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Version 1.0 D-Link HQ, Nov. 2011

Sales guide DCS-5211L HD Day/ Night PT Network Camera DCS-5222L HD Wireless N Day/Nigh PT Network Camera . Version 1.0 D-Link HQ, Nov. 2011. 1. Before Getting Started – The Guideline. Objective: Allow OBU to understand why introduce this new model (SKU)

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Version 1.0 D-Link HQ, Nov. 2011

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  1. Sales guideDCS-5211LHD Day/ Night PT Network CameraDCS-5222LHD Wireless N Day/Nigh PT Network Camera Version 1.0D-Link HQ, Nov. 2011 1

  2. 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.

  3. Before Getting Started – The Model • DCS-5211L/ 5222L is positioned as key model to meet mainstream of consumer camera that involves many new initiatives: • Megapixel (1280x720) resolution and full frame rate video camera. • Equipped with HD +H.264 spec mix as one of major product range. • Apply the Advanced web interface. • One of the key attraction for channel development and project penetration thanks to its popularity and competitive pricing.

  4. Table of Content • Product Highlight • Positioning Overview • Target Market • Selling Point • Competition Analysis • Competition Mapping • Sell Against Competition • Technology Brief • Product Deployment Guide 4

  5. Product Highlight Positioning Overview • Available • In Development • In Plan HD DCS- 5211L / 5222L ¼” CMOSH.264, MPEG4, MJPEG 720P @ 30fps (H.264) two-way audioPoE (DCS-5211L)11n , WPS (DCS-5222L)PIR, 5Meter IR, MicroSD slotRemote Controller mydlink-enabled DCS-5230 ¼” 1.3MP CMOSMPEG4, MJPEG1.3M @ 10fps (MJPEG) two-way audio 11n, WPS, MicroSD slot 5Meter IR, PIR sensor mydlink-enabled (DCS-5230L) Desktop PTZ Q1 / 2012 Q2/ 2012 Q4 / 2011 Q3 / 2011 [ Aug. 2011 Update ] 5

  6. Product Highlight Positioning Overview • Mainstream HD H.264 PT camera. • Extensive scope monitor (Motorized P/T) • Security in low lux environment (ICR) • Improvement of mechanical design (Pan-Tile range) 6

  7. Product Highlight Target Market Megapixel H.264 Micro SD card local storage ICR PoE (DCS-5211L) Wireless N (DCS-5222L) Indoor/ Outdoor application (with Enclosure) DCS-5211L DCS-5222L • Baby room for parents 24H watching • Rest home for sons and daughters remote viewing • Security of supermarket and convenience store • Kindergarten for remote watching • Club and dance hall monitor • Plaza in building viewing • People who has a baby in house • People who has pets in house • People who has patient or the aged in house • People who does not the IT background 7

  8. Product Highlight Selling Point • Triple codec (H.264, MJPEG, MPEG4). • 30 FPS (Full frame rate) of Megapixel (max 1280x 720) • True day & night by IR-cut filter (ICR) with 5M IR coverage • PIR motion detection • Micro SD card support • Send Snapshots and Video to FTP or via E-mail • UPnP & DDNS support for network configure • mydlink portal support • Supporting features • 1 / 4” Megapixel progressive Scan CMOS sensor • Two-way audio support • Power over Ethernet (PoE)(DCS-5211L only) • WPS support (DCS-5222L only) • Wireless 802.11n connection(DCS-5222L only) • 3GPP mobile surveillance • IR Remote controller • Enclosure : DCS-71P (DCS-5211L) • DCS-71W(DCS-5222L) • IP66 , Heater, Blower 8

  9. Table of Content • Product Highlight • Positioning Overview • Target Market • Selling Point • Competition Analysis • Competition Mapping • Sell Against Competition • Technology Brief • Product Deployment Guide 9

  10. Technology Brief • Video Management • H.264 • IR Illumination • Portal • mydlink portal • Event & Recording Management • PIR • SD Card Storage 10

  11. Technology Brief Video Management • 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. 11

  12. Technology Brief Video Management • 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: MPEG4 (same bit rate 512k) MJPEG (same bit rate 512k) H.264 (same bit rate 512k) * Picture source: Vcodex White Paper: An overview of H.264 12

  13. Technology Brief Video Management • IR Illumination • With IR LED Lens(850 nm, for 5 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 13

  14. Technology Brief Portal • 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 DCS-5211L DCS-5222L mydlink Enter the URL in your browser to view your IP camera 14

  15. Technology Brief Event & Recording Management • PIR (Pyroelectric InfraRed) • PIR can detects people, animals due to temperature changes, and working by sense of body’s temperature • They detect a change in the difference between the signals and give a binary output • When the PIR sensor detect the change, then it will trigger the digital output or snapshot and recording 15

  16. Technology Brief Event & Recording Management • SD Card Storage • Image data can be stored without a network connection simply by inserting an Micro SD memory card into the camera. • Different resolution for the recording options. • User can decide to stop recording or overwrite older recordings when storage is full. 16

  17. Table of Content • Product Highlight • Positioning Overview • Target Market • Selling Point • Competition Analysis • Competition Mapping • Sell Against Competition • Technology Brief • Product Deployment Guide 17

  18. Product Deployment Guide Application Diagram PIR sensor DCS-5211L DCS-5222L DI DO Buzzer 18

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