Martin Cowley of IDIS talks to SecurityNewsDesk about Intersec 2014

Martin Cowley IFSEC (Custom)

Martin Cowley, Channel Manager, IDIS.

Ahead of IDIS’ participation at Intersec 2014 SecurityNewsDesk has spoken to Martin Cowley, Channel Manager, to find out what draws the industry leader to Intersec and why the exhibition is so successful.

How long has IDIS been participating in Intersec and how have you seen the event grow and change over the years?

This is the first time IDIS will exhibit at Intersec and the show will act as the launch platform for DirectIP™, our next generation HD surveillance solutions, supporting our 2014 growth strategy for the region.  Most of the IDIS team have attended for a number of years and witnessed the show grow significantly with a broad spectrum of technologies now on display. As a result, the event brings the entire security buying chain together at one time and place from distributors, integrators and consultants through to end users, which is fantastic for any exhibitor.

Why do you think the exhibition has become such a leading light in the industry?

The Middle East and more recently North Africa have become strategic growth regions for many technology companies across the globe.  With healthy infrastructure development programs and green field construction, there is demand for the utilisation of cutting-edge technology especially around security. Continued evolving threats in the region, means security remains top of mind, while parts of the Middle East have a large legacy installed base ready for upgrade to the latest IP-enabled solutions. As a result, Intersec provides the perfect forum to meet with new and existing security partners to review the latest technology and industry advancements.

What unique opportunities does Intersec offer IDIS?

The whole IDIS team is excited to use a local show for Middle East launch of DirectIP™ and Intersec provides the perfect platform to present the industry’s first true plug-and-play and networked surveillance solution that installs and operates just like analogue DVR based systems.   So it give IDIS the opportunity for visitors across the security buying chain to see that DirectIP™ does exactly what it says on the tin – simple, affordable and high performance HD surveillance.

Not only does Intersec bring the buying chain under one roof, both local and international magazines will be present at the show, so we look forward to welcoming the media to our press briefing at 15:30 on 20th January.  Not only does it give us a chance to educate the market to our offerings, it will provide a great forum to network and share some of our recent progress including key customer wins.

In addition, the IDIS ethos is about long term, sustainable and rewarding partnerships, with many of our partners now working with us for well over ten years.  The show offers excellent social and networking opportunities as well as being a platform for showcasing DirectIP™.  Our regional team and senior executives from head office will attend Intersec, so the whole IDIS team looks forward to deepening existing relationships and embarking new partnerships during the show.

What do you think are the top issues, challenges or talking points in the industry at the moment, and what do you think an exhibition like Intersec 2014 will contribute to these?

The challenges in terms of technology are not hugely different to those we face in Europe – the demand for high performance, seamless interoperability and integration to third parties systems such as access control will be key talking points.

In particular, IP surveillance has become too expensive and complicated, and Middle East installers and integrators, just like those in Europe, had their fingers burnt with early IP implementations, in terms of project overruns and tackling complex network challenges, which in turn led to margin erosion and disgruntled end users.  We’re looking to educate those installers at the show who may have reverted back to analogue or perhaps never moved away due to the aforementioned challenges. With DirectIP™ we’ve removed all that complexity, which offers those installers, as well as the high-end integrators well versed in all things IP, an opportunity to simply install, operate and maintain HD and networked surveillance. At the same time, this enables increased installer margins and happy end users realising outstanding performance and a low cost of ownership.

The Middle East market is a very tech savvy and tech hungry market so I think we’ll see Intersec visitors looking for new and innovative technology coupled with high performance and reliability.  We think DirectIP will be one of those things!

What product that you are demonstrating in January are you the most excited about?

For us it’s all about DirectIP™, our next generation HD surveillance solution.  Packaged as a one-stop-shop solution, featuring a range of cameras, network video recorders (NVR) and bundled video management software, DirectIP™ offers true plug-and-play simplicity, combined with highest-quality performance, compatibility and attractive pricing. We’ve removed the network complexities of IP addressing, even for multi-site roll outs, to develop a solution that installs and operates just like analogue DVR systems but with all the benefits of HD and networked surveillance.  We call it IP without the PC!

We’re on stand 231C, Sheikh Saeed Hall 1 – so come and see us!

What are you most looking forward to at the 2014 event?

It’s got to be meeting new and existing customers in an exciting exhibition environment as well as catching up with industry peers and enjoying the networking opportunities. Dubai is unique and thrilling place so combined with the show there will be a great buzz.   It’s an exciting time for the security industry, we’re back to an era of innovation that dropped off somewhat during the recession, so we’re all looking forward to seeing other technology on display.  While large exhibitions are a lot of work, the IDIS team makes sure it has fun and of course, some sunshine will be nice!

For more information visit or


Leave a Comment

You must be logged in to post a comment.