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HD rollabout
for telepresence
electra
…like a folded piece of paper with video conferencing inside…
Electra is the new
HD rollabout
for telepresence
Top of the line for Aethra,
it has been designed by
Michele De Lucchi,
leading Italian designer.
Cutting-edge technology
without compromising
on elegance, for the new
generation of integrated
videocommunication systems.
When technology
meets design
electra
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About Aethra
Leader in the global telecommunications
market, Aethra develops, manufactures
and markets a wide range of systems and
solutions in more than 65 countries.
Thanks to its innovation-based strategy
and the know how gained from 35 years
in the telecommunication market, today
Aethra is one of the main international players
in the videocommunication market, providing
its systems to companies, banks and
multinational corporations all over the world.
Aethra received the international award
“Videoconferencing Company of the Year
2006” (from Videoconferencing Insight,
January 2007). Aethra’s growth is due to strong
investment in R&D, to an accurate selection
of its partners and to a continuous expansion
on the international market, combined
with the development of high quality and
innovation- based technology.
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Solutions, services and products
Aethra designs, develops and manufactures
products and solutions of excellence and
professional services for telecommunications
and videocommunication.
Excellence represents the heart of what Aethra
is and does both now and in the future:
• in technology, with ever-continuing
innovation and undisputed quality;
• in Italian design, with an internationally
recognisable style;
• in partner and client relations based on
maximum transparency, communication
and responsibility;
• in the people who work towards the
company’s evolution day by day, who
contribute to its successes and grow with
it professionally.
Research and Development
The internal R&D department is the heart of
Aethra’s philosophy. The company invests every
year around 12% of revenues in research and
participation in international projects.
The role of development is to create high quality
cutting-edge products, compliant to international
standards. Aethra is active member and partner
of: IMTC, ITU, ETSI, IEEE, DSL Forum, GIIF.
Design
Harmonious elegance and style emphasize the
functional simplicity of innovative technology.
Detail and essential design underline a cutting-
edge product and its high technological content.
The new rollabouts designed by Michele De
Lucchi with Angelo Micheli and Philippe Nigro
testify to Aethra’s choice of excellence in design,
with an internationally renowed style.
Photo:
Ottorino De Lucchi
* Courtesy of aMDL
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Who is Michele De Lucchi*
Michele De Lucchi was born in 1951 in Ferrara
and graduated in architecture in Florence. His
professional work has always gone side-by-side
with a personal exploration of architecture,
design, technology and crafts. During the period
of radical and experimental architecture he was
a prominent figure in movements like Cavart,
Alchymia and Memphis. De Lucchi has designed
lamps and furniture for the most well-known
Italian and European companies. For Olivetti
he was Director of Design from 1992 to 2002
and he has elaborated various personal theories
on the evolution of the workplace. He has
developed experimental projects for Compaq
Computers, Philips, Siemens and Vitra.
His architectural designs have mainly been for
office buildings, in Japan for NTT, in Germany for
Deutsche Bank, in Switzerland for Novartis, and
in Italy for Enel, Olivetti, Piaggio, Poste Italiane,
Telecom Italia. In 1999 he was appointed to
renovate some of ENEL’s (the Italian Electricity
Company) power plants. For Deutsche Bank,
Deutsche Bundesbahn, Enel, Poste Italiane,
Telecom Italia, Banca Popolare di Lodi, Banca
Intesa, Intesa Sanpaolo and other Italian and
foreign banks he has collaborated on the
evolution of the corporate image, introducing
technical and aesthetic innovation into the
working environments.
He has taken care of numerous art and design
exhibitions and has planned buildings for
museums such as Triennale di Milano, Palazzo
delle Esposizioni di Roma and Neues Museum
Berlin. Selections of his products are exhibited
in the most important design Museums in
Europe, the United States and Japan. In 2000
he was appointed Officer of the Italian Republic
by President Ciampi, for services to design and
architecture. His Studio, aMDL s.r.l., has its
offices in Milan and Rome.
The aMDL office: experience, philosophy,
and the approach to the project
The aMDL office was set up many years ago,
thanks to the fusion of many different kinds
of expertise; first mine, then subsequently
the singular skills of my colleagues in
the areas of design, architecture, graphics,
and communication. This reflects my general
philosophy: to enable the aMDL office to
meet the requirements of a world in evolution,
in all its many aspects.
Undoubtedly, the most important professional
experience, which helped to form my way
of thinking, was in Olivetti. The architect at
Olivetti was responsible for the overall “value”
of the company’s image, and it was there that
I learned to take an interest in everything.
Today in the aMDL offices, we work mainly
on planning professional spaces, offices,
and all areas where productivity is of
the utmost importance.
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Looking beyond an individual’s area of
specialization, I would say that there are many
recurrent themes within our work that remain
constant. One of these is certainly mankind,
and the life of mankind that is constantly
transforming itself: it is impossible to create a table
or a computer or a printer if you don’t know how
it will be used, or when and why. In addition,
there are also more simple themes; for example
technology and craft, represented by the industrial
and the manual, repetitiveness and uniqueness.
We always see the same themes slowly evolving
as mankind’s sensibility evolves; and today we
are being steered towards a new view of nature
and the environment. This is what makes our
work interesting; having to think about real,
concrete objects, while at the same time having
to reflect on how the air and space that we live in is
evolving, and what changes the future may bring.
This is the job of design: to make technology
look beautiful, human, useful, practical,
necessary and fundamental for mankind and
today’s lifestyle - to solve the great problems of
our era. The Aethra rollabout is a perfect project
for us, with its combination of technology and
the environment. This is the really stimulating
part: the possibility to work on technology
surrounded by “air”, which is of course
the most precious of materials.
The challenge is to eliminate the clutter and
to make the space appear as pure, beautiful
and airy as possible. Aethra is very involved
in this process: in communication for example,
it has eliminated the encumbrance of
the means of transport, thereby generating
the ideal working conditions.
(Michele De Lucchi, 2007)
aMDL office
Milan
Ideal for medium and large conference rooms,
auditoriums, show rooms and meeting rooms,
it is becoming an increasingly indispensable
work tool. Communicate and cooperate
with colleagues, customers and partners,
overcoming distances, for strategic meetings or
operative working sessions, for distance learning
and quality control. For every multimedia
communication requirement, in your company
or organization, for groups of people.
Ideal for meetings and conferences, to add
value to your events and remote locations.
The system can be placed wherever you may
need to collaborate in an simple and effective
way. The small wheels on which it is mounted
allow it to be moved easily and to be adapted
to different environments - thanks to the rubber
wheels, movement is smooth and noiseless.
Besides flexibility, Electra stands out for the
modularity and the integration of an optimised
solution. It is a complete system, integrating in a
single cabinet a plasma screen, a High Definition
camera, a HD codec, and multiple interfaces,
allowing addition of further peripherals.
Thanks to an integrated MCU, it allows other
participants on different networks to connect
in multipoint videoconference, with the highest
versatility and interoperability.
The distinguished and elegant design, together
with the selected materials and the ergonomic
lines, enrich the cutting-edge technology.
Amplified speakerphones integrated in
the system provide a superior class audio,
while thanks to the powerful HD video every
What is a rollabout?
An elegant and professional solution
for videocommunication
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detail, however small, is transmitted on
the plasma screen. You can appreciate the
real performance of this next generation
videocommunication system by taking a look
at the expressions and gestures of the person
you are speaking to or the smallest parts of
a project or a product transmitted by camera.
The eye for detail regards not just the video
display, but also the location where the
videoconference takes place.
The Electra structure has been designed to
hide the unsightly cables connecting different
interfaces. The new elegant graphic interface
makes the system easy to configure and
manage, by overcoming technological barriers
and creating a technology that is user-friendly,
immediate and intuitive.
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The principles that guided the creation of
the new Aethra rollabout: Electra
Objects made from a combination of
technology and furnishings are perfect for
creating elements of design and architecture,
and unite the skills and the expertise of
industry with mankind’s desire to consume
space. The principles of the ‘Electra’ project are
fundamentally the elimination of clutter and the
creation of an object with a strong personality.
The elimination of clutter can be achieved in
two ways: firstly through minimalism, i.e. the
creation of an object which is as volumetrically
pure, simple and geometrically identifiable
as possible. And secondly through agility,
flexibility, mobility and practicality, i.e. an object
in which the function of all the components is
clear. Our aim was to create an object, which is
totally familiar, and which belongs to a world
of things we already know, because familiarity
with technology makes everything easier to
understand, more normal and more endearing.
(Michele De Lucchi, 2007)
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Flexible solution
Complete system with a 50” plasma monitor
on an attractive rollabout stand for meeting
rooms of any size.
Multiple network connectivity
Supports 768 kbps over ISDN BRI and 4 Mbps
over IP, as well as connections up to 2 Mbps
over ISDN PRI, or over leased lines (X.21, V.35,
RS449, G.703).
Multipoint conferencing
The built-in mixed mode MCU, with its
Continuous Presence feature, can connect
up to 9 sites with video or audio-only in
mixed mode. Convenient dial-out and dial-in
(Meet Me) configuration, easily enables
participants to join conferences in progress.
Wideband audio
The first system to support both 14-kHz (ITU
and ISO) wideband audio codecs adopted in
videoconferencing.
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Choose the colour of your Electra
On our web site www.aethra.com we offer
a dedicated area, where a variety of simulations
allow you to enjoy the pleasures of our stylish
design. Change the point of view, choose
the right colour for your location and magnify
the details to truly appreciate the attention to
materials and ergonomy.
Sorrento Lime White Ivory Grey Pearl
6 off-the-rack
colours
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Amaranto Navy Ebony
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Quality means care for details
(that are not a detail)
Electra is entirely assembled in Italy, almost
hand-crafted, to ensure attention to details.
A minimal and essential design, drawing
pure and ergonomic lines, highlights
the simplicity of shapes.An all-in-one system,
with a flexible configuration but without
additional external modules, simplifies and
clears spaces. When your location is neat and
stylish, it’s easier to work better and focus on
what is essential, your business.
The next generation technology is both user
friendly and working environment friendly.
more optional
colours
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Elegant leather coloured covers
The precious coverings in coloured leather
add elegance and prestige to your offices and
meeting rooms. You can choose between 6
basic colours, but you have also an unlimited
choice based on your requirements: just ask for
your customized colour, and your Electra will
perfectly fit to your location. Furthermore, if you
want to give a fresher or just a different image
to your offices and meeting rooms, you can
replace the leather cover. Covers can be easily
changed in just 10 minutes.
HIGH DEFINITION IS REAL. REAL LIFE
• High Definition is not just technology, it’s a
concept embracing Video, Voice and Content
aimed at evolving the way we communicate
while making videoconferencing a true real-
life experience.
• HD Videoconferencing is the perfect solution
in many fields: it cuts decisions-time and
involves your partners quickly and effectively.
HD offers a high-quality system with a very
rapid ROI (Return On Investment), while
greatly increasing productivity. On average,
it can take as few as 4 videoconferencing
sessions for the equipment to pay for itself
in terms of costs saved on travel expenses.
You can benefit even more from improved
efficiency investing in HD systems.
• Reduce costs and increase productivity, speed
up decision-making and shorten time to market,
improve one-to-one relations with customers
and partners. Find effective ways to achieve
these goals and you’ve met one of the most
important challenges facing businesses today.
To keep costs low and customer satisfaction
high, companies are increasingly employing
staff in loco to coordinate major markets
located far from the company base.
As a result, businesses often find themselves
juggling a network of remote workers
and struggling to communicate and
collaborate effectively. With High Definition
videoconferencing technology, it appears
the solution to remote face-to-face
communication has arrived.
• HD videocommunication allows the creation
of a professional communication network,
globally integrating audio, video and
data. Thanks to a telepresence effect, HD
videoconferencing is the ideal solution for
those meetings that can be an issue in terms of
time and costs. High Definition makes remote
meetings involving and engaging. Thanks to
high fidelity audio and video resolution, you
can view images without loosing any detail,
improving visual and acoustic perception as if
you were in the same room.
• HD broadens the traditional applications
of videocommunication: view graphs,
documents, projects and products in every
tiny detail, and benefit from non-verbal
communication, capturing every expression
and reaction, for the highest quality
communication.
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• HD is a new era in visual communication.
It is the natural evolution of traditional
videoconferencing systems: from 352 x 288
pixels (standard CIF format) to 1280 x720
pixels. In terms of mega pixels per image
that’s a shift from 0.101 in CIF to 0.922 in
HDTV: more than 9 times better!
Truly appreciate the difference at the optimal
1 Mbps, and see a significant improvement
in quality even at lower bandwidths.
• HD is the new generation video technology.
HD resolution is 9 times (9xCIF) the quality
of traditional videoconferencing systems.
True-to-size and high performance, it offers
high fidelity, clarity and efficiency, making
it an invaluable alternative to face-to-face
meetings. Thanks to wideband audio and
the life-like quality of High-Definition video,
participants can appreciate the true value
of body language and other forms of
non-verbal communication.
Welcome to the new era of High Definition videocommunication
EXPERIENCE TELEPRESENCE EFFECT FOR AUDIO AND VIDEO
Lights, shades, depth of images amplified by real sound effect
High Definition conferencing introduces
the “human factor” into videoconferencing
sessions and creates a more natural
environment, perfect for improving
interpersonal relations and increasing
productivity.
• To keep up with HD image processing,
very powerful and efficient codecs are
required. The latest widely adopted
video codec is the H.264, which is also
known as MPEG-4 part 10 and AVC
(Advanced Video Codec).
To give an overall feeling of “quality”,
wideband audio codecs (14kHz) have
also been coupled with HD images:
(ISO) Low Delay Advanced Audio Coding
(MPEG-4 AAC-LD)
(ITU) G.722.1 Annex C
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The High Definition camera
Superior level performance image capture.
Great for all the applications where detail is not a
detail. From a non verbal gesture to the smallest
object, experience the life-like resolution.
Quality of communication enhancing the quality
of collaboration and interaction.
An exclusive product
On the left side of the rollabout is a small card:
the Electra card, signed by “Michele De Lucchi
design” and numbered.
Tell everybody that your Electra is an unique
piece of art and design.
The back side of the rollabout
The box has been designed to include and hide
all cables, while supporting the structure.
The empty spaces allow insertion of new
modules (DVD recorder, Hard disk,... ) for new
functionalities, thus improving the flexibility
and the scalability of the system.
Aethra Companies
Aethra, Inc.
155 South Miami Avenue, Suite 300
Miami, FL 33130 USA
Tel.: +1.305.375.0010
Fax: +1.305.375.0655
Video ISDN: +1.305.577.3524
Video IP: 66.243.113.80
Email: [email protected]
Aethra México
Paseo de la Reforma 76, Despacho 701- C
Colonia Juárez, Delegación Cuauhtémoc,
C. P. 06600, México D. F.
Tel: + 52 55 5705 5574
Fax:+ 52 55 5546 5133
Email: [email protected]
Aethra Ameris Telecomunicações Ltda.
Avenida Paulista, 807 - 17° Andar - cj-1714
Cerqueira César 01311-915 São Paulo - SP BRAZIL
Tel./Fax: +55 11 3251 2565
Video: +55 11 3266 7969, +55 11 3284 7103,
+55 11 3284 4942
Email [email protected]
Aethra Technology Co. Ltd
1F, A Block, Tsinghua Hi-Tech Park
Shenzhen Hi-Tech Industrial North Area
518057 Nanshan District,
Shenzhen CHINA
Tel.: +86.755.26.03.00.01-6
Fax: +86.755.26.03.03.66
Video ISDN: +86.755.26.03.01.18
Email: [email protected]
Aethra Offices
Aethra - France
20, rue Jean Rostand
91893 Orsay Cedex FRANCE
Tel.: +33 1 69 33 10 79
Fax: +33 1 69 35 09 73
Video ISDN: +33 1 69 33 17 24
Video IP: 82.232.89.32
Email: [email protected]
Aethra - China
Beijing Global Trade Center Tower
B 2101, 36 North Third Ring East,
Dongcheng District,
Beijing, 100013 CHINA
Tel.: +86.58.25.65.35/36/37/38
Fax: +86.58.25.65.39
Video ISDN: +86.58.25.65.86/87
Video IP: 218.247.167.194
Email: [email protected]
Aethra - Shanghai
10H, Kaili Mansion
No. 432 HuaiHai (W) Road
Shanghai, 200052 CHINA
Tel.: +86 (21) 52.58.71.77
Fax: +86 (21) 52.54.00.96
Video ISDN: +86 (21) 52.54.00.25
Video IP: 220.248.32.254
Headquarters
Aethra S.p.A.
via Matteo Ricci, 10
60126 Ancona ITALY
Tel.: +39.071.2189.81
Fax: +39.071.88.70.77
Video ISDN: +39.071.2189.704/701
Video IP: 213.26.189.5
Email: [email protected]
Code 071021003GB Rev. 1 (03/08)
www.aethra.com
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