With the deepening of technology, intelligence and civilian use have gradually become the industry's future trend. Then, what is the overall development of the security industry in 2014? What are the characteristics of the market and what are the hot spots that deserve attention? Xiao Bian summed up some ideas for you:
1. Online video service revenue peaked for the first time
Network video will soon surpass the traditional analog devices to become the mainstream of video surveillance. According to an earlier report by Imsresearch “The world market for cctv and video surveillance equipmentâ€, this year's online video revenue will surpass analog devices for the first time.
Since the rapid rise of network HD cameras in 2009, network monitoring has maintained a rapid growth trend. In terms of the security market in 2014, the annual growth rate of IP surveillance cameras has maintained a 30% growth rate, and it also shows that HD surveillance will continue to be monitored in the coming year. Is the main trend, and the market is moving in a more high-definition direction.
Faced with the challenges of network monitoring, analog surveillance, despite its declining market share, still firmly occupies a large market. Can online video products surpass analog technology products in 2014? To be conservative, at least in 2016, I still believe that analog products will still maintain a market share of around 50%-60%. According to Imsresearch's 2013 simulation of 79% market share monitoring, it is possible that by 2018, network monitoring will exceed the analog market for the first time.
Although network monitoring has maintained its growth rate has not subsided, its exposed problems are still minor. One is the bandwidth problem. Although the bandwidth problem can be solved with the commercialization of 4G, it takes a short period of time for 4G to become popular. The emergence of H.265 technology can effectively reduce the bandwidth. Cameras of this technology are also appearing in the market, although the future The outlook is very good, but it is still facing the limitations of external support conditions and technology diffusion time. The second is network security and storage issues. Although the cloud technology can effectively solve the storage problem, the security of the cloud still needs improvement due to the recent ICloud incident.
2, analog monitoring cheap pretty?
In 2014, analog high-definition solutions emerged in an endless stream. Both the Sony 960H and the new generation of HDCVI, HDTVI, and AHD continue to impact, and the analog market is gradually moving toward high-definition. At the same time, it is also thinking why the introduction of HDSDI, which uses coaxial cable transmission for a few years, has not been popularized: The security monitoring market is mainly guided by the price market, and it also confirms the theory of replenishing barrels. To make up for the lack of clarity in analog surveillance requires 'board' rather than 'gold bars'.
There is not much difference between the HD HDCVI, HDTVI and AHD coaxial, but first-come-first-listed has the advantage of first-mover, and the catch-up of latecomers is actually quite hard. Since there is no banner for leading companies, they can only kill low prices. And comprehensively speaking, in the performance is not dominant, late in the world, and was abandoned by the two giants, so AHD should also just hit the 'price card' in order to break the arm to survive. Of course, this also logically explains why AHD is currently more popular in Shenzhen's security market, because manufacturers are more sensitive to prices.
Video surveillance systems are moving toward high definition and networking, and traditional SD simulation will not be willing to quickly withdraw from the market. Under such circumstances, the application value of 960H, HD-SDI, HDCVI, HD-TVI, and AHD will also be highlighted. Out. Although the environment has created such products, the destiny of these new technologies will be hard to come by when the high-definition network becomes mainstream.
3. HD crown crown: H.265
H.265, also known as HEVC (High Efficient Video Coding, HEVC), is a new generation of video compression standard jointly developed by the International Organization for Standardization and ITU. It is mainly used for high-definition digital television and video codec applications. SQICF (128X96) to 4K Ultra HD (7680×4320) video applications at different levels. The goal of H.265 is to increase coding efficiency by 50% over H.264. That is, under the same picture quality conditions, the target code rate drops to 50% of H.264.
The latest H.265 standard basically inherits the framework of H.264. H264 can only implement standard-definition digital image transmission at speeds lower than 1 Mbps because of algorithm optimization; H265 can achieve 720P transmission at a transmission speed of 1 to 2 Mbps (resolution 1280 * 720) Ordinary high-definition audio and video transmission. This means that H.265 is designed to transmit higher-quality network video at a limited bandwidth, while requiring only the original half of the bandwidth to play the same quality video.
The H.265 standard will accelerate the popularization of high-definition products in the security industry, promote the development of ultra-high-definition (4K) products, and will also change the cost structure of video surveillance products. The H.265 standard has four major impacts on the security industry: 1. Bring more high-definition printing points to the front-end; 2. Bring more convenience to storage; 3. Bring faster processing efficiency to transmission; 4. Improve Information sharing efficiency.
4. Is 4K a superstar or a vase?
The rise of 4K has its origin in television display. It can better meet the higher monitoring effect with a resolution of 4096×2160, and it is applied to many domestic monitoring centers. The resolution of 1080P video on the big screen is not keeping up with today's resolution. In the second half of 14th year, corresponding supporting equipments were successively listed, such as 4K cameras and 4K NVRs. Therefore, as of 2015, 4K will make a comeback, a new round of product replacements will soon come, and will take the lead in the application of high-definition industries such as public security and transportation.
Although 4K has a lot of advantages, its system requirements for the entire project are also quite high. The current mainstream coding technology is still H.264 (H.265 coding is not yet mature). Under this coding technology, 4K is used for storage and transmission. The demand will increase exponentially with respect to 1080P. However, in many current monitoring projects, the expenditure for storage has reached more than 50%, and this increase in cost will bring heavy costs to the user. Without solving the cost issues such as transmission and storage, the market will continue to be dominated by 720P and 1080P in the next few years. 4K will mainly be used in higher-demand government areas such as transportation and public security.
5. Chip - Eternal Heart
The industry leader in video compression processing chip, American Anba, has launched a 28-nanometer S2L on the basis of the successful S2/A9 video compression processing chip, and recently introduced an S3 chip. The S3 chip has a dual-core frequency up to 1.2 GHz. ARM Cortex? - A9 CPU floating point and NEON TM as well as dedicated DSP subsystem for ISP, video compression and analysis. The S3 series includes software-compatible system-level chips ranging from 1080@60fps to 4K@60fps video, support for multiple data streams between H.264 and H.265 formats, and transcoding interchangeability. S3's Linux-based software development kit (SDK) allows designers to create IP cameras that provide individual differentiated functionality, including wireless connectivity, cloud services, wide-angle panoramic viewing, image analysis, front-end video, and image transcoding. With the continuous upgrading of market demand for high-definition, more and more manufacturers will continue to launch ultra-high definition network cameras based on S2L and S3 SOC chip solutions.
It is also worth noting that now that he is occupying the low-end market, video surveillance also appears on the H.265 compression chip during the year or next year. Texas Instruments (TI), which previously ranked first, has gradually withdrawn from the field. Its TI365/368 module for the Camera has been discontinued, and TI will continue to maintain the high-end market. However, the estimate for the low-end market will no longer occur. Introduce new products.
Although TI’s number one ranking faded out, Taiwan’s manufacturers such as Zhiyuan and Xintang’s sphere of influence gradually narrowed, Hass occupied most of the security market, but in the face of market saturation, Hass sought In the new areas, the territory will be expanded. It is understood that the camera module manufacturers that currently have traditional mobile phones are talking to the Hass monitoring department and hope to use Hass chips to develop camera modules and apply them to more fields such as toys, home furnishing, and other industrial markets. Not only is the module manufacturer, IPC's planners are also optimistic about the future development of the video module and launch new products. With the wide application of this kind of module products, it will be able to meet the communication requirements based on video interaction in the future. (such as video interactions, video conversations, video searches, etc.).
In addition to Anba, Hass, and TI, chipmakers such as Sotec and New Tanger will continue to introduce SOCs with higher frequency and higher processing power.
6. Is the smart age far from us?
Since the development of the security industry, various network video surveillance technologies have gradually improved. Security monitoring has gradually changed from analog to digital, and its technology is accelerating toward the direction of high-definition, digitalization, intelligence, and integration. However, it is necessary to promote the intelligentization process. Only when the front-end realizes intelligence can a large-scale intelligent application be formed. This will also profoundly affect the entire security industry's development pattern and usher in a long-term progress for security.
In the past Beijing Security Exhibition, the smart IPC and the intelligent IPC became the focus. In the past few years, the smart analysis functions were integrated in the back-end. Now, no back-end analysis is required. The front-end cameras already have these functions. Replaced the use of traditional infrared radio equipment. Identify the content of the monitoring picture, and perform semantic description and best picture capture on it, and then analyze it through the back-end big data platform to replace human thinking and judgment.
The previous safe cities were mainly analyzed and identified by the back-end intelligence. The cost was very high, so they could only be used in small-scale applications and could not really become the basis of big data. The corresponding front end can perform image analysis through smart cameras, reducing back-end pressure and transmission bandwidth. This will help improve the prevention of crimes and increase monitoring efficiency. Afterwards, video surveillance will gradually be oriented from 'price' to 'intelligence'.
7. The future of mobile network monitoring is bright
With the development of network communication technology and the increasing popularity of mobile clients such as mobile smart phones, video surveillance systems are not limited to the use of forensic evidence. Video surveillance has become an important tool for more administrative enforcement and avoidance of risks.
After a violent terror case occurred on the Kunming Railway Station on March 1 this year, several similar cases took place in the follow-up period. The country also paid more attention to the stable work in various regions. Live video footage becomes an important law enforcement tool. Real-time video on the scene can not only be transmitted to the public security command center, but also directly to the mobile phone and PDA in the hands of the nearby patrol car or related personnel. From the perspective of the public security department, any information that can help them better understand the situation on the ground and formulate emergency measures is very useful. From the perspective of industry users, it can better protect their staff and their assets. For robbed bank workers, drivers of hijacked vehicles and principals facing campus emergencies, a more sensitive alarm response system and real-time video messages mean less property damage and casualties.
8. Smart home leads the Internet
At this stage, network video surveillance services are mainly concentrated in government, education, road traffic, public security, financial banking, energy and power, and petrochemical industries. This year, the development of SMEs/home users has started. There are traditional video surveillance manufacturers entering the field of civil monitoring, such as: Haikang fluorite, Dahua shares of Orange, LifeSmart, ibaby, etc.; and millet's 'small ants', Baidu's small eyes, 360 and the East Netcom cooperated with 360 webcams and other internet companies. These products provide home users with excellent monitoring products and solutions, and they can all meet the needs of home users.
At the same time, this has brought great shock to the security industry, because all people can see that this is the entrance of the small security industry to break through the shackles of the industry and expand into the civilian market. At the same time, this is a big market that is partial to IT, so security companies must think twice and consider whether or not to follow the trend into the smart home. Because professional security and civilian security have completely different concerns, not only involves the company's resource allocation, but also make new changes in product planning, service methods and channel establishment. The technical renovation of smart homes will be very fast, and the replacement of products will change with each passing day. This requires companies to have sufficient protection in technology and capital. This strategic adjustment needs to be weighed, and the layout is not in the right direction, which may lead to a full set of losses.
In the smart home camera market price is relatively low, are looking for interest points, the general use of equipment plus operating services for sales model, such as 360 camera price of 149, but the follow-up of cloud storage is the need for operating service fees. Several companies launched the Internet brand is only a preliminary test of water, we dare not invest large-scale, probably because the market has not reached the heat. After all, in this era of "Internetization," everyone said that he could not win.
9. New Power-over-Ethernet Security Protection
The traditional power supply for monitoring and wiring has always been a big problem. In the period of IP video surveillance, network infrastructure support is the focus. The most critical one is power supply. Previous cameras were powered locally but since the introduction of POE, the common form is a Power over Ethernet IP camera.
As early as 2003, IEEE introduced the 802.3AF POE power supply standard. 802.3AF provides 48V/15.4W DC power under the condition of allowing cable loss, and its current supply standard network camera is more than enough. The camera power supply has been widely used.
Not long ago, the relevant international standards organization approved the IEEE802.3at Power over Ethernet (PoE) technology standard (commonly referred to as POE+), enabling the maximum power of the remote power supply via Ethernet to be significantly increased from 15.4 W in the previous IEEE 802.3af standard. 25W. However, this cannot meet the needs of most PTZ cameras on the market. In order to meet the usage requirements of high-power PTZ cameras, some non-standardized POE+ solutions were developed. These solutions use the excellent current handling capabilities of Cat6 (and above) cables or the individually larger PSE modules. In order to solve the transmission distance problem of Ethernet, the feasible range of POE is increased through Ethernet Extender. At present, there is already a transmission distance of more than 700 meters in the market. This Ethernet extension technology will have greater development in the future to meet more power and more distant power supply.
10. Finding the New Blue Ocean
With the development of security manufacturing industry, homogenization competition and price war have caused many security companies to feel the pressure, the polarization of the industry is becoming increasingly obvious, and the market share is also a battalion; the weaker the weaker, in the market competition After surviving and escaping until it was eliminated, the news of the closure of small and medium-sized micro security companies in the Pearl River Delta in the first half of 2014 and the news of debt collection by some companies are the best evidence. For example, Samsung Security was the first to cancel China’s General Motors, and was recently passed on to the Hanwha Group. All the signs are that this year's security market is an unusual year. Are looking for their own breakthrough point.
After years of development, China's security manufacturing has become one of the world's most advanced manufacturers. Shenzhen's manufacturing speed is among the highest in the world. There is a such joke in Shenzhen Huaqiang North. Apple 6 is released in the United States in the morning and can be purchased at Huaqiangbei in the evening. . This indirectly explains the reasons for the closure of small and medium-sized micro security companies in the Pearl River Delta. There is no real technology. Basically all of them are manufacturing processors, and they cannot give a solution.
From the data of listed companies in the first half of the year, it can be seen that business and profits such as Haikang, Dahua, Jieshun, and Infinitu have both grown at a double-digit rate, hardware competition will eventually ebb, and soft power competition will start quietly. These companies have a complete set of solutions, not simply sell the only product. The distribution markets around the world are in the Red Sea, but they are completely different from the distribution market. The project market is still a blue ocean. Understand customer needs and provide solutions to get out of the Red Sea and enter the next blue ocean.
2015 Global Network Video Surveillance Forecast
According to HIS' statistics, analysis and research on the global security market data in the past 10 years, the market for video surveillance products has been growing at a double-digit rate every year. No exception, global market growth in 2015 is forecast to exceed 11%, while the Chinese market is over 14%. Video surveillance can be divided into different markets according to product classification, geographical area and end user type. The growth rate of some of these markets is higher than the average. China's video surveillance accounts for more than 30% of the global surveillance market and has become one of the major markets for surveillance.
Video surveillance product classification: According to the classification of global video surveillance products, network cameras and analog HD market are the fastest growing product type markets. In the market, the demand for network smart cameras, analog HD and home cameras will grow rapidly. The hemispherical shape and gun type infrared integrated network camera are also very popular in the market. For most users, they are the best choice for cost performance.
Types of end-users: The urban monitoring market (Safe City, Intelligent Transportation, Ping An Community, Ping An Campus, etc.) saw rapid growth in revenue in 2014, and this growth will continue in 2015. City surveillance is one of the most compelling applications for video surveillance equipment. High-definition intelligent video images are used as evidence in the investigation of terrorist attacks, riots and public security breach cases, and more and more news organizations broadcast these surveillance images. City surveillance will remain the fastest growing end-user type market in 2015.
Conclusion
In 2014, no matter if it is a joy or a worry, it will end soon. In 2015, the security industry will usher in a new round of development opportunities. We expect that the security industry will achieve greater development in 2015. At the same time, we sincerely hope that all security companies and hard workers engaged in security work will be able to enjoy a bumper harvest in 2015 and create new splendor.