Axis bullish on ‘Surveillance as a Service’ | Sudhindra Holla | Country Manager – India, Axis Communications | Interviews |


Axis bullish on ‘Surveillance as a Service’

Interviewed on Mar 14, 2012 by Yogesh Gupta
Sudhindra Holla
Sudhindra Holla , Country Manager – India, Axis Communications SMBs will prefer to go for an Opex model on a monthly basis through MSPs for surveillance through laptops and smart phones. We will sign one MSP in India this year and one more next year.

Interview Questions

Full Interview with Sudhindra Holla

CW : IP Surveillance is addressed by niche vendors like Pelco, Honeywell, Axis and also networking players like Zyxel, D-Link to name a few. Lesser known Chinese brands also crowd the market. How is Axis positioned?

Holla: Axis invented this technology and it today leads the market with over 30% share in IP camera. Our cameras consume 30% to 40% less bandwidth than competitors. For large installations like city surveillance (which stores up to 60 day record), the need for huge storage demands product reliability, high frame rate and good quality video. Axis has an extensive range of IP cameras including thermal cameras and we score over competitors for factors like reliability, energy efficiency, storage, image quality, compression.

CW : Is ‘Surveillance as a Service’ an option to address huge number of Indian SMBs?

Holla: Axis focuses mainly on the mid market and enterprise. Traditionally, a small enterprise prefers a low cost local brand for their immediate requirements. However, we commenced surveillance as a service (hosting service) across US and Europe and lately in Asia. SMBs will prefer to go for an Opex model on a monthly basis through MSPs for surveillance through laptops, smart phones etc. We will sign one MSP in India this year and maybe one more next year.

CW : Indian market seems to be showing some resistance towards ‘Analog to Digital’ transition. What are the roadblocks?

Holla: There is 30 - 35% penetration of IP in India compared to global average of 50 - 55%. CCTV cameras are sometimes referred as digital in India which is not true. To help our customers to have a smooth transition from Analog to digital, Axis offers encoders that protect the previous investment of the customer.

The two sets of partners in IP surveillance are traditional IT reseller from networking/data security and those involved with physical security (fire alarm, analogue CCTV). They need to be educated about new things like video analytics and punching in IP address. Unlike data networking and switching, there are no particular industry benchmarks in surveillance to influence customers beyond a point. We are introducing process certification of partners and end users on network video to further propel the market of IP surveillance.

CW : What are the definite opportunities for channel partners with Axis Communications?

Holla: The city surveillance projects is showing momentum as government agencies are factoring in IP cameras while building infrastructures like roads and lightning systems. The after effect of disaster / terrorist incidents has led to an increased demand for surveillance by homeland security and traffic police. Banks are securing ATMs through IP cameras. For retail, the BI part of surveillance, which helps monitor consumer behavior is important.

Axis cameras provide high definition images wherein partners can integrate their applications based on the vertical. Our ‘architects and engineers’ program evangelizes architect and builders community as they incorporate IP cameras during blueprint preparation for commercial/residential complexes. All these opportunities spell big business for partners.

CW : Besides traditional partners and systems integrators, do you also have alliances with technology vendors in the market?

Holla: A key storage vendor for us is EMC. Some shortage solutions do not work very well with our cameras hence we suggest EMC. Axis and EMC exchange projects and share the leads with common partners to sell solutions to the customer. Iomega has storage solution for 4 / 8 camera set up for smaller enterprises. With Iomega, we will introduce a new offering to helps SMBs move their local storage to cloud.

CW : What is the Channel roadmap of Axis Communications for India in 2012?

Holla: Our distributors - Anixter and Ingram address over 1000 partners. We want to engage more with tier 2 /tier 3 partners in cities like Jaipur and Cochin. We are empowering top partners in metros to offer an integrated winning solution i.e IP camera, storage solution, and software to the customer. We already have presence in Bangalore and Delhi and a full-fledged office in Mumbai will open soon. The objective is to increase our connect across our partner ecosystem of distributors, systems integrators, architects and alliance partners like EMC.  Axis will continue to tap India’s growing physical security market and drive the ongoing shift to IP-based surveillance.

Other Latest Interviews


How to Work with Millennials

Millennials – they're disobedient, they ask too many questions and I can't relate to them. Does this sound like you? If so, it's high time you made working with this fearless, tech-savvy age group a top priority, because if they're not working with you, they're with your competitors, and you're going to lose valuable competitive advantage.

Profile: Microsoft's Phil Goldie

Microsoft's partner boss discusses Cloud, wine and M&A.

5 Freshly-funded Cloud Computing Companies Worth Watching

Investors made a crowd around the cloud this week, investing $175 million in companies focused on everything from storage to the WAN to the supply chain.

Tech Chat

Collaborating To Outcome Based World: Priyadarshi Mohapatra, Avaya

Priyadarshi Mohapatra, Managing Director, India and SAARC, Avaya, on how IT is transitioning from a keep-the-lights-on role to one that enables customers to deliver results.

The Dawn of the Digital Age: Akhilesh Tuteja, KPMG

The development of digital infrastructure will be a key growth driver for technology and solution providers. 

Paradigm Shift from End-Users to User-First : Parag Arora,Citrix

Parag Arora, Area Vice President and India Head, India Sub-continent, Citrix, says new technologies will force organizations to take a user-first approach in 2015.

Mobile and Cloud Are Gamechangers of the Future: Karan Bajwa, Microsoft

Karan Bajwa, Managing Director, Microsoft India, says, in  2015, organizations will adopt a mobile-first and cloud-first strategy to get ahead of competition.

A Network for the Internet of Everything : Dinesh Malkani,Cisco

Dinesh Malkani, President, India and SAARC, Cisco, talks about IoT and the significant technology transitions in the networking world.

Moving to the Third Platform: Jaideep Mehta, IDC

Cloud and mobility are the two technologies that will fuel the rapid adoption of the third platform in India.

Envisaging a Holistic Security Strategy For 2015: Sanjay Rohatgi,Symantec

Sanjay Rohatgi, President–Sales, Symantec India, says the company has a set of holistic solutions in place to secure organizations from security threats. 

Beating the Bad Guys: Sivarama Krishnan, PwC

Organizations will need to turn inwards to establish robust information security strategies.

Building Capabilities for a Digital Tomorrow: Alok Ohrie,Dell

Alok Ohrie, President and Managing Director, Dell India, on the company’s investments to build end-to-end solutions and delivery capabilities for a digital world.


CEO Comebacks: For Better or for Worse?

We bring to you six global CEOs who made the idea work, or not.

Datacenters in the Weirdest Places

A peek into some of the most unusual datacenter locations in the world. Here are 13 datacenters that are built in unusual locations like mines, ships, trucks and even a nuclear collidor. Taking about common wisdom, eh?

12 LinkedIn Mistakes IT Pros Make

LinkedIn is the go-to place for IT pros to market themselves, connect with co-workers, find former colleagues, and meet-up with like-minded folks. Take a few minutes now to make sure your profile showcases your accomplishments, and skills. Here are some common mistakes to avoid.

ChannelWorld Survey: State of the Market 2014

Partners poll their sentiments, expectations, pain points, and challenges for the coming year.

6 Leaders Who Headed for an Abrupt Exit

The abrupt exit of top leaders of Indian and global tech companies this year, with many of them citing ambiguous reasons, surprised the technology world.


Kamtron Systems

Transitioning towards a service-oriented company will boost our growth, believes Kavita Singhal, director, Kamtron Systems.

TIM Infratech

Delivering ‘best of breed’ technologies to enterprises is key to success, says Monish Chhabria, MD, TIM Infratech

Mudra Electronics

A vendor-agnostic strategy helped us sustain business, says Bharat Shetty, CMD, Mudra Electronics.

Systematix Technologies

Our USP is a customer-friendly approach backed by services, says Akhilesh Khandelwal, Director, Systematix Technologies.

CorporateServe Solutions

Our ability to turnaround complex ERP projects in record time is what gets us customer referral, says Vinay Vohra, Founder & CEO, CorporateServe Solutions.

KernelSphere Technologies

We are emerging as an end-to-end systems integrator, says Vinod Kumar, MD, KernelSphere Technologies.

Uniware Systems

We constantly validate emerging technologies for first-mover advantage, says Vergis K.R., CEO, Uniware Systems.

Astek Networking & Solutions

An innovative approach helps us stay successful, says Ashish Agarwal, CEO, Astek Networking & Solutions.

CSM Technologies

Our approach is backed by innovation and simplicity, says Priyadarshi Nanu Pany, CEO, CSM Technologies.


Partnering for Profitability

Atul H. Gosar, Director, Network Techlab, shares how the company’s association with EMC has provided it with a competitive edge and a wide customer base, leading to increased profitability.

Sponsored Content

Promising Pipeline

Venkat Murthy, Prime Mover, 22by7 Solutions, shares how EMC brings in competitive edge by enabling technology, GTM and lead generation, helping 22by7 acquire new customers and retain old ones.

Sponsored Content

Powerful Performance

Deepak Jadhav, Director, VDA Infosolutions, says initiatives by EMC around training and certification have helped the company’s staff improve its performance and enhance customer experience.

Sponsored Content

Performance Booster

Rajiv Kumar, CEO, Proactive Data Systems, says that the solution provider’s association with EMC has helped expand its customer base and added value to existing offerings.

Sponsored Content

Pursuit of Profitability

Santosh Agrawal, CEO, Esconet Technologies, shares insights on how the systems integrator’s association with EMC has spelled sustained success over the years.

Sponsored Content

Non-Performance is Not an Option

Nitin Aggarwal, Director, Trifin Technologies, shares insights on how the association with EMC has helped the system integrator stand out and empowered its personnel to deliver consistent performance.

Sponsored Content


Signup for our newsletter and get regular updates.