A&s international apr 2015(trial version) by Messe Frankfurt New Era Business Media Ltd. Taiwan Branch

CMY

Customers who prefer to shop online do so mainly because they can shop 24/7 online and don’t have to travel, according to PricewaterhouseCoopers. Customers who prefer to shop in physical stores do so mainly because they can try the product and buy it immediately, according to PricewaterhouseCoopers.

Consumers are maximizing their time and money by finding products and services that combine multiple needs. Source: Euromonitor

Consumers are maximizing their time and money by finding products and services that combine multiple needs. Source: Euromonitor The year 2015 will see a rise in collaborative consumption and a culture of sharing products and services. Source: Euromonitor

umers are maximizing their time and y by finding products and services that ne multiple needs. Source: Euromonitor

Customers stores do so m product and b

Business Talk

Customers who prefer to shop online do so mainly because they can shop 24/7 online and don’t have to travel, according to PricewaterhouseCoopers.

Apr 2015

Customers who prefer to shop in physical stores do so mainly because they can try the product and buy it immediately, according to PricewaterhouseCoopers.

When It's Time to Go Global

Customers who prefer to shop online do so mainly because they can shop 24/7 online and don’t have to travel, according to PricewaterhouseCoopers.

Consumers are maximizing their time and money by finding products and services that combine multiple needs. Source: Euromonitor

The year 2015 will see a rise in collaborative consumption and a culture of sharing products and services. Source: Euromonitor

Customers who prefer to shop online do so mainly because they can shop 24/7 online and don’t have to travel, according to PricewaterhouseCoopers.

33%

Customers who prefer to shop in physical stores do so mainly because they can try the product and buy it immediately, according to PricewaterhouseCoopers.

ar 2015 will see a rise inare collaborative Consumers maximizing their time and ption and amoney culturebyoffinding sharingproducts products and services that nd services.combine Source:multiple Euromonitor needs. Source: Euromonitor

of US women aged between 18 and 34 would prefer shopping online. Source: BI Intelligence.

Customers who prefer to shop in physical stores do so mainly because they can try the product and buy it immediately, according to PricewaterhouseCoopers.

42%

of money spend online in the U.S. in 2012 was by men. Source: BI Intelligence.

The year 2015 will see a rise in collaborative consumption and a culture of sharing products and services. Source: Euromonitor

33%

The year 2015 will see a rise in collaborative consumption and a culture of sharing products and services. Source: Euromonitor

of US women aged between 18 and 34 would prefer shopping online. Source: BI Intelligence.

Vertical Market

IoT is Here Already, P.52 For Retail 33%

of US women aged between 18 and 34 would prefer shopping online. Source: BI Intelligence.

42%

of money spend online in the U.S. in 2012 was by men. Source: BI Intelligence.

The retail sector is one of the early adopters of the Internet of 33% Things (IoT)42% concept of system and sensor integration to provide better management 33% 42% and business intelligence. So far, theagedmain business cases of US women between 18 and of money spend online in thefor U.S. in IoT technol34 would prefer shopping online. 2012 was by men. Source: BI Source:management BI Intelligence. Intelligence. ogies in retail have been inventory and customer engagement. of US women aged between 18 and 34 would prefer shopping online. Source: BI Intelligence.

33%

of US women aged between 18 and

42%

of money spend online in the U.S. in

34 would prefer shopping online. 2012 was by men. Source: BI Many security companies come toBI Intelligence. Source: Intelligence. the point where selling products in P. their home markets no longer fits their growth strategies. Expanding to overseas markets becomes the natural next step.

BY William Pao

of money spend online in the U.S. in 2012 was by men. Source: BI Intelligence.

BY Israel Gogol, Freelancer

Viewpoint

Recalibrating the Market The security market has been going through a lot of changes. How companies are adapting to these changes may slightly differ, but all have the same goal, which is to survive and flourish. In the following, Keven Marier shares his view on how Milestone and others should recalibrate their strategies to better address customer needs. BY Keven Marier, Director, Large Account Business Development, Milestone Systems

APR 2015 ● www.asmag.com

Special Report

HD-over-Coaxial to See Explosive Growth in 2015

of money sp 2012 wa I

Apr 2015 News Feature

Facial Recognition Gets a Facelift With Wide Adoption Facial recognition is making its presence known through various sectors. Soon enough, we won't remember the days we lived without it.

BY Lisa Hsu

Product Exploration

Fleet Management for Hazardous Materials: Keeping it Safe

BY Israel Gogol, Freelancer

Security on Four Wheels: Dallmeier Equips Mobile Surveillance Vans

BY Dallmeier electronic

Security just where it is needed: Together with the company Securitas, Dallmeier has developed a surveillance concept in which vans have been fitted with the very latest in video security equipment.

SMAHome

All-in-One Camera: One for All According to IHS Technology, over 11 million consumer and DIY network cameras will be shipped worldwide in 2015. User awareness and acceptances of home video monitoring has increased dramatically for the past couples of years.

BY a&s SMAhome

Special Feature

4K: Coming to a Fisheye Near You

APR 2015 ● www.asmag.com

4K resolution created quite the buzz in the latter half of 2014, making 4K cameras the new “it” product in the surveillance industry. BY Eifeh Strom

P. 16

Contents................................P.14

Editor’s Note..........................P.18 Corporate News.....................P.20 Products of the Month...........P.28 Show Calendar.......................P.90 New Products.........................P.92

Companies in This Issue...... P.105

a&s International, published by Messe Frankfurt New Era Business Media Ltd., is a monthly professional publication for channel players in the worldwide electronic security industry since 1997. It updates importers, distributors, OEM/ODM searchers, system integrators and other product purchasers on product sources and identifies developments in CCTV, Digital Surveillance, Access Control, Biometrics, Intrusion Alarm, Intercom/Video Doorphone, Home Automation and other fields relevant to electronic security.

ISSN 1997-6267 中華郵政北台字第1571號執照登記為雜誌交寄 Parson Lee Publisher & Managing Director Joseph Lee General Manager John Shi General Manager Editorial

A Show Changing With Industry Trends t is April again. For the security industry, April is always quite a busy month in the year. Not only is April the last month in the first quarter of the year but also it has a concentration of many major global security shows, such as secutech Taipei and ISC West. At the same time, companies are preparing for the upcoming quarters in order to gain more sales revenue for the year. Many new product launches and corporate announcements will also be released around this time.

APR 2015 ● www.asmag.com

Being a media partner for both exhibitions for years, a&s has also observed the ups and downs of the security industry. The industry experienced a boom from 2001 to 2008. Its growth stood out among the rest of the electronics industry during this period. And, then from 2009 to 2012, the security industry, unfortunately, also fluctuated with the unstable global economy. Not until 2014 did major security markets in the U.S. and Europe start to recover and get back on track. Starting from 2015, the global security industry should follow its regular steps to grow steadily. However, major global OEM partners also made their turns. Taiwanese and Korean companies lost ground to China during the recession. Many experts predict that only a few will remain in the market in the near

future. The Chinese security industry, instead, has greatly transformed to support the global OEM market. Through secutech Taipei, which has promoted Asian manufacturers for years, the industry change has become very obvious.

General Press Jill Lai Editor in Chief Alf Chang Senior Consultant Senior Editor Eifeh Strom Reporter William Pao Lisa Hsu Reporter Prasanth Aby Thomas Reporter Weiting Chen Coordinator

as-pr@newera.messefrankfurt.com jill.lai@newera.messefrankfurt.com alf.chang@newera.messefrankfurt.com eifeh.strom@newera.messefrankfurt.com william.pao@newera.messefrankfurt.com lisa.hsu@newera.messefrankfurt.com prasanth.aby@newera.messefrankfurt.com weiting.chen@newera.messefrankfurt.com

Art Design

Gaven Lee Mao Chang Arthur Wu

Executive Designer Designer Designer

gaven.lee@newera.messefrankfurt.com mao.chang@newera.messefrankfurt.com arthur.wu@newera.messefrankfurt.com

Circulation & Subscription

Michelle Shih

Coordinator

michelle.shih@newera.messefrankfurt.com

Corporate Management

Collins Yuan Thomas Pin Chihung Lee

Group Manager Account Manager IT Manager

collins.yuan@newera.messefrankfurt.com thomas.pin@newera.messefrankfurt.com chihung.lee@newera.messefrankfurt.com

asmag.com

Jerry Wu

Assistant Manager

jerry.wu@newera.messefrankfurt.com

Secutech

In addition, what is worth noticing is secutech Taipei has made an effort to adapt to this trend. We have observed that the show has also gradually changed, from a pure “trade show” to an educational occasion, for the entire Asian or even global security market. It is highlighted with seminars, featuring from semiconductors to solutions, to various security applications in public, commercial, and home sectors, in addition to product demonstrations. Through product demonstrations and testing, visitors can vote for the best video images, which they can actually watch onsite. It is good to see how a security show changes with the industry trends. Right in the end of the first quarter of the year, we also hope to see more security companies transform to keep competitive in the market.

Peggy Wu Echo Lin Eva Tsai

Trade Fair Manager Manager Project Manager

peggy.wu@newera.messefrankfurt.com echo.lin@newera.messefrankfurt.com eva.tsai@newera.messefrankfurt.com

International Advertising

[Headquarters]

Juihui Lin Kay Yang Audrey Fang

Manager Operation Officer Coordinator

juihui.lin@newera.messefrankfurt.com kay.yang@newera.messefrankfurt.com audrey.fang@newera.messefrankfurt.com

[Branches & Representatives]

Bobbie Ferraro Carolina Pattuelli Tenzile Cavus Evris Consolos Muris Hadzic Manish Gandhi Iris Lai Y. C. Suh Takashi Komori Nguyen Thu Ha

USA/Canada Europe (Italy) Europe (Turkey) Europe (U.K.) Southeast Europe India China Korea Japan Vietnam

bobbie@globetrottermedia.com produzione@ethosmedia.it tenzile.cavus@asturkiye.com evris@kemainternational.com management@asadria.com manish@abcindia.biz iris.lai@newera.messefrankfurt.com ycsuh517@naver.com komori@asj-corp.jp project1@vietfair.vn

Messe Frankfurt New Era Business Media Ltd. Taiwan Branch: 2F, No. 8, Lane 360, Sec. 1, Nei-Hu Rd.,Taipei 114, Taiwan Phone/886 2 2659 9080 Fax/886 2 2659 9069 Website/www.mfnewera.com Messe Frankfurt New Era Business Media Ltd., a company formed by Messe Frankfurt (HK) Ltd. and former A&S Group in 2009, is an integrated media service provider in the security industry. Our service covers magazines, Web sites, events and trade shows. The portfolio of a&s magazines includes a&s International, a&s Asia (above published in English), a&s China, a&s Installer, a&s Solution, and a&s Taiwan (above published in Chinese). a&s Turkiye, a&s Adria, a&s Italy, a&s India, a&s Japan and a&s Vietnam are licensed editions. For changes of address or subscription problems, contact us at mfne-circulation@newera.messefrankfurt.com Copyright© 2015 Messe Frankfurt New Era Business Media Ltd. All rights reserved. No part of this magazine may be republished, reprinted or redistributed in any forms, including electronic, without written consent from the publisher.

Advertisers are responsible for their own advertisement content. The publisher is not liable for any legal, image, patent or trademark disputes from advertisements or among advertisers. Legal consultant: Julia S.H. Yu, Attorney at Law, First Law & IP Offices

jill.lai@newera.messefrankfurt.com 18

Corporate News

LaSalle Plaza Installs Avigilon HD Solution to Monitor Building Traffic and Ensure Tenant Safety

VIVOTEK’s Surveillance Solution Fortifies German Hypermarket Edeka Voth

APR 2015 ● www.asmag.com

he Edeka Group is one of Germany’s successful companies, with success attributed to the seamless collaboration between the three levels of the Group — management, wholesale, and retail. Edeka Voth in Lemgo is one branch among several of Edeka’s retailers. Edeka HQ is located in Hamburg, where strategies are formulated to create and maintain smooth IT structures throughout the entire organization. The wholesale level, comprising seven regional wholesale businesses, is to supply top-quality goods to 4,000 subsidiary, self-employed retailers nationwide, and support management in terms of distribution and expansion. The retailers provide not only top-class products, but also friendly and professional customer service. The Edeka Voth management acknowledges that security plays a crucial role influencing the stability and sustainability of operations. From this aspect, Edeka Voth places considerable effort in building an impermeable security infrastructure for protecting consumers and employees. Edeka Voth reviewed its security options in 2013. Secomp, a German-based distributor of VIVOTEK products, is widely known in the industrial, commercial, and institutional sectors for providing quality services in Germany. Therefore, Secomp was commissioned to revamp the security system in Edeka Voth. Following careful planning and cooperation with CNS in Lemgo, a comprehensive solution was designed that encompassed both indoor and outdoor surveillance throughout the entire complex. Twenty-four of VIVOTEK’s cameras were installed throughout the complex.

aSalle Plaza is a 30-story office tower in the heart of Minneapolis’ bustling theater district. A 600,000-square-foot building that spans an entire city block, LaSalle Plaza is home to many businesses as well as retail locations and restaurants that cater to the city’s theater crowd. Connected by a seven-mile long skyway to an apartment building, the YMCA, a theater, and the Target head office, LaSalle Plaza accommodates more than 16,000 people every day; making patron safety and security a challenge. Because the building’s aging analog surveillance system was unable to capture clear image detail, and was difficult to use and costly to maintain, LaSalle Plaza upgraded its entire system to the Avigilon high-definition surveillance system for its exceptional image clarity and advanced management features that improve investigations and respond times to ultimately boost overall security. The building upgraded to a DVR-based system 10 years ago, but sourcing replacement parts was becoming difficult. After receiving bids from three vendors, LaSalle Plaza chose to work with Ecsi, a local provider of security system design, installation, and support, who recommended the Avigilon high-definition surveillance system. The team delivered a solid presentation that was easy to follow and clearly demonstrated the Avigilon advantage. LaSalle Plaza installed 48 Avigilon cameras throughout the building, with the majority monitoring the retail space and Skyway on the first two floors. Avigilon’s cameras monitor the 343-space underground parking garage. Four cameras were installed in the loading dock area, two operators manage the surveillance system using Avigilon’s software and store 45 days of continuous surveillance footage on an Avigilon network video recorder (NVR).

Comelit’s Video Door Entry System Offers Residents Class-Leading Comfort and Security

ertfordshire-based luxury property developers, Heron Lea, asked Comelit to design and supply a system that offered unparalleled functionality and security, complemented by monitors that were sleek, elegant, and in harmony with the high-end décor of the luxury apartments. Specialist electronic fire and security company, Detection Security, working in conjunction with access control distributor, Door Entry Direct, was tasked with the installation and design for the Hammers Lane site using Comelit’s simple and versatile IP system. A total of 72 video monitors were installed and linked to the 23 bespoke entrance panels throughout the eight apartment blocks. These individual buildings were then connected to the existing site-wide LAN to provide simultaneous video and audio conversations between an unlimited numbers of users (including the switchboard operator), without the phone line ever being engaged. The installers benefited greatly from being able to integrate the existing alarm with the door entry system and preconfigure everything off-site, saving both time and money. Finally, using Comelit’s remote app also allows for the integration with third-party home automation systems. This enables the control of services such as lighting, heating and air conditioning and serves to enhance the overall user experience.

Corporate News

Morpho Maestro Speeds Remote ID in Pinellas County Sheriff’s Office

he Pinellas County Sheriff’s Office successfully deployed a MorphoTrak mobile identification solution that allows officers to capture and search fingerprints against state and national FBI databases from any location. The solution, supplied by the US company MorphoTrak, part of the global Morpho (Safran) group of companies, consists of a Morpho Maestro gateway for system communications and 65 cell phone-size MorphoIDent mobile devices for capturing fingerprints in the field. Within the first week of deployment, the mobile system identified an unknown subject as a wanted felony suspect by searching the FBI Repository of Individuals of Special Concern (RISC) database. In addition to criminal apprehension, the mobile system makes immediate identification of lost and deceased individuals possible when no other means of identification are available. MorphoTrak devices give officers the ability to capture high quality fingerprints quickly and intuitively in a small package. The Maestro gateway provides the interface to statewide and national fingerprint databases, and gives the Pinellas County Sheriff’s Office the ability to track and report on device usage and outcomes.

Axis Cameras Help Reduce Crime in Scotland by 50 Percent

APR 2015 ● www.asmag.com

cotland’s Clacksfirst, which manages the Clacksfirst Business Improvement District (BID), was looking for a cost effective security system to help provide a safe and secure business environment for more than 200 firms based in the 10 business parks and industrial estates which are part of Scotland’s first county-wide BID, based in Clackmannanshire, U.K. Clacksfirst received responses to the tender from six firms including IP video integration company and Axis partner Boston Networks. The Axis cameras were configured in day/night mode. By using Raytec lighting units it was possible to capture high quality images of all vehicle number plates at night. This configuration enabled image glare from vehicle lights to be eliminated. Edge-based video motion detection analytics was used inside Axis’ camera to ensure only scenes with vehicle or pedestrian movement were captured and recorded. Milestone’s video management software was used to record, manage and securely distribute video recordings rapidly in case of incidents. Clacksfirst has seen a 50 percent reduction in crime across all business parks in the BID since it began managing them. In addition, the new system delivered return on investment (ROI) in under 12-months from going live. Business owners and their employees in these parks reported feeling more secure, while metal and machinery theft was virtually eliminated.

Mobotix to Protect Specialized Head Office in UK

obotix, a manufacturer of digital high-resolution, network-based video security systems, has released details of a project at Specialized Bicycle Components in the U.K. to secure access to its headquarters, workshop, and showroom, protecting high value engineering tools and concept models. Specialized is one of the most famous cycling brands in the world, with its iconic ‘S’ favored by professional road cyclists and mountain bikers the world over. With headquarters and design teams in California, the company’s UK head office in Chessington includes extensive workshop and engineering expertise as well as a collection of high-end models and concept designs within its showroom. Working closely with Mobotix’s distributor NBM, Switchnet Systems, a leading networking services integrator specializing in the development and support of networking infrastructures and IP video security solutions, undertook a site survey and rapid implementation project over a six-week period. Using the existing local area network with the addition of just a single additional network switch and NAS for archiving video footage, Switchnet Systems installed 11 cameras, providing 13 individual video streams plus a video door station. The system is also integrated with multimedia phones at several places in the building with handsets to allow rapid verification of visitors and remote door opening. The majority of the system comprises of cameras offering a 360-degree all-round view to capture an entire room, a panorama function, and a quad-view to show images from four different angles simultaneously.

Video Streaming Technologies Enhance Better Video Quality Editor’s Note:

It usually costs the video surveillance system a huge amount of bandwidth and storage space if the system doesn’t choose high-performance video streaming technologies. In this issue, a&s introduces four manufacturers that provide unique streaming technologies. With the compatibility of the H.264 compression standard and other camera functions such as WDR and 3DNR, streaming technologies can further ensure the best video quality.

Axis M1124/-E Network Camera

xis M1124/-E are low cost network cameras with features such as Axis’ Zipstream technology, CS mount lens, day/night functionality, WDR — Forensic Capture, and enhanced capabilities for analytics especially suited for retail and other prices sensitive installations, indoors and outdoors. Optimized for video surveillance, Axis’ Zipstream technology is a radically more efficient H.264 implementation, lowering bandwidth and storage requirements by an average 50 percent or more. Axis’ Zipstream technology adds a module inside the video compression engine of the network camera that ensures that important details in the image get enough attention in

the video stream while unnecessary data can be removed. Axis’ Zipstream technology cuts the reduced storage cost by an average of 50 percent or more without costly and complicated integration. • Compatible with H.264 • Analyzes and optimizes video stream in real time • Can be used alongside with other camera technology such as WDR Supplier: Axis Communications URL: www.axis.com

VIVOTEK IB8367-R Bullet Network Camera

IVOTEK IB8367-R is a stylish, bullet-style network camera designed for diverse outdoor applications. Equipped with a 2-megapixel sensor enabling viewing resolution of 1,920 x 1,080 at a smooth 30 fps, the IB8367-R is an all-in-one outdoor camera capable of capturing high quality and high resolution, especially in low light environments. In addition to applying VIVOTEK’s notable bandwidth solution in Smart Stream and 3DNR, the IB8367-R is designed with smart focus system to assist focus adjustment more efficiently. VIVOTEK’s Smart Stream is fully compatible with the H.264 standard and requires no further playback integration. Without

further integration, any browsers (with plug-in) or surveillance software/NVR can connect to a Smart Stream and start using it. • 2-megapixel CMOS sensor • 30 fps at 1,920 x 1,080 • 2.8 ~ 12 mm vari-focal, P-iris lens • Removable IR-cut filter for day/night function • Built-in IR illuminators, effective up to 30 meters • WDR enhancement for excellent visibility in extremely bright and dark environments Supplier: VIVOTEK URL: www.vivotek.com

Bosch DINION IP imager 9000 HD Camera

he DINION IP imager 9000 HD is a rugged, active infrared surveillance camera designed for fence line or perimeter surveillance and other outdoor low-light applications. The camera provides up to 120 meters (394 feet) of classification level imaging and 33 meters (108 feet) of recognition level imaging in darkness. Designed for critical infrastructure applications, the rugged infrared imager consistently delivers high quality 1080p HD images at 30 fps in any lighting conditions. The camera uses intelligent dynamic noise reduction which actively analyzes the contents of a scene and reduces noise artifacts accordingly. The low-noise image and the efficient H.264 compression technology provide clear images

while reducing bandwidth and storage by up to 50 percent compared to other H.264 cameras. This results in reducedbandwidth streams that still retain a high image quality and smooth motion. The camera provides the most usable image possible by cleverly optimizing the detail-to-bandwidth ratio. • Active infrared 1080p 30 HD camera specifically designed for 24-hour perimeter surveillance • All-weather, vandal-proof design for reliable long-term performance • Embedded intelligent video analysis firmware transforms camera into automated detector Supplier: Bosch Security Systems URL: www.boschsecurity.com

APR 2015 ● www.asmag.com

Hikvision DS-2CD4065F-A Network Box Camera

ikvision ultra-high-resolution DS-2CD4065F-A network box camera boasts a large 6-megapixel sensor that delivers razor-sharp 3,072 x 2,048 images at 25 fps. This model is capable of delivering real-time full HD 1080p video streams at 60 fps, and sustaining up to 20 concurrent live-view channels. Of particular note is the Smart Codec using H.264+ encoding algorithm. The H.264+ Smart Codec excels in analytic compression, which means it identifies moving objects and static background in a scene. It helps to optimize encoding by improving codec for extracted moving objects, and decreasing

codec for static background. This greatly balances the overall bit rate whilst saving bandwidth and minimizing the system’s storage requirements. • Smart codec — H.264+ video compression • Up to 3,072 x 2,048 resolution • Super digital WDR • Auto back focus • Smart face detection Supplier: Hikvision Digital Technology URL: www.hikvision.com

Facial Recognition Gets a Facelift With Wide Adoption Facial recognition has taken the world by storm — making its presence known through various sectors, enhancing security, services, and sales. Soon enough, as more and more applications of the technology become entwined in our lives, we won’t remember the days we lived without it. BY Lisa Hsu

acial recognition has one of the highest growth and adoption rates in biometric technology, and is estimated to grow from US$1.9 billion in 2013 to $6.5 billion in 2018. It holds the second highest market share in biometric technology, accounting for 29.8 percent, with fingerprint recognition at 34.9 percent. Compared to other biometric technologies, facial recognition is by far the most convenient — unlike fingerprint scanning, it is contactless, and is not as intrusive at iris recognition. As development for facial recognition continues to mature and grow in creative ways, it won’t be too long before facial recognition closes the gap between fingerprint scanning and becomes the highest adopted biometric technology.

Common Applications for Security Facial recognition is commonly used for security purposes, such as access control, people counting, and detecting suspicious persons. The Department of Homeland Security in the U.S. announced that Customs and Border Protection (CBP) has started its “1:1 Facial Recognition Air

Entry Pilot” program to allow CBP officers to use facial recognition to help verify identities of US electronic passport holders at airports. By taking a picture of the passport holder, and comparing it with the passport photo, CBP officers can effectively catch imposters using valid US travel documents. Recent advancements in the technology is poised to significantly improve automated bag drops at airports. Airports are gradually beginning to install automated border clearance machines that authorize a passport’s validity while facial recognition verifies the passenger’s identity, which in turn automates the bag drop process. Australian bag drop technology company ICM Airport Technics has implemented bag drop systems across six major airports in Australia, with another 20 installed at Paris’ Charles de Gaulle airport. Furthermore, underage drinkers can now be identified using facial recognition technology. A supermarket chain has started using facial recognition cameras to prevent staff from selling alcohol to minors. The system has customers’ pictures stored in their database and alerts cashiers if it recognizes someone who has previously been unable to prove he or she is 18.

APR 2015 ● www.asmag.com

Beyond Security

Compared to other biometric technologies, facial recognition is by far the most convenient — unlike fingerprint scanning, it is contactless, and not as intrusive as iris recognition.

As awareness for biometrics rises, and consumers see the potential and ease facial recognition entails, the technology is ready to penetrate into mainstream commercial applications. While the majority of revenues are currently made

from government contracts, ABI Research predicts that increased consumer acceptance of biometric modalities will see consumer and enterprise segments overtake government spending by 2018. The Ontario Lottery and Gaming Corporation recently installed facial recognition technology at its slot machines to detect problem gamblers by matching gamers’ faces with faces of self-proclaimed problem gamblers. Hotels also use facial recognition so the concierge can remember customers’ names to greet them accordingly. In the retail sector, Toshiba has revealed a solution that simultaneously scans a shopper’s face and all their items at checkout, potentially reducing transaction time to mere seconds and shortening the checkout queue. The camera identifies all of the items simultaneously, reducing item recognition time, compared to scanning items manually or using automated systems which scan

items serially. The Object Recognition Scanner reads the items without the use of barcodes, instead processing items based on colors and patterns, which enables it to differentiate between two similar products, such as two types of apples. Using facial recognition to identify the customer adds loyalty, payment, and receipt information to the transaction. The whole process will reduce up to 90 percent of checkout time.

The Mobile Era Facial recognition’s next big step is to penetrate the mobile market, which has great business potential. As people become more concerned about their privacy and security issues on their phones and computers, facial recognition is gradually introduced into these devices to create a tighter measure of security as well as an easier way of access. Hackers won’t be able to access the phone without the user’s face, and there is no risk of anyone seeing a password being entered. Alibaba presented a solution for mobile payments using facial recognition — “Smile To Pay” — which enabled users to make mobile payments by simply scanning their face. For people who have security concerns when purchasing online, or forget their password and don’t want to go through the hassling process of retrieving it, facial recognition is a great alternative. Sionic Mobile has also announced that they have partnered with AuthenticID to integrate its facial recognition system into their consumer apps. The technology will protect consumers using facial recognition for identity authentication during account setup.

28-30 April 2015 Booth No. 3408

Recalibrating the Market

APR 2015 ● www.asmag.com

The security market has been going through a lot of changes. How companies are adapting to these changes may slightly differ, but all have the same goal, which is to survive and flourish. In the following, Keven Marier shares his view on how Milestone and others should recalibrate their strategies to better address customer needs.

BY Keven Marier, Director, Large Account Business Development, Milestone Systems

ithout a doubt, the networkbased physical security industry has matured rapidly over the past few years. As the technology and other components of security solutions have advanced, so too have the customer’s expectations. Security solution companies must evolve in order to meet these new expectations. This requires an understanding of both the technology and the customers’ motivators, issues and hot buttons. Arriving at that understanding requires taking a step back to look at entire solutions. As video management software (VMS) has become more sophisticated, so have the accompanying hardware components. Proof of this is everywhere. Camera technology can now provide much higher levels of detail due to greater capabilities with megapixel and HD. Another example is today’s IP access control software, which offers customers a more flexible way to manage their facilities. Innovative monitoring tools can recognize security equipment that needs repairs before malfunctions become expensive or fail completely.

A New Approach In 2012, Milestone recognized that these changes were significant enough to warrant a new go-to-market approach. Rather than making changes gradually, the company incorporated the new market realities into the creation of three new business units. Each business

unit would specialize in developing new hardware, software, and related services to meet the accelerating pace of changing customer security solution requirements. In order to effectively address all customer segments, Milestone left behind the old physical security market’s segmentation model, which was based on the number of cameras installed per site. Instead, as the graphics below illustrate, the company began to determine customer needs based on whether deployments are needed at one or many sites and whether security/surveillance needs are low or high complexity. National retail chains and utility companies provide an excellent example of this new perspective on assessing customer needs. Each small retail shop may only need one or two cameras for monitoring, but there may be hundreds if not thousands of locations across geographies. An electrical utility installation, on the other hand, may be housed on a single site but have security needs that are

highly complex and critical. How can a single solution accommodate customers with such different needs? Simply put, it cannot. Such varying needs require a diverse portfolio of solutions to provide the features and capabilities appropriate for each type of organization.

Figure 1: Old pyramid with number of cams and new matrix with low/ high criteria

Early Adopters and Pragmatists One of the factors driving change in the network-based physical security industry is a change in the buyer’s tolerance and acceptance of technological risks. There is a very specific type of person who is willing take the necessary risks often associated with using new technology. Known as the “early adopter” in Geoffrey A. Moore’s landmark book, Crossing the Chasm, the individuals who purchased early networkbased security products were risk takers, agents of change, and visionaries. The early adopters tended to place comparatively small orders and, perhaps most importantly, sought out specialized integrators for advice and assistance. After a decade-long, continuous improvement of technology, the adoption risks have been reduced. Evidenced by the firmly entrenched acceptance and usage of networked-based physical security solutions, this transformation has enabled the more risk-averse pragmatist customer, or, in the parlance of Moore, the “early majority customer,” to start the security technology adoption lifecycle. It’s important to understand that early majority customers comprise 33 percent of the overall market. As of 2014, this group has only just begun adopting networked security. This customer segment is considered “the next big wave.” There are several assumptions that can be made when determining how to best approach a buyer who fits into this segment, including: • The early majority customer, fully aware of the evolution of the industry, expects the technology to be more advanced to address more complex needs. • The early majority customer is not looking to invest in stand-alone components but in an overall platform solution. • The early majority customer prioritizes the technology’s functionality and operational effectiveness. Most significantly, this new early majority customer is not interested in investments that are anything less than rock solid. There are several ways to make sure the customer has confidence in the portfolio he’s investing in. The simplest way is to ensure that each and every component has customer and technical “reference-ability.”

Recalibration and Best Practices The emergence of the “early majority customer” — a pragmatist — and the maturation of the network-based physical security industry are fundamental changes. The combination of these market changes requires not only a new approach to solutions but also for a much more pragmatic way of servicing customers. In a word, the transformations in our industry call for a recalibration.

Figure 2: Professional/advanced cross sectors

Figure 3: Hump graphic with text

Keven Marier, Director, Large Account Business Development, Milestone Systems

While the process of recalibration is different for each organization, there are a few tried-and-true general guidelines. Applying these best practices is critical to correctly identifying how to most effectively reach today’s customers. First, introduce risk-mitigation tactics. These can include guarantees of operational readiness evidenced by real system proof-of-concept, pilots, and rollouts. Offer a portfolio of hardware, software, and services to address every need within the new segmented market model, as shown in the matrix illustration above, which speaks directly to the needs of the early majority customer. These customers expect manufacturers to address high or low complexity needs and scale within a project, rather than just size and scope.

APR 2015 â&#x2014;? www.asmag.com

Hazardous material transportation management has unique constraints in terms of regulation and the dangers involved. Any compromise in the shipping of hazardous materials is dangerous to drivers as well as other people in nearby communities. a&s looks into some of the specific characteristics of fleet management tools used for hazardous materials transportation.

BY Israel Gogol, Freelancer

n recent years, fleet management systems have become ubiquitous. Hosted fleet management services that use cloud services to track, store, and report findings have made these systems available for small businesses running a few vehicles, all the way up to large scale logistics companies. These systems offer several advantages to the fleet manager, namely: improved tracking and planning, increased vehicle utilization, increased efficiency, and driving habit monitoring. Fleet management systems usually offer vehicle tracking, most commonly by GPS. This allows a company to know where its vehicles are, plan routes and responses in the event of delays or emergencies, and recover vehicles in the event of theft. In addition to tracking the vehicle, fleet management systems are responsible for increasing efficiency and ROI for the company. By tracking different telematics and vehicle behavior, fleet management systems can help ensure the vehicle is well maintained, safe, and road worthy. The systems monitor engine hours, mileage, tire pressure, etc., allowing companies to preschedule maintenance and reduce the risk of a vehicle breakdown. Monitoring travel and stop times, speed, and driving habits (e.g., fast accelerations or hard breaks) are additional information collected and analyzed by fleet management systems. Monitoring speed,

Jack Falkner, President & CEO, Falken Secure Networks Cosimo Malesci, VP Sales and Marketing, Fluidmesh Networks Boyd Stephenson, Director, Hazardous Materials Policy, American Trucking Association

brakes and accelerations, and idle time can all help reduce fuel costs by keeping the vehicles at fuel efficient speeds and making sure they are on the move and not standing in one place.

Stringent Regulations on Hazmat Transportation The US Department of Transportation defines hazardous materials as belonging to one of nine hazard classes: explosives, gases, flammable liquids, flammable solids, oxidizers and organic peroxides, toxic materials and infectious substances, radioactive materials, corrosive materials, and other dangerous goods. Another feature of hazardous material transportation is that they are present in almost all stages of the supply chain; as a raw material being shipped to factories or refineries, and also as a waste product that

Security on Four Wheels:

Dallmeier Equips Mobile Surveillance Vans Security just where it is needed: Together with the company Securitas, Dallmeier has developed a surveillance concept in which vans have been fitted with the very latest in video security equipment. Many of these versatile video surveillance vans are already on the roads throughout the U.K. and Ireland, in the service of retailer Marks & Spencer, as well as other operators.

BY Dallmeier electronic

Each surveillance van is equipped with four high definition dome cameras, which are mounted on the four sides of the van.

APR 2015 ● www.asmag.com

he deterrent effect of video surveillance is indisputable — many potential offenders are discouraged by a clearly visible video system, so illegal activities can often be prevented before they are even committed. If an incident should take place, however, video surveillance systems can be used to provide an accurate reconstruction of the sequence of events and to identify the individuals involved. But suitable mounting sites are not always available at the locations where video systems are needed. Or it is not worthwhile to set up a permanent installation because the need for heightened security only exists at certain times. Now there is a perfect solution for precisely these situations: surveillance vans. These vans can be deployed flexibly for use at precisely the time and place where they are needed. Dallmeier and Securitas have developed and successfully implemented this concept together.

Flexible Surveillance Unit Each surveillance van is equipped with four high definition dome cameras, which are mounted on the four sides of the van. The vehicles also carry a mobile PTZ camera mounted on a hydraulic mast that can be extended to a height of 15 meters.

Surveillance vans can be deployed flexibly for use at precisely the time and place where they are needed.

The PTZ camera is equipped with a 20x optical zoom, enabling more distant objects to be observed in detail as well. The images from the cameras are recorded on the VideoNetBox, which is built into the van with minimum space requirement. The PTZ cameras can be controlled via a laptop running management software from Dallmeier, which also allows live images and recordings to be analyzed conveniently inside the van itself. Remote analysis can also be carried out from anywhere in the U.K. or Ireland via a 3G network. Sequences of interest can also be downloaded remotely. In this respect, the PRemote-HD function — a routine developed by Dallmeier, with which HDTV streams can be displayed even with low bandwidths — is very useful. The capability of analyzing via iPhone or iPad, made possible by the “Dallmeier

Mobile Video Centerâ&#x20AC;? iPhone app, affords even greater mobility and flexibility. Special transcoding is used to optimize the image data for the iPhone and at the same time ensure a high frame rate. The app includes the intuitive operation typical for iPhones, including multitouch zoom. The individual cameras are displayed in a list with preview images for maximum viewing efficiency.

Ingenious Concept The surveillance vans stand ready to be deployed anywhere in the U.K. within 12 hours. And it is not only the video equipment that is state-of-the-art; the van itself is a masterpiece of design engineering. If anyone approaches the van, an alert is sent automatically to a control centre, so the security personnel immediately receives a general view of the situation and can call a watchman on site if necessary. Even the question of power supply has been solved inventively: The battery has a service life of five days, so the van is particularly well suited for use in locations where an external power supply is not available. The battery begins recharging automatically as soon as the vehicleâ&#x20AC;&#x2122;s engine is switched on. Of course, it can be charged with normal mains power as well.

Surveillance vans also carry a mobile PTZ camera mounted on a hydraulic mast that can be extended to a height of 15 meters.

IoT Retail

Customers who prefer to shop online do so mainly because they can shop 24/7 online and don’t have to travel, according to PricewaterhouseCoopers.

The retail sector is one of the early adopters of the Internet of Things (IoT) concept of system and sensor integration to provide better management and business intelligence. So far, the main business cases for IoT technologies in retail have been inventory management and customer engagement. a&s spoke with several industry players to hear about current applications and future path for IoT in retail. Customers who prefer to shop in physical stores do so mainly because they can try the product and buy it immediately, according to PricewaterhouseCoopers.

BY Israel Gogol, Freelancer

APR 2015 ● www.asmag.com

33%

of US women aged between 18 and 34 would prefer shopping online. Source: BI Intelligence.

42%

of money spent online in the U.S. in 2012 was by men. Source: BI Intelligence.

33%

of US women aged between 18 and 34 would prefer shopping online. Source: BI Intelligence.

42%

of money spent online in the U.S. in 2012 was by men. Source: BI Intelligence.

ne of the sectors that stand to is PoS systems. The PoS system produces a wealth of data, both product benefit the most from the Internet and shopper, which then flow into analytics platforms to get analyzed and, of Things (IoT) is retail. In past eventually, acted upon,” he added. years brick-and-mortar stores IoT implementations are gaining pace and spanning across different have been fighting a fierce battle platforms. “We are only limited by imagination,” said Scott Thomas, Global with online retailers. One of the Director of Business Development for Retail & Banking at Genetec, “In a few great benefits e-commerce gives consumers is an years you will be able to walk up to a kiosk in a store and type in a product enormous amount of available information. With a click name, the kiosk will tell you where the item is and even show you a feed of a button the consumer can learn everything they from a camera where the item is on the shelf, a mobile app can direct you to want to know about the features, price, and availability the item within the store or order it for you if it’s not there.” of a product. Adoption of IoT concepts in retail can help Another possible use-case is multifactor authentication to enhance brick-and-mortar stores recover some of the lost sales by security. “Facial and voice recognition can be used to identify clients for Consumers are maximizing their time and money by finding products and services that combinethe multipleinformation needs. Source: Euromonitorthey have in the store for an leveraging additional payment security. Another example is using the shopper’s cell improved shopping experience. “IoT includes everything. phone to verify they are indeed at the location of purchase. If somebody Each and every device, all the things in a store, can or is trying to make a purchase but their cell phone is located elsewhere this will produce data, and that data will be used to better could raise a flag to the store attendant to double check the transaction,” manage the store,” explained George Shaw, Head ofConsumers are maximizing described Jerry their time andHwang, Senior Strategy Manager at Toshiba Global money by findingCommerce products and services that R&D at RetailNext. “An obvious example of this currently Solutions. combine multiple needs. Source: Euromonitor Customers who prefer to shop online do so mainly because they can shop 24/7 online and don’t have to travel, according to PricewaterhouseCoopers.

Customers who prefer to shop in physical stores do so mainly because they can try the product and buy it immediately, according to PricewaterhouseCoopers.

The year 2015 will see a rise in collaborative consumption and a culture of sharing products and services. Source: Euromonitor

Customers who prefer to shop online do so mainly because they can shop 24/7 online and don’t have to travel, according to PricewaterhouseCoopers.

shop online do so shop 24/7 online and ding to

Customers who prefer to shop in physical stores do so mainly because they can try the product and buy it immediately, according to PricewaterhouseCoopers.

Consumers are maximizing their time and money by finding products and services that combine multiple needs. Source: Euromonitor

The year 2015 will see a rise in collaborative consumption and a culture of sharing products and services. Source: Euromonitor

IP Cameras as IoT Devices The introduction of IoT devices in retail is an evolving process. “It’s not a cliff, where we all of a sudden have IoT,” said Shaw, “more and more devices are getting data-enabled and added to the data ecosystem all the time and we will continue to see it grow at an increasing rate of deployment.” In this sense, IP cameras are already IoT enabled devices and can provide “more than security” in terms of insights and business intelligence. Today network 33% 42% of US women aged between 18 andmany of money spent online in the U.S. in cameras can be integrated with other 34 would prefer shopping online. 2012 was by men. Source: BI BI Intelligence. systems and provideSource: more than just loss Intelligence. prevention and security, and also provide business intelligence and marketing insights. “The use of surveillance cameras is expanding from their traditional role in security to business applications. A surveillance system combined with intelligent video content analysis can be a tool to improve the business efficiency. Retail stores can make good use of video footage captured by cameras for further content analysis. From this footage, retail store’s management can recognize customers when they step into the store, count the time that a shopper spends in front of a

4K: Coming to a Fisheye Near You 4K resolution created quite the buzz in the latter half of 2014, making 4K cameras the new “it” product in the surveillance industry. Now, manufacturers are applying 4K to fisheye cameras with the hope that 4K can bring a new clarity to the fisheye view. By Eifeh Strom

isheye cameras have been touted in the surveillance industry as a way to save money while gaining a 360-degree view for a while now. One fisheye camera could theoretically replace multiple fixed surveillance cameras, as one fisheye camera mounted in the correct place could fit an entire 360-degree scene into a single view. But there is a catch — distortion at the edge of the image and the need for good dewarping software has limited their adoption and application scope. However, that does not mean that fisheye cameras do not have their market. Retail, gaming, transportation, and banking are among those that have been able to put fisheye cameras to good use. At the same time, it seems as though something bigger needed to happen before fisheye cameras could see wider application. Could 4K resolution be that answer? With the introduction of the H.265 compression format into the security industry last year, along with the increased interest in 4K resolution and increasing amount of

complementary 4K components, fisheye camera manufacturers are starting to play with the idea of 4K fisheye cameras. So, now the question is, what can 4K resolution actually do for fisheye cameras?

Is the Solution in the Resolution? One of the biggest setbacks fisheye cameras have faced in terms of wide adoption is image distortion at the edges. Fisheye lenses are

How H.265 Will Help APR 2015 ● www.asmag.com

There has been a lot of talk about how H.265 will benefit 4K technology in the video surveillance sector, namely due to the high bandwidth necessary for 4K. And, when talking about 4K fisheye cameras, there is no difference. “The next-generation compression format, H.265, is highly recommended consid-

ering its outstanding and significant compression technology. It is designed to produce the same image quality as H.264, but consume half the bandwidth and storage,” said William Ku, VP of the Brand Business Division at VIVOTEK. While the benefits of H.265 are plenty when it comes to 4K, pervasive adoption

in the security industry will take time. Some experts believe that the smart home market and consumer electronics are where H.265 will first see more uses. Not until H.265 becomes more widely used in these areas will it see more rapid adoption in the security surveillance realm.

circular and do not use all the pixels on an image sensor. It projects a circular footprint and has a constant or linear distortion from the center to the edge, causing objects closer to the lens to look bigger and those farther away to appear smaller. This phenomenon could result in lower image quality at the edges, which could be worsened during dewarping. Over time, lower image quality has been fixed with megapixel fisheye cameras, but still, distortion is an issue. “The unique part of a fisheye camera is the wide angle view,” said William Ku, VP of the Brand Business Division at VIVOTEK. “A fisheye camera can capture the entirety of a wide-open space like airports, shopping malls, parking lots, retail stores, and offices. With the adoption of 4K resolution, fisheye network cameras are able to deliver clearer, more precise and more detailed images of objects, events, and activities of those wide open spaces, providing comprehensive and explicit surveillance.” In fact, many manufacturers expressed a similar opinion: better resolution and clarity brought on by 4K resolution could present a possible fix to previous problems of lower image quality and lack of detail. “Compared to traditional fixed cameras, the main issue of fisheye cameras still remains at the detailed resolution, that is to say its resolution in each unit pixel is relatively low. By applying 4K technology to a fisheye camera, both overall and detailed resolution will be significantly improved. In this way, one fisheye camera replacing several HD IP cameras will be available,” said Adler Wu, Product Marketing Manager at Hikvision Digital Technology. Steve Proctor, UK Head of Security Solutions for Panasonic Systems Communication Company Europe

Thomas Carnevale, CEO, Sentry360 Jumbi Edulbehram, Regional President, Americas, Oncam Riki Nishimura, GM, Visual Security Solutions, Professional Solutions Company, APAC, Sony Electronics Peter Pan, Product Manager, Dahua Technology Steve Proctor, UK Head, Security Solutions, Panasonic Systems Communication Company Europe Adler Wu, Product Marketing Manager, Hikvision Digital Technology

Fisheye cameras can provide a 360-degree view of a scene; however, distortion at the edges of the image can be a problem. 4K resolution could help solve this issue by bringing greater clarity to images. Image source: Wikicommons.

explained, “A key problem with conventional fisheye cameras is that because the camera covers such a wide area, the edges of the image can become distorted, in some cases leading to unusable footage depending on the lighting conditions. 4K means clarity across the 360-degree image. When coupled with a powerful sensor, this can make an ideal surveillance solution.” Jumbi Edulbehram, Regional President of the Americas at Oncam further explained, “The main benefit that 4K cameras have is increased resolution. The increase in resolution is especially important for 360-degree fisheye cameras because one of the drawbacks of such cameras is fewer ‘pixels on target’ since the available pixels are spread over a larger area compared to narrow field-of-view cameras.” He added, “The higher pixel density greatly enhances the overall usefulness of 360-degree fisheye cameras by directly addressing this inherent limitation; users can now get both total situational awareness as well as adequate resolution for identification.” Additionally, 4K resolution and higher will allow for fisheye cameras to replace not only multiple fixed field-of-view cameras, but also PTZs, Edulbehram suggested. “Compared to PTZs, fisheye cameras have a major advantage: Even though the operator may be zoomed into one part of the image while viewing live, the whole 360-degree image is stored, so they can go back into the image and see what was going on anywhere in it. With PTZs, on the video that’s being viewed is stored, so everything else is missed.” However, it isn’t all about resolution. Other factors such as software compatibility and usability play into whether fisheye cameras will see more widespread use. A well-thought-out design to account for varying lighting and weather conditions, in addition to true partnership with third-party VMS companies with direct integrations of 360-degree dewarping SDKs, is also integral to the success of 4K fisheye cameras, according to Thomas Carnevale, CEO and founder of Sentry360. “Just because a manufacturer comes out with a higher resolution fisheye camera it doesn’t account for usability within third-party VMS ecosystems. It’s not all about increased resolution

HD-OVER-COAX See Explosive Gr

The surveillance industry is moving towards HD, which offers better picture quality for monitoring and investigative purposes. For standard analog users, upgrading to HD does not necessarily entail a migration to IP. Rather, they can rely on HD-over-coaxial, which utilizes users’ existing cable infrastructure and presents an ideal alternative. Right now, five primary HD-over-coaxial technologies exist, namely HDCVI, HDTVI, AHD, ccHDtv, and Ex-SDI. This article focuses mainly on HDCVI, HDTVI, and AHD and discusses what device vendors think about each technology and its potential in the market. BY William Pao

APR 2015 ● www.asmag.com

igh-definition surveillance, which offers superior picture quality over standard definition, has become a trend and is demanded by more and more users. For those looking for HD, they probably think of IP, which entails the setup of network cameras, NVRs, and Ethernet cables. Indeed, IP may be more suitable for new projects. But for traditional analog players, switching to IP may not be a viable option due to the overwhelming cost of

a complete overhaul. HD-over-coaxial, a technology that takes advantage of the user’s existing coaxial cable, has thus become an ideal solution. In fact, experts are optimistic about the potential of HD-over-coaxial, as analog surveillance still accounts for a huge share of the market at about 50 to 60 percent. Most of these players are demanding HD, which gives better picture quality for monitoring, documentation, and analytic purposes. “Analog users do have the need to upgrade,” said Benson Hsu, PM at GKB. “Many people said earlier that IP would replace analog. But based on our observation, analog is something that cannot be replaced, especially now that more advanced technology is available.” Demand for HD has helped drive the growth of HD-over-coaxial, with

IAL TO

owth in 2015 shipments of HD-over-coaxial products from Asian manufacturers rising significantly in the second half of 2014. According to IHS, shipments of HD-over-coaxial cameras are projected to have hit over 4 million units in 2014, climbing from just 1 million in 2013. And most experts agree that growth will be even more explosive this year. “The worldwide retail market value of HD-over-coaxial surpassed US$1 billion in 2014, and the number in 2015 is expected to be larger than that,” said Danny Tang, VP of Shany. In fact, HD-over-coaxial may very well completely replace traditional analog in the near future due to the following reasons: • Seamless integration with traditional analog; • Ease of installation; • Leak of sensitive video data not a concern; • Attractive prices.

“The narrowing of the price gap between traditional analog and HD-overcoaxial may lead to a replacement cycle within the next one to two years, and traditional analog surveillance will be replaced by HD analog solutions,” said Duncan Chou, CEO of Altasec.

Ease of Installation Ease of installation is a major benefit of HD-over-coaxial, which is deployed in the same way as traditional analog systems. More importantly, it utilizes users’ existing cable infrastructure, allowing

When It’s Time to Go Global All companies, including those in security, come to the point where selling products in their home markets no longer fits their growth strategies. Expanding to overseas markets, therefore, becomes the natural next step. This article explores security companies’ experience in global expansion — what prompted them to do it, what methods they took, and ultimately how they overcame the challenges and issues along the way. BY William Pao

n the face of globalization, it’s natural for companies to expand from their home markets to overseas regions to gain more customers and increase revenue. In the first half of 2014 alone, total world exports in goods and services hit US$10.4 trillion, according to statistics from the Organization for Economic Cooperation and Development. Security companies are no different as they take their business overseas to boost their international presence. “Global expansion fits really well with our objectives and strategy since the company, though relatively small, is very global,” said Jumbi Edulbehram, Regional President of the Americas at Oncam. “One of the company’s key objectives from day one was to make the products available in a wide range of geographies.” APR 2015 ● www.asmag.com

Reasons for Expansion Benefits of global expansion are manifold, ranging from gaining access to a larger talent pool to making production more efficient. But one key advantage cited by businesses is to achieve higher revenue and profits, especially in countries whose economies are on the rise. “For years, sales generated from the US, Europe, and MEA markets have made significant contributions to our overall revenue. These regions play pivotal roles for our growth,” said William

Ku, VP of the Brand Business Division at the Taiwan-based VIVOTEK. Another reason for companies to expand outward is to boost their international presence and gain more global market share. “In the face of a demand slowdown in China, we attach greater importance to demands from overseas markets,” said Tim Shen, Marketing Director at Dahua Technology. “According to a video surveillance report by IHS, Dahua’s global market share is about 6 to 7 percent, which has a significant room for growth.”

Where to Go In selecting which countries to expand into, companies usually have several things to consider. But one of the most important factors is whether the market’s growth prospects are big enough to guarantee a return on investment. Paxton Access, based in the U.K., comments on its decision to enter Germany and the Middle East. “Germany and the Middle East were selected due to their market potential. Both have strong economies and are making significant investment in building and infrastructure. Qatar, for example, will be

hosting the World Cup in 2022, and Germany has the largest security market in Europe,” said Gareth O’Hara, MD at the company. Bricomp International, based in Singapore, has expanded into Malaysia and Indonesia. “(In terms of ) market size, they are at least five times bigger than Singapore,” said Leonard Tye, Business Development Director of Bricomp International. “Malaysia and Indonesia are very important geographic markets for our growth. Due to each market’s size and opportunities, the potential upside for sustainable growth is enormous.” Strong demands for security products and solutions in a particular region may also motivate companies to expand. That’s one of the reasons Korea-based IDIS has made inroads into Europe. “In countries where we’re seeing economic recovery, there is a growing appetite to upgrade to next-generation surveillance technology for them to better mitigate risk. As a result, we’re seeing a month-on-month increase in demand for networked

Companies in This Issue Products of the Month • AXIS COMMUNICATIONS • bosch security systems • HIKVISION DIGITAL TECHNOLOGY • VIVOTEK Special Report • ALTASEC • 4NSYS • AVTECH • DAHUA TECHNOLOGY • GKB • HANBANG TECHNOLOGY • HIKVISION DIGITAL TECHNOLOGY • ICATCH • ITE • Shany

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CHINA

export@fujica.com.cn

GIGA-TMS INC.

RFID MODULE / LOCK / READER

TAIWAN

promag@gigatms.com.tw

SIEMENS

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SWITZERLAND

SOCA TECHNOLOGY CO., LTD.

RFID/LOCK/READER

TAIWAN

sales@socatech.com

SUPREMA INC.

FINGERPRINT

KOREA

sales@supremainc.com

UWC ELECTRIC (M) SDN. BHD.

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MALAYSIA

sales@uwcelectric.com

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OTHERS PAGE NO. ADVERTISER MAJOR ITEM COUNTRY E-MAIL 57 ICPDAS CO., LTD. BUILDING AUTOMATION SOLUTIONS TAIWAN info@icpdas.com 87 LANTECH COMMUNICATIONS GLOBAL, INC. ETHERNET (POE) SWITCH / MEDIA CONVERTER TAIWAN info@lantechcom.tw 12, 13 SONY CORPORATION DSBG. SYSTEM LSI DIVISION SEMICONDUCTOR JAPAN Advertisers are responsible for their own advertisement content. The publisher is not liable for any legal, patent or trademark disputes from advertisements or among advertisers.

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