| Video interconnection technology is the most crucial ground-level core technology in the civil video surveillance industry.It was developed with the key stages when the industry was advanced.In 2G/3G era,civil video surveillance market emerges,subject to the mobile network bandwidth.During this period,security manufacturers focused on the professional market which generally had lower mobility requirements.In the civil field,however,only localized monitoring or remote photo monitoring products was tentatively launched,with little market reaction.One or two start-ups tried to meet the product demand in civilian market through video interoperability technology innovation which can break the mobile network bandwidth limit but in vain as by then the civil market environment was immature(for example costs of important parts and components such as chips are high)and stayed at an overall small-scale high-end stage.With the arrival of the 4G era since 2015,the technical barriers caused by low mobile network bandwidth were crossed.The standard H.264/RTSP video codec and streaming media technologies made such basic requirement as mobile(cellphone)video surveillance possible.Civil video surveillance bloomed and the industry developed rapidly,with many traditional security companies and Internet companies seized the opportunity to join the war.To adapt to such a situation,chip manufacturers including HiSilicon also introduced affordable chip solutions for the civil market.Besides,costs of relevant electronic components were also greatly reduced,allowing and stimulating the rapid growth of the civil market size,as well as lower prices and more intense competition.However,due to limited industrial accumulation,single and homogeneous application scenarios,the momentum of the civil market was not large enough.Unsatisfactory intelligence level was also frequently criticized by users.Since the key to intelligence is quick and efficient interactive interconnection,analysis and processing,it is urgent to make new innovations and breakthroughs in video interconnection technology.The research object of the paper is Company D where the author works.Established in September 2013,more than 80% of its staff are experienced programmers.The Company alsoowns a number of international and national PCT development patents,including the globally leading narrowband(2G/3G)video streaming technology(a narrowband network-based remote visual mobile monitoring core technology),which,together with the existing 2G/3G network environment,permitted the Company to take the lead in launching the first real civil video surveillance cameras.Unlike traditional monitoring products in the industry that needs professional skills to install and use,the products of the Company aimed at being "easy to use".The Company is also committed to becoming the forerunner and leading manufacturer of civil video surveillance industry.Thanks to its unique positioning and the scarcity of the market,the Company obtained an excellent performance of 50,000 users within 3 months after launching its products and got a venture investment of 5 million Yuan from Yimeng Capital in less than half a year.Since the second half of 2015,mobile interconnection rapidly emerged in the 4G era has profoundly influenced our lifestyles and concepts.The demand for home video surveillance applications also changed dramatically.On the one hand,4G networks has greatly increased bandwidth,letting civil video surveillance products no longer rely on non-standard narrowband video interconnection technology.The leap of this key technology also led to a drastic increase of competitors entering the market,which further results in a free market competition stage where the scale,strength and service count and consumers prefer branded and easily accessible products.On the other hand,the mobile Internet trend makes the users have higher requirements on interactive intelligent processing.The products not only have to be "connectable and viewable" but also "fast in interaction and processing".In such context,the Company's narrowband video interconnection technology,due to its inherent advantages in video interactive experience,is sought after in the industry,and many manufacturers show their wishes in video technology cooperation.The Company is facing a strategic choice between whether to stick with the extremely fierce competition in the C-end market of civil video surveillance machine,or find another way in the B-end market.In this Paper,it is aimed to explore,analyze and verify what beneficial transformation positioning should Company D make under the new market environment from a perspective of strategic positioning,based on the core competencies of the Company,considering the industry environment,and by deeply interviews with important internal and externalstakeholders.Since Company D is somehow a typical startup company in response to the changes in market environment,the research and analysis here are expected to provide certain reference values to other relevant companies. |
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