1. Video Calibration Selling Higher Levels of Service April, 2012 | Presented by, Steve Jackson Quality is never an accident; it is always the result of intelligent effort

2. The Wisdom of Maslov

3. Differentiating Questions What do you offer that is unique or better? Can a potential customer see the difference? – IOW- is it our difference or theirs? How can we impact that differentiation?

4. Calibration Basics Clearer, more life-like image Movies look like movies and teams look like teams Colors are natural – not like cartoons 3,000+ paid for services delivered weekly $199 - $399 Panels, Projectors?

5. Good Pictures and Human Factors Dynamic Range Color Saturation Color Accuracy Detail and Resolution

6. Where it all comes from - The Standards NTSC, ATSC, SMPTE, ITU, BBC, and CEA All of these organizations have helped to develop, deploy and enforce standards. Working with a “rule book” makes life easier

7. What Changes Are Made and Why? Black and White Level Color/Tint Sharpness Gray Scale (the mix of color to make white/gray) Primary Colors-Maybe Secondary's Too? –The color of the colors We will look at each step a little later

8. Black Level (Brightness) Preserves detail in darker scenes Deep Blacks = Better Contrast Ratio

9. White Level (Contrast) Whiter Whites = Better Contrast Ratio Avoiding Color Shift and “Clipping”

10. Color and Tint Tint- The Color of the Color Color- The amount of color

11. Sharpness How We Preserve Lines/Shapes

12. Manufacturers are on Board! Manufacturers Supporting Calibration Samsung, LG, JVC*, Runco, Toshiba, Hitachi, Sharp*, Optoma, Epson, Panasonic*, Sim2, Wolf, Digital Projection*, Projection Design, Christie*,Sony……more? *-Denotes AutoCal Interface as of 3/12

13. Service Business Objectives Satisfied Customers Are we on par? “Touches” in the home Recurring Streams and ROI

14. Return On Investment (ROI) Calibration Yields $200.00-$1000.00 per service at more than 60 points in labor margin More touches in the home/business creates opportunity to present product/service beyond current Allows predatory practices

15. Delivery and Acceptance Presentation is never a “tell” Ask the correct questions Refining the “pitch” The art of the demo Show the menus and show the result What does it look like?

16. Display Calibration System

17. OK - what do I need? Tools of the trade Color analyzers Pattern Sources Software Assistance Willingness to present appropriately

18. Easy to Use Work Flows Well Supported- We are Here to Help You! Consistently Updated-V5 coming soon!!!! Works with Existing Calibration Hardware Works on Virtually ALL Displays! Supports all of the Best Calibration Hardware Display Support for Automated Calibration Process Growing

19. Let’s See It Work

20. Wrapping Up Higher levels of understanding and knowledge make you better Delivering a better product wins the business that you want to win Others are successful and promoting these services Manufacturers are on board Find way - just find a way

21. Final Thoughts “Quality is never an accident; it is always the result of intelligent effort” “When love and skill work together, expect a masterpiece.” John Ruskin

22. Contact MMS Cinema Alexey Shashenkov shashenkov@mms.ru +7 495 788-4500 SpectraCal Joshua Quain joshua@spectracal.com +1 425 471 3003