Opinion: Page (1) of 5 - 12/26/01 Email this story to a friend. email article Print this page (Article printing at MyDmn.com).print page facebook

This Years Predictions

Part 2 By DMN Staff Writer
1. Simplification of Systems Integration: For years, the mentality of the average AV systems buyer was to "put in everything that they might ever need." Its served the corporate AV user well as it insures future-ready systems. And, its served our market well as weve enjoyed growth of 25% or greater for six years - up until 2001. Now, the economy, the talk of the economy and 9-11 have slowed that all down. But, coming out of this so-called recession, I believe that a trend toward simplification will emerge. Why?
a. Good Enough: The leading projector manufacturers like InFocus, Epson, Sony and NEC have proven that this can win over loyalty and sales. The term projector has transformed from something, 10 years ago, that mean a 300 ANSI lumens, CRT projector that took two hours to set up. Five years ago, it meant a 10-pound portable projector that could make images like a laptops LCD screen that were 12-14 feet wide and with most of the lights in a room on. Now, it means both a 2.5-pound microportable projector that can be used with most of the lights on as well as a 15-pound integration projector that actually looks better than a CRT projector with computer imaging and good enough for most people for video imaging.

Hey, 10-years ago, I wouldnt have been caught dead using an LCD projector in my home theater. But, today, I use a 16x9 aspect ratio LCD that, ok, doesnt look as good as a CRT, but not a single neighbor that Ive had over to my house has complained about the quality and three of them have actually gone out and bought their own! Its good enough. It doesnt need tweaking, it doesnt need converging and it can be used with all the lights on.

b. We are now selling, primarily, to Early Majority: What, you havent read Crossing the Chasm by Geoffrey Moore yet? You need to. You see, Moore does an excellent job describing the different types of buyers of high-tech products. The person who bought the DVD player in June 1997 is not the same person who bought the DVD player in June 2001. In June 1997, it was what Moore describes as an Early Adopter. Now, theyre being purchased by Early Majority buyers. Ironically, the ProAV market has crossed a chasm from Early Adopter buyers to Early Majority buyers. Who cares? You need to. We all need to. Heres why: Early adopters buy based on technological need and understanding.

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Related Keywords:Kayye, presentations, Pro AV


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