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Version 1.0 D-Link HQ, May. 2012

Sales Guide

DCS-7010L HD Mini Bullet Outdoor Network Camera

D-Link Confidential

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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.

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Before Getting Started – The Model DCS-7010L are positioned as new generation of consumer camera

that involves many new initiatives:

• First HD H.264 PoE Outdoor bullet type as all-in-one model.• Full Function with 10m IR/ICR/TV out/Audio interface for 7/24 surveillance demand.• IP-66 Weather proof for outdoor application • Robust housing • Support -25˚ ~ 50˚C• 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 Head Competition Sell Against Competition

Technology Brief

Product Deployment Guide

Product HighlightPositioning Overview

•HD

•HD

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

•PT / Fixed Dom

e•

Outdoor

• DCS-5211L/DCS-5222L• ¼” CMOS

H.264, MPEG4, MJPEG• 720P @ 30fps • Two-way audio, Micro SD slot

PoE (DCS-5211L), • 11n , WPS (DCS-5222L)

• DCS-6010L • Fisheye 360°/180°• 1/3.2” 2Megapixel CMOS• 1600x1200 @ 15fps• 11n , WPS• Built-in MIC/Speaker, Micro SD slot• mydlink enabled

•Fisheye

• DCS-7010L• 1/4” 1 Megapixel CMOS

H.264, MPEG4, MJPEG 720P @ 30 fps10Meter IR, IP66

• Micro SD, PoE• mydlink enabled

• DCS- 6005L • 1/5” CMOS,• H.264/MJPEG

VGA @ 30 fpsOne-way audio

• 11n, WPS, 5Meter IR, ICRmydlink enabled

• [ Mar. 2012 Update ]

Available In Development In Plan

• New ID

•HD•

Outdoor

•Day/Night

•Day/Night

•Day/Night

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• DCS-7010L• Weather

Proof

• PoE

• Cloud Service

• HD 1280x7

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• IR / ICR

Product Highlight

Mainstream HD H.264 all-in-one outdoor cube camera.Compact design that suit for all environments.HD resolution as new industry-standard (aspect ratio: 16:9) provides a

significant advantage over competition with future-proof advantage.

Positioning Overview

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Product Highlight

DCS-7010L+ HD Reolution+ H.264+ 2-way audio+ Micro SD

Target Market+ IR / ICR+ PoE + IP66 weather proof + Support -25˚ ~ 50˚C

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

1. mydlink portal support 2. Triple codec (H.264, MJPEG, MPEG-4) supports all VMS integration.3. 1/4” 1Megapixel progressive CMOS sensor4. Build-in fixed lens 4.3mm, F2.05. HD 720p, (max 1280 x 800). 6. 10M IR LED for no light7. ICR for Day & Night8. ONVIF Compliance.9. IPv6, QoS, CoS equipped for advanced transmission.10. Support ePTZ 11. Local Micro SD slot support both SD 1.1 and SDHC 2.0 storage card12. 2-way audio support13. IP-66 Weather proof 14. Built-in Samba client for NAS15. Privacy Mask feature16. Supports multiple access list17. HTTPS18. operating temperature -25˚ ~ 50˚C

IPv6Product HighlightSelling Point

Table of ContentProduct Highlight

Positioning Overview Target Market Selling Point

Competition Analysis Competition Mapping Head Competition Sell Against Competition

Technology Brief

Product Deployment Guide

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Technology Brief

Video Management• HD• H.264• IR LED• Privacy Mask• ePTZ

Network Protocol• mydlink Service• ONVIF• IPv6• HTTPS

Local Storage• Micro SD slot

Easy for install Outdoor Application

• -25˚ ~ 50˚C• Weather proof

Video ManagementHD 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

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.

Video ManagementTechnology 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)

Video Management

•Technology Brief

IR Illumination• With IR LED Lens(850 nm, for 10 meter distance ), you can customize your

surveillance application to enable low light or night vision video streaming• Patent of the light leak prevention for the built-in IR LED

• 0 lux with IR on • 0 lux without IR

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Video ManagementTechnology 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 ManagementTechnology 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 ePTZ16

•Technology Brief

mydlink •mydlink portal offers a simple and easy solution to access your camera from anywhere around the world via internet. You can remotely monitor your home over the network using a standard web browser

Login mydlink portal anywhere • 17

• DCS-7010L

Network Protocol

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

Network ProtocolTechnology Brief

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, and is the soon-to-adopted standard for the upcoming mass Internet devices era, including mobile computing, and digital home entertainment, etc.

• The DCS-7010L supports only the pure IPv6 and IPv4 network, where any 6to4 tunnel was not supported.

Below the screenshot from Advanced web interface

Network ProtocolTechnology 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.

Network ProtocolTechnology Brief

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.

Micro 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 data.

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Local Storage

Local StorageTechnology Brief

Event recording / backup recording• Micro 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 Micro SD card remote accessible • Micro SD card content can be read, download by web user interface.

User doesn’t need to get data from card.• Support format function (FAT32)

Local Storage

Easy for install Bracket for easy install

Uniqueness Highlight

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Operating temperature -25˚ ~ 50˚C Weather proof – IP 66

Outdoor application

• “6” – Powerful Water Jets

Table of ContentProduct Highlight

Positioning Overview Target Market Selling Point

Competition Analysis Competition Mapping Head Competition Sell Against Competition

Technology Brief

Product Deployment Guide

Application DiagramProduct Deployment Guide

Application Diagram

PIR sensor

Buzzer

DI

DO

DCS-7413

DCS-7010L

Application ExampleProduct Deployment Guide

PoE Switch- DES-1228P

Fixed Box- DCS-3710 B1- DCS-3112- (1.3M, 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 bullet- DCS-7010L (10M IR)

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

Perimeter

Security Room

WarehouseOffice

Legend: Coax wireless Ethernet/ PoE

Legacy Analog Camera

PoE Cube camera DCS-2210(Full HD,H.264)

Wireless N Router - DIR-615

HD Wireless N Cube camera DCS-2132L(HD,H.264)

Home living room