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Pre-IFSEC interview with Steven Gerrard, Panasonic System Networks Europe

Published on 11 May, 2010

 Panasonic has come out with a new range of IP cameras at the IFSEC 2010 show
 i-Pro SmartHD brings stunning visual benefits of high-definition imagery into security solutions: Steven Gerrard
Why are Panasonic exhibiting at IFSEC 2010?

Panasonic System Networks Europe (PSNE) is absolutely delighted to again be attending IFSEC, the world's leading security event and certainly the most established security event after nearly 40 years existence. In fact I am reliably informed that the first IFSEC took place in the basement of the Royal Lancaster Hotel in Bayswater, London. Since then clearly IFSEC has become the annual platform from which to announce, demonstrate and disseminate information about everything security, and of course PSNE will show our entire range of security solutions.

We are also keen to announce that we will be focussing heavily on our latest products in the i-Pro SmartHD range. This range consists of six entirely new IP cameras that produce stunning high resolution images, a new network video encoder and new control software and solutions. We will also be showing products for the first time at IFSEC products from the newly created PSNE domain such as: voice systems, interactive whiteboards and printers. Another interesting system we will demonstrate will be our integrated IP voice and video security system. We will show how this system can be used over an IP data network using our new Panasonic Alert Manager solution.   

What are the key things for IFSEC 2010 from Panasonic? A lot of people are talking about HD?

High definition will be all important at IFSEC 2010, but for PSNE it's all about being SMART with HD. We believe i-Pro SmartHD is going to be important because it brings the stunning visual benefits of high definition imagery into our security solutions, but in a realistic way that will optimise the data network and reduce the total cost of ownership, scalability and workability of an IP-based security system. For example, Panasonic have developed a technology called VRS or Variable Resolution at Specific Area. This captures HD resolution images only at the most relevant areas of the image and SD images elsewhere to reduce network data traffic. This allows HD imagery to be transmitted over an IP network without depleting all the network bandwidth. In a nutshell i-Pro SmartHD is HD video surveillance executed realistically, sustainably and in a way that reduces costs.   

We also want to offer other relevant and required elements of a total technology solution to the security industry

What sort of products will be on display?

Of course all i-Pro SmartHD will be shown alongside an extensive range of security solutions, software solutions and peripherals. But as I mentioned before, Panasonic System Networks Europe will also exhibit solutions from elsewhere in its capabilities. As Panasonic we are known globally as AV technology leaders; so we also want to offer other relevant and required elements of this total technology solution to the security industry.

What is the pre-show build up to the IFSEC at Panasonic?

Of course there is a massive amount of pre-show preparation that goes into IFSEC with some activities starting 6 months in advance and some which have to come later. Some would call it pre-show chaos with press materials being prepared, press packs filled, advertising on and off-line being booked, stand personnel being briefed on all the demonstrations and applications, and of course interviews like this. Of course with brand new products being shown there is a lot to be learned and prepared by the whole team.

What does the company do immediately post show? How do you follow up leads?

We capture all visitor details on the stand and in particular imminent and near coming projects. These are immediately uploaded into our CRM system, and our aim is that requests for information will be answered within three working days after the event. Follow up visits are then also arranged if required. We will also be conducting a ‘marketing post mortem' which evaluates the success of the event.

What about the wider world changes, e.g., what effect might a new government have? What changes over the next 6 months might be influential to PSNE security business?

We have seen uplift in economic activity over the last four months as the country steers itself out of recession. Continuity of government policy as it is would probably see this economic trend continue. A change of government or a hung parliament may give rise to some economic uncertainty. It is important to look at the political parties and their spending plans with respect to the public sector. Although PSNE business is more geared towards organisations at enterprise level, we do have public sector customers and any reduction in public sector spend by the next government may have a detrimental effect on business growth.

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