As video surveillance technology continues to advance, the European market is undergoing a significant transformation.
As video surveillance technology continues to advance, the European market is undergoing a significant transformation. This evolution is characterized by the adoption of AI-driven video analytics, the rise of cloud-based solutions, and a heightened focus on data privacy and regulatory compliance.
According to Jos Beernink, VP of EMEA at Milestone Systems, these developments are reshaping the landscape, offering new capabilities to enhance security and operational efficiency across diverse sectors.
AI-driven video analytics: transforming surveillance capabilities
AI-enabled video analytics have become central to the European video surveillance market, driven by the demand for actionable insights and operational efficiency.
“The video surveillance market is undergoing a transformation driven by the emergence of data-driven solutions, intelligent edge devices, and AI-enabled video analytics,” Beernink said. “In 2024, we saw these technologies continue to impact the industry in three important ways: first, by providing superior video analytics that allow users to extract better insights and actionable information.”
AI-powered video analytics can identify specific objects, actions, or anomalies, enabling users to sift through vast amounts of footage to focus only on the most critical events.
Beernink emphasized the efficiency of this approach: “Enhanced operational efficiency is assured through the ability to search video data by specific objects, actions, or anomalies – which means that alarms can be filtered for only the most critical events needing human review.”
This functionality has expanded beyond traditional security applications, with predictive video analytics now emerging as a tool to anticipate events before they happen.
“AI is also powering exciting new video applications like predictive video analytics, which can detect behaviors that signal the likelihood of certain events before they occur,” Beernink added.
By using predictive capabilities, organizations can proactively address potential security threats, ultimately enhancing both safety and resource allocation.
Navigating the complex regulatory landscape
Data privacy regulations such as GDPR, along with newly enacted legislation like the EU’s AI Act, have had a significant impact on the deployment of surveillance systems in Europe. Beernink explained that, “While the development of video technology continues apace, one of the key trends that has emerged in 2024 is the requirement that it is used lawfully, ethically, and proportionate to the risk involved.”
In addition to GDPR, regulations like NIS2, the Critical Entities Resilience Directive (CER), and the Cyber Resilience Act (CRA) shape the market by imposing strict guidelines on data handling and security.
Companies are now more selective when choosing technology partners, prioritizing those who demonstrate a commitment to compliance. “Compliance within a more rigorous regulatory environment is essential in order to be a trusted supplier or technology partner,” Beernink said.
The EU’s AI Act, which was enacted this year, further emphasizes the importance of responsible AI usage. Milestone Systems has taken a proactive stance on this front, aligning with the G7 Code of Conduct for advanced AI systems.
“With the growth in AI, we also see greater scrutiny of how it is used, as shown in the passing of the EU’s AI Act into law this year,” Beernink said.
Innovations in cloud-based surveillance solutions
As cloud computing gains traction across various industries, the video surveillance market in Europe is no exception. Cloud-based Video Surveillance as a Service (VSaaS) solutions like Milestone Kite offer scalable, cost-effective options for organizations seeking centralized video management.
“We anticipate considerable growth in cloud-based VSaaS solutions such as Milestone Kite, which provides simple, secure and scalable video management software (VMS) that allows customers and installers to leverage the cloud for their security needs,” Beernink said.
VSaaS is particularly well-suited for sectors with distributed locations, such as retail, education, and enterprise environments. These cloud solutions are designed to be secure, automatically updating, and easy to scale.
“Suitable for many sectors, such as education, retail and enterprise, VSaaS solutions are simple, secure, automatically updating, scalable and cost-effective,” Beernink said.
“This makes them the ideal choice for single or distributed multisite organizations that need an easy way to centrally manage all their sites in one unified system.”
The adoption of cloud-based surveillance is transforming how organizations approach video security, enabling them to manage multiple sites from a single, unified interface.
The centralized management capability of VSaaS not only simplifies operations but also provides enhanced data security through cloud infrastructure, which is maintained by dedicated service providers.
The integration of video with broader security systems
The integration of video surveillance with other security measures, such as access control, continues to gain momentum in Europe.
“We see continued interest in system analytics, with organizations using video cameras as sensors to reduce false alarms, better predict, manage and respond to risk, as well as gain operational insights that deliver value beyond security alone.” Beernink said.
By consolidating multiple security functions into a single platform, organizations can improve situational awareness and streamline security management. A VMS, for example, can act as the central hub for system monitoring, enabling operators to access video feeds, control access points, and respond to alarms in real-time.
Beernink highlights the value of using VMS as a control center, adding that “This, in turn, is driving the integration of video within wider security systems, often employing the VMS as the central hub for system monitoring and access to functionality.”
The integration of video with access control and other security systems not only enhances security but also provides operational insights. For example, video analytics can be used to monitor customer behavior in retail environments, helping store managers optimize layouts and improve customer service.
By viewing video surveillance as a tool for operational intelligence, organizations can derive value beyond traditional security applications.
Overcoming supply chain challenges with open platform solutions
Supply chain disruptions and component shortages have posed challenges for security companies, impacting the availability of essential equipment. However, the adoption of open platform solutions has helped mitigate these risks.
“An open platform VMS such as Milestone’s XProtect allows integrators to mitigate any supply chain disruptions as they can work with the widest possible range of manufacturers for cameras and IP devices, rather than being restricted to a single provider who might be subject to supply chain challenges,” Beernink said.
This approach enables integrators to source components from multiple vendors, reducing dependency on any single supplier. By fostering an ecosystem of compatible devices, open platforms allow organizations to adapt to changing market conditions while ensuring project continuity.
“An open platform VMS such as Milestone’s XProtect allows integrators to mitigate any supply chain disruptions as they can work with the widest possible range of manufacturers for cameras and IP devices, rather than being restricted to a single provider who might be subject to supply chain challenges,” Beernink said.
Looking ahead: the future of video surveillance in europe
As the European video surveillance market evolves, the convergence of AI, cloud computing, and integrated security systems is likely to drive continued growth. Companies like Milestone Systems are at the forefront of these developments, providing solutions that not only enhance security but also offer operational value.
By embracing innovative technologies and adhering to rigorous compliance standards, the video surveillance industry is positioned to meet the diverse needs of European organizations.
Organizations are looking for video surveillance solutions that deliver value beyond traditional security, whether through operational insights, data-driven decision-making, or enhanced regulatory compliance. As the market evolves, the focus will be on delivering these capabilities in ways that are scalable, cost-effective, and ethically responsible.
With the demand for AI-driven analytics, cloud-based solutions, and integrated security systems continuing to grow, the European video surveillance market is poised for a dynamic future. Companies that prioritize innovation, compliance, and flexibility will be well-positioned to thrive in this competitive and rapidly changing landscape.
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