Mohammed Hoteit, Regional Team Leader Surveillance, Smart Cities and Cybersecurity at Axis Communications MEA
From resellers to solution specialists: How Axis is reshaping its channel ecosystem
As the physical security market shifts towards software-led, data-driven solutions, channel strategies are evolving to prioritise expertise, integration and long-term value creation. Mohammed Hoteit, Regional Team Leader Surveillance, Smart Cities and Cybersecurity at Axis Communications MEA, tells us how Axis is reshaping its partner ecosystem through specialisation, upskilling and a stronger focus on AI, cybersecurity and Edge Computing to help partners stay competitive.
How has Axis Communications’ channel strategy evolved in recent years and what key priorities are shaping your partner ecosystem today?
Axis has always been channel-centric, but our strategy has evolved in line with broader shifts in the security industry. We have moved from a largely product-led, tier-based reseller model to a more dynamic, valuedriven ecosystem focused on solutions, expertise and long-term partnerships.
In the past, the emphasis was primarily on product volume, with partners rewarded through tiers such as Silver, Gold and
Solution Gold. While this remains an important foundation, our focus has evolved significantly in three key ways:
• From product reselling to solution selling: Partners are increasingly designing and deploying complete solutions that address specific customer needs. This encompasses retail analytics for queue management, network audio for public safety and integrated video and access control in healthcare environments, just to name a few.
• From tiers to specialisations: Sales volume alone is no longer our only measure of value. We recognise partners for deep expertise through specialisations such as camera station specialists, small business specialists or vertical market experts. This helps customers identify the right partner for their requirements while rewarding knowledge and capability.
• From a channel to an ecosystem: Our partner model is no longer a simple linear route to market. We build and maintain an ecosystem that includes technology integration partners, who develop software and hardware that integrate with Axis solutions, and application development partners, who build applications that run directly on our devices using the AXIS Camera Application Platform( ACAP).
Today, we’ re focused on strengthening this ecosystem and preparing partners for
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