Icantek, KMT, Micro Digital and Nextchip Share Viewpoint of Market Strategies
Hayden Hsu | Date:
The latest on display is our 2.3-megapixel, full HD (1,080p, 30 fps) camera, and we will launch our 3-megapixel model by the end of the second quarter and 5-megapixel by the end of the year. We feel that the economy is back on full swing, and we are expected to grow 100 to 200 percent this year. Today, our largest markets are in Europe (especially Spain and Eastern Europe), the U.S. and South America, and the Middle East (especially Qatar) and Russia have very high potential.
Our biggest challenge now is to continue to deliver proven and high-quality products at more competitive price points. While we work mostly with system integrators today, we are actively looking for distributors with good logistics and support networks. For the mid- to low-end market segments, we will work on smart and easy mobile apps for SMB and SOHO users.
Our overseas sales have grown 30 percent over the last year, thanks to our long-distance microwave and PIR sensors. With better recognition around the world, we are now adding wireless sensors to our portfolio. This year, we will devote more efforts and resources to Japan, to cater to their taste. In a closed market like Japan, it takes time for customers to test and accept products from foreign suppliers. One of our priorities now is to control cost while maintaining product performance and reliability. Our biggest clients are alarm-monitoring stations, and affordable reliability helps them cut down unnecessary dispatches and costs significantly (personnel and insurance).
For 2012, we expect to grow about 30 percent; in this economy, this is huge. We will focus on earthquake recovery projects, such as apartments, offices and buildings, in Japan, and strengthen our wireless offerings. We will also work on integrating our sensors with other electronics or appliances like TVs and refrigerators, for better home automation and energy management.
We have both IP and SDI products. Although SDI is not very well-known and widespread at the moment, it will grow very rapidly very soon. For us, we expect the sales of IP versus SDI to be 1:1 in three years (analog to zilch). Our latest, unique feature is the UTC remote controller up the coaxial. Remote control of the on-screen display, focus and focal length is very convenient for installers; it saves cost, improves safety (no need to climb up and down) and does not require a portable monitor for on-site adjustments.
Our 16-channel SDI DVR transmits at 7 fps per channel now, and we are working to deliver 30 fps per channel in six months. SDI solutions are ready now; customers just need time to understand and adopt the technology. Our key markets are Russia, France and Italy, and we are looking to grow the Middle East, Africa and Asia. We will increase our sales revenue by 100 percent this year, and our biggest challenge is ourselves. We need to continue to provide even better products and technical support, and work with more stable and capable partners. Globally, we expect SDI to account for 20 percent of the market share in five years.
Our key strengths lie in CCDs, ISPs, AFEs and vertical drivers. The latest on display is the high-performance 960H analog CCD ISP NVP2190, with a digital image stabilizer (for anti-vibration) and smart noise reduction and motion detection. Alongside is the 8-channel 960H DVR video decoder NVP1918.
About 10 percent of our sales come from HD (including IP and SDI); the rest is from analog products. SDI cameras are mostly OK this year; we could use more SDI DVR manufacturers, though. Japan is a promising market for SDI, but the average testing period of 1.5 to two years is making it difficult for quicker adoption of the latest technology. The U.S., Brazil and India are also our target markets.
Our No. 1 priority now is to develop more affordable, mid- to low-end HD products (both IP and SDI), as more manufacturing facilities move to developing countries for more competitive pricing, better customization/localization and lower customs levies. We will continue to work with technology partners like Grain Media and Hisilicon and sales partners with very capable FAEs.