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Version 1.0 D-Link HQ, Jun. 2011

Sales Guide

DCS-3716 Full HD Day&Night WDR Network Camera

D-Link Confidential

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Before Getting Started – The Model

DCS-3716 is positioned as key model to meet mainstream of business camera that involves many new initiatives:• First 3M & Full HD(1080P) resolution

• Full HD full frame rate video 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 Content

Product Highlight Positioning Overview

Target Market

Selling Point

Competition Analysis Competition Mapping

Sell Against Competition

Image quality Competition

Uniqueness Highlight 3Mega pixel resolution

Technology BriefProduct Deployment Guide

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Product HighlightPositioning Overview

Full HD

1.3MP

WDR

Full HD

DCS-34101/3” D1 CCD, MPEG4, MJPEG, D1 @ 30 fps

DCS-3411 / 34301/4” CMOS Sensor, H.264,MPEG4,MJPEGVGA @ 30 fps

DCS-3715 1/2.7” 2 Megapixel CMOSH.264, MPEG4, MJPEG1080P @ 30fps(Max. 1920x1080 @ 30fps) two-way audioSD slot

DCS-3716 1/2.8” 3Megapixel CMOSH.264, MPEG4, MJPEG1080 @ 30fps(Max. 2048x1536 @ 15fps)WDR, SD slot

DCS-3710 B11/3” 1.3Megapixel CMOSH.264, MPEG4, MJPEG720P @ 30fps (Max. 1280x1024 @ 30fps) 2-way audio, SD slot, WDR

DCS-3112¼” 1.3M CMOS, H.264, MPEG4, MJPEG720P@ 30fps (Max. 1280x1024 @ 30fps)2-way audio, SD slot

DCS-3713 1/4” Megapixel CMOSH.264, MPEG4, MJPEG1080P @ 30fps2-way audio,WDR, SD slotIntelligent Video

DCS-3010 1/4” CMOSH.264, MPEG4, MJPEG720P @ 30 fps Compact, SD slot

(New ID)

HD

WDRFull HD

1.3MP

SanyoExmor

Q1 / 2011 Q2 / 2011 Q3 / 2011 Q4 / 2011 & 2012~[ Mar. 2011 Update ]

Available In Development In Plan

SanyoExmor

SanyoExmor

Pri

ce /

Perf

orm

ance

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• DCS-3716• Day & night

• Built-in ICR

• WDR• H.264• 30fps

• 3M/Full HD

• 2048x1536

• 3Mega Lens

• Computar lens

Product Highlight

Mainstream Full HD H.264 indoor box camera.

WDR for critical light source

Professional high performance mega pixel vari-focal DC iris lens

ROI(Region of Interest) for ePTZ feature can well utilized high resolution.

Local Storage can record video/snapshot at camera side during alarm triggering.

Positioning Overview

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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*

• 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-3716

3 Mega pixel / Full HD

H.264 / MPEG4 / MJPEG

WDR

Indoor application (*with Enclosure can use for outdoor )

PoE

Mega pixel vari-Focal DC irir lens

SD card local storage

Two-way audio

Target Market

1. Sony Exmor 1/2.8” 3Megapixel CMOS progressive sensor2. Real-time H.264, MPEG-4 and Motion JPEG compression3. Full HD resolution (1920x1080) and up to 3M (2048x1536)4. Mega pixel DC iris Vari-Focal 3.1mm(W)~8mm(T) F1.2 CS mount lens5. Built-in removable IR-cut filter for day/night surveillance6. WDR for critical light source7. Simultaneous multi-stream support8. ePTZ9. Privacy Mask feature10.SD local storage for event recording.11. 2-way audio support12. 2 alarm input / 1 alarm output13. Power over Ethernet (PoE)14. 3GPP mobile surveillance15. Built-in Samba client for NAS16.ONVIF Compliance.17.HTTPS allows reliable and secure connection.

IPv6Product Highlight

Selling Point

Table of Content

Product Highlight Positioning Overview

Target Market

Selling Point

Competition Analysis Competition Mapping

Sell Against Competition

Image quality competition

Uniqueness Highlight 3Mega pixel resolution

Technology BriefProduct Deployment Guide

Sony Exmor 3 Mega pixel CMOS 3 Mega pixel high resolution

Uniqueness Highlight

Full HD ( 1920 x 1080 )

3 Mega QXGA ( 2048 x 1536 )

Table of Content

Product Highlight Positioning Overview

Target Market

Selling Point

Competition Analysis Competition Mapping

Sell Against Competition

Image quality competition

Uniqueness Highlight 3Mega pixel resolution

Technology BriefProduct Deployment Guide

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Technology Brief

Video Management• 3M large than Full HD

• H.264

• WDR

• 3 mega pixel lens

• Privacy Mask

• ePTZ

Network Protocol• ONVIF

• HTTPS

Event Management• SD Card storage

Technology Brief

Video Management3M large than Full 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• 2048 x 1536 (3 Mega pixel)

• 1920 x 1080 (1080i/ 1080p)

• 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

Video Management

Technology 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.

Video Management

Technology Brief

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)

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WDR for high contrast light source environment

The Wide Dynamic Range (WDR) function of a camera is intended to provide clear images even under back light circumstances where intensity of illumination can vary excessively. WDR cameras are usually recommended for situations where light enters a premise from various angles such as a multi-window room. A camera placed on the inside of the room will be able to see through the intense sunlight or artificial light coming in.

If an indoor security camera is pointed towards a window or an entrance door, you will see the background washed out during daytime. This is very common situation in restaurants and stores which have big glass windows.

Video Management

Technology Brief

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WDR performance is better then BLC

Wide Dynamic Range (WDR) Technology uses two shutter speeds in alternative video fields, high and normal, and combines these two fields into one frame. It allows every detail to be captured accurately even if one portion is bright while other portions are dark. As a result, combined fields yield a frame of high quality images. Below is a comparison of camera technologies with its video images of Regular, Backlight Compensation (BLC), and Wide Dynamic Range.

Video Management

Technology Brief

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WDR Effect Comparison

In comparison with disable WDR and enable WDR image, WDR displays better color and brightness.

NO WDR IMAGE WDR IMAGE

1200 lux 1200 lux 25 lux 25 lux

Video Management

Technology Brief

Computar 3 Megapixel Vari-Focal Auto Iris Lens

• Focal length : 3.1 mm ~ 8 mm (2.58X Manual Optical zoom )

• Angle of View (HOR) ˚ : 95.9˚(3.1mm) ~ 38.7˚ (8mm)

• Aperture (F) : F1.2 ~ 360

• M.O.D(Minimum Object Distance) : 0.3 m

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Video Management

Technology Brief

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Aspherical lenses for exactly focus

Video Management

Technology Brief

IR Corrective Lenses for exactly Day & Night focus

Day & Night camera normally operate in the near-infrared/infrared zones at night, making the image “out of focus” and unsuitable if used with a conventional lens. IR Lens that utilize a special optical glass material which minimizes light dispersion

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Video Management

Technology Brief

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IR Corrective sample

Image will always focused when both Day and Night.

Video Management

Technology Brief

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• Megapixel lens for megapixel sensor ( camera )

Megapixel lens provide high contract, brightness and sharpness across the entire image plane.

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Video Management

Technology Brief

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Non-megapixel lens will not fully display the resolution of megapixel sensor, especially in corner of image.

Video Management

Technology Brief

Video Management

Technology Brief

Privacy Mask for personal secret Privacy Mask feature allows you to block out certain sensitive zones for privacy.

You can set up to five privacy mask windows in the same screen. Privacy masks will appear on all video streams and recording videos and will overlap with motion detection windows. As seen in the figure below, the masked area does not detect any motion.

Video Management

Technology Brief

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 ePTZ25

Network Protocol

Technology 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

Network Protocol

Technology Brief

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.

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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.

Network Protocol

Technology Brief

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SD Card Storage

SD slot for local storage

Local SD storage for network loss event purpose,

SD 1.1 Maximum capacity 4G Bytes

SDHC 2.0 Maximum capacity 32G Bytes

When video bit rate set 500kbps, 32GB can save 3 days video datas.

Technology Brief

SD Card Storage

Technology Brief

Event recording / backup recording• SD card record supports recording of event trigger from Motion Detection and DI.

Video Clips Snapshot

• DI triggered

• Network lose

• Motion detected

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Content of SD card remote accessible

• SD card content can be read, download by web user interface. User doesn’t need to get data from card.

• Support format function (FAT32)

SD Card Storage

Technology Brief

Table of Content

Product Highlight Positioning Overview

Target Market

Selling Point

Competition Analysis Competition Mapping

Sell Against Competition

Image quality Competition

Uniqueness Highlight 3Mega pixel resolution

Technology BriefProduct Deployment Guide

Application Diagram

Product Deployment Guide

PIR sensor

Buzzer

Pan /Tilt scanner

DI

DO

RS485

DCS-3716

Application Example

Product 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-3716- (3Mega , 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 gate

Perimeter

Security Room

Warehouse

VIP Area

Legend:

Coax

Ethernet/ PoE

Legacy Analog Camera

Outdoor IR Box DCS-7110 (HD,H.264)

Office, Super Market