Core Tip : Talking about NXP ’s current market planning and strategy, Nick Semiconductor ’s global marketing director for IPCAM products Rick Dumont said that NXP will first focus on the Chinese market in the global market strategy and then gradually shift to other markets. In addition, NXP is making a big IoT plan at the company level, which means that in addition to network cameras, NXP also provides connected sensors, connected lighting, and products for access control, automobiles, and smart homes.
On August 8, 2013, Shenzhen Huachuang era completed a comprehensive upgrade of its "Network Eye" third-generation network camera based on the NXP Semiconductors (NXPSemiconductors) IPCAM solution. NXP Semiconductors (formerly Philips Semiconductors before 2006) has been devoted to the design of digital surveillance video products in the Chinese market for more than a decade. Chip technology has long occupied the market leadership position. Up to now, many of the digital hard disk recorders in the surveillance market The image coding chip is also a product of NXP. The direct benefit of its efficient encoding to customers is that video recording can occupy less hard disk under the same image quality conditions, or it can obtain better image quality by occupying the same hard disk space.
Cut into the Chinese digital surveillance market
NXP Semiconductors has a long history of development in the field of video imaging and is a well-known expert and supplier in the field of TV. When NXP was in the original Philips Semiconductor Department, it had already cooperated with companies such as Bosch (Bosch) to explore the analog camera market.
Rick Dumont, director of global marketing for NXP Semiconductors ’IPCAM products, said in an interview with the author:“ We have also seen a shift from analog to digital in the video surveillance market, so our NXP company is also transforming into the digital market. Network cameras are mainly front-end Video processing and encoding, because we have many years of advanced technology accumulation in video including encoding, so our products can achieve the clearest video. "
In these years, especially in the past two years, the security market has grown rapidly, with an annual growth rate exceeding 15%. NXP has responded quickly to this market, and has specially developed products with both high performance and low power consumption for this market. At the same time, NXP also showed a preference for the Chinese market. RickDumont said that we have conducted a full investigation of the original global analog market and the current digital market, and found that China is a very large market for analog to digital conversion. NXP will focus on the Chinese market in the global market strategy first, and then Gradually shift to other markets.
For the security HD market, especially China's 720P HD surveillance market is very large. In addition to NXP's products entering the 720P market, the same series of products can also cover the full real-time 2 million, 3 million, and 5 million pixel high-definition surveillance markets. The ability to cover such a vast market demonstrates NXP's leading global technical strength. For the Chinese market, the high-quality and low-price products provided by NXP and the global brand awareness of NXP can just win the hearts and minds of Chinese customers.
Mr. RichDumont also said: "NXP has worked closely with suppliers of image sensor devices (such as Sony, Panasonic, ApTIna, etc.) to support them with the NXP IPcamera solution to bring advanced technology and outstanding performance to the market. Sensing equipment. We are also very happy to enjoy working with companies like Huachuang Times, because Huachuang clearly understands the gap between an ordinary IP camera and a high-quality IP camera. "
Layout Internet of Things
Of course, NXP is not just a network camera in security.
NXP does more than one chip, but also a series of chips, from surveillance cameras, to Asian Games cameras, to high-end dedicated cameras ... NXP chips already have 5 models. Night and day have high image quality, have the lowest bit rate, reduce storage problems, HighProfileH264, SVC, ROI, etc. These are the major differences between NXP and other manufacturers.
"When the image is moving fast, the bit rate will jump up. And our chip will not change the bit rate even in fast movement in the application. The development direction of the entire market, we will be from professional camera layout to the home market The professional market will develop more like intelligence and intelligent detection. We will develop smarter cameras in the field of professional security, and will also develop smaller chips to serve the home market. "RickDumont introduced to the author.
Talking about NXP's current market planning and strategy, RickDumont said that NXP is making a big IoT plan at the company level, which means that in addition to network cameras, NXP also provides interconnected sensors, interconnected lighting and targeted Products such as access control, automobiles, and smart homes are currently being laid out at the company level, and various products are being released one after another. Network cameras are only a part of them.
Regarding the professional security market, RickDumont cited a report from IMSResearch (now a subsidiary of HIS), stating: "2014 will be a watershed in which global network video surveillance equipment sales exceed analog video surveillance equipment sales. According to reports, by 2014-2015 In the entire video surveillance market in 2014, network cameras will occupy 40% -50% of the market. In the future, NXP will also adhere to the differentiated route and develop higher quality and lower power consumption products.
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