Sub-Assemblies I Sony
Getting a grip on the security market
Yu Kitamura, Strategic Marketing Manager for Sony Video Security and Matthew Swinney, Senior Product Marketing Manager, Sony Image Sensing Solutions talk to Neil Tyler about key trends and issues in the global security market
S
ecurity spending, according to research conducted earlier this year by the organisers of IFSEC and research
specialists Frost & Sullivan, is set for continued growth. Their research found that end-users were seeing a 3 per cent increase in their budgets for video surveillance systems and equipment whilst budgets for access control and security were expected to rise by 2 per cent in 2011-12. Looking beyond the next financial year those questioned said that over the next five years they were anticipating growth of between 4-5 per cent each year. Sony, whose UK head office is based in
leafy Weybridge in Surrey, has played a leading role in developing both the standards and formats which help drive the video surveillance industry forward. Sony develops and manufactures key imaging components and partners with major OEM and system integrators to provide end user imaging solutions. As Matthew Swinney, the company’s
senior product marketing manager for its Image Sensing Solutions division explained to CIE, “Sony Europe's Image Sensing Solutions division offers an extensive camera range for machine vision and production automation as well as cameras for medical and scientific applications and digital imaging systems. Applications range from the very latest in visual and corporate communications to broadcasting, videoconferencing, surveillance and traffic monitoring.”
Sony comprises of three key divisions which promote Sony’s technology across separate fronts. There’s a semiconductor unit which sells core technology such as sensors, DSPs and chip sets which are aimed, for example, at mobile phones and batteries; a Sony branded division, which sells complete branded solutions and you’ll see it at various events such as IFSEC and then there is a third division that sits between these two. It sells solutions to customers and manufacturers such as
16 December 2011/January 2012
camera modules that will then be used in a variety of different end applications ranging from video conferencing and
Electronics takes a similar approach. “The approach enables Sony to sell either its own brand to an end customer, for example to the Safe City project in China, or be part of a competitor’s solution. Effectively it’s a win-win situation for Sony.”
While Sony needs to position itself as a leader in the security market in terms of the technology it can offer, the size of the market is such that from an economic and business point of view the company can’t address the needs of the entire market.
the market. As a result by offering a commoditised product, such as our camera modules, we can cover a much wider mix of markets and take the pressure off the Sony brand to be present everywhere. It’s a model that is generating good business for Sony.
Sony offers a variety of machine vision and visual communication modules. Machine vision modules are available in both analogue and digital interface formats and the company's ultra-compact analogue component video cameras are
security devices to police car applications. It’s a well defined and understood business strategy that is employed by many Japanese businesses, for example Samsung
Components in Electronics
“The market we’re in is segmented and
you are coming up against specialist companies, whether that’s in HD cameras or the more traditional analogue end of
used for industrial vision applications and come in a wide range of monochrome, UV and colour models with innovative trigger functions which deliver high picture fidelity.
www.cieonline.co.uk
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