Call it distribution TV. Electronics distributors are increasingly using video to assist their customers.
Distributors aren't the only members of the supply chain to use video, but they do hold a unique position in the industry hierarchy. They represent a wide range of products from hundreds of component suppliers. Part of the channel's job is to understand how these products interact. Video presents the opportunity to show -- as well as tell -- how things are put together.
The catalog distributor element14 has assembled all its video offerings in one place, element14 TV. "Within our community, we see a lot of video content posted, and we've seen the popularity of video skyrocket," Diane Kibbey, global head of community and e-procurement for element14, told us. "We've assembled it so users have a single place to go and to view all the video content we have available."
Element14 is a sponsor of the Ben Heck Show, which features the hobbyist Ben Heckendorn building his creations. The Internet TV show has been a big draw for element14, which recently launched the A Day In the Life of an Engineer video series.
"Ben Heck building his designs has really resonated with our customers," says Kibbey. "We think the level of detail available in video is more interesting than just a lot of dry product detail. We've also seen that personality -- enthusiasm, humor -- is better than looking at a white board or a PowerPoint presentation."
Distributors and suppliers have been using video for product training, design and assembly demonstrations, and marketing programs. Element14 sees its offering as complementary to the other content it has available on its site, ranging from product datasheets to the embedded design site the knode.
"We want to give customers the choice of how they want to engage with us," says Kibbey. "Sometimes it's written, as with datasheets, but it can also be entertaining. We want to take whatever our customers are interested in and make it easy for them to find it."
Barbara, most of the distribution channels are attaching video clips along with the brochure. This video clips can provide a 2D or 3D view of the components or objects. Dimension is very important aspect in selecting the components for PCB. Moreover videos can provide a better realistic looks also.
I think video is an effective means of communication information and certainly much better than text. However, video is still one-dimensional where there is limited interaction with the user. The next level in this can be a technology which could be more interactive with the end-user. This could be in the form of a virtual 3D store where the user is able to browse products of their choice, get 3D views of them, and watch videos. This should certainly improve the experience.
I watched some tech videos and its pretty impressive to know technology behind the products than just knowing the specs and specifications. I do not know whether an executive telling about the product would make a huge difference but a tech expert would for sure make a difference.
Haven't had a chance to view many of these videos yet, but this is an interetsing way to promote technology products. I'll be doing some more exploring at Element14.
I remember seeing an engineering VP from Linear Tech doing a demo of some new chips by video blog and it came across very well. The viewer is led to believe the parts are good and the senior managers really know what they are doing.....great stuff.
I've been dragged kicking and screaming into video myself (recording, not watching) but from what I've seen on several sites, it's a lot more fun than reading datasheets!
Thanks for very interesting and useful information. This is equally helpful to novice and professional. More semiconductor manufacturers should join in this effort.
@maio8a You bring up video comments. I haven't seen them used much, though I have seen them on other boards. Other boards also use video to present v-blogs on a regular basis. I do see more and more videos online to convey information in the style of short news reports with clips. Personally, I still prefer text because I can read the info faster than the video plays. But some people really like the combination of pictures and voice.
EBN Dialogue enables and encourages you to participate in live chats with notable leaders and luminaries. Not only editors and journalists, but the entire EBN community is able to comment and ask questions. Listed below are upcoming and archived chats.
Archived Dialogues
Thailand Stages a Comeback Join EBN contributor Jennifer Baljko on Thursday August 23, 2012, at 11:00 a.m. EST for a live chat on how electronic manufacturers in Thailand have shored up their supply chain to reduce the impact of future natural disasters.
Euro-Crisis: What It Means for High-Tech Firms Join EBN Editor in Chief Bolaji Ojo and Contributing Editor Jennifer Baljko on Thursday, July 12, at 10:00 a.m. EDT for a Live Chat on high-tech and Europe's economic difficulties.
Microsoft Surface: Potential Winners & Losers What are the implications for the electronics industry supply chain of Microsoft Corp.'s decision to launch its own tablet PC? Join industry veteran and EE Times' systems and OEM expert Rick Merritt on Tuesday, July 3, at 12:00 pm EDT for a Live Chat on this subject.
Join EBN contributor Jennifer Baljko on Thursday August 23, 2012, at 11:00 a.m. EST for a live chat on how electronic manufacturers in Thailand have shored up their supply chain to reduce the impact of future natural disasters.
Peter Drucker famously said "Trying to predict the future is like trying to drive down a country road at night with no lights while looking out the back window." Yet in the razor's-edge world of electronics—with a lean supply chain and just-in-time demands—the need to know the future is vital.
While no one really can accurately predict the future, we can take guidance from another Drucker saying which is the best way to predict the future is to create it.
You've heard the saying "the No. 1 supply chain risk is your people." That hasn't always been the case. But today's complex global supply chain requires a new type of multitalented employee. It's one who understands, finance, marketing, economics, is savvy with technology, graceful with relationships and can think analytically.
Where are these people? Are universities properly preparing the next generation supply chain professionals? How do train your existing workforce for these new, demanding positions?
Brian Fuller, editor-in-chief of EBN, will lead a 60-minute Avnet Velocity panel discussion that will ask and answer these and other questions swirling around today's supply-chain talent challenges.
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