3G Mobile Video Surveillance

mobile phone monitoring business is the wireless monitoring equipment video signal through the public wireless mobile communication network transmission, real-time online view of the situation, not subject to time and geographical restrictions of 3G new business. Users can take the initiative to view the monitoring site, or when there is a warning signal generated, you can also be notified immediately, and by viewing the scene to confirm the alarm.

The basic ability of mobile phone monitoring system is:

Real-time Alarm: monitor the site when there is an unexpected situation, through the active video to the phone alarm.

Active viewing: You can always view the situation of the monitoring site.

Online settings: Can be set up by mobile phone monitoring equipment, such as whether intrusion detection, open the machine, image settings and so on.

Multi-cell phone support: A mobile phone due to shutdown or network reasons can not contact, to other mobile phone alarm.

In addition to the application in the field of security, the timely acquisition of video information is also an important application of mobile video surveillance, such as real-time access to traffic information, hospital visits, kindergarten children visits, business operations and management.

extensive knowledge of home users

NODA Consulting survey data show that 48%, 42% and 38% of the users believe that mobile phone monitoring can be applied to home security and home care and elderly supervision and family safety, and secondly, 30%-35% of users believe that mobile phone monitoring can be applied to store anti-theft, traffic information in real-time release. 28% of users believe that mobile phone monitoring can be used in hospital patient monitoring. In addition, less than 25% of users believe that mobile phone monitoring can be applied to children in the kindergarten activities of supervision, pet home monitoring and corporate security and management.

The above survey data can be seen in our country, the current widely recognized by the public and recognition of mobile phone monitoring is home monitoring, including home anti-theft monitoring, home child and elderly supervision and family safety monitoring. Other applications such as shop security, real-time traffic information, hospital patient monitoring, kindergarten children's activities, pet home conditions of application user awareness is low, these aspects of the application of the trial population is relatively small.

For enterprise Security and Enterprise management, from the public perception of its recognition, the value of its application is not high, at the same time, due to the characteristics of mobile phone terminal, and network video surveillance comparison, more suitable for home and SME users.

Figure 1 User awareness of mobile video surveillance in different areas

users worry about the problem

Noda Consulting on the use of mobile phone video surveillance user reasons to investigate, the results show that 43% of users worry about the tariff is too high, followed by mobile phone monitoring does not understand and do not need the service users accounted for 32%, 30%. 22% of users worry about the price is not high, 12% users because of the use of more trouble than the choice of mobile video surveillance services.

Figure 2 Why the user does not use the phone to monitor the service

Combined with the above user survey and the analysis of the market, the current mobile video surveillance business facing the main problems are the following four aspects.

First, the tariff is currently affecting the user to open mobile video surveillance services important factors.

Noda Consulting further to the user to open the main consideration of mobile phone monitoring services to investigate, the results show that the most important factor for the tariff, 66% of the users think the tariff is an important factor to consider. Second, 46% of users believe that the convenience of access to services (i.e., business processes) is an important factor affecting the user to open the mobile phone monitoring business. Others, including the quality assurance of service providers, equipment costs, privacy and ease of use of the user also has a certain impact, but the impact is small.

Figure 3 The main factors that affect the user's mobile phone monitoring service

Second, user awareness is low,

According to the data from the survey, the user's current awareness of mobile phone monitoring is still relatively low, 54% of users know a little about it, and 39% of users do not understand it, only 8% of the users of the mobile phone monitoring business is very familiar.

Figure 4 User knowledge of mobile video surveillance services

This paper analyzes the status quo of low cognition of mobile phone monitoring service in our country, the main reasons are:

On the one hand, although operators in the early 2004 have related business and product launches, but mainly concentrated in the industry and enterprise users, in the home users of business products relatively small. In addition, personal and home users of mobile phone monitoring needs are not high, users of relevant knowledge acquisition of the initiative is also small.

On the other hand, operators ' propaganda is not in place. According to the data from the survey, the main channel for users to access video surveillance information is the Internet, 51% of the users are aware of the mobile video surveillance through the internet, while the traditional TV media and newspapers and magazines to obtain relevant information about each of the users accounted for only about 24%, Through the relevant mobile video surveillance enterprises to disseminate promotional materials and information about the users accounted for 12% and 10%. Thus, the mobile phone video surveillance propaganda is not in place, resulting in consumers can not through the multi-channel access to relevant information.

Figure 5 User Phone monitoring related information to obtain channel distribution

Third, the user is not satisfied with the quality of service, worried about the price is not high.

As can be seen from Chart 6, 22% of users do not choose to turn on mobile video service is worried about the price is not high. At the same time, from the Novartis Consulting on the mobile phone monitoring user satisfaction survey, 71% of users think the current service generally, 18% of users expressed satisfaction, very satisfied users accounted for 9%. As a result, most users are receptive to the current phone monitoring service. In this, the quality of service includes video quality, daily system maintenance and other services. Analysis of its reasons, on the one hand, the mobile phone monitoring users can be realized through the mobile phone to a certain place, the person's supervision, but, by the current network construction and other factors, video transmission or related services can not make users satisfied. On the other hand, the products of the three operators have not been well promoted and applied, therefore, users can not be compared to the service in use to make a clear evaluation.

Finally, the price of mobile phone video equipment is too high.

NODA Consulting survey data show that the acceptable purchase of mobile phone monitoring equipment costs less than 100 users accounted for 38%, the same proportion of users to 100-200 yuan of equipment costs can also be accepted, 16% of users of 200-500 yuan of equipment costs can be accepted.

Figure 7 The user can accept the purchase of mobile phone monitoring equipment fees

Mobile video Surveillance system is generally divided into server, field terminal, user Terminal 3 components.

Current manufacturers and service providers also stay in the traditional monitoring concept, the mobile phone video surveillance as a professional security products to price, according to the current market price, home mobile phone monitor terminal generally between 2000 yuan to 3000 yuan, can also be done through computer and computer cameras to complete the front-end information collection, No need to buy other equipment, but the effect is slightly worse. Compared with NODA Consulting survey results, there is a very big gap between the cost of front-end equipment 2000-3000 yuan and the user's expectation of the equipment cost of 100 yuan under the better effect of mobile video surveillance.

Noda Consulting that if the price of mobile video equipment at about 3000 yuan, personal shops, chain stores, factories and other industry users will try to use, for the family and personal market demand and cost-effective, mobile video surveillance front-end equipment, the market price should be at least 1000 yuan, in order to attract the majority of users to use.

In addition, mobile video surveillance is a long-term business model, users may want to use 5 years or longer, so the stability and expansion of the server, customer service personnel door-to-home services costs, long-term is a big expense. In the long run, if the operators reduce the initial price of equipment, in the service sector to create a portion of profits, not only save the user's short-term costs, cultivate the market, but also conducive to the stability of services and the formation of the value chain.

reasonable tariff and expansion of propaganda is the key to market development

For the development of mobile video surveillance market, the following aspects should be solved:

First, adjust the tariff, expand the user.

NODA Consulting survey data show that users can accept the mobile phone monitoring monthly rate of 20 yuan is the majority, accounting for 45%, followed by 20-50 Yuan accounted for 30%, 50-80 yuan accounted for 14%.

Currently

The current tariff standard and the user 20 yuan below the tariff expectation existence very big disparity, if individual or the household user's tariff can reduce to 20-50 yuan, the handset video surveillance service will be able to be accepted by most users.

Whether tariffs and equipment prices can be accepted by most consumers is a key factor in promoting mobile video surveillance services. For consumers, the decision to choose which carrier service is the largest fulcrum is still at the tariff, therefore, in the early 3G business, it is recommended that operators do not focus on short-term ROI, but abandon the market opportunity to occupy users.

Figure 8 User-acceptable home or personal phone monitoring monthly service charge

Second, expand the propaganda, improve the user's cognition degree.

With the construction of 3G network and the development of various businesses, the operator's propaganda is also increasing, but the current user's understanding of the 3G business is most familiar with the mobile TV business, most users of the mobile video surveillance business is limited to the understanding of the phone, therefore, operators on the one hand should expand the propaganda surface, in addition to the Internet, To promote the media in television broadcasts and newspapers and magazines to expand the audience. On the other hand, operators should refine the content of the propaganda, for the tariff standards, payment methods, service opening process and the user's concern about the confidentiality of information and other content to give consumers detailed information.

Third, improve the experience and cultivate user habits.

Users are accustomed to determine the market, at present, by the data transmission rate and most of the user terminal video playback functions and other factors, mobile phone video surveillance is far less than mobile phone text messages and other applications, mobile phone video surveillance in the future target user habits have not been formed. In this case, the service providers need to start from the long-term interests, the market to cultivate, guide the user's consumption habits. Operators can try to let some mobile users through the free experience of receiving services to further enable users to develop consumer habits.

Mobile video surveillance will follow 3G footsteps

Mobile video Surveillance system as a security and mobile communications in the field of

From the foreign video surveillance market can be seen, the individual users are indispensable in the field of video surveillance, important customers, has been the development of a slightly faster network video surveillance business is mainly concentrated in the industry users, because the home video surveillance has not formed a scale, the industrial chain has not been fully formed, coupled with the cost, the impact of equipment complexity , there has been no significant development in the home video surveillance market. In recent years, with the improvement of people's living conditions, the domestic market for civil safety monitoring system needs to be heated to mobile phone as the terminal video surveillance, from the appearance of equipment, functions, applications and prices are constantly close to the household market consumption demand.

The continuous development of 3G network technology and mobile terminal provides the necessary conditions for the appearance and promotion of mobile video surveillance, and the market demand provides a wide space for the development of mobile video surveillance. At the same time, 3G market is also the main driving force, is the future of mobile communications important market growth point. With the pace of 3G commercial, 3G wireless network technology is also accelerating innovation, 3G wireless monitoring

Figure 9 2006-2011 China Mobile phone monitoring market scale and forecast

According to Noda Consulting "mobile video surveillance market and User Behavior Research Report 2009" Research results, 2006-2009 for mobile phone monitoring business import period, 2006 Mobile phone monitoring business market size of 130 million yuan, mobile phone monitoring business annual operating costs from 2009 onwards, will gradually decline, the current average of about 1000 yuan/year, to 2011 will be gradually reduced to 600 yuan/year, equipment costs will also be from the current 3000 yuan/point, Gradually dropped to 2011 of 1000 yuan/point.

Thus estimated 2009 years, China's mobile phone monitoring market size will reach 1.95 billion yuan, in 2011, China's mobile phone monitoring business market size will reach 7.22 billion yuan.