Sip Report Final - Home Automation

2014-15
PROJECT REPORT
ON
MARKET RESEARCH:HOME
AUTOMATION & SECURITY
SYSTEMS
School Of Management
Market research:Home Automation & Security systems

Contents
List of Tables ............................................................................................................................................ 4
List of Figures ........................................................................................................................................... 5
Company Certificate ................................................................................................................................ 6
Internal Certificate ................................................................................................................................... 7
Acknowledgement ................................................................................................................................... 8
Executive Summary.................................................................................................................................. 9
Company Profile..................................................................................................................................... 10
Overview ............................................................................................................................................ 10
Shared Values..................................................................................................................................... 10
Company Structure ............................................................................................................................ 10
Style / Culture .................................................................................................................................... 11
Staff .................................................................................................................................................... 11
Skills set .............................................................................................................................................. 11
Industry/Competitive Analysis ............................................................................................................... 12
Industry .............................................................................................................................................. 12
Industry Analysis ................................................................................................................................ 12
Major Market Areas ........................................................................................................................... 13
Market Assessment............................................................................................................................ 14
Market Diversion ............................................................................................................................... 16
Assess the industrys five competitive forces .................................................................................... 17
Direct Competitors............................................................................................................................. 18
Competitive Advantage of closest competitors................................................................................. 18
ZIcom.............................................................................................................................................. 18
Honeywell ...................................................................................................................................... 19
Who are your indirect competitors? ................................................................................................. 19
SWOT Analysis of NCC........................................................................................................................ 19
Strengths ........................................................................................................................................ 19
Weakness ....................................................................................................................................... 20
Opportunity.................................................................................................................................... 20
Threat ............................................................................................................................................. 20
Sectors - Served By Security Systems ................................................................................................ 21
Market Analysis...................................................................................................................................... 22
PESTLE Analysis .................................................................................................................................. 22
Segmentation ..................................................................................................................................... 24
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Geographic ..................................................................................................................................... 24
Demographics ................................................................................................................................ 25
Psychographics............................................................................................................................... 25
Behavioural .................................................................................................................................... 26
Target Group ...................................................................................................................................... 26
Positioning ......................................................................................................................................... 26
Competitive Positioning ..................................................................................................................... 27
Positioning Statement........................................................................................................................ 27
Identification of customer needs being met ..................................................................................... 28
Action Plans 4Ps .................................................................................................................................... 29
Product ............................................................................................................................................... 29
Intercom System ............................................................................................................................ 29
Watch Dog...................................................................................................................................... 30
Vision Terminal .............................................................................................................................. 31
Porch Unit ...................................................................................................................................... 33
Visitor Tracking System .................................................................................................................. 34
Price ................................................................................................................................................... 35
Promotion .......................................................................................................................................... 35
Distribution ........................................................................................................................................ 36
NCCs Sales & Distribution Hierarchy ............................................................................................. 37
Value Chain ........................................................................................................................................ 37
Internship-Project Analysis .................................................................................................................... 39
Home Security Systems Work-Flow ................................................................................................... 39
Data Collection (Field Work) .............................................................................................................. 40
Field-Work Analysis............................................................................................................................ 61
Growth Drivers ............................................................................................................................... 61
Growth Impediments ..................................................................................................................... 62
Current Scenario ............................................................................................................................ 62
What is needed? ............................................................................................................................ 62
Upcoming Technology Trends........................................................................................................ 63
Future Trends ................................................................................................................................. 63
Challenges ...................................................................................................................................... 64
Reasons monitored home security isn't worth it........................................................................... 64
2011-2020 market by vertical submarket ...................................................................................... 65
Annexure ................................................................................................................................................ 66
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NCC Survey Questionnaire ................................................................................................................. 66
Bibliography ........................................................................................................................................... 69
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List of Tables
Table 1 - May 2007 Market Assessment ................................................................... 15
Table 2 - Vision Terminal Technical Specification (Type-1) ...................................... 31
Table 3 - Vision Terminal Technical Specification (Type-2) ...................................... 32
Table 4 - Porch Unit Technical Specification ............................................................. 33
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List of Figures
Figure 1 - NCC Work Structure ................................................................................. 10
Figure 2- Major Market Area (India) .......................................................................... 13
Figure 3 - Market Distribution .................................................................................... 14
Figure 4 - Market Diversion Graph ............................................................................ 16
Figure 5 - Technology Diversion Graph..................................................................... 16
Figure 6 - Served Sectors ......................................................................................... 21
Figure 7 - Perceptual Map ......................................................................................... 27
Figure 8 - Intercom Terminals ................................................................................... 29
Figure 9 - Watch Dog System ................................................................................... 30
Figure 10 - Vision Terminal (Type-1) ......................................................................... 31
Figure 11 - Vision Terminal (Type-2) ......................................................................... 32
Figure 12 - Porch Unit System .................................................................................. 33
Figure 13 - Visitor Tracking System .......................................................................... 34
Figure 14 - Distribution Model ................................................................................... 36
Figure 15 - S&D Hierarchy ........................................................................................ 37
Figure 16 - Value Chain Model.................................................................................. 37
Figure 17 - Work Flow Diagram ................................................................................ 39
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Company Certificate
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Internal Certificate
This is to certify that Mr. Marfatia Hardik Khushvadan (07329) has completed his
summer internship at NCC Telecom Pvt. Ltd. At Bharuch location & has submitted
this project report entitled Market Research: Home Automation & Security Products
towards part fulfilment of requirement for the award of the Post Graduate Diploma in
Management (IMG - 7) 2013-15.
This report is the result of his own work & to the best of my knowledge, no part of it
has earlier comprised any other report, monograph, dissertation or book. This project
was carried out under my overall supervision.
Date:
Place:
-----------------------------------
Internal Faculty Guide
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Acknowledgement
It is not possible to prepare a project report without the assistance & encouragement
of other people. This one is certainly no exception.
On the very outset of this report, I would like to extend my sincere & heartfelt
obligation towards all the personages who have helped me in this endeavour. Without
their active guidance, help, cooperation & encouragement, I would not have made
headway in the project.
We take this opportunity to express ours profound gratitude and deep regards to our
Industry mentors Mr. Saiprasad Bhosle & Ms. Bhavana Patel as well as our
Collage Guide Prof. Mohita Sharma for their exemplary guidance, monitoring and
constant encouragement throughout the course. The blessing, help and guidance
given by them time to time shall carry us a long way in the journey of life on which we
are about to embark.
We are obliged to FORE School of Management also for the valuable information
provided by them in their respective fields.
I also acknowledge with a deep sense of reverence, my gratitude towards my parents

and member of my family, who has always supported me morally as well as
economically.
Any omission in this brief acknowledgement does not mean lack of gratitude.
Thanks,
Hardik Marfatia
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Executive Summary
This summer internship project which is undertaken in NCC Telecom Pvt. Ltd. is
about Market Research on Home Automation & security products.
At the beginning starting with the Industry Analysis; current market size of electronic
security system is Rs.10 billion, it is envisaged to be as large as Rs.22 billion by
2015. It is expected to grow conservatively by about 26%; then analysis followed by
market assessment, major market area, and SWOT analysis of NCC and direct as
well as indirect competitors of NCC Telecom Pvt. Ltd. in India for these products.
In market analysis which is start by PESTEL analysis, STP for NCCs products range,
competitive positioning of NCC followed by 4Ps of marketing which is used by NCC
to cover its market & target segments.
At last in field work; during this 8-week internship duration I met over 100
builders/architects/electrical dealers etc. to analyze the potentiality of Bharuch city for
these products in near future. During the conversion with these people I came to
know about Growth Drivers,Growth Impediments,Current Scenario, Upcoming
Technology Trends, Future Trends, Challenges, Reasons monitored home security
isn't worth it etc. which help me to understand the markets expexctions as well as
consumer behaviour for these products.
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Company Profile
Overview
NCC Telecom Private Limited with its popular abbreviation NCC was established in
the year 1989.
Since its inception NCC has determinately forged ahead with the aim of constantly
providing value additions to its customers. This is achieved due to NCCs firm belief
in channelling dedicated resources towards research and development activities.
As a result today NCC presents a range of products. In building automation NCC
offer intercom, video apartment and security systems while in the realm of home
automation products we have come with products such as video door phones and
security solutions and communication solution through the EPABX systems.
Shared Values
We foresee ourselves to reach a position where people know about the company
Company Structure
Figure 1 - NCC Work Structure
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Style / Culture
Management by walking around
Participative management
Staff
NCC is composed by 45 ambitious employees
Skills set
Self motivation
Presentation skills
Presence of mind
Art of negotiation & closure
Understanding the requirements of clients & offering solutions as per
requirements
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Industry/Competitive Analysis
Industry
Home Automation & Security Systems
Industry Analysis
Even though the Indian electronic security is in its nascent stage, one can witness a
sea change in people's attitude. With rising disposable incomes and rising incidence
of crime and an all-round sense of insecurity in the social scenario people are
becoming more conscious about their physical security and hence investing in
security products and services. People start with purchase of video door phones and
then home alarm systems and then finally graduating to CCTVs. This gives an
immense opportunity to an Industry to grow. Though the current market size of
electronic security system is Rs.10 billion (*June 2013), it is envisaged to be as large
as Rs.22 billion by 2015. It is expected to grow conservatively by about 26%.
The Indian market for electronic security equipment is categorised into the electronic
sector and non-electronic sectors and organized and informal sectors. While the total
number of players in the organized electronic sector is around 50, the unorganized
sector accounts for about 800 units. Many Indian companies have collaborated with
foreign manufacturers and are marketing foreign products in India. Security
equipment is imported mainly from USA, UK, Germany, Singapore, Italy, Hong Kong,
Israel, Japan, Korea, China, and Taiwan.
As far as CCTV equipment is concerned, companies like Bosch, Honeywell, GE,
Pelco, Samsung, Yoko, Meritt Lilin, Hanse, Hi Sharp, CBC, Sanyo, American
Dynamics, Vicon and more recently Sony, Axis, DVTel, and Verint control the major
portion of the market. The Access Control market is dominated by players like HID,
Europlex, Cardax, GE (Casi Rusco), Lenel, Syris, Poris, Pegasus, Elid, IDTEK, Tyco
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(Sensormatic), JCI (Card Key) Solus, MBux and Kantech. The relatively much
smaller Intrusion detection systems market is catered to by names like Jablotron, GE
(Caddx), Tyco (DSC), Securico, Texecom, Magal, Senstar Stellar and Gallagher.
While this list is purely indicative, there is definitely room for more players to come in.
Major Market Areas

While North India (Delhi, NCR, Haryana, Punjab, part Uttranchal & West UP, NE
Rajasthan), have the largest proportion on security installations, the Southern India
(Hyderabad, Bangalore, Chennai, Coimbatore, Mangalore, Trivandrum) are a close
second. Western parts of the country (East Gujarat, Mumbai, Goa, Maharashtra)
follows next with the Eastern part of the country being somewhat deprived of the
security cover it demands.
Figure 2- Major Market Area (India)
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Market Assessment
Figure 3 - Market Distribution
The Security systems sector in India can broadly be divided into five categories. The
largest amongst these is the CCTV segment, commanding some 55 percent of the
entire market. With the high-success rate of CCTV surveillance equipment worldwide,
security conscious organizations (both government and non-government) in India are
setting aside budgets for implementing CCTV surveillance, reflecting an annual
expected growth rate of around 45 percent. The market of fixed Dome type cameras
is nearly 4 times that of Box type C/CS mount cameras. Acceptance of Speed Dome
cameras is fast increasing as costs get reduced.
Access Control systems account for about 30 percent of the market share. While
access regulation is definitely very desirable, the cost factor restricts the installation
of good access controls systems to only large organizations.
Unlike the rest of the world, Intrusion Detection Systems have not found a very good
market in India, presumably due to lack of awareness as well as education. The
majority of installations are purely residential attributes the slow growth of this
segment to community living, strong family ties and the joint family system. The
market will increase with the increase in nuclear families. Moreover, with apartment
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complexes and condominiums being designed as gated complexes, the inmates do
not feel the necessity of intrusion alarms. Yet another reason for the nonacceptability
of intruder detection systems is the high rate of false alarms caused by environmental
conditions.
While Door Intercoms, both Audio as well as video-types are considered desirable,
they are used mostly by apartment dwellers. Even here, retro-fitting is not the
accepted practice. Thus it is left to the builder to provide dwelling units equipped with
door phones. Despite this detrimental factor, this segment controls about 2 percent of
the market, with an expected annual growth rate of about 30 percent.
Other equipment like Metal Detectors, X-Ray scanners and baggage scanners
command about 11 percent of the market share, with all but the most rudimentary
metal detectors being deployed by government and semi-government organizations.
With security being beefed up at airports, railway stations, bus and metro stations,
this
segment
is
expected
to
grow
by
about
30
percent
annually.
Table 1 - May 2007 Market Assessment
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Market Diversion
For Low-Cost Products
Organized
20%
Unorganized
80%
Figure 4 - Market Diversion Graph
Technology Diversion
Digital
10%
Analogue
90%
Figure 5 - Technology Diversion Graph
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Assess the industrys five competitive forces
Threat from New Players: Increasing
Most of the major global players are present in the Indian market; a few more
are expected to enter.
However, given India's incredible growth forecasts, infrastructure progress
(especially high-tech residence, malls, shopping complex), the market is
attractive.
Lower tariffs in the post World Trade Organization era may expose Indian
companies to threat of imports (however, the threat may be mitigated by nontariff barriers that may still exist).
Threat from Substitutes: Medium-High
With changing technology, inter-product substitution is taking place (CCTV

Cameras to Intrusion detection to Intercom)
Rivalry within the Industry: High
Due to increasing no. of unorganized players there is keen competition in

select segments
New multinational players may enter the market.
Bargaining Power of Suppliers: High
A large number of automotive component suppliers are present in the Indian

security industry.
Automotive players are rationalizing their vendor base to achieve consistency
in quality.
Market Strength of Consumers: Increasing
Increases awareness among consumers has raised expectations. Thus, the

ability to innovate (technology being the enabler) is critical.
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Product Differentiation via new features, improved performance and after sales
support is critical.
Increases competitive intensity has limited the pricing power of manufacturers.
Direct Competitors
Honeywell
Group 4
Johnson Controls
ECIL
Tyco
FirePro
Siemens
Vijay Fire
Lenel Systems
Zicom
Gunnebo
Godrej
Imetrix
Chubb Alba
Eureka Forbes
Competitive Advantage of closest competitors

ZIcom
Zicom has acquired 49% stake in Unisafe, one of the most reputed Fire
Protection Companies in UAE and has set up a subsidiary in Hong Kong,
which will promote international marketing & sale of Zicom branded products
and mark its foray into the international market and help it in using the
opportunities abroad
The company has got extremely strong clientele base which includes
organizations like Mumbai airport, Jet airways, ABN Amro Bank, Hdfc bank
Ltd, Standard Chartered Bank, Consulate General of Netherlands, Kolkata
Metro rail, Western Railway to name a few
The company has witnessed its sales increasing with a CAGR of 71% over the
last 3 years
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Honeywell
The Company has a well-diversified clientele base, catering to HPCL, IOCL,

BPCL, L&T, Tata Power, ACC, JSW Steel, ONGC, Hindustan Zinc, ITC, TCS
and Tech Mahindra and along with it the company has won major contracts at
Delhi Airport, Hyderabad Airport, Delhi Metro Ventilation Control
The company has a over 35% market share in organized sectors
Who are your indirect competitors?

Security Guards Patrol System
Well trained security Dogs
SWOT Analysis of NCC

Strengths
Product range diversification

Expertise in digitized systems
Competitive price range
Good Technical expertise for installation of products at the back end
100% Made In India
No dependency for Knowledge base, Spares, Services on any Foreign
Country
No dependency on Integrators for Spares and Services
Free Software Upgrades and the same are pushed via Web on Home Server
Browser Based Solution Cross Platform and Non Native OS independent
GUI is seamless across anywhere or any User Interface
No Proprietary Switches or User Interface required
Hybrid Module
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Hot Icon for Channel Selection, Hot Swap of Area, Hot Swap of Device and
many more such conveniences in GUI
Well Integrated Security System on GUI
More then 600 + Users across India
Weakness
Fall in Unorganized sector

Lack of Brand awareness among consumers
No CCTV cameras; where as it still contribute more in Indian Security Industry
Poor distribution network & after sales service
R&D is not at level best
Opportunity
The penetration of security products has a long way to go and partners can
have their hands full because this segment has the potential to grow at least
10 times more than the home networking business
Can even make as much as 50 percent profit by selling these devices
especially in the metro markets where the trend is spreading like wildfire.
Threat
Many times consumers look for cheaper alternatives; they want to buy analog
cameras over highly digitized systems
Lack of education about the technicalities and benefits of the products; sales
person hesitate to speak much about the products due to lack of knowledge,
consumers do not know where to buy these products and who to trust
Competition is increasing from organized as well as unorganized sectors
Customers are looking for advanced technology and aesthetics of the product
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Sectors - Served By Security Systems
Figure 6 - Served Sectors
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Market Analysis
PESTLE Analysis
1) Political:
Government had passed Private Security Regulation Act and permits CISF
deployment for security as well
Indian government is adopting the concept of smart energy metering, smart
grids for streamlining the energy usage
Regulation that every commercial building has to have
Building
Management System(BMS)
Private security service providers have to obtain a license from the
government; They have to maintain a register of their employees, issue
identity cards and their uniforms and badges; Guards should have receive
minimum 160 days training before being deployed at clients site
Foreign security firms have been setting up business in India without any
restrictions and Indian partners have been developing their expertise from
foreign tie-ups
In FY 10, the government is planning to restrict FDI investment by 49% in
domestic private security firms
Furthermore, increased Government allocations to modernize Police
services witnessed the recent setting up of city surveillance projects in
almost all the metros.
2) Economical:
GDP growth over the past decade has led to increased Purchasing Power
Parity (PPP).
Consumer adopts some economically viable initiatives
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Economic liberalization and development has been, and continues to be
the largest single factor contributing to the growth of the security systems
industry, with the falling of prices of electronic systems worldwide coming in
a close second. Compared to the prohibitive 250% Import Customs Duty of
the 80s, the current rate of 35% is also being considered as growth driver
for the industry.
3) Social:
The demand of Security Systems has been fuelled by following factors:
Indian families are becoming increasingly nuclear.
Increasing propensity to spend.
Increasing Crime Rates
The growth of shopping malls, open plan offices, bank branches as well as
other retail segments has increased the need for surveillance not only for
larger issues of security like terrorist attacks but for petty shop thefts and
irregularities of clients and staff.
4) Technological:
Trend towards one-stop shopping in the commercial and industrial markets
as customers seek to decrease their systems integration costs
Incremental Development- Reduction in technology costs follows the past
trends
Move from Analog to Digital
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5) Legal:
Legal provisions relating to safety measures.
Confirms the governments intention on harmonizing the regulatory
standards with the rest of the world
Indian government Private Security policy aimed at promoting an
integrated, phased and conductive growth of the Indian Security industry.
Ensure a balanced transition to open trade at minimal risk to the Indian
economy and local industry.
6) Environmental:
Physical infrastructure such as Apartment & Residents has a deep bearing
on the use of Security Systems. The present demand of the High security
Flats is seen a major prerequisite to increase in sales of Home Security
Products.
Technological solutions helps in integrating the all products, hence reduce
crime rates and increase safety.
With the entry of global companies into the Indian market, advanced
technologies, both in product and production process have developed.
With the development or evolution of alternate technologies have made
entry into the market.
Few global companies have set up R &D centres in India.
Segmentation
Geographic
Region:
o PAN India
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States & Cities:

o Focus Cities: India has 55 Tier 2 cities, out which 8 are state capitals
and 1 is a union territory. The focus shall be on these 8 state capitals,
their periphery towns and later all the 55 cities.
o Focus on Tier 1 cities must be Compulsory.
o The eight Tier 2 cities that are state capitals are: Bhopal, Lucknow,
Jaipur, Patna, Ranchi, Guwahati, Trivandrum and Bhubaneswar.
Demographics
Builders, architects & electronic component dealers, hotel owners who use
security products into their projects construction or supplies / recommend
security products to customers.
Psychographics
Shifting from Middle to High Residential Property Ownership, and hence need
an security systems worthy of their societal prestige
Want to move from traditional security system to a High-Tech system, yet

within a budget.
Show a clear bias towards branded products as compared those which are
customized.
Initial focus on the New Residency who want to upgrade their security system
from traditional to High-Tech systems than the regulars; those who want to
move up the scale from analogue to digital
Once the initial focus is attained, the regulars from the other competitors shall
be targeted
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Behavioural
Benefit
o Safety & security with an advanced features & benefits
User Status
o New users, Regular users; medium to heavy range
Loyalty Status
o Hardcore loyal to split loyal- loyal to 1- 2 brands
Target Group
Builders who construct projects providing necessary & advanced security

systems within the budget of end consumers those are working professionals,
especially in the corporate world who frequently travelled / who highly
obsessed with high-tech security systems.
Architects who have clients those want to revolutionized their home from
ordinary to high-tech facilities
Electronic component dealers who sense the market & provide security
products to clients like hotel owners, guest house owners etc.
Highly sensitive area with respect to crime rates
Mid Size Joint / nuclear families with the major income earner possessing an
income of 10+ Lakhs
Positioning
The analysis includes analyzing the category membership and then the pointsof-parity and points-of-differentiation.
Point-of-parity: NCC offers various types of products which cater to general

needs of the customers i.e. safety & security
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Point-of-differentiation: People in India now indulge in more digitized system

from analogue systems compared to the past. This is the result of growing
disposable income. For an middle-upper or upper class Indian family, security
systems makes sense because for its practicality, usability, and cost of
ownership
Competitive Positioning
Analogue System
Siemens
Godrej
Honey
Well
Advanced Technological
Benefits
ZIcom
Traditional
Technological
Benefits
NCC Telecom
Digital Systems
Figure 7 - Perceptual Map
Positioning Statement
We use tomorrows technology for a better Today.
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Identification of customer needs being met
Safety & security
Value for money
Easy to Operate
Easy to upgrade
Low Maintains cost
Highly customized products
Advanced technological feature & benefits
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Action Plans 4Ps
Product
Intercom System
Figure 8 - Intercom Terminals
Features:
Interactive Voice response system
HOTLINE to security extension
5 party conference facility
Talking caller line identification
Voice conformation on last call received
Extension to extension calling with restriction / do not disturb / call blocking
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Watch Dog
Figure 9 - Watch Dog System
At night a Jagte Raho call given to a security extension, every 30 minute. The
security personal has to answer this call. All unanswered call stored in memory, the
data which can be accessed via serial port.
Display Unit:
A visual display unit at the security which indicate current time & incoming call
number. This has an Additional Hooter attached which rings in panic situation.
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Vision Terminal
Figure 10 - Vision Terminal (Type-1)
Table 2- Vision Terminal Technical Specification (Type-1)
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Figure 11 - Vision Terminal (Type-2)
Table 3 - Vision Terminal Technical Specification (Type-2)
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Porch Unit
Figure 12 - Porch Unit System
Table 4 - Porch Unit Technical Specification
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Visitor Tracking System
Figure 13 - Visitor Tracking System
You can keep a complete track of visitors at your home, along with date, time & a
video stamp. You can actually talk to visitor before he / she enter to your home. In
case you are not at home, the visitor can leave a video message or SMS alert.
Features:
Image / video recording of visitor
Text messaging
Voice messaging
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Price
Intercom System:
o Only system :- 550 - 700Rs. per flat or per line
o Cost of Telephone:- @ 500 up to 900Rs. based upon model
o Cost of wiring per apartment :- @ 500 - 700 Rs. per apartment
(generally this is provided by developer)
Video Apartment System :- @ 9000 up to 15000Rs. based upon type of VDP,
Functions, Sensors etc
VTS :- Rs.1.5Lac
Stand Alone :- @ 3000 3500Rs. per unit in projects with qty above 100 units
Complete Home Automation: - Rs.1.5 Lac up to 2.25 Lac based upon
functions and utilities.
Promotion
NCC Telecom majorly doing the B2B sales; so for promotion it conducts
Conference with Builders / architecture / electrical dealers
Business meetings
Promotion of the product to be done through exhibitions (Ace-tech) in major
cities-Mumbai, Delhi, Bangalore, Ahmedabad etc.
Promoting the brand through other sources like E-Marketing, Telemarketing,
and Keyword Marketing etc.
Meeting the target audience, explaining the product through presentation, live
demo & site visits
Brand awareness through SIP & WIP
Other direct response
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Distribution
The manufacturer typically sells to the distributor, who usually is also a system
integrator. The distributor markets the products to other SIs, installers and end-users,
does sales promotion, renders technical assistance and after sales & warranty
services on behalf of the manufacturer. The distributor at times also sells components
that are part of an overall security system to Original Equipment Manufacturers who
further sell to installers and end-users.
With the market expanding and looking more promising, a more recent trend has
been for manufacturers to establish their wholly owned subsidiary and open local
office/s. The staff employed by them does product promotion with the System
Integrators, Consultants, Specifiers and End-Users.
Figure 14 - Distribution Model
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NCCs Sales & Distribution Hierarchy
Figure 15 - S&D Hierarchy
Value Chain
Figure 16 - Value Chain Model
Equipment manufacturers constitute the first stage of the value chain in the Safety
and Security Equipment industry. They manufacture different types of safety and
security equipment and devices for varying industry requirements. The trade house
forms the next stage of the value chain, and includes all sales and marketing
activities.
Distributors and retailers are in the next stage of the value chain, and they mainly
include equipment distributors and security service providers. Private security
agencies are also sometimes included in this step of the value chain. The players in
this stage provide installation and repair services to end-users. However, trade
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houses sometimes bypass distributors and directly deliver safety and security
equipment. Distributors and retailers sometimes also act as system integrators.
Installers and integrators constitute the next stage in the value chain of the Safety
and Security Equipment industry. In fact, system integrators are the key players in
this industry. Local integrators sometimes use foreign-made hardware components to
manufacture system software. All safety equipment is delivered to end-users through
local system integrators and installers.
End-users form the last stage in the value chain. The main end users of the safety
and security equipments are state authority sites, public administration sites,
business organizations, residential real estate, industrial sites, transport authorities,
and infrastructure facilities of state importance. The main end-users of safety &
security equipment and safety and security services are state institutions, banks,
defence enterprises, oil and gas industries, electric power industries, and
telecommunications industries. Governments are nowadays the main consumer of
the products and services in this industry.
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Internship-Project Analysis
Home Security Systems Work-Flow
Figure 17 - Work Flow Diagram
On occurrence of an alarm, the Monitoring Station is alerted through a telephone line

which then ensures adequate response by either alerting authorities or a private
manned guarding agency. The remote monitoring system consists of an IP camera
which captures images of the household. These images can be remotely viewed
through a wired broadband or cellular network on a laptop or mobile phone by the
subscriber. Video monitoring can also be undertaken by the Home Alarm Monitoring
Station through a broadband connection, if the subscriber so desires, and can
therefore provide adequate response in an emergency.
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Data Collection (Field Work)
Sr.N
Name of
Date
Contact
Address
client
Professio
Location
Details
C-12, Shop
No.-1, Pranav
091
(02642)2506
Mr. Alpesh
Complex,Zav
Tolat
er Nagar, Nr.
Apr-
84
14
Bharuch
Builder
Bharuch
Builder
Bharuch
Builder
Bharuch
Builder
9825045945
Mamlatdar
Office
Shop No.
129, 1st floor,
09Mr. Umar
2
Ashirwad
Apr-
9925188140
Patel
Shopping
14
Center,
Pachbatti
107,
09-
Mr.
Apr-
Rameshbh
(02642)2426
B.G.Trade
99
Center,
14
ai Intwala
9904122566
PanchBatti
104, B.G.
104
Apr14
Mr.Tarak
Trade
9377413049
Center,Panch
9426813190
R.
Mamlatdar
batti
10-
35, B.G.
Mr. Irshad
Apr-
(2642)
Trade Center
Gaud
14
Constructi
Bharuch
240260
on Advisor
, Panchbatti
40 | P a g e

Architect
11-
Mr.
Near Relief
(2642)
&
Apr-
Shailesh
Cinema,
243607
Bharuch
Consultan
14
Modi
Panchbatti
9824114407
t
Gayatri
Construction
Engineers
11-
123, Sardar
(2642)
Mr. Jayesh
7
Apr-
&
Patel
241858
Bharuch
Patel
14
Contractor
Municipal
9824112301
s
Shopping
Center
12-
Narayan
(2642)24062
Chambers,
5, (2642)
Station road
243611
Mr.Hemant
8
Apr-
Bharuch
Builder
Prajapati
14
Architect
12-
D-40, Patel
Mr. Balvant
Apr-
&
super Market,
9825069529
Bharuch
Patel
14
Consultan
Station Road
t
Chairmen-
14-
288,
Mr. Bipin
10
Apr-
Town
(2642)
Siddhnath
Bhatt
14
Bharuch
Planing
226255
Nagar
Committe
e
14-
5, Shree
Mr. Pankaj
11
Apr-
(2642)
Rang Palace,
Hariyani
14
Bharuch
Builder
228811
Rang
41 | P a g e

Multiplex,
Zadeshwar
Road
7th floor,
14-
Shree
Mr. Piyush
12
Apr-
Mangalam
98241 52255
Bharuch
Builder
Shah
14
Complex,
Kasak
84,Pritam
Architect
15-
Society-1,
Mr. Ashvin
13
Apr-
(2642)
Navjivan High
Modi
14
&
Bharuch
245992
Consultan
School,
t
Kasak
5-6 Millenium
16-
(2642)
Mr. Kiran
14
Arcade, Opp.
Apr-
226929-
Bharuch
Builder
Majamudar SVM College,

14
225828
old NH No.8
Aaj
Associates,
G-13-15, Sai
17Mr. Ketan
15
Architect
(2642)
heights Opp.
Apr-
&
225834,
Rathod
Yamaha
14
Bharuch
Consultan
225835
Showroom,
ABC
Chokadi,
42 | P a g e

32, Hari Har
Complex, Nr.
1716
Mr. Anil
Tulsi Dham
9099032732
Patel
Society,
9909952331
Apr-
Electrical
Bharuch
Dealer
14
Zadeshwar
Road
C-14, Dr.
Ambedkar
Engineers
18-
Shopping
Mr. Vipul
17
Apr-
(2642)
Complex,
Shah
14
&
Bharuch
220668
Contractor
Near Hotel
s
Plaza, Station
Road
156, Phase-
18-
Mr.
Engineers
9909910378
2, GIDC
18
Apr-
Yogesh
&
(2642)
Bharuch
Industrial
14
Adhvaryu
Contractor
225636
Estate
Yogi Darshan
18-
Residency,
Mr. O.R.
19
Apr-
G.N.F.C.
9979844766
Bharuch
Builder
Bharuch
Builder
Savani
14
zadeshwer
Bypass Road
Green City
1920
Shrinidhi
Road, Nr.
9825800701,
Enterprise
Narayan
9825800670
Apr14
Shrushti,
43 | P a g e

Opp. GAIL
Township,
Dahej Bypass
road
A-22, Patel
Super
19-
Market, Nr.
940893321,
21
Apr-
Mr. Sohail
Daimond
Electrical
Bharuch
9714724280
14
Dealer
Medical
Store, Station
Road
lucky
Traders, 23,
19-
Prithvi Trade
Mr. Aiyub
22
Apr-
Electrical
Centre,
9638529561
Bharuch
Patel
04
Dealer
Lower to
Ashirwad
Clinic
19-
Metro
A-79, Patel
23
Apr-
Electrical
Trading
Bharuch
Super Market
14
Dealer
Co.
Uma
21-
electricals, AElectrical
24
Apr-
Mr. Mehul
91, Opp.
9824276139
Bharuch
Dealer
14
Patel Super
Market,
44 | P a g e

Station Road
Mohit
electricals,
21-
Mr.
16,Aangan
Electrical
25
Apr-
Hemant
Shopping
9825021248
Bharuch
Dealer
14
Patel
Centre,
Kasak Main
Road
F-9, Shriji
Darshan
21-
Complex, Nr.
Mr.
26
Apr-
Electrical
Chamunda
9328270575
Bharuch
Yogesh
14
Dealer
Mata Mandir,
Zadeshawar
Road
86-87, Rang
Architect
22-
Mr.
Palace
&
27
Apr-
Parimal
Complex,
9825433395
Bharuch
Consultan
14
Jhuvar
Zadeshwar
t
Road
Shop No.23,
22-
Samruddhi
Mr. Sejal
28
Apr-
Residency,
9898610303
Bharuch
Builder
Shah
14
Zadeshwar
Road
45 | P a g e

Opp.
22-
Shree
Narmada
Apr-
Krishna
Collage,
14
Enterprise
Sukaltirth
9726122299
29
Bharuch
Builder
7600017344
Bharuch
Builder
9909800999
Bharuch
Builder
9825028764
Bharuch
Builder
7359338176
Bharuch
Builder
9898922999
Road, Tawra
Shyamvilla,
23-
Opp. A.B.G.
Mr.
30
Apr-
Township,
Yogesh
14
Dahej Bypass
road
Nyalkaram
31
23-
SLD
villa,
Apr-
Infrastructu
Vrindavan
14
re
Society,
Zadeshwar
304, 1st floor,
Orion Arcade,
23Mr. Jatin
32
Opp. Kunj
AprSoni
resi plaza,
14
Zadeshwar
Road
Shop No. 724Mr. Ibrahim
33
8,Chandni
AprKosiya
Complex,
14
Sherpura
46 | P a g e

Shop No. L-1,
L-25,
Narmada
24-
Commercial
Mr. Samir
34
Apr-
Electrical
Complex,
9904176586
Bharuch
Madni
14
Dealer
below Central
Bank Of
India,
Panchbatti
Rang Upvan
Residency,
2435
Mr. Manoj
Opp.
Hariyani
Videocon
Apr-
9824101009
Bharuch
Builder
9428815150
Bharuch
Builder
9227153844
Bharuch
14
Compnay,
Chavaj Road
Abhyuday
Developers,
Nr. GACL
24Mr. Ajay
36
Colony, Nr.
AprShah
Shravan
14
Chokdi,
Dahej by
pass road
25-
Mr.
Havells
Apr-
Darshak
Gallery, Shop
14
Parikh
No. 9, Shri
Electrical
37
Dealer
47 | P a g e

Rang Palace
, Nr. Inox
Multiplex,
Zadeshwar
Road
MD
Construction,
25Mr. Vijay
38
C-30,
AprShingala
8128687307
Bharuch
Builder
9898522399
Bharuch
Builder
Narayan
14
Square, Link
Road
AA-01,
Subham
39
25-
Mr.
Bunglows, Nr.
Apr-
Jignesh
Revaba
14
Koralwala
Township,
Behind M.K.
College
G-15,
Bombay
Architect
28Mr.
40
Shopping
Apr-
&
9737388555
V.H.Khatri
Bharuch
Centre, Opp.
Consultan
Big Bazar,
14
Station Road
28-
Param
43/44,
(02642)
Apr-
Group
Panam
240178
41
Bharuch
Builder
48 | P a g e

14
Plaza, Station
Road
Sfurna
Designs,40,
28-
Mr.
Apr-
Anilkumar
14
Buch
Architect
Jawahar
42
&
9824010102
Bharuch
municiapal
Consultan
Market, civil
hospital road,
Harikrushna
Developers,
28-
Mr.
Apr-
Batukbhai
Nr. Matliwala
43
9825794410
Bharuch
Builder
Bharuch
Builder
9909027899
Bharuch
Builder
9898028477
Bharuch
Builder
School, Civil
14
Vamaja
Line Road,
Dahegam
Katopore
2944
Apr14
Mr.
Dawaja, Opp.
9428687266
Jawahar
9723655577
Ashfaque
Hansoti
Baug
Sukltirth road,
29Mr.
45
Opp.
AprMukesh
Narmada
14
College
29-
Royal Hills,
Mr. Juned
46
Apr-
Dahej by
Patel
14
pass Road
49 | P a g e

B-103,
Aangan
Engineers
Mr. Jyotin
Enclave, Nr.
&
Upadhyay
Vaibhav
Contractor
Bunglows,
0147
May-
9825218778
Bharuch
14
Zadeshwar
C-1
basement,
Engineers
01-
C.R.
Mr. Sandip
48
May-
&
Chamber, old
9714714433
Bharuch
Vakharia
14
Contractor
N.H. No. 8,
s
Nr. Friends
Mobile
3 floor, Yash
Complex,
Engineers
0149
Mr. Vinay
Opp. Inox
9898046074
Shah
Multiplex,
9227452201
May-
&
Bharuch
Contractor
14
Zadeshwar
road
Behind
02-
Dadabhai
Hotel
50
May-
9725477440
Garden, Opp.
Corona
14
Hotel
Bharuch
9724306429
Owner
Hotel
Railway
Station
02-
Hotel
ABC
(2642)
May-
Ashish
Chowkdi, Old
246220
51
Bharuch
Owner
50 | P a g e

14
N.H. 8,
(2642)
Bholav
247330
Opp. Raiway
(2642)
02Hotel
52
May-
Hotel
Bharuch
Kohinoor
Station
222201/2/3
Owner
14
GIDC Phase(2642)
02-
1, Vaibhav
249440
53
May-
Hotel Apex
Arcade,
Hotel
Bharuch
(2642)
14
Owner
Mipco
249441
Chowkdi
48-A, Ravi
05-
kiran
Mr. Alkesh
54
May-
complex, Nr.
9909010951
Ankleshwar
Builder
9824034225
Ankleshwar
Builder
8401139318
Ankleshwar
Shah
14
Valiya
Chowkdi
James plaza,
1st floor,
0555
Mr. M.U.
Anand vihar,
James
Opp.
May14
Gurukrupa
School
30, Ravikiran
05complex,
56
May-
Mr. Akbar
Valiya
Electrical
Dealer
14
chowkdi
51 | P a g e

102, Hiron
Shopping
0657
Quick
Arcade,Old
Builders
NH-8, Opp.
May-
9998121555
Ankleshwar
Builder
14
Raiway
Station
Mr.
A/S-7, Sardar
Prakash
Patel
Architect
0658
May-
&
9825159398
Ankleshwar
Lokhandw
Complex,
Consultan
ala
GIDC road
Mr.
Vallabh
14
Architect
06-
&
59
May-
Bhavesh
Shrushi
9925224333
Ankleshwar
Consultan
14
Vakaria
Society
t
Profile
07-
Industries
Industriali
60
May-
Mr. Maulik
Limited,
7567837994
Ankleshwar
st
14
Hexzone
Complex
07-
Plot 608 to
Ganesh
61
May-
9879999377
612, Sardar
Park
14
Ankleshwar
Builder
Ankleshwar
Builder
Ankleshwar
Builder
9712399969
Park, GIDC
0762
Ganesh
Nr. Sardar
9227285620
Arcade
Park, GIDC
9825802092
Shanti
Opp. 500
9173382582,
May14
63
08-
52 | P a g e

May-
Tirth
Quarter, Nr.
14
Residency
Sardar Park,
9825920026
Valiya road
Radha-Geeta
08-
Park, Block
Mr.
64
May-
9725826491
no. 93, Opp.
S.P.Singh
14
Ankleshwar
Builder
Ankleshwar
Builder
Ankleshwar
Builder
9374701657
Gujarat
Gardian
Tirupati
08Mr. Pravin
65
developers,
9586522333
MayParmar
Maa
9537370016
14
residency
08Vaikunth
66
3132, GIDC
9426112817
MayResidency
road
9427132502
14
NBF
67
Civil
09-
Engineers
SF-21,
(2646)
May-
&
Ravikiran
225800 /
14
Technolog
Complex
252009
Developer
Ankleshwar
s&
Contractor
y Pvt. Ltd.
Gayatri
09-
G-3, Uma
9377426565
complex, Nr.
9428026565
HDFC Bank
9327029588
G.I.D.C.
9099297245
Engineers
68
May-
Electrical
Ankleshwar
& Panel
14
Contractor
Builders
09-
Heven
69
Ankleshwar
May-
Homes
Road
Builder
9375190093
53 | P a g e

14
Vasu builers,
10-
Mr.
12- 2nd floor,
70
May-
Hasmukh
9825121912
Ankleshwar
Builder
7359872000
Ankleshwar
Builder
Ankleshwar
Builder
9898084841
Ankleshwar
Builder
9825806999
Ankleshwar
Builder
9327690635
Ankleshwar
Builder
Ankleshwar
Builder
ravikiran
14
Patel
complex
1071
May-
Prushti
Mr. Rajni
14
Bunglow,
G.I.D.C road
1072
Lambobar
B.S. Lord's
9879118412
Enterprise
plaza hotel
9909031327
May14
S-9, Silvar
12-
Parth
May-
Constructio
14
Plaza, Nr.
73
Prateen
Chowkdi
1274
Shiv
Nr. Prateen
Developers
Chowkdi
May14
Nr. CNG
13-
75
Meghna
Petrol Pump,
Empire
Gadkhol
May14
Road
13-
Nr. S.A.
(2646)
76
May-
Sai Golden
Motors
227133
14
Chowkdi
54 | P a g e

Civil
S-13, Silvar
13-
Developer
Praise
77
Plaza, Nr.
9328311775
May-
Ankleshwar
Engineers
Parteen
s&
9979849775
14
Contractor
chowkdi
s
Plot no.C-3/3,
14Mahavir
78
shop No.6,
May-
Electrical
9879118960
Electricals
Ankleshwar
Nr. SBI Bank,
Dealer
14
GIDC
AG-7, Sardar
14Krishna
79
Patel
May-
Electrical
9824575320
Electricals
Ankleshwar
Complex,
Dealer
14
GIDC
Plot no. C14-
3/1A, GIDC,
Asian
80
May-
9277533554
Gayatri
Electricals
14
Electrical
Ankleshwar
9033732992
Dealer
Shopping
Centre
Architech
15Mr. Chirag
81
S-18, Hexone
May-
&
9974001036
Vadgama
Ankleshwar
Arcade, GIDC
Consultan
14
t
15-
Shop No. GDeep
82
May-
8141915026
3, Ravikiran
Electricals
14
83
15-
Electrical
Ankleshwar
9879661980
Dealer
Complex
G.K.
9,
9825044757
Ankleshwar
Electrical
55 | P a g e

May-
Elecricals
14
Masalawala
Dealer
Complex,
Opp. Raiway
Station
17Rahul
84
May-
GIDC road
9998687763
Ankleshwar
Builder
9924160006
Ankleshwar
Builder
9909975581
Ankleshwar
Builder
9924196388
Ankleshwar
Builder
9998290106
Ankleshwar
Builder
9228004433
Ankleshwar
Builder
9879916619
Ankleshwar
Builder
Enterprise
14
1785
Shivam
Nr. Rajpipla
Avenue
Chowkdi
Aatmiya
Nr. Rajpipla
Bunglows
Chowkdi
Jay Homes
GIDC Road
May14
17-
86
May14
19-
87
May14
19-
Shree
May-
Ganesh
14
Arcade
Nr. Rajpipla
88
Chowkdi
19Navjeevan
89
Nr. Rajpipla
MayHomes
Chowkdi
Gopinath
Nr. Rajpipla
Homes
Chowkdi
14
1990
May14
56 | P a g e

Civil
91
20-
Uma
D/F-4, Sardar
May-
Engineerin
Patel
14
g works
Complex
Developer
9898588165
Ankleshwar
s&
Contractor
s
Civil
92
20-
M.D.
D/G-8 Sardar
May-
Corporatio
Patel
14
Complex
Developer
9824113468
Ankleshwar
s&
Contractor
s
Nr. Maruti
2093
Mr. Sandip
Suzuki Show
Vagadiya
Room, CNG
May-
9825795000
Ankleshwar
Builder
9998259007
Ankleshwar
Builder
9925173000
Ankleshwar
Builder
9033190332
Ankleshwar
Builder
14
Pump
21Anand
94
Sardar Park
MayVatika
Road, GIDC
14
95
22-
Mr.
May-
Dhirubhai
14
Savani
22-
Graden City
F/2-3-4, silver
Mr. Jiten
96
May-
city, Rajpipla
Rajput
14
97
Raod
22-
Sagar
A-7,Vipin
May-
Constructio
Park,B/H
14
Jalaram
Civil
9427143589
Ankleshwar
Developer
s&
57 | P a g e

Tample
Contractor
s
Civil
98
23-
Bhakti
B/G-12,
May-
Constructio
Sardar Patel
14
Complex
Developer
9825414533
Ankleshwar
s&
Contractor
s
23-
S-38/39,
(02646)
99
May-
Erocare
Hexzone
Ankleshwar
Builder
9879616145
Ankleshwar
Builder
9824015249
Ankleshwar
Builder
251007
14
100
Arcade
23-
Mr.
Old N.H.-8,
May-
Ramesh
Nr. Gadkhol
14
Sonani
Patia
24-
F-6, Uma
Mr. Kirit
101
May-
Complex, Nr.
Patel
14
HDFC Bank
Civil
24-
General
F-35, Uma
May-
Engineerin
complex, Nr.
14
HDFC Bank
Developer
(02646)
102
Ankleshwar
s&
224136
Contractor
s
24103
Mr. Vicky
Hexzone
Panchal
Complex
Mr. Atik
Vision
May-
9725902352
Ankleshwar
Builder
9429127519
Bharuch
Builder
14
26104
May-
Menon
Enterprise,
58 | P a g e

14
Mariyam
Complex,
Jambusar
Road
26-
Ravi
Mr. Bakul
105
May-
Shraddha
9979975550
Bharuch
9714517186
Bharuch
Builder
Patel
14
Bunglow
27Hotel
107
Opp. Raiway
MayEmpire
Hotel
Station
Owner
14
27-
Nr. Nandelav
Hotel Rang
108
May-
(02642)
Bridge, Dahej
Inn
14
Hotel
Bharuch
227103
Owner
Bypass Road
27-
Hotel
May-
Regenat
14
Central
Nr. ABC
109
Hotel
Bharuch
Chowkdi
28-
Owner
Shreeji Sairaj
Mr. Ashish
110
May-
Developers,
9998223816
Bharuch
Builder
9824009200
Bharuch
Builder
9427877185
Bharuch
Builder
Patel
14
Amim street
Mr.
28-
Chandrava
B-13, Udhyog
111
May-
dan
nagar, Bholav
14
Bhalodwal
a
112
28-
Mr. Ayub
Futoz Street,
59 | P a g e

May-
Patel
Nabipur
14
217 / 1,
29-
sanskar villa,
Mr. Dinesh
113
May-
Opp.
9825267676
Bharuch
Builder
9925030534
Bharuch
Builder
9825368073
Bharuch
Builder
9898224782
Bharuch
Builder
9426801633
Bharuch
Builder
9825282768
Bharuch
Builder
Dholiya
14
Swaminaraya
n Temple
29-
19/20
Mr. Girish
114
May-
Nandanvan
Mithaivala
14
complex
30115
Mr. Hiren
Yash
Modi
developers
May14
Shreeji
Mr.
30-
Pravesh,
Jagdisbhai
116
May-
Opp.
Javawadiy
14
Narmada
a
Collage
Sainath
31Mr. Jashu
117
Developers,
MayPatel
Nr. ABC
14
Chowkdi
31-
Mr.
15, Rangoli
118
May-
Jitendra
Complex
14
Mehta
60 | P a g e
119
02-
Mr.
F-1, Shreeji
Jun-
Kamlesh
Darshan
14
Patel
complex
02-
Mr.
Jun-
Mahesh
9375244055
Bharuch
Builder
9824188033
Bharuch
Builder
9428027311
Bharuch
Builder
9, harihar
120
bunglows
121
14
Prajapati
03-
Mr. Rohit
F-12,
Jun-
Chaddarw
Shrinikentan
14
ala
Township
Field-Work Analysis
Growth Drivers
Increasing crime rates

Difference between the Haves & Have nots
Low faith in the law enforcement forces
Low Conviction Rate
Rise in general education & awareness
Rise in income levels & consumer spending
Legislation
Terrorism & Insurgency - (Homeland Security Market)
Increased Government allocations for Police Modernization & Defense System
Upgrades
Critical Infrastructure, Commercial Buildings, Nuclear Sector
61 | P a g e

Growth Impediments
Absence of Security Systems Standards

Low level of local manufacturing
Poor installation & after-sales-service support
Undervalued Imports and the active Grey Market.
The depreciating rupee has made imports expensive
Current Scenario
With the introduction of technology every field has changed and so has the
way we perceive security.
Guards have been replaced by CCTVs, motion sensors and new age devices
which have taken over from traditional methods of security
Now we see cameras installed at every strategic locations in the country
The corporate are taking their own measures in adopting technologically
advanced methods of security
Technological breakthrough has made it possible to decrease costs which
have led to an increase in demand for these products
Price sensitivity has been an issue which has been addressed as security is
now a key cause of concern
What is needed?
To ensure a healthy growth, the security industry must follow some quality
certifications. While standards should be formulated for equipment, suppliers and
installers should be certified as per their performance and professionalism. The
market is in a mess, if it is to improve to attain an industry status, the crying need is
for self-realization and commencement of accreditation programs sponsored within
the industry by brand leaders like Ingersoll-Rand, Honeywell, GE, Tyco, etc., to bring
the skills and maturity levels to world standards.
62 | P a g e

Upcoming Technology Trends
Now, 3D technology has penetrating in video surveillance market. The key benefit
that 3D offers to the security industry is depth perception. The extra dimension of
depth could pave the way for more accurate and more advanced analytics
algorithms.
Secondly, wireless surveillance technology will surely interest end-user industry as it
reduces the cost of infrastructure when compared with the traditional trenching and
laying of cables. Wireless technology can also be used in temporary video
surveillance installations to provide a degree of flexibility that a wired solution just
cannot offer. In these days of austerity, moving cameras when and where you need
them is a more attractive option than buying new cameras.
Thirdly, HD CCTV will be a strong trend impacting the video surveillance market in
coming years. HD CCTV solution is perfect & best-suited solution for wide area
surveillance where users want unparalleled flexibility and superior picture quality to
obtain minute details of the situation.
Future Trends
Trend towards one-stop shopping in the commercial and industrial markets as

customers seek to decrease their systems integration costs
Move from Analog to Digital
IP Based systems gaining ground. Players such as Axis, Sony, Verint, DVTel,
Lenel increasing awareness
Convergence of IT and Physical Security
Arrival of IT network players such as CISCO and D-Link. into the security
systems arena
Intelligent Facility Management Systems
63 | P a g e

Emergence of Security Industry Publications.
More Exhibitions and Seminars
Industry Associations getting professionally active
Challenges
Design standardized products capable of communicating over multiple

networks, eg., IP Camera, Digital Video Recorder
Identify channels for targeting home customers, eg., Direct sales channel
capable of demonstration, sales and installation at homes
Set up infrastructure for service, eg., After sales support for hardware,
handling false alarms
Create necessary tie-ups for appropriate response, eg., Police Stations,
Security personnel
Since prices are not dropping as per expectations it has become a restricting
factor for the devices to penetrate
This segment is very price sensitive and requires highly qualified 24x7
manpower support for the maintenance of these systems. As the cost of
maintenance is high and the segment is very price sensitive, getting the right
balance between the price and the offering is a challenge
Reasons monitored home security isn't worth it
They can be expensive to install

Most people simply ignore them
Theyre annoying
They have a high false-alarm rate
Theyre fairly easy to disable
Theyre not effective against snatch-and-grab burglaries
They wont work during an extended power outage
64 | P a g e

2011-2020 market by vertical submarket
Defense Sector,
Critical Infrastructure Security,
Transportation & Logistics,
Aviation & Maritime Security,
Safe Cities & Smart Cities,
Border Security,
Commercial & Public Buildings,
Entertainment & Casinos Security,
Retail Analytics, Residential Security and other submarkets
65 | P a g e

Annexure
NCC Survey Questionnaire
NCC TELECOM PVT LTD

Market Scope Survey, Bharuch
To help us build more information about the customers and to build a market
for our security and automation based products, we would request you to spare a few
minutes of your time to answer the following questions. This will help us in planning
future projects and sales to ensure we meet our customer needs.
Name of the Architect/ Dealer: ___________________________________________
Name of the firm/ Association: ___________________________________________
Date: ___/___/______
Email Id: __________________________
Contact Address: ________________________________________________
Phone Number: ______________________
Q1. Do you find our products and service a necessity or luxury for our present
lifestyle?
Necessity
Luxury
66 | P a g e

Q2. You were aware about our Company (NCC Telecom Pvt Ltd) and products
before?
Yes
No
Q3. Have you implemented security systems in any of your projects before?
Yes
No
If Yes, Have you found it useful: __________________________________________

Q4.
Budget you will be pleased to accommodate for our product line for your
upcoming projects (In percentage or figures): _______________________________

Q5. Do you think our products and services will provide value addition and will
emerge as an USP for your projects soon?
Yes
No
Q6. In which price brackets of flats, do you think our products and services are
feasible economically?
30- 50 Lakhs
50-80 Lakhs
80-100 Lakhs
Above 1 Crore
Q7. Can you please suggest any related products or services that customers would
find useful: __________________________________________________________
67 | P a g e

Q8. Medium of advertisement you will be suggesting for promotion of our products in
your area: ___________________________________________________________
Q9. Please suggest some dealers in your area who will be interested our products:
____________________________________________________________________
Q10. Please provide details about your upcoming projects and their construction
status:
____________________________________________________________________
FieldWork - Bharuch
Database
(*Apply double click to Open)
68 | P a g e

Bibliography
i.
www.ncc.co.in
ii.
www.digitaldreams.co.in
iii.
The Indian Security Industry Market by G.B. Singh
Indiansecuritymarket-091130034635-phpapp01.pdf
iv.
coverstorymay07-111027015058-phpapp02.pdf
v.
Electronic Home Security: Unlocking the Opportunity By Tata Strategic
Management Group
Electronic_Home_Security.pdf
vi.
Innovation
at
Home
Automation
By
Smart
Group
http://www.franchiseindia.com/home/pdf/cp-singh.pdf
vii.
securityandsurveillance-india-sample-090625065832-phpapp02.pdf
viii.
securityequipmentsandservicesmarketinindia2012-sample-120306023625-
phpapp01.pdf
ix.
Electromech: Materials Handling Equipment Industry Heads for Robust
Growth By Mr. Tushar Mehendale, the Managing Director of ElectroMech
http://www.nbmcw.com/interviews/30392-zicom-indian-electronic-security-
market-to-witness-strong-growth.html
69 | P a g e

x.
Intelligent Video Surveillance, ISR & Video Analytics: Technologies & Global
Market
2013-2020
601
Pennsylvania
Ave.
Washington D.C. 20004, U.S.A
http://www.homelandsecurityresearch.com/2013/07/intelligent-video-
surveillance-isr-video-analytics-technologies-global-market-2013-2020/
xi.
Safety and Security Equipment By Business Vibes
http://www.businessvibes.com/content/safety-and-security-equipment-
overview
xii.
Indian Security and Surveillance Market growing at a Stupendous Rate By
Aditya
Khemka,
CEO
&
Director,
Aditya
Infotech
Ltd.
http://www.thesecurityage.com/interview_details.php?id=13
xiii.
Opportunities In Home Safety, Physical Security Market By Abhijeet
Mukherjee, CRN, Oct 22, 2012
http://www.crn.in/news/hardware/2012/10/22/opportunities-in-home-safety-
physical-security-market
70 | P a g e

Sip Report Final - Home Automation

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2014-15

Market research:Home Automation & Security systems

Market research:Home Automation & Security systems

Market research:Home Automation & Security systems

Market research:Home Automation & Security systems

Market research:Home Automation & Security systems

Market research:Home Automation & Security systems

Market research:Home Automation & Security systems

Internal Faculty Guide

Market research:Home Automation & Security systems

I also acknowledge with a deep sense of reverence, my gratitude towards my parents

Market research:Home Automation & Security systems

Market research:Home Automation & Security systems

Figure 1 - NCC Work Structure

Market research:Home Automation & Security systems

Market research:Home Automation & Security systems

Market research:Home Automation & Security systems

Major Market Areas

Figure 2- Major Market Area (India)

Market research:Home Automation & Security systems

Figure 3 - Market Distribution

Market research:Home Automation & Security systems

Table 1 - May 2007 Market Assessment

Market research:Home Automation & Security systems

Figure 4 - Market Diversion Graph

Figure 5 - Technology Diversion Graph

Market research:Home Automation & Security systems

With changing technology, inter-product substitution is taking place (CCTV

Due to increasing no. of unorganized players there is keen competition in

A large number of automotive component suppliers are present in the Indian

Increases awareness among consumers has raised expectations. Thus, the

Market research:Home Automation & Security systems

Competitive Advantage of closest competitors

Market research:Home Automation & Security systems

The Company has a well-diversified clientele base, catering to HPCL, IOCL,

Who are your indirect competitors?

SWOT Analysis of NCC

Product range diversification

Market research:Home Automation & Security systems

Fall in Unorganized sector

Market research:Home Automation & Security systems

Figure 6 - Served Sectors

Market research:Home Automation & Security systems

Market research:Home Automation & Security systems

Market research:Home Automation & Security systems

Market research:Home Automation & Security systems

States & Cities:

Want to move from traditional security system to a High-Tech system, yet

Market research:Home Automation & Security systems

Builders who construct projects providing necessary & advanced security

Highly sensitive area with respect to crime rates

Point-of-parity: NCC offers various types of products which cater to general

Market research:Home Automation & Security systems

Point-of-differentiation: People in India now indulge in more digitized system

Market research:Home Automation & Security systems

Market research:Home Automation & Security systems

Figure 8 - Intercom Terminals

Market research:Home Automation & Security systems

Figure 9 - Watch Dog System

Market research:Home Automation & Security systems

Figure 10 - Vision Terminal (Type-1)

Table 2- Vision Terminal Technical Specification (Type-1)