G4S is the largest provider of security services globally and was formed from the merger between Securicor plc and Group 4 Falck A/S’s security business in 2004. The company operates in two core areas: secure solutions (82% of revenue) and cash solutions (18%). The security industry comprises of a number of very competitive and fragmented markets with low economic barriers to entry - particularly the manned security markets where price pressure persists due to competition from small local security companies. However, G4S's primary customers are Governments, Major Corporate and Financial Institutions where global reach matters more than price. Currently the UK, Ireland and the North American markets are the largest for G4S and contribute 45% of revenues.The company’s growth strategy is to gain further market shares in the Government Sector and penetrate Emerging Markets. This is due to favourable characteristics such as long term contracts, above group margins and growth in outsourcing trends.