Vision Conference 2010: Samsung aims for 'total security'

19 Feb 10

Samsung is venturing into access control and intruder alarm system development as part of its bid to become a ‘total security company’. Brian Sims reports from yesterday morning’s European Press Conference at The Mardan Palace Hotel in Antalya, Turkey.

By Brian Sims

Samsung is aiming for world domination. Having successfully grouped behind one brand to become Samsung’s security solutions company, the organisation is geared up for “aggressive marketing and sales” (the words of Yoon-Ho Ha, executive vice-president and general manager of said security solutions division) which underpins its bold plan to be the world’s Number One security solutions provider come 2012.

As part of this commercial and technological push, much R&D time and financial investment has been – and is being – ploughed into the production and launch of products in new areas for the company, namely access control and intruder alarms. The idea being that these will sit beside its established standard and burgeoning network solutions to realise a “total security package” for installers and their end users.

Leading the presentations at yesterday morning’s Vision Conference, held at the five-star Mardan Palace Hotel in Antalya, Mr Ha explained: “We want to see Samsung positioned at the forefront of the security market. Our plan is to hit the $1 billion global revenue mark this year, and double that figure within three years. The market is still fragmented, and we aim to take a leading position when it comes to technological momentum by understanding the customers’ needs better than any other company.”

First and foremost, Samsung is expanding its network security product line-up and “developing intelligent functions that will lead the market”. Mr Ha continued: “We’ll use our internal competencies in developing the surveillance robot, access control and video-based door entry systems as well as intruder solutions alongside the traditional video surveillance output.”

Tellingly, Mr Ha added: “The future is not just about predicting what will happen. The future is what we create. We cannot achieve our goals without the collaboration of our partners.” Indeed, partnership would feature as a central thread throughout each presentation.

Overarching strategy and vision

Putting some additional flesh on the bones of Mr Ha’s concise introductory speech, next to the podium was Jake Kim (the well-known and hugely respected managing director of Samsung Techwin in the UK) who was determined to share the company’s overarching strategy and vision with members of the press who’d travelled from all over mainland Europe.

“At the 2009 Vision Conference in Tenerife, we continued the journey we started in 2008. Samsung Security Solutions had a successful year in spite of the difficult economic situation. There were 52 new products launched last year, and I can tell you that we have 170 in the pipeline for 2010.”

In 2009, there were 13 network security products available, but that number will rise to 36 during the next 12 months. There’s certainly no lack of ambition at Samsung to be the serious force in the IP market.

“Samsung is the leading IP brand on a global basis,” added Kim, “and enjoys strong brand power. Product instructions are now being produced in 14 different languages. Our technical support policy will reinforce us as the leader of the pack. I truly believe we can work together with our partners to realise really big benefits.”

In the wake of a snazzy video ‘sting’ of Samsung’s 2009 activities in the security market space, Kim outlined the overall strategy for 2010. “It’s about continuing investment in the brand and the technology, and even better and closer support of our customers.”

Bid to enhance brand power

How will the organisation enhance its brand power? “There was confusion in the marketplace over the two separate Samsung brands, namely Techwin and Electronics,” admitted Kim with refreshing honesty. “Many installers, systems integrators and even some of our closest business partners felt the two entities were in direct competition for business. We saw duplication in technology, manpower, manufacturing and R&D. That’s why we decided to seriously align behind the Techwin brand.”

According to Kim, this will allow the ‘new’ organisation to achieve its vision and goals far sooner than would otherwise have been the case. “Our brand power is getting stronger and stronger now, and that will be cemented by targeted marketing throughout 2010.” More of that anon.

This year will see the introduction of the WiseNet 1 network chip set, as well as the WiseNet 2 chipset for two megapixel delivery and above. “These products will allow us to sit at the leading edge of development,” suggested Kim, who feels that the company boasts “the most competitive imaging technology available” to installers and users alike (including XDR, SSDR, SSNR and the motion detection technology that has been developed).

Focusing once again on the company’s customer base, the UK chief said there’ll be an increase in the number of offices around the globe to boost support levels. In 2010, three more offices will be added: in the Nordic region, north eastern Europe and in south eastern Europe (in turn bringing the total number of offices to ten).

Core technologies and new solutions

Next to the stage was Peter Ainsworth, whom many of you will know to be the European product manager at Samsung Techwin. His remit for the 2010 Vision Conference was to tell all about the backbone, ‘core’ technology and new product line up for 2010 (the latter displayed in one of the hotel’s function rooms for journalists to review later in the day).

In terms of product part codes, the existing codes from Samsung Electronics of yesteryear will be “looked after”. Similarly, in the short term the existing codes from Techwin will also be maintained. “However, as we start to roll-out the integrated products this year, we’ll also be realising an integrated part code system to reflect that,” explained Ainsworth.

He went on to examine the new technology push in detail, beginning with information on the aforementioned DSP chipsets. “If you look at the analogue systems, there’s no way you could employ a standard chip,” opined Ainsworth. “There are so many great features packed in there. 600 lines of resolution, multi-language, coaxial control, SSNR, etc.”

The A1 chipset has been added to with a new controller, wide dynamic range and analytics. Meantime, the top of the range Samsung chipset – the SV-5 – offers 650 lines of resolution. Stuck somewhere in the middle of all that is the aforementioned WiseNet, the network chip and ‘new kid on the block’. 30 Gb SD cards are available for additional memory support.

In terms of thermal imaging, Ainsworth stressed that Techwin had “a great year” in 2009 with its new thermal product offering. “We’re going one stage further now, by bringing in colour rendition to make it easier for users to determine the ‘hot spot’ areas.”

Intelligent video analytics in the mix

Almost inevitably, intelligent video analytics was brought into the mix. In essence, this is all about focusing information delivery towards the operator. “There’s no point in just saying there was motion… What motion? Where was that motion?” said Ainsworth. Samsung is realising area violation. In other words, making sure someone or some thing hasn’t entered a secure zone.

In reviewing DVR developments, Ainsworth was keen to point out that whatever system an end user might want – be it entry level or high end – Samsung Techwin has made sure each basic feature is the same all the way down the line. “There’s no more information to be learned,” he explained, “and operation has been made as intuitive and simple as possible. Indeed, the archiving of recorded material has to be made simple.”

The company makes no secret of the fact it majors on H.264 compression, which Ainsworth rightly described as being “network friendly”. It is “hugely more efficient” than M-JPEG or MPEG-4. Samsung has also added a de-blocking facility.

The subject of ‘Assistance for installation’ is one that’s close to Ainsworth’s heart. “You can pack any product full of features and technology, but if it’s not easy to handle at the installation stage engineers will think twice about whether or not they want to go with it.”

Analogue outputs on network cameras

Leading on from this, Ainsworth brought to our attention Samsung’s network cameras and the fact they have an analogue output. Why?

“I’ll ask you a rhetorical question. How many of you have tried to focus the lens on a network camera? Let me tell you it’s a pretty hard task. We add the analogue output to assist installers in focusing the camera for a sharper image.”

The other reason, apparently, is that those who want to record on a DVR can do so via the analogue output. Similarly, end users preferring to record on an NVR are free to do so.

As stated, Samsung Techwin will be dipping a toe in the access control arena in 2010. Solutions include keypads, RFID proximity systems, fingerprint recognition and also facial recognition and capture. “Let’s stop people from getting in to facilities in the first place. The systems we’re launching will do just that.”

On the intruder alarms front, this year sees the official birth of Samsung ceiling and wall-mounted PIR detectors, twin and quad beam solutions. “We’re also looking at door entry systems, and video phones both with and without handsets. That paves the way for multi-door applications.”

Ainsworth’s next comment was an extremely salient one. “What’s important is not just the technology that sits within these systems, but the type of clothing that’s wrapped around them. We need to cut operators some slack and make systems as simple and intuitive as possible for them to use by adding helpful technology.”

By way of explanation, Ainsworth cited the SCB-3000B ATM camera. “To cut down on fraudulent transactions at cash machines we introduced this camera and, even though it’s so tiny, it still has wide dynamic range. We’re packing small cameras like this full of technology.”

Not surprisingly, there was also mention of full ONVIF support. Explained Ainsworth: “It’s so important that our products are all compatible with the ONVIF standards.”

Developments in recording capability

Ainsworth is obviously excited about recording capability developments, with DVR, NVR and hybrid solutions all on offer to the end user. All are based on H.264 compression. “The major point,” he suggested, “is that when you go up or down a level in terms of kit specification, the installation process is the same. There’s no time wasted trying to learn the rudiments of a system.”

One of the company’s strategies going forward is to increase the number of hybrid DVRs launched in 2009, and there’s also going to be some “fantastic” developments on the monitor side.

For example, the market will see the introduction of the SMT-2231 premium level, 22” LCD screen. “Why have 650 lines resolution cameras if the quality cannot be replicated on the monitor?” asserted Ainsworth. A fair point.

Later on this year, there’ll also be the first Samsung Techwin LED monitor – designated the SMT-2321 – boasting a 23” flat screen. “The cost savings to be made on the power here are enormous,” commented Ainsworth. “There’s something in the region of a 30% reduction. We want to help our customers reduce their environmental footprint as well as their financial outlay.”

The intruder alarm system Roadmap for 2010 includes photo-electric beam solutions. As stated, there are both dual beam and quad beam systems. All are ceiling-mounted and “very smart devices” both aesthetically and ‘intellectually’ speaking when it comes to built-in intelligence.

Interestingly, down the line in 2010 the company is also looking to introduce some fire alarm system products. Watch this space… and www.info4fire.com

Marketing strategy during 2010

The final presentation of the morning was that given by James Smith, the popular European marketing manager at Samsung Techwin, who provided us with a comprehensive overview of the marketing strategy for 2010.

“Following the reorganisation, we are now greater than the sum of our parts and that really does give us the ideal platform to hit that Number One spot,” began Smith in hugely positive and confident tones.

During 2010, the CCTV market is expected to return to genuine growth and, according to Smith, Samsung is already seeing signs of that at the moment. Indeed, European technical manager Gary Fletcher-Moore told me that targets for January had been hit. That being the case, Samsung is extremely well placed to continue along its current developmental path.

Focusing on the European market trends, Smith said that analogue products are in slight decline, while DVRs have remained relatively stable in terms of sales. The big product growth area is in network and IP-based solutions.

“In terms of the network products, there are a number of key markets where we’ll have an involvement this year,” explained Smith. These include healthcare, education, utilities and transport.

Smith mentioned the merger activity in the market last year, making reference to Schneider’s buy-out of Pelco, the merger of GE and UTC and, of course, the strategic alliances formed between Pelco and Cisco, Siemens and Bosch and Milestone joining forces with Honeywell.

“In terms of Samsung Techwin’s security business merging with the electronics arm, the benefit was that both were already Samsung businesses so there’s no new processes to learn. “We can benefit from the synergies, and that was proven in so far as we were already being productive on 1 January.”

Premium products for the mass market

“As a single Samsung security operation, we’re in something of a unique position in that we can offer prestige, premium products suitable for the mass market, all underpinned by competitive pricing structures.” This, apparently, is known in marketing circles as ‘Masstige’ positioning.

With 170 products due in 2010, communicating the various messages will be a challenge, and it’s one that Smith is so obviously relishing.

In Quarter 1, the focus is on mini-domes and DVRs. Come Quarter 2, discussion moves towards the network products, megapixel issues, NVRs and the whole ONVIF scenario. New technology, the DSP chipsets and H.264 developments are to dominate Quarter 3 and then, in Quarter 4, network and analogue speed domes come to the fore.

In 2010, Smith asserted that Samsung will “massively increase” its online presence. On its own site, which is newly launched in six languages, there’ll be plenty of new product data sheets, manuals and images of all the latest system releases for specification purposes. “As soon as one of the many new products hits the marketplace, the information will be on the Internet.”

New initiatives online will include a Members’ Area in which individuals can log on and, for example, receive some product and system-specific training. Indeed, “massively exciting” plans are afoot to conduct training through specialist webinars (webcasts). These are to be launched during the next month. Monthly e-Newsletters are also going to be prominent.

Activities on the road

In 2010, there will be one single Samsung stand at IFSEC, and the company is scheduled to participate in various roadshows, technology days and IP training days. There were around 70 such events in 2009, while “over 100” are planned for this year.

There’s a growing desire to increase the level of local support offered to partner organisations, developing Case Studies, etc that show the company’s capabilities in real life scenarios and educate people in the ways of Techwin technologies. To this end, Smith mentioned various (and impressive) product test results published in Security Installer and online at www.info4security.com

“We’re going to try and exceed our partners’ expectations in absolutely everything that we do,” asserted Smith. “We will be the Number One security brand come 2012 by introducing the best products and technology, and supporting that with the best marketing initiatives. We will turn the vision into reality.”