“IFSEC is still recognised as the foremost global show for the security sector,” said Phil Doyle, regional director for Axis Communications in northern Europe, as we began to discuss this year’s event in detail.
“It’s certainly the major event for us. There are genuine sales opportunities to be had. For ourselves, last year was the most successful show ever. It’s great to be part of the security community that gathers at the NEC, and to be able to generate informal face time with our key customers.”
Although Axis Communications is best known for its penchant and expertise in designing network video solutions – including both cameras and encoders – the company also enjoys a large ecosystem of partners.
“The big thing for us this time around will be continuing the drive on HD” (a topic Doyle has touched upon in his regular blog for I4S entitled ‘The Networker’). “Every camera in our range now boasts an HD and multi-megapixel variant.”
HD: the operational standard for end users
The company launched over 30 new cameras in 2010, and the plan is to have a similar number of new additions to its surveillance family come the end of this year.
The new M50 model – designed for the retail sector and launched to market last March – is just one of the solutions on display next week.
Models in the M50 PTZ dome network camera series have been designed to give end users a discreet surveillance solution. The cameras are for indoor use in applications such as shops, banks, hotels, office lobbies, restaurants and warehouses.
They measure just 13 cm by 5.6 cm and offer 360 degrees surveillance in HD.
A built-in microphone has been added, in turn allowing security managers to use the audio detection function when monitoring for unusual noises and then triggering a security alarm if required.
Using Power over Ethernet, the PTZ dome series consists of the Axis M5014 (with HD 720p) and the Axis M5013 (boasting SVGA 800×600 pixel resolution).
Doyle informed me that HD 720p in the M5014 entails a 1280×720 pixel resolution, progressive scan, HD colour fidelity, full frame rate and a 16:9 format.
“These cameras have been designed to deliver multiple, individually configurable H.264 and motion JPEG video streams simultaneously,” he added.
As far as Doyle’s concerned, HD is very much becoming the operational standard for security managers.
Examination of the current business climate
Axis Communications had what Doyle described to me as “a solid first quarter” this year, with “lots of interest” in the portfolio around the globe.
In the UK, Doyle suggested the market is now on the up. Understandably, there’s obviously a strong desire to maintain that trending.
“We’ll be processing all of our leads and conversations within ten days of this year’s show ending, Brian,” said Doyle. “By the end of the next six-month period we’ll already be planning next year’s IFSEC. Once we’ve processed the leads there’ll be a wrap-up meeting on how next week progressed.”
Elaborating the point, Doyle continued: “Could we do better next time around? Is there anything we can learn from others? What were the key themes, and how will they impact our market?”
Speaking of themes, what does Doyle feel might be the overriding theme at this year’s show?
“I think IFSEC 2011 will be all about HD, partnerships and collaboration,” he said without a moment’s pause for thought. “Partnerships that will help the security sector push on for the rest of the year and into 2012.”
The company’s stand build starts a week in advance of IFSEC’s doors opening to the public. 40 staff will be on hand from Doyle’s own northern Europe region, with others drafted in from elsewhere to lend a helping hand or two.
Concentration on retail and transport
Of late, the company’s focus has been set firmly on developing significant business with end users operational across the retail and transport sectors. A two-tier sales model has been in operation to meet that goal.
“We continually need to understand what’s of most importance to the end user,” explained Doyle. “For the most part, you’re talking about the successful transmission and storage of images.”
Are there any enhancements Doyle would like to see UBM Live – organiser of IFSEC – make to the show going forward?
“Every year, there’s something new going on at the show,” enthused Doyle. “This time, for example, there’s I4S At The Movies” [of which Axis is the prime sponsor, and where I4S’ editor Anthony Hildebrand invites show attendees to gather for a few drinks and some snacks while they watch the funnier video clips we’ve run on the site these past few years].
Doyle went on to state: “The thing about IFSEC is that it’s down to Earth and real. You’re able to put on events for customers whom you might only see once in a given year. The socialising and the networking opportunities afforded really are immense. The show is what it is, though, and I don’t think it should be changed in any way. If it were, it may well become something it isn’t, and that wouldn’t be a positive step forward.”
That said, Doyle does have an open mind on the matter.
“Of course there’s always room for improvement in everything,” he concluded, “but for me IFSEC works. There’s absolutely no doubt about that.”
Axis Communications at IFSEC 2011
Hall 4 Stand E90
