Version 1.0 D-Link HQ, May. 2012

1. Sales Guide DCS-7010L HD Mini Bullet Outdoor Network Camera Version 1.0D-Link HQ, May. 2012 D-Link Confidential

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-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.

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

5. Product Highlight Positioning Overview • Available • In Development • In Plan Day/Night Outdoor HD DCS-7010L 1/4” 1 Megapixel CMOS H.264, MPEG4, MJPEG 720P @ 30 fps10Meter IR, IP66 Micro SD, PoE mydlink enabled Outdoor Day/Night HD DCS-5211L/DCS-5222L ¼” CMOSH.264, MPEG4, MJPEG 720P @ 30fps Two-way audio, Micro SD slotPoE (DCS-5211L), 11n , WPS (DCS-5222L) HD Day/Night PT / Fixed Dome Fisheye DCS- 6005L 1/5” CMOS, H.264/MJPEGVGA @ 30 fpsOne-way audio 11n, WPS, 5Meter IR, ICRmydlinkenabled DCS-6010L Fisheye 360°/180° 1/3.2” 2Megapixel CMOS 1600x1200 @ 15fps 11n , WPS Built-in MIC/Speaker, Micro SD slot mydlink enabled New ID Q2 / 2012 Q1 / 2012 Q3 / 2012 Q4 / 2012 [ Mar. 2012 Update ]

6. Product Highlight Positioning Overview • 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.

7. Product Highlight Target Market + IR / ICR + PoE + IP66 weather proof + Support -25˚ ~ 50˚C + HD Reolution + H.264 + 2-way audio + Micro SD DCS-7010L Retail Residential Commercial Education Healthcare Government All entrances Garden and backyard Perimeter Public corner Private garage Car park Outdoor sport area All entrances Security zone Public corner Warehouse Car Park 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

8. 1. mydlink portal support 2. Triple codec(H.264, MJPEG, MPEG-4) supports all VMS integration. 3. 1/4” 1Megapixel progressive CMOS sensor 4. Build-in fixed lens 4.3mm, F2.0 5. HD 720p, (max 1280 x 800). 6. 10M IR LED for no light 7. ICR for Day & Night 8. 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 card 12. 2-way audio support 13. IP-66 Weather proof 14. Built-in Samba client for NAS 15. Privacy Mask feature 16. Supports multiple access list 17. HTTPS 18. operating temperature -25˚ ~ 50˚C Product Highlight IPv6 Selling Point

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

10. 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

11. Technology Brief Video Management HD Resolution HD, 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. Source: en.wikipedia.org/wiki/File:Vector_Video_Standards2.svg

12. 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.

13. 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

14. Technology Brief Video Management • 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 14

15. Technology Brief Video Management • 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.

16. Technology Brief Video Management • 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 ePTZ

17. Technology Brief Network Protocol • mydlink • mydlinkportal 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-7010L Login mydlink portal anywhere 17

18. Technology Brief Network Protocol • 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

19. Technology Brief Network Protocol • 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

20. Technology Brief Network Protocol • 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.

21. Technology Brief Network Protocol • 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.

22. Local Storage • 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. • Micro SD slot for local storage Local SD storage for network loss event purpose

23. Technology Brief Local Storage • Event recording / backup recording • Micro SD card record supports recording of event trigger from Motion Detection and DI. Video Clips Snapshot

24. Local Storage • 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)

25. Uniqueness Highlight Easy for install • Bracket for easy install

26. Outdoor application • Operating temperature -25˚ ~ 50˚C • Weather proof – IP 66 • “6” – Powerful Water Jets

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

28. Product Deployment Guide Application Diagram Application Diagram PIR sensor DCS-7010L DI DCS-7413 DO Buzzer

29. Product Deployment Guide Application Example Wireless N Router - DIR-615 HD Wireless N Cube camera DCS-2132L(HD,H.264) Outdoor bullet • DCS-7010L (10M IR) Home living room Perimeter PoE Cube camera DCS-2210(Full HD,H.264) PoE Switch • DES-1228P Outdoor Dome • DCS-6510 (VGA, H.264) • DCS-6511 (1.3M, H.264) Office Warehouse Fixed Box • DCS-3710 B1 • DCS-3112 • (1.3M, H.264) Security Room Legacy Analog Camera Video Encoder • DVS-210-1 (MPEG-4) • DVS-310-1 (H.264) IP SAN Storage • DSN-1100-10 (Tower, 5-Bay, 4GbE) • DSN-2100-10 (2U, 8-Bay, 4GbE) • DSN-3200-10 (3U, 18-Bay, 8GbE) VMS Software • DCS-210 (8 ch, upcoming) • DCS-220 (32 ch) • DCS-230 (64 ch) 9-ch NVR Appliance • DNS-722-4 (Basic) • DNS-726-4 (Pro) Legend: Coax wireless Ethernet/ PoE