Axis Channels the Future of Network Video HDTV in the Kingdom of Saudi Arabia

Published December 21st, 2009 - 03:48 GMT

Axis Communications, the global leader in the network video market, is launching their new product range with cutting edge HDTV features at their 2009 KSA Partner Conference. Axis is also conducting its Axis Communications Academy “Network Video Fundamentals” training for its KSA based partners for the first time in Saudi Arabia.

The one-and-half day course is designed to give Axis’ partners the information and training they require for comprehensive product knowledge and a solid education in network video. Axis conducts a yearly Middle East partner event in Dubai and is conducting a customized event in Saudi for the first time, with the aim of catering to the market’s needs. Over thirty channel partners will be attending the event, which will be held on the 21st & 22nd of December 2009 at the prestigious Al Faisaliah Hotel in Riyadh.

Regional Manager for Axis Communications ME, Baraa Al Akkad will be speaking about Axis’ investment in KSA and the region, as well as the future growth of the Middle East’s security industry and the drivers behind this growing demand.

“Through our partner events and programs, we aim to maintain close, long-term relationships with our system integrators and consultants to create opportunities to best serve our customers in KSA.” added Al Akkad.

Recent research by Messe Frankfurt illustrates that the Middle East security market is worth AED 3.6 billion (US$ 1 billion), and is projected to grow at 10% annually. Axis is responding to these customer demands by introducing new and more innovative products with the latest technologies in network video.

In parallel with the discussions, Axis is demonstrating their new range of HDTV cameras utilizing the H.264 compression techniques standard. HDTV network cameras are a recent technology development that stands for excellent image detail. In addition, a true HDTV network camera complies with industry standards (SMPTE), which ensures excellent color representation, full frame rate and a 16:9 format.

One of the main features of Axis’ new product range is the H.264 compression format that enables optimization of bandwidth and storage efficiency by significantly reducing the bit rate. Without compromising image quality, it reduces the size of a digital video file by more than 80% compared with the Motion JPEG format and as much as 50% more than with the MPEG-4 standard. This means that much less network bandwidth and storage space are required for a video file. Or seen another way, much higher video quality can be achieved for a given bit rate.


Axis will also be highlighting its Camera Application Platform, an open application platform that enables development of third party applications that can be downloaded and installed on Axis network cameras and video encoders.

Axis Communications’ Channel Partner Program is designed to help channel partners capitalize on Axis’ market leadership in the fast-growing network video market.  As a channel-oriented company, Axis views its partners as an extension of its team, and therefore lead-sharing, early product information and technical/sales training curricula at the Axis Communications’ Academy are among the many benefits of this program, designed to give Axis’ channel partners a distinct sales advantage.

Axis works with local and global system integrators that operate in all provinces of KSA and specialize in different market segments (education, retail, transportation, banking, healthcare etc.). In KSA, Axis currently has over 50 partners within their Channel Partner Program, which is designed to provide all the necessary tools, resources and support needed for effective sales and includes three levels of partnership (Authorized, Solution Silver and Solution Gold).

By continuing to invest in Axis Communications Academy and provide a range of educational curricula to boost competence and confidence about Axis products and network video technology, Axis aims to strengthen its channel relationships and enhance its products as part of its continuous effort to further strengthen its commitment to KSA and the region.


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