Ctring, Daiwon Optical, Dongyang Unitech and Hdpro Share Perspectives of Market Strategies
Hayden Hsu | Date:
We have been fully focused on HD-SDI for the last two years. As one of the first in the world, we are now promoting our 16-channel, 1,080p/720p dynamic DVR, the V7116. Key markets include Japan, the U.S., the U.K. and Germany, where there are still a lot of analog DVR users in the mid- to high-end, small- to mid-scale installations.
Our sales have been doubling over the last two years, and we expect to grow 50 to 60 percent this year. The biggest challenge ahead would be expanding our R&D and technical support teams to cope with the growth.
There are four lens providers in Korea, and we are the No. 1. Most of our products are for surveillance applications; we also have a few models targeting video door phones, intercoms, webcams and cars. Here at the show, we are promoting our 3-megapixel varifocal lens, which is very competitively priced. Compared to 2011, we will grow about 30 percent in sales this year.
As far as lenses are concerned, SDI and megapixel cameras are not that different, but we are selling more IP, nevertheless. Our biggest competition is coming from China, where lens production for analog models is decreasing and megapixel increasing. As 60 percent of our sales are from Korean manufacturers, their mandate to deliver quality and performance is also ours.
For ease of installation, we are promoting the DMS-200SEC PTZ camera that runs on one single coaxial cable, combining video, data and power. This is particularly helpful when the general economy is down and people want to enhance security but cut construction and cabling costs. IP is not our No. 1 priority now, as we have had to resolve some technical issues, such as routers, that were not directly related to our systems or provided by us but affected overall system performance.
We have been doing pretty well in the Middle East, Russia and Poland over the last year, focusing on providing total solutions for projects. So, we work mostly with system integrators and just a select few dealers, to maintain good quality control. This year, we will try to develop and penetrate Asia more, with preconfigured, CMS-like hybrid systems. Our overall sales target is 20-percent growth.
Our strategy is to provide SDI and Effio cameras, with both CMOS and CCD options. Key markets include the U.S., the U.K., Germany and France, and we are looking to grow in South America (specifically, Brazil). Last year, price was the biggest barrier to wider adoption of SDI DVRs, but that is no longer an issue this year.
This year, we will focus on working with and developing existing partners, as well as finding new ones. With our various designs and models, we usually only give out product exclusivity, but not country exclusivity. Estimated sales growth is 30 to 40 percent, to about US$65 million, with roughly 70 percent in OEM orders and 30 percent in our own brand.