After years when only insiders knew IDIS, their big presence at IFSEC 2013 in Birmingham has brought the brand IDIS to the attention of a bigger audience. At Intersec in Dubai visitors from the Middle East region had the opportunity to better understand what is behind the company. Only a few of our readers will know that IDIS is already an established global security solutions company. Since 1997, the company has grown to become the world's No.1 DVR manufacturer with an annual turnover of $140 million with more than 1.7 million DVRs installed through a global partner network. Known for their OEM business IDIS is now approaching the market with IDIS-branded IP solutions. At Intersec in Dubai GIT-SECURITY.com talked to Greg Kulesza, who was appointed to the role of to the role of Technical Manager based out of the EMEA headquarters in London, and Martin Cowley, Channel Manager for the UK, pan-European and most recently the Middle East about the DirectIP solutions IDIS offers.

GIT-SECURITY.com: What exactly is DirectIP?

Martin Cowley: Our idea was to bring a technology to the market that is as easy to use as consumer plug-and-play hardware and software. DirectIP is a revolutionary rethinking of networked and high-definition video surveillance. IDIS has developed DirectIP frameworks and IP protocols that enable full functionality of each device and element of a surveillance solution across shared or dedicated networks. It tackles compatibility and the issues associated with existing protocols, which often prevent the full functionality of cameras, network video recorders (NVRs) and other network equipment from being realised.

Greg Kulesza: Designed to provide a simple, yet high-performance solution, the DirectIP framework builds an entire network system from a single source supplier comprising a range of IP cameras and NVRs, IDIS Center video management software plus DirectIP switching hubs and accessories. The system provides an easy and convenient package of products to build and operate network security systems, permitting simple configuration and installation and minimising the complexity of multiple connections, cameras, recorders and integration with third party and legacy systems delivering a complete security solution all from one single vendor.

Why is IDIS launching their own products and why are you not continue to work as OEM partner selling through existing channels?

Martin Cowley: The shift in technology from analogue to IP surveillance is an opportunity for IDIS to branch out using its own branded solutions. No one in the industry knows our products and solutions better than IDIS and we are already, demonstrably, the leading experts in the DVR and security video recording space. In addition, the migration from analogue to IP continues to create turbulence in terms of interoperability and it is challenging as an ODM to constantly re-develop product suites to integrate with multiple types of IP cameras, IP recorders and software all from different manufacturers without losing functionality. Hence, IDIS has developed DirectIP solutions so that our focus and extensive expertise is now also on our own technology and its evolution. We continue to work with and support our OEM partners and they remain a critical part of our business mix.

Where will your products be available?

Greg Kulesza: DirectIP will be available through our distribution and strategic integration partners across Europe, Middle East and Africa and direct from IDIS.

What about your installation base? Where has DirectIP been installed?

Martin Cowley: Since its European launch during the summer 2013, DirectIP has rolled out across a broad range of customers, large and small, within the education, manufacturing, leisure, local government and retail sectors. Tavcom Training here in Dubai, have also adopted DirectIP solutions for their training facilities, currently utilised by the Dubai Police. While we are able to reference a handful of other customers today including Albert Heijn, the leading Dutch supermarket chain that is part of Walmart, many are still to be approved for announcement or publicity. As and when we have further references and details, we will make these available.

How relevant is DirectIP for customers of all sizes and budget?

Martin Cowley: DirectIP delivers a truly affordable video solution to small businesses-comprised of a range of cameras and four to eight channel NVRs, with simple, uncomplicated plug-and-play installation and configuration that requires little to no training. But DirectIP is also a the cost-effective solution for medium sized enterprises, increasing asset protection and situational awareness, while speeding up response times and the investigation of incidents. The free, bundled IDIS Center client software enables simple and cost-effective configuration, providing integration with third party systems including intruder, access or point of sale (POS) systems.

Greg Kulesza: For large enterprises, IDIS will show how DirectIP provides the scalability and flexibility ideal for large- scale multi-site video surveillance at an incomparable price. As a single source solution, DirectIP significantly reduces the total cost of ownership through use of its own switching hubs, network accessories and the capability to record and store video without expensive IT storage solutions or hardware.

Are there any key distributor partnerships established yet?

Martin Cowley: During 2013, IDIS announced the opening of a distributor network based out of Dongen in the Netherlands. Known as IDIS Benelux BV, the network offers customers a direct and local operation for DirectIP sales, service and technical support across Belgium, the Netherlands and Luxembourg. We also announced partnerships with iCenter HD and number integrators in the UK, while last month was the signing of an exclusive distribution agreement with CCTV Center for the Spanish and Portuguese markets. We are in discussion with many of our distribution partners who are expressing a strong interest in selling and marketing DirectIP solutions and so expect further announcements in 2014.