Pinetron, Probe, Webgate and WonWoo Engineering Share Viewpoint of Market Strategies
Hayden Hsu | Date:
At Secutech, our newest release is the HD hybrid NVR over coax, PHR-HD1008, that accommodates 8-channel full HD hybrid cameras and 8-channel analog cameras. The hybrid NVR utilizes Intersil's SLOC technology and is easy to set up and use like a DVR, with automatic IP scans and channel allocations. While it only works with Pinetron cameras at the moment, third-party compatibility will be made available later this year. Compared to SDI, the biggest advantage is the transmission distance of 500 meters, without the need for signal repeaters or boosters.
There are still benefits of using analog infrastructure (both hardware and people). Think about the transition from VCRs to DVRs — it took about 20 years! For security, ease of installation and maintenance is everything; it is not easy to retrain all installers and end users. With SLOC, replacement or upgrade projects to HD video are possible, and no expensive rewiring is necessary.
Our biggest challenge is market awareness. With our 13 years of experience and clients all over the world, we will have to build on our partners' and users' trust and spread the word. High-potential markets for us include Brazil, Turkey, Russia and Japan.
Our latest release is the PIB-H2000ATIR outdoor full HD bullet camera, with 2-megapixel resolution, 3x zoom and auto focus.
About 80 to 90 percent of our sales come from IP models, as SDI is picking up very slowly but steadily. With SDI, the biggest installations to date are in Korea, and China is testing it out for possible large, multisite, hybrid (local SDI, remote IP) deployments. But without concrete “endorsements” from big brands like Honeywell and Pelco, it is safe to say that SDI will mostly be for niche applications, in the next five to 10 years, as a temporary, nonmainstream solution in the transition to an IP world.
Our key markets now are the U.S. Brazil and India, where we see a new generation of professionals coming into the scene, driving IP infrastructure and networks. Our biggest challenge is time, which is not on our side, as new products always come out and we need time to push forward educational programs, to familiarize young professionals with new technologies and applications.
WEBGATE (DAEMYUNG ENTERPRISE)
We used to OEM for Honeywell and Samsung; but for the past three years, we have repositioned and rebranded ourselves to be an HDcctv total solution provider. Targeting high-end, niche government, traffic and hotel projects, our solutions are almost the same as analog systems in terms of operation, such as adjustable frame rates and motion detection, but at 6x the resolution. Key reference projects can now be found in Korea, Japan and China, and we are helping existing analog SD partners and customers in the U.S. and Russia to move into HD quickly. We work with system integrators and installers directly, to cut out the middlemen.
For 2012, we expect 70 percent of our sales come from HDcctv products (68 percent in the first quarter), and overall revenue growth is set at 50 percent, mostly expected from enterprises, buildings and hotels.
Our latest release is the SDI camera, with 3 to 20x zoom and auto focus. We are selling more than 4,000 SDI cameras per month now, and with more affordable 4- and 8-channel DVRs, we are very confident in exceeding our sales targets. Large markets now include the U.S., the U.K., Korea, Japan and China. After September, SDI systems will be even more competitive in terms of pricing, and in three years' time, they shall account for 10 percent of the market share.
The biggest selling point to our long-term partners and experienced installers is that it is something new, something that can compete with megapixel image quality, and something that they can handle with ease. They were losing sales and position in the market, and now they can be quickly trained and deliver quality video through the same channels. We are living in a period of fusion and hybrid, where people are moving step by step toward total IP connectivity; SDI is a good fit in this ongoing transition. We are getting good results in the U.K., Turkey, Russia, Brazil and Indonesia, and providing more variety in terms of product offerings will help us grow further. We expect to increase our sales revenue by 28 percent this year.