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AFM Magazine

AFM Magazine


What Next?

Technology seems to be moving faster than the speed of light
by: Rex Lardner
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Jim Emery remembers many things during his career: a college football player at Ohio Wesleyan University, a graduate assistant, recruiting coordinator, college coach, mentor of many varied club football teams in Italy, and now, COO of Digital Scout, one of the software companies that helps football coaches at all levels prepare for their next opponent.

“I coached in Italy for a good part of 18 years and saw a range of kids and adults competing in the sport,” said Emery. “The ages were from about 18 to 37. They were all shapes and sizes but one point bonded all of them: they had a passion for the game and knew that preparation and fundamentals were the essence of the game. It really is the same in both coaching and the business world. The bells and whistles of today’s technology may change but adhering to fundamentals and preparation are the keys to success.”

That is the essence of Digital Scout: a software system for coaches in the 21st century or advances in technology to make their lives easier. Over the past 25 years scouting reports have not changed even though improvements in technology have. Another software company, Coach’s Office, believes coaches themselves are becoming more technologically savvy. “Some coaches, even a Jon Gruden, are old school types but once the coach sees the integration of all the functions today’s products can perform with multiple applications, it gets his attention, “ says Coach’s Office CEO Stan Webber.

Now, editing equipment is specifically designed to cut back time in breaking down tape so a coach can spend more time with what his top priority is: prepare for next week’s game. “Basically, coaches want tape of the game,” said Mike Bokulich, President of U. S. Sports Video. “Acquisition, viewing, and editing are the keys. Coaches want to have an ease of operation and be able to save time to design playbooks and work on the X’s and O’s.”

Coaches at virtually every level-from high school to the NFL-are using some portion of editing equipment today. Years ago 16mm film made way for tape and now advances have been rapid in editing technology. It is not uncommon for a high school, college, or professional head coach have his video coordinator-along with his assistants-spend hours breaking down game tape, distribute to both assistants and position coaches, and then dedicate his time to game preparation. The Video Coordinator, in addition to breaking down game tape, will also be on the lookout for game tendencies and nuances that could make a difference in the game’s outcome.

There have been advances, technologically, in forms of software and editing equipment on a continuous basis but it’s become almost a full-time job to keep up with the changes. “The need and demands of coaches at all levels have changed over the years,” commented Ron Wojcicki, LRS Sports’ Director of Marketing. “In the early stages of our company’s development, an education process was necessary for most coaches. They were aware of our services and that our equipment would help them facilitate game tape breakdown but demonstrations became necessary so they could see how it all came together.”

Chris Thompson of Digital Sports Video offered this comment on the education process for coaches:``They (the coaches) are certainly becoming more and more efficient...they are always looking for simplification. A key element for all of us in the business is to keep it simple for those involved whether it be tape of opponents games, a recruiting highlight video or even a self-evaluation tape for an individual player.”

FINDING THE RIGHT SYSTEM FOR YOU:

Most high school or college coaches have editing equipment at their respective school. If the coach doesn’t, or is in the process of purchasing the latest technology, here’s a listing of some suggestions and questions he should ask in finding the right system for his purposes:

1. Take time and review as many companies as possible on the internet-many will have actual video demonstrations with a wide range of prices

2. Ask if the product can be customized to fit your specific needs

3. If the system has scouting software incorporated, ask about what types of reports are available

4. What is the company’s policy about upgrades? Is there a cost involved?

5. Is there a warranty? For how long?

6. Is it easy to edit the ‘ins’ and ‘outs’ of various plays?

7. Are the video and data integrated?

8. If you need to get hold of some one, will there be technical support provided? What hours?

On this last point, most services know that they must have staff available at all hours to answer or interpret a coach’s question. “ Our system is easy to use and customized for the high school or college coach, “ says Dan Policy, Managing Partner of Pro Scout Video. “However, we know how important technical support is and we have some one available 24/7.”

Another issue for every coach is cost and how quickly existing systems become obsolete. Most digital editing systems include upgrades as a matter of policy. Most software and digital video equipment is either bought directly from the manufacturer through an 800 number or on-line. Digital editing equipment could start as low as $2,000 and spiral upwards, depending on budget, services, and customization. More customized and sophisticated technology for a college program could go to six figures but includes multiple variations of work stations and storage facilities. “Our customer base is now at 16,000,”says Bruce Williams, President of BS Software.” But we provide services for Pop Warner Leagues, high schools, college programs and the NFL-each is different in their specific needs.”

WILL IT HELP ME WIN?

The real question each coach needs to ask is, “ How will this digital editing system help me win games?” After all, that’s the bottom line. Here’s some additional criteria you should ask before the decision on which product to buy is made:

• How easy is it to use?
• Will it give you everything you need?
• What is the reputation of the company?
• If you need help will they be around?
• Who do I go to for technical support?

Most companies when asked to respond to the questions posed from a coach, “How can I win more games?” the standard response is that by using our brand of digital editing equipment you’ll be better prepared to play the next game; you and your opponent will be scouted thoroughly with both video reports and statistical data. Speed will be a factor as you’ll save time and have the ability to make tapes for your individual players.

While they may look the same, some offer different features and applications and it’s important to look at as many systems as possible. Wojcicki of LRS Sports software offers this analogy:`` When you’re on the road you can rent any different type of car. They all have different climate control settings as you get in and look around the car you’re renting. It takes a while to understand the system but you get a feel for it after you’ve looked at and experimented with all the buttons. Each has a different feel and touch. The same thing is somewhat true with video digital editing systems-they’re all somewhat different; it just takes time to get used to the one you’re using.”

The world of video editing technology for football coaches has developed its own terminology. In working with VHS tapes, often the word ‘linear’ is used. It refers to a sequence of plays following each other. Organizing video clips on your computer, however, in the order you wish to have them follow is referred to as non-linear or digital. Most equipment today is available in digital so a coach can arrange the order of a play sequence that fits his overall purpose. Many companies offer sophisticated linear systems that based on budgets and overall need may fit what a coach wants.

With digital editing systems, a coach can now save or store actual game footage on computer hard drives. Consequently, a specific sequence of plays can be called up that needs to be seen by the defensive backs coach or a special teams coach. The entire concept of VIDEO editing is to save the coaching staff time. Not only is the actual play time reduced from 60 minutes to between 20 and 25 minutes, but individual plays are grouped together so less time is wasted. Efficiency and time management is the key.

“The benefit for the coaches is enormous,” said Product Manager Robert Giddens of Webb Electronics. “Computerized video and statistical game analysis helps every coach. Part of the benefit of our products is the interaction-coach and equipment. The coach is able to control the remote, operate it back and forth as he needs to see specific video. It certainly has become a more efficient use of his time.”

CONSULTANTS

One untapped key in the entire process may be the use of sales consultants. Although their goal is obviously to promote specific products, many have been trained to understand both the terminology of their product as well as the range of services. The pro-active sales rep can help a coach in a number of ways:

• Explain the overall terminology of today’s advances in the field.
• Analyze what product is best suited for a coach’s specific needs.
• Break down overall prices as well as the status of on-going parts down the road.

THE PRICE IS RIGHT

Getting the right price is key; there’s no time-tested panacea except for due diligence, referrals, and research on the internet. According to Austin Jackson, Account Manager for the Southeast Region for Coachcomm, overall pricing for systems is moving downward. “Because many systems have been around for a while the pricing structure is more attainable for a high school coach than ever before,” says Jackson. After talking to some of the top companies in the football industry, we were able to find some of the best secrets to getting the best technology at the most affordable price:

1. Research the internet: many companies have actual demonstrations on-line that not only explain their products and what’s offered, but also what’s not offered.

2. Know your price and how far you can go-you may like a system that works for you, but may be cost prohibitive and won’t work within your budget.

3. Before you make a final decision, find out if there’s a technician available for you on call. If you need a question answered, it’s important to know that someone will be there to help.

Most digital systems allow you to group plays by formation, location, down, and distance. What separates many of the systems is how easy it is to group plays together and in what form. Many coaches don’t want to spend a lot of time in front of computers; consequently, it is important for the buyer to find out if the hardware is from a reputable source, will support be provided, and what is the length of the warranty.

While there is no best time to buy, many companies feel spring and early summer is the optimum time to buy for two reasons: the coaching staff will have the time to understand the specific product, educate themselves, and be ready come fall to operate the system. Secondly, time constraints out-of-season will make it easier to learn and operate the system.

Technology is an on-going process with today’s product being obsolete tomorrow. “While technology will continue to advance,” says Emery of Digital Scout “the same rules still apply to our business as in coaching: the fundamentals of equipment must be there-just like in the game itself-so that preparation becomes and remains the key element to success.”






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