Visual perspective

David Hammond (DH): I feel the most significant change has been in the attitude of both the general public and the business community towards CCTV.

When I came into the industry 18 years ago, 1984 had already been and gone but there was still suspicion about CCTV in terms of its potential to invade privacy. In the workplace, on behalf of their members the Trade Unions would object to any CCTV scheme if it were felt that the system may be used for purposes other than those for which it was intended.

Today we can see a huge proliferation of surveillance systems. In fact, the UK's CCTV market is the most mature in the world. People are now far more relaxed about seeing cameras "watching" them – be it in the High Street or in the workplace.

SMT: Why do you think there has been this greater acceptance of CCTV?

DH: CCTV has had much positive PR over the past few years. It has been seen to reduce theft in shops, detect and deter vandalism and create a safer environment in areas such as car parks. It continues to play a major role in the fight against terrorism. In the work environment, CCTV plays an important role in respect of Health and Safety issues while reducing the opportunity for criminal activity.

SMT: From a manufacturer's standpoint, what do you feel are the biggest changes that have influenced the industry?

DH: Developments in technology have meant huge advances for product. In the mid-1980s, the majority of CCTV systems used low-to-medium resolution monochrome cameras. The development of colour cameras was still in its infancy, and the colour models that were available were relatively highly priced and their quality not particularly good.

Today, there's no shortage of manufacturers of high resolution colour cameras that are reasonably priced. In the last two or three years the introduction of digital technology has made the most significant contribution to the choice now available to customers. The price/performance ratio of digital video recorders, for example, has improved dramatically, offering substantial benefits over conventional VHS video recorders.

The 'digital revolution' has also opened up a whole new area of opportunity. That is, the ability to send video over IP networks.

SMT: So do you have a high level of confidence regarding the future of the CCTV industry?

DH: Yes, I do. Although we may no longer see the dramatic growth of the 1990s – when there was a huge investment in large town centre CCTV schemes, much of that work now having been completed – there are still great opportunities for CCTV to assist end users.

Not only with pure security matters, but also with marketing and management information and Health and Safety issues.

SMT: Do you foresee any problems or challenges on the horizon for the surveillance industry?

DH: We are always subject to the effects of an economic downturn or world events as end users are usually cautious about capital expenditure when there's any degree of uncertainty concerning the state of the economy. However, perhaps the biggest threat to our industry is that we are in danger of becoming a victim of our own success.

SMT: What do you mean by that, David?

DH: I believe that, as an industry, we are in serious danger of becoming technology rather than market-driven. In striving to be competitive, we are responding more and more to what is possible technically rather than what's required by the CCTV end user.

We also have to acknowledge that new technologies and products developed for the consumer market quite often drive what is happening in CCTV. This is quite understandable, bearing in mind the substantial amounts of money being spent on r&d by manufacturers looking for a share of the vast consumer market.

SMT: Can you give SMT's readers a good example to illustrate the point?

DH: Video-over-IP... The ability to view and transmit images over a computer network is a very good example of where the industry is being technology-led. I hasten to add that we at Sanyo share the vision of many others in the industry in believing that Video-over-IP will make its mark sometime in the next two-to-three years. At the moment, though, you could almost view this particular 'genre' as a solution looking for a problem.

It’s not normal for manufacturers to have direct interaction with end users. It would be extremely useful if we could establish a forum to meet those businesses and organisations who are major users of CCTV

There's a wide range of IP cameras and video servers out there, but there's currently no real demand for them. Indeed, end users may be somewhat bemused that our industry seems to be promoting this technology so heavily. We now have two exhibitions devoted to it, and every month the leading trade publications run articles and opinions on the subject.

However, the challenge facing us is much bigger than this particular example. There are now probably 2,500 or more CCTV products available on the UK market. That takes in cameras, monitors, video recorders and domes, etc. Customers have a huge choice, but I don't believe that the majority of end users are that interested in what manufacturer actually supplies the product for their particular project. They may have a requirement for CCTV, but they rely on the advice of their chosen installer – or in the case of larger concerns an appointed private sector consultant or specifier – to recommend an appropriate solution.

SMT: Why is this a problem in your view, David...?

DH: Well, in theory there isn't a problem. With so many products to choose from, suitably qualified and trained installers can now offer solutions to virtually any application.

Installers, however, will normally only respond to customer's immediate needs.

SMT: Are you suggesting, then, that installers are perhaps a little too short term in their thinking?

DH: Not at all, no. We are fortunate to have a very large number of highly professional installers servicing our industry who endeavour to offer their customers – the end user – the very best possible solutions to their security needs. However, their recommendations can only be based on products that are currently available. Far from criticising installers, I'm acknowledging that we need to offer them more support in opening their customers' minds as to what may be achieved in future.

Installers are invariably in a competitive situation, and will therefore be looking to offer their customers the best possible price for the client's immediate security requirements. With technology advancing at such a rapid pace, the onus must be on the manufacturers to tune into the aspirations of end users in terms of their future surveillance systems.

As manufacturers, we are somewhat divorced from the thinking of those who are actually using our products. If we can bring to the attention of the end user the additional benefits of new technology, and bring into the conversation not only security managers but also their operational and IT people, then perhaps we can assist end users to justify a continued investment in CCTV.

SMT: How do you propose to achieve this?

DH: I believe that manufacturers like ourselves need to receive greater feedback from the actual users of CCTV. It's not normal for us to have direct interaction with end users, other than for training and sometimes technical support purposes. It would be extremely useful if we could establish a forum for manufacturers such as ourselves to meet with businesses and organisations who are major users of CCTV.

SMT: Doesn't the CCTV User Group already organise and host such meetings?

DH: The CCTV User Group does an excellent job in bringing together a large number of major CCTV users. However, the points addressed are typically about standards and Best Practice relating to CCTV, and the evaluation of existing technology. Digital recording would be a classic example.

SMT: So what would you want to see happen that is different to the CCTV User Group's current offering?

DH: The objective would be to look to the future and evaluate the potential technological advances that are likely to occur. It would be invaluable for manufacturers such as ourselves to receive input on what end user concerns and requirements for the future are likely to be.

SMT: Are you proposing that Sanyo sets up this forum?

DH: On an initial basis, I'm hoping that this discussion will generate a response from SMT's readership as to whether there is any sympathy for my point of view that the industry is seen as being technology-driven rather than market-led. This would perhaps justify a case for setting up a CCTV Focus Group at which end users, our fellow manufacturers and installers could participate in a 'brainstorm'.

I feel quite strongly that both our industry and its customer base would gain much from such an exercise. Sanyo would be pleased to act as hosts of the Focus Group, but would look to employ the services of an independent concern such as Security Management Today to facilitate the meeting.