Kisi: one intercom, three industries that share nothing but a door

Kisi sells cloud-based access control and a video intercom. The product is horizontal. The buying committees, regulatory pressures and definitions of risk are all different.

A hospital, a software company and a commercial landlord all need to control who walks in. They agree on almost nothing else. The product is horizontal. The buying committees, regulatory pressures and definitions of risk are all different. A single secure-your-building message would have been true for everyone and compelling for nobody.

So: three ICPs with their own messaging and channels. And on the competitive side, a third column. Most competitive analysis stops at strengths and weaknesses, which is enough to inform a strategy document and useless in a live conversation. A rep needs to know what to say when the prospect brings up Honeywell's global brand recognition.

Every competitor row ends with the counterpoint: an honest reframe. Against Brivo's market experience, a modern, mobile-first approach to cloud access control. Against Johnson Controls' building-systems depth, pace of innovation in access control specifically. The test for competitive intelligence is whether someone can use it while a prospect is talking.