. . . M A K E Y O U R N E T W O R K S M A R T E R

AXIS 210 and 211 Network Cameraproduct presentation

MG, Apr 16, 2004

A live 210 at Martins house

http://www.mowercam.com:20003/

Userid: root

Password: pass

The AXIS 210

        Superior video quality for professional indoor applications

The AXIS 211

        Superior video quality for professional indoor and outdoor applications

Positioning of the AXIS 210

Pro level

Entry level

Price

Functionality

AXIS 210

AXIS 2120

AXIS 205

AXIS 2100

AXIS 2420

Positioning of the AXIS 211

Pro level

Entry level

Price

Functionality

AXIS 211

AXIS 2120

AXIS 205

AXIS 2110

AXIS 2420

Why develop the Axis 210 and 211 ?

To create a superior professional camera at a new price point

To have a clear path for MPEG-4 Fill the gap in the pro-level camera in

the same price as analogue cameras

AXIS 210 and 211 – target market

Key channels¬ Broad based distributors¬ Catalogs¬ Value Added Distribution ¬ System Integrators

Key markets¬ Most security and surveillance installations¬ All verticals, but retail and education will be the

best fit¬ Higher end SOHO users

Initial offering for the AXIS 210

Price for the AXIS 210: $499 in the US/Asia and 499 Euro in Europe

First release: No MPEG-4 Second release:

¬ MPEG-4 upgrade¬ More image settings¬ More resolutions

Volume availability: End of April 2004

Initial offering for the AXIS 211

Price for the AXIS 210: $799 in the US/Asia and 749 Euro in Europe

First release: No MPEG-4 Second release:

¬ MPEG-4 upgrade¬ More image settings¬ More resolutions

Volume availability: Mid May, 2004

210 front

Glass standard CS lens –replaceable Pgrogressive scan VGA

CCD sensor with crisp clear images

Built-in Video Motion Detection

Status indicator – indicates images taken, may be disabled.

Insert logos in your image – strengthen your brand

100 MIPS processor running Linux for maximum reliability

Customize your HTML pages and download applications

Up to 4 cameras may be browsed from 1 browser

210 Back

Push key to register your IP or factory default

Power and network LED to simplify installation

External power supply (Axis PS-K) for your country 10/100 BaseT Ethernet

connector

IO connector for external devices – External PIR sensor, doorbell e t c

Built in webserver – has its own IP address and webserver

Superior image quality

Progressive scan, ¼ inch CCD sensor – no interlace defects

Optimized signal processing – less noise and better colors

CS lens – an old “C”-type may be used with an adapter

Further documentation on www.axis.com

Fully featured

Advanced event handling Pre-post alarm buffers Built in Video motion detection Multiple methods of video and image

upload (FTP, SMTP, HTTP) Advanced scripting

Feature set

CS mount glass lens – replaceable if needed (F2.0, 4 mm fixed iris)

The superior image quality Fully featured – see next slide Motion JPEG for system integration Up to 30 fps in all resolutions including VGA Range of compression levels and resolutions Connect external devices using I/O Simultaneous support for MPEG-4 and

Motion JPEG, free upgrade in Q3 2004

AXIS 211 adds

Full support for Power over Ethernet, 802.3af

A Varifocal DC-iris lens which gives better light range, from 0.75 – 500 000 lux

Range of resolutions

VGA 640x480 (same as 4CIF NTSC with aspect ratio correction for a PC-monitor)

320x240 (Same as CIF, as above) 160x120 We will in later release add additional

resolutions.

All in various compression levels

Benefits of progressive scan

3 sample images Test case: Outdoor, driving in 20 km/h

using cruise control and high quality lens

AXIS 210 as progressive scan AXIS 2120 as Interlaced 2CIF using AXIS 2400 and analogue

camera

Interlaced example, Axis 2120

An interlaced image – note the double image and lack of clearity

Progressive scan example, Axis 210

AXIS 210 – note the overall clearity

Sample 2CIF simulated AXIS 2120

Note the sharpe edges and low visability of driver. This is whatYou may experience when using a DVR

Insert mask, logo or overlay

Insert mask, logo or overlay

A small area may be security masked (e.g. a certain door)

A logo which enhances the viewing experience

An overlay, e.g. show the normal state. Insert time/date in standard or custom

formats

Some limitations in size apply

New Axis user interface

Easy to take a snapshot Easy to generate “full screen” Easy to make “1/2 or 2x” display

MPEG-4

The 210 is upgradeable to MPEG-4 during Q3 2004 It will support the “MPEG-4 Advanced Simple

Profile” – more advanced level than any of today’s competitors

Transport based on RTP/RTSP – explained in separate presentation

In a system design – Motion JPEG continues to be the most common choice

ADPs will be developing support for MPEG-4 Main difference with MPEG-2 (as in AXIS 230/250S)

is ability to deliver scalable frame rate, better compression and thus lower bandwidth

Advanced event handling

Based on the Axis new platform Range of pre or post alarm functions 1.2 Mbytes event memory – 20

seconds of 4 fps in CIF resolution (15 Kbytes/image)

Continuous upload based on numerous criteria's

AXIS 210 and 211 System diagram

LAN

View cameras over the Internet

Application server for recording of video

AXIS Dynamic DNS Service

Router/SwitchAXIS 210

Network Camera

Internet

Wireless access

Supports Axis applications

Axis Camera Station Axis Camera Recorder Axis Camera Explorer

ADPs will join

Supports Axis HTTP API & developer

components

Full support for all Axis API based applications

Develop custom applications quickly using the Axis Media Control

Supports all the benefits of a network IP based camera system

Axis has the widest range of partners that create applications, more than 150 ADP:s worldwide

Strong security package

IP address filtering User level password protection

NB. Higher security with HTTPS and SSL (e.g. encryption) is not offered at this product level, as with AXIS 241

AXIS 210 vs. Competition

Main competitor: Analogue CCTV with video servers

From the low end: D-link, Panasonic From the high end: Sony SNC3P,

Panasonic NP472, Mobotix

AXIS 210 vs. Sony/Panasonic

Supported by 100’s of third party applications

Highlight the benefits of progressive scan

The Axis 210 comes complete with power supply and stand. The Sony requires external power and stand.

Custom logo and overlay masking

MPEG-4 upgrade

Price. The AXIS 210 is better value for money

Feature set and image quality is comparable

The AXIS 210 against entry level products

Axis – the leader in network cameras and video

The Superior image quality The advanced event handling Support for external I/O A reliable supplier in AXIS which has a full

range of network video products The AXIS API The clean and structured user interface

Competition general

Axis offers the widest product range in the industry¬ Entry level, e.g. the AXIS 205

¬ High end, e.g. the AXIS 230, 2420, Rack Blade Solution

Widest third party application support and open APIs Axis focuses on IP and has no vested interest in

CCTV Axis invented the network camera category with 8

years experience Axis has developed a unique image processing and

compression technology to improve image quality, performance and cost-efficiency

AXIS 210 fills a gap

No direct competitor in it’s price range Comparable video quality to the more

expensive higher end cameras Has all security features required to

compete with low end cameras Ideal for systems where coax is out

and IP is in!

The AXIS 210 vs. AXIS

“2120 image quality” “an improved 2100”

Why AXIS 2120 instead of 210?

Need for: DC Iris lens Modem support Audio Interlaced video Existing installations High frame rate in low light conditions Metal case

But the AXIS 2120 is more expensive

Why AXIS 2100 instead of 210

Need for modem support Need for Audio (Axis 2191) Existing installations The AXIS 210 has a better lens than

the 2100

The AXIS 2100 is less expensive than the 210

AXIS 210 and AXIS 211 family Summary

Extends the state-of-the art in its price class

Positioned in a volume market sweet spot in lower Pro level / upper SOHO

Best value compared to competition Widest application support Superior image quality

Sell, sell, sell