New Security Industry Association (SIA) member ROG – based in Los Angeles, California – is a software technology company that develops artificial intelligence (AI) for the security guard industry. ROG provides its software as a service to security personnel anywhere in the world with its cloud delivery.
SIA spoke with Jordan Lippel, ROG’s chief operating officer, to discuss the company, the security industry and working with SIA.
SIA: What solutions/services does your business offer in the security industry? And what makes your offerings or your company unique?
Jordan Lippel: ROG provides a cloud-based threat detection service that analyzes real-time video streams from any internet-connected camera, regardless of type. ROG automates the “observe and report” security guard function by sending real-time threat alerts when a threat is detected using ROG’s AI so security guards can cover more area, remain in compliance and be freed from watching cameras to focus on higher-value job tasks. ROG is the only AI cloud service providing a cost-effective solution that standardizes security across all locations and existing hardware for a proactive security guard response.
SIA: What’s something we might not know about your company – or something new you’re doing in security?
JL: ROG is building the largest neural network specifically for the security industry. Most “intelligent” cameras today use enhanced motion detection to “recognize” a person versus a car or package by understanding the shape and size of the object in relation to the camera. ROG’s system is actually a learning neural network trained to recognize objects and people and the behavior so that ROG can move the industry closer to understanding “intent,” which will go a long way to reducing crime before it happens.
SIA: What is your company’s vision, and what are your goals for the security industry?
JL: ROG’s goal is to elevate the human elements of security guarding by delivering great technology that automates the lower-tier functions such as observe and report so that more time can be allocated to higher human value functions such as response and address. This creates greater efficiencies for the industry and makes guarding more valuable and more available for more locations.
SIA: What do you think are the biggest opportunities in the security industry right now?
JL: Doing more with less by understanding where technology and people should intersect for maximum impact.
SIA: What are your predictions for the security industry in the short and long terms?
JL: As technologists, we have seen how industries swing very far towards technology as a fix for all of their problems until things eventually swing back to recognize the unique attributes and talents of people in the equation of delivering great service. ROG predicts that the security industry will in the short term look to technology to bring down costs but eventually recognize in the long term that people are very important in the equation of people protecting people. ROG is working hard to deliver on that intersection of technology and people in order to create the best, most economical and most effective path forward for the industry.
SIA: What are the biggest challenges facing your company and/or others in the security industry?
JL: As with all paradigm shifts, as we move from people to technology there is obvious resistance in the market; however, as technologists we have seen many industries over the last 20 years get disintermediated as they didn’t move quickly to adapt to the new realities of innovation. AI is doing to the service industries what the internet did to many channel businesses, and it is important that those in security services understand AI and its benefits and weaknesses to position themselves for this future.
SIA: What do you enjoy most about being at your company – and in the security industry?
JL: ROG is in a really fun position to help security programs learn and transition into a world of AI with basically no cost while enhancing their current business.
SIA: What does SIA offer that is most important to you/your company? And what do you most hope to get out of your membership with SIA?
JL: ROG is a cloud-based software service that is hardware agnostic and looks to work with security industry manufacturers to make bringing AI to the security guard industry by making it easy for any security camera or video management system to connect easily into the ROG cloud so that guards can continue to use the best equipment to do their jobs.
SIA: How does your organization engage with SIA? What are your plans for involvement in the next year (e.g., events, accessing member resources)?
JL: ROG is excited to meet others and learn more about how we can bring our expertise in AI to the industry. We would love to meet or discuss ROG, what we are doing and how we might partner as we move into ROG’s inaugural year with SIA.