4 www.stadiaworld.com DIGITAL DISPLAYS INDUSTRY REPORT: LED DISPLAYS When it comes to video walls and video cubes, they will inevitably be produced by Chinese manufacturers. Specific expertise and services are required for consultation and installation in sports facilities. This is where European companies demonstrate their special know-how and quality of service, as interface between the global market and local requirement profiles. During the past few years, the area per stadium, just like the pixel resolution of the devices, has increased considerably in the course of ongoing new installations – within the scope of possibilities which the cramped football stadiums allow. But in comparison: in the new Tottenham Hotspur stadium in London alone, US market leader Daktronics has installed video displays covering an area of 1,030m². Several hundred displays covering up to more than 1,000m² per installation is now more or less standard in the USA. This does not yet depict the role that the sports sector of the LED industry in Europe plays in a global context. But the trend is plain to see. And if you look beyond the sports sector, it also looks pretty much the same in our part of the world. Huge digital advertising screens and info boards, such as those which dominate the look of whole city districts in Asia and the USA, are hardly to be seen here. Other conventions and viewing habits constitute some of the reasons for this. In Germany the advertising industry can consider itself lucky to be allowed to install 5 m² displays in public places from time to time. Europe is not the hub of the world for LED manufacturers. The sports stadium niche market can indeed be prestigious if you are involved in lighthouse projects. However, market volume is limited when viewed in global proportions. CHINA SETS THE PACE The heart of the LED industry and one of the world’s high tech centres is the “boom town” and special economic zone Shenzhen in South China, located in close proximity to Hong Kong, with 12 million inhabitants. A large proportion of the global production of LED components is located here, along with the companies specialised in visual media. So it almost goes without saying that the bulk of this production has its most important market on the doorstep, and companies thus align themselves accordingly. But almost the whole production of LED displays used in Europe is located here too. This means that European suppliers are practically obliged to maintain a presence in Shenzhen in one way or another. By all accounts, European engineers have a good reputation here, and their opinions are valued when it comes to innovations and optimisations. Thus one of the advantages of having access to the Chinese production plants is also already being able to get a glimpse of prototypes and new devices which are not yet on the market. Nevertheless, we have to get rid of the preconception of sub-standard imported goods. Those who know the local industry emphasise that you can get just about everything in Shenzhen – from distinctly dubious mass-produced goods, via dependable medium quality products up to genuine top class products from select production workshops. And all these to respectively fair prices. But even recognised LED experts can lose their bearings in the bustle of Shenzhen – both geographically and technically. Because you cannot tell right away if any of the products come up to the expected quality standards. This often only becomes apparent when you open the rear side or after many hours of operation. To create a favourable bargaining position, it is best to purchase the largest possible quantities, which can become a
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