Interview: Carlos Garcia, Sales Director, ASSA ABLOY Opening Solutions Middle East
Within the Middle East, wireless locking solutions—particularly SMARTair and Aperio—have proven to be among the most popular and best‑performing within ASSA ABLOY Opening Solutions. Their success is driven by a combination of flexibility, scalability, and ease of integration, which are critical requirements in the region’s project‑based environments.
By: Damir Muharemovic; E-mail: editorial@asmideast.com
a&s Middle East: Could you tell us a bit about your background and career journey — what led you to the access solutions industry? Could you describe your current role at ASSA ABLOY, what your main responsibilities involve, and what you consider to be the most valuable aspect of working for the company?
Garcia: I have been working in the door hardware and access solutions industry for over 25 years. I started my career with a distributor, managing sales operations across Cuba and the Dominican Republic. This early experience provided me with a strong foundation in the commercial and technical aspects of the business. I later transitioned to the manufacturing side, where I have spent the past 16 years based in the Middle East, managing multiple brands and overseeing operations across both the Middle East and APAC regions.
Having worked on both the distribution and manufacturing sides has given me a well-rounded perspective of the industry, allowing me to better understand the challenges, expectations, and priorities of our distribution partners.
Currently, I serve as Sales Director at ASSA ABLOY Opening Solutions Middle East. I am responsible for driving business growth across our full portfolio—from doors and mechanical hardware to advanced access control solutions. My role involves leading regional sales strategies, developing key client relationships, and ensuring alignment across diverse markets.
What I find most valuable about working at ASSA ABLOY is the breadth of innovation and the ability to offer fully integrated access solutions. Being part of a global organization that continuously evolves with technology allows me to contribute to meaningful, future-ready projects while delivering real value to our customers.
a&s Middle East: Tell us more about ASSA ABLOY’s presence and operations across the Middle East — where are your offices currently located, and what markets or sectors are you primarily focused on?
Garcia: Our regional headquarters are based in Dubai, which serves as our central hub for the Middle East. From here, we support and manage markets across the GCC, as well as the wider region, including the Levant and Egypt. We also have on‑ground representation in key markets such as Saudi Arabia, Qatar, and Kuwait. While the GCC remains our primary focus, we work across a diverse range of sectors. These include data centers, government and semi‑government entities, transportation infrastructure, and residential developments, allowing us to address both large‑scale projects and recurring customer needs across the region.
Rapid Growth in the Adoption of Biometric Technologies
a&s Middle East: Which sectors are leading the adoption of advanced access control in the Middle East, and why?
Garcia: Government and public sector entities are currently leading the adoption of advanced access control solutions in the Middle East. This is largely driven by regulatory requirements and the need to protect critical infrastructure. At the same time, there is a strong emphasis on user convenience alongside security. As a result, we’re seeing rapid growth in the adoption of biometric technologies, particularly facial recognition. These solutions offer a high level of security while also delivering a seamless, contactless user experience, which aligns well with the region’s focus on innovation and smart infrastructure.
a&s Middle East: Can you present or name some of your latest, most complex projects in the region?
Garcia: One of the most complex projects we’ve delivered in the region is the NEOM staff accommodation project. This was particularly challenging due to the scale of deployment and the requirement for wireless access control, combined with real‑time data availability. The project was in partnership with Qantara Development, which strongly champions BIM‑driven processes to improve productivity and accelerate project delivery. Within the NEOM Workers’ Villages, their collaboration with ASSA ABLOY enabled a highly coordinated approach to design and implementation. By leveraging ASSA ABLOY’s Openings Studio specifications software, wireless access control solutions were successfully integrated into the BIM workflow, allowing for greater accuracy, efficiency, and control throughout the project lifecycle. This project stands out as a strong example of how advanced digital tools and wireless technologies can support large‑scale, complex developments while meeting demanding operational and security requirements.
a&s Middle East: Mobile credentials and biometric integration are surging worldwide. How is ASSA ABLOY tailoring these technologies in general?
Garcia: Mobile credentials and biometric integrations are both following a strong adoption curve globally. At ASSA ABLOY, we don’t just look at these technologies through the lens of convenience and security, but also sustainability. Mobile credentials, in particular, eliminate the need for physical cards, reducing plastic waste while offering a seamless and secure user experience. This is why, at our Middle East regional headquarters, we have adopted mobile credentials in place of issuing plastic access cards to employees and visitors. By doing so, we’re able to demonstrate the real‑world value of the technology. When customers and partners visit our offices, they experience first‑hand how mobile credentials simplify access while also supporting sustainability goals. This practical adoption helps build confidence in these solutions and reinforces their role in future‑ready access ecosystems.
An Important Role of ASSA ABLOY
a&s Middle East: Your 2025 Wireless Access Control Report shows wireless systems overtaking wired ones globally. Is the Middle East following this trend, or are there unique regional dynamics at play?
Garcia: The global shift toward wireless access control is clearly reflected in the Middle East as well, but the pace of adoption is more gradual compared to global averages. Demand for wireless solutions is steadily increasing; however, regional project dynamics influence adoption rates. One key factor is the high volume of residential developments in the region, where traditional wired systems are still widely preferred due to cost structures, established specifications, and contractor familiarity. As a result, wired solutions continue to dominate many large‑scale projects. That said, adoption varies significantly by sector. Hospitality is currently leading the way, with much higher uptake of wireless access control due to the need for flexibility, faster deployment, and enhanced guest experience. In contrast, commercial, government, and critical infrastructure sectors remain more cautious, often favoring wired systems because of perceived reliability and long‑standing security standards.
As a global access solutions provider, we are seeing increasing interest in wireless access control across the Middle East, and as more successful implementations come to market, confidence in these solutions continues to grow. This will play an important role in accelerating adoption across the region over time.
a&s Middle East: With cyber-physical threats on the rise and regulations on cyber resilience setting global standards, how is ASSA ABLOY ensuring regional customers stay secure and compliant?
Garcia: Cyber‑physical threats are evolving rapidly, especially with the rise of AI‑driven attacks and increasingly interconnected digital systems. Regulations such as NIS2 and the upcoming Cyber Resilience Act are setting clearer global standards, and customers in our region are looking for solutions that are both secure and compliant. At ASSA ABLOY, we address this by integrating cybersecurity into the entire lifecycle of our digital and connected products. Dedicated teams and cross‑functional working groups ensure that requirements from NIS2, the CRA, and other emerging regulations are understood and applied consistently across our portfolio.
Beyond product security, we also focus on education and partnership. Through guidance, workshops, and expert insights, we help customers translate complex regulatory requirements into practical steps tailored to their operations. By combining secure‑by‑design solutions with regulatory alignment and customer support, we help organizations across the Middle East strengthen cyber resilience and stay protected in an increasingly complex threat landscape.
a&s Middle East: Within the Middle East market, which ASSA ABLOY Opening Solutions’ products or solutions have proven to be the most popular or best-selling, and what factors do you believe are contributing to their success in the region?
Garcia: Within the Middle East, our wireless locking solutions—particularly SMARTair and Aperio—have proven to be among the most popular and best‑performing within ASSA ABLOY Opening Solutions. Their success is driven by a combination of flexibility, scalability, and ease of integration, which are critical requirements in the region’s project‑based environments. SMARTair has gained strong traction due to its simplicity, reliability, and suitability for both standalone and networked applications, making it especially attractive for hospitality, education, and commercial buildings. Aperio, on the other hand, has been widely adopted in more complex environments because it enables wireless locks to integrate seamlessly with existing access control systems—allowing customers to upgrade security without extensive wiring or infrastructure changes.
The appeal of these solutions is further strengthened by the region’s growing demand for faster project delivery, reduced installation complexity, and future‑proofed systems. Wireless locks offer a practical balance between advanced security, operational efficiency, and flexibility, which aligns well with the evolving needs of Middle Eastern customers across sectors such as hospitality, commercial real estate, and mixed‑use developments.
a&s Middle East: What is ASSA ABLOY’s vision for expanding this regional footprint over the next three to five years? What can your customers expect in terms of new products, solutions, and services?
Garcia: Over the next three to five years, our vision for the Middle East is focused on deepening our presence in key verticals where demand for advanced and resilient access solutions continues to grow. In particular, we see strong opportunities in residential, healthcare, and data center environments. Data centers are a key area of strategic focus for us.
As part of this expansion, we have strengthened our capabilities through targeted acquisitions such as Kentix, which enables us to offer comprehensive solutions for data center environments, including monitoring and securing ‘grey spaces’ alongside physical access control. This allows us to address not only access, but also environmental and operational security requirements in highly critical facilities.
We are also continuing to invest in our security door manufacturing capabilities, with a strong emphasis on developing high‑security doors designed to meet regional requirements and standards. For our customers in the region, this means access to more integrated, end‑to‑end solutions, tailored to local market needs, supported by ongoing innovation, regional expertise, and a growing portfolio of specialized products and services.
