Milestone Systems has appointed Mike Metcalfe (pictured) as Key Account Manager South Pacific, marking a return to the company as it seeks to expand its footprint across Australia and New Zealand.
Based in Sydney, Metcalfe will take responsibility for the New Zealand market while also driving enterprise and public-sector growth across key industries in Australia. His remit spans sectors where video management platforms are increasingly positioned as operational tools rather than purely security systems, including critical infrastructure, government, law enforcement, transport networks and large-scale commercial environments.
Milestone describes the move as part of a broader push to strengthen regional leadership at a time when demand for open-platform video technology is growing across ANZ. Infrastructure investment across both countries — particularly in transport, utilities and urban development — is creating opportunities for vendors that can position video systems as part of wider data and analytics ecosystems.
Metcalfe previously worked at Milestone before moving into senior roles at Everbridge and Irisity, where he gained experience in critical event management and AI-driven analytics. His return reflects a wider industry trend: video management system (VMS) vendors are increasingly competing not just on camera compatibility or storage capability, but on their ability to integrate with analytics, AI and operational platforms.
In announcing the appointment, Metcalfe pointed to the company’s XProtect video management system, BriefCam analytics platform and Arcules VSaaS offering as examples of how the vendor is positioning its portfolio. “Milestone Systems today is much more than a video capture company,” he said, arguing that organisations are seeking platforms that can convert video into operational intelligence rather than simply record footage.
That positioning aligns with broader shifts in the surveillance market. End users — particularly in transport, logistics and tertiary education — are under pressure to extract greater value from existing infrastructure investments. Video data is increasingly being used for traffic optimisation, crowd flow analysis, incident response and compliance reporting, extending well beyond traditional perimeter security and post-incident investigation.
Milestone’s emphasis on open-platform architecture also reflects competitive dynamics within the VMS sector. Open systems allow integration with third-party cameras, analytics engines and IoT data sources, an approach that has gained traction among government and large enterprise customers seeking to avoid vendor lock-in. However, open architecture can introduce integration complexity and requires strong partner ecosystems — an area where local market engagement becomes critical.
The company also referenced Project Hafnia, an initiative focused on enabling responsible use of video data for AI development through anonymisation and compliance controls. As AI-driven analytics become more central to surveillance deployments, governance, privacy and regulatory alignment are increasingly scrutinised by customers and policymakers alike. In Australia and New Zealand, data protection frameworks and public sensitivity around surveillance technology continue to shape procurement decisions, particularly in government and transport sectors.
Metcalfe said his experience across adjacent technologies had reinforced the importance of integration. “Customers are no longer looking for isolated systems. They want platforms that integrate, scale and evolve alongside their operational and regulatory requirements,” he said.
For Milestone, the ANZ market presents both opportunity and competition. Major infrastructure projects across rail, road, ports and urban precincts are generating demand for scalable video platforms, while smart city initiatives and campus upgrades are expanding use cases for analytics-driven systems. At the same time, the region is served by a mature ecosystem of global and regional VMS providers, analytics vendors and cloud-native entrants.
Jordan Cullis, Director of Sales for Asia-Pacific at Milestone Systems, described the appointment as timely for the region, citing increasing interest in video intelligence as a strategic operational tool.
Metcalfe’s return signals Milestone’s intent to consolidate and grow its presence in Australia and New Zealand, particularly in sectors where operational resilience and public safety are closely linked. Whether that translates into market share gains will depend on how effectively the company can differentiate its open-platform approach in an increasingly AI-focused and cloud-competitive landscape.
