Representatives of two leading manufacturers of flat screens hiceron a look at what was the 2008 with respect to sales of their products and presented a description of the characteristics of the market in the region.
by Héctor Gómez Pérez
A few years ago to see a flat screen in the room of a house or in the middle of the waiting room of an airport was a real novelty; Now these teams are part of everyday life and allow the user to see from a football game, enjoy the publidad in a mall or how many people precede a dental appointment. The uses are many and the possibilities of such broad buy as colors that new models of flat panel displays are capable of reproducing.
Obviously, this multiplicity of uses and the increase in demanta has meant that more and more players enter the scene to serve a market that tends to expand and tecnificarse by leaps and bounds. AVI Latin America interviewed Maria Luiza Steiner, product manager of the display division of Samsung Electronics Latin America and Juan Carlos Chavez, regional account manager Nec Display Solutions, Inc. With them spoke of sales of products in these times of crisis, market trends and the challenges ahead for manufacturers.
Although from the last months of the previous year is talking about economic recession, sales of flat screens, at least as far as Nec and Samsung refers, did not have a negative impact. Nec, that within the region serves markets of Mexico, Caribbean and Central America, had a positive year-end balance as it introduced the brand in the region through distribution partners that promoted good way their products LCD screens sizes 32 '' to 82 ''.
Steiner said that Samsung maintained its growth and market share in the region, meeting the forecasts established for 2008 and without canceling any of the releases inmediantamente budgeted for the previous year. However, Juan Carlos Chavez hinted that although the negative impact of the economic crisis has not felt full, yes there are some aspects that highlight tangentially, especially in what has to do with a particular application . "digital signage in our region began to take off strong when it fell the crisis. Indeed, many projects were paused, but the value of digital signage is real, yes there is a real return on investment, and most are being revived, "the professional.
The region and sales strategies
Latin America, according to the two guests, plays a leading role in the commercialization of these technologies as it is considered in much market potential as Steiner said. Samsung is working on various projects in airports, shopping centers and advertising agencies, adding that "our launch plans, promotion and distribution made during this 2009 special emphasis on Latin America."
In the same vein Chavez said noting that the niche market of products of flat panel displays in the region Nec routing comes to professional integration represented in monitoring centers, digital signage, Transport terminals and finance centers that require display information in large and continuously formats.
Address the issue of advice and support personnel of these companies for the user to make the decision to purchase, the guest said that Samsung "has engaged in this business who know the product executives and are working in Latin America in conjunction with the end user identify the best solution. Our history shows that we have been able to meet the needs and demands of our consumers by providing products that meet their priorities. " Chavez said that "all our distribution partners and integration are fully advising the user regarding display technologies like everything behind each team. To this end, NEC Display Solutions, Inc., we have made Webinars and technical courses to inform our partners of different technologies behind digial signage".
Undoubtedly today's user is much more informed than some years ago, and therefore seeks teams that meet your expectations, in addition to equipment design is harmonious with its spaces and that they help conserve the environment . However, the price still remains decisive factor in purchasing decisions of many people in the region. Trends and challenges ahead
Research in these technologies walks hand in hand with new trends, so it is not uncommon within companies important items to issues such as lower power consumption, durability of parts and thermal control intended. Among the new features of 46 Nec LCD '' unframed it highlighted in type facilities video-wall wherein the separation between the image of each monitor is 7,3 mm. Meanwhile Samsung will focus its efforts this year to manufacture larger screen sizes (larger and wider), also be functional and have a low energy consumption.
"In the case of Nec, the main challenge is to continue offering our professional products within niche. This niche is very choosy about the characteristics of the product, "said Chavez, while Maria Luiza Steiner said that the challenges are represented" certainly to respond to an increasingly competitive market and is in constant transformation, as a consumer It varies its requirements, demanding higher technology products if it comes. " The environment matters
Concern about environmental care has touched many of the industries and display manufacturers have not been exempt from this trend. Currently Samsung is working with materials friendly to the environment and achieved through a process of dual injection an exclusive TOC (transparent color opaque, also called touch of color) that allows the screen provide a clear picture under a ecological concept and eliminating the production of VOC (volatile organic compounds).
On the other hand Nec has Epeat certification in 59 of its models; 38 also has models certified by Energy Star screens and monitors have recently released a gauge environmental impact assessment (Carbo Footprint). Besides Chavez he said that "it is important to sensitize the user who wants more brightness and contrast these aspects increase energy use. Ideally, users are informed of the actual minimum requirement and thus help the planet. "
If you have not noticed, the digital signage business is changing rapidly. Learn about some recommendations for AV professionals do not leave the train of progress.
by Julian Arcila
When AVI LATIN AMERICA magazine published its first article about digital signage (digital signage), The main subject of that note were the different options screens and monitors an integrator could be used to install one of these applications. Without saying that the approach was not right, today, with some experience in this segment, the editor believes that talk of that concept must transcend screens and general hardware. But there is a problem: many AV integrators have not realized this and believe the business is still limited to talk about teams.
And everything seems to indicate that AV professionals have not agreed on what should be its scope, and while in the US and other developed markets talk about diversification and selling services rather than boxes, in Latin America still it thinks integrators are to assist in complex applications and for the production and content development are software developers, graphic designers and advertisers.
Before determining whether there is between these two visions a wrong, it is important to note that the digital signage market is experiencing a strong evolution that will gradually be extended throughout the world, including Latin America. This new stage suggests most AV integrators trained in IT and telecommunications segments, that is truly assisting convergence. In this sense, it is not so unreasonable to think that companies must AV integration in the near future, incorporate a division of production and development of content for digital signage, as business seems to be there.
AVI LATINOAMÉRICA interviewed Gary Kayye, director of Kayye Consulting, who also was elected in 2003 as the educator of the year by InfoComm, and Luis Maria González, commercial manager of the company Congress Rental Argentina. Reviews professionals are quite useful to understand a trend that every day takes more strength. While on some issues the opinions seem to differ, the fact is that both professionals mentioned adaptation as the only way to remain in force.
At the end of 2008, Kayye, a columnist for the prestigious magazine Sound & Communication but also director of his own blog specializing in these matters, wrote that the digital signage should not be seen as the next big trend, but as a reality that is now present. Not understanding the whole approach made him a few questions; Kayye delved into the topic does not go more for the hardware or equipment, but by offering services. Words more words less, the proper term seems to be creativity.
"The commercial AV market is and has been throughout its existence focused on selling facilities, provide services and sell products. In the case of digital signage, AV professionals see it as a way to sell more flat screens and monitors. But in reality, this market is associated with the production of content. Today it is not impossible for us to sell content, but we have not been, at least for the last 20 years or more - even remotely good at it, "he says. Is the leadership lost?
To read the words Kayye, the idea that could arise is that the segment lost the lead AV segment digitized signal; however, it is worth asking if ever that distinction had to pioneer. Opinions vary, but not substantially.
On the one hand, Kayye believes that the AV integrators never had that privileged place. Recalls that NEC 10 years ago and other reputable manufacturers had the vision that the digital signage (DS) would be an important topic someday. "But marketers DS used this idea just to sell more monitors. They were not creative enough (and most are not) and to sell and content production. This is a currently dominated by advertising agencies business; we should be doing that, "he says.
However, to Gonzalez in Latin America the issue has other nuances, as in the case of Argentina the integrators AV are SMEs and the sector of DS seems to become a business of great volume that left out many of the small and medium-sized companies in the market. However, this professional opinion that the DS is a business and this enables convergence that can be approached from other areas, such as telecommunications, a segment in which integrators have not, traditionally, technical and commercial strengths. "Like other times it has happened with different businesses we are witnessing a moment of paradigm shift. Adjusting, wins and not likely to disappear, "he notes. A search of the highest bidder
And the environment involves multiple reflections. With the current competition in each of the technology segments, manufacturers will strive every day to establish partnerships with companies that can offer them a business environment of medium to long term. In this direction, Kayye suggests that there is currently a good relationship between manufacturers and integrators, because the latter anyway sell equipment; however, the better the relationship with IT companies, because they seem to have understood the secret of what it means selling DS in the future, not now. Explains that sell hundreds of screens for a university is a business now, but sell the service to provide the content of the display screens on a daily basis is where the business is moving.
Gonzalez sees a fairly competitive environment in this field, because as DS solutions are basically applications softwareEvery day more suppliers appear from the major brands, as well as middle and small local developers. This situation began to see he says in the last version of InfoComm.
A species in danger of extinction?
To end this article and perhaps result in a concept mentioned lines back, not adapt to this new reality many companies might disappear.
To Kayye, AV integrator could be a species in danger of extinction, but clarifies that always need who sells equipment, although this business every day will become more difficult for the consolidation of E-commerce.
Similarly, González ventures to predict the future of this segment, and ensures that for the next time "we will witness a strong pressure from IT integrators and telecommunications technologies (...) Some audiovisual integrators choose to get off this business, others may remain doing some facilities, and others will specialize in the segment. "
Kayye ends inviting to be more creative. "We are very good selling boxes, but not selling creativity. I do not think that should delve much, but those who are reading this article and do not understand me yet, maybe they will never achieve. "
The frames market continues to grow and evolve together with the field of flat screens
by Alejandra Garcia Velez
Today virtually every household have or plan to have a home theater system; Also, companies use flat screens in their facilities to multitask. As important as choosing a good plasma or LCD monitor it is to use a mount that allows to make the most out of the device possible.
Therefore, it is not surprising that the growth of the display industry directly affects sales of frames. For example, according to information provided by the Terra Mexico website until last September sales of computer products and electronic devices in that country they had increased 14.6 percent over the same period of 2007, to settle at 34 billion dollars. On the other hand, the production of flat screen televisions is expected to be maintained for 2008 in about 13.5 million units.
Eduardo Viteri, manager of international accounts Milestone AV Technologies, said that there are several factors that have determined the progressive growth of the industry assembly solutions and electronics in general. Undoubtedly, one such factor is the demand for suitable mounting devices for modern televisions that are sold today and whose sale has increased in recent years. "All channels of sales and distribution, including the end user, have created awareness that to a significant investment as buying a LCD, plasma or monitor, regardless of size, the most appropriate is to use high-quality solutions, modern and with all the necessary guarantees to support the long-term investment aesthetics, "the official said.
However, trends in the market vary from one actor to another, it is the case of professional and commercial installers, which are synchronized with the trends in Europe and the United States; according Viteri, this is due to the needs of an installation are the same independent of the geographical point where they are made. Not so in the wholesale market, as this depends on the level of acceptance and product knowledge, the ability to purchase, among other variables.
Apparently the frames market in Latin America continues to rise despite the economic uncertainty being experienced worldwide; Eduardo Viteri said about that "it is difficult at this time to set a real growth projection due to economic uncertainty has affected every Latin American market in different ways and at different speeds too. However, I believe that we will see a significant rebound short and medium term due to the increasing accessibility that has the final consumer LCD and plasmas "televisions.
However, in view Viteri, Latin America still lacks mature more to take advantage of technological advantages that are available in more developed markets. But this maturation process depends on outside features the same industry circumstances, among them is the ability of consumer acceptance and change to new technologies, taxation, overprotection market in some countries and even geography that allows that technology products arriving more quickly and easily to some regions. Therefore, Eduardo Viteri said that "the next two or three years will be vital in Latin America regarding the implementation of new technologies and their widespread acceptance."
Given the above scenario AVI LATINOAMÉRICA wanted to investigate some generalities of this segment takes more strength every day. The first question that customers usually make is how the installation of each frame varies? Precisely why Chief Manufacturing has designed a program that lets you create through internet an appropriate configuration for each project. Upon entering www.mountbuilder.com you access to an interface where just by selecting variables such as media type, make and model of the screen, the characteristics of the frame (fixed, tilt, in-wall, Etc.) and accessories. The program indicates the depth to which should pierce the wall, how much weight will support the mount, among other data.
According Viteri the process is simple, as long as the installer expect a simple solution to install; however, it makes a very general description of a process installation with a fixed wall mount:
The first step would be to determine the required mounting solution:
* Identify whether the installation will be wall, ceiling or some other solution more specialized as an automated installation, multimonitor, modules for conference rooms etc. * Identify depending on the size and weight of the LCD / plasma universal or customized solution for the screen. * Choose additional accessories that complement the saddle as for example, in the case of a wall installation, the central or side adapter for speakers, the conditioner power, pre-construction recess box, trays for video conferencing among other accessories .
Second, the facility itself:
* Demarcate the exact location where it will be mounted on the wall bracket through a drill that will guide during installation. * Align the initial demarcation frame to ensure that the fitting is fair to both the parallel and vertical bars. * Insert the support on the wall using reference guide initial drilling. * Screw interface bracket in the back of the LCD / plasma. * Insert and mount the LCD / plasma wall support. However, it is important to note that the second part of this example installation varies as each one is different.
Eduardo Viteri gives some tips to keep in mind when choosing a frame.
to. Support the Dealer, Distributor and end customer will receive before, during and after installation by the manufacturer. b. The quality of the frame and all certifications of it, which ensures long-term installation. c. The support of the brand in everything that has to do with issues of marketing and advertising. d. Services and innovations that facilitate the installation process. and. Product warranty.
The price remains the determining factor Latinos when buying. With all the above, the market showed growth, reflected mainly in the lower ranges of these solutions.
by Julian Arcila Users of systems video projection, including the Latino audience, are currently facing a technological maelstrom, since every day the number of references for a market that is constantly becoming more competitive and faces different threats, mainly from niches which they are gaining ground as plasma and LCD screens.
However, the battle could be far from resolved, since the aforementioned screens gain space in small areas, whereas when what is sought is good size plasma of 42 inch has little to deal with a screen 80, which you can get any video projector.
AVI LATINOAMÉRICA spoke with two of the large business firms, Dell and Panasonic, but there was also room for a brand like 3M that is emerging strongly in the market, howsoever important projects being developed south of the United States. The respective officials offered some ideas and features on the market of the region and its technological trends, which also cover threats of low quality products and low price.
even market but with slight tilt
During the last years of political and economic stability, Latin America became an interesting sales market these solutions. However, you can say it is a steady market in the use of available technologies, each with its particular approach; it also appears that the region prefers teams certain range of lumens (brightness).
Besides the above there has been a factor that has been key to the marketing of such solutions and is the largest development in the region as a business site, which has promoted the organization of meetings and business meetings of all kinds, done that it has positively impacted on the sale of video projection solutions.
In the opinion of Maria Jose Fregoso and Adrian Sanchez, representatives of 3M to Mexico and Peru respectively, the Latin market for projectors type 3LCD and DLP is fairly even, but emphasized that the latter are more widespread in the education segment, while the former are preferred in the corporate side. According to the professional she said, "definitely a critical factor in the region is the price, and it could penetrate the market with a projector low price, good service to the end user and a computer with USB reader input. Another important element is security, which is ideal that the projector count on any element to fix the team. "
It is important to note that about 50% of sales of this company in the region (which manufactures both technologies) are aimed at the education segment.
But an important feature of the Latino market is that increasingly leans more towards solutions that offer several features in one package and can be used both in small and medium-sized rooms, as well as in office environments, all with high mobility component . "We see a growing demand for more advanced as for use in auditoriums, universities, cinemas and events specialized equipment," said Fernando Lara, brand manager for Latin America Dell projectors (DLP technology exclusively produced).
Another feature of the market is increasingly growing into teams lowlight preference, this is below the 3000 lumens, being located basically in the range of 2000 / 2500 lumens. "In the field of 4000 lumens up very little sold in the region, although Mexico is the benchmark at this level. We are number one in sales in this country 5000 equipment lumens up, "said Carlos Rendon, Panasonic display manager for Mexico. He added that the range of 2000 80 lumens represents approximately% of sales of this manufacturer in Latin America, with Colombia, Brazil and Peru the most important markets after México.Dentro marketing strategy in Latin America, every day mature mode direct selling, which is the forte of Dell, although Panasonic (produces both technologies, but 3LCD is largely destined for small teams, while DLP is applied in solutions above 4000 lumens) specializes more in marketing through representatives and specialist shops, as in the case of Mexico.
Details high impact
But given the interest that has occurred in the region for such solutions it is important to consider some technical factors to weigh when purchasing a video projector.
Then, speaking of technical details must take into account two aspects that are critical when buying: the life of the bulb and the amount of hours you can spend the computer without requiring maintenance. These two factors become important as the bulb is perhaps the most sensitive element of video projectors and repair is generally expensive; maintenance is also expensive and in some cases may be as or more expensive than the same projector. It is important to note that both DLP systems like 3LCD have been improved to reduce costs for maintenance or repairs.
About the bulbs it is important to note that have a limited life (the average would be between 2000 and 5000 hours of operation) and its failure usually is linked to the conditions of use of the equipment. However in 3LCD equipment change this device could be done more easily by the user.
Fregoso and Sanchez, 3M, said that considering the current trend is towards the acquisition of equipment offering long life as the bulb and low maintenance, the firm has worked on developing some filters that last up to 4 thousand hours without being cleaned. In addition, to address the issue of bulb launched a remote management system "in the education sector there is the problem that projectors are not turned off by users, then as part of the improvement to offer the ideal solution to the market we include our equipment system, with which the network through the operation of the projectors is given, maximizing lamp life and ensuring optimum use of equipment, regardless if DLP or 3LCD ".
Fernando Lara Dell supports the idea that the degradation in the performance of parts of the projectors is highly associated with the conditions of use by the user, so it recommended that "the same user adhere to the manufacturer's recommendations to time on and off, cooling and operating conditions. " About maintenance acknowledged that is a determining factor today, so said his company offers free maintenance equipment for customer avoid increased costs by performing a cleaning procedure.
Panasonic also has its response to the issue and maintenance for a year and a half approximately launched an intelligent filter called auto rolling filter in which the filter always is rolling and so when you drop dust is automatically cleans, leaving a team " like new, "according to Carlos Rendon he said.
And the screens?
This is another crucial when speaking of projectors elements, because there are some recommendations in front of screens to be used; it is possible that the same reader has witnessed occasions when semi white walls as a background projection are used when this is not the best alternative for most of this type of equipment.
In this regard, Fernando Lara explained that it is best to use a white surface, as flat as possible and this varies with the use you want to give to the projection. "It depends on what you want to accomplish and whether there is any effect of geometric type that you want to give to the projection. White surfaces are those that will allow better projection and greater fidelity as the reflection of light and color, "he said.
Rendon coincided with the approach of a specific screen for each application, but summed up by saying that for example for home theater the best option would be a medium format 16: 9; He added that the screens differ from the walls because the material they are constructed given special consideration. Improvements in recent years
Since the market for video projectors is becoming more competitive, different manufacturers invest significant resources in their R & D, with the aim of offering the market solutions that can meet the widest possible set of needs, with minimal investment and opening the door for future technologies; no less important it is to evolve in terms of image quality offered, one of the strengths of the old technology of cathode ray tube, or CRT, for its acronym in English.
And as in the segment of technological competence can not waste time, 3M has focused on improving four elements that considers fundamental for the segment: installation, sound, control and combination with multiple sources of information. According commented the representatives of the brand, "we offer three different arms for wall mounting, making installation considerably easier and faster, eliminating wiring costs to ceiling (...) We know that the speakers are essential for the education sector where several videos as a method of active teaching are used, which they have been introduced two powerful speakers 20 watts each. Additionally there is the accessory known as 'IO box', which is a tool designed to control the projector from a more accessible point; we also have the addition of various inputs for DVD, computers, sound, among others. This element was developed in order to replace the remote control in most cases tends to be lost. "
Dell, meanwhile, have focused on maximizing the benefits of technology for digital light processing, according to the statement by Lara.De Similarly, in Panasonic have developed a system known as daylight view, which It is built into the equipment for about three years. "This is an electronic system that captures the amount of ambient light and through a circuit changes the contrast, the range, the intensity of the colors; basically self-adjusts to the ambient light captured, "said Rendón. In conclusion the segment of video projectors is growing rapidly and there is a wide range of solutions on the market that range in price, from comfortable to more advanced solutions with higher prices.
In general the professional buyer solutions video projection should sharpen their knowledge on the subject, not to leave out important aspects such as reliability, durability and market support of each of the brands available in Latin America, nor technical elements as resolution, brightness, contrast ratio, aspect of design and operating temperatures.
What one has to be clear it is that the industry for the next five years significantly increase the brightness requirement of equipment-from just over one year the standard is turning around 2000 lumens-; the most positive thing is that it seems that to the extent that increase the brightness will lower technology costs.
Video projection systems are devices that receive a video signal and project it on a screen using a lens system, allowing viewing still or moving images. They have several image resolutions which include SVGA (800 600 X pixels), XGA (1024 768 X pixels), 720p (1280 720 X pixels) and 1080 (1920 1080 X pixels) projectors .Actualmente four technologies are available: CRT (Cathode Ray Tube): Based on the model of old televisions; It has better color resolution, but is already out due to its weight and size, plus the cost involved in replacing your bulb.
3LCD: simpler technology based on the use of liquid crystal; in this mode the light is divided into three beams passing through three liquid crystal panels, one for each primary color: red, green and blue. Its main advantage is higher efficiency than DLP systems, but against is that can present some kind of pixelation and on average its bulb provides a lifetime of 2000 hours.
DLP (Digital Light Processing) technology developed by Texas Instruments, of which there are two types, one with a DMD (Digital Micromirror Device) chip and one with three. In this technology each pixel forms a micromirror and with all these a matrix that can leave or pass light to the screen is formed. The light that reaches each micromirror has previously traversed the color wheel, which must be synchronized with the color each pixel should represent. Its advantages are an excellent color reproduction, good lamp life and low weight, but against is that systems with a single chip DMD can generate a rainbow effect when people scroll across the screen with their eyes.
D-ILA (Direct-drive Image Light Amplifier) technology developed by JVC and based on LCoS (Liquid Crystal on Silicon). Its main advantage is the excellent color reproduction but the big disadvantage is the enormous costs that have these devices today.