Axis Communications has penetrated the South Asia Pacific region for more than 10 years. Following its global corporate strategy, the well-established partner programs of Axis have played quite a crucial role especially in this region, helping the company quickly respond and adapt to local demand and requirements.
Axis Communications, the well-known network video surveillance camera manufacturer, has retained global market leadership since the company launched the industry's first IP camera in 1996. Besides being a technology pioneer and innovator, Axis has also established a solid business model that is able to support the company's fast growth over these years. Strictly following the two-tiered distribution model, Axis forms partnerships with systems integrators, consultants, software developers, network infrastructure vendors, and others to create mutual business opportunities. Together, Axis provides customer solutions for industry segments such as retail, transportation, government, city surveillance, healthcare, education, manufacturing, and banking.
Partner Programs Support Growth
Axis' authorized partners are mostly systems integrators, value-added resellers (VARs), and installers. “We have over 6,000 authorized partners in this region in total,” said Oh Tee Lee, Regional Director for South Asia Pacific Region at Axis Communications. He further commented that in some countries where Axis doesnʼt have local offices, Axis collaborates with their distribution network for sales activities.
To complement their solutions offerings, Axis has also built up a strong Axis Development Partner (ADP) program, which assists software vendors to fully integrate Axis network video products in end-customer solutions. It is open to qualified companies offering commercial solutions that integrate with Axis network video products, including video management software, advanced video analytics, access control solutions, and more. Lee said, “We have over 1,000 ADP partners that we collaborate with globally.”
In Asia, this business model has also proven its worth and accelerated market expansion. Lee elaborated, “We have had presence in Singapore, Australia, and Thailand for over 10 years. And we expanded into Malaysia, India, Vietnam, and the Philippines in recent years.”
SPECIALIZED IN MULTIPLE VERTICALS
The IP revolution has changed the surveillance camera from a forensic tool aimed at solving problems after an incident has occurred to becoming a vital part of a proactive intelligence chain. Network video cameras collect valuable data that can be analyzed and turned into actionable insights. There are many application areas — from optimizing retail outlets or airport layouts to understanding urban traffic flow.
In retail, Axisʼ network video and partner solutions enable to improve the profitability of the retail outlet, significantly reduce shrinkage, improve staff security, and provide even better service for the customers. In the transportation sector, Axis intelligent security solutions create a safer transportation environment, reduce costs for vandalism and graffiti, efficiently monitor cargo and property, but also reduce incident response times and quickly decide the correct incident response.
STICKING TO TWO-TIERED DISTRIBUTION CHANNEL SYSTEM
Another secret to Axisʼ success in Asia also associates with the strict policy and strategy of a two-tiered distribution model. In many cases, many businesses might deal with personal networks and acquaintances locally. Some major companies would probably sell directly to end users, even without systems integrators. However, “it actually causes many problems afterwards,” said Lee. For Axis, it brings out a question about choice and efficiency. For a short term, it seems that direct selling has lower cost but in reality it costs more in the long term. “If you sell directly, you have to invest on the full support structure. You put more people on the ground and you have to be accountable for all the proposals up to customers after sales support. And, you will take all the countryʼs risks, including financial and political risks. So, in a longer term, I would say, it is not very cost-effective,” he said.
If the vendor doesnʼt sell directly, the customers will have more choices on partners and solutions, they will have the freedom to buy and choose their preferred brands and systems based on their requirements.
HEADING TOWARD SOLUTIONS
The industry indeed is becoming more solution-oriented. Customers also want an end-to-end system, a solution, instead of just a camera. “Axis has thus broadened our offerings for the small and medium-sized installations. Axis network cameras and software can now be offered as an overall solution adapted to enduser needs,” said Lee.
For an overall solution for mid-sized installations, for example in school environments and in the retail segment, Axis recently launched AXIS S10 Recorder. The recorder includes three different server solutions, which are pre-installed with AXIS Camera Station software and configured to perfectly match Axisʼ wide range of network cameras. Depending on the needs of the end user and the size of the installation, the released solution supports installations of 16, 32, or 48 video channels. To make it easier for resellers and to improve the experience for end users, Axis recently launched mobile apps for Axisʼ solutions, which are aimed at small and medium systems. By downloading the apps from App Store or Google Play, for example, users can easily manage their surveillance system, be notified about triggered events, and administer recorded material from a mobile device. By offering an overall solution, Axis simplifies both installation and management of the system for partners as well as end users.
“With the Internet-of-Things a hot topic throughout 2014 and into 2015, we expect that awareness of IP video surveillance will continue to grow, so there will be ongoing demand for network video cameras, intelligent video analytics applications, and video surveillance-as-a-service offerings,” Lee further elaborated. Combining all the expertise and selling forces of Axisʼ channel and distribution partners, it is clear that Axis is ahead of the trends, providing complete IP video solutions for customers.