The ethos of Videocon brand is Innovation, value for money and quality: Arvind Bali

As per the brand, Eastern Region will be the fastest growing market in the country in the next 3-4 years. Arvind Bali, CEO, Videocon Wallcam & Telecom shares insights about the market potential, the current Security and Surveillance market size in India and their interest and challenges.

Why this sudden interest in catering to the market of eastern region?
The current Security and Surveillance market size in India is approximately Rs 6600 crore, of which the eastern region comprises 9 per cent (approximately Rs 600 crore) while the region contributes to a little more than 26% of the country’s population, hence a clear opportunity. As per our estimate, the Eastern India region will be the fastest growing market in the next 3-4 years due to the given demographics; therefore it is a great business opportunity to tap the available opportunity

What are the underlying challenges?
The key challenges include poor customer awareness and the missing factor of necessity for security and surveillance. People still think that the solutions are expensive, while now that is not the case. However, though slowly, yet we are seeing a change in the trend, the awareness is growing and so is the affordability factor.

What are the new products showcased for retail segment?
Among the products for retail segment are AHD (Analogue high definition) and DVRs (Digital Video Recorders), Video Door Phones, Wireless kits, Cube cams, Car cams, adventure cams in various configurations & specifications.

- AHD cameras + DVR: DVR (Digital Video Recorder) is a device that records video from AHD surveillance cameras on to a hard disk or similar storage device. These devices also display the live feed of the cameras installed on monitor and are capable of handling various other functions like alarm management, controlling the cameras (PTZ – Pan, tilt and zoom) , remote viewing etc . Video on a DVR is encoded and processed at the DVR. . The DVRs come in configuration 4, 8, 16, 32 and 64 channel (here channel means the no. of cameras that can be attached to the DVR).

- Wireless camera solution: Wifi kits and Cube cameras – These kits come with 'no strings attached' plug and play convenience. The wifi enabled cameras transmits the video signal to the NVR (Network Video Recorder) wirelessly using a radio band. The cameras come in weather proof housing with IR array for night viewing. The cameras can be installed anywhere inside or outside the house and these cameras automatically connect to the NVR inside the house for viewing, recording and playback of video. This solution is also Smartphone compatible for remote viewing.  This solution is ideal for luxury houses as there is no wiring required between the camera(s) and the NVR, and we all know the mess wiring can create. These kits are available in configuration of 4/8 IP cameras + 1 NVR i.e. you can attached upto 4 or 8 cameras wirelessly to an NVR to secure your house seamlessly and wirelessly..

Tell us about your high-end and sophisticated products showcased recently and how do they stand out from your competitors?
As a brand, Videocon has always believed in innovation and offerings that stand out. Among the high end and sophisticated products that we offer include

-  Vehicle camera solution with GPS and 4G module for seamless connective

-  4G CCTV solution, again that offers seamless connectivity.

-  Number plate reader solution which can capture images at up to 120 Kmph moving vehicles.

-  Video Analytics solution that goes beyond regular video surveillance and offers a host of features like Face recognition, People Counting, Motion Tracking, Left Item Detection, Object Classification, Removed Item Detection, Virtual Fence/Perimeter Breach, Vehicle Counting, Wrong Direction Loitering,  flame/fire, smoke detection, no. plate recognition etc.

Discuss in brief some of your innovative products.
We have recently partnered with Vodafone and launched 4G CCTV solution. The solution makes CCTV solution seamless, and will allow the user to deploy the solution practically everywhere and view the footage remotely. The used cases of this solution included vehicle surveillance for buses, trucks, trains, cabs etc; and deployment at open public areas such as bus shelters, streets etc.

What price range do you offer?
We have always believed in offering ‘Value for money’ products to our consumers. Our Wallcam solutions are affordable and will provide after sales services from a 1000 sales and service centres.  These will be priced at 15% lower than other brands. The customer price for Videocon WallCam video surveillance product range starts with as low as Rs 2500 for a Wireless CubeCam; and a set of four 1MP AHD CCTV cameras and 4 Channel DVR will cost the customer as low as Rs 6500.

What plans do you have in mind for optimising costs?
Most of our products are being manufactured and assembled in various parts of India. We have our manufacturing units been set up in Pune and other cities- this make our products 'Make in India'. Gradually majority of our products, few of which are currently being sourced from aboard, will be manufactured here; this will help in cost optimisation

What is your franchise strategy?
To start with we will be selling our products and solutions through conventional and specialised retail, system integrators and online. As the business grows, we may look at exclusive stores and franchisee framework.

What is your mantra to counter competition in the market?
Videocon is a strong and trustworthy brand in consumer durables and appliances. The ethos of Videocon brand is ‘Innovation’, ‘value for money’ and ‘quality’. This is exactly what our brand positioning strategy will be, we will offer most up-to-date, innovative and high quality products to our customers’ at the most reasonable prices along with after –sales service from about 1000 centres across the country. So, Videocon will capitalize on brand acceptability, manufacturing capabilities, R&D, distribution strength and reach.

5 years down the line, where do you see Videocon?
The total Video Surveillance market in India in 2017-18 is expected to be approx 3650 Cr, of which the organized CCTV market will be approx 65% i.e. approx 2375 Cr. Our aim is to be among the Top 3 players in the domain with minimum 18-20% market share by FY20-21. We want to make our brand ‘Wallcam’ a synonymous to CCTV cameras and to be the in the customer’s consideration set in every buying decision that takes place.