Security & surveillance players targetting SME/SOHO segments

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Keeping these segments in mind, companies are launching low priced products

By Richa Chakravarty

Tuesday, January 08, 2013: Unabated terror threats and rise in crime rate have seen the security and surveillance industry grow by 25 per cent in India. This growth was quite evident in a recently concluded of security and surveillance expo in Greater Noida, which witnessed several emerging trends.

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Companies targeting SME, SOHO segments: Surprisingly, the focus of the security companies is shifting from the government vertical to the small and medium enterprises (SME) and the small office home office (SOHO) segments.

According to an estimate, the Indian home safety and security market, which includes CCTVs, video phone devices and fingerprint locks is expected to have a turnover of Rs 3000 million in 2012. This segment is expected to grow at a CAGR of 35 per cent for the next four years.

According to some players like Pelco and Honeywell, almost 80 per cent of the demand for security cameras is currently coming from these segments, this was shared by players at the security expo and a mere 20 per cent comes from other premier segments. Companies are, therefore, launching low priced products, keeping these segments in mind. For example, Bosch has launched a line of products for SMEs, which includes both analogue and IP cameras. Panasonic has also introduced a mid-range camera series in the Rs 3000+ range with a warranty of three years.

Integrated solutions are preferred: Another major transition observed is the increasing application and demand for integrated security solutions. Customers today demand integrated solutions from a single vendor. This concept applies not just to products, but also to services. Solutions include CCTV cameras, access control devices, fire alarm, building alarm integration, etc, all integrated into one solution. Hence, players are now offering solutions that are scalable and can support any security device irrespective of its make. As a result, buyers get a better value from their security systems, at a lower cost. “Today, the industry is moving towards offering consolidated solutions especially following the open network video interface forum (ONVIF). This forum or standard helps the customers with an open system that can integrate with other security devices,” informs Deepak Bhandari, senior manager, DVTel India Pvt Ltd.

Customers opt for low cost, feature rich and hassle free devices: As technology advancements continue to change the landscape of the industry, so do customer demands. Buyers now demand comprehensive solutions, yet at a low cost. Buyers are also getting aware of the technological advancements and are demanding products with international standards. “Most buyers are today opting for IP cameras because of the benefits they offer, which are limited in analogue devices but they also want cost-effective products,” says Puneet Mehta, head, north region, Honeywell Security.

Customers today look for cameras that are not only feature rich but are also easy to install and use. They want easy accessibility via their smartphones, from remote locations. Hence, manufacturers are coming up with cameras that can easily be configured with e-mail alerts and a Web based live view application.

Along with advanced technology, customers are giving importance to aesthetics as well. Designers and architects are increasingly demanding and specifying products that blend in with their attractive building designs. They no longer tolerate an ugly black box in the corner of the hotel lobby’s ceiling, but would prefer a dome camera that they can integrate into the ceiling’s design.

New Technologies: All major players are focusing on offering devices with new features. IP cameras have been in the Indian market for around two to three years, so these cameras are not new. But their upgradation in terms of new features is making them a runaway success.

Cloud based video surveillance: Video surveillance as a system (VSaaS), also known as hosted or managed video surveillance, is the latest technology in the market. With VSaaS, cameras are installed at the user’s site and video is streamed to systems at the provider’s facilities. There is no need to implement specialised video management service (VMS) for viewing the video; this is done over the Web. Cloud video management (CVM) breaks free from traditional security camera hardware restrictions, such as a limited number of cameras and processing capabilities. Also, it is less expensive because no DVR is needed. Video is stored locally inside a cloud camera and, optionally, on a USB hard drive attached to the router. Video can be easily viewed on demand through a cloud portal on the Internet VSaaS. Hence, one can easily access video anywhere through the Internet using a computer, smartphone or tablet without installing any software.

Secureye has launched a cloud technology based HD video monitoring IP camera, first time in India, which is distributed by Fortune Marketing Pvt Ltd. The cloud IP camera is easy to setup with an existing LAN and internet settings, and can be viewed on remote location from iPhone, Android or computer. This camera is specially designed to work without server or NVR.

HD and megapixel cameras: High definition and megapixel resolution security cameras have been in demand and, according to IMS Research, this trend will continue till 2015. Most top manufacturers have already launched or are in the process of launching high definition television (HDTV) cameras. HDTV cameras offer high visual improvement in storage and recording server specifications. In video management application system, these cameras have the ability to handle high resolution streams.

Axis Communications offers Axis M50 series, which it claims to be world’s smallest HDTV camera. The palm sized Axis M5013 and Axis M5014 PTZ, enables discreet, high quality 360° surveillance in HDTV. Axis M11 network cameras are specially designed for easy and discreet day and night surveillance, comprising HDTV quality and the highly efficient H.264 video compression. Shares Sudhindra Holla, country manager, Axis Communications India, “Axis has been able to recognise the requirements of the security industry, and offers products accordingly. These cameras are affordably priced for remote and discreet monitoring of indoor areas.”

Fisheye IP camera: Using fisheye lens, manufacturers are offering 360 security cameras that use megapixel resolution to create a high definition image which enables various modes of digital pan, tilt and zoom options. This camera uses an ultra wide-angle lens that create a wide panoramic or hemispherical image. The fisheye camera achieves extremely wide angles of view covering large area upto 464.52 sq m. Geovision has introduced fisheye cameras that includes 32 channel NVR software licence that can be used with all Geovision cameras as well as with Geovision DVR cards to create a hybrid IP and CCTV camera surveillance system. These cameras are available in indoor and weatherproof outdoor models as well.

Electronics Bazaar, South Asia’s No.1 Electronics B2B magazine

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