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Milestone Systems banks on enhanced channel partnerships in MENAT region in 2023

Firmly established as a partner-centric company Milestone Systems (Milestone) coasts into 2023 primed and ready to meet the ever-growing demand for data-driven video management solutions in the MENAT (Middle East, North Africa and Turkey) region through its extensive network of resellers, system integrators, security specialists and service providers.

Commemorating its 25th year in 2023, Denmark-headquartered Milestone is a leading global provider of open platform data-driven video technology software that integrates seamlessly with a wide range of devices and best-in-class business solutions.

With strong partnerships forming the bedrock of Milestone, and to boost its partners’ revenue potential, the company has launched new products and certifications, including Husky IVO – an advanced Network Video Recorder that integrates more than 11,000 supported third-party devices, as well as XProtect Rapid Review – an intelligent video analytics solution capable of quickly reviewing and analysing forensic video content.

Milestone’s Husky IVO advanced NVR integrates over 11,000 supported third-party devices. Credit: Milestone

Although Milestone has traditionally relied on its core partners in the security and safety sectors for its bread-and-butter revenue, under CEO Thomas Jensen the company has begun stepping up initiatives to tap emerging opportunities by engaging with new partners beyond security, such as in retail, hospitality, government, healthcare, education, and transportation.

Net revenue growth

Since being founded in 1998, Milestone, as a Canon Group company, has been going from strength to strength, with net revenue growing from US$128 million in 2017 to US$175 million in 2021. Despite the economic and social downturn brought on by pandemic-related lockdowns the EMEA (Europe, Middle East and Africa) region proved significant for Milestone in 2021, with invoiced revenue amounting to US$79 million, representing an increase of 24% over 2020.

As the market for world-class data-driven video technology grows exponentially in the MENAT region Milestone is targeting more focussed relations with its customers in the region, with Jos Beernink, EMEA Vice-President, Milestone, stating: “We are to moving towards a position where we increasingly talk directly to large customers in specific verticals.

“We are connecting with customers earlier than before in the value chain and getting involved in defining and developing customer-specific business solutions. We actively work with architects and engineers, specifying our products in the design stage, instead of just being a software provider.

“This transforms us from a one-size-fits-all service provider to a value position as a knowledgeable partner for businesses. Our customers are seeking specific solutions that drive business outcomes in and beyond security. This position benefits our customers and partners at the same time,” Beernink added.

Leveraging events

More regular and intensive partner and customer-specific events, such as the Milestone Partner Summit, held in Dubai from October 12-13, 2022 are facilitating the date-driven video technology provider to better understand and respond to its stakeholders’ needs, with Beernink emphasising: “We are increasingly meeting customers and end-users directly at events focusing on solutions within specific verticals.”

In view of the MENAT region proving ever more crucial to the company, and with close to 1,200 employees worldwide, in December 2022 Milestone appointed Paul Park as the company’s new regional director for the MENAT region, and responsible for sales and operations. An industry veteran, Park is tasked with growing Milestone’s business in the target region with the help of a Dubai-based team and also enhancing the company’s geographical footprint via a network of established and new partners and customers.

Milestone at Intersec 2023

Milestone is a key exhibitor – for the 15th time in a row – at Intersec, the world’s leading trade event for the homeland security, commercial and perimeter security, fire and rescue, safety and health, and cybersecurity industries, being held in Dubai from January 17-19, 2023. At Intersec 2023 the company is showcasing its latest data-driven video technology offerings in security and beyond, in association with 10 tech partners.

Milestone is exhibiting for the 15th time in a row at Intersec in Dubai. Credit: Arnold Pinto

In an exclusive interview with MENews247 at Intersec 2023, Louise Bou-Rached, Key Account Manager (UAE), Milestone Systems Middle East, noted it is vital that Milestone be present at Intersec 2023 as the show allows the company the unique opportunity to demonstrate its latest cutting-edge data-driven video solutions to channel partners and end-customers spanning several verticals, including hospitality, retail, smart cities, government, etc.

Louise Bou-Rached, Key Account Manager (UAE), Milestone Systems Middle East. Credit: Arnold Pinto

With a strong footprint in 24 countries and with its solutions being used in 500,000+ installations worldwide Milestone and its partners and customers had to contend with adverse market conditions in 2022, including the pandemic, the Ukraine conflict and components shortages, among others.

The Milestone leadership team also initiated a series of steps and measures to mitigate the threats of partner dependency, global tech competition, regionalised markets, and governance of video feed and AI technologies that the company had to confront in 2022.

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