1. 1 Version 1.0 D-Link HQ, Jun. 2011 Sales Guide DCS-3716 Full HD Day&Night WDR Network Camera D-Link Confidential

2. 2 Before Getting Started – The Model  DCS-3716 is positioned as key model to meet mainstream of business camera that involves many new initiatives: First 3M & Full HD(1080P) resolution Full HD full frame rate video camera. Equipped with Full HD & H.264 spec mix as one of major product range. One of the key attraction for channel development and project penetration thanks to its popularity and competitive pricing.

3. Table of Content Product Highlight  Positioning Overview  Target Market  Selling Point Competition Analysis  Competition Mapping  Sell Against Competition  Image quality Competition Uniqueness Highlight  3Mega pixel resolution Technology Brief Product Deployment Guide

4. 4 Positioning Overview Full HD 1.3MP WDR Full HD DCS-3410 1/3” D1 CCD, MPEG4, MJPEG, D1 @ 30 fps DCS-3411 / 3430 1/4” CMOS Sensor, H.264,MPEG4,MJPEG VGA @ 30 fps DCS-3715 1/2.7” 2 Megapixel CMOS H.264, MPEG4, MJPEG 1080P @ 30fps (Max. 1920x1080 @ 30fps) two-way audio SD slot DCS-3716 1/2.8” 3Megapixel CMOS H.264, MPEG4, MJPEG 1080 @ 30fps (Max. 2048x1536 @ 15fps) WDR, SD slot DCS-3710 B1 1/3” 1.3Megapixel CMOS H.264, MPEG4, MJPEG 720P @ 30fps (Max. 1280x1024 @ 30fps) 2-way audio, SD slot, WDR DCS-3112 ¼” 1.3M CMOS, H.264, MPEG4, MJPEG 720P@ 30fps (Max. 1280x1024 @ 30fps) 2-way audio, SD slot DCS-3713 1/4” Megapixel CMOS H.264, MPEG4, MJPEG 1080P @ 30fps 2-way audio, WDR, SD slot Intelligent Video DCS-3010 1/4” CMOS H.264, MPEG4, MJPEG 720P @ 30 fps Compact, SD slot (New ID) HD WDR Full HD 1.3MP Sanyo Exmor Q1 / 2011Q2 / 2011Q3 / 2011Q4 / 2011 & 2012~ [ Mar. 2011 Update ] Available In Development In Plan Sanyo Exmor Price / Performance

5. 5 Mainstream Full HD H.264 indoor box camera. WDR for critical light source Professional high performance mega pixel vari-focal DC iris lens ROI(Region of Interest) for ePTZ feature can well utilized high resolution. Local Storage can record video/snapshot at camera side during alarm triggering. Positioning Overview

6. 6 RetailResidentialCommercialEducationHealthcareGovernment All entrances Security zone Public corner Warehouse Car Park* All entrances Garden and backyard* Perimeter* Public corner* Private garage Car park* All entrances Lobby Security zone Public corner* Warehouse Factory plant Loading dock All entrances Outdoor field* Public corner* Perimeter* Warehouse Roof* All entrances Lobby Security zone Car park* Public corner* Perimeter* Warehouse Roof* All entrances Lobby Security zone Public corner* Perimeter* Warehouse City surveillance* DCS-3716 3 Mega pixel / Full HD H.264 / MPEG4 / MJPEG WDR Indoor application (*with Enclosure can use for outdoor ) PoE Mega pixel vari-Focal DC irir lens SD card local storage Two-way audio Target Market

7. 1. Sony Exmor 1/2.8” 3Megapixel CMOS progressive sensor 2. Real-time H.264, MPEG-4 and Motion JPEG compression 3. Full HD resolution (1920x1080) and up to 3M (2048x1536) 4. Mega pixel DC iris Vari-Focal 3.1mm(W)~8mm(T) F1.2 CS mount lens 5. Built-in removable IR-cut filter for day/night surveillance 6. WDR for critical light source 7. Simultaneous multi-stream support 8. ePTZ 9. Privacy Mask feature 10. SD local storage for event recording. 11. 2-way audio support 12. 2 alarm input / 1 alarm output 13. Power over Ethernet (PoE) 14. 3GPP mobile surveillance 15. Built-in Samba client for NAS 16. ONVIF Compliance. 17. HTTPS allows reliable and secure connection. IPv6 Selling Point

8. Table of Content Product Highlight  Positioning Overview  Target Market  Selling Point Competition Analysis  Competition Mapping  Sell Against Competition  Image quality competition Uniqueness Highlight  3Mega pixel resolution Technology Brief Product Deployment Guide

9. Sony Exmor 3 Mega pixel CMOS  3 Mega pixel high resolution Full HD ( 1920 x 1080 ) 3 Mega QXGA ( 2048 x 1536 )

10. Table of Content Product Highlight  Positioning Overview  Target Market  Selling Point Competition Analysis  Competition Mapping  Sell Against Competition  Image quality competition Uniqueness Highlight  3Mega pixel resolution Technology Brief Product Deployment Guide

11. 11  Video Management 3M large than Full HD H.264 WDR 3 mega pixel lens Privacy Mask ePTZ  Network Protocol ONVIF HTTPS  Event Management SD Card storage Technology Brief

12. Video Management 3M large than Full HD Resolution HD, the High Definition video is commonly been adopted as mainstream video standard from vast video categories, such as digital TV, computer monitor, gaming, filmmaking, and also video surveillance. Pixel of HD 2048 x 1536 (3 Mega pixel) 1920 x 1080 (1080i/ 1080p) End-to-end resolution Video quality is ensure from camera to monitor as same high quality only by HD. Except HD, all other resolution, even higher megapixel ones will end up with letterboxed, pillar-boxed, window-boxed from viewing. Future-proof standard HD is the mainstream which outpace even the non-HD megapixel range. Source: en.wikipedia.org/wiki/File:Vector_Video_Standards2.svgen.wikipedia.org/wiki/File:Vector_Video_Standards2.svg

13. Video Management  H.264 Advantage H.264, aka MPEG-4 Part 10, or MPEG-4 AVC (Advanced Video Coding), becomes the mainstream compression technology since 2010. Better video quality than MPEG-4 with far less bit rate (approx 50% less, 80% less than M-JPEG). Thus, less bandwidth and less storage are required, best suit for limited bandwidth and long term storage. * M-JPEG and MPEG-4 are widely known as mainstream compression for years, and still the dominant for many video management systems nowadays, but obviously, the trend is embracing H.264 as majority for next move.

14. Video Management  H.264 Quality The improved compression performance of H.264 comes at the price of greater computational cost. H.264 is more sophisticated than earlier compression methods and this means that it can take significantly more processing power to compress and decompress H.264 video. A video frame compressed at the same bit rate compared as below figures: * Picture source: Vcodex White Paper: An overview of H.264 MJPEG (same bit rate 512k) MPEG4 (same bit rate 512k) H.264 (same bit rate 512k)

15. 15  WDR for high contrast light source environment The Wide Dynamic Range (WDR) function of a camera is intended to provide clear images even under back light circumstances where intensity of illumination can vary excessively. WDR cameras are usually recommended for situations where light enters a premise from various angles such as a multi-window room. A camera placed on the inside of the room will be able to see through the intense sunlight or artificial light coming in. If an indoor security camera is pointed towards a window or an entrance door, you will see the background washed out during daytime. This is very common situation in restaurants and stores which have big glass windows. Video Management

16. 16  WDR performance is better then BLC Wide Dynamic Range (WDR) Technology uses two shutter speeds in alternative video fields, high and normal, and combines these two fields into one frame. It allows every detail to be captured accurately even if one portion is bright while other portions are dark. As a result, combined fields yield a frame of high quality images. Below is a comparison of camera technologies with its video images of Regular, Backlight Compensation (BLC), and Wide Dynamic Range. Video Management

17. 17  WDR Effect Comparison In comparison with disable WDR and enable WDR image, WDR displays better color and brightness. NO WDR IMAGE WDR IMAGE 1200 lux 25 lux Video Management

18.  Computar 3 Megapixel Vari-Focal Auto Iris Lens Focal length : 3.1 mm ~ 8 mm (2.58X Manual Optical zoom ) Angle of View (HOR) ˚ : 95.9˚(3.1mm) ~ 38.7˚ (8mm) Aperture (F) : F1.2 ~ 360 M.O.D(Minimum Object Distance) : 0.3 m 18 Video Management

19. 19  Aspherical lenses for exactly focus Video Management

20.  IR Corrective Lenses for exactly Day & Night focus Day & Night camera normally operate in the near-infrared/infrared zones at night, making the image “out of focus” and unsuitable if used with a conventional lens. IR Lens that utilize a special optical glass material which minimizes light dispersion 20 Video Management

21. 21  IR Corrective sample Image will always focused when both Day and Night. Video Management

22. 22 Megapixel lens for megapixel sensor ( camera ) Megapixel lens provide high contract, brightness and sharpness across the entire image plane. 22 Video Management

23. 23 Non-megapixel lens will not fully display the resolution of megapixel sensor, especially in corner of image. Video Management

24. Privacy Mask for personal secret Privacy Mask feature allows you to block out certain sensitive zones for privacy. You can set up to five privacy mask windows in the same screen. Privacy masks will appear on all video streams and recording videos and will overlap with motion detection windows. As seen in the figure below, the masked area does not detect any motion.

25. Video Management  ePTZ Thanks to digitalization, ePTZ allows user to zoom in to target area or object to see more detail than normal viewing. In addition, click and drag to move the closer view to any other area from the original image is easy and simply on your finger tip. Especially suit for HD and above. Full view of video Pan, tilt and zoom to bottom left by ePTZPan, tilt and zoom to bottom right by ePTZ 25

26. Network Protocol  ONVIF standard ONVIF, the Open Network Video Interface Forum, is an open industry forum for the development of a global standard for the interface of IP-based physical security products.  How you can benefit from ONVIF A global interface standard will make it even easier for end users, integrators, consultants and manufacturers to take advantage of the possibilities offered by network video technology. Visit ONVIF official website for more detail: www.onvif.orgwww.onvif.org

27. Network Protocol  HTTPS for network security HTTPs, the Hypertext Transfer Protocol over SSL/ TLS (Secure Socket Layer and Transport Layer Security), which is used to provide a secure identification by encrypted connection between web server and client. HTTPS is normally used in transaction of payment or access of confidential information with URL begin with “https://” at port 443, instead of HTTP at port 80.

28. 28 HTTPS (cont.) The HTTPS cannot be enabled if there is no certification on the device. There are three possible ways make you can enable the HTTPS, create certificate request and upload the certificate file which is signed by third party already, create self-signed certificate automatically and Create self-signed certificate manually. Network Protocol

29. 19 SD Card Storage SD slot for local storage Local SD storage for network loss event purpose, SD 1.1 Maximum capacity 4G Bytes SDHC 2.0 Maximum capacity 32G Bytes When video bit rate set 500kbps, 32GB can save 3 days video datas.

30. SD Card Storage  Event recording / backup recording SD card record supports recording of event trigger from Motion Detection and DI. Video ClipsSnapshot DI triggered Network lose Motion detected

31. 31 Content of SD card remote accessible SD card content can be read, download by web user interface. User doesn’t need to get data from card. Support format function (FAT32) SD Card Storage

32. Table of Content Product Highlight  Positioning Overview  Target Market  Selling Point Competition Analysis  Competition Mapping  Sell Against Competition  Image quality Competition Uniqueness Highlight  3Mega pixel resolution Technology Brief Product Deployment Guide

33. Application Diagram PIR sensor Buzzer Pan /Tilt scanner DI DO RS485 DCS-3716

34. Application Example PoE Switch -DES-1228P -DES-1210-28P -DGS-1210-10P Speed Dome -DCS-6815 (18x) -DCS-6817 (30x) -DCS-6818 (36x) Fixed Box -DCS-3716 -(3Mega, H.264) Video Encoder -DVS-210-1 (MPEG-4) -DVS-310-1 (H.264) 9-ch NVR Appliance -DNS-722-4 (Basic) -DNS-726-4 (Pro) VMS Software -DCS-210 (8 ch, upcoming) -DCS-220 (32 ch) -DCS-230 (64 ch) IP SAN Storage -DSN-1100-10 (Tower, 5-Bay, 4GbE) -DSN-2100-10 (2U, 8-Bay, 4GbE) -DSN-3200-10 (3U, 18-Bay, 8GbE) Outdoor Box -DCS-7410 (30M IR) -DCS-7510 (50M IR) Outdoor Dome -DCS-6510 (VGA, H.264) -DCS-6511 (1.3M, H.264) Entrance gate Perimeter Security Room Warehouse VIP Area Legend: Coax Ethernet/ PoE Legacy Analog Camera Outdoor IR Box DCS-7110 (HD,H.264) Office, Super Market