Chapter 1

Chapter 1

Introduction and Company Profile

1.1Introduction

A security surveillance system is a surveillance system capable of capturing images

and videos that can be compressed, stored or sent over communication networks.
Security surveillance systems can be used in nearly any environment. Security and
surveillance are required for all organizations worldwide. Governments, enterprises,
financial institutions, and healthcare organizations alike are all expected and required
to have a certain level of security and monitoring measures. As a result, there has
been a dramatic increase in the demand for security applications such as security
surveillance to monitor and record borders, ports, transportation infrastructure,
corporate houses, educational institutes, public places, buildings, and others, which is
expected to drive the security surveillance market growth globally.

On account of increase in adoption of advanced surveillance by the government

sector, manufacturers have realized the need for optimum IP surveillance systems.
There are many advantages that an IP camera CCTV system offers over an analog
format. IP security cameras send their signal over a network, allowing greater
information transfer than an analog signal sent to a DVR, which act as major security
surveillance market trends. Network cameras can be wireless and work through a
network. They are used in big departmental stores, food chains, malls, factory, work
shop and many other public places to keep a check of the ongoing activities, which
assist in the growth of security surveillance market globally.

China uses next-generation speed cameras to catch speedy drivers. These roadside
cameras can catch unruly drivers. The camera network is enabled with artificial
intelligence, which can differentiate by spotting minute differences between the cars.
The camera system facilitated with artificial intelligence is a part of the ‘Sky Net’
operation that is China’s anti-corruption program mainly aimed to track down
fugitives. It is estimated that there are 170 million surveillance cameras in China. By
2020, the country expects to possess 570 million surveillance cameras to help develop
a database that will recognize any citizen within three seconds, which assist in
security surveillance market growth in the country.

Rise in need of safety in high risk areas, growth in transition from analog surveillance
to IP cameras and integration of internet-of-things has fueled the growth of the
security surveillance market size. However, factors such as high investment cost in
data storage technologies and lack of professional expertise in handling IP cameras
have hampered the market growth. Furthermore, increase in trends toward
development of smart cities is expected to offer lucrative opportunities for market
expansion.

Segmentation

The global security surveillance market analysis is analyzed based on system type,
component, application, and region. Based on system type, the market is classified
into analog surveillance, IP surveillance, and hybrid surveillance. Based on
component, the market is divided into hardware, software, and services. The
hardware segment is further sub segmented into camera, monitor, storage and
accessories. In addition, the software segment is bifurcated into security analytics and
security management software. On the basis of application, the security surveillance
market is categorized into commercial, military & defense, infrastructure, residential
and others. Based on region, it is analyzed across North America, Europe, Asia-
Pacific, and LAMEA along with their prominent countries.
The key security surveillance market leaders profiled in the report include
HKVISION, Ltd., Bosch Security System, Honeywell Security Group, Dahua
Technology, FLIR, Panasonic, Avigilon, Axis Communication, Infinova, and
PELCO. These key players adopt several strategies such as, new product launch and
development, acquisition, partnership and collaboration and business expansion to
increase the security surveillance market share during the forecast period.
Top Impacting Factors

The factors such as rise in need of safety in high risk areas, growth in transition from
analog surveillance to IP cameras, integration of internet of things in surveillance
system, high investment cost, lack of professional expertise in handling IP cameras,
and increase in trends of the development of smart cities are expected to significantly
affect the growth of the global security surveillance market. These factors are
anticipated to either drive or hamper the market growth.

Rise in need of safety in high risk areas

Public safety is of top priority in the world. Public safety agencies are investing in
numerous new technologies to ensure efficiency. This includes smart applications to
securely connect radio networks to users carrying smartphones and other devices,
security surveillance devices that can be worn to increase safety and accountability
for officers and citizens as well as purpose-built mobile applications to improve the
management of daily workflows. With the surge in crime rates, antisocial behavior,
and terrorist attacks, the government has introduced new technologies and strategies
to ensure public safety and security. It has become necessary to improve the system
and responses for catastrophic attacks and to find safe, cost-effective, and feasible
solutions. This feature adds traction to the market growth and offers lucrative
opportunities for the security surveillance market globally.

Growth in transition from analog surveillance to IP cameras

Internet Protocol (IP) Surveillance is a digitalized and networked version of CCTV

system, and is rapidly becoming the most flexible and future-proof option for security
and surveillance systems. The IP Surveillance system is made up of two components,
IP-based camera that records video content using a Network Video Recorder (NVR)
and security surveillance platform that captures and distributes the video content
through the network. IP cameras are preferred for large installation sites that already
have a high bandwidth network installed. IP surveillance cameras offer various
benefits over analog surveillance such as real-time surveillance, remote accessibility,
digital zooming capability, lower operational and infrastructure cost, greater
integration potential, ease of data distribution, easy installation, and adjustable frame
rates among others, which help in the expansion of the security surveillance market
globally.

Emerging trends toward development of smart cities

There is an emerging trend of urbanization across the globe. In India and in various
parts of Asia-Pacific, the adoption of Internet of Things (IoT) forms the basis of smart
city development. Smart cities rely on the integrated use of Big Data, IoT, and other
technologies for creating actionable insights and better decision-making. From smart
meters to smart homes, the value that IoT brings lies in the quality of the information
it captures and the utility of the service that it offers. Video-based smart city
applications include traffic control and traffic monitoring. Surveillance camera can
detect the movement of vehicles and humans on the roads and provide data related to
congested areas, peak time traffic hours, foot traffic count, vehicular count, and can
even manipulate traffic control systems which drives the growth of security
surveillance market. This analytical data forms the basis of smart cities initiatives.
With increase in innovations among CCTV manufacturers, the technology can be
used for other purposes. Citizens will be able to track parking spots in their area and
allow traffic authorities to direct traffic through the most efficient routes. Such
features of security surveillance system in smart cities development offer lucrative
opportunities for the growth of the security surveillance industry.

Key Benefits for Security Surveillance Market:

 This study includes the analytical depiction of the global security surveillance
market forecast along with the current trends and future estimations to determine
the imminent investment pockets.
  The report presents information regarding the key drivers, restraints, and
opportunities.
 The current market is quantitatively analyzed from 2017 to 2025 to highlight the
financial competency of the industry.
 Porter’s five forces analysis illustrates the potency of the buyers and suppliers in
the industry.

1.2Company Profile

Indian domestic market throbbed with new opportunities in the last decade of the 20th
century and in this fiercely competitive mid-90s marketing milieu, Fortune Marketing
Pvt Ltd, appeared on the horizon. And thereafter, the story has been replete with
constant evolution and elevation, glories and achievements, one after another. Merely
a Delhi-based IT-trading company of 1994 has enlarged into an out-and-out
distribution company for electronic security and computer hardware products with a
solid pan-Indian presence and appeal.

An ISO 9001:2008 company, with its main office settled in Delhi, Fortune today
distributes more than 500 products, provided by some top-tier global brands, through
its channel literally becoming a one-stop-source for different security-surveillance
and IT-requirements with an absolute supremacy in IP CCTV-products, Biometric
products, Access Control, Computer Hardware and Peripherals, Data Storage
Solutions, Networking, Mobile Accessories, Audio and Multimedia products and
Software products.

With floating its very own brands like Enter, producing a range of hardware devices
like Peripherals, Networking, Add-on Cards, Multimedia, CCTV and VDP and
Raidstore, providing high-end yet affordable and flexible storage-options for varied
IT-requirements, Fortune has always added a new dimension to its vision.
Seagate, a top-notch international brand for storage-devices has been conferring
Rookie of the Year award on Fortune in recognition of its trading accomplishments
since the inception of the tie-up. After initially sharing the distributorship of Norton
products, thanks to its result-centric efforts, Fortune acquired their exclusive national
distribution-rights from Symantec, a renowned global brand.

Fortune has always captured the essence of the demands of the market. Venturing into
electronic security and grabbing the solo distinctive countrywide distributorship of
Secureye, a nonpareil worldwide brand, was a clincher. Creative, Zoook, Tenda, HP
Flash Drive and PNY are other globally distinguished brands on board with Fortune
to provide with a variety of product-verticals.

Fortune today has 22 Branches across the country to cover PAN India market and
every single branch of the company is adequately primed and arranged to execute
total sale and post-sale support. A regular availability of different products coupled
with swift operations and logistics and proficient back-end work-force are embedded
in every centre’s work-routine. Engineers and technicians are always keen to tackle
and correct defects in products to provide customers and channel-partners with the
brand-aligned quality of service.

Fortune distributes products among a massive nationwide network of Re-sellers,

System Integrators, LFRs and OEMs with clear business-relations and simple trade-
ethics. Undoubtedly, Fortune has established new parameters of excellence everyday
in the sphere of trade with establishing itself as a trusted supplier and Value-added
Distributor of electronic security and computer hardware products. Registering a
phenomenal 165% growth during 2009-13 is illustrative of the fact taking the
company’s current turnover to staggering figure of around 600 Crores.

Fortune Marketing Pvt. Ltd greatly values its reputation as a distribution company of
higher echelons with keeping products of immaculate quality in its channel, having
cross-functional collaboration among employees and rendering service of the highest
order.
1.2.1 Products

Fortune today caters to a largest range of product portfolio in the country. With over
500 products in the portfolio, Fortune has today become the one stop shop for most of
the IT requirements, With a vision to give Channel, OEM, System Integrator value
for their money.

1.2.2 Logistic

All the branches are fully equipped to handle complete sales and post sale activities.
Sufficient stocks are available at each branch to cater to local demand. Also all the
branches are equipped with 24 Hrs availability of Internet connectivity vide
broadband connectivity.

1.2.3 Post And Pre Sales

Fortune over a period of time has developed a fully operational and competent
technical team, who is capable to provide complete pre and post sale support to the
customers.

1.2.4 Customer Service

Fully operational service center located at Delhi HO has complete infrastructure and
strength of over more then 100 Engineers, capable of handling all kinds of products,
Fortune delivers best post sales service to the customer.

1.2.5 Distribution
 Fortune today distributes more than 500 products, provided by some top-tier global
brands, through its channel literally becoming a one-stop-source for different
security-surveillance and IT-requirements with an absolute supremacy in IP CCTV-
products, Biometric products, Access Control, Computer Hardware and Peripherals,
Data Storage Solutions, Networking, Mobile Accessories, Audio and Multimedia
products and Software products.

1.2.6 Software Development

Fortune Marketing pvt. ltd. is a rapidly growing custom software development

company with headquarters in Delhi. We specialize in the development of custom
software applications. Specifically, our company carries out custom programming,
database design, and client-server and internet/intranet software application
development. At every stage of the development process, from conceptual design to
product release, the highest quality standards are maintained. Our extensive
communication facilities allow us to keep in touch with our customers 24 hours a day.