1. 1 Version 1.0 D-Link HQ, May. 2012 Sales Guide DCS-7010L HD Mini Bullet Outdoor Network Camera D-Link Confidential

2. 2 Before Getting Started – The Guideline  Objective: Allow OBU to understand why introduce this new model (SKU) A clear and solid set of points to lead for product sales/ selling To be equipped with knowledge on how to sell against key competition Recommendation of associated SKUs for target segment  Suggestion for OBU by using this Sales Guide: Sense the sales opportunity See if the spec meets the past and current project demand. Kickoff, enhance channel recruitment by this unique new model Use this unique new model to attract channel partner to up the sales. Forecasting from channel partner To learn the run-rate from competitor’s model by consulting with channel partner who currently carry and sell that competitor’s model.

3. 3 Before Getting Started – The Model  DCS-7010L are positioned as new generation of consumer camera that involves many new initiatives: First HD H.264 PoE Outdoor bullet type as all-in-one model. Full Function with 10m IR/ICR/TV out/Audio interface for 7/24 surveillance demand. IP-66 Weather proof for outdoor application Robust housing Support -25˚ ~ 50˚C One of the key attraction for channel development and project penetration thanks to its popularity and competitive pricing.

4. Table of Content Product Highlight  Positioning Overview  Target Market  Selling Point Competition Analysis  Competition Mapping  Head Competition  Sell Against Competition Technology Brief Product Deployment Guide

5. Positioning Overview HD Q2 / 2012 Q3 / 2012 Q4 / 2012 Q1 / 2012 PT / Fixed Dome Outdoor DCS-5211L/DCS-5222L ¼” CMOS H.264, MPEG4, MJPEG 720P @ 30fps Two-way audio, Micro SD slot PoE (DCS-5211L), 11n, WPS (DCS-5222L) DCS-6010L Fisheye 360°/180° 1/3.2” 2Megapixel CMOS 1600x1200 @ 15fps 11n, WPS Built-in MIC/Speaker, Micro SD slot mydlink enabled Fisheye DCS-7010L 1/4” 1 Megapixel CMOS H.264, MPEG4, MJPEG 720P @ 30 fps 10Meter IR, IP66 Micro SD, PoE mydlink enabled DCS- 6005L 1/5” CMOS, H.264/MJPEG VGA @ 30 fps One-way audio 11n, WPS, 5Meter IR, ICR mydlink enabled [ Mar. 2012 Update ] Available In Development In Plan New ID HD Outdoor Day/Night

6. 6 DCS-7010L Weather Proof PoE Cloud Service HD 1280x720 IR / ICR Mainstream HD H.264 all-in-one outdoor cube camera. Compact design that suit for all environments. HD resolution as new industry-standard (aspect ratio: 16:9) provides a significant advantage over competition with future-proof advantage. Positioning Overview

7. 7 DCS-7010L + HD Reolution + H.264 + 2-way audio + Micro SD Target Market + IR / ICR + PoE + IP66 weather proof + Support -25˚ ~ 50˚C RetailResidentialCommercialEducationHealthcareGovernment All entrances Security zone Public corner Warehouse Car Park All entrances Garden and backyard Perimeter Public corner Private garage Car park Outdoor sport area 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

8. 1. mydlink portal support 2. Triple codec (H.264, MJPEG, MPEG-4) supports all VMS integration. 3. 1/4” 1Megapixel progressive CMOS sensor 4. Build-in fixed lens 4.3mm, F2.0 5. HD 720p, (max 1280 x 800). 6. 10M IR LED for no light 7. ICR for Day & Night 8. ONVIF Compliance. 9. IPv6, QoS, CoS equipped for advanced transmission. 10. Support ePTZ 11. Local Micro SD slot support both SD 1.1 and SDHC 2.0 storage card 12. 2-way audio support 13. IP-66 Weather proof 14. Built-in Samba client for NAS 15. Privacy Mask feature 16. Supports multiple access list 17. HTTPS 18. operating temperature -25˚ ~ 50˚C IPv6 Selling Point

9. Table of Content Product Highlight  Positioning Overview  Target Market  Selling Point Competition Analysis  Competition Mapping  Head Competition  Sell Against Competition Technology Brief Product Deployment Guide

10. 10  Video Management HD H.264 IR LED Privacy Mask ePTZ  Network Protocol mydlink Service ONVIF IPv6 HTTPS  Local Storage Micro SD slot  Easy for install  Outdoor Application -25˚ ~ 50˚C Weather proof

11. Video Management 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 1280 x 720 (720p) 1920 x 1080 (1080i/ 1080p) Aspect Ratio: 16:9 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

12. 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.

13. 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)

14. Video Management  IR Illumination With IR LED Lens(850 nm, for 10 meter distance ), you can customize your surveillance application to enable low light or night vision video streaming Patent of the light leak prevention for the built-in IR LED 0 lux with IR on0 lux without IR 14

15. Video Management 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.

16. 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 16

17.  mydlink mydlink portal offers a simple and easy solution to access your camera from anywhere around the world via internet. You can remotely monitor your home over the network using a standard web browser Login mydlink portal anywhere 17 DCS-7010L Network Protocol

18.  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

19. Network Protocol  IPv6 IPv6, Internet Protocol version 6, as upcoming generation of internet layer protocol for packet-switched networking which will relief the exhaustion of IP address from current IPv4, and is the soon-to-adopted standard for the upcoming mass Internet devices era, including mobile computing, and digital home entertainment, etc. The DCS-7010L supports only the pure IPv6 and IPv4 network, where any 6to4 tunnel was not supported. Below the screenshot from Advanced web interface

20. 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.

21. Network Protocol 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.

22. Micro 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 data. 19 Local Storage

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

24. 24 Content of Micro SD card remote accessible Micro SD card content can be read, download by web user interface. User doesn’t need to get data from card. Support format function (FAT32) Local Storage

25. Easy for install  Bracket for easy install

26. 26 Operating temperature -25˚ ~ 50˚C Weather proof – IP 66 Outdoor application “6” – Powerful Water Jets

27. Table of Content Product Highlight  Positioning Overview  Target Market  Selling Point Competition Analysis  Competition Mapping  Head Competition  Sell Against Competition Technology Brief Product Deployment Guide

28. Application Diagram PIR sensor Buzzer DI DO DCS-7413 DCS-7010L

29. Application Example PoE Switch -DES-1228P Fixed Box -DCS-3710 B1 -DCS-3112 -(1.3M, 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 bullet -DCS-7010L (10M IR) Outdoor Dome -DCS-6510 (VGA, H.264) -DCS-6511 (1.3M, H.264) Perimeter Security Room Warehouse Office Legend: Coax wireless Ethernet/ PoE Legacy Analog Camera PoE Cube camera DCS-2210(Full HD,H.264) Wireless N Router - DIR-615 HD Wireless N Cube camera DCS-2132L(HD,H.264) Home living room