The direct view LED display market and applications are growing in double digits. The technology is impressive but like the iceberg what we see on the surface is dwarfed by what lies beneath, unseen, and often unaccounted for. This is a cautionary tale. What we see are seamless high brightness, high contrast, color saturated screens, that come in almost unlimited sizes and shapes for outdoor and indoor applications. Spectacular? You bet and this technology will only improve as time goes by but as with the iceberg metaphor, we should not let the wonder and awe we see dissuade us from an examination and awareness of what lies beneath the surface.
Many of us have decades of familiarity with display technologies whether they be projection or flat panel displays. We understand at a glance and from years of experience the issues that need to be considered. We simply look at display type, image size, brightness, and connectivity and move forward with confidence. Enter the new player know as LED. It brings forth a new set or parameters to consider. These include the selection of a manufacturer you can trust, verifying product certifications, understanding varying levels of quality and quality control, logistics, as well as systems design, project permitting, installation, and service to name a few. It is different than what most of us are used to and the learning curve cannot be avoided and should not be ignored.
There is an old adage that we can apply to LED. “Listen to the right voices and make the right choices”. In LED we are being bombarded with “voices”. While some of those voices are ones we have come to know and trust an alarming number are random companies we have never heard of that appear to offer similar products but at lower prices. They would send you a pretty picture and tell you to select a pixel pitch and send them a purchase order. They would have you believe that an LED is an LED. The pretty picture is the tip of the iceberg and the low price is a siren’s song. In LED more than most you get what you pay for and low price is long forgotten once the first problem rears its ugly head. Be forewarned the reality (and truth) lies beneath the surface.
At the core of the AV industry, it is all about earning trust and gratifying expectations. This is true for manufacturers dealing with resellers and they in turn to end users. Our customers pay us to know and apply that knowledge and experience to their project. What we don’t know or have not taken the time to look beneath the surface can and often does hurt us and your clients.
Suffice it to say LED is different with a multitude of things to consider that we might not be familiar with as we select who to work with. Avoid the voices you do not trust and focus on those you do as the first place to start. Our advice at Crimson is that if you do now know LED in depth, work with someone who does. At Crimson we know LED and you know us.
