Sales Guide

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


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.


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.



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.


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


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


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


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.


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.


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


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


http://www.youtube.com/watch?v=EOb4sZV74v4&feature=related

http://www.youtube.com/watch?v=t1pXxlW5olU

http://www.youtube.com/watch?v=IJtJpWUWV8c&feature=related

http://www.youtube.com/watch?v=20CyH3oFd8c&feature=related

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)


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.


New

• Convergence:- Check at a glance. Show “port list” (ex:1-5) instead of single port (1,2,3,4,5)


New

Old

• Click to select:- A pre-defined pull-down menu for ACL service type for quick configuration.


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.


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.


Documents

Sales Guide