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Urgent! Get Certified or Be Left Behind!
January 4, 2008
Where are thousands of independent specialists? Are we abdicating this opportunity?
Dealers wishing to participate in the DTV set top box (STB) coupon program must apply for certification by contacting the National Telecommunications and Information Administration (NTIA) by March 31, 2008. Yes, that’s right, March 31, 2008 -- less than 90-days from today. Although the analog signal cut-off date isn’t until February 2009, the real urgency is now. After March 31, dealers who don’t get certified will not be able to redeem their customers’ $40 DTV converter box coupons.
The NTIA recently published a list of certified dealers that have agreed to redeem coupons toward the purchase of Coupon-Eligible Converter Boxes (CECBs). As of Dec. 11, 2007 there were approximately 115 dealers in the U.S. representing 14,000 qualified redemption locations. Of the 14,000 government certified CE outlets on this list, only 150 are independent dealer locations. The bulk of the 14,000 government certified outlets are represented by companies like RadioShack, Best Buy, Circuit City, Target and Wal-Mart.
I am concerned that many independent specialists don’t know about the certification deadline. RadioShack and Best Buy have partnered with NTIA to craft the rules and regulations, which leads me to believe that the March 31 deadline gives mass merchants a tremendous advantage. Why is the deadline March 31, 2008 when most CE dealers will never have even seen a CECB coupon by that date?
In addition, I suspect some independent specialists assume that they will not be in the business of redeeming coupons; that their clients are wealthy and really do not care about the $40 set top box. I beg to differ. The independent specialist must continue to be the local expert and provide the necessary guidance when the consumer is confused, and believe me, they will be confused. Notice how many HDTVs are in U.S. homes right now without benefit of a digital signal. Do your own parents know if their TVs will work in March of 2009?
The independent specialist should remain the bastion of knowledge and professionalism, and losing the CECB opportunity forfeits this position. The government and CECB manufacturing community will be publishing lists of coupon redemption outlets. Do not let your hard earned customers learn from the Internet that the mass merchant will provide them with the necessary DTV education. As further incentive, our government is spending $1.5 billion dollars on this program. Although the independent specialist may never actually redeem a coupon (preferring to provide a better solution), we still need to position ourselves as the expert and most knowledgeable resource in our respective communities.
Do yourself a favor and visit http://www.ntiadtv.gov today.
Jeannette Howe is the Executive Director of Specialty Electronics Nationwide, the buying group. To learn more about Specialty Electronics Nationwide and its many benefits, please contact her at 949/369-6402 or jeannette.howe@mindspring.com.
Posted by Jeannette Howe on January 4, 2008 | Comments (1)
