Labtricity Overview

Labtricity Overview
Connecting with Digital Photographers
Labtricity® Overview
Patent Pending
9780 Mt. Pyramid Ct.
Suite 120
Englewood, CO 80112
(303) 790-1004
Labtricity® is a patent pending, digital connectivity solution designed to connect
professional digital photographers to digital-enabled professional labs. Labtricity’s
automated approach to creating an order, pricing the order, transacting the order,
transmitting the order and fulfilling the order provides a value add to both professional
photographers and labs. The value of Labtricity is based upon taking advantage of the
efficiencies created by digital technology and providing an everyday connectivity
solution that reduces turnaround time for the professional photographer and cuts
operating costs for labs. With the professional photographic market’s transition to
digital technology well under way, Labtricity® is a very effective tool for labs to remain
competitive and to grow their client base.
Figure 1.1
Your Digital Photographer
Your Digital Lab
•Sports Action Photographers
•Event Photographers
•Portrait Studios
•Wedding Photographers
Labtricity Server
•School Studios
•Team Day Photographers
Prints to
•Emerging Pros
•Advanced Amateurs
•Digital Enthusiasts
Drop Ship
to Customer
The Labtricity® Network consists of three distinct components:
Lab Edition software (pro photographer)
Labtricity® gateway
Fulfillment server software (pro lab)
Lab Edition Software
The Lab Edition software is provided as a feature and functionality of our existing and
future software titles such as Portrait & Wedding, Sports & Event, School & Group and
Darkroom. The Lab Edition software provides the professional photographer the ability
to create, package and transmit a print order to any partner lab. In addition, the Lab
Edition software allows the photographer to confirm lab capabilities such as available
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print sizes, enhancements and premium services. The Lab Edition software
communicates with the Labtricity® gateway to price the order and a pre-payment
transaction occurs via credit card or via account. Once payment has been confirmed, the
order can be transmitted to the lab directly over the Internet or burned onto a CD ROM.
The packaged order file contains the high-resolution digital negatives, high-resolution
image files (borders, etc.) and a Labtricity® Order Format (LOF) file containing the
instruction set to complete the order at the partner lab.
Figure 1.2
Digital Negatives
Lab Edition
Hi-Res Image Files
LOF File
Online Lab Storefront
As part of the software license, the partner lab is provided an Internet Lab Storefront that
houses the information necessary to communicate, market and sell to digital
photographers 24/7. The information contained in the lab’s storefront is as follows:
Retail print pricing
Available products and prints
Available premium services
Full color logo
Contact information (address, phone, fax, e-mail, etc.)
Marketing information (advertising, specials, etc.)
Link to the lab’s main website
Figure 1.3
Lab Storefront
Contact info
Marketing info
Fulfillment Server Software
The fulfillment server software is responsible for receiving, proofing and printing the lab
order received from the Lab Edition software. Each order is received, processed and sent
to a print queue and awaits fulfillment by a supported digital printing device.
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The fulfillment software consists of three distinct functions as follows:
Order Receipt
Order Proof & Edit
Order Fulfill
Order Receipt
Order information is received within seconds of the photographer submitting a completed
order. For Internet orders, the high-resolution images and supporting files are transmitted
to the server prior to receiving the order so that upon receipt of the order everything
needed for fulfillment is available. The Lab Edition software also has the capability to
send orders via CD-ROM for low-bandwidth or no-bandwidth studios. For CD-ROM
orders, the Lab Edition software encrypts the order using the customer’s unique Account
ID and PIN access code. Before the CD-ROM order is decrypted at the server, it is first
verified with the Gateway to insure correct billing by matching the Account ID and PIN
prior to being accepted by the system. This protection ensures that only orders
authorized by the photographer for a specific lab can be fulfilled.
Order Proof & Edit
Once the order has been verified and unlocked, it can be judge proofed via the fulfillment
software to allow the lab to visually proof the individual items contained in the order that
is being prepared for printing. The photos will appear on screen, as they will print
including photographer identified cropping, color adjustment, overlay borders, effects,
personalized text, etc. The lab operator can scroll through the thumbnail versions of the
order file or double-click to enlarge an individual item for more detailed review. If any
necessary corrections need to be performed, the operator can make the appropriate
adjustments via an edit mode built into the judge proof function. The edit mode allows
the operator to adjust cropping, color balance, personalized text, effects, and borders to
ensure accurate and high quality order fulfillment. Once order proofing and any
necessary editing have been completed, the order is ready for fulfillment into a supported
digital printing device or compatible lab system software such as Kodak’s DP2 or Fuji’s
Pic Pro. This step may be bypassed when studio-side proofing is performed.
Order Fulfill
Once the order has been processed, it can be printed and fulfilled. The lab operator
simply clicks on a received order and the order is automatically sent to the connected
digital printer for processing. Once sent, the order is rasterized to the applicable size,
overlay graphics are applied at the appropriate resolution along with color profiles,
personalized text and effects. The finished rasterized file is then sent to print and
packages are positioned to minimize waste from the digital printer. Each supported
printer has different features and functionality, however the server software provides a
simple and easy-to-use interface to eliminate any unnecessary steps providing seamless
integration for the lab. Auto printing, which will print orders that do not need proofing
without user interaction, is also supported.
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Once the order has been printed and shipped to the photographer, the operator marks the
order “shipped”. This updates the gateway, allowing the photographer to monitor the
order status. In addition, once the order is marked shipped by the lab, the gateway is
updated and the lab will be paid on that order during the next scheduled check run. The
lab can also specify that orders be automatically marked shipped after a specific time
Color Management
One of the most difficult processes in analog fulfillment is color management. Labs and
photographers struggle daily on how to make color management easier, more accurate
and more automated. Digital technology must be able to simplify this manual process
and automate its ability to provide consistent results and make it a non-issue for both the
labs and the photographers. Labtricity® takes the first steps in solving the color
management dilemma by automating the process and easily sharing the burden of
responsibility between the photographer and the lab.
The Labtricity® network contains the ICC color profiles for all of the supported input
and output devices as supplied by the manufacturers. In addition, either the lab or the
photographer can insert their own ICC color profile to better match their environment.
This profile can be generated from an electronic device or provided by a consultant or
manufacturer dealer representative. Along with the supplied ICC color profiles,
Labtricity® provides the lab with the ability to establish photographer specific ICC color
profiles to better match a studio’s color preference. These individual profiles can be
provided to a variety of types of photography such as wedding, portrait, sports, etc. Each
time the photographer transmits an order to the partner lab, the photographer specific
color preference will be applied throughout the fulfillment process.
Figure 1.4
Photographer / Studio
Digital camera profile
Photographer profile
Lab standard
Print around
Labtricity® is being delivered to the photographer and lab in two distinct ways to match
how the industry currently transacts business.
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Labtricity® Open Network
This product provides the professional photographer the ability to create, price, transact
and transmit an order using Express Digital software and send the order to the partner lab
of their choice. The order is created and through connectivity to the Labtricity® gateway,
the order is checked against lab capabilities. The order is priced (published wholesale
prices + 10% convenience fee + a 3% credit card fee), and transmitted via the Internet to
the partner lab. If broadband connectivity doesn’t exist for the professional photographer
a Labtricity® CD ROM can be burned with the necessary contents of the order. The CD
ROM can be shipped directly to the partner lab for processing and fulfillment. The CD
ROM will be encrypted with the users unique Account ID and PIN and can only be
fulfilled at the designated lab.
Figure 1.5
Wholesale Lab Price + 13% Labtricity®/Credit Card Fee = Photographer Cost
$150 wholesale order
$19.50 fee ($150 x 13%)
$169.50 order cost
Labtricity® Private Network
The Private Network is designed for partner labs that have existing relationships with
high volume and VIP customers that they are looking to enhance and protect. A
Labtricity® Private Network allows the partner lab to offer Express Digital Lab Edition
software to customers that will only allow connectivity to them. This enables the lab to
provide value added services to their top customers, ensures that Private Network
photographers can only send orders to the Private Network lab and to provide a more
efficient and profitable means of receiving and fulfilling orders.
The Private Network works exactly like the Open Network with the exception of billing
and payment. Since the partner labs already have established relationship with the
photographer or studio, the labs are set up to bill the photographer or studio on a regular
basis using their existing account information. Therefore, the Private Network will
produce a per order summary report identifying that the order was processed and
fulfilled, which can then be used to bill the customer per the lab’s regular billing cycle.
Partner labs utilizing the Private Network are assessed a Usage Fee on a monthly basis.
The Usage Fee is a based on a points system. The Usage Fee is directly related to the
amount of volume produced by the Private Network lab. One point is equivalent to one
8x10 unit and the other sizes vary in relationship to that unit as follows:
Figure 1.6
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Print Size
Point Value
8 x 10
3½ x 5
11 x 14
16 x 20
24 x 36
T-Shirt, Mouse Pad
4 x 8 Tab Greeting Cards
1 point
½ point
½ point
¼ point
¼ point
1½ points
4 points
8 points
1 point
½ point
½ point
The Private Network Usage Fee is based on the amount of points used by a lab per
month. The points are pre-paid by the lab, so the lab can determine how many points to
pre-purchase and manage the cost of those points. Express Digital will notify the lab
when their points have been used in order to purchase additional points.
Figure 1.7
Point Volume
Cost per point
$ 500
$ .10
$ 700
$ .07
$ 1,000
$ .04
$ 2,000
$ .02
With Labtricity®, a participating lab becomes a distributor of Express Digital software.
The lab can resell Express Digital’s Portrait and Wedding, Sport and Event, School and
Group and Darkroom titles. Offering Express Digital software can create a revenue
opportunity for the partner lab. If the lab chooses, they can give a way the software to
their customers or resell it at whatever price point they choose. Express Digital will
continue to sell the Open Network software at the list price. The Labtricity® dealer price
list is as follows:
Figure 1.8
Lab Edition Software
Cost (each)
Sports and Event
$ 249
Portrait & Wedding
$ 249
School & Group
$ 249
Express Digital Darkroom
$ 371
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PhotoReflect® Internet Storefronts
PhotoReflect® Storefronts enable labs to offer their photographers on-line storefronts to
communicate, market and SELL to their images 24/7, with orders being fulfilled at the
lab. PhotoReflect is the most efficient way for consumers to order re-prints of those
special memories. Whether your customers are portrait, wedding, school, sports or event
photographers, a PhotoReflect® Storefront is the perfect way for labs and photographers
to grow their business simultaneously.
Photographer Sign-up Page
Photographers will go through the lab’s own web page to learn about the PhotoReflect
Internet storefront service the lab is offering. When the photographer clicks “Sign-Up
Now” they will be transferred to that lab’s co-branded sign-up page on Express Digital’s
servers. The sign-up page is co-branded to match the lab’s own web site, with matching
color scheme and logos.
Express Digital Publisher Software
Upon completing the sign-up, the photographer will be asked to download the Express
Digital Publisher software at no charge. The real power behind PhotoReflect is the
Publisher software. This is a PC-based software application designed to automate all
aspects of using the Internet to sell images 24/7. Publisher software features include:
§ Manage & Control Storefront
§ Create custom packages based upon prints sizes offered by lab
§ Set shipping methods and pricing
§ Publish borders with an event
§ Orders are forwarded to the lab – print ready via Labtricity®
Costs to the Photographer
For all PhotoReflect transactions, Express Digital will collect a 15% transaction fee and
3% payment processing fee. Express Digital remits the remaining funds back to the
photographer once the order has been marked shipped in the Publisher software by the
photographer. Just like a true partnership, Express Digital and the lab don’t make money
unless the photographer makes money.
§ No upload fees
§ No storage fees
§ No monthly fees
PhotoReflect® Storefronts will empower labs to provide their photographers with the
latest technology solutions and grow their business. Labs will strengthen their
relationships with their customers by providing an easy-to-use, standardized and
automated platform on which to communicate and conduct business with the lab.
By providing turnkey solutions to their photographers, labs will not only protect their
current revenue streams, but will also help photographers grow their business while
driving more prints back to the lab.
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How PhotoReflect® works for the professional photographer
Figure 1.9
Pro Photographer goes to
existing Photo Lab Website
Download Express Digital
Publisher software
Co-Branded PhotoReflect®
Storefront Sign-Up Page
Digital Camera Files
Publish to PhotoReflect®
Internet storefront
Receive orders from
customers 24/7
Standard Image Files
from Lab
Order sent
electronically through
Labtricity® Lab
Printer Support
Labtricity® supports the following digital printing devices:
Digital Mini-Labs
Noritsu, Agfa, Fuji, Konica & Kodak
Large Format Printers
Epson, Chromira & HP
Hot Folder Printers
Any printer that will accept prints through “Hot Folders”
Dye-Sublimation Printers
Kodak, Sony, Fuji, Olympus, Olmec & Mitsubishi
Small Format Ink & Laser Printers
Epson, HP, Dell & Lexmark
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Recommended System Requirements
The recommended system requirements vary depending on the size and volume of the
digital lab as follows:
Pro Lab (high volume)
§ Dedicated Server PC with dual Pentium® 4 Processors
§ Microsoft® Windows® NT 4.0 / 2000 / XP PRO
§ 1 GB of RAM
§ Three – 80 GB hard drives – RAID 5 configuration
§ CD-ROM drive
§ Broadband Internet Connection with static IP address (see below)
Mini-Lab (low volume)
§ Dedicated Server PC with Pentium® 4 Processor
§ Microsoft® Windows® NT 4.0 / 2000 / XP PRO
§ 512 MB of RAM
§ 80 GB hard drive
§ CD-ROM drive
§ Broadband Internet Connection with static IP address (see below)
Required Internet Connection
Broadband (DSL, ISDN, Cable, T1) Internet connection with static IP address with
minimum bandwidth 512 kbps download speed)
The recommended system requirements for the digital studio running the Express Digital
Lab Edition software titles is as follows:
§ PC (or comparable laptop) with Pentium® processor (1.0 GHz) or better
§ Microsoft® Windows® 98 SE / 2000 / XP PRO
§ 512 MB of RAM
§ 40 GB hard drive (or more depending on storage requirements)
§ 15” SVGA monitor or better, 32 bit color at 1024x768 resolution
§ CD-ROM and CD-RW drive
§ Picture Card Reader (Compact Flash, MicroDrive or PCMCIA)
§ Universal Serial Bus (USB) connectivity
§ Firewire (IEEE 1394) connectivity – OHCI compliant
§ Microsoft® Internet Explorer 5.0 or later
§ Broadband Internet Connection (DSL, ISDN, Cable, T1)
One of the primary advantages of Express Digital and Labtricity® is that Express Digital
provides the ongoing support for both the Lab Server software and also the Lab Edition
software titles. The Support Agreement offers 24/7 phone support, free software
upgrades, assistance in setting up new hardware configurations, basic third party
equipment support and contact information, custom borders support, network system
support for Express Digital software, storefront support and general
Windows operating system support.
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Both the lab and photographer will have the option to buy support from Express Digital.
The cost to the Lab is 20% of the list price of Labtricity® annually. The cost of support
to the Photographer is 20% of the Retail List price of the software annually. If an
account chooses not to purchase the Express Digital Support Program, the fee is $50 per
Patent Pending
The process described in this document (Labtricity®) has been filed with the US Patent
Office under application serial No. 09/960,162 – System For Transferring A Digital
Image From A Photographer To A Fulfillment Center To Generate A Photographic
For More Information
For more information on Labtricity® or to find out how to get started accepting orders
from your digital photographers, please contact Jay Pawlak at 888.584.0089 ext. 212
or visit our website at
9780 Mt. Pyramid Ct., Suite 120
Englewood, CO 80112
888-584-0089 x212
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