By Simon Adcock, Managing Director,

ATEC Security & Communications

Member, BSIA CCTV Section Technical Committee

Fundamentals of IP

Helping you Pitch for Projects

Presented to : IFSEC 2009

12/13th May2009

Agenda

• Introduction

• What is an IP system ?

• Sales Strategy

• Is IP Cost-Effective

• Core Knowledge

• Competitors

• Next Steps

Introduction

What is an IP System?

Sales Strategy

Is IP Cost Effective?

Core IP Knowledge

Competitors

Next Steps

Convergence (its all just data)

Key Drivers (why convergence is happening now)

Compression Networks Storage

Transmission of data is why IP exists

CCTV requires transmission of images (data)

“Technological convergence refers to a trend where some technologies having distinct functionalities evolve to technologies that overlap, i.e. multiple products come together to form one product, with the advantages of each initial component”

Introduction

What is an IP System?

Sales Strategy

Is IP Cost Effective?

Core IP Knowledge

Competitors

Next Steps

ATEC IP Journey

2000

• Analogue CCTV experts primarily town centre CCTV, rail, commercial

• Started looking at IP technology

2004

• A few IP systems installed with PI Vision

• Initial Training CISCO CCNA manuals

• First IP system trials and partnership with Indigo Vision in 2005

2009

• IP CCTV accounts for 75% of CCTV Sales

• Our largest IP system has over 1200 cameras on 63 sites and records 1.3 billion images per day

• Indigo Vision Elite Partner

Introduction

What is an IP System?

Sales Strategy

Is IP Cost Effective?

Core IP Knowledge

Competitors

Next Steps

What is an IP CCTV System?

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IP tra

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IP Video Bridge

IP Connection Introduction

What is an IP System?

Sales Strategy

Is IP Cost Effective?

Core IP Knowledge

Competitors

Next Steps

A Different Approach to Sales

Simple, low tech

Sell to security

Price

Relationship selling

Be competitive

Complex, high tech

Sell to IT and security

Value and Competence

Consultative sell

Be an expert

Analogue IP Introduction

What is an IP System?

Sales Strategy

Is IP Cost Effective?

Core IP Knowledge

Competitors

Next Steps

A Different Organisational Strategy

Strategic supplier

partnerships

Increased complexity

Consultative sales

Deeper product

knowledge

Need training

More product

focus

Introduction

What is an IP System?

Sales Strategy

Is IP Cost Effective?

Core IP Knowledge

Competitors

Next Steps

Comparing Equipment

Trial the equipment

• Bench test/Field Trial

• Distributor Advice

Look for:

• Reliability

• Ease of Use

• Price competitive

• Image quality versus bandwidth

• Modular system, easily expandable

• Backwards Compatibility

• Strong Brand, Awards/Case Studies

• ONVIF (Open Networks Video interface Forum) – Sony, Axis, Bosch

• PSIA (Physical security Interoperability Alliance) - Cisco

Introduction

What is an IP System?

Sales Strategy

Is IP Cost Effective?

Core IP Knowledge

Competitors

Next Steps

IP and Application Geography

Island Site (<300m)

(Office, Factory)

Campus Site (300-1500m)

(Hospital, University)

Metropolitan (1.5 – 10Km

(Town Centre, Port)

Regional (>10Km)

(Rail Network, Highways)

Cost of alternatives increasing

Introduction

What is an IP System?

Sales Strategy

Is IP Cost Effective?

Core IP Knowledge

Competitors

Next Steps

• Mission Critical Systems

• Large (expandable) systems

• Whole life cost

• Multiple control points

• Reliable Wireless Transmission

• Use of Existing Network

Is IP the Most Cost Effective Solution?

• 10 camera system, Island Site

– No discernable benefit

Introduction

What is an IP System?

Sales Strategy

Is IP Cost Effective?

Core IP Knowledge

Competitors

Next Steps

Bandwidth and Image Quality factors

Introduction

What is an IP System?

Sales Strategy

Is IP Cost Effective?

Core IP Knowledge

Competitors

Next Steps

Bandwidth

Frame Rate

Capture resolution

Compression

Scene Motion

Bandwidth

(Mb/s)

Retention period (s)

8Storage

(MB)

OSI 7-Layer Model

Introduction

What is an IP System?

Sales Strategy

Is IP Cost Effective?

Core IP Knowledge

Competitors

Next Steps

Source (Codec) Destination (viewer)

Packets, Frames and Protocols

• Packets/Frames

– IP traffic is divided into packets

– Multiple packets in an ethernet frame

• TCP/UDP Protocols

– TCP – Error checking, data integrity

– UDP – Fire and forget, time sensitive data

Introduction

What is an IP System?

Sales Strategy

Is IP Cost Effective?

Core IP Knowledge

Competitors

Next Steps

Switching and Routing

• Hub, Switch, Routers

– Hub – Broadcasts on all ports, collisions

– Switch transmits selectively, less collisions

– Router – connects networks together

• Unicast/Multicast

– Unicast packets – single destination

– Multicast packets copied at split point

• Subnets

– Divide address ranges into smaller networks

Introduction

What is an IP System?

Sales Strategy

Is IP Cost Effective?

Core IP Knowledge

Competitors

Next Steps

Ports and Firewalls

• Ports

– Used to segment traffic

– Applications use standardised ports

– E.g. 80 and 8080 for internet

• Firewalls

– Provide protection from unwanted traffic

– E.g by port blocking

Introduction

What is an IP System?

Sales Strategy

Is IP Cost Effective?

Core IP Knowledge

Competitors

Next Steps

Exploit Competitor Weaknesses

Security Industry

• Weak understanding of networks

• Still buying and selling tactically, low tech, low knowledge

IT Industry

• See CCTV, Access control as just another network application

• Don’t understand operational requirements

• Limited knowledge of standards

Introduction

What is an IP System?

Sales Strategy

Is IP Cost Effective?

Core IP Knowledge

Competitors

Next Steps

Sources of Knowledge

Formal Training Courses/Publications

• Not manufacturer dependent

• transferrable knowledge

Manufacturer Partner

• System specific

• Manufacturers will expect some general IP knowledge

Distributor

• May run introductory courses

• Can offer a range of manufacturers

Introduction

What is an IP System?

Sales Strategy

Is IP Cost Effective?

Core IP Knowledge

Competitors

Next Steps

Useful Links

Interoperability

• http://www.psialliance.org/

• http://www.onvif.org/

Operational Requirements

• http://scienceandresearch.homeoffice.gov.uk/hosdb/

Training

• http://www.tavcom.com/

• http://www.cisco.com/cisco/web/UK/index.html

Standards

• www.bsia.co.uk

Introduction

What is an IP System?

Sales Strategy

Is IP Cost Effective?

Core IP Knowledge

Competitors

Next Steps

In a nutshell……………

• IP systems use the network as the primary data distribution mechanism

• IP system design is more complex

• Different strategy

– Consultative expert

– Value and competence

– Supply chain partnerships

• Application geography, criticality and system size determine cost-effectiveness

Thank you for listening

Simon Adcock – Managing Director

ATEC Security Limited

Middlemore Lane

Aldridge, Walsall

West Midlands, WS9 8SP

T : 01922 455 496

M: 07976 455521

F : 01922 743 186

E: simon.adcock@atec-security.co.uk

W: www.atec-security.co.uk