Sales Guide
DCS-7513
Full HD WDR Day&Night Outdoor Network Camera
Version 1.0
D-Link HQ, June 2012
D-Link Confidential 1
Before Getting Started – The Guideline
 Objective:
• Allow OBU to understand why introduce this new model (SKU)
• A clear and solid set of points to lead for product sales/ selling
• To be equipped with knowledge on how to sell against key competition
• Recommendation of associated SKUs for target segment
 Suggestion for OBU by using this Sales Guide:
• Sense the sales opportunity
See if the spec meets the past and current project demand.
• Kickoff, enhance channel recruitment by this unique new model
Use this unique new model to attract channel partner to up the sales.
• Forecasting from channel partner
To learn the run-rate from competitor’s model by consulting with channel partner
who currently carry and sell that competitor’s model.
2
Before Getting Started – The Model
 DCS-7513 is positioned as key model to meet mainstream of
business camera that involves many new initiatives:
• First Full HD(1080P) resolution WDR day & night outdoor camera.
• Equipped new lens technical “P-Iris” and “Motorized vari-focal (zoom) & focus “ lens
• Equipped with Full HD real time +H.264 spec mix as one of major product range.
• One of the key attraction for channel development and project penetration thanks
to its popularity and competitive pricing.
3
Table of Content
 Product Highlight
 Positioning Overview
 Target Market
 Selling Point
 Competition Analysis
 Competition Mapping
 Sell Against Competition
 Uniqueness Highlight
 P-Iris
 Motorized vari-focal and auto focus Lens
 Easy for install
 Technology Brief
 Product Deployment Guide
Product Highlight-Positioning Overview
DCS-7513
1/2.8” 2Megapixel CMOS
H.264, MPEG4, MJPEG
1080P @ 30fps
30Meter IR, ICR
 Available
 In Development
 In Plan
WDR, IP66, SD slot
Remote focus, P-Iris
Outdoor
DCS-7413
1/2.7” 2Megapixel CMOS
H.264, MPEG4, MJPEG
720P @ 30fps (1080P@ 15fps)
30Meter IR, ICR
IP66, SD slot
DCS-7110
1/4” 1 Megapixel CMOS
H.264, MPEG4, MJPEG
720P @ 30 fps (max.1280x800 )
15Meter IR, ICR, IP66
Q1 / 2012
Q2 / 2012
Q3 / 2012
Q4/ 2012
Product Highlight-Positioning Overview
 Mainstream Full HD H.264 outdoor day & night fixed camera.
 Support remote vari-focal (zoom) ensures that the viewing angle and
optical zoom ratio can be optimized for the environment at installation.
 ROI(Region of Interest) feature can well utilized high resolution.
 IP66 weatherproof certified for outdoor application.
6
Product Highlight-Target Market
DCS-7513
Full HD H.264
P-Iris
WDR
Remote vari-focal (Zoom)
All-in-one model
Remote focus
Outdoor application
PoE
IR Illumination (30M)
IP66
Retail
Residential
Commercial
Education
• All entrances
• All entrances
• All entrances
• All entrances
• All entrances
• All entrances
• Security zone
• Garden and
backyard
• Lobby
• Outdoor field
• Lobby
• Lobby
• Security zone
• Public corner
• Security zone
• Security zone
• Public corner
• Perimeter
• Car park
• Public corner
• Warehouse
• Warehouse
• Public corner
• Perimeter
• Factory plant
• Roof
• Perimeter
• Warehouse
• Warehouse
• City surveillance
• Public corner
• Warehouse
• Car Park
• Perimeter
• Public corner
• Private garage
• Car park
• Outdoor sport
area
• Loading dock
Healthcare
Government
• Roof
7
IPv6
Product Highlight-Selling Point
•
•
•
Sony Exmor 1/2.8” 2 megapixel progressive
CMOS sensor
Real-time H.264/ MPEG-4/ MJPEG
Max. resolution Full HD 1920x1080 at 30 fps
•
WDR for critical light source
•
The lens support
•
P-Iris
•
Motorized vari-focal
Motorized focus control
Simultaneous streams
30 Meter IR for no light
ePTZ for virtual PTZ operation
2-way audio support (half-duplex)
IEEE802.3af
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•
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•
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IPv6
Product Highlight-Selling Point
•
•
•
•
•
•
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SD/SDHC card slot for camera side storage
IPv6, QoS, CoS equipped for advanced
transmission.
Privacy mask
Advanced event management
Multicast video/audio stream
Samba client for NAS
Multiple access lists
Unified D-Link SDK
ONVIF compliant
IP-66 weather proof
Built-in heater and fan for -40°C ~ 50°C
operation temperature
Table of Content
 Product Highlight
 Positioning Overview
 Target Market
 Selling Point
 Competition Analysis
 Competition Mapping
 Sell Against Competition
 Uniqueness Highlight
 P-Iris
 Motorized vari-focal and auto focus Lens
 Easy for install
 Technology Brief
 Product Deployment Guide
Uniqueness Highlight – P-Iris
P-Iris lens

What’s problem with fixed, manual or auto iris lens?
•Fixed or manual iris lens can not adjust iris open/close
automatically.
•Auto iris adjusts iris open/close automatically, but does not
provide the camera with information about the position of
iris. The diffraction or blurred image will be occurred.

What’s advantage of P-Iris lens?
•P-Iris is a new technology of iris control. It does not adjust
iris open/close continuously in vary light level environment
and control iris automatically and precise to get optimal
image quality.

What’s model available for P-Iris function?
•DCS-7513 and DCS-6513 are Full HD outdoor cameras with
remote focus and P-Iris lens.
11
Uniqueness Highlight – P-Iris

Depth of field :
The area within the depth of field appears sharp, but the areas
in front of and beyond the depth of field appear blurry.
•Focus point
Depth of field
 Iris(Aperture) and depth of field
•Smaller F number
•Distance of depth of field is shorter
•Larger F number
•Distance of depth of field is longer
•Ex. Depth of field F1.4 < F2.8
Uniqueness Highlight – P-Iris
•P-Iris
•Normal Iris
•(Optimal image quality)
•(Diffraction or blurred image quality)
13
Uniqueness Highlight – P-Iris
•The iris adjustment setting allow user to control iris position to get
better contrast, clarity image quality in bright environments
14
Uniqueness Highlight – Motorized Lens
•
The motorized lens support remote adjust zoom and focus, the function
makes the installation convenient, eliminating the need for focusing at
the camera position.
15
Uniqueness Highlight - Easy for install
 Bracket for easy install
Table of Content
 Product Highlight
 Positioning Overview
 Target Market
 Selling Point
 Competition Analysis
 Competition Mapping
 Sell Against Competition
 Uniqueness Highlight
 P-Iris
 Motorized vari-focal and auto focus Lens
 Easy for install
 Technology Brief
 Product Deployment Guide
 Video Management
• WDR
• H.264
• ePTZ
• Day & Night surveillance
 Network Protocol
• ONVIF
• IPv6
• HTTPS
 Event Management
• SD Card storage
18
Video Management
WDR for high contrast light source environment
 The Wide Dynamic Range (WDR) function of a
camera is intended to provide clear images even
under back light circumstances where intensity of
illumination can vary excessively. WDR cameras are
usually recommended for situations where light
enters a premise from various angles such as a
multi-window room. A camera placed on the inside
of the room will be able to see through the intense
sunlight or artificial light coming in.
 If an indoor security camera is pointed towards a
window or an entrance door, you will see the
background washed out during daytime. This is very
common situation in restaurants and stores which
have big glass windows.
19
Video Management
 WDR performance is better then BLC

Wide Dynamic Range (WDR) Technology uses two shutter speeds in
alternative video fields, high and normal, and combines these two
fields into one frame. It allows every detail to be captured accurately
even if one portion is bright while other portions are dark. As a result,
combined fields yield a frame of high quality images. Below is a
comparison of camera technologies with its video images of Regular,
Backlight Compensation (BLC), and Wide Dynamic Range.
20
Video Management
 WDR Effect Comparison
 In comparison with disable WDR and enable WDR image, WDR
displays better color and brightness.
1200 lux
25 lux
NO WDR IMAGE
1200 lux
25 lux
WDR IMAGE
21
Video Management
 H.264 Advantage
• H.264, aka MPEG-4 Part 10, or MPEG-4 AVC (Advanced Video Coding), becomes the
mainstream compression technology since 2010.
•
Better video quality than MPEG-4 with far less bit rate (approx 50% less, 80% less
than M-JPEG).
•
Thus, less bandwidth and less storage are required, best suit for limited bandwidth
and long term storage.
* M-JPEG and MPEG-4 are widely known as mainstream compression for years, and still the
dominant for many video management systems nowadays, but obviously, the trend is embracing
H.264 as majority for next move.
Video Management
 H.264 Quality
•
The improved compression performance of H.264 comes at the price of greater
computational cost. H.264 is more sophisticated than earlier compression methods
and this means that it can take significantly more processing power to compress
and decompress H.264 video.
•
A video frame compressed at the same bit rate compared as below figures:
MJPEG
(same bit rate 512k)
MPEG4
(same bit rate 512k)
* Picture source: Vcodex White Paper: An overview of H.264
H.264
(same bit rate 512k)
Video Management
 ePTZ
•
Thanks to digitalization, ePTZ allows
user to zoom in to target area or
object to see more detail than normal
viewing.
•
In addition, click and drag to move the
closer view to any other area from the
original image is easy and simply on
your finger tip.
•
Full view of video
Especially suit for HD and above.
Pan, tilt and zoom to bottom left by ePTZ
Pan, tilt and zoom to bottom right by ePTZ
24
Video Management
 IR Illumination
•
DCS-7513 equipped with 30Meter IR illumination which is aimed to create a
clearer night vision that extend the night time performance.
•
Below is the comparison of on and off that the IR illumination performed.
Distance to object:30 meter
Environmental lighting: 0.6Lux (outdoor)
(LED OFF, Day mode)
(LED ON, Night mode)
Network Protocol
 ONVIF standard
•
ONVIF, the Open Network Video Interface Forum, is an open industry forum for
the development of a global standard for the interface of IP-based physical
security products.
 How you can benefit from ONVIF
•
A global interface standard will make it even easier for end users, integrators,
consultants and manufacturers to take advantage of the possibilities offered by
network video technology.
Visit ONVIF official website for more detail: www.onvif.org
Network Protocol
 IPv6
•
IPv6, Internet Protocol version 6, as upcoming generation of internet layer
protocol for packet-switched networking which will relief the exhaustion of IP
address from current IPv4.
•
IPv4 address is going to run out in 2011.
•
DCS-7513 supports IPv6 to meet coming demand.
IPv6
2128
addresses
IPv4
232
addresses
•Source: IPv4 Address Report
Network Protocol
 HTTPS for network security
•
HTTPs, the Hypertext Transfer Protocol over SSL/ TLS (Secure Socket Layer and
Transport Layer Security), which is used to provide a secure identification by
encrypted connection between web server and client.
•
HTTPS is normally used in transaction of payment or access of confidential
information with URL begin with “https://” at port 443, instead of HTTP at port 80.
Network Protocol
 HTTPS (cont.)
 The HTTPS cannot be enabled if there is no certification on the device.
 There are three possible ways make you can enable the HTTPS, create
certificate request and upload the certificate file which is signed by
third party already, create self-signed certificate automatically and
Create self-signed certificate manually.
SD Card Storage
 Local SD slot to support SD/SDHC
SD card slot for event
recording at camera
side as a redundant
storage
SD Card Storage
 Event recording / backup recording
•
Micro SD card record supports recording of event trigger from Motion Detection
and DI.
Network
lose
DI
triggered
Video Clips
Snapshot
Motion
detected
Table of Content
 Product Highlight
 Positioning Overview
 Target Market
 Selling Point
 Competition Analysis
 Competition Mapping
 Sell Against Competition
 Uniqueness Highlight
 P-Iris
 Motorized vari-focal and auto focus
Lens
 Easy for install
 Technology Brief
 Product Deployment Guide
Application Diagram
PIR sensor
DCS-7513
DO
Buzzer
Application Example
Speed Dome
- DCS-6815 (18x)
- DCS-6817 (30x)
- DCS-6818 (36x)
Entrance gate
PoE Switch
Outdoor Box
-
DES-1228P
-
DCS-7410 (30M IR)
-
DES-1210-28P
-
DCS-7510 (50M IR)
-
DGS-1210-10P
Outdoor IR Box
DCS-7513 (FullHD,H.264)
VIP Area
Perimeter
Outdoor Dome
-
DCS-6510 (VGA, H.264)
-
DCS-6511 (1.3M, H.264)
Warehouse
Fixed Box
-DCS-3715
-(Full HD, H.264)
Security Room
Legacy Analog
Camera
Legend:
Coax
Ethernet/ PoE
Video Encoder
-
DVS-210-1 (MPEG-4)
-
DVS-310-1 (H.264)
IP SAN Storage
- DSN-1100-10
(Tower, 5-Bay, 4GbE)
- DSN-2100-10
(2U, 8-Bay, 4GbE)
- DSN-3200-10
(3U, 18-Bay, 8GbE)
9-ch NVR Appliance
VMS Software
-
DNS-722-4 (Basic)
-
DCS-210 (8 ch, upcoming)
-
DNS-726-4 (Pro)
-
DCS-220 (32 ch)
-
DCS-230 (64 ch)