AR Worldwide Modular RF Sales Product Training 2006

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AR WorldwideModular RFSales Product
Training2006
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Who is AR Modular RF?

• AR Modular RF has been designing and building RF
  amplifiers of all types for 35 years and has been
  based in the Greater Seattle area since its
  inception
• Founded in 1971 as RF Power Labs, it became
  Kalmus in1985 and then became a wholly owned
  subsidiary of Amplifier Research (AR) Group of
  companies in 2001. AR is a leader in high power
  RF amplifiers for EMC applications and is based
  in Souderton PA, USA and has been in business
  itself for over 38 years
• Modular RF focuses on Broadband, Sub band and
  discrete frequency, non EMC RF amplifier systems
  and RF modules for commercial, industrial and
  Military communications systems

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Modular RF Sales Support

• Sales Organization Chart

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Modular RF Sales Support

• Engineering Organization Chart

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Modular RF Sales Support

• Mike Katzer Regional Sales Manager
• 3.5 years with Modular RF, 7 years as a High Tech
  Regional Sales Manager, 11 years as an OEM Rep
• Office 425.485.9000 Cell 425.879.7482
• USA State reps
• International India, China, Japan, Singapore,
  Thailand, Philippines, Indonesia, Malaysia, South
  Africa, Australia, New Zealand, Brazil, Mexico,
  Ecuador, Italy, Portugal, Spain, Greece and Cyprus

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Modular RF Sales Support

• Jim Wilcox Regional Sales Manager
• One year with Modular RF after 23 Years in Senior
  Sales and Marketing Roles in Semiconductor
  Industry
• Office 425.485.9000 Cell 206.245.0288
• USA State reps
• International AR UK, Benelux, France, Germany,
  Austria, Russia, Switzerland, Sweden, Norway,
  Denmark, Finland, Canada, Israel, Egypt, Turkey,
  Pakistan, Korea, Taiwan

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Modular RF Sales Support

• Jeannie Beyer Inside sales for all markets and
  territories
• Eighteen years with company in various roles
• 425.485.9000 Office

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Modular RF- Big picture overview

• AR Modular RF designs builds Broadband and
  Narrow sub band and Discrete frequency RF
  amplifiers for commercial and government/
  military customers
• Frequency bands from 10 KHz to 6 GHz and maybe
  higher if needed
• System powers from 5 Watts to 3 Kilo Watts
  (dependent upon band required). Our current
  systems designs are more suited to 1kW level
• Standard modules with single voltage DC supplies,
  with or without Heat sinks, over temp switch,
  blanking and gating options are available
• Standard 19 inch rack mounted amplifier systems,
  including AC/DC power supplies, combiners, ALC
  power control, VSWR protection, high speed gating
  options
• Modules and Systems from slight modification to
  Full Customs

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Racked systems

• High power
• Racked
• Systems
• Linear and
• Pulse
• Options
• Available

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High power racked systems

• AR Modular RF designs builds Broadband and semi
  custom Narrow sub band RF amplifiers for
  commercial end users and system integrators
• Frequency bands from 10 KHz to 1GHz
• System powers to 3 Kilowatts (dependent upon band
  required)
• Standard 19 inch rack mounted amplifier systems
• AC/DC power supplies
• Combiners
• ALC power control,
• VSWR protection,
• High speed gating options

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Medium Power Racked systems

• Custom
• Racked
• Or single
• 19 inch
• Shelf
• Systems
• Available

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Medium Power Racked systems

• Typically sub band systems tuned to meet
  customers specific amplifier performance
• Often with customer specific feature sets such as
  additional built in testing (BIT), extra filters,
  dual inputs and outputs, sampling ports etc.
• Frequency bands from 10 KHz to 3GHz
• System powers typically 200 to 500 watts
  (dependent upon band required)
• Standard 19 inch rack mounted amplifier systems,
  including AC/DC power supplies, combiners, ALC
  power control, VSWR protection, with high speed
  gating options

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Racked Amplifier System Markets

• What markets have we been successful with in
  recent years?
• Large commercial Systems houses and Private RD
  niche market system houses
• Rockwell Collins, Lockheed, Raytheon, Harris and
  so on. Call on the development groups, NOT THE
  TEST LAB. Its not easy and takes time to work
  thru the layers of folk and even then their
  programs are slow to materialize. If youre not
  there at the beginning your chances of success
  (i.e. via a last minute RFP from purchasing) are
  near zero

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Racked Amplifier System Markets

• Government systems engineering groups
• Commercial systems engineering groups
• Industrial process engineering groups
• Medical Industrial equipment manufacturers
• RF and Communications equipment suppliers

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Racked amplifier system applications

• Commercial Systems Houses, RD engineering groups
  bring 19 inch rack systems sales (nearly always
  semi custom specs), band shuffles, harmonic
  enhancements, multi-channel carrier systems,
  added filters
• Typical Applications
• Combat simulation systems
• High power (gt100W) communications base stations
• Remote data collection systems
• Radar testing systems
• Pulsed systems
• Weather monitoring
• Over the horizon radars
• Bomb jammers
• Explosive detection systems

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Racked Amplifier Systems ApplicationsCommunicatio
ns

• Drivers for embedding in OEM systems, tube amps
  etc
• Multi-carrier linear systems for base stations
  and combat simulation systems
• Large single channel solid state Kilowatt
  transmitters
• Systems and modules for Antenna design and range
  work, testing for manufacture of HP filters, coax
  etc
• Point to Point LF, MF, HF, VHF, UHF
  Transmission systems

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Customized Desk Top systems

• Custom
• Desktop
• Systems
• Standard or
• Custom
• Sized
• Packaging

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Custom Desk Top Systems

• Small profile mini systems using custom and
  standard desk top cases. Small lots are viable
  opportunities if the design is straightforward or
  requires only iterative changes to existing
  product configurations
• Frequency bands from 10 KHz to 6GHz
• Typically sub band systems tuned to meet
  customers specific amplifier performance
• System powers typically up to 200 watts
  (dependent upon band required), only ONE
  amplifier brick in the system, no combining
• Often a simpler sub set of system features.
  Typically just AC to DC power supply, low level
  monitoring, simple VSWR protection, and the
  amplifier brick. Customized interfaces and
  error reporting etc.

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Desk Top Systems Markets

• Government systems engineering groups
• Commercial systems engineering groups
• Industrial process engineering groups
• Medical and Industrial equipment manufacturers
• RF and Communications equipment suppliers

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Desk Top Systems Applications

• Applications
• Ultrasonic imaging systems, medical or metallic
  part testing
• Ultrasonic cleaning systems for semiconductor
  wafers
• Physics and lab experiment work
• Bomb jammers, IED protection systems
• Low power remote data and voice communications
  packages
• Manufacturing process test amplifiers

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Custom Desktop OEM System

• Akrion
• Ultrasonic
• System
• Amplifier
• Custom Control
• Systems
• AC PSU
• Cabinet

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Custom Desktop OEM System

• Medical
• Probe
• System
• With Custom
• Combiner
• Low Pass
• Filter

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Product Applications- Medical OEMs

• NMR (Nuclear magnetic resonance spectroscopy is
  the use of the NMR phenomenon to study physical,
  chemical, and biological properties of matter.)
• MRI (Magnetic resonance imaging (MRI) is an
  imaging technique used primarily in medical
  settings to produce high quality images of the
  inside of the human body.)
• Ultrasound (Tissue imaging systems)
• Radio Frequency Ablation (RF energy renders a
  small section of damaged heart tissue inactive)
• Cauterization (RF energy is applied to an exposed
  end portion of the probe, causing cauterization
  and coagulation of the tissue immediately
  adjacent to the needle track)
• Wound and bone healing systems (speed up healing
  process)

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Product Applications- Manufacturing Process

• Immersion Surface Preparation Equipment
• Etching Equipment
• Device Verification systems, component testing
• Curing, heating systems within a process

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Module Amplifiers

• Module Amplifiers
• 10 KHz to 6 GHz
• Class A
• Class AB
• Linear and
• Pulse applications

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Module Amplifiers

• Commercial broad band and Sub Band Modules from
  10 KHz to 6 GHz. Adding more commercial banded
  modules to meet specific market needs.
• Powers from 5 watts to 500 watts dependant on the
  frequency band
• Single voltage DC supply no ALC control or VSWR
  protection without a custom design. Narrow band
  communication amplifiers will have VSWR
  protection
• New commercial brick full gain module versions
  of our Battle Tested Military amplifiers in the
  30 to 512 MHz and the 225 to 450 MHz
  communications bands are available to custom
  order electrical and mechanical variants are
  possible.

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Module Amplifiers

• Professional grade Communication banded
  amplifiers built to customers requirements
• New module versions for the 500 to 3000 MHz band,
  for IED, EW jammers, and communications testing
• New modules to cover 20 to 1000MHz both low
  10/20/30W and high power, nominal 100W
• New modules to cover UHF DTV up to XXXW
• New Broadband Modules to cover 1GHz to 2GHz, 2GHz
  to 3GHz, up to 50W

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Module Amplifier Markets

• We desire more commercial modules and market
  specific OEM designs to give a competitive base
  of module market sales.
• We have to have some reasonable volume for any
  specific module, overall the business needs not
  hundreds but thousands per year to have a
  sustainable commercial market, otherwise the
  engineering effort eats you alive and you live
  like a RD house on NRE which is not our intent.
  
• We need your help with recognizing which market
  verticals are viable.

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Module Amplifiers Markets

• Government systems engineering groups
• Commercial systems engineering groups
• Industrial process engineering groups
• Medical and Industrial equipment manufacturers
• RF and Communications equipment suppliers
• NEARLY ALL ARE OEM prospects

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Module Amplifiers Applications

• Typical Applications
• Industrial and medical OEM systems
• Communications base stations up to 500W,
  dependent on frequency band
• Drivers for higher power amplifier systems
• Remote data collection systems
• Sea monitor systems, buoys and so on
• Pulsed systems for experimentation and OEM
  integration
• Weather monitoring systems
• Broadband Bomb jammers

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Modules - Customized OEM Systems

• SatCom
• On the move
• Amplifier
• Custom Filter,
• VSWR control
• Fan system

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Modules - Customized OEM Systems

• 300-400MHz
• Custom Amp
• With T/R
• Switch for
• Communication
• Systems

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Modules Wireless Communications

• Targeting existing and emerging specialty sub
  markets rural, rapid deployment repeaters for
  standard SCPA designs. MCPA designs may follow
  based on sales opportunities.
• Initial development plans based on specs received
  from USA/Canadian vendors
• 450MHz, 800/900MHz, 1700/1800MHz

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Modules Wireless - Our Capabilities

• New wireless band designs Single Channel (SCPA)
  and Multi-channel (MCPA) versions are possible
  due to hire of second wireless capable engineer
• 450MHz
• 800/900MHz
• 1800MHz
• Identify market players in each area and do a
  business development study to see what new buy
  decision PA specifications we can find, or
  position as a second place vendor to an existing
  vendor

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Modules Wireless - Our Capabilities

• CMW Series Communications Amplifier Modules
• (Below 1000 MHz)
• Model Description Voltage Gain
• CMW1030 30 Watts, 460-470 MHz 27VDC 54dB
• CMW1032 30 Watts, 869-894 MHz 27VDC 54dB
• CMW1042 40 Watts, 869-894 MHz 27VDC 54dB
• CMW2055 150 Watts, 640-810MHz 32VDC 55dB

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Modules Wireless - Our Capabilities
CMS Series Communications Amplifier Modules
(1 GHZ and Above) Model Description Vo
ltage Gain CMS1040 20 Watts, 1.93-
1.99GHz 27VDC 54dB CMS1070 20 Watts, 3.4- 3.7
GHz 12VDC 20-50dB KMS Series
Microwave Modules (1 GHZ and Above) KMS1030 5
Watts, 0.5- 2.7 GHz 12VDC 45dB KMS1070 20
Watts, 3.4- 3.7 GHz 12VDC 20- 50dB

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Modules - Wireless Bands Applications

• Base-Band power amplifiers for various
  modulation protocols GSM, EDGE, CDMA, WCDMA,
  CDMA2000, Tetra, UMTS, WIFI, WiMAX, WiBRO, and
  all types of OFDM signals that are used in
  Wireless Local Loop (WLL) systems.
• Frequency of Operation
• DTV Band 470 to 860 MHz
• Cellular Band 800 to 970 MHz
• PCS (Personal Communication Systems) Band 1.8
  to 2 GHz
• UMTS (Universal Mobile Telecomm System) Band 2
  to 2.3 GHZ
• WiMax, WiFi, WiBRO and other OFDM Bands 2.3 to
  3.85 GHz
• New Wireless WiMAX band 802.16d compliant 50
  Watt module has been completed for a major radio
  systems supplier

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MODULES WiMAX Solutions

• NEW WiMAX module KMS1070 covers 3.4GHz to
  3.85GHz (selectable band)
• 50 watt

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Modules WiMAXMarkets

• Wireless module, and PA module designmore
  traditional market vertical, but initially
  hunting around the edges of this new market where
  specialty designs give a better profit margins
  margin
• WIMAX market..initial design module covers 3.4
  to 3.85GHz
• First orders from Motorola, 60 units for
  basestation systems
• Samsung in Korea, for repeater system, possible
  high volume 5000 units
• Quoting for a high volume design to Trango CA to
  address this growing market
• Possible emerging test equipment market?

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Tactical Military Amplifier Systems

• KMW1030
• Series,
• Man pack
• 20 40 Watt,
• 30-512 MHz,
• Waterproof,
• Linear
• Amplifier

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Tactical Military Amplifier Systems

• Military man pack systems for VHF, UHF and SATCOM
• KMW1030 BATTLE TESTED Series Products
• 30 -512 MHz Tactical Communications Amplifier
  T/R System for either 12 or 24 volt systems, zero
  current used without input RF power, smallest
  physical size in the marketplace
• Standard 20 Watt output Manual filter selection
• Standard 12 Watt output Manual filter selection
• New improvement Standard 20 Watt output with
  power filter to meet MIL vehicle DC power specs

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Tactical Military Amplifier Systems

• Military man pack systems for VHF, UHF and SATCOM
• NEW KMW1030 Series products
• 30 -512 MHz Tactical Communications Amplifier
  series
• New KMW1031 Standard 20 Watt output with auto
  filter switching, PIN diode T/R switching, cable
  kits for battery and vehicle power, radio and
  battery field packs to hold equipment. SINCGARS
  VHF frequency hopping compatible unit
• Tested by Fort Bragg JSOC for compatibility with
  Thales, Raytheon and Harris transceivers,
  including HAVEQUICK (Harris), and data
  transmissions via terrestrial repeaters and
  Satellite links

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Tactical Military Amplifier Systems

• Military man pack systems for VHF, UHF and
  SATCOM
• New Vehicle mounting bracket for the KMW1030M6
• New 50 Watt version for Vehicle mounting, with
  Auto filter switchingComing soon
• New KMW1032, 20W/40W dual mode mobile/base
  station, and man-pack unit. Auto switches power
  level according to type of power source battery
  source gives 20W, vehicle or other 24/28v supply
  gives 40W

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Tactical Military Accessories

• Man pack Systems
• Custom
• Packages,
• Custom
• Cable Sets,
• NATO
• Cables,
• Antennas

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Tactical Military Amplifier Systems

• KMW2030,
• 30-512 MHz,
• 125 Watts
• JITC
• Certified
• with 117F
• PSC-5D Radios

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Tactical Military Amplifier Systems

• Military Man Portable Systems for VHF, UHF and
  SATCOM
• KMW2030, 125 Watt, 30 512 MHz, has US JITC
  Certification for interoperability with Harris
  and Raytheon 20 Watt transceivers designed to be
  used with other similar 1 to 20 watt output
  multi-band or single banded transceivers
• Ongoing cost reductions and product improvements
  for added reliability, shock mounting, etc.
• Has a remote SATCOM receiver pre-amplifier option
• NEW development of a Rack Mount 19 inch version
  for use in Transport Cased systems. 100 Watts
  continuous carrier operation is at the prototype
  stage.
• New mechanical configurations available to custom
  order

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Tactical Military Amplifier Systems

• Military Man Portable Systems for VHF, UHF and
  SATCOM
• KMW2030 future feature sets
• New waterproof housing designs at concept stage
• Multiple antenna ports for LOS and SatCom
• Remote operation over coaxial cable/Bias Tee is a
  competitive requirement

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Tactical Military Amplifier Systems

• KMW2050,
• 225-400 MHz,
• 200 Watts
• JITC
• Certified
• With 117F
• PSC5D Radios

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Tactical Military Amplifier Systems

• Military Portable Systems for SATCOM
• KMW2050 SatCom amplifier the only 200 Watt
  version on the market, JITC certified
• Future options include a new sealed housing
  version for multiple end users with only 100
  watts
• Numerous commercial brick amps based on this
  amplifier have been built in recent years
• NEW configuration, order placed for 90
  mini-systems SATCOM 100W brick system includes
  VSWR control, and LP Filter with cooling fans for
  SATCOM ON THE MOVE Hummer vehicle mounting.
  Future airborne versions are possible dependant
  upon specs

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Tactical Military Amplifier Markets

• Military, paramilitary, government security and
  intelligence groups, homeland security, civil
  guard groups, System integrator companies who
  build for government and end military users, .
• Tactical amplifier market, competing against a
  small group of third party amplifier
  manufacturers who offer products that for the
  most part are not provided by the major RF radio
  product vendors, or offer a significantly reduced
  price product. We currently have one private
  label deal in place
• USA Prime Vendor or other resale channels to
  military end users

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Tactical Military Amplifier Markets

• Can we sell to EU and International countries
  with our USA products directly or do we have to
  have a local 3rd party add content to make the
  sale?
• Understand how we can broaden the base of sales
  in this market
• USA bases in EU and overseas, locally influenced,
  locally purchased, or via USA channels
• NON USA forces end users, how do we get to these
  folk. They use similar gear, often USA sourced
  radios, Thales is one of the largest
  internationally with a huge multi-band
  transceiver market
• Local competition, any exclusive positions due to
  US or local Governmental mandates?

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Tactical Military Amplifier Applications

• Applications
• Special Forces Teams
• Sniper groups
• Reconnaissance groups
• End user military groups, Army, Navy Seals,
  Marines, Rapid deployment troop groups, National
  guard groups, paramilitary
• Security groups, governmental, senior officials
  security, homeland/civil agencies and so on
• Federal and Governmental emergency groups

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Modular RF Component Product Sales

• Add sub-set products of our own manufacture as
  well as OEM/private label to allow us to become a
  one stop shop Erector set RF systems house
• Directional couplers
• Splitters and combiners
• System control sub assemblies
• Power supplys, AC and DC
• Cables, connectors small system stuff?

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Modular RF Sales Successes

• So what does a currently successful Modular RF
  Rep look like?
• Successful channels sell RF communications
  systems, sub assemblies or major RF components
  their product lines are synergistic and
  complimentary, so they dont have to change
  business behavior to be successful
• They call on a diverse market base
• Systems Design housesIf we are not there at
  the beginning our chances of success are near
  zero
• RD groups
• Consultants
• Hardware manufacturers

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Modular RF Sales Successes

• Successful groups consider Sales 101 as a way
  of life
• Constantly prospecting for new accounts
• Build trust with key accounts and penetrate at
  all levels they understand the culture of their
  customer base, both large and small
• Bring value to the relationship so the customer
  seeks out their help in finding a solution
• They are not a line card commodity sales
  organization, they are a SOLUTIONS provider, with
  all of the pieces of the solution at their
  disposal
• They know the competitive marketplace for their
  products as well as constantly looking for new
  market niches in which they can bring value

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Modular RF Sales Successes

• Need to be technical business development, in
  each market if we are to generate more new
  business base and be able to take the time to do
  it
• Need to be Amplifier savvy, customers tell you so
  much more if you are informed and talk their
  language
• Need to be RF system savvy.. Modular RF should
  sell all the system sale parts, combiners, PSU,
  sensors etc, etc
• Need to be able to make good decisions in the
  field about the likely hood of success with the
  client in real time. Need to develop some key
  account lists
• Prospect for new accounts that we dont go to
  already
• Understand what parts of the existing customer
  list we dont attack because of vertical market
  differences

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Modular RF Micro Electronic Technology

• Business Opportunities
• MET can provide Modular RF with hybrid amplifiers
  for new business development.
• MET will consider selected amplifier
  opportunities for the military or commercial
  market, requiring hybrid construction.

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Product Lifecycle and Support

• AR Worldwide Competitive Edge products supply a
  multitude of unique RF solutions to companies
  around the world. The companys limitless
  support network reaches the far corners of the
  globe. AR products are backed by the companys
  Competitive Edge warranty, the best and most
  comprehensive warranty in the industry. When
  companies purchase from any AR Worldwide company,
  they have the peace of mind that comes from
  knowing the global leader will be there to help
  with any problems today, tomorrow and always.

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Sales Tools

• NEW color brochure folder, general multi-page
  overview, two page general overview for mailing
  programs, NEW dedicated Military product group,
  Military mailers.
• NEW 1031, 1030HP Demonstrator equips for Military
• Customized modules for other uses sometimes we
  can build or modify a module in a few days SO
  ASK!
• New Web site look with improved web hits due to
  wording and meta tags, plus pay per click
  marketing, better Googling
• Trade shows to get the word out to market
• Customer visits and Conference calling with the
  Seattle Team and your customers. Use all
  resources available, tell us what you need to
  help you close the business.