How Genetec is shaping the future of security solutions
Andrew Elvish, VP of Global Marketing at Genetec, shares the company’s latest offerings, key trends in the physical security space, and the company’s focus on the region
31 January, 2025
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Tell us about some of the key trends based on the findings of your State of Physical Security 2025 report.
This year’s report, with insights from nearly 6,000 industry professionals, highlighted a significant shift: moving away from the “hype cycle” around emerging technologies like AI and cloud, and toward a more pragmatic, results-driven approach. Businesses are now looking for solutions that integrate seamlessly with their existing infrastructure and deliver tangible value.
While AI and machine learning are buzzwords, the real value comes from using these technologies to augment human decision-making and improve efficiency, particularly in the security industry.
We are also seeing the security industry undergoing a shift towards an IT-centric approach. Businesses are increasingly viewing physical security as a strategic investment, rather than just a cost centre. This shift aligns with the growing integration of security systems with IT infrastructure and cybersecurity practices.
Tell us about the growing strategic importance of security.
It’s a big change. Security is moving from being an afterthought, like a camera to cover insurance liabilities, to being an essential part of the company’s broader strategy. Investing in security is crucial not just for safety, but also for business growth and continuity.
Describe the rising relevance of the physical security sector in the Middle East.
The Middle East is experiencing rapid economic growth and increasing investments in technology and infrastructure. This growth is driving demand for sophisticated security solutions, with Genetec well-positioned to meet the needs of this evolving market.
As businesses and governments invest heavily in infrastructure, there’s a greater focus on ensuring these investments are protected. Genetec’s solutions are designed not to be intrusive, but to work seamlessly in the background, providing effective security without disrupting business operations. However, a key challenge in regions like the Middle East, Turkey, and Africa is the shortage of qualified security personnel.
We’ve developed Security Center, a unified platform that integrates various security systems — like video surveillance, access control, and analytics— into a single, easy-to-manage interface. This integration allows businesses to analyse security data and make more informed decisions. The Security Center is also approved by Dubai’s Security Industry Regulatory Agency (SIRA).
Tell us more about your collaboration with Axis and the new Axis-Powered by Genetec product showcased at Intersec.
We’ve been collaborating with Axis for years, but this product collaboration is particularly exciting. We’ve integrated our software into Axis’ A1610 access control boards, creating a solution that’s pre-configured with cryptographic keys for cybersecurity. It combines Genetec access control software with Axis network door controllers in a single easy-to-deploy all-in-one offering. This solution streamlines larger installations and makes the system more resilient. If you lose internet connectivity or servers go down, the system can still run independently.
What’s unique about this is that you can install these controllers centrally, and they can manage multiple doors remotely, saving time. Also, if you’re upgrading
from an older system, we have an adapter that allows you to integrate the new solution without replacing all your existing hardware.
How do you see the security industry evolving in the next five to 10 years, especially in terms of technology?
We’ll see a continued evolution towards highly scalable, easy-to-deploy software solutions. As AI and machine learning advance, we’ll see greater automation and more intelligent systems that can analyze data in real-time, helping companies anticipate risks and respond faster. Edge computing will also play a big role, allowing us to process more data locally, reducing latency and improving efficiency. Additionally, younger generations — Millennials and Gen Z — are entering the workforce and will demand more intuitive, user-friendly interfaces.
What does the future hold for Genetec in the Middle East?
Infrastructure development, particularly in Saudi Arabia, is a huge opportunity for us. We’re seeing increasing demand for security solutions in sectors like banking, oil and gas, and data centres. Collaboration will continue to be key to our success. As the region grows, the demand for smarter, more scalable security systems will increase. We’re in a great position to help businesses secure their future.
