On stand S1 D16 at Intersec 2025, Genetec will showcase its latest innovations including Security Center 5.12 and Operations Center. In this exclusive interview, Firas Jadalla, Regional Director – Middle East, Turkey & Africa for Genetec, gives us the details…
What can visitors to your Intersec stand expect to see?
FJ: “At Intersec 2025, visitors to the Genetec stand can experience the latest innovations in security technology. We will showcase Security Center 5.12, our advanced platform recently approved by Dubai’s Security Industry Regulatory Agency (SIRA). It includes improved map features and better authentication for managing large facilities.
“We will also highlight Operations Center, a cloud-based tool that makes managing security operations easier, and Cloudlink™ 110, a compact device that helps businesses transition to the cloud smoothly.
“As a leader in the security industry, we are focused on providing solutions that prepare businesses for the future. Intersec 2025 is a great chance to connect with our customers and partners and share how Genetec is shaping the future of security.”
What do you feel you are offering that sets you aside from your competitors?
FJ: “What sets Genetec apart is our commitment to true unification in security solutions. Instead of relying on limited integrations or third-party software to connect systems, we developed multiple security products as a single, cohesive platform.
“Our flagship platform, Security Center, is built with unification at its core. This means customers can seamlessly connect their physical security systems with their broader enterprise operations. Complementary tools like Citigraf™ and Mission Control™ further enhance operational efficiency, enabling better decision-making and situational awareness.
“Our approach to unified security ensures a smooth, consistent experience across all tasks. This foundation allows organizations to easily scale and evolve their security operations over time.
“At Genetec, unification isn’t just a feature—it’s the heart of our innovation and a defining factor in transforming the physical security industry.”
What do you think will be the main drivers for business next year?
FJ: “The main drivers for the physical security industry next year will include the growing demand for unified security solutions, advancements in cloud technologies, and the increasing need for data-driven insights. Genetec’s record of consistent growth highlights the importance of innovation in addressing these demands. Our Genetec™ Security Center platform has been pivotal in expanding market share across key areas such as video surveillance, access control, and Automatic License Plate Recognition (ALPR), demonstrating the industry’s shift toward integrated and scalable solutions.
“Our 2025 State of the Physical Security Report reveals that 46% of end users plan to implement AI-powered features in 2025, a sharp increase from 14% in 2024. This aligns with organizations’ focus on leveraging AI to streamline operations, enhance threat detection, and automate routine processes. In the Middle East’s evolving landscape, such advancements will be crucial for securing assets and transforming security data into actionable business intelligence.”
What will be the primary challenges, and what is your strategy to overcome potential hurdles?
FJ: “The challenges we face are broad and reflect the ongoing evolution of the security industry. Over the past two decades, the shift from analogue to digital systems, with cameras now network-connected, has transformed the landscape. A major challenge is raising awareness about the critical importance of physical security in an era of escalating cyberthreats, which have grown exponentially since the pandemic.
“Over the past three years, 15% of regional organizations reported data breaches costing over $100,000, underscoring the need for robust cybersecurity measures, according to PwC’s 2025 Global Digital Trust Insights report. Keeping devices, applications, and networks continuously updated is vital to mitigating risks, and we believe security resilience is a shared responsibility.
“Additionally, our rapid growth poses challenges, including managing innovation at scale, attracting top talent to sustain progress, and adapting to regional needs to ensure seamless delivery of our solutions. Educating customers on the value of our expanding product portfolio is equally crucial. To overcome these hurdles, we focus on continuous innovation, strong partnerships, and clear communication to build resilient, future-ready security solutions.”
Are there and special considerations or additional support that you offer your clients across the Middle East?
FJ: “Across the Middle East, we offer tailored support to address the unique needs of our clients through our offerings of unified security systems. Unlike usual Physical Security Information Management (PSIM) solutions, which merely integrate disparate systems and can face compatibility issues during upgrades or maintenance, our unified systems are designed to function seamlessly as a single solution. Built on the same codebase and sharing a unified backend interface, these systems provide a cohesive user experience, eliminating redundancies and streamlining operations.
“Beyond enhancing security, our unified approach empowers organisations to centralise and analyze data effectively. By consolidating vast amounts of information into a single stream, businesses can transform raw data into actionable intelligence, driving informed decision-making across multiple departments. This combination of innovation and tailored support ensures our clients across the region achieve both operational efficiency and robust security outcomes.”
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