09.05.2008 — "Technology is cool, but technology that allows you to earn a profit is more important" was the opening message in a highly entertaining session conducted by Michael Heiss of M. Heiss Consulting and Rich Green of Rich Green Ink at CEDIA Expo in Denver.

In a straightman/comic routine worthy of Laurel and Hardy, Heiss and Green pinpointed key moneymaking trends for integrators to look for on the show floor.

In particular, the duo identified several momentous trends in display technologies that should guide dealers to profit, including:

• 4k horizontal resolution
• 2.35:1 widescreen
• 3D
• 120 Hz refresh rates

Beyond displays, they said IP networking, powerline audio, iPhone control, and streaming HD are among the key technologies to look for.

But no matter what the new technology, Green had an important warning for the 200 or so dealers in attendance: "You need to think top down and bottom up. You need to think about profit.

"Ask the vendors the tough questions, like: How will this new product make me more successful? How will it affect my business plan? How will it help be survive?"

For example, he mentioned the iPhone. "It's really cool, but I am not going to make any money with it?" He advised to ask Crestron, Control4 and others to describe the business model around their new iPhone interface products for you.

Here are 5 key display trends to be aware of.

120 Hz Refresh Rates & Gaming

"120Hz is the new 1080p." Why? Green explains that TVs with 120Hz refresh rates are the "Trojan Horse" for getting dealers into 3D, which he says will "transform our culture."

The 120Hz refresh rate smoothens out 3D images on new LCD TVs. Green says 120 Hz refresh rates will soon be as important to televisions as audio. He went on to advise dealers to adopt a future view for their business around 3D.

Thin TVs

Another display trend is the ultra-thin TVs. Green says that the super-skinny displays mean that "the guts" have been taken out of the TV and put into a separate box.

An important question when designing systems with new thin TVs: "So where are you going to put that box?"

4k Horizontal Display Resolution

Green says 4k display resolution "is cool. He sees 4k becoming the basis for applications that call for the division of 1080p content in four separate displays, such as for news junkies or watching simultaneous sporting events.

"That's hard to do," says Green.

"Remember… if it's hard to do, you make money," says Heiss.

Green recently saw a demo of the new Meridian 810 Reference video projector, which offers 5x the resolution of 1080p. "I stood with my nose right in front of the screen and you cannot see the pixels," he says.

In a bit of an overstatement, Green called it, "An amazing event in our history."

2.35:1 Aspect Ratio Theaters

Of course, 2.35:1 theaters are another important display trend.

This format was the way many movies were intended to be viewed, says Heiss, who then quizzed the audience, asking which was the first movie ever filmed in a widescreen format.

While most of the audience thought it was the classic 1959 Ben Hur, the correct answer is 1953's "The Robe" starring Richard Burton which was the first CinemaScope flick.

Backlighting LCDs

Alternate illumination technology for transmissive and reflective displays, particularly for backlighting LCDs for gaming applications is another important display trend.

Funny Michael Heiss-isms from yesterday's session:

• "If I need culture, I will eat yogurt."
• "The iPhone's new 'stroking interface' sounds like something that should be illegal."
• "Powerline carrier technology is perfect for 'Jews with tools' like me."
• Regarding Windows Media Center MSR (Microsoft Research) downloads and PSI (Project Service Interface) extensions: "I had MSR and PSI, but they gave me pills and it went away."

What a character.

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