Surveillance is not just restricted to Security

Sudhindra Holla 
Country Manager, Axis Communications India

The security and surveillance market in India is growing at a swift speed. The Indian market for network video surveillance equipment is estimated to grow to $223.8 million in 2016, a CAGR of 43%. Today, surveillance is not just restricted to security; with the advent of embedded applications in security products, surveillance is now emerging as a tool for gathering business intelligence. Axis Communications is heaving more growth than ever. To know more about Axis’ new strategies and offerings, VARINDIA caught up with Sudhindra Holla, Country Manager, Axis Communications India. Here are the excerpts.

For how long have you been in the surveillance business? What’s your current market share?

Axis Communications was founded in 1984 and today it has its offices in 37 countries. The company has global partnerships through distributors, resellers and system integrators in over 70 countries. In India, Axis Communications is known as Axis Video Systems India Private Limited and opened its first sales office in August 2007 in Bangalore. 

Axis’ largest competitors are still manufacturers of traditional, analog cameras. While IMS research says that 55%-60% of the cameras are analog, Axis operates only in IP network cameras which offer super image quality, flexibility and adaptability to integrate & consolidate software. We are the global market leader in network video solutions. India is one of the critical markets for Axis and is a major contributor to our Asia market revenue.

How do you differentiate your products from the traditional CCTV cameras? What is the USP of your cameras?

Axis’ products and solutions focus on digital video surveillance and the company has been instrumental in driving the ongoing key shift from analog to digital video surveillance. To stay ahead of competition, we offer cutting edge technologies such as High definition (HD) video, Thermal imagery and Surveillance-as-a-service (SaaS).

What is the business potential for vendors? 

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. 

Cloud technologies and cloud based surveillance is a key driver for IP technology adoption. 

What are the opportunities for the channel?

Axis is a 100 per cent channel driven company and our go-to-market strategy allows us to penetrate and increase our market share in India through channel expansion.  We have always been working on a 2-tier business model i.e. distributors to resellers and system integrators. Axis has the following partner programs currently in India, Channel Partner Program (CPP) for System; Application Development Partner (ADP) program, this helps software developers; Architecture and Engineering program which provides support tools for network architects, engineers and consultants and The Technology Partner Program.

Who are your competitors? Is the competition healthy?

We are the global market leader in network video solutions. In India, Axis has managed to secure considerable market share with its strong portfolio of products and partner reach. Axis’ products and solutions focus on security surveillance and remote monitoring, and are based on innovative, open technology platforms. We cherish being part of the same industry and we commend each other’s success in our own respective areas.

Who are your customers as of now? Are you looking at adding new verticals to your existing list?

The government sector remains the largest contributor in terms of volume and demand. PSU’s come next, followed by demand in the enterprises, SMB’s and other businesses. Intelligent applications such as facial recognition, people counting, vehicle license plate recognition etc. have created increased traction in sectors such as city surveillance, public transport, hospitality, airport security, BFSI, retail, BPO, manufacturing, and education.  

Axis is particularly strong in the transportation & retail segments and has successfully undertaken many large deployments across the world. Axis is also working on some solutions, which would enable system integrators and users to install their existing cameras in a much easier way.

How do you see the Real Estate as your customer? 

Over the past few years, we have observed that safety and security have emerged as areas of prime concern for not just individuals but for enterprises and government as a whole. It is quite encouraging to seek such support from government authorities in developing ‘Smart Cities’ which in turn would enable demand for ‘Smart Homes.’ We also see that large real estate developers and architects are increasingly investing in surveillance cameras for cooperative societies and apartments. Most people view a house as a life time investment and protecting the investment as well as the people who live with us is of utmost importance.  

moumita@varindia.com