Genetec projects a minimum 20 percent growth in the Middle East over the next year, aligning with its global five-year compound annual growth rate (CAGR) of over 20 percent, a company executive said at the Intersec Trade Show in Dubai.
“There are a ton of projects underway here, so we’re anticipating strong double-digit growth - 20 percent or more,” said Andrew Elvish, Vice President of Marketing at Genetec. “I’d say 20 percent is a conservative estimate for this region, given the scale and pace of developments.”
“It’s an exciting time,” Elvish continued. “We’re not just seeing growth here, but also different growth profiles in other regions. Europe, for instance, has a distinct growth trajectory, and North America is an enormous market with its own dynamics. However, the Middle East is both a large and consequential market, and it’s growing rapidly.”
The Montreal-based company is sharpening its focus on the Middle East with innovative solutions and regional expansion plans aimed at addressing workforce shortages and meeting growing demand for advanced security technologies.
Meeting workforce challenges
One of Genetec’s flagship initiatives in the Middle East is the launch of Operation Center, a work management platform designed specifically for security professionals. The tool addresses a critical issue in the region: the shortage of qualified personnel for security operations.
“In the Middle East, Turkey, and Africa, the number one concern for our customers is finding qualified security professionals. It’s limiting business growth,” Elvish said. “Operation Center is an efficiency tool that allows you to deploy work, compile evidence reports, smooth shift handovers, and communicate effectively, even if you’re in a different country.”
Unlike general-purpose tools such as Trello or Zendesk, Operation Center is built for the unique needs of security operations.
“Security teams have had to make do with spreadsheets, whiteboards, and sticky notes—tools that are not scalable. Operation Center changes that by bringing efficiency and structure to security workflows,” Elvish explained.
The platform integrates seamlessly with Genetec’s Security Center and can also function independently with other systems, making it adaptable for diverse customer needs.
AI-Powered forensic search
Genetec also introduced an AI-powered forensic search tool that leverages a large language model (LLM) to simplify and accelerate investigations. The tool allows security operators to search video footage across multiple camera brands using natural language queries.
“You don’t have to be highly trained or structured in your search queries. You can ask questions in a conversational tone, like ‘show me unusual activity in the cafeteria,’ and get results quickly,” Elvish said. The tool integrates metadata from different camera brands, streamlining the investigative process.
To ensure accuracy and transparency, the tool displays how it interprets user queries, allowing operators to adjust search parameters. “We don’t want a black box where people can’t understand how results are generated. This approach ensures security professionals remain in the driver’s seat,” he added.
Elvish emphasized that the tool’s goal is not to replace human decision-making but to augment it. “Computers are great at grinding through complex data, but humans are better at making judgments. Our approach is to combine the strengths of both.”
Regional expansion and innovation
Genetec has been expanding its footprint in the Middle East, recently opening a new Experience Center at One World Trade Center in Dubai. The facility serves as a hub for channel partners, technology partners, and customers, offering a space to explore Genetec’s solutions.
“We’ve already increased our staff significantly in Saudi Arabia, and I see that continuing as demand grows,” Elvish said, pointing to the region’s numerous greenfield projects as opportunities to implement cutting-edge technologies.
The company’s solutions also align with the Middle East’s broader push for cloud adoption. “Historically, cloud has been challenging here due to a lack of local data centers and latency issues. That’s now changing, and we’re well-positioned to support this transformation,” Elvish noted.
A strategic market
The Middle East’s focus on digital transformation, smart cities, and infrastructure development makes it a key market for Genetec. “We’re seeing a determined push to increase the share of high technology in GDPs across the region. This vision aligns perfectly with our strengths in cloud, AI, and automation,” Elvish said.
Genetec’s innovations, including Operation Center and AI-powered forensic search, are set to play a crucial role in helping security professionals and organizations overcome operational challenges and drive efficiency.
“The Middle East offers incredible opportunities for growth, and we’re excited to be part of this journey,” Elvish concluded.