Axis communications has announced a new channel program across A/NZ.
The vendor will create authorised, premium and solutions partner tiers to provide varying degrees of marketing, sales and technical support.
The local roll-out of the global program was designed to capitalise on the 30 per cent growth of the global network video and IP-surveillance solutions market, Axis Communications APAC director, Marten Persson, said.
"Part of the growth is related to the growth in IT security but it is also to do with convergence," he said. "A couple of years ago up to 99 per cent of the security market was analog CCTV, but now we are seeing a shift toward IP networked cameras.
"Cost is driving it too as most companies already have their IP network infrastructure in place."
With growing customer demands for more sophisticated solutions, the program would also seek to increase the skill sets of its partner base, Persson said.
"It is not enough to just put up a camera - you need some sort of solution behind it," he said.
"Instead of streaming a lot of pictures to a server and doing all the analysis in the backbone, it will soon be done in-camera to make it faster and cut down on bandwidth costs. We will also see more motion tracking and facial recognition applications too."
The program would also be the primary tool in a major recruitment drive to triple reseller numbers, Persson said.
"We are very dependent on IT resellers, but we are seeing a shift toward more CCTV-type security resellers, so I would like to see a greater mix," he said. "I hope we can gain 200 to 300 resellers within a year."