Riyadh: Axis Communications has reinforced its commitment to advancing intelligent security solutions in the Middle East by hosting its OPEN on the ROAD Riyadh roadshow, highlighting the growing role of artificial intelligence, connected technologies, and data-driven surveillance in modern security operations.
Held on 24 June at the Crown Plaza Riyadh RDC Hotel & Convention Center, the event brought together Axis partners, system integrators, end users, and technology leaders for discussions on the future of physical security. The roadshow, an extension of the company’s flagship OPEN event series, featured presentations from Axis executives alongside industry partners including Milestone Systems, Genetec, and Dell Technologies.
The event focused on how AI-powered surveillance and integrated security ecosystems are helping organisations move beyond traditional monitoring to gain actionable business insights while improving operational efficiency and strengthening cyber resilience.
Anan Elyan, Sales Manager – Western Arabia at Axis Communications, said the company is focused on helping organisations transition from standalone security technologies to integrated platforms that deliver greater business intelligence and support informed decision-making.
Under the theme “Less Risk. Less Storage. More Intelligence,” the conference addressed three key challenges facing organisations across the region: increasing cybersecurity threats, rising surveillance storage costs, and the growing importance of edge intelligence.
Axis highlighted its end-to-end cybersecurity approach, covering secure manufacturing, tamper-evident distribution, zero-trust device onboarding, digitally signed operating system updates, and secure decommissioning. A major focus was Axis Signed Video, a technology that cryptographically signs video footage in real time, allowing organisations to verify the authenticity of recorded evidence directly from the originating camera.
The company also showcased its efforts to reduce surveillance storage costs through the AV1 video compression standard. According to Axis, storage accounts for nearly 40% of the total cost of surveillance systems. AV1 enables organisations to maintain image quality while using significantly less bandwidth than legacy codecs, lowering infrastructure requirements without compromising performance.
Elyan noted that modern security systems have evolved from being purely operational expenses into strategic assets capable of generating business value through intelligent data analysis and proactive decision-making.
Axis further demonstrated the capabilities of its Axis Camera Application Platform (ACAP), which enables cameras to run AI-powered applications directly on the device. These applications support functions such as vehicle detection, occupancy monitoring, smoke and fire detection, and other operational analytics without requiring additional servers or specialised hardware.
A retail-focused demonstration illustrated how surveillance cameras can simultaneously enhance security and provide business intelligence by identifying customer movement patterns, monitoring product displays, and indicating when store shelves require replenishment.
One of the highlights of the event was a live interactive role-play session demonstrating a consultative sales approach. In the scenario, an Axis representative engaged with a customer who initially sought a solution based solely on fixed technical specifications and budget constraints.
Using live product demonstrations, the representative explained the practical capabilities and limitations of the proposed system before introducing additional features such as edge analytics and advanced cybersecurity protections. Audience members, including partners, integrators, and end users, participated throughout the discussion, reflecting real-world customer engagements and showcasing how solution-focused conversations can deliver greater long-term value than specification-driven purchasing alone.
The Riyadh roadshow underscores Axis Communications’ broader strategy of promoting AI-enabled surveillance, cybersecurity, and intelligent analytics as organisations across the Middle East continue investing in smarter, more resilient security infrastructure.
Meet Nandini Shukla, a dedicated branding and marketing professional with over three years of experience in the industry. Known for her result-oriented and hard-working nature, Nandini specializes in enhancing brand aesthetics and formulating effective marketing strategies. Her passion lies in creating content and strategies that are not only visually appealing but also impactful, ensuring that each brand she works with leaves a memorable impression.
At technewsme.com, Nandini combines her keen eye for beauty with her expertise in marketing to offer unique perspectives and transformative solutions. She is committed to helping clients achieve their goals by blending form and function in every strategy she develops. Join her on this journey as she shares insights and tips to elevate your brand in the dynamic world of marketing.
