“Axis has aggressive plans to enter Tier II, III markets”
Sudhindra Holla,
Country Manager,
Axis Communications India
Technologies such as cloud based storage, virtualization, BYOD and video analytics are becoming a vital part of the surveillance set-up, which is moving beyond mere surveillance and is enabling companies to address strategic needs. These technologies will gain further momentum in the coming years and will provide various value-additions to the surveillance industry at large.
It is expected that cameras with smarter analytics will see an increase as well, due to the demand for increasingly vandal proof cameras. Video motion detection will become better and better. Even more advanced applications previously only possible on a dedicated PC or server, such as license plate recognition, facial recognition and full VMS suites, can be found. Explaining more on current trends witnessed in the present surveillance market in India, Sudhindra Holla, Country Manager, Axis Communications India, interacted with VARINDIA. Edited excerpts:
Where does India market stands when it comes to adoption of technology in the Surveillance space? How is the switch-off from analogue to digital affecting the market in terms of price and technology enhancement?
The Indian market for network camera is growing swiftly as the enterprises, small medium businesses and end customers are looking at surveillance technologies as a prime necessity. There has also been a major shift from traditional CCTV cameras to digital surveillance systems owing to the superior technology features, flexibility and affordability and this is likely to drive the future of the security and surveillance industry.
We are likely to witness growth from across all the verticals in India such as city surveillance, airports, seaports, metros and other greenfield projects, the infrastructure sector looks quite promising.
With a host of new players joining the fray, what will be the positioning strategy of your brand? How do you differentiate your solutions from the rest?
The surveillance industry in India is undergoing a transformation owing to the technology developments like cloud computing and video analytics. This transformation is also changing the way various technologies and solutions are being used by end customers and is also influencing the final purchase decision. Innovation is the main focus for Axis and we have invested 15% of our turnover for R&D. We will continue to invest heavily in R&D so that we can bring in new technologies that will help our consumers get more out of our products.
Axis has been the market leader in network video and a driving force behind the shift from analog to digital video surveillance, which has paved the way for a more secure, smarter and safer world.
What kind of opportunities or potential persists for channel to explore?
Security and surveillance industry is seeing huge opportunity across all the regions in the country. Other than the main metros, we have witnessed huge demand from tier II and III markets. Axis has aggressive plans to enter these markets to ensure all our products are made available and accessible to consumers in remote regions as well.
What are some of the challenges that hinder the growth of this market?
India is a very competitive market. Primary challenge was knowledge up-gradation of the entire security ecosystem. However, Indian consumers are very intelligent. This gives us an understanding of what customer needs and allows us to function accordingly. The other key challenges in the market are as follows:
• Indian market is also exposed to the cheaper & inferior quality products that are easily imported from Taiwan, China and South East Asian countries
• Poor connectivity and lack of required infrastructure can also be a roadblock while providing solutions to various segments, especially to the SOHOs and SMEs.
What does the future hold for this market in India? Which are the areas in Surveillance that will witness immense growth in coming time?
We foresee a steady market growth globally and in India. India has witnessed several acts of terrorism, social crime and data theft in the past couple of years. These issues are emerging as the most serious concerns for the Indian governments today, resulting into increased demand for video surveillance systems. Government bodies, financial institutions & private organizations are also enhancing their budgets for video surveillances and network security. This in turn is driving the demand for video surveillance systems.
satinder@varindia.com
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