Firas Jadalla, Regional Director for the Middle East, Turkey and Africa at Genetec, reflected on a strong Intersec presence, noting high engagement, unified security innovation, AI‑driven automation, cloud‑hybrid adoption, strengthened cybersecurity, partner enablement, and sustained double‑digit regional growth.
How long have you been part of Intersec, and what did this year’s edition represent for you long‑term industry participation?
I had been part of Intersec for nearly twenty‑seven years, essentially since the event’s inception in 1999. As for Genetec, I have represented the company for more than two decades, and before that I worked with one of its partners. Intersec has always been a major platform for us, and this year was no different. The show had continued to grow in scale, energy, and engagement, and we saw a steady rise in the number and quality of visitors. It remained one of the most important touchpoints for meeting partners, customers, and industry peers from across the region.
Did the expansion of Intersec into other countries affect the Dubai edition?
There has certainly been an impact, especially with Intersec Saudi Arabia gaining momentum. Many Saudi‑based partners preferred attending the local edition. However, despite that shift, we still welcomed a strong number of visitors from Saudi Arabia at the Dubai show. So while the regional expansion redistributed some traffic, it did not diminish the relevance or reach of Intersec Dubai.
How did you find the turnout and the quality of discussions this year?
The turnout this year was strong, and the engagement level was exceptionally high. We didn’t experience even ten minutes of casual or non‑serious visitors. Every conversation was purposeful, and the stand remained consistently busy. The quality of discussions has continued to improve year after year, with visitors arriving well‑prepared and eager to explore specific scenarios and challenges.
What had you showcased at Intersec, and what attracted visitors to your stand latest platform innovations?
We used Intersec as an opportunity to present the latest version of our platform. The new features, particularly around mapping, camera additions, and enhanced workflows, generated significant interest. The event allowed us to walk partners and end users through the newest capabilities and demonstrate how our unified platform continued to evolve.
How did customers and partners responded to the new features ?
The response has been very positive. We saw more end users arriving with detailed questions and specific operational scenarios. The depth of conversations reflected a growing maturity in the market, with customers increasingly focused on how technology could solve real‑world challenges rather than simply exploring product updates.
What continues to differentiate Genetec from competitors in the market?
Our strongest differentiator had remained our unification strategy. While the industry has moved from standalone systems to integrated systems over the past two decades, Genetec had gone a step further by offering a truly unified platform. Video management, access control, license plate recognition, intercom, advanced mapping, and other capabilities all operated within a single platform. This eliminated the complexity of managing multiple systems and provided a seamless, cohesive experience for operators and administrators.
With AI becoming central to technology, how has Genetec approached this space?
We were not new to AI. We had been using machine learning for several years now, particularly in our automatic number plate recognition solutions. Today, our platform included a wide range of intelligent automation features that correlated data from multiple sensors to support faster, more accurate decision‑making. These capabilities enhanced the operator experience and improved overall situational awareness.
Which sectors are driving your business in the region?
Across the Middle East, Turkey, and Africa, each market had its own dynamics. In Dubai specifically, government and transportation had been particularly strong verticals for us. These sectors demanded high‑performance, scalable, and secure systems—areas where our unified platform delivered significant value.
With technology evolving rapidly, which emerging areas have become part of your strategy?
Cloud adoption have been one of the most significant shifts. While our solutions traditionally been on‑premises, we have introduced new set of cloud offerings and, more importantly, a hybrid model. This has allowed customers to decide when and how to transition to the cloud—fully or partially, at their own pace. The flexibility of this approach has been a major differentiator, especially as organisations evaluated their long‑term digital strategies.
How do you address the cybersecurity concerns?
Genetec had taken a strong stance on cybersecurity as early as 2016. We introduced hardening tools, built‑in security features, and extensive educational initiatives for customers and system integrators. Contrary to common assumptions, cloud deployments often offeres stronger protection because updates were automatic and systems remained consistently up to date. While data sovereignty remained a separate discussion, cloud‑hosted solutions generally provided enhanced resilience against cyber threats.
How do you keep partners aligned with rapid technological changes?
We recognised the “consumption gap”—the difference between how fast we innovated and how fast end users could absorb new capabilities. To bridge this, we relied on exhibitions like Intersec, along with roadshows, seminars, and online events throughout the year. These touchpoints ensured that system integrators remained informed and confident in deploying our latest solutions.
Do you offer similar training and support to end users
Absolutely. Whether it was system integrators, local partners, or end users, we ensured that all stakeholders received the necessary training and updates. End users, in particular, needed to understand how to operate and maintain the systems effectively, and we supported them through structured programs and ongoing communication.
How have you structured customer support across the region?
Support was delivered through certified system integrators in every country where we operated. These partners were backed by our 24/7 support system, accessible online or by phone. When required, we also deployed field personnel to provide on‑site assistance.
What were your expansion plans in the region?
We had been strengthening our presence in the Middle East for several years, and expansion in Saudi Arabia and Qatar had been a major focus. This included larger offices, new experience centres, and additional team members. We are also expanding into North Africa, particularly Morocco, where we see strong momentum.
What are your growth expectations for the region in coming 12 months?
We have consistently grown above the market average, achieving double-digit growth. Saudi Arabia had been a major driver of this growth and was expected to remain a leader. North Africa, especially Morocco, was also emerging as a strong contributor. Overall, we anticipated continued double-digit expansion across key markets.
