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In The Boardroom With...


Mr. Andrew Hubble

Sales Director Asia Pacific & Japan

Dell EMC 

Surveillance and Security Thank you for joining us today, Andrew. Before we discuss the current security environment in Asia Pacific and Japan (“APJ”), please tell us about your background.

Andrew Hubble: My introduction to the Safety and Security industry commenced when I joined my brothers System Integration Company “IVS” as General Manager back in 1993. IVS was a successful “Physical Security SI” company competing against the multi-national SI’s for enterprise and commercial Security business in Australia. It provided a solid grounding and interaction with large customers, security vendors and the IT channel during the evolution of the security industry from analogue to digital technology. The business was eventually sold to an international listed Security company and I moved to Asia to set up the company's Asian footprint. After some years I was asked by the German company Dallmeier and their Asian Distributor CR Kennedy to establish the Dallmeier Asian business and subsequently set up the offices in Hong Kong, Macau and Singapore. The business was very successful, particularly in the Casino market where Macau was just starting to boom with the first of the large American Casino companies establishing their Macau Casino. I helped win business in the Venetian group, Wynn, and the Crown “City of Dreams” Casinos. These were some of the largest Video Surveillance deployments in the world at the time and with the evolution of IT technology the convergence of Security and IT Data traffic was now possibly on the same network – 4500 cameras streaming constantly in HD on the same network as background music, lighting, IT traffic, POS data, alarm, intercom, access control. The Financial Crisis slowed development in the Casino industry around the same time that Cisco was delving into the world of Physical Security and I joined Cisco to develop their APAC business based in Hong Kong as Cisco Physical Security General Manager APAC. I moved back to Australia in 2013 and joined EMC to lead the APJ Physical Security team which had surged to #1 in enterprise storage globally. With the Dell EMC merger earlier this year, our team, along with the opportunity’s in physical security have expanded rapidly and I’m fortunate to be leading the Safety and Security practice for Dell EMC in APJ currently. CNN recently reported that terrorism is a growing threat in APJ. What is your perspective Andrew regarding the current security environment and market drivers for Dell EMC solutions in your region?

Andrew Hubble: Terrorism in certain countries in Asia has certainly focused governments and enterprise to review their own safety and security methods to protect the public, staff and critical infrastructure and how to improve current practice. Convergence and collaboration of multiple Safety and Security technology combined with “Big Data” analytics are needed to leverage technology in the battle against terrorism in APJ. This provides both challenges and opportunities for Dell EMC as we can provide both thought leadership in the technology challenges while being the catalyst for all of the different technology partners that operate in this space. What are your key target markets in APJ ?

Andrew Hubble: Safety and Security now touch every industry from Government through to small business and domestic users. Dell EMC key markets are usually in the Government sector, particularly in Safe Cities, border protection and transportation. Large commercial and enterprise business are also key users of Dell EMC infrastructure in their Safety and Security needs. We had the pleasure of chatting recently with Ken Mills General Manager, Dell EMC, Surveillance and Security about how Dell EMC is today “#1 In Everything, All in 1 Place” and making the world safer. What are your thoughts regarding the unique value proposition that Dell EMC brings to the table in APJ ?

Andrew Hubble: Yes, Ken makes a great reference to Dell EMC's strength in the Surveillance and Security industry and I think this comes from the ability of Dell EMC to provide the complete stack of IT infrastructure needed to deliver a flexible, scalable and open platform for the critical Security and Surveillance applications to deliver the information needed to make the world safer. Are there any particular “wins” and success stories you would like to tell us about?

Andrew Hubble: Dell EMC has had some significant wins in the Safe City and Transportation sectors throughout Asia Pacific. Because of the nature of Safety and Security, our customers prefer not to be publically referenceable, but will discuss their best practice and experiences on a peer to peer basis. Safe City’s in India, Vietnam and Korea, Airports in Australia, Singapore, China and Metro Rail in China, Australia and Japan are all customers of Dell EMC and we can facilitate industry references when required. We read this recent announcement with great interest Dell EMC Launches Historic New Integrated Partner Program. May we have an overview of Dell EMC’s key ecosystem partners in APJ ?

Andrew Hubble: Dell EMC has a close partnership with the key Security and Surveillance partners in APJ. Many are listed in our partner validation link here. We also work closely with many in-country Security System Integrators (SI) as APJ has such diversity in language, customs and business conditions. We must be flexible to our customers and partner’s needs as there is certainly not a “one partner fits all” in APJ and we recognize this. Can we talk for a moment, Andrew, about Dell EMC Surveillance Validation Labs… what role does this singularly unique capability serve to assure successful implementations?

Andrew Hubble: The Dell EMC Surveillance validation Labs provide one of our key value propositions. We work with the key global partners in the Security and Surveillance industry to install, test and provide validation of their software application working in the most optimized configuration with the Dell EMC infrastructure. Frank McCarthy, our CTO, is in charge of our labs ensuring an engineer to engineer relationship with our eco partners and in collaboration, produces architectural white papers, sizing and configuration documentation. This provides our key partners and VMS (Video Management Software) vendor, partners and customers piece of mind that the prescribed solution has been tested and validated prior to installation and commissioning. Want to discuss Dell EMC’s OEM business?

Andrew Hubble: Dell EMC can also provide Original Equipment Manufacturer for our key Security and Surveillance partners (customers in this instance) to help grow and develop their business. Dell EMC can leverage our experience in building key components in infrastructure and leverage our logistic expertise to become part of our customers value chain. This can allow our customers to focus on their core expertise in security applications, intelligent security software and marketing while Dell EMC can assist in delivering the most optimized hardware and support structure. Thanks again for joining us today, Andrew. Are there any other subjects you'd like to highlight?

Andrew Hubble: It’s been a pleasure chatting today and perhaps I can summarize by saying that Dell EMC is striving to enable surveillance transformation for reduced risk and to help make the world a safer place. Thank you.

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