Volume 8, Issue 7 — April 6, 2010
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Welcome to another issue of rAVe ProAV Edition! Are you interested in adding the military to your client roster? Today, rAVe columnist Linda Seid Frembes breaks down the pros and cons of working with the military, and talks to some integrators about their experiences. Don't forget that InfoComm's registration is now open. Register early to make sure you can get into the best classes, one of the most important reasons to attend the show. Register here: https://www.compusystems.com/servlet/ar?evt_uid=144 Do you live near Chicago? I'll be speaking on Wednesday (April 7) at the Hyatt Regency McCormick Place about surviving this economy as an AV integrator. Register for free at: http://almoproav.com/Events/e4/ Enjoy the issue! –Gary Kayye, CTS Back to Top
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Military AV Work Is Not So Scary — Really
By Linda Seid Frembes
rAVe Columnist  After several years of hearing about budget cutbacks in major AV markets like corporate, education, and houses of worship, I wanted to speak with integrators who are working in one of the few markets that are spending money — namely, the military. Military work seems really mysterious and difficult to those who are unfamiliar with the territory. As a result, it is rare when a new player enters this niche market.
As with any client, each branch of the military has its own way of doing business. This is why Tom Corzine, vice president of government services for AVI-SPL, says that “it’s important to have people who understand the environment, who have worked in that environment and understand the workings of the military.”
When he joined the firm approximately eight years ago, he instituted a more proactive outreach to the military community, rather than waiting for them to call. “The military is in a communications industry too,” he says. “They use AV to make their job more efficient.”
Robby Turner, regional vice president for Data Projections, says that there are diverse opportunities for AV installs, including classrooms, training rooms, network operations centers, command and control centers, and secure meeting rooms. “Videoconferencing technology is widely adopted in this market, more so than in the corporate market,” he says. “Technology adoption is driven by the customer. They need videoconferencing for secure communications with other military bases and government agencies.”
Cheryl Walker, vice president of General Projection Systems, agrees that videoconferencing is a major technology for the military. “What is unique about their usage is that they are dealing with real human lives and real-time critical situations,” she says. “Take the Haiti crisis, for example. Every minute counts, especially when you are waiting for a command.”
What they look for
So, what does it take to work on military projects? Attention to detail – not just in your install work, but also in your documentation. Walker says that they are required to include resumes of each person on the team in their bid package. As a result, her eye is on your meticulous attention to detail starting in the interview chair. If your CTS is expired or you can’t produce your control system certification, then that just won’t cut it.
“In addition to industry certifications, it is huge if your company has people with top secret security clearances. Even if the project doesn’t call for TS clearance, it says that your people have passed background checks and are trustworthy to work on-site without an escort,” she adds.
Another important aspect is understanding network security and Telecommunications Electronics Material Protected from Emanating Spurious Transmissions (TEMPEST) requirements. TEMPEST addresses the protection and control of the electromagnetic and sonic domains, as well as the physical equipment. “Certain functions have to be built into the system to fulfill TEMPEST requirements, as well as be able to handle classified and non-classified information,” says Turner.
Turner also says that his military clients speak in acronyms, almost like it’s their own language. “But military clients are great. They’re very tech-savvy and know what they want,” he adds.
The sales cycle can be long, similar to working with the education market. The government’s fiscal year runs October 1 to September 30, so it’s also important to know the timing of pre-budgets and budgets. Depending on the branch of military, Walker says that some pre-budgets are due as early as April and as late as July.
Contracts are awarded under strict guidelines. Turner says that the different contract vehicles can be difficult to understand at first. For example, navigating the General Services Administration (GSA) is a feat unto itself. They are the largest purchasing arm in the government and handle everything from contractors to office supplies to real estate transactions and frequent flyer miles.
Per Walker, contracts are usually written for the integration portion of the work, but rarely include maintenance. “I spend a lot of time educating my military clients about maintaining their systems, and using qualified personnel to do so,” she says.
 Overall, the outlook for military work remains positive. All three firms noted that the high level of activity and spending has continued, and none expect that to change in the near future.
Linda Seid Frembes is a rAVe columnist 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
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Why AV Dealers Suck at Marketing — and How You Can Get Better
By Gary Kayye, CTS  Have you ever wondered (or maybe been frustrated about) why your company’s marketing efforts are banal, boring and, well, just plain bad?
In fact, in the AV world, sales is way, way better at generating leads than marketing, right?
Why is this the case?
I’ll tell you why! We’re an industry run by old dudes!
Yep, that’s right, we, as an industry, look a lot like the average politician out there. In fact, statistically, we are over 90 percent males who’ve been in the market for more than 15 years AND, to top that off, our average age is well over 45!
We’re simply not “hip” to the exponential changes occurring in life, in marketing and in connecting to people. In fact, ask the average marketing exec inside a commercial AV dealership about networking techniques for building relationships and they’ll tell you about how cool their last business leader luncheon was or how well the ads do in the local business journal.
The commercial AV market is lagging way behind the average business when it comes to leveraging social media in marketing. Ironically, we are a technology-based industry, but we’re not known for our technological innovative marketing. In fact, most print ads we see in our trade publications are horrifically BORING and no one would dare submit them for an advertising award.
Sure, many of you reading this have added a Facebook logo on your webpage or maybe have even started a Facebook Fan Page, but come on, that’s not innovation!
OK, let’s do a re-set and get on the same page. Do you agree that most of us have built our businesses from the ground up via a relationship sales and marketing model? We've all read books, articles and columns that talk about how to build and maintain sales by building relationships with our customers and clients.
Although we may have, over the years, pitched it in all sorts of ways, the message has always been clear: build relationships with your potential clients so that they see you as "friends" as they would prefer to (and may even feel obligated to) buy from "friends" rather than from people they consider "vendors." Right?
And, with that in mind, we conduct sales meetings, direct our account executives and even build our sales plans around the relationships we have with our clients. Heck, we even invite our best clients (now our friends) to our end of year holiday parties, weddings and birthday celebrations – this is the relationship we strive to attain. Agree?
Well, think of Social Media marketing as the new relationship. Have you noticed how your kids communicate? It’s VERY, VERY different than the way we do. We older folks try for the "let's go to lunch" or the "let's play a round of golf" approach to building personal relationships. But, we can't always do that. Sometimes, the best we can muster is a regularly timed phone call – just to check in or a friendly email to say hello. Surely, you agree that although personal, one-on-one contact is preferred to build and maintain a relationship, some sort of contact is always better than nothing?
But have you noticed how our kids don't do anything like this with their friends? Sure, "hanging out" is still the mantra of our teens and even 20-somethings, but check it out for yourself – our kids don't use cell phones to call each other. Look at their phone bills! They text. They Facebook chat. When they actually do make a cell phone call, they actually don't leave a message on voicemail (something they look at as very 1990s-ish). In fact, if they call someone who doesn't answer, they actually hang up and then immediately TEXT their friend. They see that as more personal (and immediate) than even voicemail. Most of you reading this would see this as impersonal – but that's because you're old.
You need some Generation-Y’ers. Seriously! Do you even know what Generation-Y is? Well, in case you don’t, it’s the generation of 20-somethings out there who will literally outnumber the Baby Boomers by April 2010. Generation Y was raised on the Internet, can pick up and actually play any videogame they try in a matter of minutes, Tweet all the time about stuff you’d think is mundane (but, ironically, has hundreds of random followers who are interested) and hasn’t watched a television commercial in years!
These 20-somethings can and will re-engineer (using a term you oldies out there will understand) your marketing efforts so that they are truly leveraging the new social media marketing tools.
Or, just keep sucking at marketing…
Reprinted with permission from Sound & Communications. Founded in 1955, Sound & Communications is the premiere magazine for AV systems integrators, contractors and consultants. To subscribe or read sample articles, go to http://www.soundandcommunications.com
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rAVe Announces 2010 Digital Signage CHAMP Awards  In last month’s issue of rAVe DS [Digital Signage], we released our 2010 DS CHAMP Award winners including categories such as Best New DS Product 2010, Best New DS Technology 2010, Most Innovative New DS Hardware Product and Best NEW Indoor DS Display along with a dozen other categories.
You can see all the winners here: http://www.ravepro.com/digital_signage/issues/2010/03/index.html
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Extron Expands HQ with 200,000 Square Foot Building  Extron Electronics is expanding its headquarters with the construction of a new six-story, 200,000 square foot building adjacent to the company's current facilities in Anaheim.
A major part of the expansion will be new training facilities that will be 20 percent larger than the current training facilities in Anaheim occupying 15,000 square feet including three classrooms, a demo room, and an audio lab. Two of the classrooms will have divisable walls to accommodate larger groups.
"We look forward to serving our customers better with additional classes and larger training facilities," says Andrew Edwards, President of Extron. "Extron continues to hire. The new headquarters building provides the space needed for the new employees required to support our expanding product lines."
The new energy-efficient building will include dual-pane tinted glass, extra thermal insulation, and will incorporate ice thermal energy storage technology. Extron has occupied its present headquarters complex since 1995 and also has offices in Raleigh, North Carolina, as well as The Netherlands, Singapore, Japan, China, and Dubai.
The new building is expected to be completed by the fall of 2011 and Extron can be found at http://www.extron.com
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InfoComm Joins Event Management Sustainability Group  InfoComm has joined the ISO/PC 250 Sustainability in Event Management International Standard Development Technical Advisory Group (TAG). Thirty-one countries have begun work on a new standard on sustainable management of events — a standard that will guide event planners, venues, and other stakeholders in improving and maintaining sustainability measures for a number of common events and gatherings. The document will require identification of key sustainability issues such as venue selection, operating procedures, supply chain management, procurement, communications, and transport through a management systems approach. All types of events, including exhibitions, sporting competitions and concerts, will be covered by the standard.
The standard is expected to be finalized in 2012 in time for the London Olympics. The United States is participating as a delegation member to ISO, sponsored by the CIC-Convention Industry Council, administered by the ASTM, and authorized by ANSI. A limited number of live events audiovisual professionals are needed to participate — to volunteer, send an email with your qualifications to standards@infocomm.org.
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Lutron Shows Off Energy Suite  Lutron’s newly launched, fully scalable Energy Suite can control light levels and usage across multiple floors, whole buildings and entire campuses throughout corporate, industrial and public sector facilities. Some of the products in the Energy Suite shown at ISE included Lutron’s new Green Glance, Radio Powr Savr and Rania Wireless RF Switch, the GRAFIK Eye QS Wireless (multi-zone control unit) and Lutron’s Energi Savr Node QS.
A display software package called Green Glance provides real-time and historic reporting on energy savings within a building. Green Glance can educate as well as motivate employees to be energy efficient and socially responsible. On top of this, businesses can use Green Glance to display other environmentally efficient facts about their buildings such as details on waste reduction programs or water efficiency systems.
Lutron’s new Radio Powr Savr and Rania Wireless RF Switch are an innovative, wireless sensor and switch designed to automatically turn the lights off when a space such as a conference room, small office, staffroom, classroom or cloakroom is unoccupied.
GRAFIK Eye QS Wireless is a preset light and shade control system for the easy adjustment of lights and shades in any commercial space.
Lutron’s Energi Savr Node QS controls light by connecting occupancy sensors, daylight sensors and wall-stations to DALI (digitally addressable light interface) ballasts. Additional Energi Savr Node QS modules can be linked together to allow integrated control of several floors. The system is totally scalable as it can be linked to Lutron’s Quantum solution for whole-building light management. In addition, installation and commissioning are simple thanks to its Apple iPhone and iPod Touch application.
To learn more, go here: http://www.lutron.com/CMS400/default.aspx?app=energy
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Dukane Shows Cool Looking Document Camera  Capturing images with a native SXGA (1280×1024) camera, and using a 10x zoom, the new Dukane 335B uses a USB link for image transfer, includes auto-focus, image flip and includes RS232 control (no network control, however).
Unfortunately, that’s all the information we have on it as it’s not on Dukane’s website yet. But, when it is, it will be here: http://www.dukane.com/av/products/VisualizersCameras.asp
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Crestron Releases HDMI over Fiber  Crestron announced the release of the HD-TX3-F and HD-RX3-F transmitter/receiver pair that Crestron says provides uncompressed HDMI, analog audio, Ethernet, USB HID and control signals up to 1000 feet over single multimode fiber. Crestron also says the pair supports HDMI 1.3a with Deep Color and 7.1 channel lossless audio, manages EDID and HDCP, handles resolutions up to 1920×1200 and 1080p60, and is compatible with both DVI and DisplayPort Multimode.
Want more specs? Go to: http://www.crestron.com/products/show_products.asp?jump=1&model=hd-tx3-f
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| Chief Releases 3 New Mount Accessories Last week, Chief Manufacturing announced several new AV shelf accessories — a large shelf accessory for swing arm mounts (PACCS1) and two video conferencing camera shelves (PAC716 and FVS251).
The PACCS1 holds AV components below a TV display that is installed using Chief swing arm or ceiling mounts. This accessory allows AV equipment to move with the display. In addition, it allows vertical and extension adjustments to fit most component and flat panel combinations, it’s compatible with any Chief medium or large swing arm and ceiling mounts that use the 14×14" (200x200mm) Q-Latch mounting system and it includes slots to provide room to strap components to shelf for safety using the PAC103 accessory. It can be seen here: http://www.chiefmfg.com/productdetail.aspx?AccessoryID=1153
The PAC716 is a 14" (200 mm) video conferencing camera shelf that can be installed above or below the mounted monitor. The shelf is a great solution for boardrooms and other video conferencing applications, and is compatible with all Chief carts, stands, swing arm mounts and ceiling mounts that use a 14 x 14" (200 x 200 mm) Q-Latch system. It can be seen here: http://www.chiefmfg.com/productdetail.aspx?AccessoryID=1140
And, the FVS251 is a 14" (200 mm) video conferencing camera shelf that is specifically designed for FUSION™ fixed or tilt wall mounts. The shelf can be installed above or below the display without adding any depth to the installation and allows horizontal and vertical adjustments. It can be seen here: http://www.chiefmfg.com/productdetail.aspx?AccessoryID=1114 |
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Canon Releases New Robotic Camera for Security Installs  Designed for outdoor applications, the new BU-45H camera is housed in a single piece designed weatherproof enclosure and includes 20x zoom, auto-focus, image stabilization and uses three 1.6-million pixel CCDs. Boasting a 16:9 HD image, the BU-45H is one of the highest resolution remote-control robotic pan-tilt cameras on the market.
You can see all the specs at: http://www.usa.canon.com/html/industrial_bctv/p_ptz_bu45h_intro.shtml
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SurgeX Debuts 230-Volt Surge Eliminator  SurgeX just debuted a 230-volt based surge eliminator dubbed the SXN1230 – designed for fixed install applications and housed in 12" x 12" x 4" NEMA enclosure meeting code for use in ceiling plenums.
SurgeX says their Advanced Series Mode surge elimination is a superior technology compared to conventional metal-oxide varistor (MOV) based circuitry or MOV hybrid designs. Why? SurgeX told rAVe that it protects against surges up to 6,000 volts (unlimited surge current) without producing harmful side effects such as ground-wire contamination or common-mode disturbances.
Want to learn more? Go to: http://www.surgexinternational.com
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Chief Launches Projector Security Cage  Chief Manufacturing showed the latest addition to its line of projector enclosures. The PG3 extra large projector security enclosure is perfect for gymnasiums and auditoriums. It fully encloses larger projectors and the projector mount in a locked steel cage to prevent theft and damage.
The PG Series of cages are now available in three sizes and can be ordered in both black and white. All enclosures can be installed over pre-existing installations without disturbing current projector settings, and also allows for roll, pitch and yaw adjustments. The PG3 can hold projectors up to 25" wide (63.5 cm) x 25" deep (63.5 cm) x 10.75" high (27.3 cm). A hinged door offers easy projector access and the adjustable front opening accommodates different lens positions.
To learn more, go here: http://www.chiefmfg.com/productdetail.aspx?AccessoryID=1155
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SurgeX Launches VA Line UPS Surge Eliminator  SurgeX showed its latest UPS surge eliminator, the SU-1000Li, a 1000 VA line interactive UPS that SurgeX says incorporates their Advanced Series Mode patented surge elimination technology to shield computer and AV equipment from catastrophic damage.
The SU-1000Li includes common mode and normal mode Impedance tolerant EMI/RFI filtering, and provides a web browser-based interface to manage power settings, customize diagnostics, monitor multiple computers and schedule shutdowns and restarts. Automatic voltage regulation provides a stable AC source during less than optimal power conditions without the constant use of internal batteries. Housed in a 2U rack-mount enclosure, it stops all surges up to 6,000 volts without producing harmful side effects such as ground contamination or common-mode disturbances.
Go here to read all the specs: http://www.surgex.com/products/su1000li.html
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Next-Gen Christie Series 2 Digital Cinema Projectors Now Showing  For some theater owners, How to Train Your Dragon is not just the latest 3D movie to be released, but an accurate description for making the tech transition from yesterday’s 2D cinema to today’s 3D movie business. Christie is addressing this transition-apprehension with the Solaria series (beginning with the Christie CP2220), described by Christie as “the most practical, cost-effective solution today, based on time-tested, highly reliable DLP Cinema technology.”
Since shipments began in January and with orders coming in daily, Christie now confirms full production, shipping and installation of this latest generation of 4K-ready DLP Cinema projectors based on next-gen Series 2 DLP Cinema technology.
Designed to meet all Digital Cinema Initiatives (DCI) specs, the Christie Solaria is upgradeable to 4K digital cinema and features Christie Brilliant3D technology. Christie stresses these next-gen DLP Cinema projectors produce more light with less energy. They also say they made a lot of other improvements to the new Series 2 platform to make the units easier to service and simpler to operate.
Christie now leads digital cinema deployment with 70 percent of all digital cinema installations worldwide since the intro of DLP Cinema projectors (which Christie was also the first to market).
Go here to learn all about the Series-2 Digital Cinema Technology: http://www.christiedigital.com/AMEN/Products/christieCP2220.htm
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Dukane Adds Short Throw Lens PJ to Lineup  The new Dukane 8111H, a short-throw lens projector, is a WXGA (1360×768) resolution LCD specified at 2000 ANSI lumens, with a 3000-hour lamp, a 4000-hour filter and a throw ratio of 0.5. Weighing in a 7 pounds, the 8111H includes both VGA and HDMI ports, has a 400:1 contrast ratio and includes networking for control.
Unfortunately, that’s all the information we have on it as it’s not on Dukane’s website yet. But, when it is, it will be here: http://www.dukane.com/av/products/LCDProjectors.asp
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Sony's Latest 40" LCD Touts Low Power Consumption  Dubbed the FWDS42E1, Sony’s newest 42” LCD panel is a native 1920×1080 resolution display that’s designed for 24/7/365 operation in both portrait and landscape mounting configurations. At a list price of $1950, it claims to be one of the lowest power consumption LCDs on the market at 98 watts typical (hmmm…) operation and 0.5-watts in standby.
You can see all the specs at: http://b2b.sony.com/Solutions/product/FWDS42E1
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NSCA to Offer InfoComm Keynote Speaker  NSCA will host a keynote presentation featuring NSCA speaker Bob Prosen from 8-9:30 a.m. on June 9 in Rooms N232 and N234 at the Las Vegas Convention Center prior to the opening ceremonies of InfoComm 2010.
A renowned business expert and author, Prosen has appeared at two consecutive Business & Leadership Conferences, providing attendees with inspirational and practical advice to rapidly help systems contractors increase performance and profit. He will present “Superior Leadership: A Proven Formula for Increasing Profits,” a free opportunity for attendees to participate in a high-energy, information-packed discussion about accountability. Attendees will be prepared to hit the show floor, education sessions and networking opportunities with knowledge to increase profits and deliver results in today’s business environment.
To register to attend, go to: http://www.nsca.org/nscaatinfocomm//register.html
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InfoComm Offers CTS Test in Vegas at Show  Get your CTS, CTS-D or CTS-I in Las Vegas! But, the certification staff at InfoComm must make the arrangements for you. Contact certification by calling +1.703.273.7200 or emailing certification@infocomm.org to let them know you want to take your test at the show. Transportation to the testing center will be provided for free. There will be morning and afternoon sessions on Monday, Wednesday, Thursday and Friday. Don’t delay emailing the certification office; they must hear from you no later than April 30.
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News from Hall Research, D-Tools, Sanyo… Starin has announced they have opened their distribution of Grass Valley professional and broadcast products to Canada… D-Tools has announced the release of the latest SP2 trial of its System Integrator software, SI 5.5… Hall Research is mailing out its 2010 catalog, which features more than 30 new products… ClearOne has expanded the technical sales support for NetStreams commercial and residential resellers… Samsung is offering a $1000 scholarship to seven high school students. Students can apply by going to www.samsungscholarship.com… LED screen manufacturer Lighthouse Technologies has appointed a new sales manager for France, Janez Zigon… Sanyo has promoted Sam L. Malik, formerly director of sales and marketing for the presentation technologies group, to vice president and general manager of the group. Back to Top 
For all you REGULAR readers of rAVe ProAV Edition 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 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). 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 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 blow away ANY other Publication in the high-end home AV 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. You can subscribe to any of those publication or see ALL our archives by going to: https://www.ravepubs.com To read more about my background, our team, and what we do, go to https://www.ravepubs.com Back to Top
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