High resolution has become an irreversible trend in security industry, which is a great motivation for the development of network camera. However, due to some technical restrictions, it’s getting hard to cope with the construction of network surveillance system. With the technology becoming mature, along with the similarities to analogue system, HD-SDI rises in response to the appropriate time and conditions.
Breaking into New Market
From 2010, HD-SDI gradually came into view, many manufacturers strive the effort to fortify R&D of HD-SDI and promote it on a large scale, which has aroused the attention of installers and end-users. Multiple products have been launched, some related features begin to be known by them. Especially at the end of 2011, HD-SDI manufacturers gained a prominence in many big exhibition events.
In order to raise the awareness of users for HD-SDI, the manufacturers are occupied by the promotion and demonstration. Though the market demand has not lived up to their expectation yet, they keep looking forward to greater potential. It has been revealed that there would be more marketing events in the future year to come. “So far, it is evident that that HD-SDI does exist, but users have low level of cognition about it, the next mission for us is to go for a large endeavor in product design and application,” said Tian Guang, Vice President of Bocom.
In the past year, HD-SDI has seen tremendous growth in technology with great market influence. “Obviously, end-users are keen to HD-SDI,” said Wan Yunfeng, Manager of Planning Department in Winhi. “A good prospect must be waiting for HD-SDI in China's market, because some Chinese end-users are more prone to the immediacy, that is not the case for overseas security market, where the delay is quite normal within an acceptable range.”
HD remains a hot issue in security industry through these years, many manufacturers have predicted a promising future of HD-SDI. Considering the current status of HD-SDI in China, the manufacturers can be divided into two categoriestransformation from analogue manufacturers, they are doing much research on developing HD-SDI products in analogue way. Until now, these players work on either analogue or HD-SDI. The second team is equipped with full product line such as Dahua and Hikvsion, HD-SDI is an added device for perfecting the existing product lines as this helps to seize the market share, generally, its analogue and IP products own sound channels with multiple types.
Setting the Position
Given that HD-SDI manufacturers tend to take the total solution as their development approach, partly reflecting that promotion of HD-SDI is divided into two ways. On one hand, the sales patterns of analogue cooperate with the existing installers, integrators and distributors, giving them guidance and training. On the other hand, the manufacturers provide solution.
“HD-SDI is a must-have in the burgeoning market in 2012, regardless of its limited demands without a strong respond, but it still attracts the attention of some users from the fields where higher standards are required for stability, immediacy and security such as bank, airport, highway, and etc,” said Wang Jingze, Product Manager of Tiandy.
For Chinese installers and end-users, they prefer to know about HD-SDI from real application rather than its concept. Until now, the large-scaled application of HD-SDI has not been put into full play. “HD-SDI is still under developing, both manufacturers and installers or users are concentrating on the technical research, but the practical application of HD-SDI will be necessary for better understanding its performance, manufacturers should actively deploy the projects of relatively small scale,” said Gong Yaoxin, Product Manager of Beijing Hanbang Technology.
Keep in Step with IP
As is often the case, the contrast between IP and HD-SDI is always made by installers and integrators during the product promotion. But the fact is that there are fewer conflicts in practical application, due to their unique segments of application, the replacement of each other does not exists. "The two types of products are cater to the different customers, the fierce competition would not possibly happens,” said Luo Zhijun, Sales Engineer of CNB.
“IP still suffers 'delay' problem, for example IP auto-tracking speed dome can't realize real-time surveillance. With uncompressed image resolution, HD-SDI speed dome provides real-time auto-tracking solution,” said Tiger Chu, Overseas Director and Vice President of Beijing Hanbang Technology. For the future HD-SDI market, Chu believes that it will be a trend and takes shorter time for market acceptance, compared to IP products. Within five years, the global market share of HD-SDI should be accounted for 10 percent.
With optimization and better functionalities of HD-SDI, a new realm of high definition will be unveiled. Though HD-SDI is featured by no delay, it still presents some problems in limited transmission distance and storage. All these bottlenecks make HD-SDI unable to satisfy the market that demands a higher cost. It can be put into the full play only in those vertical markets which require real time and security to a large extent.
Based on the product feature of HD-SDI, the customers will be developed accordingly, for example, some vertical markets that require the clear image in real time such as banking, high-end projects, military and so on, HD-SDI just provides the right solution to the application above. “We will keep exploiting the market of HD-SDI, trying to develop total solution with a focus on the real time demand of these special markets,” said Yang Shengwei, Product Manager of Dahua Technology.
Incorporated in Total Solution
Due to the fact that end-users have a limited knowledge about HD-SDI, the present market is still immature, the practical requirements are hard to be addressed. As a result, the mainstream of the domestic companies all choose the full solution pattern which is integrated with front-end, back-end, transmission and administration together with display and storage for the installers. “The most distinguished feature of HD-SDI is determined by its promotion and application, whether the manufacture can seize the market depends on its ability to provide full HD solution,” added Yang. “From the ways we see HD-SDI, the difficulties are market demand, system infrastructure and vertical markets,” said Yao Guoliang, Vice General Manager of Shenzhen Jiaxinjie Electron Co., Ltd. “Currently, the demand of this product is still on a small-scale. HD-SDI product design requires from a system-structure standpoint, instead of a single product. Therefore, we provide a HD-SDI solution to our partners from front- end to back-end.“
Carry Forward into Future
So far, the market of HD-SDI has not scaled out in the application, but it is a fact that there are more users showing interest in this field, the small-scaled application will come into the spotlight. “Based on the statistics of HD-SDI business and the communication with the manufacturers, the demand for HD-SDI will go through an increasing release,” said Wang Jingze, Product Manager of Tiandy.
As the market of HD-SDI in China hasn't been scaled out, manufacturers are fully ready for the promotion and launching the new products, in 2012, more channels will be built with the technical training followed by the implementation of the projects, such engagements are under deploying in close order, indicating their great confidence for China's market.