Video Surveillance gets 3D!

Aditya Khemka,
CEO & Director,
Aditya Infotech Ltd. (AIL)

How does Aditya look at the security as a business vertical?

Security is a major focus of Aditya Group, besides other verticals like IT, Audio, Video, animation.

Security and surveillance is our separate business unit that comprises sales, service and technical team and solution experts. The industry in the last four years has expanded dramatically and we see tremendous growth in the coming years also. Even some residents have started getting awareness towards the importance of security gadgets such as Video Door Phones. Though there is a lot of difference in the way people think today, but I will still say a long way to go, it is just a small beginning.

Today, AIL prides itself to have more than 20 major brands in our security portfolio, including Samsung, CP PLUS, Hi Focus, Dahua, vPinnacle and Maximus, to name a few.

How are you bringing value to the distribution of security equipments?

The value gets added from the pre-sales level where our services starts with guiding the partners/integrators in choosing which product/solution to opt for, help in repairing the product even after the expiry of warranty period and scrapping the product in an environment-friendly manner. We have our own offices at more than 45 locations with more than 2,000 resellers who work with us across the nation and help us expanding and positioning our 25 principal brands. We usually do large-scale projects by ourselves where we are the face to the customer. However, we still strengthen our channel partners by involving them in such projects. Aditya Solution division has a team of experts who design solutions based on the need and then execute even most intricate Security solutions to the optimum satisfaction of the customers, with value-for-money proposition. 

Due to our robust service and support infrastructure, Aditya Care is already well positioned to provide the best Service & Commissioning Support through a toll-free number 1800-103- 5666 and technical support centre that operates from 9am to 9pm, Monday to Saturday. We also have interactive online chat and e-mail facilities to address all the queries when a customer purchases any product and also post-purchase technical support requirements. In addition, we have our own R&D in Taiwan for product creation and product designs are all our team in Hong Kong and China, plus an R&D centre in Germany. Today, we are shipping some of our brands to almost 50 countries across the globe.

Channel partners and integrators are our strong arm that we need to strengthen them on a regular basis. Hence, AIL has been taking several initiatives to encourage them to sell not only the products but a complete solution to the customers. Not only that, AIL has set up CCTV Zones at partner's shops in order to impart training to CCTV integrators from surveillance experts.

What is the state of the Indian surveillance market compared to the other APAC countries?

If we compare ourselves to the largest market China, India being the second-largest population, we are probably 20 times behind them in terms of deployment of security. As per the market analysis of 2010, the total market for video surveillance in Asia was estimated to have been worth over $3.3 billion in 2009 and is estimated to grow at a CAGR of 15.2 per cent to be worth over $6.7 billion in 2014. In addition, the network video surveillance market in India is currently valued at US$26.1 million and is poised to grow to US$89.2 million by 2013. India has the second-highest forecasted growth in Asia with a CAGR of 22.1 per cent, as per the IMS 2010 Asia report.

What are the upcoming technology trends?

It is observed that surveillance has become a serious concern for SMEs, shops as well as residential complexes, apart from the large companies. The government, in general, has been observed to be the biggest segment in terms of volume demand. PSUs are also a vertical with significant demand.

In the last few years, technological advancement in video surveillance has helped in shaping the industry. Consistent with the ongoing demand from heightened security needs, the video security market continues to experience a technology transition from relatively passive analogue CCTV video systems to more sophisticated network-based IP video solutions that include integrated analytics.

Now, 3D technology has started penetrating in video surveillance market. The key benefit that 3D offers to the security industry is depth perception. Secondly, wireless surveillance technology will surely interest end-user industry as it reduces the cost of infrastructure when compared with the traditional trenching and laying of cables. Wireless technology can also be used in temporary video surveillance installations to provide a degree of flexibility that a wired solution just cannot offer. In these days of austerity, moving cameras when and where you need them is a more attractive option than buying new cameras. Thirdly, HDCCTV will be a strong trend as its perfect and best-suited solution for wide area surveillance. 

Syeda Beenish
beenish@varindia.com