The rationale behind Panasonic’s attendance at Birmingham’s National Exhibition Centre in May was set in stone long before the present economic disaster hit the UK and, indeed, the world. According to Simon Wright, that rationale was never going to change.
“IFSEC is massively important to us, and the industry at large. There’s no doubt about that,” said Wright in typically forthright fashion. “We need to be in front of key clients from not only the UK but also abroad, and IFSEC is able to provide the glue that binds the whole process.”
Panasonic has commanded a major presence at the show for some years now, taking a huge stand and using the space allocated to show off new kit as well as the Panasonic Premier Integrator Case Studies which the company has had published on an exclusive basis in the pages of Security Management Today (SMT).
There’s always a series of One-To-One interviews with key members of the British press, as well as journalists from overseas. Panasonic has a history of using the event as a launch platform for key technology.
On top of that, the company hosts its annual PPI Awards ceremony – complete with dinner and entertainment for its key customers – at a prime venue in Birmingham city centre’s Broad Street. The awards ceremony is held on the Wednesday night of IFSEC, and always proves to be an excellent evening (unless you happen to be picked on by one of the comedians, that is!).
IP and H.264 technologies in the spotlight
What’s the prime focus for Wright – who holds a PhD in chemistry from the University of Sheffield – and his team at this year’s IFSEC Exhibition, one wonders?
“We’re going to be concentrating on IP and H.264 technology solutions,” said Wright, without a moment’s hesitation. “We really want to show the customers how these systems are developing. SeeTec, Controlware and Milestone will all be on our stand to highlight what they’re doing, too.”
All of this falls under Panasonic’s new PSDN (Panasonic Software Developers’ Network) programme that has been set up to help companies integrate Panasonic products both quickly and efficiently. The programme aims to promote these companies’ server-based solutions to the industry for more end user choice.
Wright – who joined Panasonic back in 1994 at the tender age of 27 – is in accordance with Dr Barry Keepence at IndigoVision in that he feels the UK market for IP solutions is faring pretty well just now.
“The growth in IP is really there,” added Wright, who initially worked as an area sales manager for CCVE looking after the northern territories (including Ireland and Scotland). “It’s beginning to change the style and form of security projects, too, and for the better, it must be said.” That’s refreshing – and pleasing – to hear.
NVRs offer end users more flexibility
In days gone by, DVRs were the limiting factor when it came to system size or configuration, but with the new NVRs end users can increase camera numbers pretty easily, even at a later stage, thanks to a much greater degree of flexibility.
For the most part, NVRs are easier to operate and security and facilities managers – not to mention IT specialists – are beginning to appreciate that flexibility. With recorded image quality that can surpass any analogue DVR, it’s the better quality image that emerges as an end product which has to be the major objective of any new technology development.
“I’ve been speaking to lots of security directors,” suggested Wright, “and they tend to be more interested in system installation and performance, not just bottom line cost. They don’t want to know about coax or Cat 5, to be honest. They want to know what the deliverables are going to be so that they can justify the cost benefit to the Board.”
Wright – who moved to the company’s Bracknell Head Office after 18 months with the company to become UK product manager – goes on to comment: “The interesting thing is that IT specialists aren’t being allowed the same degree of freedom they once had to hijack the security space now that the traditional security companies have a solid, high performance and flexible reply with the NVR platform. Once a security integrator tries it, they realise it’s easy to fit and that it gives them the reliability they know they need having installed kit in a dusty security environment for many years.”
Wright added: “The speed and simplicity of an NVR system compared to a server situation makes it a much easier transition for the security companies and a clear engineering time cost saving. It really is plug-and-play.”
Budgets frozen, projects delayed
Not surprisingly, perhaps, everything isn’t rosy in the security garden. The biggest problem Wright is encountering concerns the fact that budgets are being frozen and projects delayed as economic panic takes hold.
“This really is widespread at the moment. The shelf full of cheaper alternative products has always been there, and some end users will always be tempted to buy from it, but we’re not sitting on our hands.”
Indeed not. Panasonic has just launched the CF102 Series of internal dome cameras in a bid to grab some market share in that lower end space.
According to Wright, the past six months have appeared “rather slow” but thankfully for them IP as a core technology has most certainly bucked the majority trend.
IP is very firmly on Panasonic’s agenda, then, so one wonders what the company’s view is on ONVIF?
“Well, we’ve joined ONVIF as a Steering Committee Partner,” replied Wright, who assumed the role of national sales manager for CCVE from 1998 through to 2002. “I totally agree with its aims and objectives. Once you have configured one product or solution to work on the common protocol and it’s proven in operation, the rest will follow by natural progression.”
Common operating system for end users
Wright has always fought internally for Panasonic to “open up as much as possible” when it comes to common operating systems. This issue has – and continues to be – a tricky one for end users, many of whom would like to replicate the good old days of ‘mix and match’ that was once possible with Hi-Fi systems and mirror that in security for a Best of Breed amalgam.
Panasonic has a history of openness, being one of the very first companies to be totally open with its analogue protocol control information, for example.
“Each product should stand tall on its own merits. That’s the first priority,” eschewed Wright, “but in this day and age we cannot have a situation where end users are not able to pick what they want from several manufacturers because operation on their platform isn’t going to be possible. We desperately need a level playing field, and to knit everything together.”
Europe-wide, then, the security market is tough at the moment. Projects are being delayed, but IP is providing light at the end of what has morphed into a very long tunnel. Prices have dropped in some areas quite dramatically, and the market is perhaps now more competitive and cut-throat than at any other juncture of the past.
At Panasonic, the Yen’s fluctuating rate has been difficult for the company to manage. On top of that, demand for consumer products across Europe has, naturally, tailed off as homeowners tighten their purse strings.
“It’s the same for all Japanese manufacturers,” explained Wright – the occupant of the managing director’s chair at Panasonic System Solutions Europe since 2005. “The Korean manufacturers, on the other hand, have benefited from what’s been going on with the exchange rates in the same way as sterling is helping UK exporters.”
Global restructuring: what’s the real story?
Reports in some of the broadsheets of late have suggested that Panasonic is in the process of shedding anything between 13,000 and 18,000 jobs across its worldwide operation.
The company’s official statement says that, by the end of March 2010, the total size of employee reductions worldwide may reach 15,000 (half of the jobs to be lost will be in Japan, the rest from outside of the company’s home nation).
“Security is still one of the group’s Top 5 strategic product offerings,” added Wright, “and, as such, we will continue to invest and develop. Having said that, we will always review our organisation to ensure it’s as efficient and customer focused as it can be.”
Are there going to be any sweeping changes, then, in terms of personnel numbers and responsibilities? For the time being, all Wright would say is that: “We’re still in the process of reviewing our operations.”
Seems like a clear case of Watch This Space.
Panasonic System Solutions Europe can be found on Stand C10 in Hall 5 at IFSEC 2009
For further information, log on at www.ifsec.co.uk and www.pss.panasonic.eu (dedicated web links are provided on the right hand panel of this page)
