Axis



Axis at a glance

  • Axis is the market leader in network video and a driving force behind the shift from analog to digital video surveillance, which paves the way for a more secure, smarter and safer world.
  • Offering network video solutions for professional installations, Axis’ products and solutions are based on an innovative, open technology platform.
  • Axis has more than 1,400 dedicated employees in more than 40 locations around the world and cooperates with partners covering 179 countries. Founded in 1984, Axis is a Sweden-based IT company listed on NASDAQ OMX Stockholm under the ticker AXIS.

Sales 2012

Axis’ sales increased by 17 percent in 2012, and by 14 percent in local currencies.

Market leader

Axis retained its position as clear global market leader in network cameras and was ranked second in the video encoder supplier category*. During the year, Axis received many international awards for its products and solutions in network video, including for cameras equipped with the so-called Lightfinder technology.

The business model

A cornerstone of Axis’ strategy is the indirect sales model which is based on loyalty and long-term cooperation. Axis works in partnership with distributors, system integrators and resellers that reach the end customers. There are partners in 179 countries.

The product portfolio

Axis was the first company in the world to launch a network camera in 1996, thereby initiating the shift from analog to digital technology. Today Axis offers the market’s broadest product portfolio of network cameras, video encoders, software and accessories, and provides a unique global service to end customers in connection with installation and use of the products.
A strong focus on research and development means that Axis’ products differ from others in the market. Axis’ research and development operations accounted for 13 percent of sales and about 550 engineers work at the headquarters in Lund.
Axis’ network video products are used in many environments in order create a safer, smarter and more secure world. It is a question of installations in public places, airports, trains, schools, universities, casinos and banks as well as in stores and on motorways etc.

Sustainability

Since the foundation of Axis, questions relating to sustainability have been a natural part of the company’s operations within corporate governance, social responsibility and environment. In 2007, Axis signed the UN Global Compact and thus entered into a contract to observe the UN’s ten principles covering human rights, labor law, environment and anti-corruption. Axis reports according to GRI (Global Report Initiative) with level C applied.

Responsible entrepreneurship is integrated in the business processes

Since Axis was founded over twenty years ago questions concerning sustainability have been a natural part of the company’s activities within corporate governance, social responsibility (human rights, labor law and business conduct) and environment.

Social responsibility

Axis is a global company with a local presence. The company has offices in more than 20 countries and cooperates with partners in over 70 countries. Axis thereby influences the lives of many people – including shareholders, customers, employees, suppliers and others in society. Axis intends to create value for its shareholders and other stakeholders as well as build relations and take responsibility in social and environment-related matters.

Code of conduct

It is of great importance to Axis that its staff act correctly in all business related situations. The company’s Code of Conduct is therefore explicit. It emphasizes the basic principles according to which Axis conducts its operations and handles relationships with its staff, business partners and other stakeholders. All employees are expected to promote, contribute to and uphold the company’s values, integrity and responsibility. Axis also encourages its suppliers, distributors, system integrators, consultants and other business partners to follow these principles.
The following international principles form the basis of Axis’ Code of Conduct:

  • UN’s Universal Declaration of Human Rights.
  • UN’s Global Compact initiative which was introduced in 2000 by the then general secretary Kofi Annan with the aim of promoting social and environmental responsibility in companies operating internationally.
  • ILO Declaration on Fundamental Principles and Rights at Work.

These shall be considered when decisions shall be taken in all areas from research and development to marketing.

Installation of surveillance products

Axis develops and supplies network video products which are primarily used in security installations. The right to feel safe and secure is one of the most important basic principles in society, and this is where surveillance systems perform an important function, as long as they are used in accordance with prevailing legislation.
Products that are deployed for surveillance or guarding have sometimes been the focus in discussions surrounding privacy. Axis’ viewpoint is that a surveillance system in itself cannot constitute a violation of privacy. Nevertheless, as with all other equipment, it can be misused. To avoid misuse of the products, Axis attaches great importance to selection and informing partners and resellers. We hope to convey through a combination of technology innovation, compliance and voluntary best practices that security does not necessarily have to come at the expense of privacy, or vice versa.
As the market leading supplier of IP-Surveillance cameras Axis believes that our products help to improve security for people and businesses, thereby improving their safety and profitability. Surveys also show that surveillance cameras contribute to crime prevention and solving criminal actions and that a majority of the public is positive towards surveillance cameras.
The results from an international survey conducted by the National Council for Crime Prevention in Sweden, based on a written report of surveys carried out in the US, Canada, Sweden and Norway, show that crime has decreased at places which have been placed under surveillance. According to the survey the number of crimes at parking lots, for instance, has been halved at locations where surveillance cameras have been installed. In specific areas the effect has been closer to 80 percent1. In city centers and areas with a higher crime risk, the average effect is a 7 percent decreased number of criminal incidents and at public transports the number of criminal incidents has decreased with an average of 23 percent1.

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