"We aim to es­tab­lish our­selves as a so­lu­tion com­pany rather than cam­era only com­pany"

Sud­hindta Holla, Coun­try Head, Axis Com­mu­ni­ca­tion

DQ Channels - - Front page - PRIYANKA PUGAOKAR /(priyankapu@cy­berme­dia.co.in) More on the web: Read more de­tails about Axis Com­mu­ni­ca­tions www.dqchan­nels.com

Axis Com­mu­ni­ca­tion com­menced its In­dia op­er­a­tions in the year 2007. How has been your jour­ney in the video sur­veil­lance in­dus­try in In­dia in terms of growth and ex­pan­sion?

Sud­hin­dra Holla: We started ex­plor­ing the In­dian mar­ket in the year 2006. We opened a full fledge of­fice in Ban­ga­lore in 2007 and then slowly ex­panded our foot prints in other cities like Mum­bai, Delhi, Hyderabad and also in the SAARC re­gion. The jour­ney has been quite promis­ing so far. We wit­nessed close to 30 per­cent growth in 2015, where the in­dus­try growth was at around 20-22 per­cent. We suc­cess­fully ex­e­cuted some of the cru­cial projects dur­ing the year such as Nanded Safe City pro­ject and Nashik Kumbha Mela pro­ject and also ac­quired some very big Cor­po­rate clients. At present we have around 750 en­ter­prise cus­tomers us­ing Axis so­lu­tions. We have in­stalled more than 100 thou­sand plus cam­eras across the in­dus­tries and ver­ti­cals so far. So the In­dia story is pretty en­cour­ag­ing for us in terms of over­all busi­ness growth.

Be­ing one of the prom­i­nent video net­work so­lu­tion providers, what are the key trends do you ob­serve in the net­work video in­dus­try? Sud­hin­dra Holla:

We saw a sig­nif­i­cant amount of con­ver­sion hap­pen­ing from Ana­log to IP tech­nol­ogy, specif­i­cally in the En­ter­prise seg­ment. To­day, Ana­log and IP have 50-50 per­cent mar­ket share. Go­ing for­ward, IP will take a lead with around 85 per­cent mar­ket share in In­dia in next 5 years. I would not say that Ana­log will com­pletely go away, but IP will gain dom­i­nance. IP tech­nol­ogy of­fers sev­eral ben­e­fits such as re­mote mon­i­tor­ing, se­cu­rity of data, HD qual­ity etc. Con­sid­er­ing the ben­e­fits of IP, it would be very dif­fi­cult to Ana­log to re­ally scale up in the near fu­ture. Se­condly, with the govern­ment rolling out sev­eral City Sur­veil­lance projects, it will fur­ther es­ca­late the de­mand for IP cam­eras in such kind of ini­tia­tives.

What role do you see for your­self in the Govern­ment of In­dia ini­tia­tives like Smart Cities and other City sur­veil­lance projects? Sud­hin­dra Holla:

There is a lot of scope in the crit­i­cal in­fra­struc­ture and city sur­veil­lance projects. How­ever, th­ese projects are still in the ten­der­ing phase. I see the ten­ders prob­a­bly would be com­ing out in the se­cond half of this year and the ac­tual im­ple­men­ta­tion will start at the end of next year. We see our­selves play­ing a ma­jor role in such kind of ini­tia­tives. We are en­gag­ing with the con­sul­tants who are nom­i­nated for th­ese govern­ment projects and we are try­ing to share our ex­pe­ri­ences with the cus­tomers and the con­sul­tants. Safety is the prime el­e­ment of any Smart city where we play a ma­jor role in the de­ploy­ment of smart so­lu­tions. We have al­ready im­ple­mented some of the safe city projects like Nanded and Ju­na­garh safe city pro­ject and we are try­ing to lev­er­age on our do­main knowl­edge and ex­per­tise and share our ex­pe­ri­ence with the con­sul­tants and au­thor­i­ties.

What is a role of your chan­nel part­ners in your growth? What are your Chan­nel plans and pro­grams for 2016? Sud­hin­dra Holla: Chan­nel part­ners are key to our suc­cess in In­dia. We fol­low tier 2 model that means we sell only through sys­tem in­te­gra­tors. We have global part­ners such as G4S, Honey­well, Tyco, ICD and Siemens and we have fo­cused part­ners or loyal part­ners such as Nextgen In­te­grated Sys­tems, Uni­com, Net­place, Wipro , L&T, SVNT, Chubb, Vi­hawk, Nerve­cen­trex, Van­tage, MK, Poliex­cel and Tech­nosys who are en­gaged with us on a large pro­ject. We had launched “Closer to the part­ners” ini­tia­tive in 2015. We will en­hance our fo­cus on this chan­nel pro­gram in this fis­cal.We are work­ing very closely with our fo­cus/loyal part­ners so that they can de­liver the so­lu­tions to the end cus­tomers more ef­fi­ciently. We will en­gage with the global part­ners such as G4S, Honey­well, Tyco and Siemens. At the same time we in­tend to in­crease the ac­tive part­ners. This is not to cre­ate a com­pe­ti­tion within our chan­nel, but to in­crease the num­ber of cus­tomers buy­ing so­lu­tions from Axis.

What are the key thrust ar­eas for Axis Com­mu­ni­ca­tions in 2016? Sud­hin­dra Holla: We aim to es­tab­lish our­selves as a So­lu­tion com­pany rather than Cam­era only com­pany. We will be fo­cus­ing on the four key growth pil­lars of our busi­ness in In­dia. The first and very sig­nif­i­cant el­e­ment is strength­en­ing our part­ners. We will more fo­cus on ‘get­ting closer to the part­ners. This would be in the form of en­gag­ing with them on mar­ket de­vel­op­ment ini­tia­tives like events, etc. Se­condly, we will in­crease the num­ber of ac­tive part­ners in In­dia. We will en­hance our prod­uct port­fo­lio with cut­ting edge tech­nol­ogy so­lu­tions and bring in­no­va­tive of­fer­ings for our part­ners. An­other key fo­cus area is to get in­volved in strate­gic projects like crit­i­cal in­fra­struc­ture projects, de­fence projects and City sur­veil­lance projects.

We are work­ing very closely with our fo­cus/loyal part­ners so that they can de­liver the so­lu­tions to the end cus­tomers more ef­fi­ciently

Sud­hin­dra Holla, Coun­try Head, Axis Com­mu­ni­ca­tions

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