“The biggest and most important exhibition in the security industry’s calendar” is how Yu Kitamura describes IFSEC.
Given that this comment emanates from the European marketing manager of electronics giant Sony you’d have to agree that’s some accolade.
“We choose to attend the National Exhibition Centre in May each year because the show gives us an opportunity to appeal to the maximum amount of visitors,” continued Kitamura. “We can reach so many installers, integrators and consultants, and explain all of our latest solutions developments to them.”
Upbeat about the market
Kitamura is overtly upbeat about this year’s event, which runs from 16-19 May, but why in particular?
Simple. Sony feels that, during the past 12 months or so, the market has recovered somewhat in the face of ongoing recession. Indeed, Kitamura suggested to me that there is now “very strong growth” in the IP and HD markets. That’s great to hear.
“Our key focus, Brian, is to drive the market from analogue to IP and then on to HD solutions,” he explained without hesitation. “We also have a keen eye on the whole convergence equation.”
Consequently, at this year’s event the company plans to showcase no less than four all-new HD/Full HD PTZ cameras. Those who visit Sony’s stand will also be able to check out the latest additions to its analogue and Networked Security Recorder (NSR) ranges.
The company will be unveiling a range of standard definition cameras aimed at entry-level and mid-range Network Video Recorder (NVR) markets.
“The NVR products should realise both hybrid and full IP security solutions for end users who are perhaps working with smaller budgets,” explained Kitamura. “They’re pretty much ideal for small-scale monitoring applications.”
Sony aims to introduce an “industry first” IP over Coax (IPoC) HD camera – a new category of network camera, the ‘Hybrid Camera’ – to the market in the latter half of this fiscal year as part of its line-up of security cameras.
With this camera, customers will be able to find a way to migrate from analogue to IP/HD smoothly and without throwing their existing investment away.
Preparations for the show
Sony Professional’s preparations for the show typically start at least three months in advance of the NEC opening its doors to the public.
This time around, the company has committed 25 people to the cause: some from the UK operation, others from the Benelux region, eastern Europe and France.
In terms of who Sony Professional Solutions Europe is wishing to target from an audience point of view, a key focus this year is once again the end user and consultant. That said, Kitamura told me there’s also a desire to reach out to what he branded as “second tier installers and integrators”.
Kitamura stressed that 2010 was “a milestone year” for Sony Professional. He explained that the company had “set itself apart” as a leader in HD and actively supported the switch from analogue to IP.
Now, it seems, Sony Professional’s all about bringing the myriad benefits of HD, hybrid and full IP solutions to the entry-level marketplace.
“We want to continue developing innovative security solutions that fit a broad range of budgets and security requirements,” urged Kitamura.
Tracking down leads and the “common demand”
Like many other companies, Sony’s immediate post-show focus rests squarely on tracking down those all-important leads.
With the launch of new camera ranges and two new NSR products in 2011 it’s fair to say that Sony’s offices and factories around the globe will remain busy in the months ahead.
Also, Kitamura is a big believer in what he termed “a common demand” when it comes to exhibitions like IFSEC.
“The specifications in the brochures only tell the visitor so much,” he confirmed. “The physical product is vital. That’s why it would be good if the IFSEC organising team could arrange an arena where products from different companies might be compared on a like-for-like basis.”
Kitamura continued: “We could have an organic picture quality ‘shoot out’ at the event involving the major manufacturers, testing CCTV cameras under normal light, dark and backlit conditions.”
He feels this would be beneficial for end users. It’s certainly an interesting and thought-provoking suggestion.
To cement its credentials in the HD space, Sony Professional will also be running workshops and seminars throughout the show covering HD video security solutions aimed at the retail sector and city surveillance.
CCTV Camera Equipment of the Year Award
For good measure, Sony Professional has been announced as a finalist in this year’s IFSEC Security Industry Awards.
The company’s SNC-ER550 camera featuring x28 optical zoom offers HD images with “the largest optical zoom in the industry”.
Kitamura explained: “The SNC-ER550 offers clear and crisp HD images at long distances. Until now, most of the optical zoom PTZ cameras available in the HD IP camera market have been less than 20 times optical zoom. This limits the usage of HD in outdoor applications such like city surveillance projects, at airports and ports and at stadium and car parks.”
With the Sony technology ‘breakthrough’ of x28 optical zoom with HD (720p) resolution, most of these outdoor applications will now become a reality.
“Also, 360 degree endless pan rotation and a 210 degree tilt-up mechanism give this camera further flexibility to watch the scene anywhere around the camera without limitation,” enthused Kitamura.
Another key technology breakthrough for Sony is ‘Real Colour’ capturing. Traditionally, under the sodium-based street lamp environment CCTV cameras capture the image as the human eye would, showing everything in red or orange hues. In turn, it’s almost impossible to describe the colour of, say, a vehicle if it’s dark blue or grey in colour.
“With the ‘Real Colour’ feature,” said Kitamura, the camera can capture the real colour of the object even under sodium street lamps. This will bring evolutional picture quality improvements for outdoor applications where colour identification can be crucial to understanding and resolving an incident.”
The SNC-ER580: x20 optical zoom
Meantime, the SNC-ER580 boasts x20 optical zoom. This 1080p camera offers Full HD images.
These cameras boast exactly the same functionality as the SNC-ER550, but are characterised by Full HD (1080p) resolution and x20 times optical zoom.
“Depending on the end user’s preference for higher zoom or resolution priority, the choice is available to them,” said Kitamura.
These cameras will be on show at the NEC, but will they win this category at the IFSEC Security Industry Awards Dinner (to be held on the first night of IFSEC 2011? Only time will tell…
So, with four additional HD/Full HD PTZ camera ranges on show next week, Sony has now renewed its surveillance line-up. A wide portfolio with 32 HD/Full HD cameras in the bank provides end users with a great amount of choice.
You need to see these systems for yourself, so visit the NEC and check them out.
Sony Professional at IFSEC 2011
Hall 4 Stand J10
