As the physical security market shifts towards software-led, data-driven solutions, channel strategies are evolving to prioritise expertise, integration and long-term value creation. Mohammed Hoteit, Regional Team Leader Surveillance, Smart Cities and Cybersecurity at Axis Communications MEA, tells us how Axis is reshaping its partner ecosystem through specialisation, upskilling and a stronger focus on AI, cybersecurity and Edge Computing to help partners stay competitive.
How has Axis Communications’ channel strategy evolved in recent years and what key priorities are shaping your partner ecosystem today?
Axis has always been channel-centric, but our strategy has evolved in line with broader shifts in the security industry. We have moved from a largely product-led, tier-based reseller model to a more dynamic, value-driven ecosystem focused on solutions, expertise and long-term partnerships.
In the past, the emphasis was primarily on product volume, with partners rewarded through tiers such as Silver, Gold and Solution Gold. While this remains an important foundation, our focus has evolved significantly in three key ways:
• From product reselling to solution selling: Partners are increasingly designing and deploying complete solutions that address specific customer needs. This encompasses retail analytics for queue management, network audio for public safety and integrated video and access control in healthcare environments, just to name a few.
• From tiers to specialisations: Sales volume alone is no longer our only measure of value. We recognise partners for deep expertise through specialisations such as camera station specialists, small business specialists or vertical market experts. This helps customers identify the right partner for their requirements while rewarding knowledge and capability.
• From a channel to an ecosystem: Our partner model is no longer a simple linear route to market. We build and maintain an ecosystem that includes technology integration partners, who develop software and hardware that integrate with Axis solutions, and application development partners, who build applications that run directly on our devices using the AXIS Camera Application Platform (ACAP).
Today, we’re focused on strengthening this ecosystem and preparing partners for future demand. We are investing heavily in deepening solution capabilities across network video, audio, access control, intercoms and analytics, guided by our goal to help partners become trusted advisors who can address customers’ security and operational challenges.
Cybersecurity and sustainability are also core priorities. We work closely with partners to promote secure system design, responsible deployment and the long lifespan of our products, which helps reduce e-waste and supports customers’ sustainability goals.
What specific investments are you making to enable and upskill channel partners to deliver more value-added solutions for customers?
Upskilling partners is central to our strategy. Our investments focus on education, practical tools and direct human support.
• Education and certification: The Axis Communications Academy is the foundation of our training approach. It offers comprehensive education that goes far beyond product features. Our highest individual accreditation, the AXIS Certified Professional (ACP) certification, demonstrates deep technical expertise. For customers, it provides confidence in delivery quality. For partners, it is a strong competitive differentiator.
• Digital tools for design and management: We invest heavily in software that helps partners work more efficiently and profitably. AXIS Site Designer is a free, web-based tool that allows partners to design complete systems, calculate bandwidth and storage requirements and generate bills of materials and documentation. This significantly reduces design time and errors and supports more complex projects.
• Dedicated human expertise: Training and tools are supported by our field sales engineers, who work closely with partners on complex designs, proof-of-concept deployments and troubleshooting. This hands-on collaboration delivers practical, real-world upskilling.
Together, these investments allow us to build a highly capable partner ecosystem that can design, deploy and manage sophisticated, value-added solutions.
How do you ensure your partners are equipped to address emerging opportunities such as AI-driven video analytics, cybersecurity and Edge Computing?
AI-driven analytics, cybersecurity and Edge Computing are central to modern security solutions, and equipping partners to work confidently in each area is a top priority.
We support our partners in these areas in three practical ways:
• AI-driven video analytics: Our focus is on making AI accessible and adaptable. ACAP enables applications, including advanced analytics, to run directly on Axis devices. Now in its fourth generation, the platform offers increased performance and flexibility. Meanwhile, AXIS Object Analytics is pre-installed on most new cameras and uses AI-based algorithms to reliably detect and classify people and vehicles while reducing false alarms. This allows partners to deliver immediate value and instant results for customers without added complexity.
• Cybersecurity: Cybersecurity is a shared responsibility. Security is built into our products through signed firmware, secure boot and our hardened Linux-based operating system, AXIS OS. We support this with tools such as AXIS Device Manager, which enables password enforcement, rapid firmware updates and certificate management across entire systems.
• Edge Computing: Edge Computing is fundamental to our technology strategy. Our ARTPEC system-on-chip features dedicated Deep Learning processing units that allow advanced analytics to run directly on the device. This enables more scalable, efficient and resilient systems by reducing bandwidth, storage and reliance on central servers.
What role does data and insight play in helping you identify high-performing partners and tailor enablement programmes to their needs?
Data plays a critical role in how we understand partner performance and guide enablement. We take a holistic view that goes far beyond annual sales figures.
We focus on five key areas:
• Solution performance: We analyse the mix of solutions partners deliver, not just revenue. Partners that deploy integrated solutions across video, audio, access control and analytics demonstrate stronger strategic alignment.
• Training and certification: We track participation in Axis Communications Academy programmes and the number of professionals holding an ACP certification, which signals long-term investment in expertise.
• Tool engagement: Active use of tools such as AXIS Site Designer and AXIS Device Manager Extend indicates deeper ecosystem engagement and readiness to deliver managed services and tailored solutions.
• Project registration: Consistent project registration provides insight into pipeline health and partner commitment.
• Field insight: First-hand insight from account managers and sales engineers helps us understand partner strengths, ambitions and customer relationships.
By bringing these insights together, we can see which partners are set up for long-term success and support them in the right ways.
How do you balance standardised global partner programmes with the need for local flexibility in different markets?
Getting the global and local balance right is critical. A one-size-fits-all approach simply does not work across very different regions and markets.
Our model is a global framework with local execution. We set a strong, consistent foundation worldwide, while giving regional teams the freedom to adapt how it is applied locally.
Our core values and ethical standards are non-negotiable and apply everywhere. Within that framework, local teams tailor programmes to local laws, market conditions and partner needs. This shows up in practical ways:
• Market-specific incentives and promotions
• Local-language training delivered by local experts
• Marketing and events shaped for regional audiences
• A localised distributor and two-tier strategy
This approach keeps the quality of global execution high while allowing local teams to move fast and stay relevant.
Looking ahead, what capabilities do you believe channel partners will need to develop to stay competitive as the physical security market continues to evolve?
The role of the channel partner is changing rapidly. The future belongs to partners who move beyond installation and become trusted technology consultants.
Key capabilities include:
• A focus on business outcomes: Partners must link technology to measurable outcomes such as efficiency, safety, cost reduction and insight, rather than technical specifications alone.
• Consultative problem-solving: Understanding customer workflows and operational challenges is essential for delivering relevant solutions and long-term value.
• Service delivery and system management: Subscription-based and managed services, including system monitoring, cybersecurity maintenance and analytics reporting, are becoming increasingly important.
• Strong IT and cybersecurity expertise: A deep understanding of secure system design, network architecture and vulnerability management is now essential.
• Vertical market specialisation: Customers increasingly want solutions built specifically for their industry. Partners who understand sector-specific needs, rules and workflows can deliver more effective, compliant and differentiated systems.
