The All-over-IP tradeshow in Moscow Russia, November 20-22, 2019 connects the IP industry with companies in surveillance and security, the Internet of Things (IoT), embedded vision, biometrics, artificial intelligence, digital cities, and smart factories. This conference is the ideal meeting place to discuss vision solutions in Russia. We talked to FRAMOS®, who are present with their embedded vision portfolio at booth D1.3., and their new Russian sales representative, Daria Scheel, about the specific opportunities and challenges in the Russian market for vision.
How do you rate the Russian market for vision technology?
Despite the many sanctions and political tensions, the Russian economy is on a very good trajectory. Russian companies are extremely motivated to develop technical innovations and, above all, their own progressive solutions. Fortunately, the technical education is very good in Russia; there are many experienced and well-trained developers and engineers. In addition, the Russian urban infrastructure is comparatively far ahead in terms of digitization. These conditions are optimal for the growth of imaging and vision technologies. However, in Russia we see that the focus is less on pure components and more on the emphasis of solution packages that consist of hardware and open source systems. Usually, companies want to develop a primary hardware technology background first, and consequently their own software stacks. Therefore, project cycles sometimes proceed more slowly; Russia is at the edge of growth - we can see that the importance and intensity of image processing is increasing, significantly. Also, this growth is reflected in the success of trade fairs like the All-Over IP - a new visitor record is expected for 2019. This is the right time for FRAMOS to be more active in the Russian market with our portfolio, and we are very positive and receptive to new projects and partnerships.
What strategy do you follow on the Russian market?
FRAMOS has been active in Russia for many years, but we are only beginning to get a foothold on the market. I approach the market in a completely new way, both as a native speaker and a new FRAMOS sales representative. Inherently, this situation shows the potential and importance that image processing has in Russia from our point of view. My goal is to strengthen existing connections and to establish and expand new customers and partners in Russia. Embedded Vision is a very important and key sales driver, to provide customers with a platform and easy access to sensor technology. Then, we support customers with integration, customized software and firmware, with their own IP; for example, with the Cyrillic notation. Russian customers want to increase their competencies and rely on individual solutions and quality. The access to the market and technology for most companies is crucial, as is time-to-market, and we can help them to be self-sufficient.
What Opportunities do you see, and which industries does FRAMOS target?
With Sony sensors and our proprietary sensor module ecosystem, our focus is primarily on camera developers and OEMs in the Smart Industry and Production, life sciences and medical landscape, transportation, and infrastructure sectors. The modules in particular, that provide high-quality recognition systems for security and surveillance in the Smart City and ITS areas are in high demand. In addition, they are found in applications like facial recognition and people counting in public spaces or local traffic, and in traffic light control or parking management. Also, industrial end-customers for digital and smart production are very important. The potential in these areas is immense, whereby the focus is less on classic machine vision and more on digital automation workflows. The first customers of our 3D GigE camera D435e based on Intel® RealSense™ technology, come from the areas of robotics, drones, logistics, and warehouse management; and, smart farming and life stock. A Southern German automobile manufacturer is using the new 3D cameras from FRAMOS in a pilot project to increase the level of automation in its production facilities, with precise pick & place robots. Customers in all industries benefit from the fact that we offer technical consulting, software, and custom solutions in addition to classic vision components. For example, we are currently working on a major security project in the Russian financial sector, where our software expertise is crucial. For our Russian customers, we can be a technical vision partner who supports them throughout the entire course of the project from a single source.
What are the advantages of the FRAMOS D435e over conventional 3D cameras and the classic image processing cameras for industry?
The FRAMOS D435e is based on Intel®'s RealSenseTM technology. Therefore, unlike most Plug & Play cameras on the market, it can be connected directly and easily to any system. In addition, the camera is specially designed to meet the requirements of the industry. The industrial GigE Vision connection enables standardized and fast Ethernet transmission over long cable lengths, and without performance latencies. The camera is compatible with all GigE Vision software and all Intel®RealSense drivers. All connections, either M8 and M12 format, can be screwed together to ensure permanent fixation on mobile systems, or on robots for stable calibration and image quality. Power over Ethernet is possible, and the dust and waterproof IP66 housing is designed for use in harsh environments. Also, customizations of the camera are possible; for example, in environments containing aggressive chemicals, an IP67 class housing with special sealing is required. This modification can be achieved with a minimum of additional effort.
What do Russian customers particularly value?
Russian customers particularly appreciate a high degree of competence and experience. FRAMOS has been on the market since 1981 and a Sony image sensor partner for over 30 years. Until now, Russian companies were more price-driven, but with an increase in their technical competence and their need for individual solutions, this scenario is undergoing change. In the future they will focus more on quality, but need additional support, which is very important. Our engineers and developers are available to our customers for technical guidance and support. On the one hand, this guarantees high quality and fast time-to-market; at the same time, it guarantees high efficiency and the conservation of resources - this is just as important in Russia as anywhere else in the world. It is encouraging to see how the Russian market is opening up, starting positive discussions about how vision technology can help create cutting-edge devices and solutions to drive digitalization and automation in every industry.
