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Sales Guide

Sales Guide. Web Smart Switches DGS-1210-28P DGS-1210-20 DGS-1210-28 DGS-1210-52. D-Link HQ, Nov 2011. Outline. Product Overview Product Briefing Advanced Hardware Design Technology Briefing Friendly User Interface D-Link Gigabit Smart Switch Portfolio

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Sales Guide

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  1. Sales Guide Web Smart Switches DGS-1210-28P DGS-1210-20 DGS-1210-28 DGS-1210-52 D-Link HQ, Nov 2011

  2. Outline • Product Overview • Product Briefing • Advanced Hardware Design • Technology Briefing • Friendly User Interface • D-Link Gigabit Smart Switch Portfolio • DGS-1210-28P v.s DGS-1224TP • DGS-1210-20/28/52 v.s DGS-1210-16/24/48 • Target Market • Product Application Guide • Competitive Comparison & Analysis • Competitor Analysis • Key Comparison • Art of War

  3. Product Overview- Product Briefing • Gigabit Ethernet Web Smart Switches • DGS-1210-20/28/52 offer 4 more Gigabit ports compared to current models. • DGS-1210-28P is the latest Gigabit PoE Web Smart switch, offering 24 PoE ports and 4 SFP ports, compliant to IEEE 802.3at1 and af. • IEEE 802.3az EEE (Energy Efficiency Ethernet) compliance. In addition, D-Link GreenTM 3.0 technology allows different steps of power saving based on user-defined time profiles. • Providing a painless migration from IPv4 to IPv6 services and helping customers to protect the investments.2 • Allowing a variety of management and security functions and with straightforward user interface. 1 Port 1-4 2 Support in Q4/2012

  4. Product Overview- Product Briefing • Delivering efficient, secure and scalable network without complexity * Support in Q4/2012

  5. Product Overview- Advanced Hardware Design • More Ports: • DGS-1210-28P/20/28/52 offer 4dedicated 1000SX/LX ports instead of the 4 combo 1000Base-T/SFP ports on current models, and gives more switching capability. • IEEE 802.3at/ af: • DGS-1210-28P is a great choice to fit in the environment where high power PDs and standard PDs are both installed. • Smart Fan Design : • DGS-1210-28P and DGS-1210-52 come with a thermal sensor that can detect the change of environmental temperature and react accordingly. Hence, it utilizes fan’s lifetime and system reliability.

  6. Product Overview- Technology Briefing • D-Link Green 3.0: D-Link provides more Green technology to save your money. • Power saving by Time-based PoE: PoE ports can be turned on/off by port or system through schedule • Power saving by LED Shut-Off: Powered LEDs can be turned on/off by port or system through schedule • Power saving by Port Shut-Off: Each port on the system can be turned on/off by schedule. • Power saving by Port Standby: Each port on the system enters sleep state by schedule. • Power saving by System Hibernation: System enters hibernation by schedule. In this mode, switches get most power-saving figures since main chipsets (both MAC and PHY) are disabled for all ports, and energy required to power the CPU is minimal. • IEEE 802.3az EEE • Power saving by Link Status. • Power saving by Cable Length. New

  7. Product Overview- Technology Briefing Time Profile Working Hours 08:00 ~ 20:00 Time Profile Non-Working Hours 20:01 ~ 07:59 Time By enabling D-Link Port Standby Mode, power can be saved even connecting to non-EEE devices. 08:00 07:59 20:00 • D-Link Green 3.0: • Power saving by LED Shut-Off • Power saving by Port Shut-Off • Power saving by System Hibernation • Power saving by Port Standby LED shut-off when MIS staff is off ZZZ ● ● ● ● ● ● Web Smart DGS-1210 Web Smart DGS-1210 Each port can be turned off Switch enters hibernation state after working hours for max. power saving Ports enter sleep state when no traffic in 10 minutes, and wake up by any packet IP Phone IP Phone PC PC PC PC

  8. Product Overview- Technology Briefing • D-Link Green 3.0 • Users can finish all power saving configurations in one page.

  9. Active Idle Active Max. Power Max. Power EEE Low Power State Max. Power Product Overview- Technology Briefing • Power Saving Standard: IEEE 802.3az EEE - Reduce power consumption during idle1 periods. • Estimated ~40%2 power saving on EEE-capable Web Smart Switch. • EEE is active at below modes: • 100Base-TX (Full Duplex) • 1000Base-T • 10GBase-T • Note: EEE is Not active on fiber ports. 1 Idle: No data traffic over the Ethernet link 2 Average power saving % of DGS-1500 and DGS-1210 series.

  10. Product Overview- Technology Briefing • IPv6 Technology1: • Supporting the latest IPv6 technology, the switches need not be replaced when upgrading to the latest Internet Protocol standard. • IPv6 Ready Core logo phase II certification • IPv6 Management • Support web, SNMP, telnet, SSL, SNTP, Syslog, TFTPv6 client • ACL based on MAC and IPv4/IPv6 address • Supports IPv4/v6 dual stack, DHCPv6 client, ICMPv6 and IPv6 Neighbor Discovery. 1 Support in Q4/2012

  11. Product Overview- Technology Briefing • Security: • Smart Binding : • The Smart Binding can discover hosts in the network so that IT staffs can set IP-MAC-Port binding entry at one click, which filter unauthorized accesses easily. The Black List and White List allows for at-a-glance management. • Access Control List (ACL): • Restricts certain users within designated areas of the network and mitigate malicious traffic in the network • DHCP Server Screening: • Accept legal DHCP server on specific ports • ARP Spoofing Prevention: • Protect the network from being cut off by hackers using faked ARP. • Loopback Detection: • Shut down the affected port or VLAN to prevent packet storm from overwhelming the whole network.

  12. Product Overview- Technology Briefing • ACL & DHCP Server Screening: • ACL to permit or deny traffic based on MAC and/or IP addresses. • DHCP Server Screening to filter rogue DHCP server from user ports to prevent unauthorized IP address assignment. Trusted DHCP Server DHCP Server Screening Sorry, you’re illegal Trusted DHCP assignment Packet I’m DHCP Server DHCP Server Packet Rogue DHCP Server PC1 PC2

  13. Product Overview- Technology Briefing • ARP Spoofing Prevention: • ARP Spoofing Prevention is to prevent the network from being cut off or eavesdropped by hackers who use faked ARP to pretend to be PCs, Servers and gateways. IP MAC Port R r 26 A a 2 B b 12 C c 16 … … ARP Snooping Prevention • Router • IP: R •MAC: r You’re not Router You’re not PC-A Faked ARP - IP: R - MAC: c Faked ARP - IP: A - MAC: c • PC-C • PC-B •PC-A I’m Router I’m PC-A •IP: C •MAC: c •IP: B •MAC: b •IP: A •MAC: a

  14. Product Overview- Technology Briefing • Loopback Detection: • LBD is used for detecting loops at a network port and automatically shut down and recover that port without people intervention • 2. VLAN-based LBD • Block the traffic from the loop happening VLAN without shutting down the trunking port • 1. Port-based LBD • Port shut down, no traffic is allowed Web Smart Web Smart V2 V1 Legacy Switch V2 V1 Loop PC1 Loop PC2

  15. Product Overview- Technology Briefing • Asymmetric VLAN: • Enable Asymmetric VLAN function to isolate each VLANs (1&2) to reduce the mutual impact and meanwhile still can access shared resources ( VLAN3) in intranet. • VLAN 3 (Shared VLAN) NAS • (VLAN 3) Mail/Portal/FTP Server • (VLAN3) VLAN 2 VLAN 1 Finance department • (VLAN 1) R&D department • (VLAN 2)

  16. Seamless Voice/Data Integration: Auto Voice VLAN: Eliminates the needs to configure VoIP devices and gives the highest priority to VoIP traffic automatically. • PC1 • PC2 Product Overview- Technology Briefing Auto Voice VLAN Automatically detects VoIP devices by predefined or user defined MAC OUI Router Brand Predefined OUI Cisco 00-03-6B 3Com 00-E0-BB Avaya 00-09-61 … VoIP traffic from these devices will be in Voice VLAN automatically and given highest priority. D-Link Brand User Defined OUI D-Link 00-26-5A-C0-34-8B

  17. Product Overview- Technology Briefing • Auto Surveillance VLAN: • All network cameras are recognized and put in the Auto Surveillance VLAN automatically after the ASV feature is enabled. • They capture video streams that are set to high priority when recording to the NVR or the VMS server. • You will get smooth video stream when performing local live view and playback on the NVR or the VMS server. Web Smart Switch Web Smart Switch

  18. Product Overview- Technology Briefing • Auto Surveillance VLAN Video on YouTube: • Introducing D-Link Auto Surveillance VLAN • http://www.youtube.com/watch?v=EOb4sZV74v4&feature=related • Demo Video - D-Link Auto Surveillance VLAN • http://www.youtube.com/watch?v=t1pXxlW5olU • D-Link Auto Surveillance VLAN Training - Scenario 1 • http://www.youtube.com/watch?v=IJtJpWUWV8c&feature=related • D-Link Auto Surveillance VLAN Training - Training Overview • http://www.youtube.com/watch?v=20CyH3oFd8c&feature=related

  19. Product Overview- Friendly User Interface • A Variety of Management Tools: • Easy-to-use web GUI • SNMP and compact CLI • Intuitive SmartConsole Utility • 10 languages of GUI • English • Traditional Chinese • Simplified Chinese • German • Spanish • French • Italian • Japanese • Portuguese • Russian

  20. Product Overview- Friendly User Interface • Pre-defined netmask setting. (1) • Clear and simple wizard style with step by step setting. (2) 2 New 1 2

  21. Product Overview- Friendly User Interface • One Click Setting: - To set up IMPB entries, simply click on “Search” to find out all connected devices, and then select to bind. Or enter a arrange of IP addresses or VLAN ID for a precise scan. New

  22. Product Overview- Friendly User Interface • Convergence: - Check at a glance. Show “port list” (ex:1-5) instead of single port (1,2,3,4,5) New Old

  23. Product Overview- Friendly User Interface • Click to select: - A pre-defined pull-down menu for ACL service type for quick configuration. New New

  24. Web/Compact CLI/SNMP/D-view 1 Better Security 2 PoE models 3 IPv6 Support2 4 Product Overview- D-Link Gigabit Smart Switch Portfolio DGS-1500 Series DGS-1210 Series SmartPro Switch Web/Compact CLI/SNMP/D-View 1 Virtual Stacking (SIM) 2 Web Smart Switch Static Route 3 Feature Big PoE Budget 4 IPv6 Support1 DGS-1100 Series 5 EasySmart Switch Very Cost-effective 1 VLAN requirement 2 Basic Management 3 Basic Security 4 P r i c e 1 Support in Q2/2012 2 Support in Q4/2012

  25. Product Overview- DGS-1210-28P comparing to DGS-1224TP * Support in Q4/2012

  26. Product Overview- DGS-1210-20/28/52 comparing to DGS-1210- 16/24/48 1 Support Port list ACL * Support in Q4/2012

  27. Target Market • Target Market • SMB: • With easy-to-use switch interface and a variety of management options, DGS-1210 series is suitable for SMBs who have limited budget but require advanced features. • Voice/IP Surveillance Ready Network: • The Auto Voice VLAN and Auto Surveillance VLAN features seamlessly integrate with voice/camera network in SMB/Enterprise, delivering high voice/video transmission quality in a designated VLAN.

  28. Product Application Guide- Example Features DHCP Server Screen Web Server Firewall DFL-860E Access Control List Auto Voice VLAN E-Mail Server SmartPro DGS-1500 Smart Binding ARP Spoofing Prevention Auto Surveillance VLAN FTP Server Web Smart DGS-1210 Web Smart DGS-1210 IPv6 Web Smart DGS-1210 Green 1G Fiber 1G Copper IP Phone IP Cam PC IP Phone IP Cam IP Cam PC IP Cam PC

  29. Competitive Comparison & Analysis - Competitor Analysis • Smart switches had a 22% annual growth rate on port shipment in 2010. • D-Link ranks NO. 3 with 18.7% market share. • Source: Dell’Oro Group Ethernet Smart Web Managed Vendor Table in Mar 2011

  30. Competitive Comparison & Analysis- Competitor Analysis- DGS-1210-28P Netgear GS724TP only support 802.3af Only 4K MAC address Only 64 VLAN groups No Auto Surveillance VLAN No CLI/Telnet No Power Saving / EEE Less Security Features DGS-1210-28P Features IPv6 ACL Support MSTP Cisco SG200-26P Only offer 12 PoE ports Only have 100W power budget Only support 802.3af Only 8K MAC address No LBD No Auto Surveillance VLAN Less Security features No ACL Weakness IPv6 management Strength Price

  31. Competitive Comparison & Analysis- Competitor Analysis- DGS-1210-28 Netgear GS724T Huawei S1728GWR-4P Only 4K MAC address No LBD No CLI/Telnet No IPv6 management No Auto Surveillance VLAN/ Voice VLAN No Cable Diagnostics No IMPB No Power Saving / EEE Less Security Features Only 8K MAC address No Auto Surveillance VLAN No RMON No CLI Cisco SG200-28 No LBD No Auto Surveillance VLAN No ACL Less Security features DGS-1210-28 Features Dell 2824 Only 8K MAC address No Asymmetric VLAN No ACL Less Security Features No LLDP/ LLDP-MED No Power Saving / EEE MSTP MSTP More CoS configuration TACACS+ Dual image Text-view config file MLD Snooping HP 1810G-24G No Auto Surveillance VLAN No STP/RSTP/MSTP No IGMP Snooping No ACL No authentication No Port Security, Traffic Segmentation Less Power Saving No EEE TP-Link TL-SG2224WEB No Auto Surveillance VLAN/ Voice VLAN No STP/RSTP/MSTP No IGMP Snooping No ACL Less security functions No LLDP/ LLDP-MED Less Power Saving No EEE Support GVRP Weakness Strength Dual image MSRP

  32. Competitive Comparison & Analysis- Key Comparison WIN *IPv6 management will be supported in Q4 2012 Please refer to the Competitive Analysis file for details

  33. Art of War Myth: Why DGS-1210 switches need the additional 4 ports? Truth: Cisco SG200 series offer extra 2 combo ports. Netgear GS748T and HP v1810-48 offers maximum 4 fiber ports. Counterplot: DGS-1210-20/28/52/28P give 4 more Gigabit ports at the same price. It is trend to offer more switching capability for the rising demands of connecting to the Internet through a variety of devices. Competitor’s new models also offer additional uplink ports. Competitor Comparison & Analysis- Art of War

  34. Art of War Myth: D-Link does not have 48-port Gigabit PoE Smart Switch. Cisco has SG200-26P and SG200-50P PoE switch with competitive prices. Truth: Cisco SG200-26P offers only 12 PoE ports with 100Watts power budget, and SG200-50P offers 24 PoE ports with 180 watts power budget. Counterplot: DGS-1210-28P provides 24 PoE ports with 185 watts power budget, which offers more flexibility for powered device installation. For SMB customers who have budget limitation, a 24-ports Gigabit PoE model is sufficient in terms of functionality and price. Competitor Comparison & Analysis- Art of War

  35. Art of War Myth: DGS-1210 switches are not competitive when comparing to Cisco SG300 series and Netgear GS700TS series? Truth: With Static Route and Virtual Stacking, DGS-1500 switches are the right match to compete against SG300 and GS700TS switches. Counterplot: DGS-1500 series support Static Route and can virtually cluster 32 units and be managed through one IP address. Competitor Comparison & Analysis- Art of War

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