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Sales Guide. Web Smart Switches DGS-1210-28P DGS-1210-20 DGS-1210-28 DGS-1210-52. D-Link HQ, Nov 2011. Outline. Product Overview Product Briefing Advanced Hardware Design Technology Briefing Friendly User Interface D-Link Gigabit Smart Switch Portfolio - PowerPoint PPT Presentation
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Sales GuideWeb Smart Switches DGS-1210-28PDGS-1210-20DGS-1210-28DGS-1210-52
D-Link HQ, Nov 2011
OutlineProduct Overview• Product Briefing• Advanced Hardware Design• Technology Briefing• Friendly User Interface• D-Link Gigabit Smart Switch Portfolio• DGS-1210-28P v.s DGS-1224TP• DGS-1210-20/28/52 v.s DGS-1210-16/24/48
Target MarketProduct Application GuideCompetitive Comparison & Analysis• Competitor Analysis• Key Comparison• Art of War
Gigabit Ethernet Web Smart Switches Model DGS-1210-28P DGS-1210-20 DGS-1210-28 DGS-1210-52
Product Image
Port 24 10/100/1000BASE-T PoE + 4 SFP
16 10/100/1000BASE-T
+ 4 SFP
24 10/100/1000BASE-T
+ 4 SFP
48 10/100/1000BASE-T
+ 4 100/1000 SFPPredecess
or DGS-1224TP DGS-1210-16 DGS-1210-24 DGS-1210-48
• DGS-1210-20/28/52 offer 4 more Gigabit ports compared to current models.• DGS-1210-28P is the latest Gigabit PoE Web Smart switch, offering 24 PoE ports and 4
SFP ports, compliant to IEEE 802.3at1 and af.• IEEE 802.3az EEE (Energy Efficiency Ethernet) compliance. In addition, D-Link GreenTM 3.0
technology allows different steps of power saving based on user-defined time profiles.• Providing a painless migration from IPv4 to IPv6 services and helping customers to
protect the investments.2
• Allowing a variety of management and security functions and with straightforward user interface.
1 Port 1-42 Support in Q4/2012
Product Overview- Product Briefing
Management Security QoS and Voice / Data Integration Advanced Features
• Intuitive Web-based GUI• Up to 10 Web GUI
languages• Compact CLI• Support D-View 6.0• SmartConsole Utility• SNMP• Cable Diagnostics
• D-Link Safeguard Engine
• Access Control List based on MAC and IP address
• Smart Binding• ARP Spoofing
Prevention• DHCP Server Screening• Loopback Detection
• Differentiated Service Code Point (DSCP)/802.1p QoS
• Auto Voice VLAN• Auto Surveillance VLAN• Asymmetric VLAN• Traffic Segmentation
• IPv6 Management*• IPv4/v6 dual stack*• IPv6 ready logo phase
II*• D-Link Green 3.0• IEEE 802.3az EEE• IGMP Snooping to
optimize multicast traffic
Delivering efficient, secure and scalable network without complexity
Product Overview- Product Briefing
* Support in Q4/2012
More Ports: DGS-1210-28P/20/28/52 offer 4 dedicated 1000SX/LX ports instead
of the 4 combo 1000Base-T/SFP ports on current models, and gives more switching capability.
IEEE 802.3at/ af: DGS-1210-28P is a great choice to fit in the environment where high
power PDs and standard PDs are both installed.
Smart Fan Design : DGS-1210-28P and DGS-1210-52 come with a thermal sensor that
can detect the change of environmental temperature and react accordingly. Hence, it utilizes fan’s lifetime and system reliability.
Product Overview- Advanced Hardware Design
D-Link Green 3.0:D-Link provides more Green technology to save your money.– Power saving by Time-based PoE: PoE ports can be turned on/off by port or
system through schedule– Power saving by LED Shut-Off: Powered LEDs can be turned on/off by port or
system through schedule– Power saving by Port Shut-Off: Each port on the system can be turned on/off by
schedule.– Power saving by Port Standby: Each port on the system enters sleep state by
schedule.– Power saving by System Hibernation: System enters hibernation by schedule.
In this mode, switches get most power-saving figures since main chipsets (both MAC and PHY) are disabled for all ports, and energy required to power the CPU is minimal.
– IEEE 802.3az EEE– Power saving by Link Status.– Power saving by Cable Length.
Product Overview- Technology Briefing
New
Product Overview- Technology Briefing
08:00 20:00 07:59
Time
Web SmartDGS-1210
Web SmartDGS-1210
PC PC IP Phone
IP PhonePC
Time ProfileNon-Working Hours
20:01 ~ 07:59
D-Link Green 3.0: Power saving by LED Shut-Off Power saving by Port Shut-Off Power saving by System Hibernation Power saving by Port Standby
●● ●●● ●
LED shut-off when MIS staff is off
PC
Ports enter sleep state when no traffic in 10
minutes, and wake up by any packet
Time ProfileWorking Hours08:00 ~ 20:00
ZZZEach port can be turned off
Switch enters hibernation state
after working hours for max. power saving
By enabling D-Link Port Standby Mode, power can be saved even connecting to non-EEE devices.
D-Link Green 3.0• Users can finish all power saving configurations in one page.
Product Overview- Technology Briefing
D-Link Confidential
Power Saving Standard: IEEE 802.3az EEE- Reduce power consumption during idle1 periods.
EEE is active at below modes:•100Base-TX (Full Duplex)•1000Base-T•10GBase-T•Note: EEE is Not active on fiber ports.
EEE Low Power State
Active Idle Active
Max. PowerMax. Power Max. Power
1 Idle: No data traffic over the Ethernet link2 Average power saving % of DGS-1500 and DGS-1210 series.
Estimated ~40%2 power saving on EEE-capable Web Smart Switch.
Product Overview- Technology Briefing
Product Overview- Technology Briefing
IPv6 Technology1:• Supporting the latest IPv6 technology, the switches need not be
replaced when upgrading to the latest Internet Protocol standard.• IPv6 Ready Core logo phase II certification• IPv6 Management
Support web, SNMP, telnet, SSL, SNTP, Syslog, TFTPv6 client• ACL based on MAC and IPv4/IPv6 address• Supports IPv4/v6 dual stack, DHCPv6 client, ICMPv6 and IPv6 Neighbor
Discovery.
1 Support in Q4/2012
Security:• Smart Binding :
The Smart Binding can discover hosts in the network so that IT staffs can set IP-MAC-Port binding entry at one click, which filter unauthorized accesses easily. The Black List and White List allows for at-a-glance management.
• Access Control List (ACL): Restricts certain users within designated areas of the network and mitigate
malicious traffic in the network• DHCP Server Screening:
Accept legal DHCP server on specific ports• ARP Spoofing Prevention:
Protect the network from being cut off by hackers using faked ARP.• Loopback Detection:
Shut down the affected port or VLAN to prevent packet storm from overwhelming the whole network.
Product Overview- Technology Briefing
ACL & DHCP Server Screening:• ACL to permit or deny traffic based on MAC and/or IP addresses. • DHCP Server Screening to filter rogue DHCP server from user ports to prevent
unauthorized IP address assignment.
Trusted DHCP Server
Rogue DHCP ServerPC1 PC2
I’m DHCP Server
• Sorry, you’re illegal
DHCP Server Packet
Trusted DHCP assignment Packet
DHCP Server Screening
Product Overview- Technology Briefing
ARP Spoofing Prevention:• ARP Spoofing Prevention is to prevent the network from being cut off or
eavesdropped by hackers who use faked ARP to pretend to be PCs, Servers and gateways.
• IP MAC Port• R r 26• A a 2• B b 12• C c 16• …• …
• Router• IP: R• MAC: r
• PC-A• IP: A• MAC: a
• PC-B• IP: B• MAC: b
• PC-C• IP: C• MAC: c
I’m PC-A
Faked ARP- IP: A- MAC: c
I’m Router
• You’re not PC-A
• You’re not Router
ARP Snooping Prevention
Product Overview- Technology Briefing
Faked ARP- IP: R - MAC: c
Loopback Detection:• LBD is used for detecting loops at a network port and automatically shut
down and recover that port without people intervention
• 1. Port-based LBD– Port shut down, no traffic is
allowed
• 2. VLAN-based LBD– Block the traffic from the loop happeningVLAN without shutting down the trunking port
V1
V1
PC1
PC2
V2
V2
Legacy Switch
Web SmartWeb Smart
LoopLoop
Product Overview- Technology Briefing
Finance department
(VLAN 1)
NAS (VLAN 3)
R&D department
(VLAN 2)
Mail/Portal/FTP Server
(VLAN3) • VLAN 1 • VLAN 2
• VLAN 3 (Shared VLAN)
Asymmetric VLAN:• Enable Asymmetric VLAN function to isolate each VLANs (1&2) to reduce
the mutual impact and meanwhile still can access shared resources ( VLAN3) in intranet.
Product Overview- Technology Briefing
Seamless Voice/Data Integration: • Auto Voice VLAN: Eliminates the needs to configure VoIP devices and
gives the highest priority to VoIP traffic automatically.
Auto Voice VLAN
• PC1
• Brand Predefined OUI• Cisco 00-03-6B• 3Com 00-E0-BB• Avaya 00-09-61• …
• PC2
Router Automatically detects VoIP devices by predefined or user defined MAC OUI
• Brand User Defined OUI• D-Link 00-26-5A-C0-34-8B
VoIP traffic from these devices will be in Voice VLAN automaticallyand given highest priority.
Product Overview- Technology Briefing
D-Link
Auto Surveillance VLAN:• All network cameras are recognized and put in the Auto Surveillance VLAN
automatically after the ASV feature is enabled.• They capture video streams that are set to high priority when recording to
the NVR or the VMS server.• You will get smooth video stream when performing local live view and
playback on the NVR or the VMS server.
Web Smart SwitchWeb Smart Switch
Product Overview- Technology Briefing
Auto Surveillance VLAN Video on YouTube:• Introducing D-Link Auto Surveillance VLAN
http://www.youtube.com/watch?v=EOb4sZV74v4&feature=related• Demo Video - D-Link Auto Surveillance VLAN
http://www.youtube.com/watch?v=t1pXxlW5olU• D-Link Auto Surveillance VLAN Training - Scenario 1
http://www.youtube.com/watch?v=IJtJpWUWV8c&feature=related• D-Link Auto Surveillance VLAN Training - Training Overview
http://www.youtube.com/watch?v=20CyH3oFd8c&feature=related
Product Overview- Technology Briefing
A Variety of Management Tools:- Easy-to-use web GUI- SNMP and compact CLI- Intuitive SmartConsole Utility- 10 languages of GUI
English Traditional Chinese Simplified Chinese German Spanish French Italian Japanese Portuguese Russian
Product Overview- Friendly User Interface
• Pre-defined netmask setting. (1)• Clear and simple wizard style with step by step setting. (2)
Product Overview- Friendly User Interface
1
2
2
New
• One Click Setting: - To set up IMPB entries, simply click on “Search” to find out all connected devices, and then select to bind. Or enter a arrange of IP addresses or VLAN ID for a precise scan.
Product Overview- Friendly User Interface
New
• Convergence:- Check at a glance. Show “port list” (ex:1-5) instead of single port (1,2,3,4,5)
Product Overview- Friendly User Interface
New
Old
• Click to select:- A pre-defined pull-down menu for ACL service type for quick configuration.
Product Overview- Friendly User Interface
New New
EasySmart Switch
Feature
SmartPro Switch
P r i c e
DGS-1100 Series
DGS-1500 Series
1 Web/Compact CLI/SNMP/D-view
2 Better Security
3 PoE models
IPv6 Support24
Product Overview- D-Link Gigabit Smart Switch Portfolio
1 Web/Compact CLI/SNMP/D-View
2
Static Route3
Big PoE Budget4
IPv6 Support1
Virtual Stacking (SIM)
DGS-1210 Series
Web Smart Switch
1 Very Cost-effective
2 VLAN requirement
3 Basic Management
4 Basic Security
1 Support in Q2/20122 Support in Q4/2012
5
D-Link Confidential
Functions DGS-1210-28P DGS-1224TPIEEE 802.3at /af PoE portIEEE 802.3af PoE port
420
024
Power Budget 185 Watts 180 WattsMAC Address 16K 8KVLAN 256 256Voice VLAN Yes No
Auto Surveillance VLAN Yes No
Traffic Segmentation Yes No
IEEE 802.3ad Link Aggregation Yes No
IPv6 Management/Ready Logo Yes* No
Loopback Detection Yes (v4.03) Yes(v2.0)
ARP Spoofing Prevention Yes No
Power Saving -D-Link Green 1.0 (by Cable length, link down) Yes Yes
-D-Link Green 3.0 (By LED Shut-off, Port Shut down, Port Standby, System hibernation) Yes No
IEEE 802.3az EEE Yes No
MSRP $899 $899
Product Overview- DGS-1210-28P comparing to DGS-1224TP
* Support in Q4/2012
D-Link Confidential
Product Overview- DGS-1210-20/28/52 comparing to DGS-1210- 16/24/48
1 Support Port list ACL* Support in Q4/2012
Functions DGS-1210-20/28/52 DGS-1210-16/24/48
Port combination 16/24/48 10/100/1000Base-T+ 4 SFP ports
12/20/44 10/100/1000Base-T+ 4 Combo of 10/100/1000Base-T and
SFP portsSwitching Capacity 40Gbps/ 56Gbps/ 104Gbps 32Gbps/ 48Gbps/ 96GbpsACL Rules 2001/2001/450 240/240/240Loopback Detection Yes (v4.03) Yes(v2.0)ARP Spoofing Prevention Yes Yes
Smart Binding Yes No
Traffic Segmentation Yes No
LLDP Yes No
LLDP-MED Yes No
IPv6 Management/Ready Logo Yes* No
Power Saving -D-Link Green 1.0 (by Cable length and link status)
Yes Yes
-D-Link Green 3.0 (By LED Shut-off, Port Shut down, Port Standby, and System hibernation)
Yes No
IEEE 802.3az EEE Yes No
MSRP $355/ $442/$808 $355/ $442/$808
Target MarketTarget Market
• SMB: With easy-to-use switch interface and a variety of management
options, DGS-1210 series is suitable for SMBs who have limited budget but require advanced features.
• Voice/IP Surveillance Ready Network: The Auto Voice VLAN and Auto Surveillance VLAN features
seamlessly integrate with voice/camera network in SMB/Enterprise, delivering high voice/video transmission quality in a designated VLAN.
Product Application Guide- Example
FirewallDFL-860E
SmartProDGS-1500
Web Smart DGS-1210
Web Smart DGS-1210
Web Smart DGS-1210
Web Server
E-Mail Server
FTP Server
IP Cam IP Cam IP Cam IP CamPC PC IP Phone
IP Phone
PC
Access Control ListSmart Binding
DHCP Server Screen
Auto Surveillance VLAN
Green
Features
Auto Voice VLANARP Spoofing Prevention
1G Fiber
1G Copper
IPv6
• Source: Dell’Oro Group Ethernet Smart Web Managed Vendor Table in Mar 2011
Smart switches had a 22% annual growth rate on port shipment in 2010.D-Link ranks NO. 3 with 18.7% market share.
2010 Ports ShareOthers, 11.7%
Cisco, 7.7%
Dell, 7.7%
D-Link, 18.7%Netgear,
21.1%
HP (3Com,H3C), 33.1%
Competitive Comparison & Analysis- Competitor Analysis
Vendor 2009 2010HP (3Com, H3C) 34.8% 33.1%Netgear 19.7% 21.1%D-Link 17.3% 18.7%Top 3 total 71.8% 72.9%
Competitive Comparison & Analysis- Competitor Analysis- DGS-1210-28P
Features
Strength
Weakness
• Only offer 12 PoE ports• Only have 100W power
budget• Only support 802.3af• Only 8K MAC address• No LBD• No Auto Surveillance VLAN• Less Security features• No ACL
• only support 802.3af• Only 4K MAC address• Only 64 VLAN groups• No Auto Surveillance VLAN• No CLI/Telnet• No Power Saving / EEE• Less Security Features
Netgear GS724TP
Cisco SG200-26P
• IPv6 management
• IPv6 ACL• Support MSTP
Price
DGS-1210-28P
Competitive Comparison & Analysis- Competitor Analysis- DGS-1210-28
Features
Strength
Weakness
• No LBD• No Auto Surveillance
VLAN• No ACL• Less Security features
• Only 4K MAC address• No LBD• No CLI/Telnet• No IPv6 management• No Auto Surveillance
VLAN/ Voice VLAN• No Cable Diagnostics• No IMPB• No Power Saving / EEE• Less Security Features
Netgear GS724T
Cisco SG200-28
• Text-view config file• MLD Snooping
• No Auto Surveillance VLAN
• No STP/RSTP/MSTP
• No IGMP Snooping• No ACL• No authentication• No Port Security,
Traffic Segmentation
• Less Power Saving• No EEE
HP 1810G-24G
• Dual image
• MSTP• More CoS configuration• TACACS+• Dual image
MSRP
DGS-1210-28
• Only 8K MAC address
• No Asymmetric VLAN
• No ACL• Less Security
Features• No LLDP/ LLDP-
MED• No Power Saving /
EEE
Dell 2824
• Support GVRP
• No Auto Surveillance VLAN/ Voice VLAN
• No STP/RSTP/MSTP• No IGMP Snooping• No ACL• Less security functions• No LLDP/ LLDP-MED• Less Power Saving• No EEE
TP-Link TL-SG2224WEB
• Only 8K MAC address
• No Auto Surveillance VLAN
• No RMON• No CLI
Huawei S1728GWR-4P
• MSTP
Category Feature D-Link DGS-1210-
28/28P
NetgearGS724T/ 24TP
CiscoSG200-26/26P
PoE PoE ports 24 24 12
Power budget 185 watts 192 watts 100 watts
MAC Address MAC Address table 16K 4K 8K
L2 Features VLAN group 256 64 256
Loopback Detection Yes No No
Spanning Tree STP/RSTP STP/RSTP/MSTP STP/RSTP
Auto Surveillance VLAN Yes No No
Security IP-MAC-Port Binding Yes No No
ARP Spoofing Prevention Yes No No
DHCP Server Screening Yes No No
Management CLI/Telnet Yes No No
Trusted Host Yes No No
ACL MAC/IP based ACL Yes Yes No
Power Saving Power Saving and EEE Yes No Yes
IPv6 Management Yes* No Yes
MSRP $442/ $899 $415/ $850 $446/ $762
*IPv6 management will be supported in Q4 2012Please refer to the Competitive Analysis file for details
Competitive Comparison & Analysis- Key Comparison
WIN
Art of War• Myth:
Why DGS-1210 switches need the additional 4 ports?• Truth:
Cisco SG200 series offer extra 2 combo ports. Netgear GS748T and HP v1810-48 offers maximum 4 fiber ports.
• Counterplot: DGS-1210-20/28/52/28P give 4 more Gigabit ports at the same
price. It is trend to offer more switching capability for the rising
demands of connecting to the Internet through a variety of devices.
Competitor’s new models also offer additional uplink ports.
Competitor Comparison & Analysis- Art of War
Art of War• Myth:
D-Link does not have 48-port Gigabit PoE Smart Switch. Cisco has SG200-26P and SG200-50P PoE switch with competitive prices.
• Truth: Cisco SG200-26P offers only 12 PoE ports with 100Watts power
budget, and SG200-50P offers 24 PoE ports with 180 watts power budget.
• Counterplot: DGS-1210-28P provides 24 PoE ports with 185 watts power
budget, which offers more flexibility for powered device installation.
For SMB customers who have budget limitation, a 24-ports Gigabit PoE model is sufficient in terms of functionality and price.
Competitor Comparison & Analysis- Art of War
Art of War• Myth:
DGS-1210 switches are not competitive when comparing to Cisco SG300 series and Netgear GS700TS series?
• Truth: With Static Route and Virtual Stacking, DGS-1500 switches are
the right match to compete against SG300 and GS700TS switches.
• Counterplot: DGS-1500 series support Static Route and can virtually cluster
32 units and be managed through one IP address.
Competitor Comparison & Analysis- Art of War
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