To scale AI sustainably, enterprises must evolve beyond pilots and into a governed, subscription-driven operating model one that links usage to economics, policy, and performance. Subscription platforms are emerging as the core infrastructure that transforms AI from experimental projects into durable enterprise capabilities. The organizations that master this model will unlock predictable growth, controlled risk, and measurable AI ROI.
Congratulations on joining Axis Communications. What attracted you to Axis at this stage of your career?
I believe we are at a defining moment for both the industry and the region. Security is no longer just about protection it has become a strategic enabler of insight, efficiency, and resilience. Advances in AI, cloud, and analytics are fundamentally reshaping how organisations operate, make decisions, and manage risk.
What attracted me to Axis is its ability to lead this transformation with purpose. Axis is redefining surveillance into intelligence-driven systems that create real business value. In the Middle East and Africa, where markets are rapidly shifting from analogue to digital, this evolution is not incremental it is transformational. Axis is uniquely positioned to lead that change, not only through technology, but through long-term commitment to the region, investment in ecosystems, and a clear vision for a secure, data-driven future.
At this stage of my career, impact matters. Axis offers the scale, the values, and the ambition to shape how security supports economic growth, digital transformation, and societal resilience across MEA.
“Axis does not innovate for the sake of technology; it innovates to solve real human and organisational challenges. That sense of purpose, responsibility, and trust is exactly what drew me here.”
As someone new to the organization, what stood out to you most about Axis Communications’ culture and vision?
Axis stands out because its culture is intentional, not accidental. Two principles define it: innovation with responsibility and partnership built on trust. Axis does not simply deliver technology it builds confidence, transparency, and long-term value across its ecosystem.
What resonated strongly with me is how deeply education and openness are embedded in the organisation. In security, trust is non-negotiable. Axis earns that trust by being transparent about how solutions work, how data is protected, and how value is delivered. Customers are empowered, not dependent.
This culture is a competitive advantage. It fuels sustainable growth, attracts strong partners, and creates differentiated outcomes for customers. It is also a culture that aligns with how I lead by enabling people, setting clear principles, and building organisations that grow responsibly and consistently.
“The biggest opportunity today is not in more surveillance, but in more intelligence. With AI, analytics, and responsible design at the core, Axis is transforming security into actionable insight that drives real business value.”
Loubna Imenchal, MEA Regional Director at Axis Communications
How does Axis’ approach to innovation in network video and security align with your personal leadership philosophy?
My leadership philosophy is anchored in purpose, trust, and empowerment and that is exactly how Axis approaches innovation. Axis does not innovate for technology’s sake; it innovates to solve real problems, remove complexity, and enable better decision-making.
Axis solutions go beyond surveillance. They create clarity, reduce uncertainty, and support growth. Through AI, predictive analytics, digital twins, and the convergence of physical security and cybersecurity, Axis enables intelligence-led operations while maintaining the highest standards of transparency, accountability, and compliance.
For me, true leadership is about building systems people can rely on. Axis’ product strategy reflects that mindset delivering performance, resilience, and insight without compromising ethics or trust. That alignment made joining Axis an easy decision.
What are your immediate priorities in the first 90 days of your role at Axis Communications?
My first priority is to listen deeply and intentionally. Axis has built a strong reputation in MEA, and my focus is to strengthen that foundation while identifying where we can accelerate growth and unlock new opportunities.
This means engaging closely with customers, partners, and internal teams to understand regional realities, market dynamics, and evolving customer needs. It also means reinforcing collaboration across our ecosystem and empowering our teams to elevate our value proposition.
In parallel, I am focused on setting a clear strategic direction one that balances continuity with ambition, and positions Axis to lead the next phase of intelligent, responsible security across the region.
Axis operates in a rapidly evolving security and surveillance landscape. Where do you see the biggest opportunities for growth right now?
The biggest opportunity lies in helping customers navigate complexity. The security landscape is evolving faster than ever, driven by new threats, new technologies, and rising expectations for efficiency and insight.
Security today is not a one-time deployment it is a journey. Organisations need partners who evolve with them, anticipate change, and support long-term resilience. Axis grows by growing with its customers.
Technologically, the strongest opportunities are in AI at the edge, advanced analytics, and cloud-enabled architectures. Customers are ready to move beyond traditional surveillance toward intelligent, data-driven operations and Axis is uniquely positioned to lead them through that transformation.
How do you plan to strengthen engagement with partners, system integrators, and the broader channel ecosystem?
Axis’ channel ecosystem is one of the strongest in the industry because it is built on relationships, not transactions. Our partners are trusted advisors, not just resellers.
To strengthen engagement further, we will continue to invest in structured enablement, advanced training, and certification pathways while positioning partners as true ambassadors of the Axis brand, culture, and vision. Distributors play a critical role as regional capability multipliers, particularly in MEA, where local expertise and proximity to customers are essential.
Growth in this region is not possible without a strong ecosystem. Our role is to enable, empower, and grow together consistently and sustainably.
With AI, analytics, and edge computing reshaping security solutions, how will Axis help customers move beyond traditional surveillance to intelligent insights?
Data and analytics define the future of security. As hybrid architectures become the norm, edge computing, AI, and analytics will play an increasingly central role in delivering real-time insight and operational efficiency.
Axis excels in this space because we deliver end-to-end solutions across industries, designed to work seamlessly across edge, cloud, and on-premise environments. This enables customers to move beyond visibility to understanding, and from understanding to action.
The key is collaboration. By deeply understanding customer needs and tailoring solutions accordingly, Axis helps organisations evolve their security capabilities into intelligence platforms that drive measurable business outcomes.
Sustainability and responsible technology are core to Axis’ DNA. How important was this in your decision to join, and how do you plan to drive it further?
Sustainability and responsible technology were decisive factors for me. Axis does not treat sustainability as an initiative it is embedded in how the company designs, manufactures, and delivers its solutions.
Customers today expect security solutions that are not only reliable and high-performing, but also energy-efficient, low-carbon, and ethically designed. Equally important is Axis’ long-standing commitment to privacy, data protection, and regulatory compliance, including alignment with GDPR principles globally.
As Regional Director, I will continue to champion sustainability and responsible innovation ensuring they remain aligned with regional market expectations while reinforcing Axis’ leadership in ethical technology.
What message would you like to share with Axis customers and partners as you begin this new journey?
My message is simple: innovation and trust must advance together. In security, one cannot exist without the other.
Axis’ role is to transform real-world activity into actionable insight securely, responsibly, and at scale. We do this by working closely with our customers and partners, guided by strong values, clear principles, and a shared commitment to excellence.
Together, we are not just deploying technology we are shaping safer, smarter, and more resilient environments.
Looking ahead, what does success look like for you at Axis Communications over the next few years?
Success means sustained, responsible growth driven by meaningful innovation and strong ecosystem leadership. It means expanding Axis’ footprint across MEA, while deepening the value we deliver to customers, partners, and society.
It also means building a high-performing organisation that leads with integrity, attracts top talent, and sets the benchmark for intelligent security in the region.
Ultimately, success is when Axis is recognised not only as a technology leader, but as a trusted partner in the digital and security transformation of the MEA region.
