US-based Honeywell showcased an end-to-end networked video surveillance solution for commercial and industrial applications and integrated smart home technology at the recent IFSEC India 2010 held in Mumbai. The end-to-end IP surveillance solution offers important benefits to users in terms of security system performance, flexibility, compatibility and stability.

Speaking to a select group of media at the show, Vikas Chadha, Director-South Asia, Honeywell Security Group (Automation and Control Solutions), said he expects a double digit growth. "A small industry today, and with surveillance and electronic involvement, it has been well received and poised for a huge growth", he quipped.

Currently, government, defence and large-size private companies are among the biggest consumers of surveillance and security solutions. Forming a big chunk of Honeywell's market spread, there are other market segments like residential that are also emerging at a fast pace.

To cater to these as well as the established segments, the company has set up a manufacturing facility at Dehradun in north India. Apart from cameras, this facility makes a few other solutions and components, including a special burglar alarm that was created for the local needs.

Local needs is what the new end-to-end IP surveillance solution, introduced post rigorous testing and validation, is expected to forward. It is also expected to help the company tap newer geographies. Offering a full line of front-end equipment including various 3/5 megapixel cameras, 1080P and 720P HD series cameras, network speed dome, single channel encoder/decoder as well 4- and 16-channel encoders and more, the solution, averred Mr Chadha, also offers optimised network design and technical service other than flexible storage options.

Also a part of this solution is intelligent video analysis, easy to use monitoring display, and unified and integrated security management platform. Interestingly, the new end-to-end IP surveillance solution is positioned in a market that is devoid of any compliances. The security industry too is largely under-penetrated and expected to grow 21%. If there are any early signs of compliances, these includes the ones that include every bank to install an intrusion panel and a CCTV network. IP continues to assume importance at various levels, and so far the biggest consumers have been the government and defence.

To cater to the established market segments like government and defence, and to cater to the emerging segments as well, Honeywell has put in place dedicated teams. One team thus caters to government and defence; other to industries and yet another to residential. "Expressing a market potential in the region of US$ 300 million, Mr Chadha said growth in the industrial sector in the recent past came from helping the industries counter pilferage, streamline packaging, etc.

Stressing upon a strategy to penetrate Tier 2 and Tier 3 cities, which are fast urbanising, explained that there is a high level of fragmentation. "There are 70 to 100 OEs and several thousand integrators. Fragmentation of such scale makes it hard to ascertain a certain player as a clear leader. Integrators mix and match components from various OEs to build a solution".

Strong product portfolio and seamless collaboration between different systems is Honeywell's answer to fierce competition and market fragmentation. For Tier 2 and Tier 3 cities, the company, has developed a solution called Honeywell Hawks.

Moving towards IP, which is the sought after security media globally, the company, apart from developing highly cost effective products, is also working on partner loyalty programme. Incentives are offered to integrators and installers to chose Honeywell products. In addition, the company has also invested in experience zones (demo centres) at Mumbai, Gurgaon, and Bangalore. This is over and above the presence the company has in 11 cities and service facilities in 4 cities. While the demo centres are part of a strategy to educate, intrusion, according to Mr Chadha, is yet a small market in India. "Security is not yet looked upon as a productivity tool. It is not looked upon as a means to employ less manpower", he added.

The fact that there is a need to educate the market about various facets of security, and which are beyond the basics, means that work is cut out for Honeywell. Potential is large at the same time, and especially when the market is expected to grow at 21%.