Sony I Sub-Assemblies
Its visual communication modules include Pan/Tilt/Zoom remote video cameras which are mainly used in remote shooting, videoconferencing, security and webcasting applications. All Sony’s block cameras can be integrated into dome applications, low vision, photobooths, police cars and videoconferencing products and a range of high-end 3CCD colour video cameras are used for applications such as broadcasting, machine vision, medical and traffic monitoring. According to Yu Kitamura, Strategic Marketing Manager for Sony Video Security, the company is seeing very strong growth in the IP and HD markets and as a result Sony is looking to drive that market forward. “We want to see the market move from analogue to IP and then on to HD,” he explains. According to Kitamura Sony “wants to continue developing innovative security solutions that fit a broad range of budgets and security requirements.”
Managing complex systems Managing complexity is a major issue when dealing with upgrades to existing systems.
“Just a few years ago, “Swinney explains, “if you went to IFSEC, most companies would have been selling analogue product. The advent of HD TV, digital camcorders and the like in the consumer segment demonstrated to users of CCTVs the benefits of filming in more clarity and we’ve seen a ground swell in terms of the adoption of better technology.”
Over the last three years Sony has helped drive the migration to high definition surveillance technologies but is also very aware of what the end user actually needs.
“For example, does an end-user, a supermarket, really need 3D capable technology?” Asks Swinney. “In terms of using 3D there are significant advantages whether that is in terms of analytics or better depth perception but in this market it is about knowing what the customer really needs as opposed to selling to the manufacturer.”
“At this years IFSEC,” comments Kitamura, “we unveiled a range of standard definition cameras that we’ve aimed at entry-level and mid-range Network Video Recorder (NVR) markets. We think they will meet the needs of customers working with smaller budgets and will suit those looking to roll out small-scale monitoring applications.” “The strategy we employ looks to
address the needs of end customers and manufacturers alike. As a technology leader we need to drive aspirations and promote new technologies but at the same time ensure that they are affordable,” says Swinney.
“I used the example of a supermarket
before but while they may want to upgrade their cameras they may not want, or need, to move to an IP network. That is certainly the case for an existing customer or application. “There are certainly different tiers of customer each with their own requirements and ambitions. All of them will be looking for a good quality solution
at an affordable price but some will be more open to new technologies. A manufacturer may want to be at the forefront in terms of developing technologies so we have to be able to deliver a solution that matches that particular aspiration.” Sony sells directly to its customers as well as through distributors. The bigger the company the more likely it will deal directly with them.
“In terms of the security market at the moment I have to have what I can only describe as a multi-faceted regional head. “ Swinney goes on to explain what he means. “What the UK wants is not the same as France or China, for that matter. In Europe the market is a mature one and the existing infrastructure can be a problem if you’re looking to replace or update the technology in use. Adopting a new platform will require extensive re- engineering of current platforms and that‘s a problem. It’s also the key difference between Europe and new and emerging markets. The latter can start with IP from day one.“
The adoption of new technology
requires a more integrated approach when it comes to IT. IP is the desired approach but that is subject to whether the solution can deliver the consistency the customer is looking for.
Another key question that has to be
considered by companies is how do you justify an upgrade; what is the return on investment? “Return on investment is important, especially in the climate we’re all operating in today. Looking at the retail
environment will more cameras help reduce shrinkage? That outcome can be measured quite easily; but if you are looking at general security for an office building I think it is a lot harder to answer the return on investment question. While everyone would accept the need for it, how do you measure it? “ asks Swinney. While the market in the UK is growing
it isn’t performing as well as other European markets. From a components perspective Sony’s customers in the UK operate on a global scale so they will look to differentiate by working in the US or China should business fall back in the UK. “The world has got a lot smaller and
the European market has got a lot more competitive,“ according to Swinney. “In the past a lot of manufacturers operated here in Europe but now a lot of production has gone to Asia and for those businesses still in Europe it’s a lot tougher.”
Companies like Sony are seeing a major surge in business in China with plenty of projects up for tender. South America is also emerging as a key market. “The market we sell into is worldwide and you have to be able to work in multiple locations. To be successful companies not only have to be diversified in terms of the products they manufacture and sell but they need to look at the markets they sell in to. For manufacturers in the Far East Europe remains a huge and very attractive market, even compared to some of the fastest growing emerging markets, and that means competition can only get more intense going forward.” ■
www.cieonline.co.uk
Components in Electronics
December 2011/January 2012 17
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48