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Volume 6, Issue 5 — May 22, 2012
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Mind Share vs. Market Share
By Joel Rollins
rAVe Columnist Last month, we talked about the difficulties that we encounter when training rental staff internally. And, although difficult, it is inevitable that lots of your staff training will need to be done this way.
But another source of training is classes given by manufacturers and distributors. But this can be either awesome — or awful.
You see, about ten years ago, manufacturers in our industry began jumping on the “education as marketing” bandwagon. A number of the biggest, and fastest growing, manufacturers had done it (and done it well) and others quickly followed suit. So this left those of us out on the front lines with lots of choices about how to educate our people.
But not all manufacturer training is good training. Lots of them underestimate what it took from the leaders in the field to get there. The ones that do it well have invested great amounts of time and money in professional trainers, development of professional course material, and even the building of dedicated facilities. With the top players, education is not just a marketing strategy, it’s a way of life.
Unfortunately, this led the rest of them into attempting to jump onto a very fast-moving bandwagon, and I’d like to give them just a few pointers from those of us in the field who are making decisions on which training to send our employees to:
- Giving the same sales reps who have been calling on us for years a PowerPoint presentation does not make them educators. If your salespeople were already educating your dealers, great. If they weren’t, giving them PowerPoints and labeling them educators is just going to make us lose respect for their parent company.
- I have heard it expressed that the philosophy behind dealer education is that they (dealers) will implement the product that they know the most about. But don’t make the mistake of taking this avenue if your product, once they know about it, would not be the one they want to implement.
- Don’t think you can “educate away” your product’s deficiencies. It comes off like PeeWee Herman screaming “I meant to do that!” Relabeling your errors and educating us on them as “important features” can’t help. A stuttering video stream is not "patented polysyllabic punctuation."
- Don’t make passing a poorly-defined course on your product mandatory to have access to your line. Bear in mind that your competitors are doing it, too, and you are forcing a choice between suppliers. Don’t play this hand if you aren’t sure you can win.
- When training your field people to deliver a course, it isn’t the course that’s the most important. It’s them. Being a trainer requires more than just preparation, it also requires some talent, IMHO. Look for the ones who are already educators by nature, and don’t try to force others into the mold. I usually liken it to a saying I picked up from a Robert Heinlein book as a youth: “Never try to teach a pig to sing. It will frustrate you, and it will annoy the pig.”
- For Pete’s sake, if you are going to try to move your training to the Web, it needs to be re-written properly to be given that way. You can’t just give whatever you have to your Webmaster to post. There’s an old saying: “Old PowerPoint presentations never die, they just become webinars”. Unwatched webinars.
- Training materials are NOT written by the people who develop your marketing materials. Look at your slides — if they contain the same bullets as your brochures, you aren’t training. You’re selling. And believe me, we all know the difference.
- When you make a course on your products “mandatory,” make it good. Or you won’t get two.
- If you want to REALLY tick the market off, make a course on your dud products mandatory to get access to the products you got right. There’s a term for those people. We call them “former suppliers.”
- Please, Please, PLEASE stop talking about “mindshare,” if, by that term, you mean “the dealer believes all our marketing blurbs and can recite them.” Did you learn to train in a Manchurian camp?
Dealer training is a must these days, and it has indeed helped some of the leaders get where they are, and is helping them stay there. But it’s not a game to be entered lightly. It isn’t just your dealers who are being scored on the results.
And for those of us who TAKE courses, we need to be more honest when we fill out training evaluations at the end of class. And we need to remind our suppliers that we also score them — with our wallets.
rAVe Rental [and Staging] contributor Joel R. Rollins, CTS, is general manager of Everett Hall Associates, Inc. and is well known throughout the professional AV industry for his contributions to industry training and his extensive background in AV rental, staging and installation. Joel can be reached at joelrollins@mac.com
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High Bandwidth Wireless for HD and 3D/HD Digital Video Cameras High speed, high bandwidth wireless is now available that can transmit uncompressed high definition (HD) video signals and even HD 3D at the performance level required to ensure the highest fidelity of signal and resolution.
This technology, in the hands of camera operators in motion picture, television, sports, and Electronic News Gathering (ENG) organizations is ideal for the placement of digital video cameras in remote locations up to 500 meters from the receiver without wires and without concern for interference.
The breakthrough involves technology that works in the unlicensed 60 GHz “millimeter wave” frequency band. The data bandwidth available at this frequency allows a tremendous amount of digital information to be transmitted wirelessly at high speeds, a feat not possible at the lower frequencies used by most wireless equipment.
Explosion in Data Transmission
The industry has struggled for some time to identify wireless and even physical cabling connections that can keep up with the rapidly increasing bandwidth required for high definition filming.
The escalating demand is being driven not only by higher resolution devices, but also with the upsurge in popularity of 3D/HD motion pictures, televisions, smart phones and gaming monitors.
Because 3D is shot essentially utilizing two cameras that film slightly offset images that are synchronized to create the dimensional effect, two independent HD streams must be transmitted simultaneously. This immediately doubles the data transmission requirement and presents the challenge of doing so through a delivery system – physical or wireless – that has no latency issues.
Physical Cabling – Fiber, Coax
The most obvious solution for high speed transmission of data-intensive content would be to establish a physical connection via fiber optic cabling.
However, digital 3D/HD fiber optic cable has significant latency issues that can affect the synchronization of the two digital streams of data. To compensate, complex and expensive multiplexers are required, which lead to racks of equipment on-site and a completely non-portable solution.
Due to the deficiencies of fiber optic cable, the industry often utilizes a coax cable solution that can be run to a distance of approximately 300 meters. However, the limitations of data transmission often lead to stepping down the resolution and sacrificing quality.
High bandwidth wireless, naturally, would be the ideal solution and eliminate the need for any kind of physical connection. But traditional wireless options are unable to keep up with the bandwidth requirements as well.
Fortunately, a little used portion of the wireless spectrum known as the millimeter wave band has all the bandwidth capability, and more, to ensure the highest fidelity and resolution of signal from source to receiver.
Millimeter Wave Band
Millimeter waves (also known as extremely high frequency or EHF) operate within a frequency range of 30-300 GHz.
What makes this range so attractive to the broadcasting and film industries is the available bandwidth. Standard wireless at lower frequencies can only deliver 2-5 MHz of bandwidth. The lesser used millimeter wave band, on the other hand, can deliver data at speeds of up to 10 GB/s currently, with projections increasing to as much as 40 GB/s by 2014.
Until recently, the military has been the primary user of this spectrum for developing short range wireless communication products. Not only is the technology mature, but with the cost of the all-important Monolithic Microwave Integrated Circuits (MMIC) dramatically decreasing in recent years (a trend that is expected to continue), the technology is now being utilized for commercial applications.
The millimeter band, however, does have some distance limitations. Millimeter wave radio signals in certain frequencies can suffer atmospheric attenuation over long distances. Rain and humidity can also dilute signal strength. As a result, wireless transmission is limited to about 1 mile.
Products Emerge
The first millimeter wave products in the 60 GHz band — a frequency available for unlicensed commercial applications – are now being introduced that specifically target the HD and 3D/HD motion picture, television and broadcast industries.
Renaissance Electronics Corporation (REC) and its wholly owned subsidiary, HXI, for example, have recently introduced a millimeter wave based product specifically designed for high definition and 3D digital filming, the GigaLink HD wireless radio links.
These wireless radio links, which are available as single or dual channel, are the first unlicensed wireless system that transmits uncompressed raw HD/SDI video at 1.485 GB/s, according to Renaissance.
The dual channel model can transport independent, uncompressed video signals from two HD cameras or alternately High Definition 3D with both 3D/HD input signals transported in perfect synchronization at 2.970 GB/S (combined). This is all without the need for compression or forward error correction, avoiding the associated latency.
The GigaLink Products were developed specifically for use with Sony HDC and HDCU-F950 Digital 4:4:4 CineAlta systems but will interface with any SMPTE 372M or SMPTE 292M compliant production system.
These portable wireless links consist of a transmitter and a receiver that each weighs approximately 11 pounds. Operating range is up to 500 meters in clear air to light rain conditions.
New Possibilities in 3D Filming
With its performance meeting or exceeding fiber optics, this technology has particular value for Electronic News Gathering (ENG), live events (sports, holiday parades, etc.), film, TV and for studio to transmitter links.
Because wireless in the millimeter wave spectrum has a limited range, the applications for HD and 3D/HD video include those that call for portability and/or camera repositioning. These lightweight radio links can be set up and positioned in remote locations without wires visible in the shot and without concern for interference.
Another potential application is for broadcasting live events, such as the Olympics or Holiday Parades, where the installation of physical cables that later have to be removed (or left) is not feasible. Sporting events also benefit from the portability, as cameramen move from location to location at an event.
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Share Article Back to Top Peerless-AV Debuts New 3×3 Universal Video Wall Cart Peerless-AV announced recently the launch of a 3×3 Universal Video Wall Cart, the DS-VWC655-3X3. Aimed at the rental and staging markets, but perfectly positioned for portable digital signage applications, the DS-VWC655-3X3 can hold nine flat panel displays measuring 46 to 55 inches. The cart features a covered shelf that effectively hides media devices and upright channels to organize cables. Lockable 5" casters support up to 1,000 lbs. of flat panel displays and can swivel 360 degrees for maneuverability. The company has included mounting hole patterns up to 400 mm vertically while a unique positioning feature enables simple flush alignment without tools.
All the details can be found here: http://www.peerlessmounts.com/dyn/Products/BrowseProduct.aspx/tn/880 |
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Extron Ships 1×2 HDMI Distribution Amp Extron has started shipping its new HDMI DA2, a one-input, two-output HDMI distribution amplifier. The HDMI DA2 supports HDMI specification features including data rates up to 6.75 Gbps, Deep Color up to 12-bit, 3D, Lip Sync and HD lossless audio formats. The HDCP-compliant distribution amplifier supports all HDTV rates including 1080p/60 and PC resolutions up to 1920×1200. Extron says it features two exclusive technologies: EDID Minder, which maintains continuous EDID communication between connected devices and Key Minder, which continuously authenticates HDCP encryption between all devices, ensuring the simultaneous distribution of source content to both displays.
The HDMI DA2 features include automatic input cable equalization, automatic color bit depth management, selectable output muting and indicators for monitoring and troubleshooting. Input cable equalization restores and reshapes incoming HDMI signals, reducing the need for additional signal conditioning equipment by compensating for weak source signals or signal loss from a long input cable. The HDMI DA2 automatically adjusts color bit depth based on the display EDID, preventing color compatibility conflicts between source and display. Outputs can be muted independently via RS-232, allowing content to be previewed on a local monitor. Additionally, the distribution amplifier provides immediate visual confirmation of EDID status, HDCP authentication, and signal presence confirmation for each port via front panel LED indicators.
More specs are here: http://www.extron.com/product/product.aspx?id=hdmida2
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Share Article Back to Top Christie Debuts New 3LCD Projector Platform at NAB 2012 The first offerings of a new 3LCD product platform, the Christie LX501 and Christie LX601i projectors debuted at the NAB show in Las Vegas last week. The Christie LX501 is a 5000-lumen XGA (1024×768 resolution) projector with up to 3000:1 contrast ratio. It's designed for small-to-medium sized venues in higher education, corporate environments and government agencies. The professional-grade Christie LX601i XGA projector offers 6000 lumens and is suitable for similar venues requiring higher brightness.
With this new 3LCD platform, Christie is also introducing a hybrid filter rated up to 20,000 hours with no moving parts, reducing the need to change filters frequently, and long-life lamps ranging from 3000 to 4000 hours in eco-mode (2500-3000 hours in standard mode), lowering the total cost of ownership. Both the Christie LX501 and Christie LX601i are rated for high altitude use up to 10,000 feet (3048 meters).
As well as providing easier third-party integration with Crestron RoomView and AMX Device Discovery, the Christie LX501 Christie LX601i also includes DICOM (Digital Imaging and Communications in Medicine) Simulation Mode for use in medical training environments.
Here are all the specs: http://www.christiedigital.com/en-us/business/products/projectors/lcd-display/pages/christie-lx601i-3lcd-digital-projector.aspx
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RGB Spectrum Adds DVI Dual-link Option to the MediaWall 2900 and SuperView 4100 RGB Spectrum has added a DVI dual-link option for its MediaWall 2900 video wall processor and its SuperView 4100 multiview processor to accommodate these higher resolutions such as 2560×1600 (WXGA). The MediaWall 2900 offers two DVI dual-link outputs; the SuperView 4100 needs only one. Both processors support up to 2560×1600 on each output. Eight video-graphic windows can be displayed simultaneously in real-time. Four 720p sources, at native resolution, fit nicely into a single 2560×1600 output. And, for two edge-blended projector applications, the MediaWall 2900 delivers overlapped outputs.
Although there are computer graphic adaptors that support DVI dual-link output capability, they commonly display only graphics and applications running on a single computer. With the MediaWall 2900 DVI dual-link processor, multiple videographic sources may be displayed together at any size and position on one or two screens. Using a four-head graphics adapter set to 1280×800 on a PC and connecting each output to the MediaWall or SuperView, the result is a pixel-for-pixel match displayed via the 2560×1600 DVI dual-link output.
Here are all the specs: http://www.rgb.com/products/MediaWall2900
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Premier Mounts Debuts New Mobile Mega Mount Cart for Large Displays Premier Mounts announced yesterday a new addition to its mobile cart product line, the PMC-MM-085. Using the MVWC-2X2 mobile cart as the base with a newly designed mounting head capable of 360 degrees of rotation, this cart can bring mobility for an extra large single screen display, specifically from 80" up to 103" and larger or up to 500 lbs.
Heavy-duty casters with a reinforced design accommodate the 500-lb. weight capacity and assure stability, according to Premier, even on uneven surfaces, including trade show and other event settings. Likewise, the heavy-duty casters provide swift maneuvering and precise placement in any desired location. The PMC-MM-085 provides 360 degrees of rotation, allowing displays to be viewed in either landscape or portrait orientation, as well as any other arbitrarily angled view. The mount also features both a positive and negative tilt adjustment for accommodating preferred viewing angles and to account for involuntary display tilt due to equipment weight.
Premier says the cart can be ready and assembled in 30 minutes or less. It also has a solid bottom skirt ad tray to store and protect other equipment. List price is $3,995.
For more information, click here: http://www.mounts.com/product?product=PMC-MM-085
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Premier Mounts Introduces Heavy-Duty Clamp Adapter Premier Mounts recently announced an all-new heavy-duty clamping style dual pole adapter and mount for carts and stands, the PSD-HDCA. Attaching to cart or stand configurations in less than a minute, this adapter makes installation a simple, one-step process with no special tools required, according to Premier. The enclosed wrench — or any standard wrench — is the only tool needed to tighten or loosen the bolt. Simply slide the back plate of the adapter through the space between the poles of the cart or stand configuration until the attached mount is against the front of the poles. Next, tighten and secure the screw with the included wrench.
The PSD-HDCA adapter can adapt to any of Premier Mounts' PSD dual pole stands, UFA adapter plates or AV shelves, offering customers a wide array of mounting options. With a 4.5” bolt pattern, the attached mount has a 100x100mm VESA mounting pattern as well as a tested weight capacity of 500 lbs. With Premier Mounts' UFA adapter plate series, the PSD-HDCA will easily work with mounts with a 200x200mm VESA pattern as well as any other custom pattern in the UFA series.
Want all the specs? Go here: http://www.mounts.com/product?product=PSD-HDCA
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Share Article Back to Top Chief Launches New Freestanding Video Wall Solutions Chief is now shipping its Fusion Series freestanding video wall solutions. The new LVM mounts make it possible to construct video walls in prominent locations for temporary situations or when wall-mounting is not an option.
Available in standard 2×2, 3×2 and 3×3 configurations, the new freestanding solutions can be combined with accessories to achieve video walls up to three displays high and any length. The LVM2X2U can accommodate displays up to 65” and 125 lbs. (56.7 kg), while the LVM3X3U and LVM3X2U are compatible with displays up to 55” and 100 to 125 lbs. (45.4 to 56.7 kg), respectively. This latest addition to Chief’s Fusion Series of mounting solutions features ControlZone micro-height and leveling capabilities, plus plumb and lateral shift adjustments to simplify alignment. Fully integrated cable management aides in a clean installation and smooth rolling casters allow for easy positioning.
The models are:
- LVM2X2U – 2×2 freestanding solution
- LVM3X2U – 3×2 freestanding solution
- LVM3X3U – 3×3 freestanding solution
- FCA2X1U – Accessory converts 2×2 configuration to 2×3
- FCA3X1U – Accessory converts 3×2 configuration to 3×3
Here are the details: http://www.chiefmfg.com/Series/LVM |
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Share Article Back to Top For all you REGULAR readers of rAVe Rental [and Staging] out there, hopefully you enjoyed another opinion-packed issue!
For those of you NEW to rAVe, you just read how we are — we are 100% opinionated. We not only report the news and new product stories of the rental and staging industry, but we stuff the articles full of our opinions — in this case, it’s industry-veteran Joel Rollins' opinions. That may include (but is not limited to) whether or not the product is even worth looking at, challenging the manufacturers on their specifications, calling a marketing-spec bluff and suggesting ways integrators market their products better. But, one thing is for sure, we are NOT a trade publication that gets paid for running editorial or product stories. Traditional trade publications get paid to run product stories — that’s why you see what you see in most of the pubs out there. We are different: we run what we want to run and NO ONE is going to pay us to write anything good (or bad).
Don’t like us, then go away — unsubscribe! Just use the link below.
To send me feedback, don't reply to this newsletter — instead, write directly to me at gary@ravepubs.com or for editorial ideas: Editor-in-Chief Sara Abrons at sara@ravepubs.com
rAVe [Publications] has been around since 2003, when we launched our original newsletter, rAVe ProAV Edition. rAVe HomeAV Edition, co-published with CEDIA, launched in February, 2004. rAVe Rental [and Staging] launched in November 2007. rAVe Ed [Education] launched in May 2008. rAVe DS [Digital Signage] was launched in January of 2009.
To read more about my background, our team, and what we do, go to https://www.ravepubs.com Back to Top Copyright 2012 – rAVe [Publications] – All rights reserved – All rights reserved. For reprint policies, contact rAVe [Publications], 210 Old Barn Ln., Chapel Hill, NC 27517 – (919) 969-7501. Email: sara@ravepubs.com
rAVe Rental [and Staging] contains the opinions of the author only and does not necessarily reflect the opinions of other persons or companies or its sponsors.
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