Volume 91 | February 15, 2025
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Occasionally, a business trip surpasses its original purpose and becomes something more meaningful to me. My recent return to Intersec Dubai was one of those moments. What follows in Brief 91 is not just a show recap or market analysis but a journey through the evolving security landscape in one of the world's most dynamic regions. From unexpected observations in market maturity to thought-provoking conversations with industry leaders, I tried to weave together the complex threads of tradition, innovation, and transformation that define Dubai's unique position in the global security ecosystem. Whether you're a seasoned player in the Middle East market or observing from your home market, I hope these observations and insights prove valuable to you.
Welcome to Brief 91!
But before we get into it, I wanted to share three updates:
ISC West: is shaping up to be an extraordinary showcase of our renewed partnership with RX and SIA, featuring a pretty impressive lineup of activations and events. We're leading multiple initiatives including the popular AI Discovery Zone (this year there will be 11 companies showcasing their AI in Security), launching the industry's first-ever Influencer Program, and hosting exclusive Breakfast Meetings. The event will also feature the SIA's Startup in Security networking event, the official LEAF and FAST networking gatherings, and live podcast recordings directly from the show floor. Additionally, we're curating two hours of specialized Learning and Development sessions, developed in collaboration with our members, while providing comprehensive in-booth content creation services to enhance exhibitor presence and engagement. Reach out to me directly if any of the above sounds interesting to you!
ACS25 is set to deliver an unprecedented gathering of the global access control, smart lock, and adjacent industry in the stunning coastal city of San Sebastián, Spain on May 27-28th. We've curated an exceptional lineup of 60 executive speakers representing diverse parts of the market, each ready to share insights and perspectives rarely encountered in our industry. Under the theme "Exponential," this exclusive 150-person event combines intimate networking opportunities with innovative session formats, including traditional panel discussions, one-on-one conversations, and new additions like My Views and Q&A segments. We're privileged to have Salto as our city host! And ASSA ABLOY and HID have stepped up to co-sponsor the welcome reception. Thank you. We are creating an unparalleled environment where the industry's most influential voices converge to shape its future narrative - and with limited seats remaining, early registration is strongly encouraged! Companies scheduled to speak are: Accessia, acre security, Alert Enterprise, Allegion, AMAG, Amazon Key, Any2Any, ASSA ABLOY, Axis, Brivo, ButterflyMX, ColorID, CoreWillSoft, dormakaba, Dot Origin, Elatec, essenys, FATH, Gallagher Security, Google, Harmann Controls, HID, IDCube, IDWare, Idemia, igloo, iLOQ, ISEO, Kastle, Legic, Nedap Security, Nineteen Group, PassiveBolt, PDQ, Pelican Zero, Portier, PSA, Raymond James, RealSense, SAGE Integration, Salto, Seam, Sharry, SIA, Silverpine, SwiftConnect, Synguard, Touch2Access, Veridas, Verkada, Wavelynx, Wesco, Zaplox, and Zenitel!
The Security Breakdown: We're thrilled with the incredible response to The Security Breakdown, our free weekly newsletter that transforms how professionals stay informed about the global security industry, delivering concise, no-fluff insights on video surveillance, perimeter security, intrusion detection, security operations, and global industry trends, all curated by leading experts and practitioners, while providing both broad and deep insights and offering opportunities for connection whether online or in-person, locally or globally – please share the sign up link with your network!
The AC/MA Summit, We are down to 5 tickets left for the event! AC/MA, scheduled for March 4th at Houlihan Lokey's office in NY, is a groundbreaking half-day event focusing on the global access control and financial industry, bringing together professionals from banking, corporate development, private equity, and venture capital for networking, keynotes, and panel discussions featuring an impressive speaker lineup
The Security Event (Birmingham UK): If you are a manufacturer or service provider serving the European market, The Security Event is the perfect show to showcase your offerings through our partnership with The Nineteen Group, featuring the XForum—a thought leadership stage with over 60 talks, discussions, and presentations across three days—surrounded by 12 "pods" which offer an excellent way to enter the show or establish a local presence for £8,000 each (transacted directly with The Nineteen Group, as we don't receive any money from pod sales but are paid separately to activate the XForum), with our support for social media and coordination efforts upon signing up, plus as a bonus incentive for the remaining 50% of pods still available, you'll receive a complimentary 1:1 long-form podcast with your executive team produced at no cost.
Thank you for all your support, partnership, and friendship.
PS: I am sure some of you may forward this, but please do so sparingly and encourage others to sign up here. Thank you!
Intersec Dubai
Without getting too "woo woo" on you, my second visit to Dubai for Intersec was transformative for me. I could sense everything elevating: the business, relationships, personal growth, connections with those close to me, and intrigue from those who are not. While the first year was amazing, I approached it like a pinball, bouncing between the hotel and convention center, my senses on overdrive. I didn't allocate enough time, and there was a mutual unfamiliarity – the region knew as little about me and our mission as I knew about it. Still, I recognized we had something special with what we did at Intersec. And we wanted to do more.
Fast forward a year, and everything changed. This time, I was purposeful and accompanied by Hilary. The Intersec team's increased investment in the Thought Leadership stage, a dedicated space for industry leaders to share their insights and visions, and all the advertising and promotion paid off, and there was a clear awareness of our mission. The energy was impossible to miss, with crowds of people in small and big groups actively engaged and a clear focus on telling stories about today and tomorrow. It was truly a thought leadership pavilion, a hub of innovative ideas and discussions shaping the future of the security industry.
On this trip, I also explored the market before the show started. Albeit, one day, it was eye-opening. Dubai's position in the entire region is unique (not a newsflash, I know, but it needs to be stated)– it's a mature market within the region, commanding a seat at the global security industry table. It is at the top of many people's minds for a reason. However, speaking of "the region" in a singular tone is overly simplistic. While some Emirates are just beginning their journey, Dubai has evolved beyond being merely an unknown growth opportunity. It's now a sophisticated market with established processes and key players, yet still maintains significant upside potential. That is what makes Dubai unique.
What's particularly striking to me is the robust ecosystem developed here at an unprecedented pace in our industry. The people here are exceptional, and their commitment to progress is evident in every interaction.
In many ways, Dubai represents the transformation we're witnessing globally—it's a living embodiment of digital transformation (both the positive and the friction it introduces). And I'm thoroughly excited to be part of its journey in our way.
To Start, My Flight to Dubai
I'm starting with my overview of the flight experience since many of you share travel stories and are fellow travel nerds. Flying the Airbus A380 was a highlight - this monster of a plane is the world's largest passenger aircraft and the only full-length double-decker jet airliner, taking over an impressive four gates at the terminal. As a United loyalist, I must admit that this experience surpassed anything in their Polaris class. For any travel nerds interested, I'd be happy to share more details and photos of this one-of-a-kind experience (though I hear Qatar Airways has recently unveiled something even more crazy). The flight set the perfect tone for what would become a remarkable trip. All right, enough nerding out…back to Dubai and Intersec.
A Day in Dubai's Security Market: Beyond the Surface
I landed, freshened up, and hit the road. My day began with IDCube's team - Divyakant Gupta and Rishi Chahal - who've become trusted colleagues and friends across continents, from India to the UK, the US, and now Dubai. Their introductions opened doors to three significant players in the market, each offering a unique window into Dubai's security landscape. I am grateful for their time and energy.
At Specialized & Interactive Systems (SIS), the team (not from Dubai but the UK - this will be a theme) revealed the complexities of a mature integration operation. Since 2000, they've built an impressive portfolio spanning structured cabling, PBX, CCTV, and access control throughout the region and in iconic buildings. Their insight that security comprises 30% of their business, with access control representing just 5-10%, painted a clear picture of market priorities. This is still a video-heavy market with access control and smart locks ripe for growth.
We then went and visited NV5, which brought a familiar perspective (by the way, also not from Dubai but Canada) - a traditional specifier grappling with the tension between the devil they know (what they've always done) and the devil they don't know (adopting new technology). Their team's approach reflected a universal challenge: balancing cutting-edge solutions with proven reliability in large-scale projects. You could hear the struggle throughout the conversation. It highlighted a crucial need for innovation testing grounds in a market like Dubai. Where are they? This surprised me since all you hear about when you tell people you are going to Dubai is, "Wait till you see it… everything is the best and has the latest and greatest." In some spots, there is still some catching up (see access control that includes cloud and mobile).
The day's highlight was Dubai Asset Holding Management(DAHM) (again, the people we met with were not from Dubai)- a name that commands immediate head nods and smiles from people when they hear you visited them. Owned by Dubai Holding, which is owned by Dubai's ruler, Sheikh Mohammed bin Rashid al-Maktoum, their scale of development is staggering. It really is. DHAM owns and operates a variety of retail, residential, and commercial destinations, including 20 retail destinations and 15 residential communities. The team we met with was open and full of energy. They asked many questions and were proud to show off the projects they completed and had on the roadmap. The sheer size is stunning. Yet, even here, I found surprising limits to technological adoption. While they project a cutting-edge image, the reality shows a more measured approach to innovation - no cloud solutions, limited mobile integration, and careful technology deployment. There is thoughtfulness to their approach, but there is also a period of what many would mention as "still figuring it out" and "waiting for the regulatory agency to engage."
Intersec Dubai Show and the Thought Leadership Pavilion
The next day started the show. Over the course of 3 days, we hosted 30 presentations featuring industry leaders from Intel RealSense, Swiftconnect, Alert Enterprise, Wavelynx, HID, Elatec, Autec, Siemens, CoreWillSoft, and Galaxy Control Systems. We covered many parts of the industry in technology, geographies, verticals…just about everything. The presentations took place on an impressive stage equipped with professional sound and AV equipment, reflecting Intersec's commitment to expanding this platform beyond access control into broader security discussions. I am pretty excited about what this has turned into.
The event featured a wide range of topics and, in my opinion, created many deep networking opportunities among attendees, exhibitors, and presenters. Hilary and I experimented with various presentation formats to keep the content engaging and interactive, creating an environment that encouraged meaningful discussions and connections. Most worked, but one did not (podcasting on the stage). This was more of a technical issue on my end than a format one, but I learned from this, and we will tweak it for the next show.
Our commitment to maximizing value for those who engage with us extends beyond the event itself. We're currently taking a set of presentations and turning them into digestible content pieces, including short-form videos and company-specific LinkedIn posts, that will be released over the next four months.
Additionally, we're producing a podcast series to ensure the insights shared during the event reach an even broader audience.
We're excited about Intersec Dubai 2026 and our expansion to Intersec Saudi Arabia this October. If you're interested in participating in these upcoming events, please don't hesitate to contact us.
The Market at Large: A Study in Contrasts
Dubai's security market tells a fascinating story of contrast and potential. SIRA (Security Industry Regulatory Agency) plays a pivotal role in setting standards that shape the industry's direction. While CCTV standards are well-established, the absence of access control guidelines creates an interesting dynamic. Everyone's waiting for cloud access control approval at the door, knowing early movers will reap significant benefits. Again, like in many parts of the world, the adoption is inevitable. What is still in question is when and to what impact.
The market's maturity varies significantly across the region. While Dubai shows mature patterns, Saudi Arabia, which came up often, presents primarily greenfield opportunities at scales not seen before. There is also a common discussion that people believe Syria is beginning to see investment in critical infrastructure rebuilding (e.g., schools, hospitals, and more). This diversity creates a unique environment where companies like Invixium, Galaxy Control Systems, and IDCube compete on relatively equal footing, sometimes leading with established players like Genetec, LenelS2, and others. Why? In some ways, companies who invested in the market years ago are well ahead of incumbents in other parts of the world, just now starting to build design centers and make the proper relationships in the country.
This region is wild, and you can be whoever you want. Who you are in your home country has little bearing on who you are here. As long as you invest in the region through dollars and even more through relationships and time while also showing respect for the culture.
The potential is so compelling that one executive in the access control industry questioned whether they are better suited to redirecting 50% of their North American budget to this region - a bold move that reflects the market's promise. The rate and scale of the possible return demand the proper consideration. The reality, however, is, like many things, nuanced. While Dubai awaits cloud adoption, mobile credentials face cost barriers that are immovable in their current state and are not influenced by North American standards; not too far away in Saudi Arabia, they maintain a simpler approach of "if it's good for the US and under UL, it's good for us" approach. This makes it hard for those who don't take the time to understand the differences and do the work in the country to invest in the region.
What makes this market particularly interesting is its role as a global pivot point, where brands from the US, Europe, India, Africa, Australia, New Zealand, and China converge. As mentioned above, success here isn't just about technical capability - it's about understanding the cultural nuances, building relationships, and committing to the region's vision for its future. The market rewards those who invest time and resources in understanding its unique rhythm, making it a fascinating study of how traditional security practices adapt to ambitious development goals.
Many have been for years and are clearly in the pole position to take the lion's share of the opportunity that has been and will continue to show itself.
That is my biggest takeaway: The true winners in this region will not be the names many are familiar with or have come to expect. That does not matter here. Sure, there will be some incumbency, but this is an entirely different ballgame, and I find it fascinating.
I was left with some questions that I am still trying to unpack:
At the strategic level, it is hard not to consider how Dubai's measured approach to technological adoption might affect its position as a global security hub - is this careful stance a liability or actually a strength in today's rapidly evolving market?
The interplay between legacy relationship-driven business culture and the need for innovation creates an interesting tension, especially as SIRA's anticipated cloud security standards could reshape Dubai's market and set precedents across emerging markets globally. Will it be overburdened with red tape or open and free to adopt, adapt, and go?
The bold suggestion by one executive to me discussing the redirection of 50% of their North American budget to this region raises fascinating questions about market timing and appetite for risk as the pressure to perform increases and the moats to enter the market decreases due to software versus hardware models, particularly as there are mature markets without the upside the Middle East brings. But at what cost? Especially as we await the inevitable regulatory approval of cloud and mobile solutions.
I worry about the level of legacy systems being installed now. Take the Dubai airport. It is massive, not just in size but in people. Do you think they will rip and replace their system because of "the cloud?" No, not at this moment, but what long-term costs are around their desire for innovation and cutting-edge technology? Every day, the region waits, which has a compounding effect.
We also see an intriguing contrast between Dubai's careful adoption patterns and Saudi Arabia's straightforward approach to following US standards. This regional dynamic, combined with Dubai's role as a global player and the broader context of regional reconstruction efforts, creates a complex web of considerations for companies developing their Middle East strategy. As Dubai transforms from a growth opportunity to a mature market, and many Western companies are unsure what to do because they haven't spent enough time in the region, the key question becomes: where to invest?
Also, what's the next frontier for security innovation in a region that's simultaneously traditional and ambitious, measured and bold, relationship-focused yet increasingly tech-driven? Who and where is it going to be?
In Conclusion
My time in Dubai, from stepping off that A380 to my final interactions at Intersec, revealed a market that defies simple categorization. Through conversations with industry leaders, a clear picture emerges of a market at an inflection point, with an appetite for innovation I'm not sure many of us have ever seen. While some technological adoptions remain measured – particularly in cloud and mobile – there's an unmistakable sense of anticipation. The question isn't if change will come but how companies will position themselves to capitalize on it.
It's become clear that success here isn't achieved from the sidelines. This market demands real investment—of time, money, and intellectual energy. The opportunities are extraordinary for those willing to understand its unique ecosystem, respect its regulatory framework, and embrace its vision. The potential return justifies sacrificing incremental North American growth for the exponential upside that awaits those who commit.
The Thought Leadership Pavilion is a testament to this opportunity, and we're excited to continue building on this foundation. Whether in Dubai or our upcoming expansion to Saudi Arabia, we'd love to have you join us on this journey.
A heartfelt thank you to the Intersec team for their vision, to IDCube for their incredible hospitality, and to our ten companies who participated in the Thought Leadership Pavilion: Intel RealSense, Swiftconnect, Alert Enterprise, Wavelynx, HID, Elatec, Autec, Siemens, CoreWillSoft, and Galaxy Control Systems. Special thanks to Sanjit for the memorable dinner and stories, AMAG for dinner nicely comfortable and not-about business, and Hilary, whose partnership with me before, during, and after was why it was a success (always).
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