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URC at CEDIA 2010: 10 New Products
Greetings from URC! You are reading the sixth edition of our monthly newsletter, Control the Universe. We hope you enjoy reading them as much as we enjoy writing them.
Everyone in the custom installation industry understands the importance of CEDIA. This year, it's even more important for URC. CEDIA EXPO 2010 will be the site of the greatest product launch in URC's history.
URC will introduce 10 new products at CEDIA 2010. Eight are home automation products; two are remote controls. With the monumental unveiling of the URC Total Control product line, URC immediately expands beyond home theater control to become the whole house control company of choice. Total Control from URC: Scalable from one room to an entire home.
We're keeping the details under wraps until the show, but to give you a hint of what's coming, check out this Flash presentation. It gives you a brief peek behind the curtain.
Control the Experience
Dealers familiar with URC realize that whole house control is a logical progression for our product mix. We're famous for elegant products that are high-quality, easy to use and popular with both end users and integrators. Now we're expanding the URC brand to control the whole house.
Although we're so excited about our CEDIA launch that it's hard to think about anything else, there's more to talk about in this edition of Control the Universe. This month we give a tip of the hat to the Custom Division's sales administration team, and acknowledge the very first URC University graduate. As usual, we've also filled this issue with what we hope are useful tips, tricks and other information.
Please keep your feedback and suggestions coming at editor@universalremote.com! As always, remember that this is your newsletter, and we invite you to be a part of it. We're open to any and all of your ideas! We also encourage you to pass this newsletter on to your co-workers. Even better, encourage them to sign up themselves at www.universalremote.com/newsletter.
Enjoy the rest of the summer! And get ready for what everyone hopes and expects will be a great CEDIA EXPO!
- Your friends at URC
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Register NOW for our CEDIA EXPO Training Classes
Our CEDIA EXPO training classes are some of the most heavily attended at CEDIA EXPO, and seats always fill up fast. So don't delay, sign up today! Check out the schedule here. Register for classes as usual through the CEDIA website. Hope to see you in Atlanta!
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Showcase Your Work on Our New Public Website!
As we revealed in our July issue, our new public website will launch this month. And we'd like YOU to be a part of it.
The new site will place a heightened emphasis on solutions, and will serve as a comprehensive sales tool for you, the A/V professional, to better demonstrate URC control systems. It will also feature a section with good photos and short descriptions of interesting jobs our dealers have done. This feature will be a great way for you to show off your company's superior work to a very wide audience!
It's easy to get involved. Just send some information about your best installation to editor@universalremote.com, and we'll be in touch. Please be advised that we REQUIRE high-res photography as well as the homeowner's or business owner's permission. Don't forget to include your contact information in your email. We look forward to hearing about your top jobs!
And don't forget: We'll let you know when the new site is up via our Twitter and Facebook feeds, as well as this newsletter.
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URC Tech Brief: It's Time to Get Certified
Gone in 60 Days
URC sells its Network System products (MX-6000, MX-5000, KP-4000, MRX-1, etc.) to authorized dealers only. To become authorized, a dealer must meet several requirements. In good faith, URC occasionally allows resellers to buy these products under the strict condition that the dealer becomes authorized within 60 days. This is serious: If a dealer does not complete the authorization process within 60 days, that dealer will be disqualified from the Network System program.
How This Affects Installers
Installers must be certified by URC to install Network System products. The certification process includes passing an online test. URC offers online training courses (as well as live training and live webinars) to help installers pass the test. The process all begins at URC University.
URC University
Learn and Earn. At URC University, installers and salespeople can take self-paced, online courses covering URC Network System products (as well as all other URC products) and take the certification test. But that's just the beginning. All URC classes earn CEDIA CEU Credits—and you know how important it is to maintain your CEDIA certifications. URC University can be accessed via the URC Control Room.
URC Control Room
It's a password-protected haven for URC installers and resellers... and no one else. No consumers. If you're not a member of the URC Control Room, you're missing out on a lot, like "how-to" videos, interactive forums, technical bulletins, software downloads, the latest URC news and all sorts of tools.
URC Tool Box
Speaking of tools, you can also access the URC Tool Box exclusively through the URC Control Room. In the URC Tool Box, you can buy—and sell—URC templates, graphics, 2-way modules, etc., and even download beta versions of cool apps. Most apps are FREE but individuals—like you—also offer their wares for sale and thereby generate a backend revenue stream.
To Join the URC Control Room You Need a Registration Code
URC has placed a world of powerful tools and tutorials within your reach—but to get your hands on them you must be a member of the URC Control Room. It's easy and FREE, but you must have a Registration Code. You can get one by contacting your distributor or Sales Rep. Why? Because the Control Room is for people in the custom installation business ONLY--no consumers. (Please note that URC Tech Support cannot issue Registration Codes.)
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Click here: www.urccontrolroom.com
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Enter your e-mail address and this Registration Code: [your registration code here] |
Once you've joined the Control Room, reset your personal password and click on the URC University tab on the left-hand navigation menu. There's a second enrollment process, but that takes just a second. Once enrolled you can check out all the online training.
When you're ready, take the certification test that's appropriate for you.
There's a path for salespeople: SCD Network Systems Certification-Sales.
And a different one for installers: TCD Network Systems Technical Certification.
If you see a place for a PIN number, IGNORE it!
That's all there is to it! So don't delay: Otherwise, your ability to buy and install URC Network System products may be Gone in 60 Days!
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Product of the Month: RFTX-1
This month, we shine our spotlight on an often-overlooked URC product that costs little but does so much for the URC installer: the RFTX-1 RF transmitter.
The RFTX-1, which sports a measly MSRP of just $39.95, enables you to easily add control of our URC Lighting by Lutron products to our Network Keypad System. Simply connect the RTFX-1 to our MRX-1 Network Base Station, and our in-wall KP-4000 Network Keypad can directly control our RF lighting products, including switches, lamp modules and wall dimmers. With this solution in place, your client can brighten, dim and recall scenes, and store new scenes whenever they like, right on the KP-4000...with no need for a PC or a programmer. The user manually adjusts each dimmer to the new setting and then presses and holds a scene button on the KP-4000.
And that's just the tip of the lighting control iceberg. Install multiple MRX-1s and RFTX-1s, and you can deliver a whole house lighting control system that's capable of multiple room paths and scenes!
You can also use the RFTX-1 to convert our KP-4000 Network Keypad to a standalone RF keypad, or to enable the KP-4000 to communicate with any URC RF base station (such as the MSC-400, MRF-350 or MRF-260) for low-cost, wireless control of a local stack of components.
Check out this amazing, inexpensive little gizmo today, and you can greatly expand our products' capabilities...as well as the potential of your installations!
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URC Dealer Honored in D-Tools Contest
Congratulations to URC dealer Scott Hovhannissian of Limelight Systems, one of D-Tools' 2010 Project:SUCCESS contest winners! The contest recognized "excellence in system integration projects utilizing D-Tools System Integrator software." As D-Tools MVP Partners, URC and Atlantic Technology sponsored the contest. Read more about Scott's project, and those of the other winners, here!
The modules can be downloaded via the URC Control Room. Check them out!
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Jon Sienkiewicz: Man of Letters
URC Director of Marketing Jon Sienkiewicz isn't your average marketing pro: Among his many and varied interests, he's also a prolific writer.
Last month, Jon had no less than three articles published in industry journals that speak directly to custom dealers, installers and integrators.
In CustomRetailer, Jon explains why now, more than ever, custom installation dealers should gravitate toward vendors (like URC) who are committed to education, community and strong dealer relations... and why you should kick the vendors who aren't to the curb. Check the article out here, or in the July print edition of CustomRetailer.
On the AV Technology blog, Jon discusses why Native to the Network products like our Network Series are vital in the commercial installation arena. Here's the link.
Finally, in Dealerscope, Jon outlines five good reasons why retailers should sell remotes. The article is online here.
Like all of us at URC, Jon believes strongly in an open dialogue with the installation community. As such, we also encourage you to make your own voice heard. Email us at editor@universalremote.com if you'd like to contribute your own article to the discussion!
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MX-5000i Now Available!
Our MX-5000 2-Way WiFi/RF Wand Remote is now available in a 433MHz version called the MX-5000i. With the addition of this version of the MX-5000, all of our current RF remotes with color LCDs (except for the MX-450) are now available in 418MHz and 433MHz ("i" Series) models.
All of our RF remotes are Narrow Band, which ensures that broadband RFI (Radio Frequency Interference) will be ignored. However, RFI can also be site-specific, and centered on a particular band. For this reason, we offer versions for two different frequencies.
Check out our RFI-fighting "i" Series today!
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Follow Us on Facebook and Twitter!
We encourage you to "like" us on Facebook and follow us on Twitter. You'll find out about all of our breaking news and other developments, virtually as they happen! In addition, because we're constantly monitoring these sites, this is another convenient way to interact with us, as well as with your fellow dealers, and even some hardcore consumer fans of URC products. Maybe you'll even find a new client through us!
On Facebook, we're at www.facebook.com/universalremote. On Twitter, we're @URCRemotePatrol. Log on today, and let's connect!
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Sarah Engstrom, Mike Gifford,
and Jessica Engstrom.
URC Team Members of the Month
Mike Gifford, Sarah Engstrom, Jessica Engstrom: The URC Custom Division Sales Administration Department
The URC Team Members of the Month for August are the people who comprise our Custom Division Sales Administration Department: Mike Gifford, Sarah Engstrom and Jessica Engstrom.
Mike Gifford joined URC in 1997. "My roles have been both many and eclectic," he says, which couldn't be more accurate: He started in customer service, but over the ensuing decade-plus he has served as URC's return authorization administrator, worked in URC's shipping and logistics departments, and spent stints at reception, help desk, and training. Although he's virtually done it all at URC, Mike says he's happiest in his current capacity as sales administrator.
When asked to name his proudest accomplishment at URC, Mike recalls an early breakthrough. "Before I truly possessed the confidence in customer service, before I thought I knew all there was to know about our remotes, I surprised myself by being able to access information while on the phone with frustrated customers with a relative ease that I never would have thought possible!" Mike also devised a FAQ chart that he incorporated into his daily job at the help desk, enabling him to send out emails to customers' questions almost instantly. "The positive responses were innumerable, and it filled me with great satisfaction," he says.
A typical day for Mike involves direct communication with URC's sales representatives. "The sales reps provide our department with all of our orders, and through the course of the day we answer rep and customer questions," says Mike, who also completes various reports for the sales reps and the regional managers under whom they serve.
"What I like most about working at URC, which has been said before and remains true with me, are the people," says Mike. "Everyone gets along well with everyone else, and I think we have assembled very good personalities through the years." One relationship in particular that he has made at URC is of special significance. "I met my wife Sheila here in 2000 when she was working reception," says Mike. "We got married in 2002, and we later had our son, Jacob."
Sarah Engstrom joined URC in September 2005. Initially hired as the company's receptionist, Sarah didn't last very long in the position; her potential was quickly noted and she was moved into the sales department about eight weeks into the job. She was promoted to sales administration supervisor two years ago.
Sarah says her top accomplishment at URC has been her development and maintenance of all of the different levels of sales reporting used to assist management and regional sales reps. A typical day at URC for Sarah involves maintaining communication with all URC sales reps, regional managers and customers; answering questions; fulfilling orders; and generating daily and weekly reports to provide the sales department with the most accurate and up-to-date information.
"This has been said before but I will say it again: The group of people I work with is what I like most about URC," says Sarah. "Although the company has expanded since I joined, everyone gets along very well. We are able to work well together to get things done."
Sarah, along with her family and friends, participates in charity events such as the March of Dimes walk to raise money and build awareness for various causes. "This February, I participated in my first Polar Plunge for Cystic Fibrosis," recalls Sarah. "It was the coldest Polar Plunge in years, with two inches of snow falling the night before! It's probably the craziest thing I have ever done, but it was for a wonderful little girl, and I will continue to participate for years to come."
Sarah's younger sibling Jessica Engstrom followed a similar path at URC. Like Sarah, she joined URC about five years ago as the receptionist before moving into training administration. Jessica has been in her current position as URC's RA/Parts Administrator for three years. Her typical day involves setting up all returns for URC's direct dealers, reps and distributors, managing all parts orders, and interacting and assisting other members of URC's customer service team.
Jessica is most proud of being recognized as a valuable team member through her promotions and her leadership. In her off hours, says Jessica, "I get bored very easily," so she has picked up a wide variety of hobbies and interests, including reading, traveling, knitting and snowboarding.
"I love talking to customers throughout the day, keeping in touch and assisting with their questions and concerns," says Jessica. "I really enjoy the people here at URC, and I work with a great team. We wouldn't be able to manage without each member of our team's contribution."
URC thanks Mike, Sarah and Jessica for all they do to support our sales staff and our customers!
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Joe Terhar and URC's Hugh Hart.
First Graduate of URC University Honored with Free KP-4000
Joe Terhar, lead installer at Cincinnati's Alamo Electronics, recently became the first graduate of URC University. In recognition of his status as URC's first Network Systems Certified Technician, Joe received a free KP-4000 Network Keypad from URC. Presenting the KP-4000 to Joe (left) is URC Product Specialist Hugh Hart (right).
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Your Business
By Glenn Gentilin
URC Regional Product Specialist
The goal of every custom installation professional should be to deliver the best possible user experience for the client immediately—and in the future. Happy, satisfied customers deliver repeat business and beaucoup referrals.
This simple success formula means installing gear that best suits the client's needs and desires—and providing the best conceivable way to control it. Some tips:
Match the controller to the client (and don't sell from your own pocket). All too often, installers feel they're doing clients favors by "saving them money" with lower-end remotes. This is like selling a person a car with manual transmission when you know that they commute daily in bumper-to-bumper traffic. Don't do it. For most customers, the least expensive remote is not the best option.
Instead, match the controller to the customer by starting at the top and working down. Show your clients how easy (and fun) it is to operate a system with a color touch screen like our MX-6000 or MX-5000. Then, if necessary, move down the line to the juncture where function and price considerations meet.
Clients will happily pay for expanded convenience when you match them with products that allow them to very simply operate the A/V equipment they're purchasing. Provide an easy solution to control an otherwise complicated collection of components, and you've created a compelling justification for the cost.
You don't even have to "sell" them the remote; just demonstrate its utility. Show them that they don't have to struggle with complicated commands when they want to watch a movie or TV. The buttons are labeled with simple actions, and the remote does all the work for them.
A color LCD screen can be your company's calling card. You can "brand" remote controls that offer color graphics on large LCD screens with custom images of your choosing, including your logo. By doing so, you can promote your company, or you can use pictures of the client's family members, house, boat, or favorite sports team, to name just a few ideas. The Please Wait pages can be customized for each individual customer, and you can even use animated GIF files for a little more pop.
You can even provide a "Tech Support" page on a graphic remote that the customer can easily access and that includes your company name and phone number. Make this a simple, one-button access feature, and your clients will feel more at ease with their purchases. But there's also a hidden benefit: The tech support page essentially provides you an "Instant Referral" button. Suppose Mom is having a play date with the neighbor and the kids want to watch something on TV. Mom hits one button on the remote and the TV comes right on. The neighbor is envious—and amazed by the simplicity of turning on the system. When she asks where they got the remote, Mom may not be able to remember right away, and the referral opportunity is in jeopardy. But if she can retrieve your contact info right on the remote, you might have a new customer.
Careful planning and sensible programming lead to easy operation.
The client's user experience depends on well-thought-out, reliable programming. My advice is to keep it simple. Put the most important commands for each device on Page One, and hide the rest of the pages. Name the Macro buttons on the Main Page intuitively. Use labels like Watch a DVD, Watch Cable TV, etc., instead of just the device name.
Whenever possible, use products with discrete codes to make bulletproof, repeatable Macros. The simpler the interface, the easier it is for the client to understand it, the more they'll use their new system, the happier they'll be with their purchase... and the more referrals you'll get.
Hands off! Let the client do the driving. Instruction time must be quality time. Schedule adequate time to spend with the client family, and insist on having both husband and wife available. Never, ever handle the remote yourself during the training. It's very tempting to hold the remote and show the customer how simple it is to launch a Macro from the Main Page, how to operate each piece of gear, or how one button shuts off the whole system. But once you hand the remote to them, they can't remember what you just did, no matter how intuitive the operation seems to you. So, give direction, but let the customer do the driving.
Summary: It's as simple as 1-2-3-4.
- Match the controller to the client. This makes it easier for you to provide a simple interface.
- Color graphics ease customization and operation, and allow you to brand the remote for instant referrals.
- Program the remote to be intuitive and free of unnecessary commands.
- Schedule enough time to walk the client family through all functions until they feel completely comfortable with the operation of their latest investment.
Follow these steps and your clients will be more likely to tell all of their friends and neighbors about their wonderful new A/V system—and about the pros who made it so easy to use.
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Hank's Absolutely Free Tip of the Month
By Hank Eisengrein
URC Regional Training Manager, East
Many loyal URC dealers use our standard 418 MHz RF products every day. But are you aware of some other frequency options we provide for situations where 418 MHz has high RF interference?
URC offers two such options: our 433 MHz "i" Series and the ZigBee-based MX-880z remote/MRZ-260 base station system.
Included in our 433 MHz "i" Series are many popular URC models, such as the KP-900i White, MX-900i, MX-810i ProWizard, MX-880i, MX-980i, MX-3000i, and the MX-6000i (the MX-5000i is in the works, too). These controls mate with "i" versions of our popular RF base stations: the MSC-400i, MRF-350i and the MRF-260i. We even offer an RFX-250i antenna for operation with a standard MSC-400 or MRF-350.
Use the "i" Series if you encounter problems with RF interference. In fact, many URC dealers only use "i" Series products in their installations. Like our standard products, these models are programmed the same, with our CCP software.
We also offer ZigBee versions of our best-selling MX-880 remote, along with the MRF-260 base station: the $540 retail MX-880z and the $190 retail MRZ-260. The MRZ-260, which has a MAC address instead of a rotary RF address knob, can mate up to four MX-880z remotes to a single base station.
Our ZigBee system allows you to install an unlimited number of RF base stations in a job. The unique IR emitter engine we built into the MRZ-260 actually features four separate IR engines, one for each emitter output. This "digital RF" system allows for the elimination of "simultaneous button press" issues that could potentially occur with standard URC RF base stations.
You can even use our flexible URC Lighting products, both 418 MHz and 433 MHz, with the MX-880z/MRZ-260 package; simply add our RFTX-1 RF transmitter module to the fourth port on the rear of the MRZ-260. You'll see a "pink" colored jack on the back of the MRZ-260; it enables you to use the RFTX-1 as a "translator" to allow full control of URC switches, lamp modules and wall dimmers. It's perfect for MDU installations.
With our "i" Series and ZigBee products, you now have two more powerful options when planning your next systems. In a very large house, you can mix and match all three systems to avoid interference and crosstalk. So try a new frequency today from URC!
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Tech Tips
By Joe Salvatore
URC Technical Support Manager
We've all seen firsthand how frustrating automation can be when you lack discrete codes for any one particular component. This month, we discuss the importance of discrete codes, and provide tips for automating in their absence.
Here's a quick primer, assuming we have some newbies in the house: Simply defined, a discrete code refers to any one command that provides you with one sole function. (For the sake of future clarification, I will use the words "command," "code" and "function" interchangeably from here forward.)
Let's use a POWER ON function as an example of what could be considered a discrete command. If you touch a component's POWER ON function two times consecutively, and it only activates power on for your component but does not power it back down, then that POWER ON button is considered a discrete function. If, on the other hand, it does power the component off upon a second touch, it's not a discrete code, but otherwise referred to as a "toggle" command. A toggle command will alternate between one or more functions with multiple presses of the same button. A toggle code often exists as a TV input function button when there aren't individual discrete input choices available.
It's easy to see how frustrating it can be to automate a system when you lack discrete codes for any one particular component, especially when you want your macro to land on a specific input. What if a macro command doesn't engage power on or off functionality for one of its targeted components? What if a child or the homeowner accidentally turns the cable box off manually, reversing the power state of the cable box from the rest of the system's power state? When your client can't access a picture on the TV and starts clicking away in desperation, you're almost guaranteed a truckroll.
That's why our IR database team works hard to keep a competitive edge when it comes to collecting discrete IR data. It's important to understand how to identify discretes in our database. Some tips:
- Check the LCD page buttons on the function list. Discretes like POWER ON and POWER OFF are mapped there by default and are specifically labeled as such, rather than simply labeled as "POWER".
- Most manufacturers recycle their discrete IR data across product models. Cross reference other models from that manufacturer for discrete functions for your component; chances are, they'll work!
- Production and availability of discrete IR information varies from manufacturer to manufacturer. Some offer it for every model; others have scarce offerings.
- Remember, you can always learn discrete IR information from the original remote into your URC remote.
- If all else fails, email us at IRDatabase@universalremote.com with your request for discrete codes.
URC Tech Support is fortunate enough to be in the crosshairs of discrete code-related automation challenges, and we've picked up a lot of tried and true methodology for bulletproof one-touch automation along the way:
- Double up your discretes: Stack a component's discrete POWER ON command twice in a row in a macro for super-reliability. This never fails, and it also works great as a security layer for systems using RF communication.
- Use our MSC-400 Master System Controller for its video and voltage sensing functionality. This allows you to know a component's state by using sensors. It's always 100-percent accurate as your best alternative when you're out of tricks for discrete workarounds.
- Here are workarounds for Scientific Atlanta cable boxes 4200HD or newer:
- Access the "More Settings Menu" of the cable box by pressing "Settings" twice.
- Scroll to "Power".
- Change the "Power" setting to "Power and Numeric".
- Change the "Power On" setting to "Last Channel".
- When you want to use a discrete "Power On", hit any number key (i.e., hit "0" and enter). This will power the cable box on if it is off, and "????" will flash where the channel appears in the onscreen channel banner. It will then return you to whatever the last channel watched was.
- For "Power Off", hit "0", enter, then add a delay, then a power command
If you have any questions regarding this tech tip, don't be discreet about it (pun intended). We want to hear from you, so please email us at techsupport@universalremote.com.
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URC Tool Box
App of the Month |
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The MX-980 Essentials Package
This month's Tool Box app was developed and posted by Braden Napier, a professional who possesses extensive knowledge about URC and URC products. It's the most popular non-free app on Tool Box, and represents and enormous value at only $29.99.
The MX-980 Essentials Package is a huge collection of valuable time-savers. This tool will save you hours. It features 270 background files optimized for the MX-980 and MX-5000, more than 55 sound effects, over a hundred new buttons (left, joined, right) and nine new predefined themes. It even includes useful tutorials to get you started.
To access these and many more apps in the URC Tool Box, log on to the URC Control Room.
Haven't checked out the Tool Box yet? What are you waiting for? Do it today! Just log onto the URC Control Room and click "URC Tool Box" on the left side of the home page.
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Video of the Month
Speculation is building about the biggest rollout in URC history at CEDIA EXPO 2010. Get a quick glimpse of what's to come here.
We have plenty more videos on the installers-only URC Control Room site. Not a URC Control Room member yet? Shame on you!
Click Here to join.
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URC Complete Control Partner of the Month
This month we offer a shout out to Rocketgui
Rocketgui was URC's first third-party developer. They've invested extensive resources and it's obviously been worth it. The first Rocketgui app posted on Tool Box is "Total Music" for the MX-6000. It makes full use of the MX-6000's graphics, GUI and hard buttons. It also provides full 2-way control and metadata feedback for the Logitech Squeezebox. With "Total Music" one can access Rhapsody, Pandora, music stored on a local hard drive, plus Internet radio on an MX-6000.
Check it out! And add your two cents worth. Rocketgui is asking URC dealers to suggest other interfaces for development.
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International News
URC's international distributor, BMB Electronics BV, is excited about the availability of the MX-5000i.
"We've had many requests for the MX-5000i, and now we can deliver!" says BMB Marketing and Communication Manager Renny Vos.
BMB, like URC, positions the MX-5000i as the first remote to feature both a touch screen and haptic technology, which confirms each button press with a physical vibration.
European resellers are asked to contact sales@bmbelectronics.nl for more information.
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What's Hot
Course Correction: You may have noticed that the landscape of the URC Control Room has changed, just a bit. If you're looking to "get your learn on," you'll notice that all of the webinars and 24/7 self-paced classes are missing.
But look what has shown up: A new tab labeled URC University!
URC has migrated all of this material and more to the new URC University (powered by BlueVolt). With revamped content, course tracking and user-printable CEU certificates, this is a very good thing.
How do you get there? From the Control Room, simply click on the URC University link, located in the left-side menu, or if you want to get there directly, just go to http://tinyurl.com/33ly92l. Yes, you do need to matriculate through the university before you take any classes, but it's a simple process. Within a few minutes, you'll find the class, webinar or certification course that you seek.
So come check out our online campus, and start learning at your own pace!
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Upcoming Events
Stay up-to-date with our training and events schedule for August. Click Here
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Links
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Wish I’d Said That
“It will not always be summer; build barns.”
- Hesiod (Circa 700 BC, he is often cited as the first economist.)
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