1

Version 1.0 D-Link HQ, June 2012

Sales Guide

DCS-7513 Full HD WDR Day&Night Outdoor Network Camera

D-Link Confidential

2

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.

3

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.

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 BriefProduct Deployment Guide

Outd

oor

DCS-7110

1/4” 1 Megapixel CMOS H.264, MPEG4, MJPEG 720P @ 30 fps (max.1280x800 )15Meter IR, ICR, IP66

DCS-7513

1/2.8” 2Megapixel CMOSH.264, MPEG4, MJPEG1080P @ 30fps30Meter IR, ICR

WDR, IP66, SD slot

Remote focus, P-Iris

HD

DCS-74131/2.7” 2Megapixel CMOS H.264, MPEG4, MJPEG 720P @ 30fps (1080P@ 15fps)30Meter IR, ICR IP66, SD slot

Full HD

Full HD

Q1 / 2012 Q2 / 2012 Q3 / 2012 Q4/ 2012

WDR

SonyExmor

Product HighlightProduct Highlight-Positioning Overview

Available In Development In Plan

6

• DCS-7513• IP-66

• Weather proof

• Day & night

• 30M IR, ICR

• P-Iris• Precisely

Aperture

• H.264 FullHD

• 1920x1080, 30fps

• Temperature

• -40~50°C

Product Highlight

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.

Product Highlight-Positioning Overview

7

Product Highlight

Retail Residential Commercial Education Healthcare Government

• All entrances

• Security zone

• Public corner

• Warehouse

• Car Park

• All entrances

• Garden and backyard

• Perimeter

• Public corner

• Private garage

• Car park

• Outdoor sport area

• All entrances

• Lobby

• Security zone

• Public corner

• Warehouse

• Factory plant

• Loading dock

• All entrances

• Outdoor field

• Public corner

• Perimeter

• Warehouse

• Roof

• All entrances

• Lobby

• Security zone

• Car park

• Public corner

• Perimeter

• Warehouse

• Roof

• All entrances

• Lobby

• Security zone

• Public corner

• Perimeter

• Warehouse

• City surveillance

DCS-7513

Full HD H.264

WDR

All-in-one model

Outdoor application

IR Illumination (30M)

Product Highlight-Target MarketP-Iris

Remote vari-focal (Zoom)

Remote focus

PoE

IP66

• 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

IPv6Product Highlight

Product Highlight-Selling Point

• 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

IPv6Product Highlight

Product Highlight-Selling Point

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 BriefProduct Deployment Guide

11

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.

Uniqueness Highlight

Uniqueness Highlight – P-Iris

Uniqueness Highlight

• Focus point

Depth of field

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

The area within the depth of field appears sharp, but the areas in front of and beyond the depth of field appear blurry.

13

• Normal Iris

• (Diffraction or blurred image quality)

• P-Iris

• (Optimal image quality)

Uniqueness Highlight – P-Iris

Uniqueness Highlight

14

Uniqueness HighlightUniqueness Highlight – P-Iris

• The iris adjustment setting allow user to control iris position to get better contrast, clarity image quality in bright environments

Uniqueness Highlight – Motorized Lens

Uniqueness Highlight

15

• The motorized lens support remote adjust zoom and focus, the function makes the installation convenient, eliminating the need for focusing at the camera position.

Uniqueness Highlight - Easy for install Bracket for easy install

Uniqueness Highlight

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 BriefProduct Deployment Guide

18

Technology Brief

Video Management• WDR

• H.264

• ePTZ

• Day & Night surveillance

Network Protocol• ONVIF

• IPv6

• HTTPS

Event Management• SD Card storage

19

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.

WDR for high contrast light source environment

Video Management

Technology Brief

20

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.

Video Management

Technology Brief

21

WDR Effect Comparison

In comparison with disable WDR and enable WDR image, WDR displays better color and brightness.

NO WDR IMAGE WDR IMAGE

1200 lux 1200 lux 25 lux 25 lux

Video Management

Technology Brief

Video Management

Technology Brief

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

Technology Brief

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:

* Picture source: Vcodex White Paper: An overview of H.264

MJPEG(same bit rate 512k)

MPEG4(same bit rate

512k)

H.264(same bit rate

512k)

Video Management

Technology Brief

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.

• Especially suit for HD and above.

Full view of video

Pan, tilt and zoom to bottom left by ePTZ Pan, tilt and zoom to bottom right by ePTZ24

Video Management

Technology Brief

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

Technology Brief

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

Technology Brief

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.

• Source: IPv4 Address Report

• IPv4

• 232 addresses

• IPv6

• 2128 addresses

Network Protocol

Technology Brief

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

Technology Brief

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.

Local SD slot to support SD/SDHC

SD card slot for event recording at camera side as a redundant storage

SD Card Storage

Technology Brief

SD Card Storage

Technology Brief

Video Clips Snapshot

• DI triggered

• Network lose

• Motion detected

Event recording / backup recording• Micro SD card record supports recording of event trigger from Motion Detection

and DI.

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 BriefProduct Deployment Guide

Product Deployment Guide

Application Diagram

PIR sensor

Buzzer

DI

DO

DCS-7513

Application Example

Product Deployment Guide

PoE Switch

- DES-1228P

- DES-1210-28P

- DGS-1210-10P

Speed Dome- DCS-6815 (18x)- DCS-6817 (30x)- DCS-6818 (36x)

Fixed Box- DCS-3715- (Full HD, H.264)

Video Encoder

- DVS-210-1 (MPEG-4)

- DVS-310-1 (H.264)

9-ch NVR Appliance

- DNS-722-4 (Basic)

- DNS-726-4 (Pro)

VMS Software

- DCS-210 (8 ch, upcoming)

- DCS-220 (32 ch)

- DCS-230 (64 ch)

IP SAN Storage- DSN-1100-10 (Tower, 5-Bay, 4GbE)- DSN-2100-10 (2U, 8-Bay, 4GbE)- DSN-3200-10 (3U, 18-Bay, 8GbE)

Outdoor Box

- DCS-7410 (30M IR)

- DCS-7510 (50M IR)

Outdoor Dome

- DCS-6510 (VGA, H.264)

- DCS-6511 (1.3M, H.264)

Entrance gatePerimeter

Security Room

Warehouse

VIP Area

Legend:

Coax

Ethernet/ PoE

Legacy Analog Camera

Outdoor IR Box DCS-7513 (FullHD,H.264)