Signs of the Times - March 2012 - (Page 42)

THE MOVING MESSAGE By Bob Klausmeier Digital display consultant Bob Klausmeier brings 34 years of firsthand professional experience to all digital-sign markets; his home and office are in Las Vegas. China-Built LED Displays China can produce premium products better and more economically than anywhere else in the world. Numerous pivotal historical battles in which desperate forces overcame immense odds by relying upon craft, cunning, and knowledge and thereby came to define the nature of [China’s] unorthodox techniques … – The Tao of Deception government’s energy department invests heavily in the country’s LED industry; however, the government is thinning the herd by eliminating subsidies to the least-successful LED manufacturers. Some Chinese LED manufacturers make superior lamps. One company’s LEDs exceed Nichia’s – an LED-measurement standards bearer – specifications. The Chinese systems employ a 13-bit, image-processing protocol; most American companies offer 16-bit systems. Most Chinese manufacturers produce multiple product levels, depending on buyer requirements. Few of China’s U.S.-destined, display products have UL or ETL certification. Astute and constant buyers of China-produced, LED-screen technology place employees into the Chinese manufacturing plant, to ensure it complies with manufacturing, parts and quality-control specifications. If you’re considering China-based LED-display production, this point is most important. certifications. Additionally, ensure the company has experience in the Western world – and that it’s willing to contract with you via U.S.-spawned legal documents that are enforceable in Hong Kong and China. Engineer the product you wish to use in the Western world. Listen to input from the Chinese manufacturer regarding processes, coatings, components and production, but, double-check that data with knowledgeable, Western engineers. Specify the precise diode manufacturer, and bin number, for the contracted displays. Also, specify the power supply, driver chip and all other significant components, and, further, specify the conformal coating’s thickness, application method and material. Place at least one engineer in the Chinese manufacturing facility to monitor display-manufacturing procedures and ensure the fitting of proper parts and components. The engineer should also oversee quality-control tests. Produce or acquire operating and programming software in the U.S. Provide your own shipping arrangements. Since my retirement from YESCO Electronics last September, I’ve • 3. researched various Chinese LEDdisplay manufacturers’ approaches to North America applications and sales and found that many of my previous columns’ concerns were on target. However, I’ve also seen opportunities that capitalize on China’s inevitable display invasion – if you have an appetite for adventure, are appropriately funded and have a willingness to adapt to, confront and work with a radically different culture. To begin, I suggest you read Ralph D. Sawyer’s The Tao of Deception. In 2011, more than 100 Chinese manufacturers exported LED displays, and/or LED components to-beconfigured-into-displays to the U.S. – an estimated wholesale value of more than $90 million. More than 90% of the shipments were to American companies that rebranded the products for U.S. sales, which says numerous North American display sellers buy full displays or related components from Chinese manufacturers. Some critical facts: • All U.S.-based LED sign and display manufacturers (with one exception) offer LED boards that comprise an Asia-produced display face. • In market capitalization and manufacturing capacity, some Chinabased, LED display producers surpass all U.S. manufacturers. • Currently, China lists more than 200 LED-lamped, display manufacturers, and the Chinese • • • • 4. 5. Interestingly, Chinese manufacturers have produced many of the world’s finest LED screens; thus, it’s possible to acquire a premium, Chinesemanufactured display. Also, China’s production costs are less than those in the U.S., but, the buying operation remains a classic garbage in/out scenario because China’s LED-display manufacturers produce exactly what you ask for. A success formula 1. Choose a Chinese producer carefully. As noted above, many Chinese manufacturers may soon fail because their government will strangle them financially. 2. Select a larger manufacturer and ask to see their awards and 6. 7. Most Americans will be uncomfortable with the above formula because, historically, U.S. business models assume a level of trust, but such trust is dangerous in a Chinese production setting. This isn’t a negative comment on Chinese culture – it’s just a critical assessment of a production environment that offers numerous and variable components. Ignorance and its consequences A neophyte display-buyer might assume a display manufacturer, 42 SIGNS OF THE TIMES / MARCH 2012 / www.signweb.com http://www.signweb.com

Table of Contents for the Digital Edition of Signs of the Times - March 2012

Signs of the Times - March 2012
Contents
ST Update
Technology Update
Vinyl Apps
Strictly Commercial
Lighting Techniques
The Moving Message
Technology Review
Sign Museum News
New Products
The 2012 International Sign Contest
Get Smart
The Value of Signs
Industry News
Advertising Index
Editorially Speaking

Signs of the Times - March 2012