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Similar a Fundamentals Of Ip – Helping You Pitchv1.1
Similar a Fundamentals Of Ip – Helping You Pitchv1.1 (20)
Fundamentals Of Ip – Helping You Pitchv1.1
- 1. Fundamentals of IP Helping you Pitch for Projects Presented to : IFSEC 2009 12/13th May2009 By Simon Adcock, Managing Director, ATEC Security & Communications Member, BSIA CCTV Section Technical Committee
- 2. Agenda Introduction What is an IP system ? Sales Strategy Is IP Cost-Effective Core Knowledge Competitors Next Steps
- 3. Convergence (its all just data)
- 5. What is an IP CCTV System? IP Connection IP Video Bridge analogue IP transmitters IP Cameras
- 6. A Different Approach to Sales Analogue IP
- 7. A Different Organisational Strategy
- 9. IP and Application Geography
- 12. Whole life cost
- 15. Use of Existing NetworkIs IP the Most Cost Effective Solution? 10 camera system, Island Site No discernable benefit
- 16. Bandwidth and Image Quality factors
- 17. OSI 7-Layer Model Source (Codec) Destination (viewer)
- 18. Packets, Frames and Protocols Packets/Frames IP traffic is divided into packets Multiple packets in an ethernet frame TCP/UDP Protocols TCP – Error checking, data integrity UDP – Fire and forget, time sensitive data
- 19. Switching and Routing Hub, Switch, Routers Hub – Broadcasts on all ports, collisions Switch transmits selectively, less collisions Router – connects networks together Unicast/Multicast Unicast packets – single destination Multicast packets copied at split point Subnets Divide address ranges into smaller networks
- 20. Ports and Firewalls Ports Used to segment traffic Applications use standardised ports E.g. 80 and 8080 for internet Firewalls Provide protection from unwanted traffic E.g by port blocking
- 23. Useful Links
- 24. In a nutshell…………… IP systems use the network as the primary data distribution mechanism IP system design is more complex Different strategy Consultative expert Value and competence Supply chain partnerships Application geography, criticality and system size determine cost-effectiveness
- 25. Thank you for listening Simon Adcock – Managing Director ATEC Security Limited Middlemore Lane Aldridge, Walsall West Midlands, WS9 8SP T : 01922 455 496 M: 07976 455521 F : 01922 743 186 E: simon.adcock@atec-security.co.uk W: www.atec-security.co.uk
Notas del editor
- What is convergence?CCTV systems are designed to collect, transmit and store images.IP is a transmission protocol and since it is so pervasive the investments being made in IP dwarf anything the CCTV industry has yet seen. The CCTV industry is small -our standards have always come from other industries (think PAL, VHS and JPEG) and IP is no differentThe IP revolution is built on developments in 3 key areas. These are :Compression – developments in compression means that image quality gets better as file sizes get smaller. This is essential to the efficient transmission and storage of images.Networks – Faster cheaper network switching and more choice in wide area networks mean that using networks for video data is now cost effectiveStorage – Professional IP video systems require a lot of storage so this element is critical. The capacity of disk drives is continually increasing (2 terabyte drives now)
- Since about 2000 we had been looking at the technology but the image quality available had always been inferior to analogue systems and not suitable for our town centre clients. Nevertheless we were keeping our eye on developmentsIn 2005 we had still no practical experience of IP. I bought the course manuals for a Cisco CCNA course and got down to some intense reading and we installed a number of systems from PI vision but we were heavily reliant upon their expertise.We had discussions with a number of manufacturers and persuaded the six that looked most promising to lend us some codecs and software. We set them up and put them on the bench. We looked at reliability and ease of use of the software and on that basis we selected Indigo Vision. We bought demonstration equipment and setup a mobile demo kit.Less than four years later around 75% of our business is IP, we have installed many systems, the largest of which as over 1200 cameras and we are one of only two Indigo Vision Elite Partners in the UK.
- Selling IP video systems requires a different approach:ANALOGUEAnalogue systems these days have largely become commoditised. Installing one can be as simple as plugging analogue cameras into a DVR and walking away. Electricians and inexperienced installers can do it with ease.Analogue systems are sold to the security buyer who are used to a low-tech approachThe buying decisions are often made on price, and sales people seek to counter this with relationship be-my-mate strategiesThere are a huge number of competitors so we have to be competitive.IPIP systems are comparatively complex to design, specify and configureThe IT manager is now involved in the buying decision and most of them talk technical.Because the buyer recognises the inherent complexity decisions are made on value and competenceThe sales process is consultative, clients need help to make an IP system fit their requirements. The best strategy is to be an expert.We recently completed an IP-based integrated system for a Security Plaza for the Athletes Village. I asked the buyer why had he chosen us for the job, and his response was enlightening:Our competitor, a household name company couldn’t instil our buyer with confidence that they understood the specification. Not only were they substantially cheaper but the buyer had worked with their sales person previously and had a strong relationship. The competitor had the advantage of price and relationship but because the project timescale was tight and success was essential expertise and competence were more important.9.5 minutes to this point.
- So IP systems are more complexWe use a consultative sales approachThis requires that we have deeper product knowledge, and to acquire that we need more training than we are used to. Taking the product out of the box and playing with it until we fully understand it is not an option – we never will. That means the sales team, installation and support teams all need to be trained and that is expensive.To reach and maintain this level of competence on a wide range of IP video systems just isn’t practical. The best approach is to focus on a small number of systemsThis means establishing a strategic partnership. Start with just one software product and move or diversify only as part of a long term plan.This will inevitably mean turning down projects that don’t suit your chosen solution – quoting a new system for that one tender is a tactical move and that isn’t appropriate for IP.
- So how do we go about comparing products/IP video platformsWell, at ATEC we requested equipment for evaluationand bench tested it. Four years ago much of the equipment wasn’t very reliable. We needed equipment that wasn’t going to result in a service call every time we had a transient power interruption or a network loss, and we wanted something that was going to be easy for the user.We wanted a platform that was competitive and had good compression – image quality was important to us, as was the efficient use of bandwidthIP video systems should be modular and easily expandable. This means that we are likely to be mixing new equipment on the same system as legacy kit so a policy of backwards compatibility was essentialWe knew we were making a strategic decision so our partner had to have a strong brand and strong finances to ensure they were going to be around for a long time.Two organisations that weren’t around then were ONVIF and PSIA. Both of these organisations are seeking to implement standards that all IP video cameras and NVR will comply with. ONVIF compliant platforms should therefore be able to view and record any ONVIF compliant camera so a commitment to supporting both of these standards is now an important factor.
- So Is IP cost effective.If the answer was always yes then everyone would be installing IP already and there would probably be no need for this presentationI wrote a paper last year for the BSIA on the benefits of IP CCTV and my most significant conclusion was that single biggest factor was the geography of the applicationProfessional IP equipment has a price premium A single island site normally less than 300m derived the least benefit from an IP video system unless we were using the existing network for transmission (thereby eliminating the need for new cabling)Campus sites such as hospitals or universities require expensive cabling solutions such as fibre due to the distances involved. They often have existing fibre-based IT networks which can be leveraged for CCTV much more cheaply than installing new cabling.In metropolitan schemes the distances increase further and solutions such as wireless and telco products are required for image transmission. IP becomes more attractive because there are few alternatives when the space between camera and control room is not owned by the customerFor regional networks of sites (e.g. rail networks and highways) use of the existing customer networks or telco transmission offer the only realistic transmission options.As the scale of the application gets bigger, so the cost of alternatives increases and the use of IP becomes more compelling
- As part of our BSIA paper we did a costing exerciseA typical 10 camera system for a small commercial premises with one monitoring point, installed from scratch comparing analogue cameras and a DVR with the equivalent IP model and an NVR solutionThe IP system carried a price premium of 25% but there was no real benefit to the client.Some of the other factors that may bias the decision towards IP would be:If the system is mission critical – Many IP systems are designed to accommodate fail-over recording for exampleIf the system is large and/or likely to be expanded frequently then IP systems are designed to facilitate this.If the client is considering whole life costs IP systems are generally more future proof as firmware and sofware in normally field-upgradeableA control point can be set up with a PC and software rather than having to buy an expensive matrix switcherAnalogue wireless transmission is either expensive (Microwave) or cheap and prone to interference. IP wireless transmission can be very robust if lite-licensed frequencies are usedIf we are using an existing network then this can improve the business case substantially, particularly if we have to cross spaces that the client doesn’t own.
- Understanding the concept of bandwidth is one of the most important concepts in IP, and especially where video is concerned. Bandwidth is the rate of information flow and video is one of the most bandwidth-hungry applications on the network. It is essential to design a network with sufficient bandwidth and to do so we must be able to estimate it accurately.Manufacturers will produce bandwidth calculators but when we are using motion-dependent compression such as MPEG determining the bandwidth used by a camera or video stream is not a precise art. In fact experience and trials are essential to getting it right and bandwidth calculators should be taken with a pinch of salt.The frame rate, Capture resolution type and degree of compression all have an effect on the amount of bandwidth.There is however a fixed relationship between the average stream bandwidth and the amount of storage required.Once we know the bandwidth of a stream to be recorded (in Mega bits per second) we can divide by 8 and multiply by the retention period to obtain the amount of storage.
- When we are designing systems or speaking to clients there is quite a lot to know. All we have time for here is a high level overview but a working knowledge of the some fundamental concepts will put you ahead of most sales people in the security industry.The OSI 7 layer model provides an overview of how networks work. Traffic originates from an application (e.g. a codec application) and passes down through the 7 layers, transits the network and when it reaches it’s destination moves back up the 7 layers to arrive at it’s destination (e.g. a viewing application)
- Packets - Video is divided up into packets at the IP layerTCP and UDP are two alternative protocols used for transmission of data. TCP incorporates error checking and mechanisms for missing packets to be re-sent. It is generally not appropriate for viewing live video but essential for ensuring that recorded video is a bit for bit copy. UDP is often referred to as “fire and forget”
- What is the difference between a hub, a switch and a router - A hub receives information from one device and broadcasts it to all connected devices. Other than for testing the use of hubs for video networks is to be avoided. A switch directs traffic more efficiently. It reads the destination address for piece of data and sends it only to that address. As a result it can handle multiple “conversations”A router is required to send traffic from one network to another.Unicast/Multicast – Unicast packets have a single destination. If multiple users want to view a camera this can be inefficient as the device sends multiple copies of the stream eating bandwidth. Multicasting can send a single packet which is then copied to different users.Subnets are a means for organisations to segment a defined range of IP addresses into separate sub-networks. If subnets are used then IP addresses which appear to be on the same network may not be.
- Ports – IP uses ports to segment traffic. Some applications use standardised ports (like port 80 for web traffic)Firewalls provide security to networks. The protect from unwanted external traffic, for example by blocking traffic on certain ports. When installing an IP video system on a clients network we need to be sure that the ports used by our system have been opened.
- Who will your competitors be :The average level of IP knowledge within security systems installers is still poor. A surprising number of businesses still have no brand loyalty and hence no depth of knowledge. Customer service and margins suffer as a result.The IT industry see CCTV as moving video across a network and their camera knowledge is often limited to bolting a web-cam to the wall. They frequently don’t understand operational requirements, such as camera positioning and the size of a subject within the scene. They often don’t have any visibility of CCTV standards such as BS8495 (digital recording) or BS8418 (detector activated CCTV)
- So how do you go about getting skilled up for IP?One option is to invest in formal training. At the very least the technical leads for your organisation – those responsible for designing, installing and supporting systems – should be trained in this way.Once a choice of manufacturer has been made then they will probably insist on training your staff. This will be system specific, they generally won’t want to teach you the basics of IPYour distributor may run IP courses and it is worth talking to them in the first instance
- This slide contains some useful links for those wishing to venture into IP CCTV.The PSIA and ONVIF web sites have lists of compliant companies and this is a good place to start when looking for a partnerThe HOSDB operational requirements manual is just as relevant for IP systems. We need to keep in mind the purpose of each camera.Tavcom Training have an excellent range of IP video courses including CCTV over IP and the more advanced networking master class.Cisco’s have a range of courses which provide a good foundation for networking and are recognised by the IT industry but are biased towards Cisco productThe British security Industry Association have a number of useful publications providing guidance to installers and end users on IP systems.