Analytics and image signal processing (ISP) algorithms can vary widely, depending on a supplier's area of expertise. “Manufacturers can add customized video analytics or analytics provided by third-party vendors,” Beachler said. “Some also add customized ISP algorithms for network and HDcctv cameras.”
A key area for differentiation lies in the software and GUI, said Darron Ma, Marketing Director at Intersil- Techwell. “Even if the design is 90-percent complete, the perceived quality and value of the product can vary widely, depending on how refined the software is.”
There are system integrators and OEMs who open up DVRs from different manufacturers and see the exact same boards inside, Ma continued. “While most modify the hardware and optimize it to fit their needs by adding or removing blocks to customize functionality, some also take it straight to production.”
JACK-IN-THE-BOX
A reference design kit generally consists of a fully functional unit, software source code, hardware schematics and detailed documentation, Clocher said. “All the necessary hardware and software are included to speed up the development process, allowing manufacturers to focus on tailoring the product according to the targeted end application.”
The software must also be production-worthy, so CODECs for various formats, such as H.264 and MPEG-4, and firmware are all tested for quality and performance, Beachler said. “This leaves the manufacturer with needing only to add its own host application software, GUI and networking software.”
Depending on the level of “readiness” of the reference design, the manufacturer's development and design processes are significantly simplified, Beachler said. “The remaining tasks are generally the following: modifications of hardware to suit specific market needs; manufacture of boards (PCB assembly); design and manufacture of enclosure housings; addition of manufacturer's host application software and interfacing this software with the supplied SDK; and additional value-added software, such as sophisticated networking software or video analytics.”
TURNKEY SOLUTIONS
In most cases, distributors and value-added resellers (VARs) do not have the engineering and manufacturing capabilities to carry a reference design into full production, Beachler said. “Certain reference designs, such as PCIe add-in cards, are easy to take into production if the VAR or distributor uses a good contract manufacturer. Taking a camera or stand-alone DVR reference design into production is more difficult.”
Reference designs are used by manufacturers to embed into complete system products, said John Monti, VP of Marketing and Business Development for Pixim. “They are rarely shared with distributors or VARs who have limited engineering development and manufacturing capabilities.”
Increasingly, smaller companies are turning to turnkey solutions. Previously they were unable to compete with larger companies in terms of DVR manufacturing and development, but can now enter the market and compete without large overheads, Ma said. “They can easily outsource the manufacturing to factories that provide manufacturing services. As a result, most small companies can have a small work force as they do not need to build a huge factory or a huge R&D center.”