How to Sell an IP Systempicking the right solution to get the job done

Ryan Champagne© 2010

Agenda

• Introduction to IP Advantages• Finding the Customer’s “HOT”

button– Quality– Remote viewing– Multiple recording– Ease of playback– OS compatibility

• WOW! Factor– Showing MP cameras– Installation advantages– Upgradability

Agenda

• Internal Thoughts• Collecting Information for the

Project– What to see– What to ask– What to note

• Products– Cameras– Software– NVRs– Network equipment– Storage

• System design Scenarios

Where Do I Start?

• With IP, a number of options are available to suit just about any situation

• Unfortunately, this also adds to the complexity of trying to build one

Designing a system:

Where Do I Start?• To figure out what type of IP system will be

offered, we need to discuss the advantages of IP

Designing a system:

The steps are the same• Most of the steps to build a system are the

same for both IP and analog– Placement– Budget– Number of cameras– Lens type– Lighting conditions– Recording time

Where IP Beats Analog

• Cabling• Flexibility of upgrades and changes• Better wireless• Better software

– Finer, more detailed options – Mobile support– Multiple OS support– Analytic Support for Pro-active results

Where IP Beats Analog

• Better recording– Co-location recording– Redundant recording– Network based recording– Less expensive to expand on storage

• Megapixel video– Wider coverage– Sharper images– More detail where it’s needed– Multiple Streaming

Video Analytics

• Analyze video for more robust recording and alerting notification

• Capabilities– Object left behind– Object removed– Loitering– Trip wires– Directional monitoring– Counting

• Possible Uses– Airports, Subways, Train

stations– Office buildings– Perimeter alerts– Convenience Stores– Retail Stores

IP Advantages:

Better use of Cabling

• Solution: less homeruns. Only a single cable needed for power, video, and data, further reducing labor costs

• IP System

IP Advantages:

Better use of Cabling• Also allows for easy upgrades • Allows for changes with minimal labor

IP Video System

Flexibility:Add cameras one at a time, or in groups. Your Choice.

Solving Cabling Issues

Better Wireless:Send multiple video streams over a single wireless connection, unlike analog

Wireless Examples:

Wireless Mesh Network

Self Discovery / Self Healing mesh nodes

You can use existing coax cabling by utilizing coax to Ethernet converters.

IP Connectivity:

Media transceivers

You can also use Ethernet to fiber converters to send many IP cameras long distances over a single line.

Finding the Customer’s “HOT” Button• Every customer is different• The reason an ender user contacts you is

because they need a problem solved. • The goal is the propose a quality solution to

the problem and find their ‘hot’ button at the same time.

QUALITYWhat the Customer Wants

Wider Coverage

640 x 480

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3

2

4

1

2

3

41600 x 1200

1 x 2MP Camera6 x VGA Cameras

Megapixel Video

• One megapixel camera can replace up to 24 analog cameras

• substantially reduces the total cost of installation• Brands: Arecont Vision, Vivotek, Panasonic

Forensic Zooming

DigitalPTZ

Instantaneous electronic pan, tilt & zoom with simultaneous delivery of full field of view and zoomed video

Example Using AV8180

Sharper Images

• Megapixel cameras offer superior image resolutions many times the maximum size of and analog camera

CIF CIF MegapixelMegapixel

• Analog cameras are stuck at NTSC/PAL specificationso 4CIF is about ¼ the size

of a 1MP image

More Detail Where it’s Needed• A gas station is having issues with drive offs and

the owner wants to improve his existing three 4 CIF camera system to capture license plates and gather details on the thief so he can prosecute and reduce losses.

• With an analog/VGA system, he needed onecamera per lane to capture license plates/thiefdetail. With a 2MP camera, he only needed onecamera for every three lanes to achieve the same.

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ANALOG / VGA

2MP Camera

COST BENEFIT

Analog/VGA Megapixel

6 Cameras 2

6 Lenses 2

6 Housings 2

6 NVR Lics 2

6 Cables 2

6 Labor 2

1.8MP Pixels 4 MP

REMOTE VIEWINGWhat the Customer Wants

CMS Mobile

• Support for– iPhone – Android– Blackberry– Windows Mobile

(WiMo)– Symbian OS (Nokia)

CMS Mobile

• Control Inputs and Outputs

• Mobile Playback• Multiple Sites

MULTIPLE RECORDINGWhat the Customer Wants

Storage Solutions:

Multiple Recording

• Nuuo’s NVR mini can be placed at different locations in the local network and managed through a remote viewer

EASY PLAYBACKWhat the Customer Wants

SHOWING MP CAMERASWOW! Factor

Showing MP Cameras

• You are selling against antiquated analog solutions

• More often than not, MP cameras need to be shown to see their advantages

• Make relations between DVD and Blue ray– Or SDTV and 1080 HD– (DVD & SDTV is hi-res, 2MP is 1080 HD)

Showing MP Cameras

• Another strong selling point, is Megapixel vs. the use of PTZs.– Unless the PTZ is manned 24/7, it is not useful

• When a PTZ looks one way, it isn’t looking another.

– MP cameras like AV8185 allow for continuous 180° coverage.

Pelco Spectra III Analog PTZ

Arecont AV8185

INSTALLATION ADVANTAGES

WOW! Factor

Installation Advantages

• Not all advantages are because of Video Quality!• The cabling advantages can be crucial to a

customer– Allows for easier and less costly future upgrades– Allows for easier and less costly repositioning of

cameras– Possibility of utilizing existing network infrastructure

UPGRADABILITYWOW! Factor

Upgradability

• Adding cameras to an IP system is as easy as plugging it in to an available Ethernet port– All that is needed is an available camera license

• Licenses can be upgraded with the click of a mouse

• Storage costs decrease as time goes• Adding more storage is simple and effective in

IP

INTERNAL THOUGHTS

Internal Thoughts

• You need to keep in the back of your head the ways that IP is more beneficial– Cabling & labor savings– Easier troubleshooting – Future proofing the investment

• You need to sell on quality, not price– If your customer is looking for the right solution, they

will be more focused on the quality first

Collecting info for the Project

WHAT TO SEECollecting info for the Project

What to See

• Existing network equipment• Internet connection at location• Lighting conditions• Where equipment will be located

WHAT TO ASKCollecting info for the Project

What to Ask

• Why do you want a CCTV system?– Basic accountability?– Retail type applications

• Would counting capability be beneficial to your business?

• Would you like POS support?

– Industrial Scenarios• Are you in need of Pro-active detection of alarms?

– (video analytics, DI/DO)

What to Ask

• How long do you need video for?• What type of night lighting is available?• Would license plate logging be beneficial to you?

– (housing/apartment/condo communities)

• Do you plan on viewing this locally only or primarily from off site?– Would you like mobile viewing?

• What if I could use the same cameras to tie into your automation system? – (high end residential with HAI & ELK for example)

WHAT TO NOTECollecting info for the Project

What to Note

• We can help you propose a solid solution for your customer – Wiring– Network infrastructure– Cameras– Servers, storage and software– All of the bits and pieces needed to have the

entire solution

What to Note

• Take photos of – potential camera locations

– Questionable wiring locations • Especially for wireless considerations

– Location to house equipment

• Get a Google Earth address/snapshot of location– Allows us to aid you with outdoor layouts and camera placement

• Obtain/ create site layouts • At least approximate distances of camera locations, cable

runs, etc.

IP Products

Hardware Components

• Minimum components needed for a basic IP system

Computer/server, monitor, keyboard, mouse

Cat5e cable

Network switch

IP camera

Optional parts

Router & high speed modem (for

remote connections)

PoE switch instead of regular switch to support cameras w/

Power over Ethernet

Other Components

• Other components to consider in an IP systemFiber optic cable for long runs

UPS battery backup

Surge protection for PoE cables

Surge protection for non PoE cables

CAMERASIP Products

Cameras

SOFTWAREIP Products

RECORDING SOLUTIONSIP Products

NETWORK EQUIPMENTIP Products

STORAGE SOLUTIONSIP Products

Conclusion

• Selling an IP system is not much different than selling analog systems.– It’s remembering where IP has it’s strengths

• Need to know IP’s strong points– Scalability– Expandability– Less labor– Mobile/Remote support– Automation advantages– Future proofing your investment

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