1. Sales Guide Web Smart Switches DGS-1210-28P DGS-1210-20 DGS-1210-28
D-Link HQ, Nov 2011

2. Outline Product Overview Target Market Product Application Guide
Product Briefing
Advanced Hardware Design
Technology Briefing
Friendly User Interface
D-Link Gigabit Smart Switch Portfolio
DGS P v.s DGS-1224TP
DGS /28/52 v.s DGS /24/48
Target Market
Product Application Guide
Competitive Comparison & Analysis
Competitor Analysis
Key Comparison
Art of War

3. Product Overview - Product Briefing
Gigabit Ethernet Web Smart Switches
　Model
DGS P
DGS
DGS
DGS
Product Image
Port
24 10/100/1000BASE-T PoE + 4 SFP
16 10/100/1000BASE-T
+ 4 SFP
24 10/100/1000BASE-T
48 10/100/1000BASE-T
/1000 SFP
Predecess or
DGS-1224TP
DGS
DGS
DGS
DGS /28/52 offer 4 more Gigabit ports compared to current models.
DGS P is the latest Gigabit PoE Web Smart switch, offering 24 PoE ports and 4 SFP ports, compliant to IEEE 802.3at1 and af.
IEEE 802.3az EEE (Energy Efficiency Ethernet) compliance. In addition, D-Link GreenTM 3.0 technology allows different steps of power saving based on user-defined time profiles.
Providing a painless migration from IPv4 to IPv6 services and helping customers to protect the investments.2
Allowing a variety of management and security functions and with straightforward user interface.
1 Port 1-4
2 Support in Q4/2012

4. QoS and Voice / Data Integration
Product Overview - Product Briefing
Delivering efficient, secure and scalable network without complexity
Management
Security
QoS and Voice / Data Integration
Advanced Features
Intuitive Web-based GUI
Up to 10 Web GUI languages
Compact CLI
Support D-View 6.0
SmartConsole Utility
SNMP
Cable Diagnostics
D-Link Safeguard Engine
Access Control List based on MAC and IP address
Smart Binding
ARP Spoofing Prevention
DHCP Server Screening
Loopback Detection
Differentiated Service Code Point (DSCP)/802.1p QoS
Auto Voice VLAN
Auto Surveillance VLAN
Asymmetric VLAN
Traffic Segmentation
IPv6 Management*
IPv4/v6 dual stack*
IPv6 ready logo phase II*
D-Link Green 3.0
IEEE 802.3az EEE
IGMP Snooping to optimize multicast traffic
* Support in Q4/2012

5. Product Overview - Advanced Hardware Design
More Ports:
DGS P/20/28/52 offer 4 dedicated 1000SX/LX ports instead of the 4 combo 1000Base-T/SFP ports on current models, and gives more switching capability.
IEEE 802.3at/ af:
DGS P is a great choice to fit in the environment where high power PDs and standard PDs are both installed.
Smart Fan Design :
DGS P and DGS come with a thermal sensor that can detect the change of environmental temperature and react accordingly. Hence, it utilizes fan’s lifetime and system reliability.

6. Product Overview - Technology Briefing
D-Link Green 3.0:
D-Link provides more Green technology to save your money.
Power saving by Time-based PoE: PoE ports can be turned on/off by port or system through schedule
Power saving by LED Shut-Off: Powered LEDs can be turned on/off by port or system through schedule
Power saving by Port Shut-Off: Each port on the system can be turned on/off by schedule.
Power saving by Port Standby: Each port on the system enters sleep state by schedule.
Power saving by System Hibernation: System enters hibernation by schedule. In this mode, switches get most power-saving figures since main chipsets (both MAC and PHY) are disabled for all ports, and energy required to power the CPU is minimal.
IEEE 802.3az EEE
Power saving by Link Status.
Power saving by Cable Length.
New

7. Product Overview - Technology Briefing
Time Profile
Working Hours
08:00 ~ 20:00
Time Profile
Non-Working Hours
20:01 ~ 07:59
Time
By enabling D-Link Port Standby Mode, power can be saved even connecting to non-EEE devices.
08:00
20:00
07:59
D-Link Green 3.0:
Power saving by LED Shut-Off
Power saving by Port Shut-Off
Power saving by System Hibernation
Power saving by Port Standby
LED shut-off when MIS staff is off
ZZZ
Web Smart
DGS-1210 ● ●
Web Smart
DGS-1210
Each port can be turned off
Switch enters hibernation state after working hours for max. power saving
Ports enter sleep state when no traffic in 10 minutes, and wake up by any packet PC PC PC
IP Phone
IP Phone PC

8. Product Overview - Technology Briefing
D-Link Green 3.0
Users can finish all power saving configurations in one page.

9. Product Overview - Technology Briefing
Power Saving Standard: IEEE 802.3az EEE
- Reduce power consumption during idle1 periods.
Active
Idle
Max. Power
Max. Power
EEE Low Power State
Estimated ~40%2 power saving on EEE-capable Web Smart Switch.
EEE is active at below modes:
100Base-TX (Full Duplex)
1000Base-T
10GBase-T
Note: EEE is Not active on fiber ports.
1 Idle: No data traffic over the Ethernet link
2 Average power saving % of DGS-1500 and DGS-1210 series.

10. Product Overview - Technology Briefing
IPv6 Technology1:
Supporting the latest IPv6 technology, the switches need not be replaced when upgrading to the latest Internet Protocol standard.
IPv6 Ready Core logo phase II certification
IPv6 Management
Support web, SNMP, telnet, SSL, SNTP, Syslog, TFTPv6 client
ACL based on MAC and IPv4/IPv6 address
Supports IPv4/v6 dual stack, DHCPv6 client, ICMPv6 and IPv6 Neighbor Discovery.
1 Support in Q4/2012

11. Product Overview - Technology Briefing
Security:
Smart Binding :
The Smart Binding can discover hosts in the network so that IT staffs can set IP-MAC-Port binding entry at one click, which filter unauthorized accesses easily. The Black List and White List allows for at-a-glance management.
Access Control List (ACL):
Restricts certain users within designated areas of the network and mitigate malicious traffic in the network
DHCP Server Screening:
Accept legal DHCP server on specific ports
ARP Spoofing Prevention:
Protect the network from being cut off by hackers using faked ARP.
Loopback Detection:
Shut down the affected port or VLAN to prevent packet storm from overwhelming the whole network.

12. Product Overview - Technology Briefing
ACL & DHCP Server Screening:
ACL to permit or deny traffic based on MAC and/or IP addresses.
DHCP Server Screening to filter rogue DHCP server from user ports to prevent unauthorized IP address assignment.
DHCP Server Screening
Trusted DHCP Server
Sorry, you’re illegal
Trusted DHCP
assignment Packet
I’m DHCP Server
DHCP Server
Packet
Rogue
DHCP Server
PC1
PC2

13. Product Overview - Technology Briefing
ARP Spoofing Prevention:
ARP Spoofing Prevention is to prevent the network from being cut off or eavesdropped by hackers who use faked ARP to pretend to be PCs, Servers and gateways.
ARP Snooping Prevention
IP MAC Port
R r 26
A a 2
B b 12
C c 16 …
• Router
• IP: R
• MAC: r
You’re not Router
You’re not PC-A
Faked ARP
- IP: A
- MAC: c
Faked ARP
- IP: R
- MAC: c
• PC-A
• PC-B
• PC-C
• IP: A
• MAC: a
• IP: B
• MAC: b
• IP: C
• MAC: c
I’m Router
I’m PC-A

14. Product Overview - Technology Briefing
Loopback Detection:
LBD is used for detecting loops at a network port and automatically shut down and recover that port without people intervention
1. Port-based LBD
Port shut down, no traffic is allowed
2. VLAN-based LBD
Block the traffic from the loop happening
VLAN without shutting down the trunking port
Web Smart
Web Smart V1 V2
Legacy Switch V1 V2
Loop
PC1
Loop
PC2

15. Mail/Portal/FTP Server
Product Overview - Technology Briefing
Asymmetric VLAN:
Enable Asymmetric VLAN function to isolate each VLANs (1&2) to reduce the mutual impact and meanwhile still can access shared resources ( VLAN3) in intranet.
Finance department
(VLAN 1)
NAS
(VLAN 3)
R&D department
(VLAN 2)
Mail/Portal/FTP Server
(VLAN3)
VLAN 1
VLAN 2
VLAN 3
(Shared VLAN) 15

16. Product Overview - Technology Briefing
Seamless Voice/Data Integration:
Auto Voice VLAN: Eliminates the needs to configure VoIP devices and gives the highest priority to VoIP traffic automatically.
Auto Voice VLAN
Automatically detects VoIP devices
by predefined or user defined MAC
OUI
Router
Brand Predefined OUI
Cisco B
3Com E0-BB
Avaya …
VoIP traffic from these devices
will be in Voice VLAN automatically
and given highest priority.
D-Link
Brand User Defined OUI
D-Link A-C0-34-8B
PC1
PC2

17. Product Overview - Technology Briefing
Auto Surveillance VLAN:
All network cameras are recognized and put in the Auto Surveillance VLAN automatically after the ASV feature is enabled.
They capture video streams that are set to high priority when recording to the NVR or the VMS server.
You will get smooth video stream when performing local live view and playback on the NVR or the VMS server.
Web Smart Switch
Web Smart Switch

18. Product Overview - Technology Briefing
Auto Surveillance VLAN Video on YouTube:
Introducing D-Link Auto Surveillance VLAN
Demo Video - D-Link Auto Surveillance VLAN
D-Link Auto Surveillance VLAN Training - Scenario 1
D-Link Auto Surveillance VLAN Training - Training Overview

19. Product Overview - Friendly User Interface
A Variety of Management Tools:
Easy-to-use web GUI
SNMP and compact CLI
Intuitive SmartConsole Utility
10 languages of GUI
English
Traditional Chinese
Simplified Chinese
German
Spanish
French
Italian
Japanese
Portuguese
Russian

20. Product Overview - Friendly User Interface
Pre-defined netmask setting. (1)
Clear and simple wizard style with step by step setting. (2) 2
New 1 2

21. Product Overview - Friendly User Interface
One Click Setting:
- To set up IMPB entries, simply click on “Search” to find out all connected devices, and then select to bind. Or enter a arrange of IP addresses or VLAN ID for a precise scan.
New

22. Product Overview - Friendly User Interface
Convergence:
- Check at a glance. Show “port list” (ex:1-5) instead of single port (1,2,3,4,5)
New
Old

23. Product Overview - Friendly User Interface
Click to select:
- A pre-defined pull-down menu for ACL service type for quick configuration.
New
New

24. Product Overview - D-Link Gigabit Smart Switch Portfolio
DGS-1500 Series
DGS-1210 Series
SmartPro Switch 1
Web/Compact CLI/SNMP/D-View 2
Static Route 3
Big PoE Budget 4
IPv6 Support1
Virtual Stacking (SIM)
Web Smart Switch
Feature 1
Web/Compact CLI/SNMP/D-view 2
Better Security 3
PoE models
IPv6 Support2 4
DGS-1100 Series 5
EasySmart Switch 1
Very Cost-effective 2
VLAN requirement 3
Basic Management 4
Basic Security
P r i c e
1 Support in Q2/2012
2 Support in Q4/2012

25. Product Overview - DGS-1210-28P comparing to DGS-1224TP
　Functions
DGS P
DGS-1224TP
IEEE 802.3at /af PoE port
IEEE 802.3af PoE port 4 20 24
Power Budget
185 Watts
180 Watts
MAC Address
16K 8K
VLAN
256
Voice VLAN
Yes No
Auto Surveillance VLAN
Traffic Segmentation
IEEE 802.3ad Link Aggregation
IPv6 Management/Ready Logo
Yes*
Loopback Detection
Yes (v4.03)
Yes(v2.0)
ARP Spoofing Prevention
Power Saving
-D-Link Green 1.0 (by Cable length, link down)
-D-Link Green 3.0 (By LED Shut-off, Port Shut down, Port Standby, System hibernation)
IEEE 802.3az EEE
MSRP
$899
* Support in Q4/2012 25

26. + 4 Combo of 10/100/1000Base-T and SFP ports
Product Overview - DGS /28/52 comparing to DGS /24/48
　Functions
DGS /28/52
DGS /24/48
Port combination
16/24/48 10/100/1000Base-T
+ 4 SFP ports
12/20/44 10/100/1000Base-T
+ 4 Combo of 10/100/1000Base-T and SFP ports
Switching Capacity
40Gbps/ 56Gbps/ 104Gbps
32Gbps/ 48Gbps/ 96Gbps
ACL Rules
2001/2001/450
240/240/240
Loopback Detection
Yes (v4.03)
Yes(v2.0)
ARP Spoofing Prevention
Yes
Smart Binding No
Traffic Segmentation
LLDP
LLDP-MED
IPv6 Management/Ready Logo
Yes*
Power Saving
-D-Link Green 1.0 (by Cable length and link status)
-D-Link Green 3.0 (By LED Shut-off, Port Shut down, Port Standby, and System hibernation)
IEEE 802.3az EEE
MSRP
$355/ $442/$808
1 Support Port list ACL
* Support in Q4/2012 26

27. Target Market Target Market SMB: Voice/IP Surveillance Ready Network:
With easy-to-use switch interface and a variety of management options, DGS-1210 series is suitable for SMBs who have limited budget but require advanced features.
Voice/IP Surveillance Ready Network:
The Auto Voice VLAN and Auto Surveillance VLAN features seamlessly integrate with voice/camera network in SMB/Enterprise, delivering high voice/video transmission quality in a designated VLAN.

28. Product Application Guide - Example
DHCP Server Screen
Features
Access Control List
Smart Binding
Web Server
Firewall
DFL-860E
Auto Surveillance VLAN
Auto Voice VLAN
Server
ARP Spoofing Prevention
SmartPro
DGS-1500
Green
IPv6
FTP Server
Web Smart
DGS-1210
Web Smart
DGS-1210
Web Smart
DGS-1210
1G Fiber
1G Copper
IP Cam PC
IP Cam
IP Cam PC
IP Cam
IP Phone PC
IP Phone

29. Competitive Comparison & Analysis
- Competitor Analysis
Smart switches had a 22% annual growth rate on port shipment in 2010.
D-Link ranks NO. 3 with 18.7% market share.
Vendor
2009
2010
HP (3Com, H3C)
34.8%
33.1%
Netgear
19.7%
21.1%
D-Link
17.3%
18.7%
Top 3 total
71.8%
72.9%
Source: Dell’Oro Group Ethernet Smart Web Managed Vendor Table in Mar 2011

30. Competitive Comparison & Analysis - Competitor Analysis- DGS-1210-28P
Netgear GS724TP
only support 802.3af
Only 4K MAC address
Only 64 VLAN groups
No Auto Surveillance VLAN
No CLI/Telnet
No Power Saving / EEE
Less Security Features
Features
IPv6 ACL
Support MSTP
Cisco SG200-26P
Only offer 12 PoE ports
Only have 100W power budget
Only support 802.3af
Only 8K MAC address
No LBD
No Auto Surveillance VLAN
Less Security features
No ACL
IPv6 management
Weakness
Strength
Price

31. Competitive Comparison & Analysis - Competitor Analysis- DGS-1210-28
Netgear GS724T
Only 4K MAC address
No LBD
No CLI/Telnet
No IPv6 management
No Auto Surveillance VLAN/ Voice VLAN
No Cable Diagnostics
No IMPB
No Power Saving / EEE
Less Security Features
Huawei S1728GWR-4P
Only 8K MAC address
No Auto Surveillance VLAN
No RMON
No CLI
Cisco SG200-28
No LBD
No Auto Surveillance VLAN
No ACL
Less Security features
Features
Dell 2824
Only 8K MAC address
No Asymmetric VLAN
No ACL
Less Security Features
No LLDP/ LLDP- MED
No Power Saving / EEE
MSTP
MSTP
More CoS configuration
TACACS+
Dual image
Text-view config file
MLD Snooping
HP 1810G-24G
TP-Link TL-SG2224WEB
No Auto Surveillance VLAN
No STP/RSTP/MSTP
No IGMP Snooping
No ACL
No authentication
No Port Security, Traffic Segmentation
Less Power Saving
No EEE
No Auto Surveillance VLAN/ Voice VLAN
No STP/RSTP/MSTP
No IGMP Snooping
No ACL
Less security functions
No LLDP/ LLDP-MED
Less Power Saving
No EEE
Support GVRP
Weakness
Dual image
Strength
MSRP

32. Competitive Comparison & Analysis - Key Comparison
WIN
Category
Feature
D-Link
DGS /28P
Netgear
GS724T/ 24TP
Cisco
SG200-26/26P
PoE
PoE ports 24 12
Power budget
185 watts
192 watts
100 watts
MAC Address
MAC Address table
16K 4K 8K
L2 Features
VLAN group
256 64
Loopback Detection
Yes No
Spanning Tree
STP/RSTP
STP/RSTP/MSTP
Auto Surveillance VLAN
Security
IP-MAC-Port Binding
ARP Spoofing Prevention
DHCP Server Screening
Management
CLI/Telnet
Trusted Host
ACL
MAC/IP based ACL
Power Saving
Power Saving and EEE
IPv6
Yes*
MSRP
$442/ $899
$415/ $850
$446/ $762
*IPv6 management will be supported in Q4 2012
Please refer to the Competitive Analysis file for details

33. Competitor Comparison & Analysis - Art of War
Myth:
Why DGS-1210 switches need the additional 4 ports?
Truth:
Cisco SG200 series offer extra 2 combo ports.
Netgear GS748T and HP v offers maximum 4 fiber ports.
Counterplot:
DGS /28/52/28P give 4 more Gigabit ports at the same price.
It is trend to offer more switching capability for the rising demands of connecting to the Internet through a variety of devices.
Competitor’s new models also offer additional uplink ports. 33

34. Competitor Comparison & Analysis - Art of War
Myth:
D-Link does not have 48-port Gigabit PoE Smart Switch. Cisco has SG200-26P and SG200-50P PoE switch with competitive prices.
Truth:
Cisco SG200-26P offers only 12 PoE ports with 100Watts power budget, and SG200-50P offers 24 PoE ports with 180 watts power budget.
Counterplot:
DGS P provides 24 PoE ports with 185 watts power budget, which offers more flexibility for powered device installation.
For SMB customers who have budget limitation, a 24-ports Gigabit PoE model is sufficient in terms of functionality and price. 34

35. Competitor Comparison & Analysis - Art of War
Myth:
DGS-1210 switches are not competitive when comparing to Cisco SG300 series and Netgear GS700TS series?
Truth:
With Static Route and Virtual Stacking, DGS-1500 switches are the right match to compete against SG300 and GS700TS switches.
Counterplot:
DGS-1500 series support Static Route and can virtually cluster 32 units and be managed through one IP address. 35