Security 50 Roundtable Part II: Insights from challengers outside the top 10

Each year we at asmag.com compile the Security 50 report listing the top companies in security and exploring the latest developments in the industry. How did security fare this year, and how do top companies see the road ahead? As part of the project, we asked them directly.
 
While the answers from top 10 companies are compiled in this companion piece, this article will focus on specialized brands and upcoming players outside the top 10, highlighting their takes on key issues facing the industry today—from AI to cloud migration, cybersecurity and ethical AI.
 
Contributions to this piece come from Suprema, IDIS, CP PLUS, Alarm.com, Milestone, Gallagher, Optex, Verkada, i-PRO, Gunnebo and Genetec.
 

AI as challenge that needs a responsible approach

Suprema has been household name in access control and biometrics for many years. As a technology leader, the Korean company is upbeat about the industry moving in appositive direction in 2025 and beyond. Hanchul Kim, CEO, Suprema, sees the industry as “both resilient and rapidly evolving, driven by shifting user preferences toward intelligent, proactive security solutions.”
 
In terms of technology adoption, Hanchul Kim sees “a paradigm shift: from incident response to proactive intervention,” for which Suprema is well ahead of the curve. 
 
“At Suprema, we've been developing AI technologies internally long before the current market surge, allowing us to optimize our facial authentication devices while extending AI capabilities across our comprehensive security ecosystem. Our strategy has been to embed AI at every layer—from facial authentication and fingerprint recognition to intelligent video analytics and our unified security platform. This deep integration enables us to deliver solutions that are already field-tested and operationally proven,” he adds.
 
Hanchul Kim says Suprema “is focused on three imperatives that differentiate us in the marketplace: AI-powered technologies that predict and prevent threats, privacy, encryption, and compliance frameworks embedded into the core of our solutions, and platforms that can scale securely across global markets.”
 
“For us, success means enabling customers to operate with confidence that their people, data, and reputations are protected. By aligning innovation with governance and measurable results, Suprema stands out in a market where technological advancement must always be paired with reliability and responsibility,” he added.
  
Korean peers IDIS sees important trends emerging in the way data is being handled by security systems, and how the systems empower functions beyond security in a responsible manner.
 
“In the past, natural resources were the source of wealth; today, data is the oil of the 21st century. Companies are collecting vast amounts of money by gathering customers' search histories, locations, and purchase patterns. As technology advances, a fear has emerged that what we do and where we go is constantly being recorded, often without our knowledge or consent,” says Dennis Choi, General Manager, IDIS Middle East and Africa. “The privacy trend is not merely a simple personal preference of 'not wanting to show something to others.' Instead, it signifies a massive societal shift interwoven with capital, technology, and law.”
 
“These shifts are driving a tightening of privacy regulations, and video surveillance is not exempt. In particular, we have observed strong customer demand for a feature that provides privacy protection in live video streams,” Choi says. “However, these technologies present several challenges. Object detection can fail to detect people, and in some cases, masking will not be applied, exposing them in the video. Heatmap masks entire areas, making it hard to distinguish people from objects, resulting in unclear video that is difficult to review efficiently.”
 
“To address these issues, IDIS has developed ‘Smart Privacy Masks.’ This patented technology combines the advantages of object detection and heatmaps. IDIS Smart Privacy Masks utilizes these technologies appropriately depending on the scene, adjusting the mosaic strength to make video streams much clearer. Furthermore, deep learning technology improves object recognition rates, protecting individuals’ identities. As a result, users can protect privacy while maintaining clear image quality,” he adds.

To many Indians, the name “CP PLUS” is synonymous with “video security.” After one of the most successful IPOs in the country this year, CP PLUS remains upbeat about its path ahead, especially because it adapted quickly to new cybersecurity and “Made-in-India” guidelines by the national government.
 
“It’s a market reset driven by the implementation of STQC guidelines, disrupting Chinese brands and opening growth opportunities for Indian and global players. Well-prepared companies like CP PLUS, with large-scale manufacturing (the biggest facility outside China), strong R&D, brand recall, extensive distribution, and robust service support, are clearly benefiting from these tailwinds,” said Aditya Khemka, Managing Director, CP PLUS.
 
In terms of technology, Khemka says CP PLUS “accelerated edge-first product development—such as on-camera analytics—so that AI runs where data originates, reducing cloud dependence and satisfying cybersecurity rules.”
 
“Decades of brand equity and proven reliability make us the preferred choice across retail and institutional buyers. Our certification success further reinforces this trust,” he said. “STQC-certified products open doors in countries that are raising their own cyber standards (Middle East, Southeast Asia), presenting a near-term export opportunity.”
 
“For CP PLUS, the strategy is clear—double down on compliant, secure hardware; lead with edge AI and bandwidth-smart coding; scale local manufacturing and channel reach; and convert technology into services and trusted partnerships. This combination addresses today’s market shocks thus positioning us to capture the structural growth of 2026 and beyond,” Khemka added.
 
VSaaS and smart-home provider Alarm.com is bullish about the market going forward.
 
“The SMB/Commercial security landscape is exceptionally strong as we're in the early innings of a major upgrade cycle. Businesses are transitioning from legacy standalone, passive systems to unified, proactive cloud-based solutions delivered as SaaS offerings,” says Dan Kerzner, President, Platforms Business, Alarm.com.
 
Advances in technology bringing about tangible improvements are the main growth driver, according to the Virginia-based company, which is included in Security 50 for the first time, ranking a strong 15^th.
 
“The most transformative advancement is AI-powered video analytics improvements that can accurately detect people while filtering out irrelevant motion on inexpensive hardware. This breakthrough has finally enabled video cameras to function as reliable alarm sensors, even in complex outdoor environments, with false positive rates low enough to democratize Remote Video Monitoring (RVM),” Kerzner says. “We've invested in RVM and video verification for years.”
 
AI becoming mainstream is seen as a main factor in the industry’s solid performance at a time when other sectors feel the pinch of higher trade barriers.
 
“Despite economic uncertainty in the broader market, demand for security has continued to grow, and our partners are seeing that growth firsthand,” Kerzner says. “Historically, security has proven to be one of the most resilient industries through different economic cycles, and advances in technology has only strengthened that position. With Alarm.com’s increasingly intelligent and integrated solutions, integrators can deliver advanced protection while also helping businesses and property managers streamline operations and improve efficiency.”
 
The shift from reactive to proactive systems, with functionalities far beyond security, is also front and center at Danish VMS powerhouse Milestone Systems. Kiean Khoo, Asia Business Head, Milestone, identified the trend as one of the main forces driving demand and unlocking new fields of application within security and beyond.
 
“A major theme this year has been the repositioning of video surveillance from a cost center to a business enabler,” Khoo says. “[Strong momentum in the video security market] underscores how solutions are moving beyond safety into areas like operational efficiency, compliance, and customer experience.”
 
Milestone has adopted a broad, partnership-based focused in AI development, with partnerships with NVIDIA and the acquisition of Berlin-based tech company brighter AI.
 
“The most transformative AI innovations today are those that combine intelligence with responsibility: predictive analytics that anticipate incidents before they occur; anomaly detection that strengthens situational awareness; and privacy-preserving technologies that allow organisations to use video data without compromising trust,” Khoo said.
 
“The security market is evolving fast, with new entrants, disruptive technologies, and customer expectations driving intense competition. Successful players are those that combine innovation with adaptability, offering solutions that are open, interoperable, and business-relevant,” he said. “Milestone’s competitive edge comes from our open-platform approach, which enables customers to integrate best-of-breed technologies into a cohesive ecosystem.”
 
At access control stalwart Gallagher, new technologies, new applications scenarios, and a more holistic approach have taken center stage, too. However, the New Zealand-headquartered company sees the task not just in putting technologies in place, but enabling users to unlock their full potential.
 
Danille Mitchell, Training Manager APAC and IMEA, Gallagher Security, says: “In 2025, the security industry remains in transition, but the real shift is people-driven, not just technology-driven.”
 
“End users are redefining security from a cost center into a strategic value driver, pushing demand for systems that are easier to use, cyber-resilient, cloud-enabled, and capable of delivering operational intelligence,” Mitchell says. “Sustainability is also shaping decisions, while partnerships and people remain the foundation of trust and growth. Looking ahead, these forces—particularly AI, cloud, and the integration of security into wider business outcomes—are set to accelerate in 2026, ensuring the industry continues to expand and evolve.”
 
Gallagher, too, sees that customers expect AI to turn reactive systems into proactive enablers. It sees itself as a catalyst of the trend, unlocking its potential together with partners and customers.
 
“There’s still hesitancy out there about privacy and the maturity of the technology, but it’s clear that the desire is for AI to ease staffing pressures, streamline workflows, and open the door to predictive security,” Mitchell says.
 
“The true value of any system lies in how effectively people are enabled to use it. That’s why we maintain a strong emphasis on customer enablement and education,” she adds. “By ensuring our customers can unlock the full potential of their investment, we help them achieve safer, more resilient environments. This commitment to empowering end customers not only drives customer satisfaction and loyalty, but also ensures we remain competitive and relevant in a rapidly evolving industry.”
 
The adoption of a holistic approach is also a driver of innovation at Japan’s OPTEX.
 
Mac Kokobo, Board Director & Senior Executive Officer, Head of Global Security Business Division, OPTEX says: “The security industry is increasingly expected to serve not just as a provider of products, but as a true ‘partner’ supporting the safety and peace of mind of society. At OPTEX, our mission is to eliminate anxiety, discomfort, and inconvenience, contributing to solving challenges across industrial, public, and educational sectors. Looking ahead, we aim to enhance our corporate value and help realize a sustainable society by delivering products and services that emphasize harmony with the environment, ethical standards, and local communities.”
 
The focus of the company is as much on developing sensors that enable AI, as it is on developing concepts around AI that enable the best of the technology, while avoiding its downsides.
 
“In response to the growing societal interest in data privacy and AI ethics, OPTEX is promoting the development of products that avoid the unnecessary collection of personal data, along with the adoption of explainable AI (XAI),” Kokobo says.
 
So far, some general trends have emerged among Security 50 companies: AI driving expansion, previously reactive systems becoming proactive, deployment of security technology beyond security.
 

Beyond the ranking

Our ranking of the top 50 companies in the security industry is based on revenue from product sales. Companies that generate revenue through other payment models, or, as private companies, don’t disclose their financial data, aren’t eligible for the ranking. That, however, doesn’t mean we at asmag think they are not as important as those ranked. We therefore also asked some unranked big players in the industry for their take on the state of security in 2025.
 
Silicon Valley-based cloud solutions provider Verkada has made it its mission to bring cutting-edge AI to customers. Usability is front and center in the company’s philosophy.
 
Jonathon Dixon, Vice President and Managing Director of JAPAC at Verkada, says: “Customers tell me that they’re being asked to do more with less, especially with the advent of AI. As they manage increasingly complex systems and respond to a broader range of threats, we’ve seen an opportunity to build our Command platform as a force multiplier for them. There’s no doubt going to be an agentic future where AI-powered security tools create more time for security professionals to focus on the highest-value work.”
 
“Businesses across industries are looking to maximize their investments, and security is no exception,” he says. “In conversations with customers, I’ve seen a shift toward ROI-focused investments. Customers are looking for platforms that reduce complexity, eliminate redundant systems, and deliver measurable outcomes across more than just one functional organization. The customers I’ve seen successfully advocate for increased investment in security are those that can demonstrate value beyond just security, extending benefits across operational efficiency, scalability, and integration with existing infrastructure.”
 
With its philosophy aligned with market trends and an expanding customer base giving testimony to the value of its systems, Verkada is unsurprisingly upbeat about the path ahead.
 
“I’m bullish on the enterprise security industry,” Dixon says. “AI is transforming the ways that organizations protect people and places, and I’m lucky to be on a team that’s pushing the boundaries of what’s possible. We’ve been driving incredible value already – bringing physical security onto a natively integrated, cloud-based platform – but where we’re going – delivering a platform that powers the entire workflow of a security professional – is going to drive exponential value.”
 
As a fast-growing innovator, Japan-based i-PRO is combining AI, open architecture and compliance with international regulations.
 
Gerard Figols, Chief Operating Officer, i-PRO, says: “Our industry is healthy and maturing, and undergoing a profound transformation. At i-PRO, we’ve seen double-digit year-over-year growth, and our turnover is now more than 70% higher than it was in 2019.”

“Key growth drivers include the rise of edge AI for proactive security and operational intelligence, the expansion of cloud and hybrid architectures that support flexible deployments and improve total cost of ownership, and the global demand for data integrity—including cybersecurity and ethical, transparent AI practices.”
 
i-PRO has been an early adopter of AI, with broad integration across its portfolio. Its focus is on ensuring the technology remains compatible with the needs of all those involved, from the end user to national governing bodies.
 
“Responsible AI and verifiable governance moved from talking point to procurement requirement, and i-PRO leads with certified governance,” Figols says. “Customers want evidence that an AI system is developed, tested, deployed, and maintained under a management framework, not just coded in a lab.”
 
“We invested early in formal AI governance aligned with international standards, continuous cybersecurity practices, and privacy by design,” he says. “We believe our role is to listen, learn, and lead responsibly – a philosophy that guides our product development, partnerships, and global strategy.”
 
Swedish entrance control powerhouse Gunnebo sees sustained growth across the industry on the back of client investment in sustainable offices.
 
“Many companies are choosing to move to a smaller footprint in a more premium, energy efficient building.  This is leading to several different companies featuring in one building and requiring layered entrance control with protected floor facilities,” says Howard Lang, President, Gunnebo Entrance Control. “There remains significant opportunity within unprotected buildings and facilities that have yet to adopt smart technology systems. Growing global incidents are prompting more organisations to review their current measures and upgrade to smarter, more proactive solutions that balance security with user convenience.”
 
In terms of technology, AI is enabling the innovations that clients need.
 
“The most notable innovations are systems enhancing situational awareness and enabling data-led decision making in real-time, helping security and building management systems to work together more seamlessly,” Lang says.
 
“Growing demand for energy-efficient, adaptable security solutions allowed us to meet bespoke client needs, while expansion into regions with rapidly developing infrastructure created openings to leverage our expertise,” he adds.
 
Aside from future-ready entrance solutions, Lang sees ethics and accountability as a main factor in AI development.
 
“The increasing focus on ethics and accountability in technology shaped our market scope. Regulatory scrutiny around data protection and responsible AI use prompted closer oversight of development processes,” he says. “We used AI to support research development, product design and predictive maintenance, but always within a framework that prioritizes transparency and regulatory compliance. Broader industry conversations around governance and ethical standards created opportunities to differentiate through responsible innovation and build stronger trust with clients.”
 
Meanwhile at Genetec, integrating a vast array of security-plus functionalities remains the main focus. Concretely, this means cloud integration and unification are at the center of the Canadian company’s solutions.
 
Andrew Elvish, Vice President, Marketing, Genetec, sees two major growth drivers that emerged over the past year: “The adoption of AI-powered intelligent automation and a more mature view of cloud deployment.”
 
“End users and partners aren’t asking ‘cloud or not cloud’ anymore. They’re examining a range of options and selecting the model that best suits their needs,” Elvish says. “Looking ahead to 2026, I’m optimistic. Investments remain strong, and security professionals are approaching technology with real curiosity and creativity.”
 
Technologically, Elvish sees Genetec well positioned to developments in the market and technology.
 
“Many of the AI tools on the market today are point solutions that address one problem in isolation. But when intelligent automation is built into a unified platform, it changes everything,” he says.
 
One driver of technology adoption, however, lies outside the scope of AI innovation.
 
“A major challenge is the shortage of skilled manpower across the industry. Hiring and retaining qualified professionals is tough for both integrators and end users. That’s where intuitive, AI-assisted tools can make a difference,” Elvish says.
 

Manpower shortage

While all eleven interviewees for this piece—unsurprisingly—cited AI as a major driver in the industry, the shortage of manpower was cited by seven of them as a main concern as well—equally important to compliance issues and market barriers such as tariffs, if we just count the number of citations.
 
The strategy to address those challenges lies for the most part in technological innovation: AI is expected to “to do more with less,” as Verkada’s Jonathon Dixon says, alleviating the burden on security teams and, at the same time, unlocking untapped potential in application scenarios beyond security.
 
All in all, the executives cited in this article, as well as those cited in this companion piece, look ahead at 2026 in anticipation. Growth is expected to remain steady amid deepening adoption of new technologies.