CEDIA Communicates Spring 2017

SPRING 2017

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New Hire Training Human Centric Lighting The Future of 8K

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ContENTS

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AGING IN PLACE The CEDIA community discuss this new market opportunity

GET MORE CUSTOMERS Jason Falls explores three marketing models

AV furniture We review the latest “unsung heroes” of any installation

human centric lighting See how Pyramid AV implemented innovative lighting solutions

CHALLENGE & SOLUTION David Meyer tackles the topic of integrating HDCP 2.2

NEW HIRE TRAINING Discover our online training package for new employees

WISE UP TO HACKERS We ask the experts how they educate clients on privacy best practice

the future of 8K Steve May investigates the next leap in image quality

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WELCOME

Hello and welcome to another edition of CEDIA Communicates.

For this issue of our quarterly publication, we’ve really broadened the scope of our content – both in concepts and geography.

You’ll see profiles of both members and their projects. We speak to a technology integrator as part of the I AM CEDIA series in which we discover our colleague’s backstory and his thoughts on the industry and CEDIA membership.

We also take a close look at some amazing projects, including a luxury yacht overhaul and a stunning media room.

You’ll hear how CEDIA members donated their time and tech to a non-profit arts organisation that built a microcinema in the airport that services Portland, Oregon.

We’ve also included advice on the technical and business fronts. CEDIA’s newest staff member, David Meyer unpacks the issues our members are having with HDCP, we shine a light on proper lighting schemes, and we discover how to generate more leads – and then close those leads with a really great demo.

Enjoy the issue, and keep your eyes on our online platforms for a wealth of info as we prepare for CEDIA 2017, 5 – 9 September in San Diego, California.

All my best,

Vincent Bruno Chief Executive Officer, CEDIA

Contact

Unit 2, Phoenix Park, St Neots Cambridgeshire, PE19 8EP, UK Email : info@cedia.co.uk Telephone : +44 (0)1480 213744 www.cedia.co.uk

Follow us on:

7150 Winton Drive, Suite 300 Indianapolis, Indiana 46268, USA Email : info@cedia.org Telephone : +1 800.669.5329 www.cedia.net

Front cover image: Look and Listen 7/229 Junction Rd, Morningside, QLD 4170, Australia Telephone : 1300 765 322 Email : info@lookandlisten.com.au www.lookandlisten.com.au All material in Communicates is the copyright of CEDIA and any reproduction of said material would require written permission from the publisher. Although every effort is made to ensure the accuracy of content published, CEDIA cannot accept responsibility for any factual errors that may occur. CEDIA cannot accept responsibility for the veracity of claims made by contributors.

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NEWS IN BRIEF #IAMCEDIA Earlier this year, CEDIA launched its I AM CEDIA campaign, which was introduced as part of CEDIA’s aim to move closer to its 3,700 members and bring its community together. A series of short videos introduce members to their associates across the globe, learning how they got their start, how they work, and what drives them to succeed.

CEDIA APPOINTMENTS DAVID MEYER is a 23-year veteran of the industry, and has been a CEDIA volunteer for over ten years, serving as a subject matter expert in connectivity (namely HDMI) and video, and has authored and presented numerous courses over his tenure. Joining CEDIA as the Director of Technical Curriculum, David will focus on updating and developing CEDIA’s technical curriculum, provide his insight as an in-house subject matter expert, and serve as an instructor for face-toface events in the Asia-Pacific region.

WALT ZERBE has more than 25 years of experience in the industry, working primarily in product development and product strategy for audio manufacturers. In his new role at CEDIA as Senior Director of Technology and Standards, Walt will direct and implement all aspects of CEDIA standards initiatives; monitor, analyse, and aggregate industry data; create and recommend strategies based on emerging technology developments; and serve as an in-house subject matter expert and liaison to standards committees.

AMY BATES previously worked at a digital printing company where she was the Design & Marketing Assistant. Joining the CEDIA EMEA team as Marketing Assistant, Amy will be responsible for the CEDIA EMEA social media and e-marketing, and will help the team to drive education and assist with various projects, campaigns and events.

Giles Sutton, Managing Director of James + Giles was one of the first members to be filmed for this campaign. In his video, he explains how CEDIA has helped his business grow.

“When I first set up the business, I was very passionate about technology but didn’t necessarily know how to run the business. Through meeting other business owners at various different stages of their development, they gave me the tools to succeed. CEDIA is all about its community. It’s like-minded individuals learning from each other, whether you’re a one-man operation or a ten-man operation — or even ten-lady operation.” #IAMCEDIA videos can be found by visiting the CEDIAHQ YouTube channel.

T21 TRAINING CEDIA has partnered with award-winning training company, T21UK to deliver two brand new business focussed training courses, ‘Consultative Selling Skills Training’ and ‘Developing a Competitive Commercial Strategy for Your Business’. Available this summer, these newly formed, one-day courses have been designed to provide attendees with the key tools required to maximise business opportunities and success in the home technology industry.

Open to CEDIA members at a cost of £169 +VAT and non-members for £239 +VAT, both courses are worth 6 CEU points and can be redeemed with CEDIA vouchers.

4TH MAY 2017

Consultative Selling Skills Training, St Neots 8TH JUNE 2017

Developing a Competitive Commercial Strategy for Your Business, St Neots www.cediaeducation.com/courses/business-courses

CEDIA 2017: SAVE THESE DATES! CEDIA 2017 is just a few months away, and with the incredible city of San Diego as a backdrop, this year’s show promises to be a knockout. With nearly 20,000 attendees and 500-plus exhibitors, CEDIA’s most robust education and certification programs yet, and presentations and keynotes designed to excite and inspire, CEDIA 2017 will offer visitors the chance to grow their knowledge and networking exponentially.

KEY DATES • • • • • •

Registration Open - 31 May Non-member Hotel Reservations Open - 20 June Early Bird 25% Savings Deadline - 14 July Training – 5-9 September Show Floor – 7-9 September CEDIA Awards Celebration - 6 September

www.cedia.co.uk/cedia-events

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NEW MEMBERS CEDIA welcomes 169 new members across the globe this quarter. A special welcome to our new EMEA members...

Smart Doorphones, Belgium

TECH FORUMS

Beat For Trading & Distribution, Egypt

CEDIA kicked off its 2017 Tech Forum calendar by visiting Birmingham in March and Bristol in April. Combining education and networking, the CEDIA Tech Forums remain must attend events for all technology integrators.

Schnick-Schnack-Systems GmbH, Germany

FOCAL - JMLAB, France

At the Birmingham and Bristol events, members had the opportunity to attend product training from the event sponsors, including Amina, Atlona, AWE, Habitech, Invision Cinema, Ivory Egg, Lilin, Luxul, Meridian, One AV, Sim2, and Wyrestorm. The sponsors also had the opportunity to showcase their latest products to attendees throughout the day with exclusive exhibition space.

IC Realtime, Ireland VITREA Smart Home Technologies, Israel B&G Audio Vision Solutions BV, Netherlands Deritec Exclusive, Portugal Integrated Smart Solutions, Qatar Luxury Engineering, Russian Federation ARA Integrated Solutions, Saudi Arabia

Feedback from both events was very positive, so CEDIA is looking forward to continuing its tour around the UK with additional regional events.

VCL Sound Experience S.L., Spain

• Edinburgh - 17 May 2017

AV Innovation, UK

• London - 28 June 2017

Andy White, UK Anthony Gallo Accoustics Ltd, UK

• Manchester - 27 Sept 2017 • Dublin - 18 October 2017

Bay Camera and Communications Ltd, UK

www.cedia.co.uk/cedia-events

BDS Home Automation, UK Custom Electronic Design Ltd, UK Dashwood IT & AV Solutions Ltd, UK

CONNECTING WITH CONSUMERS

DV Smarthomes Ltd, UK

CEDIA members have been out in full force this year, representing the home technology industry at a number of major, national consumer shows, including Build It Live! and the Homebuilding and Renovating show. Having a presence at these exhibitions allows CEDIA members to have direct communication with end users, something which is invaluable to the CEDIA community.

Integrated Experience Limited, UK

CEDIA member, Moss Technical Services Limited, has attended both Build It Live! and Homebuilding and Renovating. Andy Moss, Managing Director, “The Homebuilding and Renovating Show is one of our favourite consumer shows. The fact that it’s busy for the full four days really allows us to showcase the best of Niko Home Control to the end user. We always get really good quality leads from this show. Build It Live! Manchester offered us the chance to expand the Niko brand into the Cheshire/North West area, a region that showed great potential. We plan on showcasing Niko at Build It Live! Bicester later this year as we feel that it offers us a unique opportunity to reach a new audience.”

This year, members including Just Add Popcorn, New Wave AV and Infinity Automation all took a stand at Build It Live!

South East, whilst four other CEDIA HTP members were on hand on the CEDIA stand to answer questions.

Meanwhile, at the Homebuilding and Renovating Show in Birmingham, CEDIA members, AB Audio Visual, Brilliant Lighting, Install Automation, Lighting Audio Video Projects, Niko Home Control, and Retrotouch all took a stand at the go-to exhibition for self-builders and renovators.

Eiger Energy, UK JELF, UK M&K Electrical Data, UK myhometechy.com, UK NETCONNECT AV, UK Noble Recon, UK Peacock Home Control, UK Pivotal Technologies, UK Progressive Home Technology, UK Purewell Electrical, UK Richard Colman, UK Soundstage, UK Totally Smart Homes Ltd, UK Ultimate Electrical Services, UK Yacht Intelligence, UK

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MEMBERS’ GUIDE TO SUCCESS (PART 4) TAP THE RESOURCES TO GROW Templates and Publications Members gain full access to a library of business operations templates, as well as white papers that drill down into specific topics. Members also save on CEDIA Reference Books, which provide a framework for the knowledge needed to be successful in the industry.

CEDIA membership delivers exclusive access to the connection, resources, insights, and gatherings of the world’s leading home technology association.

When you join CEDIA, you step into a community of industry peers and thought leaders with the skills and tools to help your business thrive.

Your CEDIA membership gives you complimentary access to a valuable bank of industry-specific publications, reports and analyses.

Industry Jobs Looking for skilled workers?

Members get free postings to CEDIA’s job board, which receives thousands of views from jobseekers each month, allowing you to fill vacancies with qualified talent faster.

Standards and Recommended Practices Browse in-depth guides on topics such as home cinema video design, smart devices, and architectural documentation symbols.

Assessment Tests Savings Members save big on training, events, and resources — benefits that pay back your membership fee many times over.

Use CEDIA Certification PreTest Assessments — also free to members — to gauge the knowledge and skills of not just current employees, but also prospective new hires.

For more information and to reap the benefits, visit the membership area of the website www.cedia.co.uk/member-benefits

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I AM CEDIA 60 SECONDS WITH ALEJANDRO CELIS Who are you?

How did you get into the industry?

system can know what is

My name is Alejandro Celis. I was born in Mexico City and I’m 32 years old. I studied Electronic and Communication Engineering and am currently in charge of the Project and Engineering department at Representaciones de Audio.

Since I was a child, my father involved me in the AV industry and the company. However, it wasn’t until I started college that I understood how many of the technology systems worked.

From that moment on, I became passionate about the industry and tried to read as much as possible about control, home cinema calibration, lighting, and so on.

After finishing school, I began working in the family business, offering training and consulting to our customers with their installations.

happening and react to different

What’s your favourite project and why?

biggest achievement as a CEDIA

I enjoy all projects that include a level of home technology, as it allows us to see how the system and control solution adapts to each member of the family. It is a special moment to see the client mesmerised by their home technology system.

I would say that my biggest

Which home technology do you consider the most important today and why?

advantage of the most?

Networks are today’s technology.

Everything is connected, and every part of the home technology

Being able to find out about the

What’s your company and where is it based?

Representaciones de Audio is a family-run company that has been in the technology industry for more than 30 years. Based in Mexico City, we are a distributor of several well-known AV brands in the residential and commercial markets.

circumstances. Technologies such as voice control help make life easier for the client. For example, a toddler who is afraid of the dark can turn the lights on by using only their voice before entering the room.

How long have you been a CEDIA member?

We have been a CEDIA member since the beginning of 2008, so we have just reached our ninth anniversary.

What do you consider your member? achievement is developing a team in the Project and Engineering department that complies with CEDIA best practices and that is constantly being educated to provide reliability to our clients.

Which CEDIA benefits do you take Education is one of the best benefits to being a CEDIA member. latest technologies by attending training courses allows me to

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What other CEDIA resources do you take advantage of?

We attend the CEDIA show every year. I take my team with me and we arrive early to take advantage of the various education classes.

I particularly enjoy the sessions that focus on audio. This year, I am looking forward to attending some of the business courses that are on offer. The resources that CEDIA offers are fantastic, especially the white papers and webinars. These are easily found on the CEDIA website and allow you to learn at your own pace.

If there was one thing you could change in the industry, what would it be?

I would like to place more importance on the need for continuous training and for certified integrators to be able to work on all types of installations.

This is particularly important in our country. This change would help increase business profit and result in fewer problems.

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ATTENDING TRAINING COURSES ALLOWS ME TO REMAIN AT THE TOP OF MY GAME

If you weren’t in the home technology sector, what would you like to be doing and why?

I would love to be involved with pop art, as I am a keen collector of art and toys. I enjoy anything that is related to creativity.

What does 2017 hold for your company?

Due to the economic, political, and international situation in our country, this is going to be a challenging year. As a distributor, we need to focus on education, and being able to provide technology integrators with the best tools to sell each project. We plan on getting more involved with CEDIA this year, by working closely

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remain at the top of my game. The annual CEDIA show provides me with the opportunity to network with clients, manufacturers, and industry friends.

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with Patty Manning (CEDIA’s Latin America Regional Manager) to bring high quality education to our training sessions. We also aim to approach the architectural community to raise awareness of the importance of our industry.

We hope to achieve this with the help of Vincent Bruno and the other Mexican members. These activities will benefit everyone who is involved in our industry.

www.rda.com.mx

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A WINDOW INTO THE FUTURE

TECHNOLOGY PREDICTIONS FOR 2020 PART 3 A 17-member panel that makes up the CEDIA Technology Council has made their predictions for 2020. From 10Gbps to adoption of fabric-based connected wearables, here’s part three: Consulting, Mike Heiss.

Ed Wenck

We’ll soon see IP Delivery from Multi-Channel Video Platform Distributors (MVPD). If you can’t beat Over-The-Top (OTT) video delivery services, we might as well join them.

Content Marketing Manager, CEDIA

We’ll have integrated real-time voice translation. It’d be pretty cool if your phone could translate your order to your Parisian waiter accurately and with zero latency.

10Gbps networking will become common in the home. Get your orders ready for Cat 6a cables (and up). Meanwhile, increased rollout of DOCSIS 3.1 and fibre to the home will bring 100Gbps to some areas globally. “The opportunity is increased bandwidth across the board,” notes Tech Council member and principal and Analyst at M. Heiss

USB-C will be the dominant carrier between devices regardless of media. It’s twice as fast as USB 3.0, and you never have to concern yourself about flipping the thing over for it to fit properly.

ATSC 3.0 will bring 4K as well as immersive and interactive audio into the home, distributed via Wi-Fi. Getting that signal into your house means over-the-air antennas will make a strong comeback. To distribute all that data through the

average residence, home networks will become completely multiaccess-point unified.

Embedded microphones will be in most surfaces. You want something done? Just talk to it: “Turn that on!” But when you couple those embedded mics with small cameras, gesture recognition complements voice control. Alex Capecelatro, Tech Council member and CEO of Josh.ai notes, “If I say ‘Open that,’ and I point at a shade or say ‘Turn that on,’ and point at a TV or a light, the camera coupled with the voice is going to make that just really natural.” Additionally, we’ll see ubiquitous sensorization, and sensors will be embedded in fixtures everywhere. Plus, dedicated tablet and touchscreen devices decrease within the home. They’ll be wrapped into your TV, your fridge, name it. And about those screens? Flexible and rollable displays will enter the market.

And while all this is happening, we’ll see the rise of “people-learning” automation – machines learning what you need and like.

Wireless charging without the need for a base will be pervasive, but it will require a tower. Check the startup uBeam.com: “A wave of sound … VIBRATES the air so fast, you can’t hear it or feel it. uBeam harnesses

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energy from the vibration. The energy is then converted into electricity, charging your device.”

There will be a proliferation of new companies coming into the CEDIA channel. Amazon and Google are already here. What biggie is next?

What about all those Kickstarter newbies? Well, for one thing, crowdfunding will be the primary source of funding for startups. Next?

Crowdfunding + 3D printing + social media = Industrial Revolution 4.0.

A DIY IoT backlash may set the adoption of IoT back five years. It’s easy to see how Joe Bloggs will get pretty peeved when Thing One and Thing Two can’t talk to each other after he’s plugged everything in. We’ll also see an IoT 2.0 DIY backlash.

Once we’ve established at least some standards for IoT 1.0, here comes our aforementioned Joe believing that all his smart home issues have been solved. Oops. Setback.

We’ll see widespread adoption of fabric-based connected wearables.

Imagine your Grandmother wearing a jumper full of sensors that can tell her doctor about her heart rate, blood pressure, respiration, etc.

Now, imagine how that applies to your baby, and we’ll see significant reduction in Sudden Infant Death

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Syndrome (SIDS) in developed nations through infant wearables.

Luminaires are becoming intelligent devices. As Mike Maniscalco from ihiji pointed out, the home’s already got a connected network of light sockets, so using the bulb as a smart device is the next logical step, right? Also, PoE lighting will not happen in the home anytime soon, but will be very viable in commercial spaces. We’ll also see the end of the circuit for lighting control, but long live the circuit! As CEDIA’s Vice President, Emerging Technologies, Dave Pedigo notes, “We still have a circuit. There will always be power that goes to the bulb.

It’s just that we don’t need a switch to turn it on/off or to control the light output. The circuit, just like now, is behind the wall.”

The technology integrator is more valuable than they’ve ever been.

Many homes will eclipse a Class C network requiring VLAN configuration or IPv6 adoption.

The Internet of Things means that All Your Stuff trying to communicate will render that Class C network about as stable as sand in a windstorm.

The new wireless spectrum allocation will impact the U.S market.

Also, NBASE-T connectivity will allow significantly greater speeds over copper cabling in the home. Nope, copper isn’t dead. While we’re talking data (and IoT), Cat 5e is insufficient for new home construction. Cat 6a is the de facto.

Your OS will travel with you wherever you go (in your car, your home, your office — even places you’re just visiting). While that’s happening, CEDIA members will curate an individual’s technology interactions 24/7/365 regardless of physical location (as in, beyond the home). Connected wearables communicating with connected cars and houses? As we step beyond Graphical User Interface and Voice User Interface, the combination of micro-cameras and mics everywhere will bring us No User Interface, NOUI. That also means virtual tech support becomes the norm in homes.

Which brings us to the big reveal at the end.

The technology integrator is more valuable than they’ve ever been.

Shelly Palmer, one of LinkedIn’s Top 10 Voices of Technology, said in his keynote address at CEDIA 2016 that the integrator will be the “architects of man/machine partnerships.”

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AGING IN

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Thanks to the continuous developments in technology over the last couple of years, the home technology industry has dramatically changed.

Smart technology in the home is benefitting more and more people by making daily tasks easier for the user. This has also become known as assisted living, where technology assists our everyday lives. Assisted living uses the latest home technology to improve everyday comfort and convenience, but most importantly, for disabled and elderly users, it aids the user and helps enhance their independence.

Assisted living technology is very personal. By understanding that disabilities and limitations are as individual as the client, technology integrators should be able to recommend the technology that is tailored to different individual needs. For example, for those who struggle with physical movements, an integrator should consider fitting a controls system that allows the user to manage the home via alternative methods such as voice control or Infra-red (IR) / Remote Frequency (RF) control signals. It is also possible for electric wheelchairs to be adapted to provide remote control of a range of aspects of the client’s home, including entertainment, lighting and heating.

Paul Doyle Access Research and Development Manager, Hereward College

PLACE The Agile Ageing Alliance (AAA), the UK’s leading retirement housebuilder, has developed a white paper on this topic, entitled “Neighbourhoods of the Future, Better Homes for Older Adults – Improving Health, Care, Design and Technology”.

The report states: “There are literally hundreds of these [system integrators and distributors] globally, if not thousands. They see the very large opportunity arising from smart homes, particularly with older adults, and many of them are focusing on raising awareness of possibilities and distributing and installing the simpler smart home configurations (such as Apple Home), as well as educating customers how to do it themselves. Their future looks very rosy, as they are precisely the kind of companies that the likes of IBM has identified as critical delivery partners.”

Mal Fisher Technical and Training Manager at AWE

Home technology can be tailored to allow elderly and disabled people to have greater control over daily tasks in their lives. One of the main opportunities technology can provide less able users is simple control over lighting systems in the home. Smart lighting systems offer numerous benefits such as security benefits, remote control access, and personalised settings.

A growing sector of the population faces long-term health issues, and technology integrators have the opportunity to significantly improve the quality of life for these people through the installation of home technology systems. Here, CEDIA Communicates talks to three members to find out their opinions on this topic.

Hernán Alejandro Castro Commercial Director at Technoimport

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What experience have you had in the aging in place market?

PD Over the last 22 years, I’ve worked with users of assistive technology, initially for the NHS, but more recently, with younger users at Hereward College. My role within the NHS was to ensure older and disabled people were able to live at home independently, which was the forerunner to “aging in place”.

MF I am a member of the CEDIA assisted living committee.

HAC I have yet to have much experience in this market, as the elderly are still unaware of the benefits and features that home technology can bring, so the demand isn’t yet there.

People still view home technology as a high end solution for young people.

What is the current level of demand for smart home solutions in this market?

PD Aging in place is a significant aspect of independent living at home.

Smart home solutions should be considered as an integral component in a “home for life” approach. The demand for smart home solutions will only increase as medical advances mean that we have people living longer, many of whom will have additional needs.

MF The current level of demand is very high. It is an emerging market for technology integrators and one which they should consider getting involved in. The demand is there and the solutions already exist, so it is just a case of targeting this market.

When do you expect to see this market really take off?

PD An aging population is a global and current issue that is already impacting many aspects of health and social care provisions. Due to pressures on services, individuals will be required to take responsibility for their own and their family’s health and wellbeing. This includes using smart home solutions to support independent living.

MF We are still a way off from this market really taking off. We need

to interact with charities and the Care Quality Commission and aim to co-develop appropriate training.

Once we are set up properly, I believe this market will prosper. People are living longer, and if you give them the chance to spend more of that time in their own home, they’ll jump at it.

community already has the skills to install these products.

HAC According to studies, we are now living in an era where everyone enjoys the entertainment aspect of home technology - watching movies and listening to music. The next level is the home health market, and this is the route that smart home technology will now take. It just requires awareness and adoption.

PD In this area, all independent living solutions will have to be bespoke, based on the individual needs of the user and their support network. A tailored solution means independence for the user and peace of mind for their family.

Why is the smart home community best suited to deliver products and services to this emerging market?

PD The smart home community is well served with electro-technical skills. These skills are employed to provide customers bespoke solutions tailored to their desires. Hereward has a training programme that can enable existing practitioners to develop the skills required to successfully work within the assisted living domain and provide customers with bespoke solutions based on their needs.

MF The technical skillset that technology integrators have is identical to the one required for the assisted living market.

CEDIA members have the electromechanical knowledge and programming ability to design these systems. The difference lies in the needs analysis of the consumer. Sales staff and system designers will have the most to learn in this area.

HAC As people age, there is an increasing requirement to provide health services to them. The fastest and least expensive way to do so is through technologies such as blood pressure devices and glucometers.

Smart home technology is complementary to these systems to improve quality of life, as it enables more independence. The smart home

What are the main features and benefits that this audience requires?

MF This audience requires simplicity and reliability. The solutions will vary from project to project, and it’s vital that they stand up to prolonged usage by carers and families, as much as the original consumer.

HAC This audience could hugely benefit from smart home technology.

Light sensors could reduce the risk of falls, and electronic access controls to facilitate easy access for the elderly, as well as their families and home providers. IP remote monitoring, such as cameras and motion sensors, can monitor activity and voice control devices for those with problems to reach switches, shades and doors locks.

What are the best ways of reaching out to this audience?

PD With a whole industry based around assisted living, we have a disconnect between not-for-profit organisations representing this community and the smart home industry. Hereward is an expert in this field and can provide meaningful information and evidence that highlights the benefits of smart home solutions to support the “home for life” approach.

HAC The best way to reach this audience is through health providers. We need to educate these companies on the possibilities that smart home technology offers to enable them to pass this information on to their clients.

To download the Neighbourhoods of the Future white paper, visit www.agileageing.org/page/ neighbourhoods-future

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WAYS TO GET MORE CUSTOMERS Whether your home technology business is large or small, there are three ways to attract customers. Understanding just what kind of business you own helps you optimise how you approach everything from sales to customer service.

In terms of marketing, your business can be classified as:

1. A Relationship Marketing Business 2. An Outbound Marketing Business 3. An Inbound Marketing Business Jason Falls

Digital Strategist, Keynote Speaker, Thought Leader

These classifications aren’t mutually exclusive. Your marketing can feature elements of each and the most successful businesses certainly do, but grasping where you are on the continuum of each is critical to understanding where you spend your marketing resources.

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2

3

A Relationship Marketing Business

An Outbound Marketing Business

An Inbound Marketing Business

Most small businesses begin by selling to people they know or capitalising on recommendations and referrals from people they know.

This is a Relationship Marketing Business. You don’t rely on advertising much, but likely dabble in some sponsorships and business networking groups. You know most of your customers personally (or can immediately trace who referred them to you).

When relationships run dry, most small businesses turn to advertising to create more awareness that presumably drives people to consider their business. One can support the local sports teams, buy into a direct mail programme or even do some advertising on a local radio station or in the local newspaper. This type of proactive outreach and sales is called Outbound Marketing.

The Inbound Marketing Business is a newer type of marketing. Also referred to as a lead-generation business, Inbound Marketing means a business provides something of value to its prospective customers in exchange for that customer’s permission to market to them.

This type of business doesn’t need a robust marketing staff, sales people, fancy software, or campaigns to be successful. But, this type of marketing only goes so far. At some point, you reach your relationship limit and need more.

This type of business needs someone to focus a lot of their attention on marketing (and perhaps sales) because you need to create resources and manage media buys.

Plus, you need to know you’re getting something in return for those investments.

What Type of Marketer Are You? So which type of business is yours, or has your company blended these different approaches? In today’s consumer-driven and digital-first environment, Inbound Marketing Businesses typically see better ROI.

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The term “Inbound” comes from the notion that people are looking for resources, answer, and solutions online. If you’re providing that content, they’ll come to you rather than you going to them.

Perhaps you write blog posts, post YouTube videos or even prepare home entertainment optimisation tips in a downloadable flyer on your website. But, to get the content, people have to connect with you or hear your marketing message as an integral part of the content.

The Inbound Marketing Business requires staff and resources devoted to creating content compelling enough for prospects to give you their contact information. It also requires a certain amount of effort to measure what works and what doesn’t so you can continually optimise what you’re doing. But, it may not require as much financial commitment as Outbound Marketing.

You would be surprised how simple it is to evolve from Relationship Marketing to Inbound Marketing.

Think of it this way. How many customer questions do you answer every day? Whether it’s in person or via email, probably at least a dozen or so, right? Tomorrow,

conversationresearchinstitute.com @JasonFalls

write them all down, then either post the questions and answers on your blog or Facebook page or pull out your phone and answer the question on video and post to those social channels.

Congratulations! You just moved from Relationship Marketing to the beginnings of Inbound Marketing.

Jason Falls is a pioneer in online content marketing and has been named

by Forbes as a “Top 10 Business Leader to Follow.”

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AUDIOPHILE HEAVEN Audio Images was awarded Best Media Room Level II ($100,000 & Over) at the 2016 CEDIA Awards.

The client for this media room is

The Pain of an Audiophile

of the “stuff.”

a dedicated audiophile who had

There’d originally been an open

“His big complaint, other than his

spent years looking for just the right

archway between this room and the

wife’s objection, was that he just

combination of components for his

family’s dining room. The area had

couldn’t seem to get it right, no

extensive collection of jazz, classical,

been filled, emptied, and re-filled

matter what he did, no matter how

and rock recordings. The brief

over the years. “The client had been

much he read, no matter who sold

to Californian-based technology

trying, through various purchases of

him what. It just wouldn’t come

integrator Audio Images, was to

hardware, audio hardware, cables,

together the way that he always

convert a room with a beautiful

and acoustical treatments, to get

dreamt that it could.”

ocean view into the perfect listening

what he wanted,” explains Mark Ontiveros, owner of Audio Images.

Mark’s recommendations included

chamber. The client favoured certain equipment and wanted an

“When I got here the first time, this

oasis from the rest of the home,

installation that wouldn’t interfere

room had a bunch of stuff in it.” The

and hiding Wisdom Audio speakers

with the ocean view.

client’s wife was definitely not a fan

behind the fabric that covers

enclosing the room to isolate this

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“

I’m hearing things I’ve never heard before

the walls. The rack housing the components would be stashed in a closet that shared a wall with the back of the room. Adding screens and a projector for movie viewing were on the wish list, and a little rectangle high up on a rear wall would be the only indication that this room serves multiple functions.

During the four months of renovations, Mark brought in Anthony Grimani to assist. Anthony, who opened his own audio company after a quarter century with Dolby Laboratories and Lucasfilm, helped ensure that the sound was impeccable. Audio Images concealed all the speakers, including the Wisdom Audio LS4s that provide the two-channel reference experience. The walls had been baffled and the speakers placed so

that the left- and right-side sound creates a distinct “centre” channel, even though there’s no dedicated speaker for the middle of the room.

Complete sound isolation makes the room a true retreat in the renovated wing of this Tuscan-style home.

One of the truly creative solutions for this challenging room was display placement. The patio ocean view is concealed when the 1.78:1 motorised screen is deployed, helping create a blackout effect when the 4K projector is rolling.

“There’s simply a small glass window in the back wall and you don’t really notice it,” notes Mark. “When you turn it on, it all comes to life. You’re there, either in the concert, in the studio, or you’re there in the middle of Africa or the football stadium or wherever the event may be.”

The Big Reveal Finally, the time had arrived for Mark to give his customer a listen.

“The client was just touched. He was sitting right there in the main spot and I was sitting behind him, the second best seat in the house, and he was just so moved. As was I, but he just couldn’t believe it. It’s what he had been chasing for years.

“I think the best part about the room is that people walk in and they have no idea that there’s any technology whatsoever,” concludes Mark.

www.audioimages.tv

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CASE STUDY

THE BEST LAYOVER IN AMERICA

How CEDIA members helped a non-profit group build a cinema in Portland’s airport.

You can find a lot of amenities at your friendly neighbourhood international airport, including food, drinks, duty-free booze, even shoe-shines and massages.

As of February 2017, thanks to the generosity of CEDIA members, the Portland, Oregon airport features a cinema.

Doug Whyte is the Executive Director of Portland’s historic Hollywood Theater, a non-profit organisation that oversees both the physical building itself (a 1926 vaudeville and movie house that’s undergone extensive restoration) and

a programme dedicated to providing the city with quality cinema, as well as encouraging local filmmakers. Roughly three years ago, Doug came across a story in the New York Times where the Hong Kong airport had installed a cinema.

He pitched the idea to his local airport.

After all, it is a great way to market the Hollywood (and the city of Portland) to both tourists and native travellers.

After finding the space in the airport, Doug began writing the grant applications for “a modest, little non-profit thing.”

“Then Steve Colburn changed the game.”

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Steve, who handles product development and training for Portland’s own Triad Speakers, was a fan of the Hollywood. In fact, he lives in the neighbourhood. He approached Doug with an offer — what if his colleagues in the CEDIA universe lent their time, expertise, and even equipment at no charge to Hollywood, the airport, or the city of Portland?

Steve consulted Triad’s CEO, Larry Pexton, and Larry reached out to the CEDIA Chairperson, Dennis Erskine.

“Larry called me with the offer, and I agreed. We could do great things,” says Dennis. Planar was nearby, and soon many more manufacturers were on board.

The reason for the buy-in was obvious, according to Dennis. “We realised we could make this a statement piece for CEDIA manufacturers, dealers, and integrators.”

Floating Floors and Transportation Security Administration (TSA) Tribulations As Dennis quickly discovered during his design and construction discovery phase, building what would eventually be a 17-seat “micro-cinema” in an airport came with several challenges.

“You have a lot of stakeholders in an airport. You have the physical plant people, you have security, you have marketing… whatever you do, you have to be sure there’s no adverse impact,” says Dennis.

An example? “There can be no sound isolation. Part of the reason is when the sirens go off and TSA wants everybody to evacuate, you have to be able to hear what’s happening and get out quickly,” says Dennis. To ease traffic flow, the room has no doors, but the design of the entrances, along with a Barco projector and a Stewart Filmscreen that rejects ambient light, creates an image that was outstanding.

The next projector.

problem?

A

bouncing

“Because Portland is in an earthquake zone, the concrete surface on the concourse is a floating floor. You walk down the concourse outside the cinema, the floor moves” explains Dennis.

“Obviously, that creates a problem for the projector. It was bouncing up and down as much as two inches.”

Casey Smith, a project engineer at CEDIA member integration company, Lewis AV, built the rack. He has a sense of humour about what he calls “gameday engineering.”

“Unless you were watching the Blair Witch Project, the look wasn’t desirable,” says Casey. “We figured out a way to decouple the projector from the vibrations by suspending it from the actual structure.” The rest of the issue was resolved with isolation springs and brackets, including custom parts built by Triad.

Since this custom cinema is in a secure part of the airport, every connector, every cable, every part you might think of had to be screened by the TSA. After putting the pieces from his manufacturing plant in Atlanta on trucks and shipping them to Oregon, Dennis’ work was subject to security checks. “Imagine us wheeling our prefabricated walls into the building — every inch of them had to be inspected by the TSA.” Additionally, says Casey, “It’s not just getting gear in and out, it’s tough getting tools in and out. Anything that’s a run to the hardware store?

That proposition became a four-hour turnaround.”

A True Oregonian Cinema The airport version of the Hollywood Cinema, which opened on 23 February 2017 with champagne toasts and stakeholder speeches, runs a constant, hour-long programme of short films.

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According to Doug, those films, all of which are under ten minutes long, have to be produced by filmmakers in the state. “It’s a stipulation of the grants we received,” he explains. Content runs the gamut, from short documentaries to live-action fiction and animated films.

Casey is touched by the spirit of the project.

“It’s been a really fun project, to have the CEDIA channel step up and provide amazing gear and support for that gear. It’s been an incredible coordination amongst a lot of people to make this happen and we are really excited to be part of it.”

As for Doug, he’s certain that the filmmakers will be nothing but thrilled when they see their work on the airport Hollywood screen.

“I still actually can’t quite believe it. That fateful day when Steve Colburn approached me in front of the Hollywood to talk to me about it, I didn’t know what that was going to mean. Seriously, we were looking at this thousand-dollar sound system that we might get and a big LED screen — it’s so far beyond that. I could have never imagined that it would be this nice.”

Dennis couldn’t agree more. He thinks the room turned out better than he’d thought possible. But in his mind, that’s just an everyday part of the CEDIA mission.

“This is what our people do — we take raw technology and turn it into an experience that amazes and entertains.”

www.hollywoodtheatre.org www.facebook.com/hollywoodtheatre @hollywoodtheatr

The following companies and individuals donated time and resources to the project:

• • • • • • • • • • • • • •

Access Networks – network system Barco – projector Crestron – processor, amplifiers, and control system Flir – security cameras and monitoring equipment Erskine Group – design and interior construction Lewis AV – installation Middle Atlantic – rack and power isolation Milestone AV Technologies – projector mounting hardware MM Innovations – security hardware and setup Planar – digital displays and media servers Real AV – audio/video calibration and QSC DSP for audio calibration, Crestron programming Stewart Filmscreen – screen Triad Speakers – surround system, equipment coordination Wire World – wiring and cable

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EXPONENTIAL INNOVATION LEARNING CONNECTIONS SUNSHINE SAN DIEGO SEPT. 5-9 The home technology market is exploding with new opportunities.

Understand the trends driving customer demand and competitive advantage at CEDIA 2017. Dedicated 100% to solutions for residential integrators, this is your destination for breakthrough products, targeted training and a passionate network.

Exponential growth begins here.

cedia.net/show

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PRODUCT FOCUS

Racks, brack Racks, brackets and mounts are the “behind the scenes” products – the systems that get hidden by large televisions or tucked away in a rack room. Without these products, integrators wouldn’t be able to conceal the AV equipment, which is a key requirement in 99.9% of home technology installs, making them an essential element to all projects. Here, CEDIA takes a look at the latest products to hit the market.

Lithe Audio Lithe Audio Motorised TV mounts are an exciting piece of technology. Instead of looking despairingly at a heavy, dust-infested piece of furniture, you can admire the clean look and smooth motion that motorised wall mounts provide.

Lithe Audio offers three motorised models. A ceiling mounted solution for flat and sloped ceilings, a 90 degrees swing unit and a swing out and pan model, which is ideal for getting just the right viewing angle in different room layouts.

www.litheaudio.com

Future Automation Mounting directly to the TV with multiple points of articulation, the TCFIT system has been designed to work perfectly with the Future Automation PS Articulated Wall Mount range or any VESA compatible TV mount or bracket.

Suitable for screens ranging from 43" to 90", each TC-FIT system is outfitted with a handmade width and profile matched grille along with stylish walnut end caps and a six-axis adjustable mount to enable flush fitting. The TC-FIT system is the perfect option to fully integrating the PLAYBAR with your display to create a design-friendly solution for Sonos.

www.futureautomation.co.uk

SANUS

(Available through AWE)

The SANUS Black Series of purpose-designed TV mounts tick all the right boxes in terms of functionality, aesthetics and ease of installation for the home technology market. Featuring five mounts, including large and x-large full motion, tilting and fixed position models, and supporting accessories, SANUS is able to provide a suitable mount for every screen need. With popular sizes constantly shifting, these mounts can support TVs ranging between 37" and 100". An Enhanced Hardware Package ensures compatibility with all major TV brands and types.

Installation has been made easier, with quick release tabs that allow the TV to unlock instantly from the wall plate. By incorporating the SANUS ProSet™ adjustment feature, integrators can adjust the TV after installation, ensuring it is perfectly positioned. The fixed mounts incorporate ClickStand™ technology to hold the bottom of the TV away from the wall for easy cable access without removing the TV from the mount.

www.awe-europe.com

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ets & mounts Penn Elcom Penn Elcom has an extensive product portfolio that includes server enclosures, wall racks and 19" racking accessories. The company continually strives to create innovative 19" racking solutions, and its Slide and Rotate Rack, available from 2U to 25U, is an example of this innovative design.

Made of steel, it can be assembled in less than 30 minutes, and allows greater accessibility to rack mount equipment and cables. It can slide out to 50cm/20", and can rotate up to 120 degrees in either direction. The rack also has an on board cable management system, as well as a locking base with two slam locks. Penn Elcom’s Slide and Rotate Rack is the answer for those who need orderly, accessible and efficient cabling solutions.

www.pennelcomonline.com

AV Racks (Available through Invision UK) Chief (Available through Habitech) Technology integrators understand the importance of the equipment rack to the success of every installation. Habitech’s Chief range encompasses the G series gangable racks, S1 and S2 series of knock-down racks, E1 series enclosed racks, and the W1 floor and W2 on-wall series of wall racks.

With an emphasis on integrated cooling and easy access to components, Chief racks are fully customisable with a wide range of accessories. These include 19" rack-mount shelves, vent panels, blanking panels, brush grommet panels and Cat 6 rack-mount patch panels, as well as thermal management / fan panels, surge protected PDUs up to 12-way, cable management tie bars, and custom rack-mount kits for popular components such as Apple TV, Yamaha AVRs, and Sonos Connect.

www.habitech.co.uk

AV Racks products are designed and manufactured to meet and exceed customer’s expectations by listening and responding to their specific requirements. Pre-threaded profiles and shelves eliminate the necessity for cage nuts, and there’s a wide and thoughtful range of accessories for the complete custom storage solution. Innovations include the cool rack range, which offers a comprehensive selection of rack cooling systems.

The AV Racks Rollarak has been designed specifically for the AV industry, comprising of a heavyduty, fully mobile cage for all round access for rigging during installation and maintenance. The Rollarak self-assembly kit includes top, base, heavy duty castors and 19” mounting uprights/profiles threaded for M6 screws, high quality 14-gauge steel construction, and is available in a black powder coat finish. The Rollarak is available in a range of sizes (184 – 424mm): 500 x 500mm or 500 x 600mm.

www.invisionuk.com

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2017

CELEBRATE THE MAGIC 2017 CEDIA AWARDS TO WOW HOME TECHNOLOGY INDUSTRY

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VENUE FACTS The Harry Potter film series made Leavesden its home for more than ten years. As the books were still being released while the films were being made, the production crew saved many of the iconic sets, props and costumes that were created especially for the films - just in case they were ever needed later on in the series.

The CEDIA Awards ceremony is the not-to-be-missed event of the year.

Since 2008, CEDIA has hosted the awards at a string of worldclass heritage sites and glittering ceremony halls. From the vaults of The Brewery and The Vinopolis to One Mayfair and Hampton Court, and the grounds of The Tower of London and The Royal Naval College to The Natural History Museum and The Guildhall, the awards ceremony has always been a night to remember.

And this year will be no different, as over 350 attendees will join CEDIA at Warner Bros. Studio Tour London: The Making of Harry Potter.

On Friday 29th September 2017, guests will follow in the footsteps of the Harry Potter cast in the shadow of the Hogwarts Express to celebrate the best of the best in the home technology world.

With exclusive access around the Warner Bros. Studio Tour London, attendees to this year’s ceremony will be given a private after hours tour of the sets from the famous movies, before a drinks reception in the Hogwarts Great Hall. The main awards ceremony will take place on the iconic Platform 9 3/4, where guests will be treated to a lavish three-course meal, before joining together to celebrate the best of design, installation and integration excellence in the home technology sector.

“We are so excited that the 2017 CEDIA Awards will be held in one of the most iconic and magical settings in movie history,” says Matt Nimmons, Managing Director of CEDIA EMEA. “Year on year, the quality and innovation of the projects put forward continues to astound us all. We’re sure that the magic found within these films will be replicated in the projects we see and celebrate this year.”

Once filming wrapped on Harry Potter and the Deathly Hallows - Part 2 in 2010, the production crew was left with a treasure trove of thousands of intricate and beautifully-made artifacts, many of which wouldn’t have been saved on a typical production.

The team behind Warner Bros.

Studio Tour London - The Making of Harry Potter wanted to preserve and showcase these iconic props, costumes and sets so that Harry Potter fans could experience the magic of filmmaking first-hand. Many of the original cast and crew returned to reassemble the sets and record their memories from filming, and on 31st March 2012, the Studio Tour opened its doors.

Set adjacent to the working film studios where all eight Harry Potter films were made, the Studio Tour offers visitors the unique opportunity to explore two soundstages and a backlot filled with original sets, animatronic creatures and breathtaking special effects.

EVENT SPONSORS CEDIA is pleased to unveil the first sponsor for this year’s awards ceremony is Meridian Audio. Since 1977, Meridian Audio has been crafting innovative, elegant, high performance audio solutions.

From its compact DSP loudspeakers with integrated amplification, to its user-friendly music management platform, Sooloos, Meridian delivers easy to install, high resolution audio systems for home cinemas and whole home solutions.

Sponsoring the CEDIA Awards provides a fantastic opportunity to showcase your brand to over 350 industry professionals, press and esteemed guests in one of the most unique and exciting venues in the country. With five different sponsorship opportunities available, including the evening’s headline sponsor, drinks reception host, as well as a unique wand and green screen sponsorship, there is a chance for everyone to be part of this year’s magic. Contact Steven Carter on 01480 213744, or via email: scarter@cedia.org for more information.

Get your wands at the ready and make sure to book your place at the 2017 CEDIA Awards. Early bird savings will be available until Friday 30th June 2017.

To book your tickets, visit www.cediaawards.org/tickets

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I N V I T E S YO U TO

2 9 TH S E P T E M B E R 2 0 1 7 BOOK NOW AND SAVE ON TICKETS BEFORE 1ST JULY www.cediaawards.org/tickets Warner Bros. Studio Tour London - The Making of Harry Potter, Studio Tour Drive, Leavesden, WD25 7LR

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I AM “ Being a CEDIA Outreach Instructor (COI) has allowed me to build strong relationships with industry partners. By offering technology courses that have been approved by their associations, I demonstrate my expertise and make them feel confident in recommending our firm to their clients.�

Jamie Briesemeister Integration Controls, St. Louis Member since 2005

Explore the benefits of membership today. #IAMCEDIA

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CASE STUDY

LADIES LAKE

An award-winning clifftop property featuring dynamic human centric lighting St Andrews in Scotland is a place of history, learning and culture, a wonderful coastal resort, and the world’s home of golf. For the last two and a half years, it has also been the base for Pyramid AV, as the company worked on one of its most complex home technology projects to date.

Ladies Lake is a new property that replaces an existing dwelling that dates back to 1968. Designed by Andrew Black Design, the stunning three-storey building features panoramic views of the bay, St Andrews Castle, West Sands beach, and Castle Sands beach.

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THE BRIEF The client was looking to create a holiday home that allows the family to have a base in their beloved St Andrews, where they enjoy playing golf and the fabulous location. Their wish was for the property to be energy efficient and unique.

Due to the nature of travelling from the U.S. to enjoy their holiday home, the client was very interested in the idea of human centric lighting helping the family to quickly recover from jetlag.

THE SOLUTION Pyramid AV provided a complex circadian lighting system that mimics natural sunlight throughout the day in order to ensure that human biological rhythms are in tune at all times. Using a custom set of Control4 drivers, the team integrated a hybrid set of DMX and DALI luminaires linked to an astronomical clock and Pyramid AV’s own dynamic lighting curve in order to provide fully synched internal lighting.

In addition, Pyramid AV was responsible for the design, supply and commissioning of the cutting edge architectural lighting systems for the entire property and grounds.

Incorporating a host of modern lighting solutions, the energy efficient LED system enhances the stunning architecture and interior design.

Integrating various control protocols into this property to ensure the building operates autonomously was a big challenge. The AV and lighting designs took Control4 architecture to a new level.

Via a simple Control4 user interface and app, the client has seamless control over multi-zone audio and video systems, climate control, blinds and curtains, lighting, discrete

video monitoring and door access, a remote HD “wildlife” camera, and gate and door security controls. Remote monitoring of the entire property is also achieved through this setup.

Pyramid AV wanted to provide the client with the best possible audio throughout the property. With the architect and client insisting on no visible speakers in the main entrance, the integrator had to consider invisible speaker technology. This was a challenge, as some of these speakers have limitations in regards to volume and dynamics across the low end frequency range.

The main living spaces feature “best in class” Amina AIW750 HF and LF invisible speakers. To ensure the best possible results were achieved sonically, Pyramid AV used a series of Dante linked Bose ESP DSP solutions, and applied 32 band EQ to all channels.

All areas were tuned to suit the client’s love of classical music. In addition, EQs were applied to the various Bowers & Wilkins in-ceiling speakers in the bedrooms and bathrooms, as well as outdoor Sonance speakers for the terrace. A total of 39 amplifier circuits were installed.

Ladies Lake was a 30-month project for Pyramid AV, from initial consultation and design, through to installation and commissioning.

Managed and installed by its inhouse team of engineers, Pyramid AV delivered its most complex and successful residential project in the UK to date.

The project was recently awarded “Best Whole Home Project” in the EMEA Region at this year’s Control4 ISE Awards for EMEA.

THE FEEDBACK “Working with the guys at Pyramid AV, we were very quickly given confidence that they not only knew what they were talking about and had a great eye for detail, but most importantly, understood that we as clients were concerned that technology for the sake of it was not what we were looking for at this property,” commented the homeowner. “We are very happy to report that the systems installed work seamlessly with the minimum of input from us and are easy to use. Further to this, the house looks amazing with the excellent lighting, and we are looking forward to the benefits this innovative system will provide us in our new home.”

“The client is delighted with the outcome, and the property benefits enormously from the well-thought-out lighting and AV systems integration” said Andrew Black of Andrew Black Design. “Pyramid AV’s level of detail and project management ensured that a challenging construction was delivered to the highest possible level.”

www.thepyramidgroup.co.uk @Pyramid_AV

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CHALLENGE HDCP 2.2

THE CHALLENGE: An issue was raised recently on the CEDIA Community Forum concerning 4K content, which either doesn’t work or flashes on and off when used through an HDMI splitter, questioning whether HDCP 2.2 is stable and governed by a standard.

THE SOLUTION: HDCP 2.2 should be very stable and seamless, but is reliant on a quality link to ensure things go smoothly. Kind of sounds obvious, huh? HDCP 2.2 uses tougher security and a different continuous check system throughout transmission than was used in HDCP 1.x (version 1.3 or 1.4), making link quality even more important. But since you want to push at least double the bandwidth down the pipe for 4K, the use of high quality connectivity is already considered a best practice.

As for whether HDCP 2.2 is officially specified, the answer is yes. There are actually seven separate specifications for HDCP 2.2 - one catch-all version, plus six others for specific interfaces, including HDMI. Contrary to popular belief, HDCP 2.2 interfaces seamlessly with HDCP 1.x, the older copy protection system used for 1080p and below.

Every link between devices in a system authenticates separately. For example, an Ultra HD Blu-ray player that is HDCP 2.2 connected to an AV receiver will always try to authenticate using HDCP 2.2. If it fails, perhaps because the AV receiver doesn’t support 2.2, it will fall back to HDCP 1.x to establish a successful link. Most 4K content is flagged with a “Stream Type” bit. Type 1 requires mandatory HDCP 2.2 and will not pass over an HDCP 1.x link, whereas Type 0 can pass over any version of HDCP. All 1080p content is Type 0.

The output side of the AV receiver will establish a separate authenticated link with the next device downstream, resulting in either HDCP 2.2 or 1.x depending on the two devices’ capabilities.

However, the source continues to manage the content at all times.

Regarding the challenge of 4K content failing, or appearing unstable or intermittent, this really comes down to link integrity or HDCP 2.2 protocol issues. Link integrity means the whole signal path, including device circuits and cabling, with just as much importance on the high speed AV channels as on the “slow” auxiliaries. 4K needs a lot more bandwidth than 1080p - two to four times more, in fact. Keep in mind that losses can be cumulative. The longer the HDMI cables, and more hops and complexity in the system, the more chance of things going wrong and the harder the issue becomes to diagnose. The DDC wires in HDMI carry the EDID (Extended Display Identification Data) from TV to source, but they also handle all the HDCP authentication as well, and once established are responsible for the “Link Integrity Check” to monitor the successful decryption of content at the display. Simply put: Bad link = shaky result.

AND SOLUTION David Meyer

CEDIA Director of Technical Curriculum

HDCP 2.2 Protocol There’s a few separate considerations here: SYSTEM SIZE HDCP 2.2 is limited to 32 devices over four repeater levels. That means the source device, four repeater levels (switcher, splitter, AV receiver, audio breakout/ embed, etc.) and then the display.

LOCALITY CHECK During authentication a ping sent by the source requires a round-trip response time less than 20ms across the whole system, which shouldn’t really be an issue in HDMI & HDBaseT systems as this check is really designed to exclude WAN applications.

community.cedia.net @dmeyer_cedia

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THE LIGHTING DESIGN PACKAGE

Want to set the atmosphere for relaxation or romance? Looking to dim the lights for a movie adventure, or to create just the right ambience for family fun?

Lighting is an essential ingredient in the connected home, and like every aspect of the technology integrator’s work, the lighting and its associated controls require careful planning and execution. Nowadays, the subject has become more scientific due to the rise of solid-state lighting (LEDs).

Planning for lighting needs to be a focus at the start of the project and ideally needs to result in the decision to engage a lighting designer. Lighting is a wonderful mix of art and science, and an experienced designer brings both to the project in equal measure - the creative design decisions to achieve the right illumination and optimal placement of fixtures to make a space visually interesting and comfortable (i.e. without glare), as well as the palette of different light sources mixed together at different brightness levels or colours to set the required mood.

The “behind the scenes” aspects of lighting have broadened in recent years, with the upsurge in digitally controlled lighting and the use of a wide variety of low voltage control protocols. The rise in LED has brought new challenges, including flicker issues and driver inrush problems, both of which can be solved by carefully

Sam Woodward

Customer Education Leader at Lutron EA Ltd

selecting compatible products in your system design. We can no longer think of the lamps or fixtures and controls as independent purchasing decisions, but as integral parts of the overall system design.

Whilst mains dimming has historically been performed by panel mounted dimmers, often located in the headend room, it is now increasingly common for each fixture to handle its own dimming (via the driver).

DALI controlled LED fixtures are becoming increasingly popular, even in residential projects, due to the reduced wiring required to control many independent zones. Using DALI, you will need less space at the head-end, but instead you will need to give more consideration for driver locations in ceiling voids. Similar considerations often apply to colour changing lighting, usually controlled by a DMX signal.

The cable types required, which include both mains power and low voltage control signals, need to be considered as early as possible in the project, even if the majority of

your control design is to be wireless.

Cable routing needs careful planning.

Think about compatibility with, and proximity to, other cables from other systems to avoid AV components being affected by lighting signals, and vice versa.

Lighting is an essential service.

Consider that in the event of system failures, it could be inconvenient for a residence to be temporarily without audio or video, but one that’s without lighting would be dark and potentially dangerous! Therefore, planning for lighting control needs to keep reliability as the core goal during system design and installation.

For example, whilst cloud connected control brings new heights of user convenience, an integrator should always ensure that a system can function without actually needing the internet connection to be live.

A system should also be operable when smart phone or tablet batteries have accidentally been allowed to run flat. Even if the primary user interface is a phone, the wall mounted keypad is still an essential backup

COMMUNICATES device. If wireless systems are being used, consider whether they are using the overcrowded 2.4GHz part of the spectrum (home to Wi-Fi, Zigbee, and Bluetooth amongst many others), or whether they are deployed using a less crowded frequency band, especially if your project is in a densely populated urban location.

Similarly, integration between lighting controls and AV systems enables a wonderful convergence of controls, but lighting must also always be able to work when other AV components are offline. Tightly integrated, independent systems can be more reliable than all-in-one options here.

User experience is the hot topic for 2017. New innovations further expand the fantastic array of interaction options for lighting control, enabling users to enjoy a choice of control method, from touch to voice to automation, with different methods being more convenient at different times. Choose your options carefully and consider everyone who will use the home, including the young or the elderly, or any visitors with special needs. User interface options include numerous styles of keypads, remote controls, and mobile devices, along with various methods of presence detection. Recent exciting advances are also to be found in the paradigm shift to AI-powered hands-free voice control interfaces, such as Alexa and Homekit.

Lighting control system design requires consideration of both the aesthetics of the user interfaces

CEDIA TRAINING | Lighting Design Package If your business is looking at lighting as a new service, then this two-day course is the ideal introduction to this interesting and profitable sector.

Day one is designed to provide those new to lighting control with a solid understanding of the fundamentals. The first day concentrates on lighting technologies, with a strong emphasis on the science behind the “art” of lighting.

The second day provides a more in-depth understanding of the subject by focussing on the practical application of lighting control in the residential market. The course is aimed at developing installation skills for those who have a basic knowledge of lighting control. The trainer will focus on common pitfalls and best practices within this market.

PLANNED DATES FOR 2017: • 14th – 15th September – AWE HQ, Epsom and the convenience provided by integration between systems.

However, although various cloud connected voice control interfaces are making great waves within the connected home, there will always be a need for additional manual controls (situations where silence is necessary or when a room is very noisy, or in the event of a cloud connection outage). In terms of aesthetics, all manual keypads or other touch control products have to meet the high design values of the décor, with options including, glass, metal, and plastic.

Lighting plays an important part in security, leading to an enhanced sense of wellbeing for the homeowner.

Whilst they’re away, occupancy simulation can be achieved with time clocks and randomised recall of lighting scenes. Homeowners can be

made to feel safer by ensuring they never return to a dark home. Use automation via astronomical time clocks to bring exterior lights on at dusk, or geo-fencing to detect when owners return to their home and trigger an appropriate welcome scene.

Remember that the project is not finished until all keypad buttons have been engraved, all scenes on GUIs and VUIs have been given meaningful names, and the levels have been verified with the homeowner after the decoration has been completed.

Paying special attention to these things will ensure your client’s delight with an aspect of their home technology with which they will interact every day.

www.lutron.com/europe @woodward_sam

CEDIA AWARDS Best Lighting Control and Installation Lighting is an essential element to the smart home, and this CEDIA Awards category is an important one. Here are some hints and tips to any technology integrators considering an entry.

• Demonstrate that you understood the client’s brief and delivered excellence • Prove that you have the ability to automate and integrate lighting into a project • Explain how the lighting concept fulfils three primary objectives: task, space, and atmosphere • Show that consideration was given to ongoing maintenance, heat-management, light sources, and light quality • Explain the choice of system and design value

• Illustrate innovation with regards to difficult challenges that have been overcome, unique fittings, bespoke control and design, consideration of human factors, and any special requirements • Demonstrate how you have ensured the system is robust • Show that consideration was given to the choice of lighting control and user interface • If relevant, include sustainable and energy efficient elements to the project

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TRAINING & EVENTS CALENDAR 4 May

4

8-25

Consultative Selling Skills

RIBA Roadshow

Smart Home Technician Training Track

CEDIA HQ, St Neots

Bristol

CEDIA HQ, St Neots

8-12

10

12

15-19

17

Boot Camp

New Member Webinar

Submission closes for 2017 CEDIA Awards

Technical School

CEDIA Tech Forum

CEDIA HQ, St Neots

CEDIA HQ, St Neots

CEDIA HQ, St Neots

Edinburgh

18

19

23-25

30

CEDIA Outreach Instructor

ESC-T Certification Exam

Networking School

CEDIA Structured Cabling Assessor

AWE, Epsom

CEDIA HQ, St Neots

CEDIA HQ, St Neots

CEDIA HQ, St Neots

7 June

8

9

13-14

15

RETRA Smart Home for Business Owners

Developing a Competitive Commercial Strategy for your Business

ESC-D and ESC-N Certification Exams

Home Cinema Design Package

RIBA Roadshow

CEDIA HQ, St Neots

CEDIA HQ, St Neots

Pulse Cinemas, Stansted

Birmingham

19

21

26

27-29

28

Cables, Connectivity & Structured Wiring Workshop

CEDIA Outreach Instructor

CEDIA Outreach Instructor

THX Video Calibration Levels 1&2

CEDIA Tech Forum

CEDIA HQ, St Neots

Linn, Glasgow

CEDIA HQ, St Neots

AWE, Epsom

London

3 July

5

6

10-11

12

Basic Wired & Wireless Networking

Project and Business Processes

Smart Home Control & Lighting Systems

Data Cabling for Domestic Installers

New Member Webinar

CEDIA HQ, St Neots

Unicam, Leeds

Unicam, Leeds

Certsure, Dunstable

www.cedia.co.uk

13

17

26

27

28

Introduction to Smart Home Technology

3D Audio and Immersive Sound for Home Cinema

Basic Wired & Wireless Networking

Home Cinema & HD Video Distribution

ESC-T Certification Exam

CEDIA HQ, St Neots

Artcoustic, Chelmsford

Unicam, Leeds

Unicam, Leeds

Unicam, Leeds

CEDIA HQ, St Neots

Book training at www.cediaeducation.com/courses

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SPOTLIGHT:

CEDIA’s New Hire Training Track

B

efore he joined Glick Audio and Video in south central Pennsylvania, Nick Cove was running cables for live sound concerts, etc. After he was hired in August 2016, his boss, Jim Bowman, signed Nick up for the CEDIA New Hire Training Track, a series of 10 eCourses (and CEDIA’s Fundamentals of Residential Electronic Systems textbook) designed to smooth the transition into residential integration.

Nick, who completed the coursework just over a month after his start date, was grateful for the experience. “I thought it was really well-rounded,” he says. “It gave me a great foundation and helped me with some of the technology. It really got me into the right mindset.”

As he embraced his new position as a Glick Installation Service Technician, Nick realised that while a lot of the fundamentals he’d learnt in the loadin/setup/load-out cycle of concert audio were helpful, there was a secondary level of customer care he had to master.

The most important takeaway when you’re in someone’s home? “Measure twice, cut once,” he notes.

Beyond courses covering topics

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It’s nice not to have to concern ourselves about mistakes that shouldn’t be made such as “Industry-specific math applications” and “Cabling terminology and infrastructure,” Nick appreciated the reiteration of the messages he learnt in the areas of customer relations and “retrofit etiquette.”

The course included “a lot of common courtesy kind of stuff. It was great that the training course hammered that,” he says.

The convenience of online training had its own appeal. “I could pause it and come back to it,” notes Nick. As he eased into his new position, any downtime could be used to pick up where he’d left off in the training.

He found the intermittent quizzes peppered throughout the training sessions especially useful, helping him retain a course’s main points as he progressed.

Jamie Briesemeister, Sales and Marketing Director for Integration Controls in St. Louis, is also fond of the “modular” nature of the courses.

After hiring a new employee and signing him up for the training, “It was great that he could work during

his, and our, downtime.”

Jamie saw the programme in its nascent stages as it was being developed. When an applicant came to Integration Controls with a background in both low- and highvoltage electrical contracting (and some cable TV installation work), Jamie knew the training would be beneficial.

“It’s hard to onboard somebody when you’re extremely busy, and this gave us the opportunity to provide him with some foundational knowledge,” she notes. “The world he was in before was extremely chaotic. He didn’t really have anybody guiding him on best practices for installation, none of the systems were the same.

Aside from product manufacturer training, he hadn’t been guided really well.”

Jamie and her business partner, Jeff consulted their employee after each session, and the updates and info they shared demonstrated that their newbie was picking up the right info for residential projects.

That’s music to the ears of those who developed the coursework.

CEDIA’s online development team took two years developing the programme. According to Matt Oelker, CEDIA’s Director of Online Learning, the team realised that the 100-plus digital education products they’d developed needed something else, something more specific: “CEDIA members have always wanted a clear track of online training for new hires.”

The team poured resources into the project. The final result? “The most comprehensive fundamental training you can get in our industry,” says Matt.

Matt is bullish on the price, too.

There’s a fairly steep discount for the package relative to the à la carte value of each individual course.

But the true measure of the programme’s success may be its repeat business. “We’re hiring again, and looking forward to using the CEDIA Training Track,” says Jamie.

“It’s nice not to have to concern ourselves about mistakes that shouldn’t be made.”

The CEDIA New Hire Training Track is a specialised series of 10 eCourses coupled with CEDIA’s Fundamentals of Residential Electronic Systems textbook and is only available to CEDIA members. For more information, search “New hire training” at www.cedia.net

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Halting THE Hackers A recent CEDIA Tech Council Podcast took a deep dive into cyber-safety

In the last issue of CEDIA Communicates, CEDIA dug into the universe of online safety. That topic was recently addressed by the CEDIA Tech Council in one of its podcasts (Episode Four, to be precise, which can be found iTunes and at www.cedia.net).

The discussion was spawned by current events, specifically, a story about certain individuals being surveilled by U.S. intelligence agencies.

CEDIA’s V.P. of Emerging Tech, Dave Pedigo explained the operation, code-named “Weeping Angel”: “The CIA put software into the operating systems of Samsung smart TVs that made the camera and microphone turn on, but the power light did not come on. This is important. They had to break in to a subject’s home, use a USB, and put the code onto the computer, so it wasn’t like

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it went through the network. But it’s still a big issue.

I think privacy concerns are on the top of people’s minds.”

And privacy concerns are likely exponentially important when it comes to top-end CEDIA clients.

Imagine a C-suite exec with homes overseas, who not only has a fairly large bank account, but he or she has access to incredibly privileged information. One of the client’s needs is remote access, which leads to concerns (or, more aptly, terrors) regarding bad actors hacking his or her data and not just making off with cash, but intellectual property too.

“It’s challenging,” notes Ihiji co-founder, Mike Maniscalco. “In those cases, you are more than likely going to end up working with the IT department of whatever corporation or institution that individual is employed by.” Those IT experts will often segment what the client has access to, including personal, home and job networks.

“Where the challenge really comes in is that everything is so blended today,” Mike continues. He notes that the current President’s famous Twitter account had to be moved from a personal phone to a stateissued device, but that’s an extreme case.

“For your average executive, no one is going to rip away his iPhone and say, ‘You can’t have this app or that app.’ These mobile [personal] devices create new challenges for all that security.

“A lot of times, the IT departments turn a blind eye to it. It gets tricky for integrators I’m sure.”

THE WEAKEST LINK Roy Beiser, who handles IT for Access Networks, is blunt: “I would like to emphasise that the weakest link is humans. A lot of phishing game apps are sent to CEOs, CFOs, etc. It’s very important to put focus on human training. We’re doing that at Access Networks, and we are starting to proliferate that to our customers. It’s not that hard.

People can take 30-minute or one-hour training and just be aware of the risks.”

“Many of us are seeing spam emails, and some of those spam emails are actually phishing emails that alert you to press to a URL and then you get into a malicious site or download.” Roy stresses that it’s fairly easy to identify these missives as scams, as long as the reader knows what they’re looking for.

“It’s a multifaceted approach,” notes Nathan Holmes (also from Access Networks). “As Roy said, the human element is the weakest link in the chain, but it is only one element. For an integrator to truly provide the level of networking security and performance that these clients are asking for, it requires the correct hardware, true enterprise-grade products - stuff that can actually handle the type of firewall performance we need.”

But installing the security and training the user is only half the battle, says Nathan. Homeowners, for the sake of convenience, sometimes bypass or disable security measures.

“When they do that, we need to ensure that they understand the risk they have just put themselves in,” says Nathan.

It’s critical, then, to ensure that the client knows that they’ve essentially “voided the warranty” if a hole’s been willingly punched through a firewall by the user.

Nathan is emphatic: “We have to indemnify the integrator.”

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WITH THE GROWTH OF IOT, THE RISK IS GROWING AT AN ASTONISHING RATE TRICKLE-DOWN WORRY But enough about the “one percent” — when does this need for constant vigilance begin to trickle down to the great middle class?

“I think we are already there,” says Mike Maniscalco.

“It started with the iCloud ‘Celebgate,’ which targeted a bunch of celebrities to get their photos. Right around that same time, you saw the Ashley Madison breach — you are talking about things that are sensitive; private information.”

Now, with the growth of IoT, the risk is growing at an astonishing rate — and the most innocent devices can be turned into ticking time bombs.

“When just one of those devices in your home, such as the connected teddy bear, gets hacked, all of a sudden that’s the bridge into the home network; it’s no longer behind a firewall,” says Maniscalco. “That’s where it really starts to hit the masses.

“The writing is on the wall — and it’s coming really quickly.”

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SETTING THE STANDARD

Amy Rowley

Project Manager for Standard Solutions at the British Standards Institution (BSI).

BSI, the business standards company, has launched a new Publicly Available Specification (PAS) with the aim of raising the quality of digital infrastructure in the home. By providing a platform which current and future digital services are delivered, the new PAS was created with the goal of making it easier for homeowners to switch providers.

The specification – named PAS 35491:2017 Design and installation of telecommunications and broadcast infrastructure within the home – Code of practice – was developed to provide integrators, homeowners, builders, electricians and developments with recommendations for the installation of the cabling infrastructure for automated electronic systems for the home.

Creating a wiring infrastructure to suit future homeowners’ needs was a priority in the development process.

The code of practice was based on the requirements of existing European standards EN 50173 and EN 50174, and is suitable for use within single residential dwellings and most homes of multiple occupations.

Its specification covers incoming services, primary home distribution space (PHDS) planning, component selection, and balanced cabling components. CEDIA’s Smart Wiring Guidelines heavily shaped the development of PAS 35491.

PAS AND BRITISH STANDARDS A question often asked is: “What is the difference between a PAS and a regular British Standard?” A PAS is a document that standardises elements of a product, service or process.

PAS’s are typically commissioned by industry leaders, e.g. individual companies, SMEs, trade associations or government departments. A PAS

provides a sponsored route for any type of organisation to develop a standardisation document in response to a market need.

A PAS can provide product specification, code of practice, guidelines and vocabularies to be used as an assessment benchmark.

Another example of a recently launched PAS includes PAS 2030:2017, a specification for the installation of energy efficiency measures in existing buildings. The development of this revised PAS was sponsored by BEIS Home Energy and supports the Energy Company Obligation (ECO), the government’s energy efficiency scheme to help reduce carbon emissions and tackle fuel poverty currently being updated.

PAS 2030 specifies requirements for the installation of energy efficiency measures (EEM) in an existing building, applicable whether the building is used for commercial or residential purposes.

Organisations may choose to sponsor a PAS in order to put them in the driving seat for setting the agenda in their sector, and in doing so they play a role in establishing an agreed level of good practice or quality benchmark. PAS’s can also be influential in shaping the subsequent regulatory environment for a particular area.

Typically, development of a PAS takes 9-12 months. In a nutshell, a PAS is a consensus based document which brings together industry experts who contribute to the development of the technical content and ensure it is accurate and practical for industry use. PAS 35491 is a specification which meets a public need and brought together the relevant experts to address it.

The Design and Installation of Telecommunications and Broadcast Infrastructure within the Home PAS that CEDIA sponsored and contributed to is now available to buy from www.shop.bsigroup.com.

www.bsigroup.com @BSI_UK

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You’ve gained a client’s trust, and you’re one great demo away from a sale. Now what?

What is an effective demonstration? How do you properly evaluate a potential customer to ensure that the demo you give is what they need to see?

Frederick J. Ampel

President of Technology Visions Analytics

A great demonstration is more than just a potential to close a sale. It must also be great entertainment. That is why it is an art, not just an outcome.

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THE SETUP CONFIRM YOUR AUDIENCE Be sure you understand who is going to be at the demo and what the relationships between those people are. Knowing your audience is essential, since it lets you tailor your message to each person’s specific needs, goals, and involvement in the buying process.

SET THE AGENDA: PURPOSE, BENEFIT, CHECK • State the purpose of the demo: What are the main things you’ll be showcasing, and why?

• Explain the benefits to the client: How will having this information help them?

• Check that you’re in alignment: Ask questions such as: “How does that sound to you?”

“Is that a comfortable sound level?”

“Was there something specific you wanted to see or hear? Did you bring a disc or Blu-ray? Why?” This approach lets you quickly and easily get everyone on the same page.

DEVELOP YOUR PROGRAMME PLAN To make a demo work, you have to be a teacher, showman, and master of ceremonies all rolled into one. Realistically, you probably have a maximum 15-minute attention span to work with before your audience shows signs of “brain fade.”

Based on the 15-minute rule, you need to decide how much time is audio and how much time is movies/other video clips. I recommend a 60/40 audio-to-video ratio since people will spend more time with music than movies. (And don’t forget to include a gaming segment if the client indicates in your pre-demo discussions that gaming is important to them.)

Keep it short. For music, only use the first 90 seconds, then fade the volume smoothly at the first chorus. If your music clips are much longer than that, you are wasting time.

Using the 90-second clip length guideline for video as well, that works out to about five or six audio clips and three to five video/gaming clips.

Build your demos on a media server or hard drive with all the variations you think you will need right there at your fingertips.

This ensures you have each clip pre-cut, prefaded (for music) and timed for movies to wrap at the right end point. It is extremely useful to name your demo sequences by type or style of content so that you can quickly access the right content mix for the client’s stated preferences without long delays hunting for the right chapter on a video disc or cut on a CD. Having everything pre-loaded and ready to go saves waiting time, where you may well lose the attention or focus you worked so hard to get in the first place.

Pre-loading and formatting your demos also allows you to sequence the clips and musical cuts in a specific order to match the client’s preferences.

RECAP WHAT YOU KNOW Looking for the perfect segue into the actual presentation? In one to three sentences, summarise your current understanding of their situation. This focusses the conversation and it sets you up to discuss features specifically as they relate to your clients’ challenges, which will boost their engagement.

THE PRESENTATION EDUCATE Start by teaching the listener/viewer. Point out that they will hear the slight hum of Stevie Ray Vaughan’s Fender Twin Amp in the intro of his version of the Hendrix classic “Little Wing,” or let them know to watch for the ants crawling on the edge of a basket of berries in “Fried Green Tomatoes.”

Pre-sell the scene by alerting people to, for example, the shotgun blast in the bank robbery opening scene of “The Dark Knight” or the click/ whoosh of the golf balls being hit in “Bagger Vance.” Remember: Most clients have never heard what a really good surround sound system can do.

START IN STEREO One of the key capabilities of today’s multichannel receivers/electronics is up-conversion of stereo music to surround. It is always effective to show the client how new and fresh their entire CD collection becomes when represented in surround. A key hook in this process is to have the client bring their favourite CD with them and show them how the music they already know and love becomes a remarkable new experience when expanded into surround.

LOSE THE EXPLOSIONS Blowing stuff up at high volumes proves nothing, and in many cases, is detrimental to the demo. If your pre-qualification of a particular client tells you they are big action film fans, you can always add a big dramatic explosion at the end to cap off the demo.

GET THEM EXCITED And finally, get them excited by your presentation. Build the energy level consistently so that they are at the “just a little bit more stage” when you’re done. You want them to want the experience at home, and want you to deliver it!

NOTE: This is a summary of much more detailed white paper that will soon be available to CEDIA members. In that white paper, Frederick details subjects such as identifying key body language clues and qualifying specific clients.

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GAME ON FOR

8K UHD I

Incredibly, commercial 8K broadcasting is just three years away. Steve May, UK technology journalist, sets the scene for the next leap in image quality.

It’s not just elite athletes who are preparing for the 2020 Olympics.

Japanese broadcasting giant, NHK is on course to use the Tokyo games as its springboard for the world’s first 8K broadcast services.

Last October, at the Japanese CEATEC tech show, NHK unveiled a prototype 4K/8K TV box. The STB, developed in partnership with KDDI, J:COM, and Japan Digital Serve, is the first to use channel bonding technology. The technique, a channelsplitting solution developed by the state broadcaster, allows existing cable TV facilities and broadcast infrastructure to inexpensively adopt UHD. The jigsaw pieces are being put in place.

Not that TV manufacturers plan to wait for the Olympic Games’ opening ceremony before launching 8K products. The first consumer sets could launch in the Chinese

market later this year. At CES, Hisense unveiled a 65” 8K model, the LED65MU9800V, while rival Chinese brand Changhong countered with the 65” 65ZHQ3R. Both looked production ready.

It’s currently unclear if either panel, capable of 16 times the resolution of HD, will wait for the next generation of HDMI connector, V2.1, to arrive before launching. Perhaps they’ll simply upscale current 1080/2160p content?

Jointly developed by the HDMI Forum Technical Working Group, which represents consumer electronics brands, PC makers, mobile vendors, and cable/component companies, HDMI 2.1 is a vital stepping stone to genuine Next-Gen UHD TV services.

The specification is built around an entirely new 48 Gbps cable (today’s HDMI 2.0 interconnects are a slothful 18 Gbps in comparison). Able to handle 7680 x 4320 resolution up 60Hz/fps and 4K at 120Hz, it’s an

improbably fast and fat data pipe.

The prospect is enough to give matrix makers sleepless nights for months.

Of course, HDMI 2.1 doesn’t just herald a potential evolution of high-end home entertainment. This mega bandwidth solution has huge implications for those already working in, or aspiring to create 8K content – be it digital signage, healthcare, aviation, or enterprise.

The PC gaming world is another potential beneficiary, as graphics cards and processing power increase to the point where higher than 4K resolutions become desirable. Monitor companies are expected to introduce the first 8K PC displays this year.

The new HDMI specification also includes Game Mode VRR, which effectively eliminates image lag, stutter and frame tearing. The sheer speed of the new cable enables frames to be transmitted and displayed as soon as they’re rendered.

Gamers could be enthusiastic early adopters of HDMI 2.1.

But, with a TV market only now shifting to 4K, as prices tumble, can 8K ever really become a meaningful mass market proposition?

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8K THEME RIDE Paul Hide, who heads up trade body, Tech UK, has his doubts.

“I can’t see the benefit on screens for consumer applications below 80”, and how will the significant extra costs in content creation and delivery be recovered?” he says. “It’s proved tough to monetise HD over SD and UHD over HD for many content providers, so I just cannot see a viable business model for 8K outside of commercial applications, such as life size CAD design and super large venue screens. But, as nothing stands still in the technology world, maybe I shouldn’t be so rash as to bet against it.”

Futuresource TV Market Analyst, David Tett is similarly cautious. “Anything that brings greater benefits in terms of picture quality has to be anticipated with interest, but 8K, if and when it comes to the UK, will bring its own set of challenges,” he says.

“The hardware industry is generally ahead of the broadcast and content industry in rolling out higher resolution TV, but many consumers are still watching SD signals on their HD sets! So, I can understand why some might dread the roll-out of 8K.” When it comes to 8K, the message to integrators should be: Watch this space.

We could all be in for a wild resolution ride.

@SteveMay_UK

Visitors to the culture and tech festival SXSW, held in Austin, Texas, were invited to experience an 8K ride developed by NHK. Strapped into a motion-enabled seat, riders experienced a virtual visit to Tokyo on a 5 x 3.m screen in multichannel surround sound. A taste of things to come?

HDMI V2.1 HAS VR APPEAL HDMI V2.1 actually has wider appeal than 8K video and gaming. It could usher in a new generation of high resolution Virtual Reality devices.

8K resolution or ultra fast 120fps frame rates could help transform the VR experience into something a good deal more realistic and immersive than we have today.

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DON’T TALK DOWN:

THE CEDIA IDEA XCHANGE A SNAPSHOT OF THE AFTERNOON FOCUS GROUPS AT CEDIA’S 2017 BUSINESS XCHANGE. The names of the topics were pretty evocative: “Overcoming Hardball Objections,” “Let’s Pick Apart Our Proposals and Contracts,” “Take Out the Tech Talk for Your Customers.” (These workshops were all featured as part of CEDIA’s 2017 Business Xchange conference on improving sales and upping one’s marketing game.)

The topics had all been voted on and each afternoon, CEDIA’s merry band of facilitators led small groups discussing sales and marketing challenges, which were collectively called the “Idea Xchange.”

The “Hardball” group was especially robust. Frank White (ZeeVee, Inc.) role-played with Patrick Hartman (Diversified Systems International), and they took on the roles of “integrator dancing on a smoking grill” (Frank) and “client who wants to preserve his junky old gear that he’s attached to but make it sounds amazing” (Patrick).

“I always suggest repurposing this stuff for the garage,” laughed Frank. (Seriously, though: Frank’s offering a workable solution that won’t clobber the audio in the new system the client really doesn’t know he wants yet.)

The other issue that came up repeatedly? The customer who, after the initial discovery phase, comes back with “Gimme a list and I’ll get on Amazon.” They want it, but cheaper than you’ll sell it.

“When there’s a challenge on price, I defend it by saying ‘Oh, you want to have a budget discussion.’”

There was a theme throughout this edition of Business Xchange, one beyond the stated, overarching mission of improving sales and marketing. Effective selling is about asking questions, not insisting to the customer “You need this. No, really, you need this.”

It’s something Rochelle Carrington had been stressing in her presentation. Taking on the role of the “nurturing parent,” the one who’s “vulnerable but assertive,” the salesperson who has zero ego, but unending curiosity about finding out what a customer wants – no, needs – is

the one who wins.

Randy Stearns, D-tools CEO and leader of a focus group called “Adjusting to Different Types of Buyers,” carries the concepts of Psych 101 as they apply to individual situations.

How does a customer learn, for example? Are they visual?

Auditory? Kinesthetic?

Amanda Wildman of TruMedia’s workshop was also about listening skills. Amanda’s beef is the unending stream of acronyms and Byzantine geek-speak that pervades the industry. Her message here is fairly simple “Don’t talk down to your customers.”

Stats and watts and frequency responses are lovely things, but the ability of a client to create a scene, and then instantly and effortlessly recreate that scene, carries a much more effective “wow factor” than reeling off a list of data.

“Suppose a mother wants a one-button scene so she can have five minutes without the kids driving her nuts – lights, movie, done.

“How great is that?”

Amanda remembers one woman who confided that since the woman’s husband had yielded decorative control to his missus, the wife felt she owed her hubs similar latitude in picking the tech. The woman told Amanda, “I was afraid that rack was going to come to life and take over the house!”

Now? “She tells me it’s her favorite thing about the place,” said Amanda.

That trust, that concern with the end result, is what closes many, many deals. Being a “consultant, not a peddler” is key in Frank White’s estimation.

“Nobody likes to feel like they’re getting ‘worked,’” he adds.

The CEDIA Business Xchange for 2017 focussed on sales and marketing. To learn more about the rest of what was offered, including workshops from Rochelle Carrington and Jason Falls and I AM CEDIA presentations from our members, visit www.CEDIA.net.

…the ability of a client to create a scene carries a much more effective “wow factor” than reeling off a list of data.

NGHAM

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THE

ARCHITECT’S

GUIDE TO HOME AUTOMATION Sandy Howard

Managing Director of AVD Australia

After 30 years in the home technology market, I have pretty much seen it all. From the fledgling industry that it was back in the late ’80s, to one of the most exciting and vibrant industries of today, it has been something to behold.

Having founded AVD Australia in 1987, we have worked

of controls, to full integration of all elements within a

primarily in the home technology industry, where

space, including acute awareness of sustainability and

about 60% of our business occurs both as consultants

efficiency, the role of the integrator plays a major part in

and integrators for the high-end residential market.

the build process of today.

Although we have earnt many awards over the years, our most recent (and very exciting) accolade was to be part of a LEED Platinum certification, which was awarded for a commercial project where we designed, engineered, and implemented all the systems technology in a 6500²m space.

Despite this, the market in general refers to what we do

In short, today’s modern buildings MUST provide better experiences for its users, and to achieve this, the technology integrator must be skilled to a level where they can advise the project team across all areas of technology used in present day buildings. For AVD, this means the design, engineering, implementation, and integration of electrical, AV, ICT, security, lighting control/light harvesting, integration to HVAC/CO² levels,

as AV with a little IT thrown in

and motorised devices.

on the side. Nothing could be

Back in the 1980s, the biggest expenses on a high-end

further from the truth.

residential build were probably the concrete, bricks,

The role of the information and

and mortar. Today, it is by far the combination of the

communications technology integrator is the melding of all things electrical and electronic in an environment

electrical and electronic systems. With the plethora of different systems and gadgets comes a high level of responsibility to the client and project team to ensure the end user experience is maximised.

to ensure a client’s experience

Though we are not particularly aligned to specific

is simplified and maximised.

products or systems, we do have our favourites, because

From the simple consolidation

they just work. (That is part of our job, to find out what

‘

does work and what doesn’t!) To that end, we spend about 25% of our time in research and development.

What we have learnt over the years is that early involvement and collaboration with the client

and project team is absolutely imperative. Too often, we find that this never occurs, and the

COMMUNICATES

The key elements that we focus on in this white paper include: 1. Develop the Scope of Works 2. Design and Document 3. Select an Electrical Contractor 4. Cabling and Infrastructure Installation

results speak for themselves — an unhappy

5. Project Management

client with systems that don’t work to the client’s

6. Product Selection and Installation

expectations (or even worse, they just don’t

7. Handover and Tuition

work). Not only does this potentially discourage the client from adopting new technology in

the future, but our industry again gets a bad name for shoddy workmanship and poor implementation.

Although it’s often the case that little value is placed on the systems integration design, we

find the odd architect or project manager who does get it - someone who understands that if this side of the project doesn’t work, then the entire project fails, as it is the integration of

modern systems and technologies within a build that makes spaces useable and friendly.

The outcome of this early involvement sometimes means changes to the architecture to ensure proper containment of the equipment in what we call our CDP (Central Distribution Point). Changes to cable paths or rooms design (like a dedicated home cinema) may also be made at this time. It’s key that the parties work together.

As a company, we learnt early on that a structured and considered approach was necessary to achieve a successful outcome.

To assist with this process, we wrote a white paper entitled “The Architect’s Guide to Home Automation” to assist the industry in understanding the growing need for structure in this field of rapid technological advancements.

Though the paper was written in 2007, the principals remain valid today.

Adding to this, we now provide high-level budgets during the scope development stage.

For us, these are not simply wild guesses, they are the culmination of 30 years’ experience in understanding what is required in modern buildings using modern technologies. (They’re often broken into as many as 20 different cost centres for both the electrical and electronic systems when we go into a build.) In doing this, the client and architect achieve a better understanding of actual costs and consequences

from the very outset of the process, prior to committing to any architectural or interior design changes that may be required.

With an industry that has matured substantially in 30 years, we have found that sticking to these principals has allowed us to achieve extraordinarily successful outcomes. We can only hope that the industry as a whole can understand the importance of the technology integrator and the role they MUST play in today’s technology-filled buildings.

For more info on AVD Australia www.avdaustralia.com.au www.linkedin.com/company-beta/618639 www.facebook.com/avdaustralia au.pinterest.com/avdaustralia www.instagram.com/avdaustralia

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COMMUNICATES

HOW THEY DO IT:

INTEGRATING

FOR THE

WATER

COMMUNICATES

Dave Sell

Owner and President of Lifestyle Technology Group (LTG)

I’ve been a boater my whole life, so I have knowledge of the marine industry, marine electronics, and all technology that goes into boats.

I HANDLED RESIDENTIAL AND COMMERCIAL PROJECTS, BUT SOON CONCLUDED THAT MORE BAIT WAS LITERALLY IN THE WATER.

My wife and I bought a nice 34ft boat with the intention of fixing it up. We wanted to do some nice things to it.

What I discovered in trying to make all that happen was that there was no one company that did the various things we were looking for.

A REGULAR CUSTOMER

I must have said to my wife five times, “There’s an opportunity here.” I quickly realised that I had a business model on my hands.

When my regular client, Brian Hill took delivery of his multimillion-dollar boat, Sea Ray, he wasn’t thrilled with the “stock” sound and video solutions.

Having previously worked at Crestron and BlueWater Technologies, I had already laid plans to be my own boss and to open an integration company called Lifestyle Technology Group. I handled residential and commercial projects, but soon concluded that more bait was literally in the water. We were looking for the luxury lifestyle customer, and this was another way to capture them. If we are able to sell them on upgrades for their boat or their yacht, there’s our tie-in to their home.

It’s a common problem. Boat makers who are focussed on everything from flawless lines to three-engine, treat some systems as less than top priority.

CAPTURING CUSTOMERS

Brian found me via a referral on the Mile, and I went to work with his army of integrators. Cables had to run through walls, not ceilings. The Sea Ray’s packed with HVAC ductwork between decks and the tech had to disappear behind the lines of the ship.

The entry point for some yacht owners? The draw to bring people into my showroom?

Carpet.

One of the many ways I bring people into my shop is, believe it or not, flooring. If a boat owner isn’t using teak to cover the floors, I offer a broad variety of synthetic, looks-just-like-multi-grained-wood vinyl flooring that resists the reddest of wines.

Beyond the vinyl, the showroom offers a bevy of lighting and sound options, surveillance and alert systems, and a cell-based Wi-Fi system that’s mostly used by first responders and delivery drivers.

The sound options are varied. Head-ends designed for control by the bridge look like old school car audio faceplates, but their fronts flip down to reveal a tray that’ll hold an iPhone. Plug the phone in, close the unit, and control is right next to the wheel of the ship.

I have been working with James Loudspeaker to come up with custom solutions for boat owners who are not into the look of “wall acne” — a pretty common problem with the industry, as it turns out.

www.ltgav.com

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In fact, Brian was slightly annoyed by the obtrusive domed speakers protruding from the ceilings in some of the boat’s outdoor spaces. The look didn’t match the craft, and the audio quality wasn’t what he had grown accustomed to with his home systems. Additionally, Wi-Fi was less than stellar, even in dock. Marinas rarely have decent service, if any at all.

I pulled the old speakers, and James Loudspeaker provided exterior drivers that matched the look of the boat’s lights. James Loudspeaker subwoofers were stashed behind stairs and under seating with pipes that terminated in gleaming chrome grates die-cut with the Sea Ray logo. Some speakers were exposed by necessity, but the booming soundbar and small boxes of the 5.1 4K home cinema system blend sweetly into the décor.

THE FINAL RESULT Brian is now thrilled with the sound and video solutions on his boat.

“My son or whoever can go up on the fly … and you can actually watch television up on the fly. We’re big sports fans, so on college football day, Saturday or if it’s hockey … it’s on a hinge out there. You pull the TV out, you swivel it around … it’s a high definition outdoor TV. We have a lot of fun, so all the guys bring their cigars, and they all bring their wines, and they all sit up on the deck up there in the summer and watch our stuff and have fun; wave at all the paddle boarders and kayakers going by.”

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