Video Calibration Selling Higher Levels of Service

1. Video CalibrationSelling Higher Levels of Service April, 2012 | Presented by, Steve Jackson Quality is never an accident; it is always the result of intelligent effort

2. The Wisdom of Maslov

3. Differentiating Questions • What do you offer that is unique or better? • Can a potential customer see the difference? • IOW- is it our difference or theirs? • How can we impact that differentiation?

4. Calibration Basics • Clearer, more life-like image • Movies look like movies and teams look like teams • Colors are natural – not like cartoons • 3,000+ paid for services delivered weekly • $199 - $399 Panels, Projectors?

5. Good Pictures and Human Factors • Dynamic Range • Color Saturation • Color Accuracy • Detail and Resolution

6. Where it all comes from - The Standards • NTSC, ATSC, SMPTE, ITU, BBC, and CEA • All of these organizations have helped to develop, deploy and enforce standards. • Working with a “rule book” makes life easier

7. What Changes Are Made and Why? • Black and White Level • Color/Tint • Sharpness • Gray Scale (the mix of color to make white/gray) • Primary Colors-Maybe Secondary's Too? –The color of the colors We will look at each step a little later

8. Black Level (Brightness) • Preserves detail in darker scenes • Deep Blacks = Better Contrast Ratio

9. White Level (Contrast) • Whiter Whites = Better Contrast Ratio • Avoiding Color Shift and “Clipping”

10. Color and Tint Tint- The Color of the Color Color- The amount of color

11. Sharpness • How We Preserve Lines/Shapes

12. Manufacturers are on Board! • Manufacturers Supporting Calibration Samsung, LG, JVC*, Runco, Toshiba, Hitachi, Sharp*, Optoma, Epson, Panasonic*, Sim2, Wolf, Digital Projection*, Projection Design, Christie*,Sony……more? *-Denotes AutoCal Interface as of 3/12

13. Service Business Objectives • SatisfiedCustomers • Are we on par? • “Touches” in the home • Recurring Streams and ROI

14. Return On Investment (ROI) • Calibration Yields $200.00-$1000.00 per service at more than 60 points in labor margin • More touches in the home/business creates opportunity to present product/service beyond current • Allows predatory practices

15. Delivery and Acceptance • Presentation is never a “tell” • Ask the correct questions • Refining the “pitch” • The art of the demo • Show the menus and show the result • What does it look like?

16. Display Calibration System

17. OK - what do I need? • Tools of the trade • Color analyzers • Pattern Sources • Software Assistance • Willingness to present appropriately

18. Easy to Use Work Flows • Well Supported- We are Here to Help You! • Consistently Updated-V5 coming soon!!!! • Works with Existing Calibration Hardware • Works on Virtually ALL Displays! • Supports all of the Best Calibration Hardware • Display Support for Automated Calibration Process Growing

19. Let’s See It Work • CalMAN Demonstration Black Level White Level (Details, Details) Color and Tint Sharpness GrayScale(Color of White/Gray) Color Management – Color of Color Reports! – The Proof

20. Wrapping Up • Higher levels of understanding and knowledge make you better • Delivering a better product wins the business that you want to win • Others are successful and promoting these services • Manufacturers are on board • Find way - just find a way

21. Final Thoughts “Quality is never an accident; it is always the result of intelligent effort” “When love and skill work together, expect a masterpiece.” John Ruskin

22. Contact MMS Cinema Alexey Shashenkov shashenkov@mms.ru +7 495 788-4500 SpectraCal Joshua Quain joshua@spectracal.com +1 425 471 3003