LSP 500 PRO
How-to-Sell Guide
Version 1.2swe / DEC 2013
Content:
1. Introduction
p. 1
2. LSP 500 PRO - The Product p. 2
3. Target Groups
p. 9
4. Marketing & Sales
p. 12
5. Q & A
p. 17
6. Contact
p. 18
1. Introduction
This is a real premiere launch:
ISE 2013 sees the first product release by Sennheiser Integrated Systems.
LSP 500 PRO, the world‘s first hassle-free wireless integrated professional audio system, is a real
game changer for public address. In terms of acoustic performance, connectivity and flexibility, this
system offers much more than conventional PA solutions. From pre-event planning to set-up time
and job management – LSP 500 PRO saves time in every aspect of the job.
The system seamlessly integrates with different Sennheiser components, e.g. ew 500
microphones and receivers, providing state-of-the-art features.
This How-to-sell guide gives you a short overview of the product and, of course,
provides additional information on the target groups and on sales and marketing
activities.
LSP 500 PRO is an amazingly innovative system that will adapt to ever-changing customer
requirements and target groups. It’s a key product to break into new markets, capture different
target groups and create additional business in 2013 and beyond.
A key product to break into
new markets and create
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additional business.
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2. LSP 500 PRO – The Product
2.1 Overview
LSP 500 PRO. Drop cable – save time!
This system will wirelessly transmit powerful sound from one master speaker to up to 19 slaves in
a WLAN network connection. Wireless microphone links, built-in Bluetooth and USB guarantee
optimum input flexibility. Modular in nature LSP 500 PRO is fully scalable from small meetings to
really big events. Last but not least: The complete system can be managed and controlled
wirelessly via a dedicated iPad App.
Up to now, covering audiences with professional sound required lots of cable, equipment and
duct tape. Installation and disabling of a PA were a time-consuming task. Last-minute
workarounds – or discussions over “cable-free escape routes” – seemed an unavoidable part of
the business.
LSP 500 PRO changes all that for the better.
No cords,
no kludges,
no
compromise!
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2.2 Main Features
LSP 500 PRO is very easy to set up.
LSP 500 PRO will be set up significantly faster and easier
than other PA systems. No cable, no cords, no kludges. It’s
set up in a snap: Simply arrange the speaker – and switch it
on. Add up to 20 speakers according to venue and setting
and that’s it.
Set-up
in a snap!
LSP 500 PRO is very easy to control.
Once LSP 500 PRO is in service, the complete system is
manageable via iPad App. Single speakers, groups or the
complete system can be controlled with the swipe of a
finger. Fine-tune individual settings, manage input sources,
sound mixing, playlists or live recordings and check the
system status – it’s all in the App. An Android App will
follow.
Powerful &
iPad-controlled!
LSP 500 PRO frees you from the hassle.
It saves time, money and labor. Less additional
equipment is required, which equals less transport
/storage volume.
It‘s a flexible all-in-one solution and adjustable from
small meetings to really big events.
Free from
the hassle!
Product experience beats arguments!
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Beyond all facts and arguments creating real product experience is the most impressive way to
convince your customers. Once customers have heard about, touched and seen the product as
well as experienced the comfortable control via iPad, they will get enthusiastic about the LSP
500 PRO!
Product demonstrations are fundamental!
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2.3 Tech Specs
LSP 500 PRO is open for diverse connection options, both wireless and hardwired. It comes in a rock
solid housing with integrated handle. Its sleek sturdy design fits every location and a wide range of
applications.
Housing
Acoustic
Power Supply
Sound Processing
Dimensions WxHxD:
Acoustic Design:
Mains connection:
Amplifier:
290 x 550 x 320 mm
(11.42 x 21.65 x 12.60“)
2-way, closed box
design
100 to 240 V~, 50-60 Hz
Class D
Battery:
Output Power:
Housing Material:
Drivers:
Crosswise glued
8“ woofer, 3/4“
2x Lithium Ion
14.4 V / 4.4 Ah
55 W continuous;
120 W peak
plywood, polyurethane
compression driver,
coating
passive crossover
Operating time:
Equalizer:
Stand Receptacle:
Sound Pressure Level:
approx. 6 h speech
(approx.
3h per battery pack)
semi-parametric,
3-band
110 dBSPL (10 % THD,
36 mm (1.42“),
angle adjustable up to +/- 13.5° fullspace)
in steps of 4.5°
Frequency Response:
Weight:
65 Hz - 18 kHz (-10 dB)
approx. 13.6 kg (30 lb.)
Dispersion HxV:
w/o wireless receivers
Color:
80° x 60° (-6 dB)
black
The Box also features an advanced user interface with
Icon- based GUI. Jog dials and a high contrast OLED
display give intuitive feedback and control.
All options
onboard.
Charging Time:
approx. 5 h (approx. 2.5 h
per battery pack)
Operating temperature:
0° C to 50° C
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2.4 App Controlled
All of LSP 500 PRO‘s essential features are accessible via iPad. Users are allowed to control
single speakers, groups or the whole system at once. It is also possible to check the status
e.g. of the hot-swappable batteries. The iPad App is a dramatic upgrade in PA control – LSP
500 PRO is manageable with the swipe of a finger.
Internal note: The App does not provide the possibility of changing HF frequencies.
A dramatic
upgrade in PA control.
2.5 Application Examples
Due to its flexibility, LSP 500 PRO fits a wide variety of applications.
The show event
The application example shows two wireless microphone inputs (ew 500) plus one Bluetooth input for
a DJ. All input sources are mixed on speaker 1 (master). The music is distributed via wireless transmitter
to speaker 2 to 4. A separate wireless LAN router connects all four speakers and allows for detailed
system management via iPad. The performance is recorded via LSP 500 PRO’s built-in recorder and
saved on a USB stick in speaker 1.
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More bass, please
LSP 500 PRO Assembly
1x LSP 500 PRO
2x EM receiver
Again, two Sennheiser ew 500 wireless microphones and one Bluetooth music player are mixed
on a single LSP 500 PRO speaker. LINK OUT is configured to serve audio for an optional
subwoofer.
Stereo scenario
LSP 500 PRO Assembly
1x LSP 500 PRO
2x EM receiver
A stereo set-up for powerful stereo sound: Two wireless ew 500 mics and one Bluetooth music input
are being mixed on speaker 1. The music is split into stereo channels – speaker 1 LINK OUT serves
the right stereo channel to speaker 2 LINK IN.
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2.6 Accessories
Original LSP 500 PRO Accessories from Sennheiser. These official add-ons are tailor made and offer extra
protection, enhanced portability or totally different look. Protect your investment or style it to fit your
needs.
Stretch cover
You need a PA that blends perfectly and discreetly with your
surroundings? Put on some fresh white for a cleaner appearance. Simply
equip your LSP
500 PRO with these acoustically translucent, lightweight stretch
covers to achieve an unobtrusive, bright white look.
Rugged cover
The official protective cover for the LSP 500 PRO. Protect your
investment
from wear and tear. A rugged, heavy-duty, weather-resistant cover made
from lightweight ballistic nylon material that fits like a glove. For outdoor
operation and secure transport. Padded for added protection.
Tour Trolley
A heavy-duty trolley bag for superior protection and convenient
handling.
This sturdy yet soft and thick padded transport trolley keeps your LSP 500
PRO
safe when on the go. A reinforced retractable extension handle
makes
the system extremely portable. Comes in a neutral black design with
large extra pockets on the outside and contrasting white Sennheiser
logo.
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Roadworthy
and Reliable.
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2.7 Competition
LSP 500 PRO delivers what is needed to create the perfect PA system any place any
time. There is no true competition for the wide spectrum of applications a LSP 500
PRO system can cover. But of course there are alternative products available:
Nexo PS8 (passive loudspeaker)
L Acoustics 8 XT (passive loudspeaker)
Fohhn FP 2 Pro (active loudspeaker)
Anchor Beacon BBP 6000 (active loudspeaker)
Mipro MA 808 D (active loudspeaker)
In terms of flexibility and ease-of-use, none of the above can compete with LSP 500 PRO.
No other product can deliver the same state-of-the-art features.
Moreover, LSP 500 PRO seamlessly integrates with Sennheiser components, e.g. ew 300
microphones and receivers, providing a perfect chance for additional business with
established customers.
LSP 500 PRO can do tricks other sound systems dream about. It’s easy to use, scalable
and future proof. Clearly, key elements in LSP 500 PRO sales are its flexibility,
interoperability and uniqueness.
A superior alternative in public address with less set-up time, less labor costs,
less transport volume. LSP 500 PRO’s total-cost-of-ownership benefit is the
best response to questions concerning its purchase price.
World’s first
Hassle-free Wireless
Integrated PA system
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3. Target Groups
3.2 End-Users
When designing the LSP 500 PRO we listened very much to end-user
expectations. That’s why the product is extensively orientated towards sizable
customer benefit.
The end-user groups can be attracted via, for example:
Direct marketing
Face-to-face presentations
Road shows
Specific trade shows
Three end user groups: Rental, Corporate &
Hotel a) Rental
This is our prime end-user group (EUG) since it has the most professional view on AV
technology. These are the people who take care for a cost effective PA infrastructure on their
customers’ events, because they make a living out of it.
Main requirements of a PA:
Easy to handle
Easy to set up
High mobility
High flexibility
Robust systems
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A key factor for all investments is cost-effectiveness, especially the total cost of ownership
(TCO). LSP 500 PRO’s cost-effectiveness pays off in particular when the system is operated on
a regular basis at different locations, i.e. when the system is installed and moved often, as is
the case in Rental.
Another advantage: LSP 500 PRO can be set up and managed with considerably less
manpower than conventional PAs – up to 70% less set up time. Less operating personnel will
reduce labor costs significantly – an important aspect for Rental. Moreover, LSP 500 PRO will
reduce transport and storage volume by up to 40%. Less additional equipment equals less
transport volume.
b) Corporate & Hotels
The target group “Corporate” consists of purchasing agents or company technicians of medium
to large companies. Within the target group “Hotel” our customers are purchasing agents or
company technicians of medium to large hotels and hotel chains respectively.
Main requirements for EUGs “Corporate” & “Hotel”:
Easy to use
Easy to handle
Unobtrusive design
High flexibility
Robust systems
Both EUGs Corporate and Hotel profit from the same LSP 500 PRO product features. Please bear in
mind that decision maker (purchasing department) and user (company technician or end-user) do
not necessarily have to be the same person. More often than not, they are not – it may be
necessary to allude to different USPs accordingly.
The verifiable cost-effectiveness and TCO advantage will ease an investment decision
from the purchasing agents’ perspective. Easy handling, flexibility and scalability will be
selling points for users.
LSP 500 PRO’s cost-effectiveness pays off especially when the system is
installed and disassembled on a regular basis.
TCO advantage will
convince the management –
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the end-users will get enthusiastic
about easy-handling and scalability.
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3.3 Testimonials
During extensive field testing of the LSP 500 PRO system we collected enthusiastic testimonials
(these are also featured in the LSP 500 PRO marketing tools). Please read the following
testimonials from our test customers.
a) Corporate
“A company meeting, all hands, short notice. 650 people in a multi-purpose hall. Start at 2:30 pm.
Set-up no sooner than 90 minutes prior, since the space is occupied until 1 pm. Seems like a tough
call? To us at Medientechnik Hannover it seemed like an ideal setting for the LSP 500 PRO. We set
up eight speakers in a 4 x 2 array, line two to four utilizing LSP 500 PROs built-in delay. Added one
wireless microphone for the podium and in less than an hour we were done. With LSP 500 PRO,
set-up time
and system management are a real snap – even with a lack of
time.” Alexander Birkl, Medientechnik Hannover
b) Event
“We at Bärlin Team Eventdesign found our very first LSP 500 PRO field test to be a huge
success. The Berliner Verkehrsbetriebe (BVG), Europe’s biggest and most modern public
transportation company, entrusted us with the final presentation of an innovative project. For
this end a complete subway station – Berlin Alexanderplatz, right in Berlin/Mitte – was
transformed
into a stage. We used four LSP 500 PRO speakers; one master plus three slaves, two of which
employed LSP 500 PRO’s onboard delay. Two wireless microphones were connected to the
master speaker via UHF-transmitter. Background music was played using the embedded MP3
player. Another audio signal from the video server was added to the mix via LSP 500 PRO’s
AUX IN.
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And via AUX OUT we delivered audio footage to press agents. We operated the system with
the iPad App, so there was no need at all for an external mixing console. To sum up: The
whole event went perfect, not least due to LSP 500 PRO’s flawless performance, excellent
connectivity and absolute reliability.”
Dan Wittke, Bärlin Team Eventdesign GmbH
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4. Marketing & Sales
LSP 500 PRO is the premier product launch from the Sennheiser IS Division.
It’s a superior alternative and a door opener to new target groups.
To support successful distribution, we created a large and comprehensive
package of marketing and sales tools available.
Please remember: Product experience beats arguments!
Beyond all facts and arguments creating real product experience is the most impressive way to
convince your customers. Once customers have heard about, touched and seen the product as
well as experienced the comfortable control via iPad, they will get enthusiastic about the LSP
500 PRO!
Product demonstrations are fundamental!
4.1 Advertisement
Ad templates for national
or regional AV magazines
are available from
Sennheiser.
4.2 Website
A dedicated website will introduce users to LSP 500 PRO. It will clearly
present its technical and economical advantages as well as its advanced
performance.
http://www.sennheiser.com/lsp-500-pro
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4.3 Sales Folder
The sales folder in iBook format will be a key element
for distribution. It is an up-to-date and interactive
tool that runs on iPad.
This sales folder can illustrate all LSP 500 PRO USPs
perfectly and will replace print brochures. Of course, it
also provides technical information, enabling customers
to check system specs against their individual
application scenarios.
The sales folder also contains links to follow up
on the question of TCO (internet connection required).
4.4 Set-Up race
One core element of both the website and the sales folder is our
short movie “The PA set-Up Race”. In only 75 sec. you can
demonstrate to your customer all the astonishing USPs of the LSP
500 PRO in a very entertaining way. After 75 sec. the LSP story will
have been told and your customer will start smiling.
www.sennheiser.com/lsp-500-pro/video
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4.5
Calculator
TCO
LSP 500 PRO directly impacts the total cost of ownership with its money-saving
features. The TCO calculator consists of three tools to demonstrate LSP 500 PRO’s TCO
advantage in different levels of detail.
a) Marketing Info
The TCO calculator will calculate and display values that are effective in advertising
and relevant to the customer. These numbers are being used only in the sales folder
and on the website. Future use in other media channels is being discussed.
Based on internal studies at Sennheiser, we identified maximum savings in three
areas:
set-up
time,
additional
equipment
investments
and
transportation.
Set-up time is reduced by up to 70%,
because:

no need to run cable

quick and easy set-up

less staff needed on location
Investment in additional equipment is reduced by up to 70%,
because:

no need to invest in mixing console

no need for amplifiers

no need for processors
Transportation costs are reduced by up to 40%
because:

less transport volume

less load time

less complexities in organization and disposition
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Less set-up time,
less labor costs,
less transport costs
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b) Time Tool
A simple calculator that decision makers and/or
users can use on their own online:
By comparing LSP 500 PRO with conventional PAs in internal test runs, we
determined its time-saving features. LSP 500 PRO is set up and disassembled in 1/3
of the time!
When using the time tool together with a customer, sensitize the sheer amount of
saved time. Try to estimate the financial value of this significant cut-down of labour
costs.
c) TCO Calculator
A rather complex and algorithm loaded tool to
demonstrate LSP 500 PRO’s TCO advantages, is the
TCO calculator. Ideally customers should not use
this tool on their own. The TCO calculator should
be operated by a salesperson instead.
The TCO calculator is
operated in three intuitive
steps:
Enter parameters and confirm
Enter investment and confirm
Enter usage data and confirm
Please note:
All empty white fields in the calculator must be filled with numerical values.
All fields with default numerical values can be manually replaced with different values.
After entering all three values, simply click “calculate”.
How to work with these values:
The measure of the TCO advantage depends mainly on just a few
parameters. In sales talks please focus on:
Labour cost: Of course, this value should be realistic, but preferably as high as possible.
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Customers should calculate based on full costing, i.e. including incidental
expenses like social insurance and overhead costs.
Number of events: Set this value preferably as high as possible. LSP 500 PRO
saves lots of set-up time – any guesses on how often the LSP 500 PRO will be
moved should be as optimistic as possible.
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Acquisition costs should be valued based on using the actual individual
buying conditions. Transparency and conformability are essential here!
The time span for set-up and dismounting has been determined by Sennheiser
KG in trial situations. In theory these values could be altered, however this
should only be done upon customer request.
The TCO calculator will generate a PDF file that can be either printed
out or sent via e-mail directly from the application.
www.sennheiser.com/lsp-500-pro/tco
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5. Q& A
Why is the product so expensive?
LSP 500 PRO offers much more than the competition in crucial aspects like acoustic
performance, remote control, wireless operation (input sources, PA array, power supply),
Bluetooth streaming and signal processing (e.g. sound presets and EQ). Also, the product is
much more flexible than the competition. LSP 500 PRO can grow with customer’s needs and
will adapt to diverse operation scenarios.
What is the intended purpose?
All applications for a wireless professional PA.
What is the benefit compared to “Anchor Beacon” or similar products?
There are more than one. Firstly, an LSP 500 PRO set-up is fully scalable to up to 20 speakers and
suits large events with more than 500 people. Secondly, LSP 500 PRO enables wireless sound
distribution from one “master” speaker (used for mixing music and up to three wireless
microphones) to up to
19 “slaves”. Lastly, if batteries run low you are notified via iPad in order to act. Just replace
the two batteries during operation without any interruption. This feature is truly unique.
What is the price for the App and where do I get it?
The App is available for free at the App store.
Which microphone systems can be installed?
Ideally, Sennheiser ew G3 300 or 500 series, as these microphones allow for a remote
monitoring of battery status. If this remote function is not of concern, ew G 100 series will
work, too.
How can I play music or jingles on this system?
LSP 500 PRO features an onboard audio player. Use it most conveniently via a media
player or iPhone connected to LSP 500 PRO via Bluetooth. Alternatively, simply connect an
USB storage device containing your favorite mp3 files. In case you prefer hardwired
equipment, you can also connect any type of player using LSP 500 PRO’s RCA stereo
connector.
How to transport and store the LSP 500 PRO?
Why not use authentic Sennheiser accessories: A tailor-made trolley bag with telescopic
handle provides optimum protection and enhanced portability. Also available: the “rugged
cover”,
a heavy-duty, water-resistant protective cover for outdoor operation and secure transportation.
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What is this App for?
Imagine a complete event under remote control. On the one hand, the user is unbound from a fixed
mixing console and free to move through the venue to check the sound on different spots. On the
other hand, all the settings of single speakers, groups or the complete system are managed while
discreetly standing by. The App does not provide the possibility of changing HF frequencies.
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What happens if my iPad runs out of battery right in the middle of an event?
Simply recharge. In the meantime you can control all parameters just as well on the master speaker with it’s
easy-to-use interface. Using the iPad-App is an option that greatly enhances the LSP 500 PRO experience, but
it is not mandatory to benefit from its features.
How many people are needed to set up the system?
One !
6. Contact
Got questions? Feel free to contact the Sennheiser IS
team:
Nikolai Petef
np@sennheisernordic.com
+46 707 128030
Sennheiser electronic GmbH & Co. KG
Am Labor 1, 30900 Wedemark,
Germany www.sennheiser.com
www.sennheiser.com/lsp-500-pro
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Dealers
LSP 500 PRO belongs to Sennheiser Premium Audio
segment. It means that customers will find the Sennheiser
Authorized dealer logo on the door, and there will be a fully
working demo system inside!
Products
Products
Price
505476 LSP 500 PRO
Wireless sound system
505666 LAS 500
Cover for LSP 500, white, stretch
505478 LAP 500
Protective Cover for LSP 500, padded.
505479 LAB 500
Trolley Bag for LSP 500
2 163 kr
505596 LBA 500
Replacement Battery Pack for LSP 500
1 570 kr
505992 LAH 500
Loudspeaker Mounting Hardware for LSP 500
Prices are subject to changes. This is from Dec 1 213
20 051 kr
306 kr
707 kr
N/A
LSP 500 PRO always comes with 3 empty slots, where the dealer has to install appropriate ew units.
Demo Products
Demosetup with two LSP 500, example
Price
Q
505476 LSP 500 PRO
Wireless sound system
20 051 kr
2
505666 LAS 500
Cover for LSP 500, white, stretch
306 kr
2
505478 LAP 500
Protective Cover for LSP 500, padded.
707 kr
2
505479 LAB 500
Trolley Bag for LSP 500
2 163 kr
2
503361 EW 352-G
Vocal system with headmic
8 187kr
1
503391 EW 345-G
Vocal system with handheld transmitter
8 187kr
1
503406 EW 365-G
Vocal system with handheld transmitter
9 145kr
1
503639 SR 300-G
Rack transmitter
5 747kr
1
iPad
iPad (not from Sennheiser)
Router
Router (not from Sennheiser)
Special demo pricing may apply.
1
1
Remember!
There are some products that fit well with the LSP 500 PRO:
SKP 300 –Wireless XLR plug-on transmitter four use on a LSP, on a
mixer or to make a gooseneck mic wireless.
MZFS 80 + MZH 3042 + ME 36 +MZW36 PRO +SKP 300 makes an
excellent elegant secrete vocal floor mic.
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Wi-Fi routers tested with LSP 500
Allnet
ALL02761
Apple
Airport Express A1264
Apple
Airport Express
A1392
Asus
RT-N13U
2.0.2.0
Buffalo
WHR-HP-G300N
DD-WRT v24SP2
D-Link
DIR-826L
Huawei
E5331
21.344.11.01.414
yes
Linksys
E1200
2.0.04
Netgear
WNDR3700v4
1.0.1.32
yes (manual
configuration)
yes
Sony
Xperia S
Android 4.1.2
no
mobile phone…
TP Link
TL-WR1043ND
OpenWrt 12.09
Beta 2
no
needs to be configured /w a standard
PC before 1st use --> http://www.
openwrt.org
28.04.2007
yes
Telekom W501V
Speedport
1.0 Release 04
yes
slow recognition of LSPs
yes, first time OK then old plug model
Airport config App
required
yes, first time OK then new desk model
Airport config App
required
Popup on iPad - connection on WANPort needed
yes
DD-WRTas standard firmware!
1,01 no
Multicasting must be enabled over
menu (Network->Advanced>Advanced Network->Enable IPv4
Multicasting)
no SIM needed / charging over LSP
possible
iPad shows hotspot screen on first
connect but then works
PRESSTOP:
Airport Express has bad coverage.
Ariport Extreme is recommended!!
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