Boasting over 15 years of experience in the Middle East, Skyworth persists in carving out its distinctive path and broadening its market footprint.
As the world’s biggest business event of security, safety and fire protection, Intersec was successfully held at the Dubai World Trade Centre (DWTC) from January 14th to 16th, 2025. The 26th edition of Intersec, which lasted for three days, was the largest in its history, attracting 1,200 exhibitors from 61 countries and over 52,000 visitors from more than 140 countries, making it the largest one in its history.
At this year's Intersec, over 300 Chinese enterprises showcased a diverse array of products and technologies in the fields of security, fire protection, and safety. The range of exhibits covered a wide range of areas, including AI cameras, solar-powered cameras, infrared thermal imaging devices, drones, smart access control systems, anti-theft alarms, smart door locks, as well as fire protection, emergency response, and safety products.
During the show, a&s conducted special visits to some representative enterprises and conducted interviews to further understand the exhibition highlights and market plans of Chinese enterprises at Intersec, and to clarify the hot trends in the Middle East security market this year, providing information references for enterprises to enter the Middle East market.
a&s extended an invitation to Shenzhen Skyworth Digital Technology Co., Ltd., inviting them to share their valuable insights. Skyworth has adopted a precise market positioning that places a strong emphasis on consumer experience and personalized needs. Embracing a “niche and refined” strategy, the company has been making steady progress. Now, let's delve into how Skyworth, boasting over 15 years of experience in the Middle East, persists in carving out its distinctive path and broadening its market footprint.
Q: a&s (left)
A: Shenzhen Skyworth Digital Technology
Q: When did Skyworth enter the Middle Eastern market? What products are you highlighting this year?
A: Skyworth initially stepped into the Middle Eastern market 15 years ago, initially focusing on set-top boxes and networking products rather than security solutions. In 2023, we began testing and certifying our security products, and debuted them at Intersec in January 2024, which proved extremely rewarding. Now, returning to Intersec 2025, we are now launching a full range of smart home appliances designed to deliver comprehensive in-home intelligence. In the security sector, Skyworth prioritizes the consumer and small-business markets, offering tailored solutions for small-scale deployments. While others chase large-scale projects, we excel in "niche and refined" product customization, addressing personalized consumer needs and enhancing user experience through innovative service configurations.
Q: What challenges has Skyworth faced in the Middle Eastern market?
A: The first challenge lies in cultural adaptation: Despite having more than 15 years of experience in the Middle Eastern market, aligning with local religious and cultural norms remains an ongoing effort. To accelerate this integration, we rely on comprehensive market research, active collaboration with local branches, and strategic partnerships.
The second major challenge pertains to environmental factors: The Middle East presents a diverse range of environmental conditions, including extreme temperatures, variations in population density, and infrastructure limitations such as network coverage, electricity, and lighting. These environmental conditions pose unique requirements for our products. For instance, extreme temperatures can affect the performance and durability of our devices, while infrastructure limitations might hinder their functionality. To address these issues, we conduct thorough on-site research. Our Super-Dark Vision series, for example, is engineered to operate reliably in environments with no lights. This is a solution that emerged from in-depth analysis of local pain points.
Q: At Intersec 2025, which products attracted the most attention from Middle Eastern partners?
A: Firstly, our highly promoted Super-Dark Vision series products were in the spotlight. At the exhibition, we set up a darkroom to allow visitors and potential customers to experience firsthand how these products achieve full-color images in dark environments. The full-color cameras have achieved a remarkable technological breakthrough. Leveraging AI technology, along with the 2T computing power of the perception chip, they can deliver full-color effects in extremely dark conditions. Middle Eastern partners were particularly impressed by this technological innovation, with many expressing interest in how it could enhance the security and surveillance capabilities in their local settings.
The second category is the 4G low-power-consumption products, which we've emphasized a great deal this year and which the entire industry is focusing on. We anticipate that this will be the development trend in the next two years and beyond. At this exhibition, Skyworth launched products related to 4G low-power consumption. Moreover, the combination with the Super-Dark Vision series cameras further accentuates Skyworth's unique selling points. Super-Dark Vision has now become the signature of Skyworth Security. Middle Eastern partners recognized the potential of these energy-efficient products, especially considering the varying power supply situations in the region, and were eager to explore how they could be integrated into their projects.
The third category is the two-way interactive large-screen displays camera A50. Based on their exquisite appearance design and screen interaction functions, this year, more emphasis was placed on personalized and customized interactive features. For example, there is a fall prevention function for children and the elderly. The screen can promptly capture images of people falling and send them to guardians in a timely manner. There are also smoke and open-fire alarms. The display should not merely be a screen but also possess active interactive functions, which has drawn significant attention in the industry. Middle Eastern partners were excited about the practical applications of these interactive features, seeing them as a way to add value to residential and commercial security setups, and many inquired about customization options to meet local market demands.
Q: How is AI evolving in the Middle East? What role does Skyworth see for AI?
A: AI is by no means a novel development trend. From the earliest GPT to the current large-scale artificial intelligence models, AI encompasses big data platforms, algorithm training, and deep learning. However, despite its long-standing development, even at this stage, people's perception of artificial intelligence remains rather shallow due to its complex nature and the relatively slow pace of its penetration into daily life.
To address this issue and gain a genuine understanding of what consumers can ultimately experience from "artificial intelligence", Skyworth has established a research institute. The institute mainly focuses on the training of AI multimodal large-scale models. Specifically, by leveraging cameras as a medium, it enables the realization of many interesting functions through visual perception. This is not just empty talk but is being implemented in every aspect of consumers' lives.
Q: As competition intensifies globally, how does Skyworth navigate this landscape?
A: For Skyworth, we have been in the domestic security market for seven or eight years and have accumulated a fair amount of experience. However, such experience can hardly be considered extensive in the vast Chinese security market. Despite our relatively short presence, we have still managed to develop products and solutions with Skyworth's unique features through local operation accumulation, research, and internal discussions.
Facing fierce competition, Skyworth has its own "way of survival." First and foremost, on the product side, we need to be highly focused rather than diffusely covering all product categories. Secondly, during the process of customer search, we must conduct market research and zero in on the most suitable customer groups. Take the Middle East as an example. It's not possible to carry out related businesses in all countries. The most important thing is to be in line with Chinese characteristics. To avoid an imbalance in the input-output ratio of business segments, enterprises should conduct precise research and only target the markets of "target countries," doing a refined and focused job first before further expansion. Finally, it comes to the screening of partners. Whether they are national agents or regional agents, for the evaluation and training of multimodal large-scale models, they need to have an in-depth understanding of the industry and the ability to promote product-driven industrial chains in the market. Only when they can match the company's development under comprehensive evaluation is there a possibility of reaching cooperation and jointly exploring the market?
All in all, although both the domestic and international markets are highly competitive, there will always be segmented, tracks, or segmented-field partners. By exploring suitable paths together, just like the development of a country, enterprises should have their unique characteristics.
Q: What were Skyworth’s key takeaways from Intersec 2025?
A: Building on last year’s success, Intersec 2025 allowed us to strengthen partnerships, enhance brand visibility, and refine our market strategy. As a global brand deeply invested in security innovation, we will continue leveraging this platform to showcase new products, sales strategies, and policy updates. We look forward to returning to Intersec in 2026!
Intersec Shanghai 2025 is coming
Intersec Shanghai Exhibition Consultation
Driven by innovation trends, the Internet of Things (loT) and Artificial Intelligence (AI) have opened up promising prospects for security, smart buildings, fire safety and transportation logistics. To capitalise on the opportunities presented by this technological advancement, Messe Frankfurt and Council for the Promotion of International Trade Shanghai (CCPIT) will jointly host Intersec Shanghai, a new trade fair for security, fire protection and safety, which will be held for the first time from 13 to 15 May 2025, at the National Exhibition and Convention Center, Shanghai. Intersec Shanghai will connect the Chinese market with international security, fire protection and safety solutions.
Messe Frankfurt (HK) Ltd
Mr. Jack Ho
Tel: +852 2230 9294
jack.ho@hongkong.messefrankfurt.com
Messe Frankfurt (Shenzhen) Co Ltd
Mr. Luffy Zhong
Tel: +86 755 8299 4989 ext.601
luffy.zhong@china.messefrankfurt.com