How a Canadian security tech exporter expanded into the Indo-Pacific

From Paris and India to Japan and Dubai, security technology company Genetec has grown globally by using successful projects as real-world examples to build trust with future clients and enter new markets.

This strategy has helped the company expand into nearly 160 countries and become a leader in video surveillance, access control and public safety technology.

Michel Chalouhi, vice-president of global sales at Genetec, shared his company’s international expansion journey on Export Development Canada’s (EDC) recent Export Impact Podcast, offering valuable insights for Canadian companies looking to grow beyond traditional markets.

Tune in to the Export Impact Podcast and find out how Genetec overcame challenges to scale globally. Follow us on your favourite streaming platforms, so you never miss an episode. New episodes are released on the last Thursday of each month.

Founded in 1997 by Pierre Racz, Genetec started as a small software development firm and evolved into a global leader in physical security solutions, including video surveillance, access and reading control, and licence plate recognition. It now has operations in 159 countries and employs more than 2,300 people worldwide.

The company’s first major security installation was with Paris Aeroport, which operates three major airports in that city. The contract included migrating the company’s entire camera system—around 8,000 to 9,000 cameras—to an internet protocol (IP)-based platform.

“That was the first attempt to scale the solution, pushing it forward,” says Chalouhi. “That was customer No. 1.”

The successful deployment and ability to showcase the project to other potential clients demonstrated that Genetec can scale solutions far beyond typical installations.

Genetec’s international expansion strategy centres on three key elements:

1. Multinational customers: “We’ve had the opportunity to work with multinationals early on,” Chalouhi says. “Multinationals will take you in directions, or will bring you into different markets, where you don’t necessarily have a footprint."

This approach allowed the company to establish a presence in markets, like Brazil, and then expand to Zimbabwe and Oman without significant upfront investment.

2. Strategic partnerships: In the early days, Genetec worked with original equipment manufacturers (OEMs) that rebranded and sold its technology under their own names. This private-labelling strategy helped Genetec enter new global markets before establishing a direct presence.

3. Customer reference accounts: The company uses high-profile client installations to open doors in new markets. Officials in Hyderabad, India, replicated a U.S. surveillance project, which helped Genetec build credibility and attract new clients. “Fast-forward 10-15 years, India is probably the fastest-growing region for us,” Chalouhi says.

Japan was another challenging market. Despite being present there for more than 20 years, Genetec only recently landed a key reference account that’s providing access to broader opportunities.

The company’s experiences breaking into these markets reinforced the importance of persistence and cultural understanding. “We’ve worked with partners (who) think they can run international businesses as they run it in Chicago, New York or Montreal. It’s not really the case,” Chalouhi says. “The cultural aspect, how you go about it and the way you get entrenched and try to develop those markets is very, very particular.”

International expansion in the security technology sector presents unique challenges, especially around regulatory compliance and financial risk management. EDC supported Genetec’s international growth with credit insurance on large capital projects.

“The projects that we go after are very heavy on initial capital, and typically the partners that go through those initial rounds are small. So, EDC plays a very valuable role in that perspective to help us lift those opportunities off the ground,” Chalouhi says.

EDC also provides access to global networks and market intelligence for the Indo-Pacific. Diane Belliveau, EDC’s regional vice-president for East Asia and Oceania, highlights EDC’s 12 offices across the Indo-Pacific and their relationships with banks, embassies and clients in the region.

“By 2030, the middle class in emerging markets of the Indo-Pacific will be five times greater than the middle class in the U.S. and in Europe,” she says. This growing demand for infrastructure, technology and services presents opportunities for Canadian exporters.

The security technology landscape continues to evolve rapidly, driven by increasing global threats and the convergence of physical and cybersecurity. Genetec’s platform is designed to be open and flexible, allowing integration with a range of hardware and software systems. This approach makes it easier for Genetec to adapt to different customer needs and regulatory environments across global markets.

“Even though there’s a lot of hype around artificial intelligence (AI), we look at it as intelligent automation,” says Chalouhi. “Let’s use those tools to get that information and our platform will provide the interfaces for a human to be able to make the call.”

Chalouhi offers a few key strategies for companies that want to successfully export to complex markets, like the Indo-Pacific:

• Focus on specific markets: Rather than spreading resources across multiple opportunities, concentrate efforts on building deep market penetration.
• Invest in local partnerships: “Always find good partners: Go-to-market partners, technology partners that are going to help you,” Chalouhi says. The right partner can help navigate cultural differences and regulatory requirements.

• Plan for certification and compliance: Chalouhi advises to never underestimate the level of effort, time and money required to get a solution certified to local standards.
• Build high-profile customer examples: Success in one market can open doors to others, but only if your company can demonstrate clear value and reliability to future customers.
• Maintain market intelligence: As geopolitical conditions continue to shift, staying informed about regulatory changes and market conditions becomes increasingly important for success.

Genetec’s journey provides a compelling blueprint for Canadian tech companies that want to grow internationally. By combining strategic partnerships, strong customer references and support from EDC, the company has successfully expanded into complex markets and positioned itself as a global leader in security technology.

Ready to learn more? Listen to the Export Impact Podcast on edc.ca, or subscribe on Spotify, Apple or Amazon Music, and start turning your international business goals into reality. 

The content of this client profile is drawn from the company’s website, interviews and other third-party resources, but EDC hasn’t conducted an independent verification of the data or information collected.

This content was created in part using generative artificial intelligence (Gen AI).