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Kramer Roadmap 2022

Clint Hoffman President Kramer North America
(Image credit: Future)

AVT Question: With some trade shows having been canceled or scaled back and limited in-person meetings, it has been a challenge for technology managers to learn about a company's philosophy, vision, and product roadmap for the coming year. Would you share what you can about your 2022 company roadmap? [January 2022]

Thought Leader: Clint Hoffman, President at Kramer North America

The company Kramer was started by Dr. Joseph Kramer back in 1981. This past February, Dr. Kramer retired, and the company was acquired by Fortissimo Capital—one of the largest private-equity companies in Israel. Kramer is now owned by a private equity company, and that’s a huge change. As a natural extension of the acquisition, the company is going through a major transformation. We have a clear goal in mind—to become the vendor of choice in the pro AV space. As part of the transformation, new people joined the company, and they have many years of experience in the Israeli high-tech industry.

There’s going to be a transformation in our product offerings, and there will probably be some non-organic growth in the form of mergers and acquisitions, and partnerships along the way. — Clint Hoffman, President at Kramer North America

The company’s management is shaping Kramer’s vision. It’s leading a strong business strategy that consists of innovation and growth, while also leveraging the strong assets that Kramer has built over the last 40 years.

One of the most important changes we already see is the new product and innovation roadmap that has been built for the next few years based on four overarching market trends: always-on collaboration, seamless technology, hybrid world, and mission-critical communications. Recognizing those trends allowed the new management team to construct a clear product roadmap.

As part of that roadmap, we’re also going to do a couple of things: First, we’re focusing on an open-garden strategy. You want to use our products in the solution as well as somebody else’s? We’re going to be open. We’re not going to be closed, proprietary technology communications. Second, we’re going to have every single solution we make in the future be able to connect to the network and be managed in the cloud. Lastly, there’s going to be a transformation in our product offerings, and there will probably be some non-organic growth in the form of mergers and acquisitions, and partnerships along the way.


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Cindy Davis is the brand and content director of AV Technology. Davis enjoys exploring the ethos of experiential spaces as well as diving deep into the complex topics that shape the AV/IT industry. In 2012, the TechDecisions brand of content sites she developed for EH Publishing was named one of “10 Great Business Media Websites” by B2B Media Business magazine. For more than 20 years, Davis has developed and delivered multiplatform content for AV/IT B2B and consumer electronics B2C publications, associations, and companies. From 2000 to 2008, Davis was the publisher and editor-in-chief of Electronic House. From 2009 to present, as the principal of CustomMedia.Co, Davis developed content plans and delivered content for associations such as IEEE Standards Association and AVIXA, content marketing for Future Plc, and numerous AV/IT companies. Davis was a critical member of the AVT editorial team when the title won the “Best Media Brand” laurel in the 2018 SIIA Jesse H. Neal Awards. A lifelong New Englander, Davis makes time for coastal hikes with her husband, Gary, and their Vizsla rescue, Dixie, sailing on one of Gloucester’s great schooners, and sampling local IPAs.