Acronyms: Confusing the Customer

The topic of confusing acronyms came up in a meeting yesterday, and got me thinking about the CE industry and the product sale. It's obvious that a salesperson should "dumb things down" in order to make sure the customer doesn't stare at him like a deer in headlights. But how many CE-related acronyms do we unknowingly take for granted that the average customer understands?

"HD" is the most common. You'd think by now that everyone under the sun knows what "HD" stands for, but the truth is that some don't. Then there's "PVR" or "DVR". The other day, a friend of mine asked me what "SLR" stood for because she had no idea.

Keep in mind that the actual words might not be important to know as long as the customer understands what you're describing. For example, as long as he knows that an LCD is a flat-screen TV, or a DVD is a circular disc that plays movies, then the actual term isn't 100% necessary. Two other examples: JPEG and MP3. No one really needs to know what they stand for as long as they understand what the terms are in reference to. But then there are others. "Who's your ISP?" a retailer might ask a stunned mother of three. "Huh?"

There's a simple way to avoid this: just use the words! Acronyms are meant to shorten sentences and simplify language for people who understand them. If the person doesn't, acronyms only make things more difficult. And that's the key. It could be a really simple word, but using the acronym might mistakenly intimidate someone, and make him think it means more than it is. So rather than say JPEG, just say "a type of digital image called JPEG", or even simply "photo". (The exact terminology will, of course, depend on the context).

It's important to note that you should always know your audience. If you're sitting among a group of CE industry members, well, you're pretty safe to follow the anything goes policy. But at a family dinner, you might want to go light on the alphabet soup.

With that said, for anyone who is interested in the meaning behind the acronyms noted above, here they are (along with a few others you might commonly hear or read about thrown in for good measure):

HD: High Definition. Basically, this refers to the resolution of a TV.

PVR: Personal Video Recorder. This is a device that has a built-in hard drive on which you can record TV programming.

DVR: Digital Video Recorder. Same as above, although the term DVR might be better suited toward a device that is separate from your cable or satellite TV box. For example, TiVo is a great example of a DVR. A set-top box from Bell TV that has recording functionality built right into it is probably better referred to as a PVR. The terms really are interchangeble in my books, though.

SLR: Single Lens Reflex. These are those big (although increasingly getting smaller) digital cameras that have interchangeable lens.

LCD: Liquid Crystal Display. This is a type of display, and refers to the process in which it's made and operates. While LCD can be used to describe anything from your cell phone's screen to that of a calculator, it's most commonly used in this industry to describe flat-panel TVs.

JPEG: Joint Photographic Experts Group. This just refers to the type of compression used in digital images that bear this extension (e.g. blog.jpg). It's the most common photo file type out there.

MP3: Moving Picture Experts Group Layer-3 Audio. Similar to JPEG, this is a type of compression for audio files. As with JPEG, it's arguably the most popular file type.

ISP: Internet Service Provider. This refers to the company that provides your Internet service. For example, Rogers, Videotron, or Bell.

VoIP: Voice Over Internet Protocol. This is a type of communication that lets you make voice calls using the Internet rather than a landline phone connection.

USB: Universal Serial Bus. This is a universal method of connecting a variety of portable devices. If you own a laptop, you'll probably see a couple of USB ports (small and slighty square-shaped) where you can plug in everything from a digital camera to an MP3 player. In the mobile phone industry, mini USB (a smaller version) is quickly becoming a standard as well.

GUI: Graphical User Interface. This one, usually actually spoken as "goo-ee", is the graphical menu that pops up on a device, whether it be a PC, touch-pad control, or TV. The term is most typically used, however, to describe the guide that appears on your TV when you're searching for programs via cable or satellite TV.

Feel free to add your own in the comments section below!

HDTV: Who Knew Football Was SO Powerful?

The RetailBRIDGE cites a study that claims 5.5 million U.S. TV viewers purchased HDTVs during the holiday season and football's Superbowl in February 2008. To put this number in perspective, 28 million U.S. households in total own HDTVs. This means that 20% of the current HDTV population in the U.S. jumped on board during the Christmas season and Superbowl timeframe. Wow!

There are obviously other factors that come into play here: amazingly low prices during those few months (and even still today!), the upcoming FCC transition to all-digital TV, and growing consumer knowledge about HDTV overall. But a major surge in sales during those 3 months is great news for the industry; and just reinforces the importance of the holidays and sports. It's incredible when you think just how important gift-giving and sporting events are to the CE business.

The study, which was conducted by Frank N. Magid Associates, reports that one-quarter of the U.S. population now owns an HDTV; and almost 10 million homes now have at least two HDTVs. 30 million Americans say they plan to buy an HDTV this year, and virtually all of them say they'll go HD.

As more and more consumers begin to understand HDTV, and the sources that are required to obtain content, the format is poised for major growth. When will we reach 100% penetration? Judging from the way things are going now, I think we'll get pretty darned close by 2009.

For those who aren't familiar with how to get HD, here's a quick recap of the requirements:

1) Buy an high-definition TV (720p, 1080i, or 1080p, with the latter being the "best" quality possible; but all three technically representing HD-quality)

2) Buy an HD source, like a cable or satellite set-top box, Blu-ray disc player, or Sony PlayStation 3.

3) To access high-definition programming via cable or satellite TV, contact your provider and subscribe to the high-definition channels you want. In most cases, the provider should have some sort of HD add-on pack that includes most, if not all, of the available high-def channels. If you want to watch a high-definition DVD, you must buy a Blu-ray disc and play it back in a Blu-ray player. If you buy a standard DVD movie, it will not become high-definition if you play it back in your Blu-ray player; although it will be upscaled to a better quality image.

That's it, and you're off to enjoying HD content in all its glory!

The Uninformed Person's Guide to Getting HDTV (Apparently, We Still Need This!)

A Canadian industry member recently told me that retailers are experiencing an increase in the returns of HDTVs. This reportedly isn't because flat-panel displays aren't up to snuff, or content isn't available: in fact, HDTVs are looking the best they ever have, and there's more HD content available than ever! The problem is that apparently, the average consumer still doesn't understand how to get HD content. Are you for real? I had to ask. Unfortunately, he was. Consumers, he said, are disappointed with the image quality when they plug in their units, and frustrated when they find out they aren't instantly getting HD.

That said, let's go through the basic "idiot's guide to getting HDTV". Step 1: Buy a high-def flat-panel TV. It will be labeled 720p, 1080i, or 1080p; or it should just say high-def on the spec card in the store. To make your life easy, just ask an available salesperson to help you. You're one step closer. If you plug this TV into your regular cable or satellite box, you'll get, you guessed it, regular cable or satellite. A high-def image will not magically appear. I know, it sounds like a fantastic idea - why not? We'll get to that point at some time in the future, I'm sure. For now, HD is a step up from standard TV, so logically, it will require additional equipment to obtain.

Step 2: call your cable/satellite service provider and ask for a high-definition set-top box. Most will have more than one choice, one of which is likely a PVR (Personal Video Recorder) that will let you record TV content right onto its hard drive, which you can then view any time you like. I'd highly recommend one of these if you're a heavy TV watcher; or often not home or available when your favourite shows are on. But that's besides the point. Once you know which HD box you want, order it. Then replace your old, standard definition box with this one (usually, the provider will send a technician to swap them out for you).

Step 3: As much as you'd like, having the box and the TV still doesn't instantly get you high-def: you need to subscribe to access it. Call your service provider, or visit its Website, and find a channel package that includes that provider's available high-definition channels. Basic cable won't cut it. Remember, even when you order high-def, only certain networks and certain programming are currently available in HD. For instance, Rogers Cable has about 36 available HD channels. Bell ExpressVu has more than 50. Some providers might give you a few of these for free upon purchase/rental of an HD set-top box. But in the end, you'll need to subscribe to an upgraded channel package to get all the ones you want permanently added to your daily listings.

Once these three steps have been followed, you're all set. Now you can get HDTV. All of the HD channels should be lumped together in your on-screen guide, and "HD" should be somewhere in the name so you know which ones they are. If you're not sure, check online or in the brochure you likely received with purchase/rental, and you should be able to find everything you need to know.

The whole process sounds more difficult than it really is. It's a simple concept that can be likened to buying a cup of coffee. You can buy the cup and pour the java in, but that doesn't make it a latte. If you want a latte, you have to order a latte. Starbucks, Second Cup, or wherever you go will mix up the glorious concoction for you, and charge you accordingly. But you can't order a coffee and expect a latte; despite the fact that all the basic ingredients are there.

It's unfortunate to know that salespeople still need to explain this. But if you want to ensure there are no product returns, I'd suggest explaining these three steps to your customer before he walks out the door with his fancy new TV. If it turns out he's an informed customer, laugh it off and tell him this story. If he's an uninformed one, you may have just saved yourself (and him!) a lot of time and money.

Adobe Makes Moviestar

High-definition video isn’t just for your TV screen: Adobe now hopes to bring it to the ‘net via an upcoming version of its popular Flash Player that will use the H.264 video standard to stream high definition-quality video on Websites like YouTube.

Cleverly codenamed “Moviestar”, the upgrade for Adobe Flash Player 9 will offer, in addition to higher quality video, things like more enhanced full-screen playback. It could also serve as a stepping stone toward better quality video playback on portable devices that are compatible with the H.264 video format. Audio upgrades will include added support for High Efficiency AAC (HE-AAC).

I can absolutely see IT nuts connecting their PCs to large-screen flat-panel displays, then watching streaming video over the ‘net while curled up on the couch or in bed. I'm not saying such an activity would take over regular TV/movie watching, but can you imagine being able to pick and choose specific news broadcasts from a network’s Website, then watching them in high-definition on a large-screen TV; or even a widescreen PC monitor? This move is just one more in the direction toward the merging of the consumer electronics and information technology worlds.

Moviestar is currently available in the beta testing stage at http://labs.adobe.com/, and the full version is scheduled to be available by the fall.

Paramount Abandons Blu-ray for HD DVD

Will the latest decision in the high-definition DVD format war finally tip the scales? It’s a doozie: Paramount Pictures has opted to go the way of HD DVD, leaving Blu-ray high and dry, and giving HD DVD another notch in its belt.

This could represent a big blow to the Blu-ray format: Paramount distributes movies from a number of big names: DreamWorks Pictures, Paramount Vantage, Nickelodeon Movies, and MTV Films, as well as movies from DreamWorks Animation, which are distributed by Paramount Home Entertainment, and, of course, Paramount Pictures. The first titles under this exclusive partnership are highly-anticipated releases: Blades of Glory (with funnyman Will Ferrell); Transformers; and Shrek the Third.

Paramount has, up until now, been one of a few studios to back both formats: the only studio remaining in such a position is Warner. Additionally, HD DVD has support from Universal, HBO, and New Line Home Entertainment, plus software support from HP, Intel, and Microsoft, and hardware support from companies like Toshiba and Onkyo. The rumour mill has also recently been pointing toward the North American adult film industry leaning toward HD DVD as its format of choice. However, this isn't to say that Blu-ray support is suffering: the format has plenty of big names behind it, including Disney, Fox, Sony, Lionsgate, and MGM, plus a slew of hardware manufacturers, like Samsung, Sony, and Hitachi, the latter of which just introduced the world’s first high-definition Blu-ray camcorder.

On the retail side, decisions have been just as evenly skewed: in the U.S., Blockbuster announced that it would sell movies in both formats, but only rent in Blu-ray (this was later confirmed to not be the case in Canada); while Wal-Mart said it would add low-cost HD DVD players to its mix. Most recently, Target (often pronounced by humorous Canucks as “tar-jhay”) said it would offer Sony Blu-ray players exclusively this holiday season, although it would continue to offer software titles in both formats.

It looks to me that, although companies are one by one taking sides (whether via open admittance, or a subtle indication of which way they might, or might not, be leaning), the scales remain pretty much evenly weighted. Sure, each week, something happens to tip it ever so slightly one way, but I think we’re still far from a clear winner in this race.

Sex Sells….HD DVD

The rumour mill is buzzing that the adult film industry has opted for the HD DVD high-definition format, leading many to speculate that this could be the deciding factor in the high-definition format war.

Many may recall that, around the time of the International Consumer Electronics Show in Las Vegas (January), word on the street was that adult film folks were leaning toward the Blu-ray format. Supposedly, the change of heart was brought on by Sony, a driving force in the Blu-ray format, being opposed to associating with adult content. Another possible reason is price: HD DVD is reportedly cheaper to produce. Not to mention that, with the HD DVD format, adult film makers will have the opportunity to make discs in the “twin” format, with HD DVD and standard DVD versions on the same side (albeit likely more expensively than a single-sided Blu-ray Disc, but still less expensive than a separate high-definition disc and a standard-definition disc).

The adult film industry might seem like small potatoes when compared to “regular” movies, but you’d be surprised at the power it could hold in this format war: porn is a billion-dollar industry, and many claim that adult films actually outsell regular movie sales! Meanwhile, back in the 1970s, the porn industry’s decision to utilize the VHS format played a major role in VHS prevailing over Betamax.

The pendulum has been swinging back and forth between Blu-ray and HD DVD over the past year, with Blu-ray always appearing to be one step ahead in the race. In the U.S., Blockbuster announced that, while it would still carry HD DVD in its stores, it would only rent movies in the Blu-ray format, citing customer choice as the driving factor toward this decision. Research firm Parks Associates reported last month that Blu-ray is the front runner in the U.S., when taking both set-top boxes and gaming consoles into consideration. And of course when it comes to studio backing, Blu-ray leads the pack with support from more movie studios, while HD DVD titles are only available from Universal, Paramount, and Warner.

If the adult film industry goes HD DVD, will others follow; and will this spell an eventual win for the HD DVD format? Or will this just put a dent in Blu-ray’s perceived lead, and prolong the war? An even more important question: what advantage is there for the adult film industry to produce films in high-definition at all? Don’t get me wrong, I’m all for technological advancement in any sense. But if TV actors are nervous about HD showing their every wrinkle and blemish, imagine how adult film actors must feel!

Blockbuster Backs Blu-ray

The high-definition DVD format war persists, with no clear winner in sight (of course, this is depending on who you ask!) But we’re finally seeing retailers put their foot down, and choose one format over the other. In the case of Blockbuster, it has decided to put all of its eggs in the Blu-ray basket.

Well, not entirely: the movie/video game rental chain says it will still carry HD DVD in its U.S. stores, but will only rent movies in the Blu-ray format. According to BBC News, Blockbuster observed that its customers chose Blu-ray over HD DVD in stores where both formats were available. No exact figures were cited, but it's obvious by Blockbuster's choice to go Blu-ray all the way that it was by a significant enough margin.

This could be attributed to many factors: more choice in Blu-ray movies is one. Blu-ray has the support of seven of the eight major studios; whereas HD DVD only has three. However, the HD DVD format has support from many in the PC arena, like Microsoft, HP, and Intel.

Blu-ray has also had better luck with recent releases: the two huge blockbuster titles (no pun intended) as of late, Spiderman (Sony Pictures) and Casino Royale (MGM), are only available in HD in the Blu-ray format.

PlayStation 3 might also play a significant role: I wonder how many of those rented Blockbuster movies are being played back on a family PS3, and not a dedicated Blu-ray player? (Then again, the competing Xbox 360 console also has an HD DVD add-on option, so this might be a moot point).

On the HD DVD side, retail giant Wal-Mart said back in April that it would introduce “low-cost” HD DVD players to its U.S. stores by the end of the year, which led many to assume that Wal-Mart had made its choice. (A representative from Wal-Mart Canada confirmed that the retailer woud continue to carry both formats in Canada).

What do I think? When it comes down to it, it’s the movie titles that matter. Who wants a fantastic, high-definition player if you can’t use it to watch the movies you want? However, on the flip side, another important factor is price, and Blu-ray players have been much more expensive than HD DVD players; in many cases, by a significant margin. With “low-cost” players being introduced in Wal-Mart, a whole new ballgame could begin.

Who will win the format war? Some say it’s too soon to make a choice between the two. After all, they haven’t been on store shelves for that long. But on the other hand, how long can they co-exist without frustrating customers to no end? Only time will tell.