Version 1.0 D-Link HQ, May 2012

1

Version 1.0 D-Link HQ, May 2012

Sales Guide

DCS-7413 Full HD Day&Night Outdoor Network Camera

D-Link Confidential

2

Before Getting Started – The Guideline Objective:

• Allow OBU to understand why introduce this new model (SKU)• A clear and solid set of points to lead for product sales/ selling• To be equipped with knowledge on how to sell against key competition• Recommendation of associated SKUs for target segment

Suggestion for OBU by using this Sales Guide:• Sense the sales opportunity

See if the spec meets the past and current project demand.• Kickoff, enhance channel recruitment by this unique new model

Use this unique new model to attract channel partner to up the sales.• Forecasting from channel partner

To learn the run-rate from competitor’s model by consulting with channel partner who currently carry and sell that competitor’s model.

3

Before Getting Started – The Model DCS-7413 is positioned as key model to meet mainstream of

business camera that involves many new initiatives:• First Full HD(1080P) resolution day & night fixed outdoor camera.• Equipped with Full HD+H.264 spec mix as one of major product range.• One of the key attraction for channel development and project penetration thanks

to its popularity and competitive pricing.

Table of ContentProduct Highlight

Positioning Overview Target Market Selling Point

Competition Analysis Competition Mapping Sell Against Competition

Uniqueness Highlight Easy for install Local storage I/O interface

Technology BriefProduct Deployment Guide

Outdoor

DCS-71101/4” 1 Megapixel CMOS H.264, MPEG4, MJPEG 720P @ 30 fps (max.1280x800 )15Meter IR, ICR, IP66

DCS-75131/2.8” 2Megapixel CMOSH.264, MPEG4, MJPEG1080P @ 30fps30Meter IR, ICRWDR, IP66, SD slotRemote focus, P-Iris

HD

DCS-74131/2.7” 2Megapixel CMOS H.264, MPEG4, MJPEG 720P @ 30fps (1080P@ 15fps)30Meter IR, ICR IP66, SD slot

Full HD

Full HD

Q1 / 2012 Q2 / 2012 Q3 / 2012 Q4/ 2012

WDRSonyExmor

Product HighlightProduct Highlight-Positioning Overview

Available In Development In Plan

6

• DCS-7413• PoE

• 802.3af

• Day & night

• 30M IR, ICR

• IP-66• Weather

proof

• H.264 FullHD

• 1920x1080

• Temperature

• -40~50°C

Product Highlight

Mainstream Full HD H.264 outdoor day & night fixed camera.ROI(Region of Interest) feature can well utilized high resolution. Local Storage can record video/snapshot at camera side during alarm

triggering. IP66 weatherproof certified for outdoor application.

Product Highlight-Positioning Overview

7

Product Highlight

Retail Residential Commercial Education Healthcare Government

• All entrances• Security zone• Public corner• Warehouse• Car Park

• All entrances• Garden and

backyard• Perimeter• Public corner• Private garage• Car park• Outdoor sport

area

• All entrances• Lobby• Security zone• Public corner• Warehouse• Factory plant• Loading dock

• All entrances• Outdoor field• Public corner• Perimeter• Warehouse• Roof

• All entrances• Lobby• Security zone• Car park• Public corner• Perimeter• Warehouse• Roof

• All entrances• Lobby• Security zone• Public corner• Perimeter• Warehouse• City surveillance

DCS-7413

Full HDH.264All-in-one modelOutdoor applicationIR Illumination (30M)PoEIP66

Product Highlight-Target Market

• 1/2.7” 2 megapixel progressive CMOS sensor• Real-time H.264/ MPEG-4/ MJPEG• Max. resolution Full HD 1920x1080 at 15 fps• Simultaneous streams• 30 Meter IR for no light• ePTZ for virtual PTZ operation• Megapixel fixed lens f=4.3mm, F=2.0 • 2-way audio support (half-duplex)• IEEE802.3af• SD/SDHC card slot for camera side storage• IPv6, QoS, CoS equipped for advanced transmission.• Privacy mask• Advanced event management• Multicast video/audio stream• Samba client for NAS• Multiple access lists• Unified D-Link SDK• ONVIF compliant• IP-66 weather proof• Built-in heater and fan for -40°C ~ 50°C operation temperature

IPv6Product HighlightProduct Highlight-Selling Point






Uniqueness Highlight - Easy for install Bracket for easy install

Uniqueness Highlight

Uniqueness Highlight – Local Storage Local SD slot to support SD/SDHC


SD card slot for event recording at camera side as a redundant storage

Uniqueness Highlight – IO interface I/O Interface


DV12V outputAlarm InputAlarm Output

AC24V Reset Video out DC12V Audio InputAudio Output






14

Technology Brief

Video Management• Full HD• H.264• ePTZ• Day & Night surveillance

Network Protocol• ONVIF• IPv6• HTTPS

Event Management• SD Card storage

Video ManagementFull HD ResolutionHD, the High Definition video is commonly been adopted as mainstream video standard from vast video categories, such as digital TV, computer monitor, gaming, filmmaking, and also video surveillance.• Pixel of HD

• 1280 x 720 (720p)• 1920 x 1080 (1080i/ 1080p)

• Aspect Ratio: 16:9• End-to-end resolution

• Video quality is ensure from camera to monitor as same high quality only by HD.

• Except HD, all other resolution, even higher megapixel ones will end up with letterboxed, pillar-boxed, window-boxed from viewing.

• Future-proof standard• HD is the mainstream which outpace even

the non-HD megapixel range.

Technology Brief

Source: en.wikipedia.org/wiki/File:Vector_Video_Standards2.svg

http://en.wikipedia.org/wiki/File:Vector_Video_Standards2.svg

Video ManagementTechnology Brief

H.264 Advantage• H.264, aka MPEG-4 Part 10, or MPEG-4 AVC (Advanced Video Coding), becomes the

mainstream compression technology since 2010.

• Better video quality than MPEG-4 with far less bit rate (approx 50% less, 80% less than M-JPEG).

• Thus, less bandwidth and less storage are required, best suit for limited bandwidth and long term storage.

* M-JPEG and MPEG-4 are widely known as mainstream compression for years, and still the dominant for many video management systems nowadays, but obviously, the trend is embracing H.264 as majority for next move.


H.264 Quality• The improved compression performance of H.264 comes at the price of greater

computational cost. H.264 is more sophisticated than earlier compression methods and this means that it can take significantly more processing power to compress and decompress H.264 video.

• A video frame compressed at the same bit rate compared as below figures:

* Picture source: Vcodex White Paper: An overview of H.264

MJPEG(same bit rate 512k)

MPEG4(same bit rate 512k)

H.264(same bit rate 512k)


ePTZ• Thanks to digitalization, ePTZ allows

user to zoom in to target area or object to see more detail than normal viewing.

• In addition, click and drag to move the closer view to any other area from the original image is easy and simply on your finger tip.

• Especially suit for HD and above.Full view of video

Pan, tilt and zoom to bottom left by ePTZ Pan, tilt and zoom to bottom right by ePTZ18


IR Illumination• DCS-7413 equipped with 30Meter IR illumination which is aimed to create a clearer

night vision that extend the night time performance.• Below is the comparison of on and off that the IR illumination performed.

Distance to object:30 meterEnvironmental lighting: 0.6Lux (outdoor)

(LED OFF, Day mode) (LED ON, Night mode)

Network ProtocolTechnology Brief

ONVIF standard• ONVIF, the Open Network Video Interface Forum, is an open industry forum for the

development of a global standard for the interface of IP-based physical security products.

How you can benefit from ONVIF • A global interface standard will make it even easier for end users, integrators,

consultants and manufacturers to take advantage of the possibilities offered by network video technology.

Visit ONVIF official website for more detail: www.onvif.org

http://www.onvif.org/


IPv6• IPv6, Internet Protocol version 6, as upcoming generation of internet layer protocol

for packet-switched networking which will relief the exhaustion of IP address from current IPv4.

• IPv4 address is going to run out in 2011.• DCS-7413 supports IPv6 to meet coming demand.

• Source: IPv4 Address Report

• IPv4• 232 addresses• IPv6• 2128 addresses

http://www.potaroo.net/tools/ipv4/

http://www.potaroo.net/tools/ipv4/


HTTPS for network security• HTTPs, the Hypertext Transfer Protocol over SSL/ TLS (Secure Socket Layer and

Transport Layer Security), which is used to provide a secure identification by encrypted connection between web server and client.

• HTTPS is normally used in transaction of payment or access of confidential information with URL begin with “https://” at port 443, instead of HTTP at port 80.


HTTPS (cont.) The HTTPS cannot be enabled if there is no certification on the device. There are three possible ways make you can enable the HTTPS, create

certificate request and upload the certificate file which is signed by third party already, create self-signed certificate automatically and Create self-signed certificate manually.

SD Card StorageTechnology Brief

Video Clips Snapshot

• DI triggered

• Network lose

• Motion detected

Event recording / backup recording• Micro SD card record supports recording of event trigger from Motion Detection

and DI.






Product Deployment GuideApplication Diagram

PIR sensor

Buzzer

DI

DO

DCS-7413

Application ExampleProduct Deployment Guide

PoE Switch- DES-1228P- DES-1210-28P- DGS-1210-10P

Speed Dome- DCS-6815 (18x)- DCS-6817 (30x)- DCS-6818 (36x)

Fixed Box- DCS-3715- (Full HD, H.264)

Video Encoder- DVS-210-1 (MPEG-4)- DVS-310-1 (H.264)

9-ch NVR Appliance- DNS-722-4 (Basic)- DNS-726-4 (Pro)

VMS Software- DCS-210 (8 ch,

upcoming)- DCS-220 (32 ch)- DCS-230 (64 ch)

IP SAN Storage- DSN-1100-10 (Tower, 5-Bay, 4GbE)- DSN-2100-10 (2U, 8-Bay, 4GbE)- DSN-3200-10 (3U, 18-Bay, 8GbE)

Outdoor Box- DCS-7410 (30M IR)- DCS-7510 (50M IR)

Outdoor Dome- DCS-6510 (VGA, H.264)- DCS-6511 (1.3M, H.264)

Entrance gatePerimeter

Security Room

Warehouse

VIP Area

Legend: Coax Ethernet/ PoE

Legacy Analog Camera

Outdoor IR Box DCS-7413 (FullHD,H.264)

Documents

Version 1.0 D-Link HQ, May 2012