Navigating the diverse and dynamic Asia-Pacific (APAC) market requires agility and a deep understanding of customer needs, according to Daniel Lee, Managing Director for APAC at Genetec. In a recent discussion, Lee highlighted the company’s “fit-for-purpose” strategy as the key driver behind its impressive regional growth, emphasizing a commitment to tailoring solutions to specific client requirements.
ASEAN: The Emerging Sweet Spot
Genetec’s 2025 performance in APAC has been “amazing,” Lee stated, attributing the double-digit growth to a strong team effort and a focus on nurturing existing customer relationships while acquiring new ones. This growth is equally fueled by nurturing existing customer relationships and acquiring new clients.
Geographically, the ASEAN region stands out as a particularly promising market, benefiting from global trade realignments that have shifted manufacturing and logistics capabilities into Southeast Asian countries. Australia and New Zealand remain stable markets, while India continues its long-term expansion.
From a vertical perspective, Lee identified three key sectors driving growth, reflecting global macroeconomic trends:
- Data Centers: Fueled by the artificial intelligence (AI) boom.
- Smart Manufacturing: Experiencing a regional shift and foreign direct investment (FDI) in ASEAN countries, demanding sophisticated, high-security systems.
- Financial Institutions: Planning systematic, phased migrations toward digital platforms.
The Cloud Question: Meeting User Needs
Rather than focusing on a simple “on-premises vs. cloud” classification, Lee emphasizes a hybrid environment that offers customers a “matter of choice.” This approach recognizes that true hybridity is about providing flexibility and control, not just merging two systems.
Cloud in APAC: A Nuanced Approach
Lee reinforced the ‘fit-for-purpose’ philosophy by addressing the nuanced approach required for different sectors. Sectors prioritizing cybersecurity and proprietary technology, such as government and high-end semiconductor manufacturers, remain heavily reliant on on-premises solutions. As Lee explained, “If the data center is built just primarily for [a] government agency, it must be on prem. There’s no way they’re going to go to cloud for many good reasons.” The same holds true for environments where cloud latency could impede efficiency, such as public transportation and train systems.
However, for distributed networks like retail, cloud adoption is accelerating. These sectors prioritize simplicity, rapid deployment, and risk complexity transfer, making the cloud model an ideal fit. Lee noted, “If you have hundreds or even thousands of sites in the case of [a] retailer like convenience stores, you don’t need to go and service them one by one; everything is in one place, and if something breaks, it’s the responsibility of the data center operator to get it back online as fast as possible.”
The Single-Platform Advantage and the Power of Partnership
Genetec differentiates itself with a unified platform that allows operators to manage both cloud and on-premises deployments through a single interface. This approach simplifies operations, reduces training needs, and allows customers to protect existing investments while embracing cloud services.
The shift to the cloud also brings changes to business models, moving from one-time revenue to recurring monthly revenue. While this presents a commercial risk for system integrators (SIs) who traditionally rely on installation revenue, Genetec aims to elevate the channel’s value proposition.
Lee advised partners to evolve their role from simple installers to consultants focused on change management. By understanding the customer’s business challenges and designing cohesive, hybrid solutions, SIs can offer greater value. “The SI has to evolve and bring their value into it, more than just an installation,” Lee emphasized.
Beyond Security: The Rise of Intelligent Automation
Looking ahead, Lee believes the industry’s next disruptive force will be the strategic use of data. He envisions physical security playing a more prominent role within the enterprise by delivering value beyond protecting assets and people.
“Every project that I go on to, they always say they have no money… then we talk about the business intelligence they can get up with the operation efficiency. Suddenly they see money.”
This operational efficiency and business intelligence forms the foundation for Intelligent Automation, which Lee sees as the “next big thing” in security.
“This Intelligent Automation is going to increase the power to support human decision. All decisions are made by human but it’s going to help us to make good human decision,” he concluded. By federating data from disparate systems, organizations can simplify complex operations, save on human resources, and elevate the role of physical security directors within the management structure.
The Importance of Channel Partners
Ultimately, Genetec’s growth in APAC is rooted in ethical conduct and strategic, long-term channel partnerships. By empowering the right partners to embrace change management and deliver customized solutions, Genetec is ensuring its ecosystem can meet the evolving demands of the region’s security environments, securing a lasting competitive advantage.