Majestic Technology: Analog Camera Price is Large in People-to-People Market

According to the survey data, analog cameras still accounted for 79% of the total market for domestic cameras at the end of 2011. The IMS survey report also stated that the global simulation market will maintain an average growth of 18.4% from 2011 to 2015. Due to the large base number, analog cameras will still have a comparative advantage. A large share of its dominant position will not waver for a while. IMS Research is forecasting in the video surveillance industry development white paper that the sales growth of network video surveillance equipment will exceed 25% in 2012. Although network cameras have maintained a momentum of rapid development in recent years, considering the cost of capital, technology, etc., from the overall security In terms of market share, the proportion of market share of analog and network cameras is still small.

It can be seen from the data that even though high-definition surveillance has become mainstream today, analog cameras still have a vast market space, but when users face the impact of high-definition, they will not be satisfied with the original 500-line monitoring equipment. Therefore, the traditional camera manufacturers to maintain the original analog market, technical improvements continue to meet the user's demand for high-definition monitoring. With the continuous development of technologies such as wide dynamics and the market's concerted demand for high-strength analog products, the 960H analog high-definition camera came into being as a transitional product from analog to high-definition.

Although the product has a huge market support, but in the just launched in 2010, the development of 960H video surveillance technology is not optimistic about, even because of DSP, DVR, Decoder problems and the future is worrying, but through two years of hard work, in the Sony The company and the mainland, Taiwan, South Korea's three companies in the heart of R & D, the technology continues to introduce new, 960H video surveillance technology has greatly improved.

The main reason for the increase is that the 960H analog HD camera has strong technical advantages over traditional analog cameras in terms of image clarity, low illumination, and wide dynamic range. The horizontal resolution can reach 700 lines, which is 30 more than that of the traditional 540 line camera. More than %, compared to the network HD solution, the analog high-definition solution with higher cost performance meets the high-definition demand of most traditional analog users.

Competitive Advantage: Clarity Makes a Leap in Quality

In the current security monitoring industry, network HD and HD-SDI HD are undoubtedly the best monitoring solutions for resolution support, but network HD is subject to the current domestic network conditions, and its system stability, on-site monitoring effect, and delay Such issues as time and other problems, coupled with the cost of the overall system transformation, and other issues, and HD-SDI because of the transmission distance and cost and other issues, making most of the funds are limited and the monitoring of image requirements is not particularly high for the traditional analog users are discouraged.

Compared to two types of high-definition products, the 960H camera meets the needs of this type of user. In terms of resolution, it can be up to 30% more than the original analog camera, and it has good compatibility with the original analog device - the original coaxial cable Can be universal, installation and use methods are completely consistent with the original analog monitoring system. On the technical level, high resolution, low illumination, and wide dynamics are the biggest advantages of the 960H HD analog camera. In the current security monitoring market, there is still room for its existence value and development.

The resolution of the traditional analog camera is only about 540TVL, while the 960H HD analog camera can exceed 650 line horizontal resolution, and the black and white reach 700TVL, with higher resolution and resolution, in the sensitivity, noise control, dynamic control, wide dynamic range The quality of imaging and other aspects has been greatly improved to help security practitioners better grasp the details of monitoring.

Wu Yingying, product manager of Infinova Marketing Department, mentioned: “The average analog camera adopts 760H in Sensor size, while the analog high-resolution camera adopts the latest 960HSensor, and the online number and image quality are much higher than the previous conventional analog products. The improvement, with high resolution, high signal-to-noise ratio, and high-quality color reproduction, will surely become a new bright spot in the market.”

At the same time, when the 960H is equipped with low illumination or with infrared, the image quality of the 960H product far exceeds that of traditional analog cameras. Excellent performance in the outdoor environment also became a plus for the 960H.

Large market space and more civilian prices

Compared with the network camera, the 960H is undoubtedly difficult to compare with the clarity, but as the best product of the analog camera, it is more popular in terms of price and technology. Liu Jia, Sony's video security product manager, said: “At present, users are very rational and will choose products based on their actual needs. Our customers have high recognition of HD camera products, but they cannot reach HD in one step based on existing resources. In the simulation product, the 960H product is highly recognized."

At present, in the domestic security market, 960H products have gradually formed a certain segmentation with the high-definition surveillance market, and have their own independent market space. Wang Liang, Head of Product Management, Tiandi Weiye, said: “Compared with high-definition cameras and even analog high-speed domes, the price of 960H products is not high. Many customers think that their monitoring environment resolution can reach D1, so they are very appreciative of 960H products. According to reports, currently powerful camera manufacturers are basically involved in the 960H camcorder camp, which shows their market appeal.

Zhang Weichang, Product Manager of Zhejiang Dahua Technology Co., Ltd., said: “At present, first-line and second-line security companies basically have special promotion for high-resolution cameras because high-resolution analog cameras have lower prices than network HD cameras. Therefore, in some high-definition requirements and the budget is not high, high-resolution analog cameras have also been widely used, in addition to high-definition analog cameras can make those existing analog cables and corresponding equipment will not be abandoned, avoiding resources Waste."

Shen Tao, product manager of Tyco Security Equipment added: “The cables used in traditional analog cameras can continue to be used, reducing the cost of retrofitting. Therefore, traditional analog users who want to increase the resolution, such as residential, financial, factory, and small business, are The acceptance of the 960H is very high.” At the same time, due to factors such as the network environment, network cameras are also facing problems such as delays and packet loss in practical applications. Wu Yingying, product manager of Infinova Marketing Department, said: “A lot of users are reconstructing the old analog system. Require product stability, anti-jamming, high real-time, high-resolution camera is undoubtedly the best choice for users, such as the banking system, requires the system to be stable, at the same time can see the character's facial features, generally will be very concerned about 960H products."

Although the 960H has attracted the attention of many users in the market, it cannot change the position of HD in the mainstream trend of the security market. Wan Yunfeng, manager of Weihao Planning Department of Guangzhou, said: “Even if the 960H can't stop the simulated recession, it can extend the cycle of simulated recession. After all, the 960H and megapixel, 1080P images still have obvious deficiencies. With high-definition monitoring The continuous reduction in costs will certainly replace cameras that mimic traditional applications."

At present, the price difference between the 960H camcorder and traditional analog camcorder products is not large, ranging from 10% to 20%. With the continuous maturation of products, the 960H will be more affordable and will gradually replace the current 760H in the mainstream of analog surveillance market. product.

Inadequacies: Limited overall performance improvement

At present, the main problem that plagues the 960H system is that the overall performance improvement is limited, and it is not possible to achieve a high-definition level of 720P/1080P. In terms of system scalability and linkage management, it is not as good as IP network high-definition solutions, but it is also not suitable for large centralized monitoring system architectures. In the case of the 960H camera alone, after the pixels have been raised, the camera needs to process more data, and the hardware consumption speed will also increase.

Ying Zhongyang, product manager of Hangzhou Hikvision Digital Technology Co., Ltd., said: “On the design of the entire product system, the 960H high-resolution camera processes more pixels and requires higher frequencies, which adds difficulty to hardware design. Because the frequency is high, the corresponding power consumption will be high, so we must consider adding the heat dissipation design to the overall structure design of the camera to ensure good heat dissipation performance, so as to ensure the high reliability of the product.”

Compared with previous analog cameras, the 960H camera has indeed improved its performance. Therefore, higher production standards must also be implemented in the production process. Heng Yong International Product Manager Liu Yong said: "The 960H camcorder during the production process of the disassembly process caused by the failure rate than the traditional analog camera is higher, the production process of splicing, sub-installed a little careless it is easy to burn DSP. This process will result in an increase in costs, but from the overall perspective, because the 960H itself is very powerful chip function, dual-core processing speed is good, does not require too much support from other peripheral chips, on the whole, the production cost is still higher than the traditional analog camera Be low."

In addition, on the back-end storage device, although there are already manufacturers producing 960HDVR on the market, it is still relatively small. Therefore, if users want to consider the price factor, they cannot fully own the best results of the 960H program. Wang Liang, an analog front-end product manager at Tianjin Tiandi Weiye Digital Technology Co., Ltd., believes: “At present, the 960H camcorder has a high market awareness, but in terms of back-end storage, some customers think that the resolution can reach D1, so there are still quite a few customers. In the selection of D1 or lower products." Therefore, both front-end or back-end, all manufacturers need to strengthen the market promotion of the 960H overall solution.

Key Competitive Points: Secondary Development Capabilities

“The re-competition of traditional analog manufacturers is more reflected in the enhancement and competition of additional functions,” said Liu Jia, Sony's video security product manager. “The promotion of 960H products is also aimed at their own technical advantages, providing solutions for users with different needs. Program."

In terms of definition, the key technology of the 960H camcorder lies in the quality of its CCD and DSP. At present, except for a few leading international brands that use their own DSP technology, most manufacturers basically use Sony's Effio solution. Wang Liang, an analog front-end product manager of Tianjin Tiandi Weiye Digital Technology Co., Ltd., mentioned: “The currently used 960H high-resolution cameras are based on the Sony Effio series of DSPs with NTSC specifications of 480,000-pixel CCD, and PAL specifications of 570,000-pixel CCD. , so the key technology is still how open the Sony company to these vendors, and whether the various manufacturers can be based on the Effio series of DSP, the secondary development of some of the features."

Compared with the traditional analog camera 960H camera in a variety of application environments has greatly improved the applicability, Hikvision's product manager should Zhong Yang said: "960H camera in the resolution, while the wide dynamic, low illumination There is a great advantage in image processing such as noise reduction."

Under the premise of the same chip solution, the effects of each vendor's screens are not much different. The main development will be the secondary development based on chip solutions and competition in product form.

Shen Tao, product manager of Tyco Security Equipment Co., Ltd. mentioned: "Tyco Security uses the Sony Effio solution. In terms of clarity, internal design and image quality will be adjusted. Tyco's long-term optical experience is beneficial to our Discover series of cameras. Low light and complex light processing, the laboratory will be a detailed test of the camera image under various light conditions to ensure that the image color and restore the effect, such as optical parameter adjustment, different light conditions, color reduction, wide dynamic range. Many adjustments are based on optical laboratory tests to achieve the best results."

Panasonic's WV series cameras incorporate image distortion correction, end of super resolution, 2D/3D digital noise reduction, and new dark area technology. The wide dynamics are the advantages of the 960H camcorder. How to further develop this function and apply it to specific industries is a concern for all 960H manufacturers. Sunny International Product Manager Liu Yong: "Our shutter application is more detailed, you can make different shutter values ​​according to different time periods, different trigger requirements, such as high-speed shutter, low-speed shutter, etc., according to the preset good command once Triggering on a signal automatically uses a pre-set shutter value, which is used in smart traffic applications."

Although the secondary development has become the focus of competition among various manufacturers, the largest shipment is currently the entry-level 960H camera. With the increase in user demand and lower product prices, high-end wide dynamic 960H cameras will become the mainstream of the market. Liu Jia, Sony's video security product manager, mentioned: “Because many camera products on the market are based on the same 960HCCD Sensor, we have achieved very high standards in terms of resolution parameters. However, noise control, wide dynamics, etc. A series of technical differences make the camera's actual generated image effects very different, for example, Sony's new generation of analog wide dynamic DynaViewSX technology has reached a new level in wide dynamic processing, further ensuring Sony's consistent The best image quality."

Hikvision's product manager should be talking about the difference of 960H cameras on the market when he talked about: “One is different design schemes, and the other is that each brand has its own design concept, so it is in design of appearance and function. It will preserve the characteristics of its own brand, but ensuring high-quality image quality is a common goal of every manufacturer."

Through the continuous technological improvement of various manufacturers over the past two years, not only features such as wide dynamics, 960H cameras have a variety of technical content, including picture defogging (De-fog), which is also a new set of high-line high resolution Analog camera technology. In addition, the new 960H high-end model also features intelligent features such as face detection, which automatically recognizes and alerts the face.

Market development is promising

As the basis of the camera, the analog camera has room for continuous improvement in terms of low illumination, wide dynamics, resolution, etc., and the 960H camera is another milestone product of analog development so far. Zhang Weichang, Product Manager of Zhejiang Dahua Technology Co., Ltd., said: “In the demand of high resolution, small noise, low illumination, anti-interference, vivid colors, construction costs and product costs, the former customer wanted to be between analog cameras and network cameras. A dilemma was chosen, and the emergence of analog high-resolution cameras met a large part of the customer's psychological positioning. Plus, there was no need to change the existing analog cables and their corresponding equipment, and they were owned by a large part of the customers in the market. Strong attraction."

All manufacturers have expressed that IP high-definition is the trend of the future, and network cameras are also growing at an alarming rate. However, analog cameras have also been slowly growing and still occupy the leading position in the security surveillance industry. Therefore, in the coming period, analog and The network will coexist in the world of cameras.

Such as Hikvision product manager should be Zhongyang said: "The current market demand for 960H cameras is very large, if not price constraints, analog system users want to pursue high resolution, who do not want to see more clearly? From security From a monitoring point of view, only more clarity can guarantee more security.” Therefore, the development prospect of the 960H camcorder is still clear before the network monitoring products are still fully popularized and the scale of HD-SDI products is expanded and the cost is reduced.