
Aditya Khemka,
CEO & Director,
Aditya Infotech
At the recently concluded IFSEC 2013, VARINDIA caught up with Aditya Khemka, CEO & Director – Aditya Infotech Ltd. to know more about what is latest at Aditya and the market is shaping up to new trends and developments
For Aditya Infotech, 2013 be a remarkable year in the sense thatit has introduced more than 10 technologies, some of which are going to completely redefine the way the surveillance industry functions in the market. One of them is the much talked about HDCVI technology, which is a completely revolutionary one. “The biggest challenge consumers face is the low resolution, poor quality cameras that fail to provide clarity restricting proper view when any incident occurs. With HD quality, you get a high megapixel resolution, almost at an analogue pricing. That is what India wants. HD quality at analogue pricing with the existing set-up is going to be the next big thing,” says Aditya Khemka, CEO & Director – Aditya Infotech Ltd. And this is exactly what the HDCVI technology all about - in the existing set-ups, video surveillance can be upgraded to full-HD quality without the need to even change the wire. The recorder and the camera just have to be replaced and the user gets a full HD set-up on the existing installation. This is something new launched by Aditya Infotech this year on a global platform.
A strong strategy in place…
Aditya has carefully segmented its brands from bottom to the top-end of the pyramid.So there are productsthat fit right at the bottom for the retail market and the mid-tier value for money high-end solutions for enterprises. There are also multi-national brands that arein a different league altogether. “Then we have really top brands for city surveillance projects. The idea is to cover every segment of the customer - be it govt, corporate or private sector, retail or even a warehouse. The whole pyramid has been segmented and for each level of the market we have different solutions,” says
At the same time the Surveillance market is going through a big transition that is seeing many new trends shaping up this space. “There are 2-3 trends witnessed. Peopleare demanding for a much higher resolution, HD quality pictures. They feel it is not just getting the video, but its clarity which is more important that actually serves the purpose. So that is one trend happening globally, and India will catch up very soon,” he clarifies.
Secondly, people are looking at intelligence in their systems. “Camera is a dumb device, it just captures what you are saying but it cannot analyze.So there is the role of software and video analytics that come into the picture. Very soon we will launch products for the mass market with intelligence embedded into its products, though at present we do have those products but more for projects. Soon technology will move to consumer. Every consumer will have video analytics as part of their product. That will bring more intelligence in the system,” Aditya explains.The data which the camera captures can be analyzed and used and the system will tell the user rather than a human eye examining the video 24x7.
Cloud being a big enabler for many of the businesses today has high prospects in the surveillance space too. But the trend has not picked up as yet. “Cloud from data storage perspective is definitely a big thing and is already creating a big stir. But with respect to video surveillance and storage, it is yet to be seen how strongly the cloud service can be deployed because of high streaming and bandwidth costs.We are also watching how the technology will prevail and how consumers will look at it. Some telecom companies might get into these as a service but that is again one segment of the market,” he observes.
In the end…
The surveillance market in India still at its nascent stage, partners have a long way to go to finally realize their business goals. As Aditya states it, partners should start offering value to their customer, if they really want to retain them. And by value, it is not just sellingthe cheapest product available but giving them a solution by purely understanding his needs.“When you add value the customer is always for you. Look at the new technologies we have launched and start doing 20-30% of your business on these newer technologies. Always keep in mind that India is a smart buyer. It will not overpay for any technology but will pay the right price for the right technology,” Aditya sums up.
samrita@varindia.com
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