Milestone Systems set to strengthen strategic partnerships in 2025
And pioneering VMS and AI-powered analytics
Headquartered in Copenhagen, Denmark, Milestone Systems is a world leader in developing and providing cutting-edge data-driven video technology that safeguards and secures public spaces in cities and businesses.
The company’s cutting-edge AI and data-driven video technologies empower societies, people, and businesses worldwide by providing actionable insights from video data. They combine surveillance cameras and sensors, AI-driven analytics, and open-source platform software, earning the company annual revenues above $270 million.
The leading provider of data-driven video technology in the Middle East, Europe and second worldwide, Milestone Systems is a key exhibitor at Intersec 2025 – the leading safety, security, and fire protection trade event held at Dubai World Trade Centre from January 14-16, and where the company is showcasing its latest advancements in video management and data-driven analytics and partnerships.
In this exclusive interview, conducted on the sidelines of Intersec 2025, Louise Bou Rached, Sales Director for the Middle East, Turkey, and Africa (META) region at Milestone Systems, discusses the company’s evolving strategy, key innovations, and growth ambitions for the future. From AI-driven solutions to training initiatives, Rached explains how Milestone adapts to regional market demands and challenges.
Excerpts from the interview:
What is Milestone Systems showcasing at Intersec 2025 in Dubai, and why is there such a focus on innovation?
We are thrilled to be part of Intersec for the 15th time. This significant event is a testament to our long-standing commitment and enthusiasm for engaging with the regional market [META], especially regarding education, which is key to our strategy.
In 2025, we will showcase the power of partnerships. Our open-platform model will continue to be a significant focus. This year, we will emphasise our new consortium of companies, which includes the acquisition of an AI analytics company and the return to the family of the cloud company we previously partnered with in the United States.
This, combined with our broader ecosystem of technology partners, allows us to offer live demonstrations that show our seamless integrations with various security components, like analytics and perimeter detection. This pioneering spirit and industry leadership is what sets Milestone apart.
Our data-driven video technology is this year’s key innovation, a true game-changer for our industry. It leverages advanced algorithms to analyse video data and generate actionable insights, moving beyond traditional security footage into a fully integrated, smart system.
From managing supermarket queues to quickly finding a lost child in a public space in a city to better service and hospitality, optimising traffic flow, and identifying wanted criminals, Milestone XProtect is our open-source platform VMS (video management software) that gives the flexibility to connect cameras, sensors, and systems.
BriefCam Analytics and Arcules Cloud add advanced video analytics powered by AI, helping organisations turn video data into actionable insights, such as speeding up investigations or unlocking business intelligence.
How is the META market evolving in terms of Milestone customers’ needs?
The United Arab Emirates, particularly Dubai, has long been a hub for technological innovation. The region has always been at the forefront of tech adoption, which aligns perfectly with Milestone’s open-platform approach. We have seen a growing interest in Internet of Things (IoT) devices, AI and cloud solutions.
The region’s focus on innovation and modernisation aligns closely with Milestone’s commitment to staying ahead of tech trends. The rapid urbanisation and digital transformation, especially in smart city initiatives, make the Middle East a key region for cutting-edge VMS deployment and video analytics.
There is a high demand for comprehensive security solutions driven by concerns over public safety, particularly in critical infrastructure and large-scale projects.
One of our key strengths is our platform’s ability to integrate with new technologies seamlessly. Today, it is not just about the video from cameras; we are bringing in data from various sensors and devices. We are helping customers future-proof their investments by ensuring they have an open platform that can grow with them and adapt to new technologies.
As customer needs evolve, Milestone’s platform remains flexible, ensuring that it meets their operational requirements and aspirations for the future.
What significant challenges are you facing in the META region as technologies change and government policies continue to develop?
That is a great question. One of the key challenges we face is helping customers understand their infrastructure. Many expect to implement the latest technologies without considering how well their existing systems can handle them.
We are working hard to address this gap between expectations and outcomes. This involves providing the latest technology and educating our customers on effectively integrating it into their existing infrastructure, ensuring a smooth transition and maximum benefit.
Another challenge is staying compliant with regulations, especially as governmental policies evolve. There is a growing emphasis on AI and its responsible application. We are committed to ensuring that all our solutions, including those from our third-party technology partners, adhere to strict compliance standards.
Our team of experts works closely with customers to ensure their infrastructure meets regulatory requirements and that AI applications are ethically and responsibly integrated. This commitment to compliance is a key part of our strategy, as it ensures that our customers can trust our technology’s ethical and responsible use.
Governments in the GCC region are actively pushing for knowledge sharing. How is Milestone contributing to this effort?
At Milestone, knowledge sharing is part of our work and a cornerstone of our philosophy. We believe that educating customers is essential for the success of any technology investment.
When our customers—operators to decision-makers—are well-versed in our system’s capabilities, they can fully realise their potential. This dedication to customer education drives our success in the region.
That is why we are committed to providing comprehensive training. We have dedicated teams working with key strategic customers, especially in large-scale projects, to ensure they understand how to leverage our platform effectively. Whether at the technical operator level or more strategic consultancy, our focus is empowering customers to make the most of the technology. This enhances their operational capabilities and helps them make informed decisions about their infrastructure.
What are Milestone’s growth plans for the META region in 2025 and beyond?
We are significant in the META region. We have always had a strong presence in the UAE and plan to maintain that. However, we are seeing significant growth potential in Saudi Arabia. This rapidly developing market offers enormous opportunities.
We have already started expanding our presence in Saudi Arabia and will continue to grow our team there. We are committed to supporting customers in Saudi Arabia with tailored solutions and expanding our reach in the region. It is an exciting time for Milestone, and we are confident that, with technological advancements and a focus on the region’s unique needs, we will continue to see success in the future.
We aim to continue strengthening partnerships with key stakeholders, including integrators, resellers, and end-users, to drive growth and innovation.
We are excited about Milestone’s future in the META region. In the coming years, we look forward to further strengthening our partnerships and expanding our presence.
Hero image: Louise Bou Rached, Sales Director (META) region at Milestone Systems. Credit: Arnold Pinto
