive AMAG's innovation and product development, ensuring solutions address real-world needs.

Questions this channel answers

Q

How does vertical integration give AMAG a competitive advantage?

By designing and manufacturing its own hardware, software, and firmware in-house, AMAG maintains full control over development, testing, and delivery, allowing faster response to market changes and supply disruptions compared to competitors relying on third-party vendors.

Customer-Obsessed Innovation: How AMAG Delivers End-to-E… →
Q

What does customer-obsessed culture actually look like operationally?

At AMAG, it means every team—QA, support, sales, operations—steps into the customer's shoes, listens actively to real-world needs, and makes decisions rooted in understanding how products work in the field, not just in process checklists.

The Future of AMAG: A Customer-Obsessed Organization Dri… →
Q

Why is facial recognition adoption accelerating now?

Costs have fallen, edge device technology matured, and consumer comfort with biometric authentication increased due to smartphone face unlock familiarity, shifting facial recognition from high-security niche to high-convenience mainstream applications.

Biometric Face Authentication Moves from High-Security t… →
Q

What barriers are security integrators facing in the cloud and AI transition?

A critical shortage of talent in AI, cloud infrastructure, and cybersecurity competencies: despite 12.6% workforce growth between 2022-2023, a gap of 4 million professionals remains, forcing integrators to adapt quickly or risk obsolescence.

Security Integrators at a Crossroads: Adapt to AI, Cloud… →
Q

How are organizations changing their approach to access control?

32% of organizations now use mobile credentials instead of fixed cards and readers, and demand for handheld and portable access solutions is rising as remote work and campus mobility reshape security needs.

Mobile Credential Growth Is Fueling Demand for Handheld … →
Topics:Vertical integration and supply chain controlAccess control and identity managementDigital visitor managementAI-powered video and audio analyticsMobile credentials and biometric authentication
Themes:Ownership as speed: vertical integration removes handoffs and enables faster problem-solvingCulture precedes capability: customer obsession starts internally with teamwork and trustConvergence of physical and digital identity: mobile credentials, biometrics, and AI analytics are collapsing traditional boundaries

Industry context

Supply chain organizations are shifting from visibility-focused strategies to execution-driven models, with automation of handoffs across partners and systems emerging as a key competitive advantage for faster decision-making and problem resolution.

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