Video IP switches: barox Q&A on PoE and VMS integrations

A gap in the market for switches customised for video transmission was filled by barox Kommunikation when it launched a new product range five years ago, the company’s CEO has told IFSEC Global.

In the interview below Rudolf Rohr says the Switzerland-headquartered company, which also develops media converters, now has other USPs over its rivals related to PoE and VMS integrations.

barox Kommunikation is a supplier to Clear Vision Technologies, which promises prospective customers a “straightforward way to buy IP, fibre optic and wireless transmission for CCTV, industrial control and security systems”.

barox customers include prisons, airports, tunnel operators and energy suppliers.

IFSEC Global: Hi, Rudolf. Can you tell us a bit about barox Kommunikation for anyone unfamiliar with the brand?

Rudolf Rohr: We were founded 20 years ago in the German-speaking territory – which is basically Switzerland, Austria, Germany.

When the analogue thing died out we moved radically into the IP market. We focused on switches because we saw that the switches out there were not dedicated to video applications.

“Every morning a CCTV customer needs a switch – we must make sure it’s a dedicated barox video switch”

And for big companies video was only a little percentage [of their revenues] so they never focused on it.

That gave us space in the niche to grow. Today we’re one of the major players in Germany providing video switches for the big companies. We also provide lots of training because training is the key to success.

IG: Why is training so important?

RR: It helps us, because once you’re educated on a product you often use that product. We forward a lot of information to installers, integrators, but also to planners.

Many planners are surprised about the consequences of PoE.

What are the consequences of using PoE?

RR: We have a saying in Germany: the power is not coming out of the power block anymore; it’s coming out of the RJ45.

But when you provide 100 watts on the RJ45, it’s totally different. So you have to be careful how you’re installing.

Typically, in, say, US-based areas, it’s easy to install because you have double floors, you can control your cables. Whereas in Europe, specifically in Germany, you might have high-rise buildings made out of glass, and they’re using channels to bring up the cables.

Cables in a bundle can heat up to 80 degrees, so you have to know what you’re doing when you use PoE on that level.

People more and more want to use PoE because it’s smart and has the power to illuminate light, so this has been growing steadily for us.

IG: How big a concern is cybersecurity in video transmission infrastructure?

RR: Cybersecurity has been getting more attention. You have to make sure nobody can interfere with your network [by tampering with] cameras installed outside [of the building].

So this is another pillar we’re working on very strongly. Training is again important. Most failings in cybersecurity happen because of people [rather than technology].

We had a case where 25 members of the Swiss Army – including the highest ranking officer – used their army logins and passwords on a private application. That application was hacked and all of a sudden the army was vulnerable.

So in training we teach people how to react and how to operate [in order to be cyber-secure].

IG: You said you spotted a gap in the market 20 years ago for switches designed for the needs of video transmission. Do you still feel you possess USPs over your competitors?

RR: We have a ‘blue ocean’ strategy. You have a ‘red ocean’ where competitors are fighting on – let’s say – ‘standard’ features. We have chosen to go into a blue ocean in collaboration with camera and VMS manufacturers.

We don’t see this from our competitors. They don’t follow the VMS manufacturers, they don’t create plugins for their switches.

Of course, for big companies it might be more difficult to create plugins because it’s not in their main line.

We see the market in applications where the user wants more than just cameras, a network and a VMS system – whenever he needs gear that works hand in hand with each other.

“[It’s about] having a self-healing system and giving proactive advice to the customer”

[It’s about] having a self-healing system and giving proactive advice to the customer. If [for example] your cameras situated in the west wing and parking entrance are using far more energy than before, this is a signal of ageing, so you can have them replaced before they fail completely.

Our markets include prisons, airports, highways, malls, schools, train stations, government buildings and so on.

So of course we see competition, but with security, PoE and integration, we don’t see much competition. In that blue ocean we are pretty strong.

IG: Where is your research and development most focused now?

RR: The focus right now is on migrating into VMS systems. The next one will be SeeTec – now part of Qognify.

IG: Are you expanding beyond German-speaking territories yet?

RR: Germany, Switzerland, Austria – they’ve has always been a focus. The next territory is the UK, where we are working intensively, because the UK is the camera territory.

That’s our strategy: to grow in numbers, but also geographically.

I also want to go into territories where we can support customers in their local language, otherwise you’re struggling from the very beginning. So our commitment has always been to walk the talk, to communicate with people and understand their needs. Because you might have different needs in the UK compared to Germany.

And the next territory will be Italy, because of certain connections we have there. We also see that, especially in the north of Italy, demand for video security is growing.

IG: Do you see growing demand for video security across Europe given the terror threat now applies to the entire continent?

RR: Yes, unfortunately. Events mean we are heading that way. Germany was very resistant until 2015 and it changed dramatically. Video is security and that’s what people want.

IG: In what ways do you see the industry evolving over the next 5-10 years?

RR: I see a melting together of – let’s call it the ‘digital ceiling’ – lighting, fire, access and video into building technology applications.

And the beauty of PoE is you can feed your access system with a PoE switch even if the power is down, because you centralise the power and feed out the power to any location you want. So that’s a big difference, a game-changer.

Now you can combine not only IT features, but combine them with power features too. So that’s a huge benefit.

Our switches make your network proactive. You can reboot a cameras by taking PoE away for 15 seconds so you don’t need an electrician out in the field.

And you can un-power the camera.

If you have an injector at the plug, someone has to walk out there, disconnect the injector and put it back in. It’s more people needed for maintenance and it makes things more expensive.

So we try to do this the smart way – and the green way, because people want to save energy. Wouldn’t it be nice if you only use power when you need it? And you don’t have all these transformers hanging around?

My kids have a transformer with the USB cable hanging in the wall. I tell them to unplug it because it’s sucking energy. If you’re more intelligent you can just send the power where you need it and if you don’t need it, you can take it away.

And through switches we have the possibility to design this.

IG: Anything that saves the customer money in the medium to long term has to be a much easier sell?

RR: Yes. And it also tells you how sound your laptop battery or camera is: if it’s sucking more and more power over the months, you know something is running badly and you have to replace it before it catches fire.

IG: Anything else to add?

RR: For us, business changed when we started becoming stronger in the switch market – from project-driven business to a more streamed streamlined business.

Every morning a CCTV customer stands up and needs to use a switch – we’ve got to make sure it’s a dedicated barox video switch.

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