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IT is Coming: What Can You Do About It?
By Linda Seid Frembes
rAVe Columnist  The relationship between IT and AV is best described using a sibling analogy. They’re the older, wiser sibling who thinks they know what’s best for us. We’re the young upstart who thinks we know what’s better, faster, and easier. As with siblings, most skirmishes are harmless and easily resolved, but there exists an uneasy truce that we must work together or else risk greater turmoil for everyone.
That scenario is fine, except there are movements in the business and technology markets that are steering IT and AV on a collision course. On the business side, there is Xerox’s announcement that they are rebranding a division to service the AV market (See Howard Nunes’s editorial in rAVe Pro about this subject.) Other IT giants are apt to follow suit. For us, digital signage technology has put AV front and center in exactly the place where IT doesn’t want us: on the network.
Digital signage is inherently a network-centric application where AV is only half the story. Yes, this statement doesn’t apply to standalone displays with a dedicated player, but even the simplest digital signage network requires one important thing: a network! (See a trend here?) We may think it is super exciting that you can push content updates across the network to each display, but IT wishes we would just bugger off. Their focus is on network security and throughput. Every network device is seen as a potential security risk and every device adds some level of traffic to the network.
So lose the notion that IT is invading AV. In this case, digital signage is where AV is intruding on IT’s turf. We’d like to think it is as simple as plopping a content management server on the network but that is increasingly not true given the addition of features like IPTV, RSS feeds, and mobile phone interactivity.
Jim Kelly, senior technology engineer for AVI-SPL, explains it to me: “Depending on the level of integration, a digital signage network could require assistance and support from just about every major IT group in an organization. I’ve personally worked closely with network (LAN and WAN), security, server, desktop and database groups. The need for interaction with these groups stems from several critical implementation factors, including: the content’s origins, distribution, storage, management and other behind-the-scenes components. By understanding IT, I can properly address the issues or concerns that a given group may have with the digital signage network.”
Jim can straddle the AV and IT fence very well because he can speak to both sides. He holds the Cisco Certified Network Professional (CCNP) and Cisco Certified Design Professional (CCDP) certifications, and is pursuing CCIE-Voice certification. "Having Cisco certifications and other IT related certifications helps me quickly build a rapport and respect with IT groups during a project. I understand the challenges that they face with the network and the impact that our solutions will have on them. Cisco certifications do not solve every scenario that we run into, but they establish a solid baseline for understanding the networks that our solutions now depend on to function properly,” he says.
You may ask: Why don’t the IT guys learn what WE’RE doing and speak OUR language?!?! Here’s why: Earlier this year, Forrester Research predicted that total U.S. information technology (IT) budgets would be $750 billion in 2009, a two percent decline from $761 billion in 2008. $761 billion! Unfortunately, the AV industry just doesn’t have the size and strength to demand anything from IT – yet.
That being said, there are network-centric certifications (other than Cisco) and courses that can ease the language barrier between AV and IT. The Microsoft Certified Professional coursework allows you to become certified by technology (i.e., troubleshoot a desktop, set up or maintain a server, be a Windows expert): http://www.microsoft.com/learning/en/us/certification/view-by-technology.aspx. You can also try the Network+ certification from CompTIA (http://www.comptia.org/certifications/listed/network.aspx) that shows you can manage, maintain, troubleshoot, install and configure basic network infrastructure.
 The relationship between AV and IT doesn’t have to be a contentious one, rife with misunderstanding and conflict. By concentrating on improving our skill set and learning their world, both sides can learn from each other and create a win-win.
Linda Seid Frembes is a freelance journalist who covers AV technology, installs, market trends and industry news. Linda has worked with high profile AV manufacturers, trade organization, systems integrators, rep firms and dealer/distributors in the industry including John Lyons Systems, Eastern Acoustic Works (EAW), Northern Sound & Light (NSL), and InfoComm International, among others. Reach her at linda@rAVepubs.com Back to Top
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Armagard Has Amazing Line of Outdoor Flat-Screen Enclosures  With the addition of larger and smaller screen sized enclosures, the Armagard line of flat-screen, weatherproof, outdoor enclosures is now the industry’s largest provider of outdoor DS enclosure manufacturers. With enclosures for screens as small as 24” and as large as 70” diagonally, the Armagard line is not only sealed from water, but also dust, physical impact, theft, vandalism and extreme temperatures. Of course, they’re not cheap, but with the explosive growth of the DS market in retail, transportation and now outdoor media applications, this is a very inexpensive alternative to outdoor LED displays with much better colorimetry and resolution – and they can be placed anywhere.
Check them out at: http://www.lcd-enclosure.com/
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Cisco Promotes Telepresence… as a DS Solution?  In one of the most expensive DS launches ever, Cisco is trying to promote its new TelePresence 1100 system as a “digital sign” with Cisco’s Digital Media Platform functionality built-in and using a 65” plasma display.
Look, there’s no question that Cisco has a chance at being a big-time player in the DS market, but promoting TelePresence systems for the DS market is a bit over the top. But, taking a look at the media management systems and Digital Signage Players is a good idea for you. Their flagship is their Digital Media Player 4400G: http://www.cisco.com/en/US/products/ps9639/index.html
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Aliscopy Shows 3D DS Format  Alioscopy recently debuted in Europe (and plans to be at the DSE Show in February) a new User Generated Content (UGC) tools platform for its Autostereoscopic ‘No-Glasses’ LCD displays. Powered by Ignition, a real-time interactive engine from Applied Ideas, Inc., the User Generated Content platform allows any Alioscopy customer to create or add text, 3D models, and even 2D video for instant playback and display on pre-created Alioscopy-ready templates. The benefits of being able to add and remove 3D or video content and information to an Alioscopy 3D template allows customers to take creative control — in real-time.
To read more about this 3D DS platform, go to: http://www.alioscopyusa.com/
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Linutop Debuts Linutop 3  In the market for non-Windows-based media players, Linutop is one of the virtually unknown small players out there, but has a serious lineup of products that should be considered. Using the VIA C7 processor with 1 GB of RAM and running Java-based Open Office with an internal 2 GB flash memory card, the Linutop 3 is basically a thin client PC-in-a-box that is perfect for digital signage – with 6 USB ports, DVI and VGA ports (max 1920×1080), 2 PC-audio ports, RS 232 control and Gigabit Ethernet capable. But, it’s not small – about 9” x 9” x 2”.
Check it out at: http://www.linutop.com/linutop2/linutop3.en.html
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ViewCast Launches Adobe Flash H.264 Streaming Video Server  Dubbed the Niagara 2120, ViewCast's newest streaming video appliance is being promoted as a low-cost streaming solution that’s compatible with Adobe Flash, H.264, which ViewCast says includes multiple, simultaneous resolutions and bit rates to computers, cell phones and mobile devices anywhere around the world.
At just the size of a half rack (1 RU x 7.5”), the Niagara 2120 inputs video from Component Video sources, S-Video sources and composite video sources and encodes them into a Flash H.264 format that can be sent via the “network” via two 1-Gbit Ethernet ports. Processing includes scaling, cropping, de-interlacing, inverse telecine, closed caption rendering and it’s all housed in a 4.9-pound package.
rAVe believes that this is an example of a new generation of source converters/streaming media appliances you will see being deployed in large DS networks where Flash Video is driving content to not only flat-panels, but simultaneously to many devices that are flash capable (i.e., cell phones, computers, tablet PCs, home and DOOH media players, etc.)
To learn more about it, go to: http://www.viewcast.com/products/niagara-2120
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VISIX Announces Expression Award Winners 
Visix, has announced the six grand prize winners of the company’s second annual Expression Awards. Visix holds the contest to recognize the creative efforts of its AxisTV digital signage software customers. The company received nearly 200 entries for this year’s awards. The judging committee, comprised of marketing, communications and design specialists, concluded that the following organizations excelled in each category, based on technical design, creativity and communications effectiveness: - Best Visual Communications Campaign: Anadarko Petroleum – Anadarko 2008 Kids Day
|  | - Best Composite Layout: Virginia Commonwealth University – Campus Communications
|  | - Best Original – Motion Content: Reeve Union-UW Oshkosh – Homecoming 2009 Teaser
| | - Best Original – Still Bulletin: University of Texas Medical School at Houston – Have you been punched yet?
|  | - Best Remix -Motion Content: RBC Bank – Backpack Buddies Food Shelf Program
| | - Best Remix – Still Bulletin: Stamp Marketing, University of Maryland – Battle of the Bands
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“We’re extremely pleased at how our clients have responded to the awards,” says Deborah Wilson-Dewitt, Marketing Communications Manager for Visix, “This year’s entries show a true sophistication in both communications planning and graphic design for digital signage. By staying involved in clients’designs, ideas and communications processes, we’re able to recognize and reward our customers, as well as share their efforts to educate and inspire other clients. We are truly grateful to all of our customers who participated in the awards, and we offer our sincerest congratulations to this year’s winners.” The Expression Awards are part of Visix’s ongoing strategy to bring AxisTV users together, to spotlight creative abilities and system management skills, and to recognize Visix customers for their contributions in the field of visual communications. Details about the contest and samples of both winners and finalists’ Expression Awards entries are featured on the Visix web site at http://www.visix.com/expressionawards.html Back to Top 
Eli Lilly Federal Credit Union  Eli Lilly Federal Credit Union (ELFCU) is a major employer in Indiana and has six branches throughout the state. Art Director Ross Graham picked the VISIX media players, he says, because they simply work. “We’re looking for different ways to control messaging in different branches,” he explained. “It’s hard to get out to make sure one branch is doing what it’s supposed to be doing with posters.”
The Goal
Simple: Consistent messaging between branches and dynamic content that easy to manage.
How’d They Do It?
 Graham uses one channel player to distribute content to a lobby monitor in three of its geographically dispersed locations, adapting print campaigns and weekly changes in loan or CD rates. He says the creative concept normally starts with the print campaign. “I just import the graphics I've already built into a PhotoShop document of predetermined size, one that fits perfectly on the AxisTV screens. I can move things around and make it look as good as possible for the screen. For stills, I just save out a flattened PhotoShop document to a shared server, and then upload it within the AxisTV interface. For managing content on video screens, it’s perfect.”
But for Graham, the scheduler is particularly time saving. “I love that I can work on things days and weeks in advance and just have the AxisTV scheduler manage when the promotion is running. It flips the graphic on when it's told, and shuts it off weeks later when the promotion is over.”
One of the branches with AxisTV is public, but the other two are on-site at Lilly facilities. In addition to promotions for financial products, rate boards and motion graphics to promote basic branding, the credit union chose to use AxisTV’s weather plug-in to let employees and visiting members know about outside conditions. “All our signage competes with other signage telling them what’s going on. So we needed something to break through,” he said. “The monitors look sharp – really slick. They’re grabbing people’s attention.”
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News About Minicom, Scala… Minicom has selected DMJ Technologies LLC as its sales representative in 23 states for the ProAV distribution channel… Scala has named CCS Presentations Systems of Scottsdale, Arizona as a Scala Certified Partner… Scala has also released the Scala Release 5 software as of September 8, 2009, which includes new versions of the entire Scala line. Back to Top 
So, that's rAVe DS [Digital Signage] for this month! Remember, we are here to HELP the AV market penetrate the DS market. Less than 5 percent of the DS market is integrated by AV companies. The other 95 percent is IT-based. Now, there are AV publications and even an association that would like to draw those IT people in to AV (it would increase readers, right? – and more readers means they can charge more for ads). That is NOT what we are doing. rAVe DS is specifically designed to pull AV into the DS market and teach AV companies how to take business away from the currently dominated by IT market.
For those of you NEW to rAVe, you just read a 100% opinionated ePublication that's designed to help AV integrators. We not only report the news and new product stories of the digital signage industry, but we stuff the articles full of our 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).
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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 2009.
To read more about my background, our team, and what we do, go to https://www.ravepubs.com
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