As an official sponsor of the Swedish pavilion, Axis is providing approximately 60 network cameras with related equipment for professional network video surveillance, including entrance surveillance and people counting.
However, Axis’ most visible contribution is the cameras which allow visitors to watch other visitors using the slide – one of the main attractions of the pavilion!
Investing in the Chinese market
Axis’ participation at World Expo is an important part of the company’s ongoing effort to develop business in China.
Axis president, Ray Mauritsson said: “This is a very exciting market for us. The rapid growth of the Chinese economy means funds are available here for both public institutions and commercial enterprises to improve their security, which of course stimulates the demand for video surveillance products.
“This exhibition provides us with excellent opportunities to meet current and potential customers, journalists and other interested parties, to disseminate information about the benefits of network video and specifically about our company’s own ground breaking products.”
World Expo themes
The overall theme for World Expo 2010 is “Better City, Better Life”, which fits very well with Axis as a provider of network video products and solutions since security surveillance and remote monitoring of public places make such a positive contribution to the security and safety of cities.
Similarly, the theme for Sweden’s pavilion, “Spirit of Innovation” is in keeping with Axis’ profile as an innovative hi-tech company.
Axis’ first network camera was developed 14 years ago, and the company has continued to develop its product range, making it possible for network cameras to be used in an increasingly diverse range of environments.
Sustainability as a key success factor
‘Sustainability’ is one of the keywords used to further define Sweden’s presence at the exhibition. This also strikes a strong chord with Axis since network video surveillance enables the more efficient utilization of resources.
This exhibition gives us a chance to showcase not only our technology but also our way of working. We apply the same business model in China as elsewhere, the same Core Values and the same corporate culture.
We invest in the development of our Chinese employees, and aim to create mutual understanding, which is the basis for a sustainable, long-term way of working.
The story of Axis in China
Axis is not new to China. In fact, the company has had a presence here since the early 1990s and now has subsidiaries in Beijing, Shanghai and Guangzhou.
Products and solutions from Axis are already being used in high profile installations such as the China World Trade Centre Phase III for which Axis is providing network video solutions, and the Shanghai International Circuit, where the new generation of Axis H.264 network video solutions is being used for surveillance of racing events.
Meanwhile, at Beijing’s No. 306 Hospital of the People’s Liberation Army, Axis H.264 video encoders are at the heart of an IP-based video communication system which enables operations to be viewed on big screens outside the surgery rooms in real time.
This system eliminates earlier restrictions of time, space and numbers and greatly enhances the quality of teaching.
Reaching the market via partners
There is huge untapped potential on the Chinese market but Axis faces a challenge when it comes to getting the company’s message across.
Today, approximately 95 per cent of sales in China are of analogue systems. Only a small minority are network video solutions. We therefore have an important job to do, from an educational point of view.
As in other markets, Axis’ Chinese operation focuses on the development of channel partners, of which it now has almost 1000 – among them, well known players such as Digital China, Anixter and Xiao Tong. The Axis Academy is also very active here, working with customer segments such as transport and city surveillance.
Transport is an important segment because China is totally rebuilding its infrastructure. For example, China’s new high speed Jingjin railway is being equipped with network video solutions.
City surveillance is also huge, its growth driven primarily by China’s “safe city” project which aims to establish video surveillance systems in all major Chinese cities.
May the most persistent win!
In 2008, analysts forecasted that the size of the video surveillance market in China would triple in the five years up to 2012.
Although the financial crisis led to a somewhat slower growth rate than anticipated last year, its effects were tempered by a series of government measures designed to stimulate economic growth, including a 4000 billion RMB capital assets investment until 2010.
Overall, China only accounts for a small share of Axis’ sales in the Asia region.
Through its participation at World Expo and other ongoing activities in the region, Axis sees an excellent opportunity to increase this figure. It will take time for us to develop business in China; we have to be persistent!
