An Evolution, Not a Revolution
A look at technologies and trends shaping the IP industry
- By Elan Moriah
- Oct 01, 2009
Terrorism and other security
threats are generating a high
demand for advanced video
security solutions that can help detect
threats and protect lives and assets. A
wide range of industries—including
banking, retail, critical infrastructure,
government, education, ports, public
transportation and homeland security
—is interested in a broader deployment
of video solutions.
Using a more proactive approach to
leveraging existing video infrastructure,
organizations continue to increase the
safety and security of their facilities,
improve emergency response and enhance
their investigative capabilities.
Consistent with the ongoing demand
from heightened security needs, the
video security market continues to experience
a technology transition from passive
analog CCTV video systems to more
sophisticated network-based IP video
solutions with integrated analytics.
Traditionally, CCTV systems use
analog equipment and closed networks
that offer basic recording and viewing
capabilities. Conversely, IP video solutions
use network-based video management
software that can efficiently collect,
manage and analyze large amounts
of video over networks. The transition
from analog systems to network-based
digital systems can help improve an organization’s
ability to detect security
breaches, deliver video and data across
the enterprise, and quickly provide outside
agencies the information they need
to address security threats.
The technology transition from
CCTV systems to IP-based video solutions
is an evolution, rather than a revolution.
Many analog technology users
still will need to continue using their
existing analog video infrastructure in
conjunction with IP-based video solutions.
As this technology evolves, the
market will favor those able to support
their customers through the transition.
Video analytics technology also is
poised to continue gaining momentum.
Video analytics are designed to help organizations
make sense of huge volumes
of information by automatically pinpointing
activities indicative of security
threats. When video analytics was first
introduced to the market, there was a
great deal of hype around this new, innovative
technology. As such, the expectations
from video analytics have resulted
in some disappointment. Without tight
integration to the video solution, the
value of analytics is limited.
In order to be effective for security
operations, video analytics is now becoming
a very important feature of an
integrated video solution—not a standalone
proposition as it was originally.
Investment and Purchase Patterns
As technology advancements continue
to change the landscape of the industry,
so do customer demands. Similar
to recent trends with enterprise applications,
such as ERP and CRM systems,
buyers are transitioning from multiple
suppliers to single vendors that can
provide a comprehensive IP video solution.
It’s expected that this trend
will be further driven by the increased
involvement of IT departments in the
purchase decision-making process of
As such, these departments and
broader organizations are opting for a
single source for all their IP video needs.
This movement bodes well to the value
of integrated solutions in that they can
help drive a more streamlined connection
to PSIM systems, such as access
control and other security subsystems.
The end result: buyers can receive
higher value for their video systems at
a lower cost.
Impact on Business, Operational Effectiveness
As technology transitions to a more
sophisticated, network-based IP video
system with integrated analytics, organizations
are leveraging their current
video infrastructures. And with
enhancements to video technology,
organizations enjoy faster and greater
return on investment.
Today, more organizations are leveraging
networked video to improve
business and operational effectiveness.
Retail is one sector in particular with
a significant interest in using IP video
solutions that feature integrated analytics.
Armed with this technology, retailers
are better prepared to make more
informed operational decisions and
validate assumptions for key in-store
marketing, product placement and advertising
By leveraging existing video surveillance
footage, retailers can quickly extract
and search for trends and patterns
in customer behaviors to provide them
with a more enjoyable shopping experience.
Further, when combined with
point-of-sale data on customer-buying
patterns, these video solutions can help
determine the success rate of specific
promotions and optimize store layout
and design to infl uence traffic patterns
and maximize sales.
In the future, we can expect to see
integrated analytics applied across an
array of markets, helping improve the
customer experience and providing a
Connecting the Dots
Today, there is an ongoing focus on the
need for integrated security systems that
combine traditional physical security
with IT-based security platforms. This
demand for security solutions paves the
way for advanced practices in information
management. Making video available
to users on the network will enable
them to make faster, more proactive
and better informed decisions.
As the market continues to evolve,
we can and should fully expect demand
for safety, security, convenience and
design to follow suit—fueling product
development and innovation to revolutionize
the IP video marketplace.
Elan Moriah is president of Verint Americas Inc.