May. 29, 2018

Francisco Ramírez


Francisco Ramírez

Country Manager Mexico, Central America & Caribbean, Axis Communications

“Eventually innovation creates a barrier for many criminals, while a mix of technology and human resources can prevent crime in public areas.”


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.

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 you can understand that Mexico as an emerging market is important for the company. In 2017, we had the honor to be 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 10-20% a year over the last five years based on 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 very 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, you 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 continue to be needed to some extent. However the adoption of Internet Protocol (IP) technology gets higher all the time, and deterrents are not a factor to avoiding crimes. Nowadays, you have a lot of crime recorded not only on cameras but also cell phones, none of which is stopping crime. However, some tools such as analytics can help prevent crime, such as loitering analytics. If you see someone passing several times you can assume they are trying to understand what is going on. This is actionable intel. Or if a particular car's license plate can be read passing a house many times, then you also know something is wrong. Or facial recognition. 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 that is several years old is the adoption of IP technology. Mexico is one of the most developed countries in terms of IP solutions, and around 70% of new systems are IP-based. The other area is multi-megapixel cameras, which compiles more information in very small pieces. Another trend is intelligent codecs, which helps you transport more information in a very small bandwidth. Analytics, of course, are also important in reducing costs.

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 very 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, and part of 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?

As soon as you step in there is a sign that says you are under video surveillance because we have 95 cameras here. There is the general data protection regulation, which we take very seriously. With the GDPR, all our employees, including sales guys, go out to the market and share information with our partners and end users. We are also part of the ten principles of the UN Global Compact and business ethics initiatives, which have helped sustain the company for many years.