In my May 2004 column (see ST May 2004, page 52), I covered the various parameters of electronic-display product selection by type. The right pixel pitch, viewing distance, viewing angle, brightness and color must be assessed on behalf of the customer, regardless of the manufacturer. Once those processes are understood, the obvious next step is to select a product supplier.
To aid selection, I’ve included a supplier chart that lists the website and types of products offered for each company on page 59. Although this is a large list, some additional suppliers probably have been overlooked. (My apologies to those inadvertently excluded. Please feel free to e-mail me [bklausmeier@yesco.com] your contact information so that I may include you in future discussions.)
If you have not purchased or sold electronic-display technology previously, the task of learning about the various suppliers — and the competitive advantages of each — may appear daunting. Take your time to study as many websites as possible before contacting anyone. Some sites offer little, while others present encyclopedic information. Regardless, website evaluation can be an excellent way to learn. After a lifetime in this industry, I still gather information on company websites. Take notes and don’t be afraid to ask questions. It’s as simple as clicking on the "info@…" address on the supplier’s contact page.
During your first contact with a potential supplier, you will quickly sense how the company conducts business. As in any industry, some companies are professional and responsive, while others make you wonder how they exist. Obviously, a good relationship with your supplier will make your sale to an end-user much easier. Expect the manufacturer’s sales associate to greatly assist you in the sale. He or she should eagerly supply sales materials, quotations and other tools that simplify your job. If you sense reluctance, move on.
During your initial supplier evaluation, get answers to a few critical questions. Remember, you want to establish a positive relationship that produces repeat sales for both you and your supplier. Make certain the manufacturer will be there for you a decade or more after the sale.
Most companies’ sign components aren’t interchangeable. For color displays, the diodes aren’t even interchangeable from one shipment to the next from the same manufacturer. If you purchase a display from a company, and install and maintain it after the sale, that company must remain available to you and your customer as a supplier of all the system parts.
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Early in your study of suppliers, ask questions. I’ve provided questions to ask when starting the supplier selection process.
Asking these questions may seem like unnecessary micromanagement, but the purchase of an electronic display for resale puts your company’s reputation — as well as your customer’s image — on the line. This is a very new, very crowded industry. More than 30 companies are competing for the U.S. market, and another 100 Asian companies supply LED technology — many that are lustily looking at North America and plotting an entry strategy. It’s well worth the time to do your homework in advance, because some manufacturers will inevitably fail.
Once you’ve established a comfort level with a handful of sup-pliers, start requesting quotations specific to the products you want to sell. Use the tools spelled out in the May 2004 column to ascertain the size, viewing angle, color and pitch that you wish to propose to your customer. Then specifically ask for that product, along with such essential sign components as cabinet structure and materials, service access and mounting specifics. Send the same request to at least four or five suppliers. You’ll be surprised at the different responses you receive in terms of price and quality of information.
This is expensive technology, so expect to be asked to fill out a credit report. If you’ll need project financing, arrange it in advance, even if your company is large and financially secure. This is especially necessary with off-shore suppliers.
While caution is essential, I don’t want to dampen your enthusiasm for the opportunity this rapidly emerging technology presents. Several excellent product suppliers will flourish for decades. Invest the time to ferret out the right relationships with the right suppliers.
More signs will include an electronic component as time passes. As the technology costs continue to fall, potential buyers will increase. As little as five years ago, I had never heard of a pharmacy with an electronic message center. Today, national chains make them a key component of their corporate-identity program. We live in a competitive time where communication is essential for success. Electronic-display technology offers a powerful visual-communication opportunity.
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Questions About the Product
* How many diodes per pixel?
* Who makes the diodes?
* May I get an advance copy of the software to review?
* Is the controller included in the price?
* What is the cabinet depth?
* Is the cabinet sealed?
* Does it require internal or external service?
* Do you supply an onsite technician during installation? For how long?
* Is freight included?
* What additional charges should I expect?
* What are the payment terms?
How to Select the Supplier to Match Your Needs
Ask the following questions early in your study of suppliers:
* What year were you founded?
* What year did you start producing electronic-display technology?
* What year did you produce your first LED display?
* What year was the relevant product first produced?
* How many generations of product have been created?
* Are parts still available for all of the products you have produced?
* Where is your service-support center?
* Where is your nearest parts depot?
* What is the warranty?
* What is included in the spare-parts inventory?
* What is your parts-replacement policy?
* What is your guaranteed response time for parts exchange?
* Do you have a 24-hour, service-support line?
* Do you keep an inventory of diodes from the specific lot from which I will purchase?
* Do you supply technical specifications?
* Do you supply user manuals in English?
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