Sudhindra Holla
Sales Director, India & SAARC
Axis Communications

Brand Projections 2019

Axis Communications positions itself as not a luxury brand but a premium brand and its customers and channel partners are aware of it. It also leverages this positioning as part of its brand strategy and continues to augment the premium nature of the brand with the total cost of ownership to its partners and end customers. Axis is positioned as a premium brand because of the kind of quality it offers in all its products and compatible with other products as well that help design a complete solution which caters to end customer requirements.

 
Transforming Customer Journey

Axis believes that it is important to have an experience-based approach over a product driven one to improve customer journey. It tries to influence customers through effective POC and share customer references to potential for better understanding of Axis Solutions. Also, it feels that educating customers about the Axis tools such as Site designer, Product selector, Axis Design Tool etc and how it benefits their businesses with these tools further enhances customer experience. 
  

Communication strategy

Axis Communications uses social media as a platform to get its messaging out to the right target audience with the help of whitepapers, solution index, information, etc.  Based on the target segment, it plans its marketing initiatives. It also uses digital platforms for its marketing strategy. Axis reaches out to the end customers and even the partners by digitally promoting and creating awareness about its end-to-end solutions offerings - network camera, storage analytics, access control, etc. all to the same software which is easily manageable and acting as one stop solution for all business requirements.          
 

New Tech vis-á-vis R&D
 
It always depends on the customer whether he wants to opt for premium quality products which actually solve the issue or choose mediocre products which compromises on the safety and security. Axis Communications optimizes a lot on manufacturing. It designs the products and software, but give it to a third party to manufacture it. It works with reputed contract manufacturers to ensure that the products are manufactured in such a way that will not comprise the quality and maintain efficiency.
 

Axis has different product series like P-series and M-series that are sold majorly in emerging market. These are affordable products and designed for particular segments and businesses.

FACT FILE

Name of the Founder/s : Mikael Karlsson, Martin Gren and Keith Bloodworth
Headquarter                   : Lund, Sweden
Year of inception           : 1984
 
Interesting Facts :
• Axis Communications is celebrating over thirty five years, since its inception
• Axis’ no backdoor policy is the most unique end-to-end solutions wherein the data gathered by the cameras is un-hackable
• Axis has been working closely with different cities across India to implement smart city, safe city-  Bhavnagar, Aurangabad, Nanded, Kolhapur, Hyderabad Community CCTV Nenu Saitham project
 
The path-breaking products/solutions from last FY :
• Axis PTZ cameras: AXIS 6125- LE; AXIS 6055-E; AXIS Q8742-LE; AXIS M5054
• Audio systems: AXIS C3003-E; AXIS C2005; AXIS C1004-E; Audio Bridge:
   AXIS C8033; Microphone: 2N SIP Mic