ENTERPRISE TECHNOLOGY
future demand. We are investing heavily in deepening solution capabilities across network video, audio, access control, intercoms and analytics, guided by our goal to help partners become trusted advisors who can address customers’ security and operational challenges.
Cybersecurity and sustainability are also core priorities. We work closely with partners to promote secure system design, responsible deployment and the long lifespan of our products, which helps reduce e-waste and supports customers’ sustainability goals.
What specific investments are you making to enable and upskill channel partners to deliver more valueadded solutions for customers?
Upskilling partners is central to our strategy. Our investments focus on education, practical tools and direct human support.
• Education and certification: The Axis Communications Academy is the foundation of our training approach. It offers comprehensive education that goes far beyond product features. Our highest individual accreditation, the AXIS Certified Professional( ACP) certification, demonstrates deep technical expertise. For customers, it provides confidence in delivery quality. For partners, it is a strong competitive differentiator.
• Digital tools for design and management: We invest heavily in software that helps partners work more efficiently and profitably. AXIS Site Designer is a free, web-based tool that allows partners to design complete systems, calculate bandwidth and storage requirements and generate bills of materials and documentation. This significantly reduces design time and errors and supports more complex projects.
• Dedicated human expertise: Training and tools are supported by our field sales engineers, who work closely with partners on complex designs, proof-of-concept deployments and troubleshooting. This hands-on collaboration delivers practical, real-world upskilling.
Together, these investments allow us to build a highly capable partner ecosystem that can design, deploy and manage sophisticated, value-added solutions.
How do you ensure your partners are equipped to address emerging opportunities such as AI-driven video analytics, cybersecurity and Edge Computing?
AI-driven analytics, cybersecurity and Edge Computing are central to modern security solutions, and equipping partners to work confidently in each area is a top priority.
We support our partners in these areas in three practical ways:
• AI-driven video analytics: Our focus is on making AI accessible and adaptable. ACAP enables applications, including advanced analytics, to run directly on Axis devices. Now in its fourth generation, the platform offers increased performance and flexibility. Meanwhile, AXIS Object Analytics is pre-installed on most new cameras and uses AI-based algorithms to reliably detect and classify people and vehicles while reducing false alarms. This allows partners to deliver immediate value and instant results for customers without added complexity.
• Cybersecurity: Cybersecurity is a shared responsibility. Security is built into our products through signed firmware, secure boot and our hardened Linuxbased operating system, AXIS OS. We support this with tools such as AXIS Device Manager, which enables password enforcement, rapid firmware updates and certificate management across entire systems.
• Edge Computing: Edge Computing is fundamental to our technology strategy. Our ARTPEC system-on-chip features dedicated Deep Learning processing units
Our partner model is no longer a simple linear route to market.
that allow advanced analytics to run directly on the device. This enables more scalable, efficient and resilient systems by reducing bandwidth, storage and reliance on central servers.
What role does data and insight play in helping you identify high-performing partners and tailor enablement programmes to their needs?
Data plays a critical role in how we understand partner performance and guide enablement. We take a holistic view that goes far beyond annual sales figures. We focus on five key areas:
• Solution performance: We analyse the mix of solutions partners deliver, not just revenue. Partners that deploy integrated solutions across video, audio, access control and analytics demonstrate stronger strategic alignment.
• Training and certification: We track participation in Axis Communications Academy programmes and the number of professionals holding an ACP certification, which signals long-term investment in expertise.
• Tool engagement: Active use of tools such as AXIS Site Designer and AXIS Device Manager Extend indicates deeper ecosystem engagement and readiness to deliver managed services and tailored solutions.
• Project registration: Consistent project registration provides insight into pipeline health and partner commitment.
• Field insight: First-hand insight from account managers and sales engineers
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