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Francisco Ramí­rez

MEXICO - Transport

Innovating Security Solutions

Country Manager Mexico, entral America & Caribbean of Axis Communications


Francisco Ramí­rez joined the company in 2012 and has served as country manager since 2015. He formerly acted as Commercial Director in other companies, including Domino Printing. He holds a degree in chemical engineering from Universidad Iberoamericana.

TBY talks to Francisco Ramí­rez, Country Manager Mexico, Central America & Caribbean of Axis Communications, on fighting crime through modern technology, multi-megapixel cameras, and the importance of analytics.

How important is the Mexican market for Axis’ global sales strategy?

For Axis, the Americas account for more than half of yearly revenue. Based on that, Mexico as an emerging market is important for the company. In 2017, we had the honor of being named one of the most important emerging market countries for the organization, and it has been aggressively growing in the last years, so we have great expectations for the coming years. Our growth has been between 10% and 20% a year over the last five years, mostly due to our three strategic pillars: global leadership, long-term relationships, and innovation. We talk about creating innovative solutions for the industry not only for small businesses, but for medium and large enterprises as well.

What is the profile of your clients in Mexico?

There is no specific profile because we are in a basic needs market, in the sense that everyone needs security. We have several verticals in which we are growing, and one of them is retail, a main market in Mexico and the region. We have critical infrastructure, and in that sector one can find all the power and electricity companies, gas stations, train stations, and transportation hubs, not to mention all government institutions—including smart cities. All these require surveillance. Another sector that is growing is the industrial sector. Video has evolved from deterrents to prevention since the Twin Tower attacks. This is why you have analytics and different security tools that you can take advantage of. You do not need thousands of people watching TV monitors to see if there is something going on. We have access to solutions that include audio, analytics, software, storage, and many different components for creative and efficient solutions based on customers’ needs.

To what extent is video surveillance and Axis helping to fight crime in Mexico?

Deterrents are still necessary to some extent. However, the adoption of internet protocol (IP) technology gets higher all the time, and deterrents are not a factor to avoiding crime. Nowadays, you have a lot of crime recorded not only on cameras but also cell phones, none of which is stopping crime. However, tools such as loitering analytics can help prevent crime. This is actionable intel. Eventually innovation creates a barrier for many criminals, while a mix of technology and human resources can prevent crime in public areas.

What is your priority in terms of innovation, and what new products are you bringing to the market?

There are several industry trends, one of which is the adoption of IP technology. Mexico is one of the most developed countries in terms of IP solutions; around 70% of new systems are IP-based. The other area is multi-megapixel cameras, which compiles more information in small pieces. Another trend is intelligent codecs, which helps you transport more information in a small bandwidth.

What are your goals for 2018?

To continue developing our value-added services for our partners, since we have an indirect sales model. We have to create more value for our partners and end users as well. We are also looking to strengthen our ecosystem. As for social responsibility, we as a company are committed to our community. We donate products, help certain associations, and participate in many others through industry platform development. We are part of Alas, ASIS, the intelligent building association, and many others that are trying to create value for and professionalize the industry.

How do you work to promote best practices in the case of data privacy?

We take the general data protection regulation extremely seriously. With the GDPR, all our employees, including sales associates, go out to the market and share information with our partners and end users. We are also part of the 10 principles of the UN Global Compact and business ethics initiatives, which have helped sustain the company for many years.



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