Sunwave Communications shares its global expansion strategy, AI-driven security innovations, and Middle East market insights in an exclusive Intersec 2025 interview, highlighting collaboration, customization, and cutting-edge wireless security solutions.
As the world's largest business event for security, safety, and fire protection, Intersec 2025 was successfully held at the Dubai World Trade Centre (DWTC) from January 14th to 16th, 2025. The 26th edition of Intersec, spanning three days, marked its largest event to date, attracting 1,200 exhibitors from 61 countries and over 52,000 visitors from more than 140 countries.
This year, over 300 Chinese enterprises showcased a diverse array of products and technologies in security, fire protection, and safety. The exhibits covered a broad spectrum, 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 solutions.
During the show, a&s conducted special visits and interviews with key exhibitors to gain insights into their exhibition highlights and market strategies at Intersec 2025. These discussions also aimed to identify the latest trends in the Middle East security market, offering valuable information for enterprises looking to expand into the region.
This time, a&s invited Fan Zhang, marketing director at Zhejiang Sunwave Technology Communication Co., Ltd. (hereinafter referred to as "Sunwave Technology") to share its global expansion experience and discuss how it has strategized its presence in the Middle East market, adapted to market differences, and promoted Chinese brands on the global stage.
Q: When did Sunwave Technology enter the Middle East market?
A: Sunwave Technology began its global expansion in 2013. At that time, the Middle East market was part of our broader international strategy but had not yet been fully developed. Initially, we focused on channel partnerships and integrators rather than direct sales to end customers, as this approach facilitated market entry. We provided tailored products and solutions based on the specific needs of integrators and channels in the Middle East.
Q: What are the key products your company launched at Intersec 2025?
A: This year, we showcased our SCUTARII series of wireless security products and advanced wireless signal control solutions, designed for public safety, restricted areas, commercial spaces, and educational institutions. These innovations are reshaping the global wireless security industry.
Our key products include:
- CUBE2.0 – A next-generation wireless signal blocking system that supports 2G, 3G, 4G, and 5G cellular networks, as well as Wi-Fi and Bluetooth signals. Its low radiation, precise coverage, and plug-and-play design make it ideal for high-security scenarios, ensuring exam integrity and information security.
- MAS Series – An upgraded version of CUBE2.0, featuring blacklist and whitelist management and unauthorized device detection. It offers 200 times higher blocking efficiency than traditional products, with precise coverage control, making it a perfect solution for confidential meetings and restricted areas.
- Portable Positioning & Tracking Device – A compact, suitcase-style system that supports multi-band signal tracking, enabling real-time tracking of multiple targets with 20cm accuracy. This device significantly enhances security personnel efficiency during operations.
- With precise signal control, exceptional reliability, and user-friendly design, these products are well-suited to meet modern security demands.
Q: The Middle East market differs significantly from the domestic market. How does Sunwave Technology adapt its solutions to these environmental changes?
A: Adapting to the Middle East market requires a three-pronged approach:
Customization is essential as spectrum control regulations vary across regions, requiring tailored wireless communication solutions to meet specific compliance and operational needs. Scalability plays a crucial role in optimizing wireless signal access control systems for large and complex structures, ensuring seamless performance through flexible product configurations. Additionally, adopting flexible business models allows us to provide integrated and distributed shielding systems for security-sensitive areas, helping customers optimize their investment while enhancing operational efficiency.
By combining customized deployment, network optimization, and strategic partnerships, we ensure seamless integration into the Middle East security landscape.
Q: How do Chinese enterprises position themselves in competition with international players?
A: Innovation is the key to differentiation. Sunwave allocates 10% of its annual revenue to R&D, continuously integrating cutting-edge technologies into its product line.
While we offer standardized solutions, we also collaborate with ecosystem partners to streamline deployment, delivery, and maintenance, strengthening our competitiveness abroad. Since 2013, we have built a solid foundation in international markets, refining our product portfolio and support services to align with global industry trends.
Q: What advice do you have for Chinese enterprises expanding internationally?
A: Sunwave follows a long-term approach to market expansion, which includes: market research is the first crucial step in entering a new market, involving a thorough understanding of product competitiveness, regulatory compliance, and customer demand. This is achieved through industry exhibitions, networking with key players, and conducting comprehensive market studies. Once a solid understanding is established, pilot testing and deployment follow, where product trials are conducted, and key customer channels are leveraged to assess real-world performance before a full-scale launch. Only after successful market validation does the expansion and investment phase begin, ensuring that operations scale sustainably and effectively in the new market. This step-by-step strategy has been instrumental in our successful overseas expansion.
Q: How does Sunwave Technology view market trends and the role of AI?
A: Artificial Intelligence (AI) has already become an integral part of both business operations and daily life. At Intersec 2025, our wireless security solutions leveraged AI-driven signal analysis for enhanced information security.
From our perspective, competition and cooperation coexist in the global market. In the wireless security sector, Sunwave Technology is still in the growth and development phase. By adopting a long-term market strategy, we emphasize collaboration over competition.
Building an industry ecosystem is essential for international success. By leveraging the unique strengths and resources of different enterprises, we can create synergistic growth opportunities, enabling more Chinese companies to thrive globally.
We welcome strategic partnerships to drive mutual success in the overseas market.
Intersec Shanghai 2025 is coming
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