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Axis set to unveil new products as IoT market beckons

Published on 10 February, 2015

Is Axis Communications getting ready to expand its business beyond IP video cameras and even access control? A recent comment by Axis founder Martin Gren appears to suggest as much. In a Q&A sponsored by Memoori Research, Gren was asked about “adjacent markets that will merge with IP video” as they relate to the Internet of Things (IoT).

Here is his answer: “If you’re talking about IoT, you’re talking about all types of intelligent sensors. Our DNA (at Axis) is putting things on the Internet. We focused on the camera, didn’t do anything else for 17 years. Now we have introduced physical access control. We are going to come out with a lot of other types of devices, pretty soon actually.”

Not a bad hint of things to come – something to mull over for those in the industry who watch Axis, which is pretty much everybody if you think about it. It will be interesting to see the next move of the long-time industry leader, now facing competition from aggressive and low-priced Chinese manufacturers. Given the history of Axis, never one to play catch-up, you might expect something dramatic.

Gren also touched on several other topics during the Q&A, conducted by Memoori Research’s managing director, owner and founder James McHale:

The future of 4K: “We take technologies from consumer electronics and put them in our market. However, 4K might happen in video surveillance before it happens in consumer (products). We are far from having broadcast of 4K; but for surveillance, 8 megapixels at 30 frames per second might make sense. It’s a lot of bandwidth, so the whole industry won’t change.”

The appeal of video analytics: “The trick is to find an application when 90 percent accuracy is enough, such as retail and people counting in stores.”

Overcoming commoditisation: “We combat it by evolution and inventing better and better technologies. There are so many aspects in which the human eye is better than the camera. As long as that’s true, there’s plenty of room for improvement and innovation.”

Cyber-security. “How we keep information secure is the elephant in the room. It’s important to remember that every network camera is an IT device.”

General outlook: “We will see a more and more connected – and safer – society.”

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