The Cable Industry
Facts and/or Fiction

For Your Information

We would like to share some thoughts and information with you that hopefully
will increase your product knowledge and provide you a more informed
decision process when determining what cable products will host your system.
The information contained herein is the opinion of Star Sound Technologies,
LLC and is not meant to inhibit, discredit and/or damage in any way
whatsoever any and all manufacturers and/or retailers within the cable
segment of the Audio/Video Industry.

Question? What are the key factors that influence you the most when
searching for the right cable design for your system?

Is it - A friend's recommendation?

A magazine editorial - (when was the last time you read a non-favorable
Cable review?)

A Dynamic Magazine Advertisement?

Web-site?

Dealer's recommendation?

Or a logical guess.?

With hundreds of cable manufacturers, more brand names available than
seating at your favorite concert venue, thousands upon thousands of theories
and even greater quantities of different model numbers - how can one begin
to determine a logical approach to purchasing a product that works the best
with your equipment?

We offer our insight as to how one might attempt to achieve "cable-bliss"
along with a bit of financial information concerning your wire purchases
that you may find very interesting.

First we will focus on the "Cable Industry", itself.

A) A Manufacturing Prospectus

Many years ago a handful of talented visionaries and scientists discovered
better manufacturing methods and newfound materials that improve the
relationship between wire and the transfer of information across the
conductors.
As these technologies were applied to the Hi-Fi Industry, a manufacturing
expansion took place that remains unparalleled in electronics history.

From the financial standpoint, it does not require tremendous amounts of
investment capital in order to create and initially market a wire product.

A cable manufacturing or 'spinning' plant is where anyone can have a wire
design made to meet your specifications. It takes a tremendous amount of
money to construct and operate a cable manufacturing facility. In most cases
a designer simply delivers the design to various spinning plants, whom then
bids for their business, then manufactures the wire.

This type of manufacturing method establishes an easy understanding of
production procedure so any talented designer, engineer or even a novice who
wants to design and market a wire product has the ability to do so.

We are not stating that it is easy to design, sell and advertise wire
products, just that the manufacturing process is much easier to understand
and attain versus other product categories in the Electronics Industry. In
addition, we do not wish to degrade any participant within the Cable
Industry, there are those companies who devote a lifetime of dedication to
the trade and produce quality products along with advancing their
proprietary technologies as well.

This is our belief as to why there are literally hundreds of wire designs to
choose from.

B) Choosing the Product that Best Exemplifies My Tastes

The main problem with finding a cable product that works best with your
system is that each brand and design provides a different sound and visual
quality (when used with video electronics). Wire definitely has an overall
effect on your systems dynamic performance. Also, you may keep in mind that
this product will have a tremendous influence on your future component and
loudspeaker selections as well.

After searching web-sites for an education and starting point, you will
realize most companies provide strong education as to the merits of their
products.

Each uses terminology such as - ratio of conductor resistance to
capacitance, conductor inductance, symmetry, balance, copper/aluminum
alloys, braided, stranded, solid conductors, blending of metals and material
s, mechanical stability, soldered, crimped, RFI interference and the list
goes on and on.

Hopefully one or two companies stand out amongst the rest providing you a
stronger understanding. However, typed and verbal descriptions are just
that. No two sets of ears hear the same. We always recommend auditioning a
cable brand in your own environment.

Listening at home provides a hands-on audition and provides you the ability
to make a more informed decision as to which product suits your
requirements. Be sure that you are aware of each companies return policies
and re-stocking fees prior to sampling a product. Your ears should and will
direct you to the correct selection.

C) Economics, Concerning the Price You Will Pay

In addition to the overall confusion created within the Cable Industry as to
which product sounds the best, there are some factors related to the PRICE
POINT THAT YOU PAY for your product.

1. Products Cosmetic Appearance and Related Costs
2. Packaging Costs (fancy boxes, cloths, wrappings, etc.)
3. Marketing and Advertising Budgets (Glitzy Color Advertisements) costing
thousands of dollars to produce and place each month. An average full page
four color advertisement - in just one magazine - costs anywhere from
$ 4,000 to $ 7,000 for the US Market.

These three topics are concerned more with business economics and first
impressions that directly relate to you and the pricing of the products you
purchase. They often times go unnoticed as you make your careful decision on
which product to buy.

Including them with your thought process and purchase formula could change
your outcome or hopefully at the very least raise some additional questions
concerning the price points for said products. As with any Industry, these
hidden costs are usually passed along to the consumer.

D) Sonoran Audio/Video Wire Designs and You

Star Sound Technologies, LLC is comprised of engineers, designers and
associated technicians who love music, sound and video. Therefore it is
easily assumed that we have the talent and inventive know-how to manufacture
cable products of all types.

We do.

Our "Science of Resonance Energy Transfer" permits us the ability to take
one technology and apply it to products encompassing all categories with
concerns to the Audio/Video Industry.

In addition to understanding cable technologies, Star Sound is deeply
involved with loudspeaker designs, pre and power amplifier design, circuit
board design, chassis design as well as environmental acoustical control
products as well.

TECHNICAL SUMMARY

Furthering "The Science of Resonance Energy Transfer" is our primary focus.
This technology continues to advance product selections, knowledge and the
success thereof.

We find that there is little known or written opinions on the subjects
concerning the effects of resonance (mechanical, electrical and/or air-borne
vibrations) along with the effects of earth's gravitational pull that form
direct relationships with the speed, accuracy and quantity of information
traveling across cable's conductive elements.

Limiting and/or controlling vibrations, created by these energies mentioned
above, will always produce a greater more efficient product - wire included.

FINANCIAL SUMMARY

Sonoran Cable has sold within this Industry for more than 12 years. Our
latest review is on a cable we manufactured over ten years ago.
Over the course of time, just like the Audio Point™, we have established a
satisfied clientele of industry hobbyists and musical enthusiasts.

A few paragraphs back we detailed some of the financial requirements related
to the advertising, cable cosmetics and packaging costs. We tend to view
Sonoran's success story is a direct result of a slow growth word-of-mouth
marketing process permitting the musical performance of the wire dictate the
future sales.

If we were to...

1. enhance the cosmetic appearance of each cable with a costly even fancier
cable jacket - the costs would increase to the consumer.

2. produce fancy packaging such as real wood boxes, hard plastic shells or
plush felt underlining the costs would surely increase to the consumer.

3. increase the advertising budget with full color placements into multiple
magazines the costs would "dramatically increase" to the consumer.

CONCLUSION

Most of the cables in today's market produce good sound and visual quality.

The success and distinctive competence of Sonoran Audio/Video Wire Designs
remains dependent on:

1. Our proprietary technology and resonance control process maintaining the
musical dynamics associated with that of the "live-performance".

2. Conservative Price Points


3. A simple repair or replacement Warranty extended for the life of the
cable. Whoever currently owns the cable, we will repair or replace the wire
provided the product has not met with total abuse or is determined as a
stolen product. Each 'handcrafted' cable has a serial number providing us
the date it was made and who the technician was who constructed the wire.

4. Our expedient and flexible refund and/or return pollicies, provide you
the affordable ability to audition our cable in your own environment.

5. Star Sound Technologies, LLC's dedication to maintaining 100% complete
and total customer satisfaction.

For the past twelve years our inventions continue to provide listeners
expanded dynamics enhancing the emotional enjoyment derived from music,
sound and video.

Historically, our product offerings remain congruent with this philosophy.
Sonoran Audio/Video Wire Designs are perhaps our finest example of value
related to price.

If you appreciate what Audio PointsT and/or Sistrum Platforms have done for
your listening pleasure, we highly encourage you to audition Sonoran
Audio/Video Wire Designs.

You will find the quality of build; musical and visual prowess (when
connected to DVD and all TV types) along with conservative price points of
the Desert Speaker, Cactus Interconnect and Lightning Power Chords remain
impacting today's tougher market.

We hope to have shed a little light for your understanding with an extremely
critical yet difficult purchase decision.

As always Good-Listening.


"Clear and Open as the Desert Air"

SONORAN AUDIO/VIDEO WIRE DESIGNS

By Star Sound Technologies, LLC
Brent Riehl, Senior Executive Designer
Robert Maicks, President


Desert Speaker, Cactus Interconnect and Lightning Power Chords

back to sonoran