d e t e k t o r i n t e r n a t i o n a l · 3 7
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the
interview
Could VMS (Video Management
Systems) be your next step?
"We are actually already working
on that. In small camera systems,
there is no space for a PC and
VMS software if you are going to
compete with a cheap DVR. We
have utilised the cameras capacity
and one could say that the Axis
Camera Companion is a VMS
integrated into the cameras. We
also have the Axis Camera Station
software, which is ideal for the
step above the smallest camera
systems. We will continue to
develop these offerings, but it is
not possible to totally standardise
the VMS. We do not want to
become a system integrator type
of player. Rather, we would like
to offer large volume products
and products that are relatively
standardised, but we do not seek a
project-oriented model where we
would work with special adapta-
tions for clients. Then we would
be competing with our own
partners."
But will you start to target larger
systems with your software?
"Yes, as the market matures,
larger and larger systems will be
addressed with more standardised
software. I believe there will be a
pretty large market with complex
solutions and special integrations
for end customers. That will lead
to a process where some of our
partners have to work more on in-
tegrating different types of systems
with each other and develop video
analytics and the way the results of
video analysis are presented."
Will Axis start acquiring
companies?
"Acquisitions have never been part
of our strategy. Organic growth
and maintaining the corporate
culture has always been very im-
portant to us and it will be in the
future too."
So you will not acquire an
access control company?
"We have chosen to develop our
own access control product. But
in our quest to locate new areas
of growth, we are open to acquir-
ing, for example, a small technol-
ogy company that might develop
an interesting solution together
with our own competence. But
acquisitions are not on top of our
short list." n
"Three to four years ago, we
started to look at areas that would
complement our business, predict-
ing that the growth driven by the
technology shift would eventually
start to decrease. Access control
was one of the most natural areas
to investigate because our resellers
and systems integrators are sell-
ing both video surveillance and
access control. Moreover, our end
customers are often not only buy-
ing video solutions but also access
control and they want to integrate
them. Our access control initia-
tive is not as revolutionary as the
move from analogue to IP video,
but primarily it is about making
integration easier for our partners
by opening up APIs and making
it possible to use any reader in
conjunction with any software."
How much effort are you put-
ting in to access control?
"We think access control is impor-
tant because we want to become
a more complete supplier to our
partners and this will make integra-
tion with video surveillance easier.
However, access control will not
become a major part of our sales
as the market for access control is
about one quarter the size of the
video surveillance market and ac-
cess control has an expected growth
rate of 7 percent compared to 13
percent for video surveillance. In
summary, it is a key component,
but not a dominant part.
Are you interested in any
other product categories?
"Not really. Fire alarms are not as
attractive because there are many
regional and country-specific fire
alarm regulations and we have
a global approach with a broad
distribution model. Intrusion
alarms can be interesting to look
at, but from a technology point
of view it is harder to make a dif-
ference compared to for example
video surveillance. Instead, we
try to look outside the traditional
security industry and ask ourselves
how can you use video in other
contexts and what are the adjacent
things that can supplement video
surveillance?"
There is a chal-
lenge to find
innovations in
order to be able to continue
growing in the long term.
INNOVATION
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ONE JUMP
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