B2B Tech Talk with Ingram Micro
B2B Tech Talk with Ingram Micro

Episode · 1 week ago

Exploring Direct-View LED Screen Use Cases


LG Electronics' direct-view screens bring flexibility and versatility to multiple industries, creating impactful experiences through cutting-edge technology. From film production to commercial use, direct-view screens are paving the way for a new type of immersion.         

Shelby Skrhak speaks with Mike Stachura, national account manager at LG Electronics, about: 

- Defining LG Electronics direct-view LED screens 

- Why ProAV is a fast-growing segment

- Direct-view LED screen use cases  

To join the discussion, follow us on Twitter @IngramTechSol #B2BTechTalk 

Listen to this episode and more like it by subscribing to B2B Tech Talk on Spotify, Apple Podcasts or Stitcher. Or, tune in on our website. 

You're listening to B two B Tech Talk with Ingram Micro, the place to learn about new technology and technological advances before they become mainstream. This podcast is sponsored by Ingram Micro's Imagine Next. It's not about the destination, it's about going someplace you never thought possible. Go to imagine next dot ingram micro dot com to find out more. Let's get into it. Welcome to B two B Tech Talk with Ingram Micro. I'm your host, Shelby skirt Hawk, and our guest today is Mike said Nailed at perfect. Mike said, Sara, It's been an honor. We have hung out a few times now. I'm super excited to be back. Thank you, Thank you. Yeah easy for me to say so. Yes, welcome back to the show. We've had you many times, and we've had some some great discussions and some fun discussions. But I'm gonna peel back the curtain a little bit. When we were prepping for this podcast, we were chatting before Halloween and you said that you had a party, a Halloween party to go to where you had to dress up as a commercial. What did you choose? Oh? Really there, Oh it was I went as a course light party train and it worked out tremendously well. I took a little cooler over the should and then I cut out cool It cours like cardboard box and I made it into a little train, and then I had a cooler that was just right around my neck filled course light, and I was able to walk around the party. And She's like and just keep saying, I love train. Hands calm, love train. I love it. It's a practical costume as well as an entertaining Oh yeah, brilliant. And it made a great because I never needed to go to the fridge to get another beer. Just exactly good. I'm good to go. All right. Well, so today we are talking about LG Electronics direct view l e D screens. So Mike, what what is l you know, LGS direct view l E D screen or A great question. And it's been such a fun industry to be in because it seems like every couple of years there's a new technology or a new term that comes out and then they have to bring up a new acronym with it, right and began to be the regular technology. So direct view l E ED is basically because you're looking directly at the source of the light, so it's the the l E D s are mounted directly to a little panel. So if we look at sort of the history of TVs, there was the C R T s. Everybody had big tube ones, and then it went to kind of plasma, and then there was l C D, and then there was l e D l c D, and now there's d V l E D. So even the terms themselves are starting to kind of get reused, but the applications are so different. We oh, we have O L E D now organic light emitting diode. So oh, there's a whole like encyclopedia of different terms.

But in the commercial space, d V l D director l D has been just the hot Spot's been the hot topic of the past couple of years. Okay, so for us that are trying to catch up with okay, we know l c D is the old, l E D is the new. Will you explained a little bit of the technology, and what's then the difference between regular LED and direct reality? Yeah, great question, great questions. So in the in our homes, in our houses, in our living rooms, we're gonna have typically an L E D, l C D t V. So it's still making the picture with L c D, but then the backlight is l e ED, So it's the same kind of technology you've taken that LED back light, but instead of shining it through some like the crystal and going through some polarization filters and stuff like that, it's now just those three colors on a board and it's really cool. You're seeing it in the home space as well. But when we think of things like scoreboards, everybody's you know, seeing seen a big scoreboard at your your school or at your local sports venue, go bills. So where direct you l e ED is different is in and of itself as the technology, there's so many different specs and verticals that it can play in from indoor, outdoor cinema, um marine like for on ships, like screens on the side of cruise ships and your big screens when you're on a carnival cruise ship and you're playing in the pool. Cool, there's a big ship. But it's really just the way the picture is kind of created, and then the applications that it can can play into. Why direct you l e D has really shined recently, I think it's because the modular design of it is that you're not limited to a thirty two or forty three, a fifty fifty five. You're now able to say I need a My wall is ten ft by twelve feet and you can fill up just about every square inch of that with direct view L E D. So it's really neat that you're able to create a more custom display for your application. And these are with l ED. The difference between I understand back lit versus side lit. It's that right that that's where you know you have a bevel, you do or you don't. The back lit eliminates the bevel. So this is kind of even beyond that where you could put together basically what a lego, a wall of these direct you LED. Yeah, I guess that's great. That's a great analogy where you just keep snapping them together, snapping them together, and the more legos you put together in a piece, the bigger legos that you have. So you with your TV, you're gonna have maybe a do blow. I think we little legos, and you can take little legos and you can make something exact the same size as a do flow, or you can make something way bigger or waste smaller. Right yeah, yeah, perfect, yeah, perfect analogy. And it's it's a really it's a need technology. It is really cool. It can curve, it can bend indoor outdoors. Talk about the hype brightness specs. It's pretty cool. Well, yeah, so let's go into those. So the curving there's from LG true curve D V L E ED and then transparent D...

D L E D and I thought thesets were two really innovative ways. So the true curve is this is not your your monitor that kind of curves around you. This is this is something different, right, Yeah, So for that technology, it would be something if you want to if you had a display, think of like Times Square, and you wanted to curve a display around a building, or you wanted to create a sphere, And there's two sort of different um situations. Talk about first sticking with the building piece. That's where you get really cool because you can do things like have anamorphic content. And if you if you've ever seen like that art you're scrolling through Facebook where someone draws like in chalk on the street and it looks like a big hole in the middle of the street. Want of actuality, it's just the way you're looking at it with through you know, kind of chalk. You can do that same thing with with a display on the side of your building, so it almost have like a hand reaching out or have the car jumping out of the build. It looks super cool. There's some really cool content with that, and I know with being a you know a lot of the Ingram partners have access to that content too, which is awesome. But it's really cool you can do some neat stuff like that and direct to L E ed because you can move it, can sort of move it, bend it be flexible. You can. Actually we're seeing a lot of cinema applications as well, so a lot of production studios that are using that same curvature where instead of curbing a display around a building, you're now going convex co cave and then building almost like a dome, and then you're able to build this an environment virtually. So take like unreal five engine and then move a rock from here to here. Mandalorian is a great case of how they actually filmed it. It's just a virtual background using this direct to LED technology. It's this big dome you're looking into where the actors kind of stand in front. But then it allows for like the producers and the director to say, ah, we need the sun to be a you know, ten minutes later and then you can actually move that source of light right then. As opposed that, we gotta wait till tomorrow. So it's really cool. You're able to make a lot of cool content, a lot of neat different things like that. Yeah, if you ever check out the little production studios with it's fun little application. So as opposed to you know, flat green screen that you can curve this above you, around you, all around, yep, exactly exactly. So instead of a green screen, now it's your green dome and it's live and it's happening and you can actually see it in there, and it's all married up with the cameras. It's it's super cool and and it's such a good technology that we don't know that that's how they do it, right, So that's a little movie magic there. Yeah, well okay, so then what is the transparent d l D? So Transparent is really cool. It's a film where they actually put the LED diodes directly onto a film. So if you had probably not you know, you weren't really do in your house, but if you had a corporate building or think of a mall where you have your you're standing in the middle area and you can see floors two, three, four, and five. Now that glass barrier that prevents you railing the prefensive kind of flowing off. You can put like this to...

LED signage on there and then actually have like a ticker banner that goes across your entire mall, or you could put it outdoor facing. So if you're in a retail establishment and you want to attract people, Hey, there's a sale going on, or here's something neat. I love the applications when you see auto anything in the automotive industry when you can have that transparent LED sort of look and actually the car in action, but then they I'm able to walk up and actually see the car behind it. It's it's really it's really cool. So you can have sort of the best of both worlds of a display and not a display, right right. Well, so we talked about some of the industries that this is being used in, and you know it can lends it to lends to the discussion about pro a V and why pro a V is becoming such a fast growing segment. Can you tell us a little bit about some of the applications that you're seeing there, and I guess maybe why are pro a V experts really kind of sitting up at taking notice of this technology? Great question, great question within the pro a V space. Pro a V is really it continues to grow year after year, uh direct view led specifically, depending on which source you're looking at, it's gonna be an ruber between a seven to eleven kager over the next six years. So even in the concerns of economic downturn and economic uncertainty in the near future, we're still getting double digit growth projections. So it's a good market to be in a from pivoting the business to where it is going, just more opportunities being created there. So getting on the forefront of the technology, learning what it does, how to use it is absolutely it's gonna be key, especially over the next coming years. Ingram has done a great job of bringing a lot of specialists to really help facilitate those conversations and help with the builds because there's still a lot of confusion. But where there's mystery, there's margin, so there's still it's it's a really neat, neat new environment. When we look at what happened over everything. It accelerated the online shopping experience, and you looked at the percentage spends that increased in marketing through Facebook in Instagram, just unreal, Like the amount of ads and the amount of money that went into those organizations over the past. Coal beers unreal. Now with everything opening back up, retail and brick and mortar is sort of combating the online shopping experience by building a better experience and changing the game a little bit. So of adults shop online, but half of those prefer shopping in retail. So even if you have a product, you still need to have it in retail and the retail stands. It might be someone going in and doing a showroom type experience of all, I want to see the product and then I'll go online I'll find the best price. But you still need to have the marketing element in the brick and mortar in that retail experience. So, uh, physical is huge, and the branding and experience within that is just it's changing. And how do you embrace your your summers. We look at Macy's.

Macy's just deployed FOI one toys r us stores. I I'm not a I'm not a clothing, hip kind of person. But I have a couple of kids, you know what, That's gonna give me to go into Macy's this holiday season, So I think, I think it's a great idea, But then my experience in there, direct to l e ED is a really great way that you can have a non traditional display that's gonna catch my eye. And when you have a non traditional so of static to digital, you have a three x longer dwell time. So how many statics signs have you even driven by today that have tried to market or sell you something you didn't notice? How many digital signs did you drive by today that you noticed? If you have a display, that is, if you have a display or moving image that is not in a traditional aspect ratio, then you have a five x longer dwealth time compared to digital. So if you have if you have something to need custom in, different folks are gonna look at that a little bit longer. So oh that's cool. How are they like? It's it's rich, really neat and different. So direct who gives you that opportunity to really build that? So yeah, yeah, definitely definitely really really cool applications. So retail absolutely huge right now, certain things that you just can't get online. So you, sir, we can buy fresh fruit and produce, but I like to just go look at the lettuce and say, yep, this is the piece that's coming home with me. Gonna make my sale out of this. So well, it's it's funny that brick and mortar are adding screens. They're you know, they're they're kind of coming together and realizing that you need that experience the you know, being able to have a little bit of wow of shopping in person, but you're adding a screen to it and adding adding even more to that experience that you can't get on just a screen with online shopping exactly exactly, and even as we as we move beyond retail, because there's so many different types of retail that's out there, electronic shops and clothing, food, there's there's so many different options. But the other piece that we're seeing a lot of activity around is like physical destinations, travel experiences. We mentioned cruise ships. Cruise ships are a real big market. LG just came out with the Direct to L a D screen that is fully outdoor rated, but to be in an environment with like on the ocean, with saltwater. So really, I mean that that stuff is huge because now you're able to put screens outdoors on cruise ships. So we we've done a lot of cool projects within the cruise ship space, especially like our old technology too has been fun. But um, the stadiums I mentioned scoreboards earlier. Yeah, go bills. We got a new stadium that's being built here. They just released the renderings. Um, we're recording this in early November, and yeah, they just released surrenderings. That looks a super cool stadium. So a lot there's gonna be a lot of direct to l a D technology that goes in there. Fremont Street another really cool example of an experience that's it's like five, five or six football fields long, and it's every every few years they revamped it. It's just awesome, really cool direct ability the application. We just over the summer in Buffalo, we have a virtual...

...art gallery. It's like a van go traveling art gallery. So depending on where you're listening to this from, it may have come to your city and stuff like that. You do see a lot of the direct view LED technology in there, direct filod and projectors. It's really cool. Some of the stuff they do with it. But that's how far that the technology has evolved, is that you can it's very hard to discern. Of course, obviously the real paints you would get like the depth of the picture and stuff like that, but in terms of color accuracy, black levels, these displays can replicate that very very very well to the point where you can look at that it is it is art. That's amazing. That's amazing, So it really brings it to life. The other main vertical just want to call out, of course, is government schools K through twelve. I've seen a lot of a lot of opportunities within that, within that space, within the government space, anything with video walls, where you're doing a knock center, you're doing a big command center. The adoption of of display technology across so many different channels in there has just been really strong. LG, you've been in a great position. We have a full trade compliant lineup, which is of course huge within the government space. But a lot of folks too, there's some concerns with what's happening with the economy over the next free years, and government, for for what it's worth, is typically tagged this recession proof, so they're not going to shut their doors. So definitely a good market to kind of to be in with that space too. Yeah. Well, I'm glad that we've gone over some of the most common uses and industries to give Ingram micro partners and resellers and idea of of the who this might be great for. Let's go to the other spectrum and talk about what's possible. What are the coolest applications you've seen of direct view LED and and I guess can you describe some of those experiences? Yeah, yeah, so I'll throw out one super awesome. I'll throw out one super awesome in one kind of traditional that just is nicer and it's super awesome. I love Freemont Street. I think it's just really cool. But I love the Salesforce headquarters in San Francisco. And if you haven't seen this, they have their their hallways that you go in to get your to go to like the elevator, and the entire wall is covered and direct to LED and they can change the situation. They can change a scenario based on then whatever content plant. So if they want water, they cant have a waterfall and then the water will splash around the hallway going in. That's one of those cases where a picture is worth a thousand words. So when you get a chance, go on like YouTube and type in the Salesforce Salesforce lobby. It is awesome. It's it's so cool and it's not trying to sell you anything, but you have that sticky retention, you have that that feeling of being in there, and it's super cool. The other one I'll throw out on the other side of the spectrum is more traditional in like a corporate boardroom, and it was like Microsoft did a study when it was basically like the size of the individuals on your screen and how that elicits your emotional response to that person. So somebody on your video conference screen is super small and really tiny, you naturally think like they're farther away,...

...so you may talk louder, you'll feel they're more distant. Generally just farther away across the room, you don't feel as connected. On the other end of the spectrum, if someone's full screen face right up, like and they're huge or massive on your screen and it feels like they're two feet away, I'm like that space is reserved for like my wife, Like yeah, So it almost feels invasive at that point if they're too tall. So trying to get somebody to a natural size within just your your display realm um. LG's got it. It's a hundred and thirty six inch all in one, and in the corporate boardroom, it fits so incredibly well that it feels natural to have people on video call on the display. They're not too big, they're not too small for the amount of yeah, for your people dialing, and it's just it's been an awesome little little panel. It's an on one, bundle on one, preconfigured, so it just it works really well. But I think those are two of just the really wow applications. Yeah, and you're right about you know, pictures worth a thousand worlds, because yeah, when we were talking and your first describing the self Force lobby, I was like, Okay, so I'm imagining, you know, just a really big TV screen along a wall, but no, it's like if you're living a lobby and you're kind of going to the hallways with all of the elevator entrances, it's literally around the doors, you know. It's it's the whole, the whole, entire, every any type of flat surface that you have on that wall, that's where the screen, So I mean the possibilities with that are really kind of endless. Yeah yeah. I love the creativity too that we see from the from the communities. It's just we mentioned the ARCT exhibit, but things like juseums and you know, children's facilities where it's like you can truly engage, like putting displays on the floor so when you step on it, water ripples. Yeah yeah, So like just really fun stuff like that that kind of brings the technology to life, right right, well, kind of bringing it to life with Ingram, micro partners and resellers. What is then the opportunity. There's the cool, there's the wow factor. But how I guess what what advice do you have or what would you urge partners resellers to do in terms of taking it from hey this is possible to hey this is being used. Yeah, great question, And that's you know, where does the rubber actually meet the road? And I think the double digit growth percentage that's being forecasted within the market, it's just gonna make the voice of end users a little bit louder that more and more folks are going to ask for this. But don't be afraid to have the question because it really as as signage and displays continue to grow and they're more connected, they're hitting the networks. They're on the networks now. The number spice works if Davis the number one spending three from I T budget standpoint is around security. So you have that that element that's factoring things as well that you now have new devices that are going onto the network, and there's a lot of a lot of interests to make sure that networks really secured. So if you're in the networking space, it would be who have you to start to have a...

...conversation around the display technology and see what are these how these displays actually interact. LG does have a line where it's no connectivity at all to help over overcome that objective. But their customers, the end users are looking to purchase this technology, but you also have to make sure that it's in a safe, safe fashion. So if you're in a security standpoint, if you're a managed service FRIGHT, m S s P CSP, there's a lot of different elements to this technology that are impacting in our around your business and it's just a matter of asking a question. I mean your next QBR, Hey, what are you doing for advertising? Is your HR looking to expand their reach to make awareness of open enrollment? So that's that's also a big thing that we're seeing too. So yeah, bringing up the question and then uh, just see where it goes. Right well, as we do start to wrap up our episode today, you know the final question, and that's where do you see technology going in the next year or so we can stay within this space and and and talk about what's what are we going to see? I absolutely love it. I think we mentioned a lot of the cool applications and I get really excited. I actually genuinely get goose bumps when I work on a cool project. So I think as content is the content and the technology really emerged that anamorphic stuff is just on the super cool and fun range. But I love I love the idea of making doing displays on the floor and on the wall and then having that be fully interactive. I'm working on a project right now where we're doing something like that for us for a children museum, and it's it's gonna be pretty awesome. It'd be really awesome to see the kids kind of interact with everything. So super excited about that. Uh, that's coming to well for listeners who have any questions about anything we talked about today or I want to find out more, how can they reach out? Yeah, so definitely l G Underscore team at ingram micro dot com. That is the LG team dedicated resources. They're they're specialists and all things LG. They can help getch in contact with the right individuals, whether it be vertical specialist conversations around finance, deployment, logistics, anything like That's a great team to start with there. And then of course you can get a hold of me Twitter at Mike on Display, So definitely reach out to me and then I we'll have a contact information. I'm sharing the notes as well. Fantastic Mike, Thank you switch for joining me Shelby. Always a pleasure. I look forward to our next conversation. Super super fun. Thanks for having me, yes, and and thank you listeners for tuning in and subscribing to B two B Tech Talk with Ingram Micro. If you like this episode or have a question, please join the discussion on Twitter with the hashtag B two B tech Talk. Until next time, I'm Shelby Scare Talk. You've been listening to B two B Tech Talk with Ingram Micro. This episode was sponsored by Ingram Micro's Imagine Next B two B tech Talk is a joint production with sweet Fish Media and Ingram Micro. Ingram Micro production handled by Laura Burton and Christine Fan. To not miss an episode, subscribe today on your favorite podcast platform.

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