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SURVEILLANCE MARKET IS POISED FOR HIGHER GROWTH IN INDIA

ATT000011. What is the state of surveillance market in India compared to other countries in terms of penetration of technology and usage?

Well, according to 6WresearchIndia, Video Surveillance market is expected to reach Rs 5,717.64 cr (US$952.94 million) by 2016, with a CAGR of 32.49%. It is expected to top $ 2.4 billion by 2020. Currently, though analog based surveillance systems have accounted for majority of the share of nearly 68% in the overall market, yet IP based surveillance systems are expected to grow with relatively higher CAGR of 41.78% in the coming years.

Over the next six years, the market for IP surveillance is expected to increase due to increasing IP infrastructure, declining prices and demand for remote access. From the earlier Analog CCTV technology, there has been a steady technology shift to Internet Protocol (IP) based (digital), open source and fully integrated systems, with the option for remote surveillance, background screening, video analytics, digital video and sensor-based detection.

Rise in terrorist activities, growing crime rates, data thefts, remote monitoring, growth of public infrastructure, increasing IT spending, government initiatives and increasing security spending are boosting the market for video surveillance systems in Indian market.  Affordable–Zicom Security as a Service or popularly known as Zicom SaaS model has been a huge success with the target segments. Various ways of procuring security surveillance products are available as compared to the traditional security solution providers. Tier 1, 2, 3 and even 4 are showing pronounced growth in numbers. The ever reducing gap in the acquisition cost of IP and Analog segments has also seen as a great trigger point for the industry.                             

The key players in the market include Zicom, Hikvision, Dahua, Bosch, Honeywell, Pelco, Axis Communication, Genetec, and Milestone.

Compared to other developed and developingcountries the penetration and usage have been slow but steady mainly due to vastness of the country and demographic trends.

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2. What are the upcoming technology trends in the surveillance business?

Closely integrated security solutions instead of standalone solutions in IP CCTV segment will be the major trends in the coming years. Product cum Service will become more and more relevant and popular  as compared to Product per se. Customers are looking for business value in surveillance security solutions. All pervasive, online and proactive solutions will be to the fore driving the technology roadmap. As IP cameras become less expensive, more people will incorporate them into varied applications. Integration of business intelligence software to the video surveillance system will be a major trend.  By utilizing your system to capture marketing and point of sale data, you’ll be able to realize far more value from your video surveillance. While increasing security and loss prevention, data captured by the cameras will also give you information you can use to improve other aspects of your business. Also, integrated, cloud based and mobile operated security solutions will be the major trend in the surveillance business.

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The electronic security market in India has witnessed a handsomegrowth in the last few years. The Government has enhanced its investments in verticals such as city surveillance, smart cities, airports, seaports, and the infrastructure sector.

The rising incidents of crime, burglary, bank robbery and the growing awareness about benefits of the electronic security device among the people have primarily driven the electronic security market. Also, the security market growth has been fuelledby rising residential, commercial and industrial construction, increased activity by foreign and domestic companies and rapid expansion of distribution channels.

Real estate is another area which will see a spurt in the installation of surveillance solutions to ensure safety and security. So, it is going to be Government, Enterprises and Home segments that will contribute to and propel the growth of the surveillance industry in India.

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  1. How do you forecast Indian security market in coming years? Which segment (Home, Enterprise or Government) is going to be the biggest contributor to the growth

The electronic security market in India has witnessed a handsomegrowth in the last few years. The Government has enhanced its investments in verticals such as city surveillance, smart cities, airports, seaports, and the infrastructure sector.

The rising incidents of crime, burglary, bank robbery and the growing awareness about benefits of the electronic security device among the people have primarily driven the electronic security market. Also, the security market growth has been fuelledby rising residential, commercial and industrial construction, increased activity by foreign and domestic companies and rapid expansion of distribution channels.

Real estate is another area which will see a spurt in the installation of surveillance solutions to ensure safety and security. So, it is going to be Government, Enterprises and Home segments that will contribute to and propel the growth of the surveillance industry in India.

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4. What is your current market share in Indian surveillance market? Where do you see yourself in next 2-3 years?

Well, our share in the Indian surveillance market is quite significant.  We are targeting more than double of the current market growth rate which is around 35% (CAGR) – coming in from our new products and technology introduction, new services and a higher level of services being adopted by the current channel partners. Our trump card is the services business and the hardware will only be a medium to enjoy the service. So, we expect an impressive growth in the next 2-3 years.

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5. What is your marketing strategy? What initiatives you have taken to grow awareness among different verticals?

Services which entail 24 x 7 remote health monitoring of the security systems is the focus of our business. The country has moved towards outsourcing and same will hold true for Electronic Security as well as we being pioneers in this field are already a forerunner and have proven technology to provide remote managed services for CCTV, Fire Alarm Systems, Access Control Systems, Energy Management, ATM Security to name a few

Currently, we are present in 1023 cities and town across India and the number is steadily increasing. We are perhaps one of the very few security solutions providers with pan-India presence both for products and customer service.

We spare no effort in our drive to reach out millions of customers. These include dedicated channel partners, social media and customer outreach program like ‘MYCS’ (‘Make Your City Safe’) and a few others.         

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6. How do you see the growing competition in this business?

Well, competition will be fierce in this growing market and we welcome it. It helps us to raise our bars. We continue to invest in latest technology and R &D to lead from the front. We are more innovative and customer service-centric. At the end of the day products alone will not win customers. Innovation, after sales service and constant interaction with customers are going to retain existing customers and bring in new ones. We are strong in all these areas. Hence we are confident of overcoming competition to remain as the leader in the Indian surveillance market

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7. What are the deployment challenges in India especially government funded surveillance project?

Cumbersome procedures, interdependability, poor network connectivity and bandwidth, bidding on price rather than quality, no standard agency to certify the products and poor infrastructure particularly in rural India and natural disasters and terrorism (including the anti-national activism of groups like the naxals, ULFA, Bodo etc) are the main challenges that are being faced in India especially in the government funded surveillance projects.

Geographical challenges include extreme weather conditions, long distances (geographical spread), and hostile terrain present unique transportation and storage requirements, which need a high degree of customization both in planning and in execution of product distribution to rural India.

  •  India is a price sensitive market. How do you deal with it in terms of selling products to the end consumer?

   Yes, because India is a highly price sensitive market companies spend a lot of resourceson both ‘pull strategies’ to woo the consumers and ‘push strategies’ mainly aimed at retailers. With the mushrooming up of many national and regional retail chains, opportunities are aplenty to sell security products and services directly to the end-consumer without involving intermediaries. This brings down the price and makes it affordable to the end-consumer.

   And we have got Zicom SaaS ( Security as a Service) wherein we offer products and solutions on a Service fee payable annually/ quarterly. This gets rid of not only on the price front but also on management, maintenance and monitoring fonts More than 3500 housing societies have benefitted from this

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