For example, Matta said a camera above a cash register at a retail store would be used by loss prevention officers to focus on criminal activity, but at the same time, that camera can also be used by store operations personnel to determine the effectiveness of a cashier as well as by the marketing department to see what merchandise is being purchased.
“We think pulling this data back and analyzing it and creating tailored applications by business unit is key,” said Matta. “You need to start with the security person. The security person owns that video asset and they need to see a benefit from the solution before you go off and start selling it to marketing or operations. Today, we only sell a security side and an operations side. We haven’t expanded it to all of these other business units that we could give value to, but we think that’s the opportunity eventually.”
Another company at this year’s show with a unique approach to analytics is Extreme Reality, which is taking its technology to the biometrics market. Based in Israel, Extreme Reality can provide users with a full-body motion analysis of a person through the use of standard surveillance cameras.
“The core technology really relies on our ability to extract the three-dimensional information of a person within a 2D video camera, even the one on your mobile phone,” explained Dor Givon, the company’s founder and chief technology officer. “The way we do it is by knowing it’s a person, looking for a person and overlaying on top of the image we extract the three-dimensional information of the human body. This system now is accurate and robust (enough) to provide solutions that are far more sophisticated than (what’s available) in the consumer electronic world and that’s why, since last year, we’ve started to build and design solutions for the biometric world.”
In the gaming market, for example, Givon said that their software could be used to detect suspicious behavior, such as someone tampering with gaming machines in a casino. “By analyzing the body motion, we can understand if you’re doing something you’re not supposed to be doing,” he said.
Givon said the purpose of analytic solutions like the one his company offers is to consolidate data and turn it into usable information.
“You want to use hours and hours of recorded data in databases and extract information on suspicious people,” Givon explained. “The idea is to extract an amazing amount information from available databases, from exiting cameras and saying, ‘I don’t want to be still, I want to put an additional layer of information working across cameras, across servers, across locations in order to extract data – whether it is in real-time or whether it is in databases.’”
In the future, Givon believes that these types of analytic solutions will become a part of everyday life rather than just a function of security.
“It is going to be a big brother world, with our without us,” said Givon. “It will not only be a security world, it will be a digital identity sort of going with us and we’re being identified by systems around us all the time.”