Axis Communications: Expanding into MEA with intelligent tech solutions

As one of their co-founders Martin Gren said: “It’s not that there was a need, but it was that we could. Axis was innovative enough to invent something unique that could challenge the way traditional closed-circuit analogue devices were working.”

Quality and integrity are fundamental to their solutions

According to van der Watt, quality and integrity are at the core of the company’s approach to designing, developing and manufacturing.

He elaborates: “A good example is network video surveillance today. We enhance safety and security without infringing upon privacy by offering tech solutions based on high-quality, high-integrity, and class-leading technologies.”

And as Axis evolved from being a traditional IP video company over the years, it has started to explore more analytics with audio devices and access control devices and today has become an IoT hub strengthened by the long-term relationships they have with
their customers.

“More than 50 percent of our revenue is generated from 20 percent of our partners we have known for over a decade,” van der Watt says. “It’s the way we value longstanding relationships that provide the foundation to our success and is at the centre of building trust between partners and Axis.”

Tech trends in the forefront

Van der Watt believes that between the skills shortages and coronavirus, one of the biggest priorities in the market today is the need for low-touch technology in order to make it as simple and as effective as possible for their clients. The flip side is if something goes wrong, how quick is the response time?

“We eliminate complexity from the initial design phase and only bring solutions to the forefront once we have conducted our research, ensuring we have an effective support path in place and where possible we use documented whitepapers,” he says.

Transforming the camera into a tool to enhance operational efficiencies
As an industry leader, Axis is always challenging the status quo. In addition to manufacturing their chips (ARTPEC – axis real time picture encoder – currently on its eighth generation), van der Watt believes that to be technically transformed today is
to be universally connected.

“Our AXIS camera application platform (ACAP) is an open application platform that enables members of the newly launched technology integration partner programme to develop applications that can be downloaded and installed on Axis network cameras and video encoders,” van der Watt says.

“We recently launched the fourth version of ACAP, which leverages known software development tools and components as well as industry-standard APIs and efficiently reuses components from Axis and other sources. It brings further support for high-level programming languages that will significantly reduce both proof-of-concept builds and time needed to reach production-ready code.”

The device can do computing on its own, processing/decision-making, or simply act as a processor. “This application platform enables our ecosystem partners to use the camera beyond the traditional ‘I want to see how many people are there’ to analysing movement, patterns and enabling operational efficiency combined with surveillance,” he says.

“For example, the camera ascertains if someone has moved from a horizontal to vertical position (slip fall analytics) and using audio analytics, age and facial expressions, can even detect an aggravated individual.”

Even in the case of ensuring social distancing, the camera can access the number of persons entering and exiting a space using block-based analytics.

Technology integration programme

If there’s one constant in the technology sector, it’s change. The constant innovation and evolution in technological capabilities, development environments and technology architectures leads to a need for a regular review of how Axis is working with its global community of partners.

Reflecting this, Axis is bringing together the existing application development partner programme and the technology partner programme into a single structure – technology integration partner programme. Alongside the thriving Axis developer community and enhancements to the ACAP, the new program gives greater clarity for partners and customers and creates opportunities for a new generation of solutions based on Axis technology.

“Much of the success of Axis is based upon its relationships with thousands of partner organisations around the world, and their work in creating valuable solutions based on Axis technology,” says van der Watt on the newly launched programme.

“Axis has always had a philosophy of openness, with programmes, initiatives, training and technology which provide maximum access to Axis technologies – the theory being that harnessing the skills and creativity of the largest number of people will lead to the broadest set of applications and solutions designed to meet customer needs. The commercial success of Axis and its partners is closely linked and evolving the ways in which partners work with Axis is a constant focus.”

MEA growth plans

From high-quality surveillance technologies, IoT sensors and analytics to critical infrastructure solutions and technology for smart cities, Axis has plans for growth in the MEA Region both in the short and long term.

“Looking at the growth opportunities in the MEA Region, the oil and gas industries are in high gear and will sustain for a long time,” notes van der Watt. “We provide high-quality in not just the products, but with our cyber security policies, our own chip sets, and European manufacturing to ensure any issues are promptly rectified.”

Touching on the company’s MEA expansion plans, van der Watt says: “In the UAE, we are launching our Axis Experience Centre in the Onyx Tower, which will be an opportunity for our end customers and partners to interact with our people, products, solutions and technologies.”

Moving forward with smart cities with a more connected environment

In line with the UAE’s Vision 2030 along with similar initiatives in KSA, Qatar, and Egypt, all four of these mega-markets are moving towards smarter, more sustainable and more connected environments.

“There will be a focus on safety, security, and enablement of smarter devices,” van der Watt says. “It will be an opportunity for the industry and their system operators to ensure they partner with tech companies that are developing for these purposes. Also, the industry demands more integration which is part of our DNA, and much of enhanced cyber security is finding its place from a post Covid perspective where we have seen a rapid increase in Cyber readiness within our channels. This is very important as lateral organisations today will authenticate everything.”

Sustainability focus

As an official partner of the Sweden Pavilion at Expo 2020 Dubai, Axis is hosting six transformative technology conferences at the venue’s Sustainability District.
According to van der Watt, sustainability could often be misunderstood, and we need to include all elements of sustainability.

“Environmental responsibility is at the core but it’s also the sustainability of a device with regards to the interaction required, its power consumption, as an example, and the ethical manufacturing aspect,” says van der Watt.

Another element of sustainability is ensuring diversity and inclusivity within organisations, as he believes equality in their industry drives sustainable growth over a long period.
Partnership is at the centre of what Axis does and is at the core of their business. Their fourth event at Expo 2020 on January 10 was a thoughtful partnership conversation.

Van der Watt elaborates, “Our channel partner programme (CPP) is the oldest partnership programme in the industry, and we were the first organisation to use this. We rely on the ecosystem and co-create together. Some of our early partnerships include interactions with companies like Apple, IBM, and Microsoft.”

Axis create a platform for their partners’ ecosystem to innovate and provide dedicated support, which they consider part of their DNA. “Lastly, we aim to have verified solutions for our end customers and system integrators.”

Share in the discovery of 5G with Axis Communications at Expo 2020

The promise and development of 5G is attracting global attention, as well as interest from customers and partners. Axis, as a pioneer and industry leader in network video and IoT solutions, is open to exploring opportunities and contributing to this journey by piloting solutions together with the industry, ecosystem, partners, and end customers.

The main advantages of 5G, compared to previous generation networks, include greater bandwidth, speed, robust security and alternatives to create so-called private networks.
5G will, as an example, enable enterprise organisations and local governments to connect IoT devices at a greater scale and improve decision making by real-time data aggregation and analysis.

Join Axis Communications and their guest speakers on February 22 at Expo 2020 Dubai for an insightful conversation on 5G in the network video industry.