Brand Positioning vs. Marketing Tactics 

Axis is the market leader in network video. We invented the world’s first network camera back in 1996 and have been a pioneer in video surveillance ever since, increasing the security of millions of people worldwide and helping to meet the growing need for a smarter, safer world. We constantly strive to develop solutions enhancing reliability and quality. We are meticulous about our every aspect of quality. We care as much about our cameras giving you what you need as we do about making them robust and resilient. 

In Axis, marketing regularly syncs up with sales to understand the business requirements and run various activities such as tradeshows, partner conferences, solution days, end user events, social media campaigns, trainings and webinars to educate our ecosystem of partners, consultants & customers. The role of marketing in large & medium business is to resonate the brand values and build strong and loyal partnership with distributors, channel partners and end customers by running multiple activities. 

Good Data for a Good Brand Strategy 

In Axis, good data is very important. As an organization, we do a routine check of our CRM and keep our records updated and secure with right tools and systems. We see data privacy and cybersecurity as important in the coming years, and that is why new legislation such as General Data Protection Legislation (GDPR) is regarded as essential. People appear to be happier to allow commercial organizations to gather, manage, use the data that we seem happy to share so freely, instead with the government and state bodies. But they are also increasingly aware and sensitive about how their data is used, and the ethical behaviour of those businesses they choose to deal with. 

R&D driving Growth

We invest close to 13% of our revenues in innovation and developing new technologies for the medium and long term. Axis focuses a lot on Ease of Installation & maintenance which results in lower TCO. Our customers can optimize the security systems and gain business intelligence through Axis owned and 3rd Party Analytics. With Axis latest thermal cameras, you can detect, verify and take appropriate actions in every light conditions. Axis thermal cameras capture images based on heat radiating from people and objects. And our latest PTZ network camera with laser focus and Sharpdome technology is ideal for critical infrastructure, city surveillance and other places where constant focus on moving objects and fast-changing scenes is needed.We are committed towards building smarter and safer city through these new solutions. 

Route to Market Strategy

At Axis Communications, we focus on security surveillance and remote monitoring. Our products and solutions range from network surveillance cameras, video servers, video decoders, video management software, and a full range of accessories. Axis solutions are built on open standards and have the distinction of having been integrated with more than 500 different applications, many of these related to building management and safety. 

Though video surveillance was synonymous with security applications in the past, the digital sphere has opened a plethora of new business opportunities and markets. With the right combination of technologies, one can now predict environmental threats, fire hazards, chemical contamination and also human threats. 

While India experiences a rapid economic growth, we see tremendous potential in the country for security solutions. We are keeping in pace with the market transforming from primarily analogue installations to IP. Axis sees great opportunities for its video encoders, network surveillance cameras and related solutions. Additionally there are very few players in the organized surveillance sector and they too are hampered due to lack of a consistent go-to-market mechanism.