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
•
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
Product Overview
- Product Briefing
Gigabit Ethernet Web Smart Switches
Model
DGS-1210-28P
DGS-1210-20
DGS-1210-28
DGS-1210-52
Port
24
10/100/1000BASE-T
PoE + 4 SFP
16
10/100/1000BASE-T
+ 4 SFP
24
10/100/1000BASE-T
+ 4 SFP
48
10/100/1000BASE-T
+ 4 100/1000 SFP
Predecess
or
DGS-1224TP
DGS-1210-16
DGS-1210-24
DGS-1210-48
Product
Image
• 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
Product Overview
- Product Briefing
Delivering efficient, secure and scalable network without complexity
Management
• Intuitive Web-based
GUI
• Up to 10 Web GUI
languages
• Compact CLI
• Support D-View 6.0
• SmartConsole Utility
• SNMP
• Cable Diagnostics
Security
• D-Link Safeguard
Engine
• Access Control List
based on MAC and IP
address
• Smart Binding
• ARP Spoofing
Prevention
• DHCP Server Screening
• Loopback Detection
QoS and Voice /
Data Integration
• Differentiated Service
Code Point
(DSCP)/802.1p QoS
• Auto Voice VLAN
• Auto Surveillance
VLAN
• Asymmetric VLAN
• Traffic Segmentation
Advanced Features
• IPv6 Management*
• IPv4/v6 dual stack*
• IPv6 ready logo phase
II*
• D-Link Green 3.0
• IEEE 802.3az EEE
• IGMP Snooping to
optimize multicast
traffic
* Support in Q4/2012
Product Overview
- Advanced Hardware Design
More Ports:
 DGS-1210-28P/20/28/52 offer 4 dedicated 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.
Product Overview
- Technology Briefing
D-Link Green 3.0:
D-Link provides more Green technology to save your money.
New
– 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.
Product Overview
- Technology Briefing
Time
Time Profile
Working Hours
08:00 ~ 20:00
Time Profile
Non-Working Hours
20:01 ~ 07:59
08:00
By enabling
D-Link Port Standby
Mode, power can 07:59
be
20:00
saved even connecting to non-EEE devices.
D-Link Green 3.0:
 Power saving by LED Shut-Off
 Power saving by Port Shut-Off
LED shut-off when
MIS staff is off
Z
ZZ
Web Smart
DGS-1210
● ● ●
Web Smart
DGS-1210
 Power saving by System Hibernation
Each port can
be turned off
 Power saving by Port Standby
entersstate
PortsSwitch
enter sleep
hibernation
stateinafter
when no traffic
10
working
hours
forup
minutes,
and
wake
max.
saving
by power
any packet
PC
PC
PC
IP
Phone
PC
IP
Phone
Product Overview
- Technology Briefing
D-Link Green 3.0
• Users can finish all power saving configurations in one page.
Product Overview
- Technology Briefing
Power Saving Standard: IEEE 802.3az EEE
- Reduce power consumption during idle1 periods.
Idle
Active
Max. Power
Max.Power
Power State
EEE Low
Active
Max. Power
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
2
D-Link Confidential
Idle: No data traffic over the Ethernet link
Average power saving % of DGS-1500 and DGS-1210 series.
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
Product Overview
- Technology Briefing
Security:
• Smart Binding :
 The Smart Binding can discover hosts in the network so that IT staffs can set IPMAC-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.
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
DHCP Server
Packet
PC1
PC2
I’m DHCP
Server
Rogue
DHCP Server
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
•…
•You’re
•You’renot
notRouter
PC-A
•…
ARP Snooping Prevention
• Router
• IP: R
• MAC: r
Faked ARP
- IP: A
R
- MAC: c
• PC-A
• IP: A
• MAC: a
• PC-B
• IP: B
• MAC: b
• PC-C
• IP: C
• MAC: c
I’m
I’m Router
PC-A
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
• 1. Port-based LBD
– Port shut down, no traffic is
allowed
• 2. VLAN-based LBD
– Block the traffic from the loop happening
VLAN without shutting down the trunking port
Web Smart
Web Smart
V1
V2
Legacy Switch
V1
Loop
PC1
V2
Loop
PC2
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 1
•VLAN 2
Finance
department
R&D department
(VLAN 1)
 (VLAN 2)
Product Overview
- Technology Briefing
Seamless Voice/Data Integration:
• Auto Voice VLAN: Eliminates the needs to configure VoIP devices and
gives the highest priority to VoIP traffic automatically.
Auto Voice VLAN
Router
Automatically detects VoIP devices
by predefined or user defined MAC
OUI
• Brand
Predefined OUI
• Cisco
00-03-6B
VoIP traffic
from these
devices
will be in
Voice VLAN
automatically
• 3Com
00-E0-BB
and given
highest 00-09-61
priority.
• Avaya
•…
D-Link
•PC1
•PC2
•Brand
• D-Link
User Defined OUI
00-26-5A-C0-34-8B
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
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
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
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
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
Product Overview
- Friendly User Interface
• Convergence:
New
Old
- Check at a glance. Show “port list” (ex:1-5) instead of single port
(1,2,3,4,5)
Product Overview
- Friendly User Interface
• Click to select:
- A pre-defined pull-down menu for ACL service type for quick
configuration.
New
New
Product Overview
- D-Link Gigabit Smart Switch Portfolio
DGS-1500 Series
DGS-1210 Series
F e a t u r e
SmartPro Switch
1
2 Virtual Stacking (SIM)
Web Smart Switch
3 Static Route
2
Web/Compact
CLI/SNMP/D-view
Better Security
3
PoE models
5 IPv6 Support1
4
IPv6 Support2
1
DGS-1100 Series
Web/Compact
CLI/SNMP/D-View
4 Big PoE Budget
EasySmart Switch
1 Very Cost-effective
2 VLAN requirement
3 Basic Management
4 Basic Security
P r i c e
1
Support in Q2/2012
2
Support in Q4/2012
Product Overview
- DGS-1210-28P comparing to DGS-1224TP
Functions
DGS-1210-28P
DGS-1224TP
4
20
0
24
185 Watts
16K
180 Watts
8K
VLAN
256
256
Voice VLAN
Yes
No
Auto Surveillance VLAN
Yes
No
Traffic Segmentation
Yes
No
IEEE 802.3ad Link Aggregation
Yes
No
IPv6 Management/Ready Logo
Yes*
No
Yes (v4.03)
Yes(v2.0)
ARP Spoofing Prevention
Yes
No
Power Saving
-D-Link Green 1.0 (by Cable length, link down)
Yes
Yes
-D-Link Green 3.0 (By LED Shut-off, Port Shut
down, Port Standby, System hibernation)
Yes
No
IEEE 802.3az EEE
Yes
No
MSRP
$899
$899
IEEE 802.3at /af PoE port
IEEE 802.3af PoE port
Power Budget
MAC Address
Loopback Detection
D-Link Confidential
* Support in Q4/2012
Product Overview
- DGS-1210-20/28/52 comparing to DGS-1210- 16/24/48
Functions
DGS-1210-20/28/52
Port combination
16/24/48 10/100/1000Base-T
+ 4 SFP ports
Switching Capacity
ACL Rules
40Gbps/ 56Gbps/ 104Gbps
2001/2001/450
12/20/44 10/100/1000Base-T
+ 4 Combo of 10/100/1000Base-T and
SFP ports
32Gbps/ 48Gbps/ 96Gbps
240/240/240
Loopback Detection
Yes (v4.03)
Yes(v2.0)
ARP Spoofing Prevention
Yes
Yes
Smart Binding
Yes
No
Traffic Segmentation
Yes
No
LLDP
Yes
No
LLDP-MED
Yes
No
IPv6 Management/Ready Logo
Yes*
No
Yes
Yes
Yes
No
Yes
No
$355/ $442/$808
$355/ $442/$808
Power Saving
-D-Link Green 1.0 (by Cable length and
link status)
-D-Link Green 3.0 (By LED Shut-off,
Port Shut down, Port Standby, and
System hibernation)
IEEE 802.3az EEE
MSRP
1
D-Link Confidential
Support Port list ACL
* Support in Q4/2012
DGS-1210-16/24/48
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.
Product Application Guide
- Example
F e a t u r e s
DHCP Server Screen
Access Control List
Smart Binding
Web
Server
Firewall
DFL-860E
Auto Surveillance VLAN
Auto Voice VLAN
ARP Spoofing Prevention
E-Mail
Server
SmartPro
DGS-1500
Green
IPv6
FTP
Server
Web Smart
DGS-1210
Web Smart
DGS-1210
Web Smart
DGS-1210
1G Fiber
1G Copper
IP Cam
PC
IP Cam
IP Cam
PC
IP Cam
IP
Phone
PC
IP
Phone
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.
2010 Ports Share
Others, 11.7%
HP (3Com,
H3C), 33.1%
Cisco, 7.7%
Dell, 7.7%
D-Link, 18.7%
Vendor
2009
2010
HP (3Com, H3C)
34.8%
33.1%
Netgear
19.7%
21.1%
D-Link
17.3%
18.7%
Top 3 total
71.8%
72.9%
Netgear,
21.1%
•Source: Dell’Oro Group Ethernet Smart Web Managed Vendor Table in Mar 2011
Competitive Comparison & Analysis
- Competitor Analysis- DGS-1210-28P
Netgear GS724TP
Features
DGS-1210-28P
•
•
•
•
•
•
•
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
• 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
• IPv6 management
Weakness
Strength
P r i c e
Competitive Comparison & Analysis
- Competitor Analysis- DGS-1210-28
Netgear GS724T
Features
• 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
•
•
•
•
MSTP
More CoS configuration
TACACS+
Dual image
DGS-1210-28
Huawei
S1728GWR-4P
•Only 8K MAC
address
•No Auto
Surveillance VLAN
•No RMON
•No CLI
Cisco SG200-28
Dell 2824
• Only 8K MAC
address
• No Asymmetric
VLAN
• No ACL
• Less Security
Features
• No LLDP/ LLDPMED
• No Power Saving /
EEE
• Support GVRP
• No LBD
• No Auto Surveillance
VLAN
• No ACL
• Less Security features
•Text-view config file
• MLD Snooping
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
M S R P
• MSTP
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
Weakness
• Dual image
Strength
Competitive Comparison & Analysis
- Key Comparison
Category
PoE
Feature
PoE ports
Power budget
WIN
D-Link
DGS-121028/28P
Netgear
GS724T/ 24TP
Cisco
SG200-26/26P
24
24
12
185 watts
192 watts
100 watts
MAC Address
MAC Address table
16K
4K
8K
L2 Features
VLAN group
256
64
256
Loopback Detection
Yes
No
No
STP/RSTP
STP/RSTP/MSTP
STP/RSTP
Auto Surveillance VLAN
Yes
No
No
IP-MAC-Port Binding
Yes
No
No
ARP Spoofing Prevention
Yes
No
No
DHCP Server Screening
Yes
No
No
CLI/Telnet
Yes
No
No
Trusted Host
Yes
No
No
ACL
MAC/IP based ACL
Yes
Yes
No
Power Saving
Power Saving and EEE
Yes
No
Yes
IPv6
Management
Yes*
No
Yes
$442/ $899
$415/ $850
$446/ $762
Spanning Tree
Security
Management
MSRP
*IPv6 management will be supported in Q4 2012
Please refer to the Competitive Analysis file for details
Competitor Comparison & Analysis
- Art of War
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
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
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.