Volume 3, Issue 3 — March 31, 2014 |
House of Worship Trends
The Future of HOW
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Too Many Choices De-motivates Church Buyers
By Anthony Coppedge
House of Worship Technology Consultant
Competition is a good thing.
I am a fan of the free-market system and like that, when organizations compete, the end-user is better served through better products, better design and better prices. What’s not as obvious is when the number of choices leads to decision-making paralysis. The axiom “just because you can doesn’t mean you should” is profound wisdom for the audio, video and lighting market where too much of a good thing is a very bad thing.
Too Many Choices = No Buying Decision Made
Consumer research shows that the American consumer is suffering from choice fatigue. A study (by Columbia University and Stanford University called “When Choice is Demotivating”) found too many choices actually frustrated buyers; rather than choosing to make a purchase, they chose to not buy anything. Take a look at your product offerings on your website. Manufacturer or reseller, the reality is that it is likely you’re offering too many choices.
I think that manufacturers are looking at what the competition is doing with products far more than what their own line up of options is doing to their own bottom line. Research has shown that when presented with more choices, individuals experience conflict and as a result tend to defer making a decision, search for new alternatives or simply opt not to choose at all.
Your Website Likely Has The Answers
If your website has Google’s Analytics tracking code embedded (and if it doesn’t, you likely need a new website manager), it is possible to see how people are entering your website, navigating your website and where they’re exiting your website. More than that, it tells you the sequential order of how they click through your website and even tells you how long people stay on a particular page. This is not just data, but key insight into what’s working, what’s not and what you should consider doing about it.
Without getting into a technical geek-fest on web analytics, let’s simply focus on two big key indicators: where people start (Which page did they first land on when they enter your site? It’s often not the home page based their search results.) and how many pages they click through before abandoning your site. In there is a helpful little nugget of data known as the Bounce Rate, which tells you what percentage of users left your site from any given page. It’s not uncommon for a higher percentage to bounce off of your home page when they realize that they didn’t come to the place they wanted (even if they were looking for your company; they likely want a more specific result). While not necessarily the most important analytic, the Bounce Rate will give you a very good idea of what was the last thing they looked at before they left.
This kind of insight requires a bit of digging, but it’s pretty easy to understand what’s actually happening as people navigate through your offerings. What you’ll likely find when you have too many options is that people will bounce around within a category without ever clicking on the “buy now” or “find a reseller” link. This is a key indicator that what you’re doing is overwhelming them with too many choices.
I won’t pick on any specific manufacturers or systems integrators here, but it’s fairly common to organize your products within groupings (categories) or by application (where they’re used). Both are helpful, logical choices for navigating, but the bigger key is pre-qualifying the user so that they “discover” their answer in as few clicks as possible. In marketing parlance, this is known as defining the persona – a representation of what you know about your buyers based on their market, position, budget and scope. You can only know so much from a website visit, so the process should be extremely intuitive. Personally, I believe allowing users to “choose their own adventure” is a great option for most product-heavy websites so that they arrive at the right place in a matter of moments.
Simplification by Elimination
A study showed that a comparison of the decision strategies of people presented with three, six or nine options revealed that 21 percent used an elimination strategy when faced with three options; 31 percent used an elimination strategy when faced with six options; a whopping 77 percent used an elimination strategy when confronted with nine options. The key takeaway here is that you should be the one executing your own elimination strategy so the user doesn’t have to!
In other words, when people are given too many choices, they so badly want the decision-making process to end that if they choose at all rather than abandon the process, they will make a choice that is less than satisfactory rather than optimal. In the end, their experience with the product will likely be much lower than their expectations — even when those expectations were built around the superior product choice. As you can imagine, this results in a negative brand perception, which we know people are are more likely to tell others about than the good experiences they have with your products.
Less Is More
Of course, the implication here is that your product strategy road map is likely going to need to be revisited far more than simply re-formatting the layout of your website or how you position products. Following the axiom of “less is more,” what kind of flexibility can be innovated into your products so fewer products can serve more applications? What are you promoting and why are you promoting it? Is it really necessary for the percent of your target audience you need to make purchase decisions? What could you do less of and refocus efforts into R&D and market analysis so that what you develop and position in the future is a better fit with fewer end-user decision steps?
These are the kinds of questions that can shift the innovation trajectory of any manufacturer or dealer wanting to sell more products. They force a peeling back of the complexity layers to understand the root issues of why we’re offering more for the sake of more.
I recommend the book The Paradox of Choice: Why More Is Less by Barry Schwartz as excellent analysis and helpful discussion-starters for your team.
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4K Resolution and Multi-site Churches
By Anthony Coppedge
House of Worship Technology Consultant
In 2003, I stood in front of a room of church leaders at the National Religious Broadcaster’s Convention and said: “Churches won’t need to spend the extra money on high definition video for the next five to 10 years.” I positioned my theory that quality NTSC video (SDI in 16:9 format) was more than sufficient with the right signal processing.
Well, here we are 11 years later and I was right — and wrong. Sure, the average church attendee still can’t tell the difference between SDI video shot with good cameras, lenses and production gear in good lighting compared to HD video — especially when the screen is the same format as HD video. But, I was wrong when I said that the cost of HD would make it too expensive for a full decade.
And yet, I’m again making a prediction: Churches will adopt 4K resolution for multi-site churches as the main application of this insanely high resolution.
When Pixels Matter
In the house of worship market, a trend that is seeing exponential growth is the explosion of churches launching multi-site campuses. These are additional campuses, typically within 15 to 30 minutes driving distance to the original (main) church campus. Recent research from Leadership Network, which keeps a strong pulse on the church market, surveyed 535 multi-site churches and revealed that 27 percent of all multi-site campuses are video-teaching only and an additional 28 percent used a combination of in-person and video teaching. That’s a little more than half of all multi-site churches, of which there are currently more than 8,000 in the U.S. alone (that’s 5 million people per weekend attending a church that has multiple campuses).
Consider that when the entire message comes from a teacher on video — that video needs to not include any distractions due to technology. And then consider the trend to use HD screens for a large, center screen (often that either drops all the way to the floor or ascends from it) for a head-to-toe shot while the side screens show the IMAG (Image Magnification — tight shots and waist-up shots). Together, there’s a great case to be made for life-like images when the entire message depends upon the suspension of disbelief that the teacher isn’t in the room!
8 million pixels on a really large screen is the very real suspension of disbelief.
4K Content
Back to my story where I laid out the limitations of high definition video at the NRB Conference in 2003. At the time, it was fairly difficult to get any programming in HD for television, much left for a church to invest in full HD architecture. And even if they did, I argued, where were they doing to get any new content besides what they shot or created? Now this was National Religious Broadcasters Convention, so we had a bunch of churches on television in the room. Unless they were airing in a big market or on a national “big three” network, there was almost zero chance of any HD transmission in their immediate future — especially for churches not in a top 10 market.
Today, I would say that I wonder where churches will go to get 4K content. Beyond the video teaching capture at a main campus, for example, the video spots promoting ministries, events and activities have to all be produced at 4K to take full advantage of these glorious ultra-sharp displays. This, I think, is where this makes 4K still a bit out in front of the church space. Heck, just the editing processing power and storage alone will be a significant hurdle, not to mention the archival of raw footage.
But then I look at things like edge-blending on custom width screens with aspect ratios like 2:1 or 3:1 used as scenic backdrops, and I think that 4K has a lot to offer in those applications, too. Frankly, the ability to go much, much bigger with screens is very compelling when the image quality is there to keep things bright, crisp and vibrant.
Padding My Prediction
I wasn’t entirely right about my prediction for the adoption of HD for this market a mere 11 years ago. Having tasted that slice of humble pie, I recognize that the rate of change is greater than ever when it comes to technology — so much so that I am not sure that we couldn’t see a shift from HD to 4K by 2020 in the multi-site church space.
And yet, here’s the upside for manufacturers and integrators alike: You’ve got a lot of options ahead for finding ways to upscale 1080p, besides just getting churches past 1080i or 720p. There won’t be a shortage of conversion, playback, storage and distribution tools needed to help usher in 4K.
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And The Winner Is: LCD
In the industry’s first-ever independent survey asking AV’ers which projection technology, LCD or DLP, they prefer, LCD has won in a big way. We will do this survey annually in the future, so we’ll see how it evolves over time.
Our February survey was pretty simple — Which technology do you prefer: LCD or DLP, in eight different applications? The applications included:
- House of Worship
- K-12 & Higher Education
- Rental
- Staging
- Conference Room/Boardroom
- Large Screen Entertainment
- Healthcare
- Government and Security
The survey garnered nearly 5,000 votes and the clear winner — in seven of the eight applications, the winner was LCD. We did have a ninth category (home theaters), but we had some major some ballot-stuffing from projector manufacturers — so we threw that category out (we will, however, give our readers another opportunity to re-vote on that category this summer).
In any case, we complied the results in an infographic, which you can check out here.
Have you seen our article on Sony’s new Laser Projection Technology? No? Well, you should read it. Because sooner than you probably think, it will be the competitor to LCD and DLP technology.
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Williams Sound IR Emitters Added to EASE Software This Month
Williams Sound
has told rAVe that its WIR TX75, WIR TX90 and WIR TX9 infrared emitters will be supported in EASE as of March 15.
EASE (Enhanced Acoustic Simulator for Engineers) is software that provides AV system designers and consultants with detailed, realistic modeling and simulation of venue acoustics and sound system performance. EASE models are a way to explore options and to evaluate what works and what doesn’t work before the virtual venue becomes a job site.
You will be able to insert Williams Sound infrared emitters into your EASE model to ensure the proposed infrared assistive listening/interpretation system is lighting/covering the audience areas as required.
Use EASE 4.4, together with the new Infrared module, to plan exactly where to place and aim your Williams Sound infrared emitters before arriving on-site, utilizing such virtual features as: full rotation and aiming of the emitter, summation of multiple emitters, mapping on audience areas and walls, and shadowing of building elements.
Once placement of Williams Sound infrared emitters has been optimized, contour mapping and coverage of the audience area also can be examined to ensure proper signal-to-noise ratios are being achieved, and that the right emitter is being specified for the project.
EASE details can be found here.
Williams Sound is here.
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Wohler Adds AVB Card
Wohler Technologies today announced a new AVB Monitoring Option card for its flagship AMP2 Series modular monitoring AMP2-E16V system. Once the card and software update are installed on the AMP2 Series unit, AVB channels can be mixed, level-adjusted, and monitored alongside AES, SDI, analog and other input types, and in the same fashion.
The Wohler implementation of AVB is unique in that AMP2-E16V monitoring units already deployed in the field may be upgraded easily to support AVB. No additional dedicated system is necessary. Rather, as a result of the series’ modular design, users can add AVB support via a 100 Base-T Ethernet port and RJ45 connection when needed. Just like any other module for the AMP2-E16V, the AVB card occupies a single card slot.
Each AVB Monitoring Option card decodes two AVB streams of eight channels each (IEC 61883-6 format), and these two streams must be locked to the same media clock. AVB channels can be output via AES and analog outputs or re-embedded within an SDI stream. Going forward, those Wohler customers who employ the AVB card will be able to update its firmware just as they would the firmware for any other I/O module.
Here are details of the card.
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Mackie Thump Series Gets Huge Power Boost
Mackie this week launched the all-new Thump Series Powered Loudspeakers with over 1000 watts of power per speaker. The Thump Powered Loudspeakers feature precision crossovers, transducer time alignment and a 3-band EQ with a sweepable mid. With flexible mounting options, combo mic/line inputs and a great wedge angle, Thump full-range loudspeakers provide the application flexibility for rental, staging or permanent installs.
Mackie has also added a new Thump18S 18-inch Powered Subwoofer is a 1200-watt, professional band-pass design,. The Thump18S is designed to match with Thump top boxes, delivering what Mackie says is “high-output, chest-thumping low end perfect for any sound system.” (N.B.: Chest-thumping — that’s a new adjective I have not seen before in a press release. Also, I have to say that I love the “Thump” series product name. It’s a breath of fresh air in an industry that tends to either use model numbers — yawn — or ridiculous made up word-sandwiches like TrueBass™ or VibrrrGlass™ for product titles. Thump is short, spelled normally and totally logical for chest-thumping speakers! digress.)
The Mackie Thump Series will be available globally Q2, 2014. The Thump12 lists for $389.99, the Thump15 will list for $469.99 and the Thump18S will lists at $879.99. Here are all the specs.
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TASCAM Intros Rackmount Clock Generators
TASCAM
today introduced three clock generators. Each one is specially designed for particular market segments: CG-2000, designed for the broadcasting and post-production; the CG-1800, designed for post-production using NTSC, PAL, HD Tri-level; and the CG-1000, for recording studios and sound musicians. Each unit is equipped with a precision internal clock called OCXO (Oven Controlled Xtal Oscillator) and feature a more accurate clock system when using a rubidium clock or GPS 10MHz clock.
The CG-2000 is a video sync/master clock generator designed to meet the on-site needs for broadcasting and post-production. This unit improves redundancy for both the power supply and video/audio clock.
The CG-1800 is a video sync/master clock generator for post-production and supports NTSC, PAL, HD Tri-level for video, word, AES 3/11 and S/P DIF for audio. This video sync/master clock generator is a necessary building block for the creation of flexible, high-quality audio synchronization systems.
The CG-1000 is a master clock generator designed with recording studios, sound engineers and professional musicians in mind. High quality OCXO offers what TASCAM says is a supremely accurate clock. The external input supports up to 10MHz and offers a more accurate clock system using rubidium clock or GPS 10MHz clock.
Here are all the specifics.
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Extron DTP CrossPoint 84 Now Includes a Built-In Control Processor
Extron’s new Extron DTP CrossPoint 84 IPCP is a new version of the DTP CrossPoint 84 featuring a built-in IP Link Pro control processor. This compact presentation matrix switcher is really a complete AV system in one box as it includes a 4K matrix switcher, two built-in independent scalers, integrated DTP and XTP transmitters and receivers, a mono or stereo amplifier, audio DSP capabilities and an advanced control processor that is uniquely expandable — last month we broke the news that Extron entered the large-system control market.
The DTP CrossPoint 84 IPCP features a built-in Extron IP Link Pro control processor, with the same advanced features, processing power and technologies found in the standalone Extron IPCP Pro control processors. The DTP CrossPoint 84 IPCP delivers high-speed processing and a plethora of control port capacity for complete, customizable control of an entire AV system, including all source devices and displays, plus room functions. Simply connect an Extron TouchLink Pro touch panel to the built-in Gigabit Ethernet switch to create a complete AV control system.
As with all Extron control systems, the DTP CrossPoint 84 IPCP is very intuitive and easy to configure with Global Configurator software. The latest version of Global Configurator includes powerful, advanced features such as conditional logic, local variables, and macros. Global Configurator Professional adds unprecedented scalability with Controller Groups, a unique feature that allows a DTP CrossPoint 84 IPCP to be combined with additional IP Link Pro processors to create a large-scale control system. This is ideal for controlling multiple systems, rooms, or even remote locations around the world. DTP CrossPoint 84 IPCP systems throughout a facility, building, campus, or offices worldwide can be monitored and managed using Extron GlobalViewer Enterprise server-based software.
With the purchase of an Extron LinkLicense with the DTP CrossPoint 84 IPCP, a tablet or laptop can serve as the primary control interface for the AV system. A benefit of LinkLicense is the ability to use Extron GUI Designer software to design interfaces for specific user roles in an organization. LinkLicense works with Extron’s TouchLink for iPad app, and allows an interface to be duplicated to many additional devices. It simplifies deployment of AV system control for BYOD with a single license purchase per system and no per-user fees, and allows a standardized BYOD strategy for AV control across an organization.
Here are all the details.
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For all you REGULAR readers of rAVe HOW 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 percent opinionated. We not only report the news and new product stories of the ProAV 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
A little about me: I graduated from Journalism School at the University of North Carolina at Chapel Hill (where I am adjunct faculty). I’ve been in the AV-industry since 1987 where I started with Extron and eventually moved to AMX. So, I guess I am an industry veteran (although I don’t think I am that old). I have been an opinionated columnist for a number of industry publications and in the late 1990s I started the widely read KNews eNewsletter (the first in the AV market) and also created the model for and was co-founder of AV Avenue, which is now known as InfoComm IQ. rAVe [Publications] has been around since 2003, when we launched our original newsletter, rAVe ProAV Edition.
Everything we publish is Opt-in — we spam NO ONE! rAVe ProAV Edition is our flagship ePublication with what we believe is a reach of virtually everyone in the ProAV market. rAVe HomeAV Edition, co-published with CEDIA and launched in February 2004, is, by far, the largest ePub in the HomeAV market. We added rAVe Rental [and Staging] in November 2007, rAVe ED [Education] in May 2008 and then rAVe DS [Digital Signage] in January 2009. We added rAVe GHGav [Green, Healthcare & Government AV] in August 2010 and rAVe HOW [House of Worship] in July 2012. You can subscribe to any of those publication or see ALL our archives by going to: https://www.ravepubs.com
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