Industry Perspective

A conversation with Frank DeFina

• By Security Products Staff
• Dec 01, 2006

AS 2006 quickly turns into 2007, the new year is promising to bring a wide variety of continued changes to the industry. One of the most talked about topics is the drive to IP-based technology. We sat down with Panasonic Security Systems' President Frank DeFina to talk about how the company is looking to capitalize on the digital revolution.

With the industry's continued shift to networked-based system technology and products, Panasonic Security Systems is further driving the development and implementation of IP-based system solutions.

Q. What new technologies or product trends is Panasonic driving to market?

A. With the industry's continued shift to networked-based system technology and products, Panasonic Security Systems is further driving the development and implementation of IP-based system solutions. The introduction of our i-Pro series of intelligent and professional IP video surveillance products in 2005 and our most recent line enhancements support the migration to a networked system platform with what we believe is the most advanced and comprehensive offering of IP solutions available. Concurrent with our advancements in IP, we remain committed to developing innovative solutions for legacy and new analog systems, which are still prevalent in several applications, particularly where matrix switching systems are required to manage many cameras.

Image acquisition is the primary technology in which Panasonic maintains its leadership position in the development of advanced solutions for both IP and analog system platforms. Panasonic's third-generation Super Dynamic technology (SDIII) provides superior imaging performance, capturing images in virtually any lighting condition while incorporating built-in intelligent technology like auto-back focus and auto-image stabilization. We've recently expanded the application of SDIII technology into new i-Pro series IP cameras.

Technology integration is another area of concentration at Panasonic. Our parent company's extensive, proven electronics experience and expertise provides us with the distinct advantage of joint research and development that spans many systems categories, allowing us to incorporate technologies that answer the needs of our market. Additionally, Panasonic Security Systems has implemented an open infrastructure initiative that supports users by partnering with specialized companies both within and outside of the traditional security market. The initiative creates a platform with technology leaders so we can collectively capitalize on each others' core expertise and offer our resellers and security professionals with the most advanced solutions available. We believe this is the most logical roadmap to achieve the levels of integration necessary to mainstream convergence. This effort also supports our ability to provide intelligent, migratory solutions for the large installed base of analog surveillance system users.

Q. There are many players entering the IP space. How is Panasonic differentiating itself from the competition?

A. First, I think it is important to address a common industry misnomer relative to the networking trend that is cause for confusion. Panasonic Security Systems does not provide a network solution -- yet many of our open infrastructure partners do. We provide video surveillance solutions that reside on the network. This is the basis for how we are positioning our i-Pro series product line: It's what's on your network that counts.

There are numerous means of implementing network infrastructure using many different devices from various manufacturers to establish an IP transmission backbone. Although relatively new to the security industry, networks are not new technology and are mainstream in other corporate and business applications. With the evolution of network capabilities that accommodate broadband video, voice and data simultaneously, the dynamics of system design and functionality have changed dramatically. Unlike analog systems, which allow various security systems to interface with one another, networked systems can now possibly integrate various facility systems on a single control platform with some degree of automated intelligence.

Q. How has Panasonic structured its channel strategy to align with the changes in the market and better serve both resellers and end users?

A. As the move towards integrated and networked systems continues, we are faced with the continued challenge of delivering new, advanced video surveillance solutions that fit into new system models, and providing our sales partners with all the information and training they need to implement our products into these new systems. As a result, there is some degree of segregation with concurrent analog and IP product lines based on our sales partners' capabilities and customer bases.

At Panasonic, we've created a Premier Integrator program to support those dealer/integrators that excel in the deployment of advanced system technologies. These premier integrators are supported by manufacturers' rep organizations, dedicated headquarters staff and numerous educational programs and materials provided by Panasonic. They are our primary source for systems sales and support in the field and an invaluable component for sustained growth in the industry. Our network of manufacturers' reps also sells to a large contingency of authorized Panasonic dealers that have proven to exhibit continued growth potential and provide additional support benefits.

Another way we support our premier integrators and authorized dealer network is with our recently expanded sales engineering group. This business development group assists with systems design to help ensure that Panasonic video surveillance products are included in a project's specifications.

Equally important to our continued success, national distributors provide a highly-efficient means for security dealers to quickly and easily purchase Panasonic video surveillance products. These dealers also have access to numerous training programs and support materials provided by Panasonic to help their businesses grow.

Panasonic also maintains longstanding relationships with several national accounts that service both smaller dealers and end users directly, differentiating them from our national distributors. These reseller partners are another critical branch in our reseller network, as they provide sales and support to their established customers looking to purchase Panasonic products.

We believe this multi-tiered sales channel approach provides Panasonic with the highest levels of exposure without nurturing competition since our channel partners each service different levels of customers and resellers.