Fresh off a trip to Intersec Dubai, Elvish sat down with asmag.com in Singapore to discuss the state of security, the cloud revolution, and the challenges posed by a tightening labor market.
As the world grapples with rapid technological shifts and geopolitical uncertainties, the security industry is no different. For the past few years, Genetec, has been gauging these industry trends in the company’s annual “State of Physical Security” report, an initiative that offers deep insights into industry trends, investment priorities, and the evolving role of technology in security operations.
Leading this is Andrew Elvish, Vice President of Marketing at Genetec. Fresh off a trip to Intersec Dubai, Elvish sat down with asmag.com in Singapore to discuss the state of security, the cloud revolution, and the challenges posed by a tightening labor market.
A changing market landscape
Andrew Elvish, VP,
Marketing, Genetec
ASMAG: What brings you to Asia this time? Are you visiting specific partners or projects?
Elvish: I came here from Intersec Dubai, and it was an opportunity to extend the trip and meet with our partners in Asia. The security industry has undergone significant changes since the pandemic, and we’re now seeing a new playing field. Market consolidation is accelerating – considering Bosch’s acquisition by Trident. At the same time, we see emerging VMS players introducing new offerings, challenging established players.
Here in Singapore, we’re conducting a special session with our channel partners on our State of Security report. It’s crucial for us to engage with the broader Genetec community, share insights, and strengthen relationships. The APAC market is particularly interesting right now – there’s a strong appetite for hybrid cloud adoption, not just from multinational corporations but also from domestic enterprises. One of my main objectives on this trip is to ensure our channel partners fully grasp this shift so they can communicate its benefits to their clients.
Security’s new priorities
ASMAG: Your annual security industry report has become an influential resource for the sector. What inspired Genetec to launch this initiative?
Elvish: In February 2020, I was at Charles de Gaulle Airport discussing an upcoming trip. Days later, the world shut down. With all the uncertainty that ensued, we realized we needed a way to gauge industry sentiment. That’s when we partnered with Novaira Insights to conduct our first survey. Initially, we received around 800 responses, but interest grew quickly – today, nearly 6,000 security professionals participate.
Our goal has always been to create an unbiased industry barometer, not just a Genetec-branded study. One consistent finding over the years is that access control modernization remains the top investment priority for security professionals. The pandemic exposed the vulnerabilities of outdated access control systems – many were difficult to update or manage remotely, lagging far behind advancements in video surveillance. Fifteen years ago, there was little discussion about software unification in physical security. Today, it’s a necessity.
The year ahead: Key findings
ASMAG: What findings from this year’s report stood out most to you?
Elvish: The economic and geopolitical turbulence of 2024 had a profound cooling effect on business sentiment. Interest rate hikes, inflation, and conflicts in Ukraine and the Middle East have made many markets jittery. However, APAC remained an outlier, maintaining a relatively optimistic outlook.
Another pressing issue is talent recruitment. Across the industry, there’s growing concern about the ability to find and retain skilled security professionals. In the Middle East, for instance, 61 percent of respondents cited labor shortages as a major concern for project deployment, and 72 percent globally believe this problem will worsen in 2025. The security industry isn’t doing enough to attract young talent or provide adequate training, leading to high turnover among security operators. Some firms are now hiring technicians from the professional audio-visual sector and retraining them—a trend we may see more of in the future.
A related shift is the increasing role of IT in security decisions. For the first time, our survey found that IT departments are more involved in security procurement than traditional security teams – 51 percent vs. 44 percent. This has significant implications for how security solutions are sold and implemented.
Beyond the hype: AI, cloud, and the future
ASMAG: AI and cloud technology continue to dominate discussions. What’s next for security technology?
Elvish: AI and cloud are past the peak of the Gartner hype cycle—they are no longer just buzzwords but integral to the industry. The question now is, “How do we turn these technologies into actionable revenue-generating solutions?”
For AI, the focus will shift toward intelligent automation. The real value lies in making security operators more efficient – not in creating opaque “black box” decision-making tools. AI excels at digesting vast amounts of data and highlighting critical insights for human operators, but it lacks foresight and creativity. The next frontier will be leveraging AI to enhance situational awareness without replacing human judgment.
On the cloud front, the industry is moving toward hybrid approaches—such as micro-servers acting as bridges between legacy on-premises systems and the cloud. “Rip-and-replace” is not practical in large deployments where there are thousands of cameras, and IT departments prefer solutions that minimize on-premises infrastructure while maximizing scalability and security. This shift benefits systems integrators (SIs), making deployments easier to manage and maintain.
Rethinking business models
ASMAG: Technology changes also impact business models. How do you see the security industry evolving?
Elvish: The industry is moving to an “as a service” model. This transition is even more disruptive than the shift from analog to IP cameras. Today, the move from perpetual licenses to subscription-based security solutions is fundamentally changing how businesses approach security. In a Video Surveillance as a Service (VSaaS) model, customers effectively “vote” every year on whether they still see value in your product. At Genetec, we embrace this shift by maintaining an open ecosystem – of if a customer isn’t satisfied, they should be free to switch.
One mistake many companies make is slicing AI features into premium add-ons. We believe AI should be a core component of security platforms. For example, our forensic search capabilities leverage Large Language Models (LLMs) without additional costs to customers.
The cybersecurity imperative
ASMAG: Genetec has been a strong advocate for cybersecurity for many years. How is the industry responding?
Elvish: Unfortunately, many organizations still treat cybersecurity as someone else’s problem. Our report shows a decline in the number of physical security teams deploying cyber tools. Yet, failing to prioritize cybersecurity in physical security networks is a major risk.
IT and security professionals often have vastly different mindsets. Physical security teams must proactively demonstrate their strategic value – resiliency, long-term planning, and risk mitigation. But this is not possible if you neglect cybersecurity and open yourself to breaches. Regulatory frameworks are pushing cybersecurity higher up the agenda, but more industry-wide collaboration is needed to bridge the gap between IT and security teams.
Final thoughts
ASMAG: Many companies, including Genetec, emphasize security’s value beyond protection – boosting operational efficiency and productivity. What advice do you have for organizations looking to maximize their security investments?
Elvish: Security professionals need to do a better job of showcasing the strategic value they bring to an organization. At Genetec, we developed Operations Center within our Security Center platform to enhance cross-department collaboration. By integrating workflow management and ticketing systems, security teams can extend their influence beyond their traditional role. The more security professionals position themselves as enablers of business continuity and efficiency, the more they will be seen as indispensable decision-makers.