The surveillance industry has witnessed phenomenal growth both in the region and around the world in recent years.

One such leader in the field of surveillance is Axis Communications. The Sweden-based company, established in 1984, set up operations in the region in 2007 with Dubai as its regional headquarters.

Baraa Al Akkad, Axis Communications’ regional sales manager responsible for Axis’ sales and marketing activities in the region, talks to Khaleej Times on the company’s operations in the region and strategy for growth. Excerpts from the interview:
Tell us about your company.

Axis is an IT company and global market leader in network video. Our products and solutions focus on security surveillance and remote monitoring, and are based on innovative, open technology platforms. Founded in 1984, Axis operates worldwide with offices in more than 20 countries, cooperating with partners in more than 70 countries.
Can you elaborate on your operations in the region?

Axis opened operations in the Middle East in 2007 and prior to this the company worked closely with distributors in the region. With increasing demand for surveillance systems around the world, we’re commited to driving the shift from analogue to digital video surveillance in the region. To achieve this, Axis has established a regional office in Dubai, with offices in Turkey, Johannesburg and Capetown. We are further expanding our operations and are working closely with distributors in Saudi Arabia and Qatar. Axis works with more than 900 partners across the region to market its products.
How do you see the growth of surveillance in the region?

The Middle East has become one of the fastest growing markets for Axis, with network video surveillance solutions seeing increasingly large-scale deployments. The lower total cost of ownership and enhanced HDTV capabilities are clear advantages that digital network video has when compared to analog solutions.
What business sectors do you serve?

We offer solutions to fit almost any industry. For the retail sector — Whether you run a single shop or a whole chain of malls, our solutions make a noticeable improvement to your bottom line. When it comes to industrial sectors, factories and warehouses often contain valuable goods which are prone to theft. It’s therefore important to have an efficient surveillance system to protect property and assets. The transport industry has also benefited from networked IP and digital surveillance. It brings clients crystal clear images, both in real-time and recordings and allows for automatic incident alerts and alarms. We also provide tailor-made solutions for educational institutions, governmental departments, banking and finance, city surveillance, and the healthcare industry.
Of the above sectors, where do you see most growth?

The retail, transportation and oil and gas sectors are major growth areas for Axis in the region. The regional security sector is also seeing increased demand, in line with global trends.

What has your year-on-year growth for the business in the region been? And do you have plans to expand the channel business?

We’ve witnessed double-digit growth in the region. Globally, our growth rate has reached 33 per cent year-on-year. Axis is investing heavily in further developing our partner network in the Middle East. Our focus is not merely to increase in size but also select the right partners that can offer the best added value to the markets we operate in.
What is your strategy for the region?

Our long-term strategy for growth is based on three core elements: a strong partner network, a broad and innovative product portfolio, and sustained global expansion. Traditionally, the technology shift to remote and networked video surveillance always took place in large-scale installations. But now we see huge potential for installing video solutions in the small to medium size business segment, for example, solutions requiring less than 10 cameras.
What are your latest product offerings?

In June we launched our affordable mini HDTV surveillance solution, the M30 Network Camera. The M30 Network Cameras are small, easy to install on either walls or ceilings and competitively priced with superb HDTV performance. The cameras provide price-sensitive market segments with an attractively priced HDTV surveillance solution. Technically speaking, the palm-sized, dust-resistant Axis M30 cameras are designed for quick and flexible installation and easy mounting.