Home Intersec Genetec Driving Innovation in a Ever Evolving Industry
Genetec Driving Innovation in a Ever Evolving Industry
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Genetec Driving Innovation in a Ever Evolving Industry

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Andrew Elvish, Vice President of Marketing at Genetec

Andrew Elvish, VP of Marketing at Genetec, highlights the security industry’s shift from analog to IP, unified systems, and AI-driven automation. Genetec integrates cybersecurity, DevOps, and forensic search, leveraging Middle East security investments.

What are the main changes you have seen over the years in the industry, and where do you think it’s going forward?
When I started about 13 years ago, the industry was quite traditional. Around 2010-2012, IP technology began to overshadow analog as the go-to solution. Unification of various systems like access control, video, and license plate recognition became prominent, especially at Genetec. Over the last few years, we’ve witnessed another major shift—the transition from a relationship-driven model to a scaled demand generation approach. This coincided with the rise of “as a service” models, allowing continuous updates and the integration of DevOps. At Genetec, we’ve adapted by closely collaborating with our technology and channel partners to keep pace with the industry’s speed and scale.

How do you approach cyber security, and are you developing in-house cyber security or tying up with different players?
At Genetec, we prioritize cyber security from the ground up. Although we don’t sell cyber security products, we embed cyber security principles into our development process. This includes secure fail-safes, built-in privacy and data management, and educating our channel partners on defense in depth. Our best channel partners have evolved from traditional CCTV integrators to sophisticated IT integration partners, enabling us to stay ahead in the industry.

You also discussed DevOps, what is their role, and how do you work with ISVs?
Over the past seven years, we’ve been transitioning our software development processes at Genetec to a DevOps model, and it’s been a game-changer. Moving from a traditional software design approach to a continuous delivery model has allowed us to roll out new features and updates to our customers on a weekly basis. This shift required significant technological changes, like containerizing our technology, and also a major adjustment to our business model. Over the past three years, the speed and scale of our software delivery have grown dramatically, which has been essential in keeping pace with industry demands.

As for our work with ISVs, we don’t typically use that term in our industry. Many of our technology partners are not just software vendors but also hardware manufacturers. At Genetec, we have hundreds of people dedicated to collaborating with these partners on integrations—whether it’s helping them integrate with our systems or incorporating their technologies into ours.

While we don’t operate a direct e-commerce marketplace, we do have a “partner lookup” feature that helps customers find specialized technology partners for their unique needs. For us, it’s all about leveraging the advanced metadata and capabilities that device and camera manufacturers build into their products rather than adding unnecessary layers of analytics ourselves. This approach is critical because our customers often have a mix of different brands and technologies deployed across their sites.

One of the things you’re introducing at this show is your forensic search capabilities. Can you tell us more about that?
We’ve designed our forensic search to utilize metadata streamed from various camera manufacturers like Hanwha, Bosch, iPro, and Axis. Regardless of the camera models in use, our forensic search analyzes the entire system and extracts relevant data. This simplifies the search process for end users and security operators, making video data searches less time-consuming. Additionally, we’ve introduced spatial search capabilities, enabling users to search for events in specific areas, like the cafeteria at a certain time, and receive information from access control, intrusion alarms, HVAC systems, and cameras.

What are your thoughts on AI, and how are you incorporating it into your technology?
At Genetec, we view AI from a unique angle. Our president has humorously remarked that AI stands for “absolute ignorance.” We think of AI not as true intelligence but as a sophisticated tool for statistical analysis and predictive inference. While we’re enthusiastic about its potential, we’re cautious about relying solely on AI to produce results. Our focus is on what we call “intelligence automation.” For instance, we use large language models to streamline searches for security operators, enabling them to input brief queries and receive relevant results by understanding their intent. We’re also exploring ways to anticipate the needs of security operators, enhancing user interaction by predicting their requirements. However, we emphasize that it’s the automation’s intelligence, not the AI itself, that truly matters.

How is the market for you, and what are your go-to-market plans?
2024 was a challenging year, marked by inflation and fluctuating interest rates in the West, causing uncertainty. However, the Middle East, especially the Gulf Coast countries, remained resilient. We observed a surge in forward-thinking investments, with countries like Saudi Arabia and the UAE prioritizing security as part of their development agendas. Significant investments in data center infrastructure, particularly in Saudi Arabia, are a boon for the security industry, necessitating robust perimeter security, access control, and CCTV systems. This trend is also spurring the growth of cloud infrastructure in the region, despite initial concerns about data sovereignty and residency. Overall, I’m optimistic about the Middle East market. The substantial investment in infrastructure, airports, venues, and new developments is very encouraging. One of our upcoming initiatives is a product called Operations Center, a management tool designed for security professionals to optimize their work and resources, especially in a resource-constrained environment like the Middle East.

 

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