1. Make the call: Will this system reside on its own separate network, or will it reside on the corporate network. There are arguments for both approaches, but based on my experience thus far, running a fully networked AV system on a corporate/converged network can lead to some headaches. This is entirely dependent upon the end user’s IT department and its ability to make switch configurations, prevailing security protocols, and overall technical networking prowess. Conversely, an integrator might not be up to the challenge to either deploy their own network, or operate effectively within an end user’s IT realm. This is the first thing that should be considered, and you have to make the call.

2. Capture all your media: If you are aiming to do a fully networked AV system, which means that all media (both audio and video) need to get into and out of the network. Once it’s there, you will be able to do whatever you need to it. Routing, no problem. Processing, piece of cake. Distribution, easy. As long as you keep in mind your bandwidth and resolution requirements, this should be easy. You can use Q-LAN, Dante, AVB, CobraNet, IGMP…there’s a variety of non-proprietary protocols and hardware out there that can get the job done.

3. Think about your audio: if you are putting everything on the network, not only will you be distributing and processing your audio via the network, but you want to be able to adjust it remotely, and listen to it remotely at all points of the signal chain. You’ll want to be able to monitor your amplifiers, and hopefully one day, the speaker itself will be directly on the network, powered via PoE, and have an IP heartbeat with telemetry.

4. Choose hardware wisely: Each and every device you utilize in a fully networked AV systems should be controlled natively via IP. There’s really no need for RS-232, IR, voltage logic, or contact closures in this realm. They are limited in what they can do, and you can’t really delve into devices that aren’t natively controlled via IP from a remote location. You want to be able to log right into each and every piece of equipment you use.

5. You have the power: If at all possible, since you are connecting every device to a network, try to use power over Ethernet (PoE) devices whenever you can. This saves thousands in electrical work, but it also gives you a way to directly control and monitor that power consumption of each device by way of the network switch. Let’s say a device becomes unresponsive, no problem, log into the switch it’s connected to, and kill the PoE on its assigned port for a minute or two, then turn it back on. For 99 percent of the time, this will bring an unresponsive device back to life. For devices that aren’t capable of being powered via PoE, you should always utilize a networked power distribution unit or networked single socket power relays. This again, allows you to monitor power consumption, and give the device a nice hard reboot by virtually pulling its plug every now and then.

6. Control: How you go about controlling this fully networked AV system should be reliable, and native to a network environment. Currently, the AV industry buys boxes that have limited memory, limited processor power, and a bunch of connections for RS-232, IR, voltage logic, and contact closures that we don’t need if every device is controlled via IP. All we really need is processing and memory—and it’s pretty cheap all things considered. So to properly control your networked AV system, you’ll want to use a solid and powerful, server-based solution. This solution should have the ability to compile all of your system data in one place which includes device logins, passwords, system settings, drawings, instruction manuals, pictures, notes, etc. Quite frankly, this control solution should also be constructed such that it is a portal into your fully networked AV system, and it gives you all the control, access, data, and monitoring that is made available because your system design has followed the four previous steps.

7. Leave the door open: This is the last part of a successful, fully networked system design. Once the system is up and running, negotiate, arrange for, beg, or plead to have a way to remotely access the system, so you can get to it if there’s problems later on—or so that the system can get to you if it has a problem. Detecting problems automatically is a snap for fully networked AV systems. In fact, they can be programmed to fix themselves if a device becomes unresponsive, and only then, contact you if the problem isn’t resolved.

These are the main items to consider when designing a fully networked AV system. There may be some others that are worthy of consideration, but I’ve only got so much space. I do however have more time on my hands because I’ve been designing fully networked AV systems for a while, and they seem to be easy to administer and fix remotely. I consider myself lucky to work for QSC, which is developing products that are fully committed to fitting into systems designed around these concepts.

JoeyD’Angelo is director of systems solutions at QSC.

The wonderful world of corporate audiovisual installations is shrinking. Or at least its footprint is shrinking.

It used to be that audiovisual solutions were sold mostly into large spaces, like classrooms, training centers, and executive boardrooms. These systems typically had a dedicated closet somewhere to house their equipment, and in some cases they even had their own projector rooms to keep the technology as invisible as possible.

Those days are quickly drawing to a close, and for several reasons. First, audiovisual installations are becoming more common throughout office buildings, college campuses, and entertainment venues. The luxury of the dedicated audiovisual closet, and in some cases the rack, are quickly becoming endangered as space reaches more of a premium. With companies wanting to invest in huddle-room technology, or small classrooms and conference rooms, it isn’t practical to have a dedicated closet to store equipment. Instead, it needs to be in the room, easily accessible for operation and maintenance, all while appearing invisible to the majority of the people within the room.

The transition began a few years ago from dedicated a technology closet to seeing audiovisual gear installed in a podium or cabinet, which often had 10 to 20 rack units (RU) in the bottom of the piece of furniture. These structures allowed the technology to be located easily within the room and remain out of sight, but also to be easily accessible for troubleshooting and maintenance. I had a few of these installed at my last job and found them to be far easier than installs where the equipment is stored in another location, and far better looking than wall-mounted racks that were in plain sight.

Moving forward, especially with recent trends in the audiovisual industry, even these solutions are becoming undesirable and are a last-resort type option for the conference room, huddle space, and small training centers. Audiovisual enclosure manufacturers such as Chief and Middle Atlantic have started developing smaller storage containers, designed to reduce the physical footprint required for an audiovisual installation. Whether it’s a plenum-rated ceiling storage box, an equipment rack that sits in your conference table’s leg, or a 2U rack designed to fit under your conference table, the enclosures are increasingly shrinking.

In part, the enclosures are shrinking because the devices being housed have shrunk dramatically over the years. The first audiovisual installation I designed had four or five pieces of equipment in it for video and audio switching plus a rack-mounted control panel, and that alone used 10 rack spaces. Switching manufacturers such as Crestron, Extron, AMX, and Atlona all have neatly packaged audiovisual switchers that take up just one or two rack units. Vaddio, a pan-tilt-zoom manufacturer, recently debuted its AV Bridge MATRIX PRO, a complete camera control and switching solution with integrated audio matrix switching, all in a small 2RU footprint.

In speaking with several dealers, technology managers and end-users recently, the writing is on the wall for large-footprint audiovisual installations. Manufacturers of switching and control devices as well as enclosure devices are ready to answer the challenge of AV’s shrinking footprint.

• I have seen, and sadly tried to avoid, countless installations over the years with ceiling mics. I’ve had a countless number of architects suggest them to me in the middle of meetings where we are discussing room configurations and the ever-present desire to have reconfigurable furniture systems. This always comes up…without fail, in divisible rooms. And when it does, without fail, I always say to everyone in the room that “based on my experience, 50 percent of the time, ceiling mics work 50 percent of the time.” After the usual round of chuckles dies down, I get serious. Wanting to be a good consultant, I don’t want to be too stern or inflexible, but at the same time I want to educate my clients, manage their expectations, lay out all the options, and give them something that works.
• I begin this discussion every time with a layman’s discussion of the volume of the humans within the room, versus the natural volume of the room, and how that can affect what the other side of an audio or videoconference hears. I talk about how it’s best to get the loudest and clearest human speech into our audio system, in relation to the noise of the room, which given the current “fish tank” conference room design trends, becomes important. (Note to self, blogging on current non-tech friendly architectural design trends next month!) By this time, I usually have the attention that is needed to move the discussion into the options category.
• When presenting options in this scenario, you have several, all of which have their pros and cons:

1. Mics built into the table – ideal solution and nearby the mouths of users; however, some users have bad etiquette and cover them or crinkle papers in front of them.

2. Wireless mics – convenient but batteries die; moving them around in relation to the loudspeakers in the room changes path lengths and thus the tuning settings of echo canceller.

3. Ceiling mics – nice and out of the way, but hit or miss, especially a miss in rooms with poor acoustics, which are all the rage in architecture right now.

4. Fancy beam forming ceiling mics – supposed to work well, but I’ve never been able to afford them on any of my projects so that I could find out.

After presenting all of these options, it’s decision time, and your client has heard all the options…what do you do? I want comments…because this is a problem that plagues us all. I will actively join in on this discussion, so let us know your thoughts.

The AV industry has provided experiences since the beginning, but there’s a next level component that has surfaced: how do we make these experiences exceptional?

That precise question was posed by InfoComm’s Duffy Wilbert at the association’s recent roundtable in the Philadelphia area. He proceeded to delve into a presentation about what exactly makes experiences exceptional, and how the AV community can create them.

InfoComm has been producing whitepapers and other resources geared toward educating the industry about this exceptional experience; like this video. In another video shown at the roundtable, representatives of some common use cases were interviewed about what makes these experiences. There were some interesting sound bites:

“It’s not about how many projectors are being used, it’s about ‘what am I feeling?’”

“If you can get someone in awe of what you’re doing, you’re 90 percent there.”

“It’s that wonderful ‘wow’ feeling you have after seeing a really amazing film or experiencing a giant waterfall. It’s a breathless experience.”

Can you imagine making your customers feel like they do at a giant waterfall? The idea really shouldn’t be so far fetched.

“Create” was the key word—more specifically, content creation. While Wilbert provided a really specific framework for working toward exceptional experiences, it was the emphasis on content creation that seemed to have the three dozen-plus attendees most engaged.

Wilbert asked point blank, “how much should the AV industry be involved in content?” He noted how the industry has been getting more involved in graphic design and how the shift from analog to digital and HD to 4K has been ushering this along. Moving beyond the space that we are traditionally involved in is essential, as is being a lot more involved in the content side.

Here’s one last sound bite I found compelling: “If you don’t understand the content, you can’t design the display.”

There sure has been a lot of that in the industry from what I’ve seen—the classic ‘hang and bang’ of course—and that’s not what makes the skills, expertise, and services that AV professionals offer indispensable, which they’re certainly capable of being. The industry could increasingly go the way of commoditization if services like content creation are not embraced. But it is an evolution for most people.

During the lively Q&A that transpired, some of the comments offered up included how the biggest challenge the AV industry has is content, and that content is not in our DNA, for many of us at least. Manipulating content has been more customary for many, versus creating the content.

But maybe this is changing, one commentator added, “I think it is becoming part of our DNA. Content is almost as important as the experience.” Content is much more dynamic, he continued, and people have an expectation for it now.

One participant from IMS Technology Services in Garnet Valley, PA chimed in that the firm has launched a content creation department, something that developed organically as a result of demand, and that it has taken off in a big way.

The roundtable concluded with individual break out groups designing mock exceptional experiences, based on parameters Wilbert outlined. Each group was engaged with the process and came up with some very thoughtful ideas.

The next InfoComm Roundtable is coming to New York City, on April 23, co-located with Stampede’s Big Book of AV tour stop. Find more info here.

InfoComm Board Director Julian Phillips, of Whitlock, summed up the content perspective most eloquently: “The same content around in the days of Socrates is the same content today. It’s in our heads. What’s changing is the medium…and how it’s being distributed. We have a role to play.”

At the E4 Chicago show on March 26, a 90-minute HDBaseT Installer Expert Program saw an impressive turnout of more than 100 participants. Attendance was split between those who had and hadn’t attempted an install using HDBaseT before.

“This is the first time that this training has been done outside of a major trade show anywhere,” said Melody Craigmyle, vice president of marketing for Almo Professional A/V, which hosts the E4 AV Tour events. “We’ve scheduled sessions for the first two E4s of the spring. But based on the feedback, I’m sure we’ll be continuing it with the fall events.”

HDBaseT Alliance consultant Max Kopsho, who led the program, stressed the importance of education regarding the connectivity standard. “I think it’s true anytime you move from analog to digital,” he said. “Analog was a lot more forgiving. But with ones and zeroes, it’s either on or off, and I think people need more education on deploying the best practices to make this type of technology work.”

During the program, Kopsho stressed that integrators should take three steps when considering a product for an HDBaseT installation to ensure successful interoperability. First, they should look for the HDBaseT logo to confirm that the product is HDBaseT Certified.

Products that receive HDBaseT Certification transmit video and audio according to HDBaseT specs. But they don’t necessarily support the full 5Play feature set, which includes ultra-HD audio and video, ethernet, controls, USB, and 100W of power. So the second step Kopsho recommended was to look the product up on the Certified Products List available on the HDBaseT Alliance site (hdbaset.org).There, they can see which of the 5Play features each product supports.

Third, Kopsho recommended that integrators also verify the interoperability of the individual features they intend to use with the product manufacturer, since certain products may have proprietary features or other issues that can affect interoperability.

In addition to attending the Installer Expert Program at shows like E4 and InfoComm 2015, installers can also get certified through online training at hdbaset.org. On the site’s HDBaseT Installer Zone, they can additionally access an Installers Forum as well as other resources that include installation case studies and white papers outlining best practices for using the connectivity standard.

“I see HDBaseT applying really anywhere AV and long cables or really anywhere AV deploys,” said Kopsho. In addition to reducing cabling by converging the five features over a single LAN cable for up to 100 meters with a single hop, HDBaseT can be sent up to 800 meters with eight hops. “The install labor gets reduced, the tech support issues are reduced. It’s not necessarily less expensive with the initial product purchase. But when it comes to cabling, install labor — that’s where you’ll see the cost benefit,” Kopsho said.

Chris Gelbach writes on diverse topics that include careers, marketing, the AV industry, and recreation management.

When Mark Twain penned his historical fiction “The Prince and the Pauper” in 1881, he famously popularized the phrase “The King is Dead, Long Live the King.” This royal proclamation not only declares the death of a ruler, it provides authority and reassurance that the monarchy lives on through its rightful successor. I hereby proclaim that in the realm of AV, “The Product is Dead, Long Live the Platform.”

For decades the AV industry has been driven by incredible feats of innovation, engineering, beautiful science and wondrous artistry. We have witnessed the rise of the product barons, each investing in proprietary technologies that have dictated the design principles for most of the AV that is deployed around the world. AV integrators and resellers flock like loyal subjects at a medieval banquet to InfoComm in the summer and ISE in the European winter to feast upon the latest product releases, desperately seeking new features and benefits that will persuade customers to spend more money. The manufacturers are all too aware that product life cycles are counted in months—not years—and they have to win hearts and minds to sell hard and sell quickly.

Products have ruled supreme and manufacturers have led the AV industry to growth and prosperity, but just as the great monarchies of Europe had to transform and reform to avoid being overthrown by the people, now is the time for the great barons of our industry to welcome their new king: The Platform.

But what is this “platform” of which you speak? Well, just like the IT and telecoms industries before us, which similarly were driven by products in the 80s and 90s, there comes a time of mass market adoption, when open standards, simplicity, forwards and backwards compatibility, interoperability, lifecycle management, and total cost of ownership drive the decision making process, not the features and benefits of specific products. Of course, products are still important, but they tend to come and go; what matters is that they co-exist in a platform ecosystem, a long term investment made by customers, which will drive technology strategies for years ahead. The two best examples of technology platforms within the enterprise are Cisco and Microsoft, love them or hate them, every major organization will have a strategy for how these platforms drive core business processes and services; all other products need to demonstrate how they “fit in” with those platforms—open standards, interoperability, and compatibility become the most powerful feature set for products now.

I learned all about this in the mid-90s when I rather ambitiously volunteered to run Dell’s laptop business in the UK. Having previously pulled out of selling these products after some “heat issues” with a Taiwanese OEM, Dell hired the father of the Apple PowerBook, John Medica, to re-invent the story. With one product, zero market share, and a poor reputation for quality, our task was simple, take on the might of Toshiba, Compaq, and IBM, and within five years, become the No. 1 brand. Medica realized that fighting the FAB (features and benefits) war was a game for losers; instead he created a platform, the Dell Latitude. Rather than competing for who had the largest, brightest display, the fastest CD ROM or multiple PC card slots, we promised customers a five year mobility platform where the core chipset would not change, the docking stations were forwards compatible, the batteries could be hot swapped, software could be loaded at the factory, and revisions managed remotely. It was a dull, repetitive message, all whilst our competitors were popping champagne corks and party streamers to celebrate their latest shiny things. It was dull, but it worked. One after one, customers frustrated by our competitors chopping and changing, lack of consistency and reliability swapped over to Latitude, and once they were on the platform, they did not leave. In just over three years, Dell was the No.1 laptop brand for business customers, and to this day, the Latitude “mobility” platform is alive and kicking.

So what can AV product makers do if this shift to platforms is upon us? Here is a five point checklist as a starting point:

1. Proprietary technology used to ensure product differentiation and competitive advantage, now it is a barrier to mass-market adoption and interoperability. Where possible, adopt open industry standards, and yes that means IT standards too.

2. Complexity used to result in higher sales revenues and margins—now it is a byword for avoidance. If you can get one box to deliver the functions of ten previous boxes, make it happen fast. Simplicity trumps beautiful science every time.

3. Plan for forwards and backwards compatibility. Platforms should have a minimum of a seven year lifecycle. Plan for your product set to share a core component set and adopt interfaces and peripherals that will be a constant for a long time.

4. A platform is an ecosystem in its own right, but it also has to integrate with other ecosystems too. Remember that Cisco and Microsoft are ever present in the enterprise, so you will need to show how your platform coexists seamlessly. Also develop an open API environment, so your platform can talk and share data without massive development costs.

5. Retool your sales and marketing programs. Whereas customers purchase products, they invest in platforms. You will need to redefine your value propositions to address the jobs customers are trying to get done and how you relieve their pains and help them achieve gains. Your sales team and your partner channel will need to transition from product shifting to platform solution selling.

The AV Integrator’s Platform

Integrators and resellers also have a lot of work to do. There is absolutely no point moaning about how product margins have declined and how difficult it is to make a living; commoditization and margin erosion are the most common symptoms that the old ruler is ready is shift his mortal coil. Instead, plan for the riches that will come when the platform comes to power. Here are five things to get excited about:

1. When a customer has a shopping list of component parts, it’s pretty easy to buy from the bargain basement. When he is investing in a platform, he will work with a partner who understands the technology, and those who can provide best advice and support. You want to make sure that you are one of those partners in the game. You can live with lower percentage margins when it all adds up to a big heap of cash over a very long time.

2. A platform is an ecosystem and like any living, breathing thing, it needs constant feeding and lifestyle maintenance. Start developing the long tail of revenues that provide advice, implementation, operational management, training, and support around the platform.

3. Platforms need to integrate and interoperate with other stuff. “Some of this stuff you will not do, i.e. Microsoft and Cisco, but you still need some smart people that know how to make it work. Invest in more smart people, they are not only valuable, they are highly billable.

4. Reduce the number of product vendors you deal with. You have to make some bets and consolidate your designs and purchasing with fewer vendors that help you drive less complexity. This will drive down your transaction costs as well as your long term support costs.

• 5. Focus on acquiring and developing customers rather than winning projects. Selling and supporting platforms is a long-term strategy, start to calculate your profitability by lifetime customer value rather than project return. You also need to invest in training your sales and engineering teams to design and sell solutions and services, not products and projects.

So where is the evidence that the AV industry is entering the realm of platforms? Let’s look to Crestron and its newly announced Certified Design Program (CDP); “100 percent Crestron = 100 percent Confidence.” It would be easy to see this as merely an attempt to shift more product, but take a closer look, a certified design includes an additional two years warranty and Crestron Fusion bundled to enable enterprise management. Also look at the language Crestron use to promote it “Enterprise-class AV solution that supports the latest IT standards, 802.1x, Transport Layer Security, Active Directory and SNMP.” This is clearly aimed at the same IT architects that specify cabinets packed with Cisco logos—no one got fired for buying a Cisco Platform, did they?

For those not yet convinced of Microsoft’s foray into AV based on the paltry offerings at last year’s InfoComm, I have to tell you that the preview of Surface Hub at ISE in February was the hot topic on the lips of the nearly 60,000 that attended in Europe. Surface Hub is merely a component part of the Microsoft platform, which includes Exchange, Office 365, Skype, Azure, Windows 10, tablets, mobility, and now conference rooms. If seeking validation, look to Polycom’s recent strategy on how its RealPresence platform becomes integrated within a larger enterprise Microsoft ecosystem. Don’t underestimate the role that Microsoft will play in the future of the AV industry; after all, didn’t PowerPoint have a significant role to play over the last 15 years?

Back to where we started, Mark Twain. He was attributed to this quote, which is probably the best advice to anyone in the technology industry faced with the dilemma of what to do next: “the secret of getting ahead is getting started. The secret of getting started is breaking your complex overwhelming tasks into small manageable tasks, and starting on the first one.”

It is indeed, time to get started, as the product is lying on its deathbed, and its younger, more dynamic successor is preparing for the coronation of the platform.Julian Phillips is Executive Vice President of Whitlock.

I am having a visceral response to a recent blog post by Christopher Maione, a well-respected AV industry professional and thought-leader for the design segment. I don't know Mr. Maione personally, but I respect his industry work and therefore offer my reply in the interest of furthering this discussion - in which I respectfully disagree. If the value of your services can be calculated with a formula, it is time to rethink what it is you do for the customer.

The blog piece in question ("Where Did Our Margins Go?" AV Network Blog, March 2015) does a good job of outlining how margins have been forced down. It is true I believe, that competition from consulting firms that bundle multiple disciplines (security, IT, AV) cut into the market share of AV design consultants. I am confident that the estimating techniques these new competitors apply are conveniently formulaic. Likewise, low voltage contractors clearly reduce expected margins on the installation side (I believe the word used was "lowball") to secure project work that might otherwise go to an AV systems integrator. I am also convinced that project outcome is often compromised when the client chooses to buy on price. However, I disagree with the conclusion on who is to blame and therefore, what the solution is.

If your competition is playing by a set of rules that you feel devalues what you do, you have three choices: 1. Play their game and sacrifice more margin, 2. Redesign your model to be profitable in the new paradigm, or 3. Develop clients that you can help prosper through valuable interventions.

If you cannot provide a compelling reason to do otherwise, a customer will focus on price.

The blog piece I feel places blame on the competition and thoughtless customers. In my opinion, the real blame lies firmly with the AV design consultant that somehow believes that he or she is worth a percentage of a project, or the AV systems integrators who calculate their worth by addition: equipment plus labor plus margin. These methodologies for determining the value of a project are arbitrary and ancient.

How much does a plumber cost in an emergency?

Let me explain. When I first got involved in integration projects, video was very new - heck, personal computers were new. The demand for video projection in particular was skyrocketing and customers happily paid whatever was asked. Why? Because they had valuable problems and therefore we as an industry could deliver profitable solutions. During the oil boom (pick one), a geophysical services company could be more efficient and demand higher fees if it worked quickly. Likewise, if it wanted to monitor and maintain a client's well sites, it needed infrastructure to do that. The command and control center was born. Convincing potential drilling clients that you were the right company to partner with was easy when you could walk them through your "room with all the big screens." The customer paid what we told them it cost. If they were patient they might have asked more than one company and chose the one that could finish soonest.

Very. Valuable. Problem.

Clients still have valuable problems, but procuring AV equipment and getting someone to connect it is not one of them. Somewhere along the way, we as an industry decided that what we do is more important than what the client can do with it.

I know Mr. Maione's "Dear Client" letter was tongue-in-cheek (I hope everyone else knows that too). Telling your prospective client you hire better people, take more care, and act more professionally is a non-starter. Suggesting that your competitor does not do these things just further degrades your argument about professionalism. Shouldn't your fee be based on what your ideas, advice, best practices, and intellectual property add to the clients' worth?

Do something that is valuable for the customer. Connect that outcome to their needs.

Are we working harder for lower margins these days? You bet we are. What happened to the days of earning fair fees for our craft? Why have we let our AV industry become a commodity?

Let’s look at how the AV market has financially decayed our wallets in the last 20 years.

Consultants:
During the “good times,” consultants commanded fees based on the amount of time (hours) that went into a project. We were paid for our expertise and impartial position working with the client, developing drawings with the architect, designing systems, facilitating bids and managing the AV process through to completion. Consultants bill for their time, and the more time they put in on a project, the less they make. One rule of thumb when the project was complete, a “profitable” fee for a consultant was supposed to be approximately 15 percent of the AV systems cost. As the market declined, we saw that decrease to 10 percent. Today, it is even less.

AV Systems Integrators:
AVSI make their money on equipment and labor costs. During good times, equipment markups ranged 15 percent to 25 percent. Labor was priced right for the project and provided enough man hours to properly manage, fabricate, install and test the AV systems.

So where did our margins go?

Well, in the consultant market, we see a trend with owners reps trying to package acoustical, AV, IT, and security consulting packages into multi-discipline consultant RFP’s and “buying” these services as a commodity based on a fee per square foot. Ridiculous. How can a consulting firm understand the scope of project adequately enough to put a fee on professional services based on raw square footage? Some consultants play into these RFP’s and provide proposals with no basis or substantiation for the scope of services they will provide. Complex projects that should command adequate fees are being awarded at absurd dollar per square foot pricing. Fees that were upward of $1 per square foot are now half that, or less.

Some consultants have decided to de-scope their services and provide limited project involvement, less drawing issues and very little, if any construction administration support. We all know these consultants—they are the ones that after the bid is awarded say, “call me when it’s done,” and disappear from the project, possibly showing up for their last bit of billable fees for checkout. Shame on them.

In the AV system integrator market, low bidding by contractors has been the contributing factor in lowering margins. “Low ball” bidding has turned our craft into nearly a commodity. Equipment margins have dropped to 6 percent and labor costs barely cover what it takes to complete a project properly. We did this to ourselves. AV system integrators that want to play this game will low-bid themselves out of business.

So guess who loses? Our clients do. There is just no way that consultants or AV system integrators can provide the level of service required in this market of underpriced bare-bones fees. You get what you pay for. Quality workmanship and proper support require enough fees in the project for us to earn our livings. None of us can survive if we give away our products and services.

So, with the hope of salvaging our soon-to-be a commodity industry, let’s try this letter:

Dear Client,

Thank you for the opportunity to submit our proposal for this project. It is likely we are not the lowest bid, and in our opinion, that’s one of the reasons you should select us for this project.

I am sure the other firms are equally “qualified” to complete this project, but we would like you to know that our quality of work, caliber and staffing of our team, and the responsiveness and level of service we will provide will be more focused on your project then our competitors because we have adequate fees in our proposal to do the job right.

We also pay higher wages to attract better talent. We don’t sub contract inexperienced labor. We continually train our team, provide CTS certifications and have experienced project leaders that will be assigned to your project. We have put together a dedicated project team that is committed and mandated to provide you the highest quality of services throughout the course of this project. Our project team you met at our bid interview is comprised of the folks you will see on your project; we don’t “bait and switch” talent.

We will be responsive to your requests. We answer phone calls and emails promptly. Our team will be present at the weekly meetings and will ensure the project schedule is met.

Ultimately, we will not be more expensive. Our active participation throughout the course of this project, our drawings, and our attention to details will end up saving you time, money, and aggravation in the long run.

If you want to select the other bidder, that is certainly your choice. Please understand that with lower fees will likely come a lower quality of workmanship, less responsiveness, and less service.

You are undertaking this project as substantial capital improvement to your facility. AV projects are complex and your project requires the “A team,” not the lowest bidder.

Sincerely,

Your AV Provider

Christopher Maione is a recognized leader and expert in the AV industry with over 28 years of audiovisual design and project management expertise. He has managed literally thousands of AV projects from some of the most elaborate boardrooms in the world to entire skyscrapers of complex AV facilities throughout. Christopher focuses his business on being part of the project team and representing the owner/end-user on large-scale AV/technology projects. As a mentor, he encourages colleagues to strive for excellence and consistently challenges the AV industry to improve its practices, and grow its services in an effort to set a higher standard and respond to the changing needs of clients. Well versed in all aspects of AV, IT, and acoustics, Maione is an Adjunct InfoComm Faculty Member and an accredited CTS RU provider and serves on a variety of key industry standard committees. In doing so, he continues to set industry benchmarks for quality.

Are we working harder for lower margins these days? You bet we are. What happened to the days of earning fair fees for our craft? Why have we let our AV industry become a commodity?

Let’s look at how the AV market has financially decayed our wallets in the last 20 years.

Consultants:
During the “good times,” consultants commanded fees based on the amount of time (hours) that went into a project. We were paid for our expertise and impartial position working with the client, developing drawings with the architect, designing systems, facilitating bids and managing the AV process through to completion. Consultants bill for their time, and the more time they put in on a project, the less they make. One rule of thumb when the project was complete, a “profitable” fee for a consultant was supposed to be approximately 15 percent of the AV systems cost. As the market declined, we saw that decrease to 10 percent. Today, it is even less.

AV Systems Integrators:
AVSI make their money on equipment and labor costs. During good times, equipment markups ranged 15 percent to 25 percent. Labor was priced right for the project and provided enough man hours to properly manage, fabricate, install and test the AV systems.

So where did our margins go?

Well, in the consultant market, we see a trend with owners reps trying to package acoustical, AV, IT, and security consulting packages into multi-discipline consultant RFP’s and “buying” these services as a commodity based on a fee per square foot. Ridiculous. How can a consulting firm understand the scope of project adequately enough to put a fee on professional services based on raw square footage? Some consultants play into these RFP’s and provide proposals with no basis or substantiation for the scope of services they will provide. Complex projects that should command adequate fees are being awarded at absurd dollar per square foot pricing. Fees that were upward of $1 per square foot are now half that, or less.

Some consultants have decided to de-scope their services and provide limited project involvement, less drawing issues and very little, if any construction administration support. We all know these consultants—they are the ones that after the bid is awarded say, “call me when it’s done,” and disappear from the project, possibly showing up for their last bit of billable fees for checkout. Shame on them.

In the AV system integrator market, low bidding by contractors has been the contributing factor in lowering margins. “Low ball” bidding has turned our craft into nearly a commodity. Equipment margins have dropped to 6 percent and labor costs barely cover what it takes to complete a project properly. We did this to ourselves. AV system integrators that want to play this game will low-bid themselves out of business.

So guess who loses? Our clients do. There is just no way that consultants or AV system integrators can provide the level of service required in this market of underpriced bare-bones fees. You get what you pay for. Quality workmanship and proper support require enough fees in the project for us to earn our livings. None of us can survive if we give away our products and services.

So, with the hope of salvaging our soon-to-be a commodity industry, let’s try this letter:

Dear Client,

Thank you for the opportunity to submit our proposal for this project. It is likely we are not the lowest bid, and in our opinion, that’s one of the reasons you should select us for this project.

I am sure the other firms are equally “qualified” to complete this project, but we would like you to know that our quality of work, caliber and staffing of our team, and the responsiveness and level of service we will provide will be more focused on your project then our competitors because we have adequate fees in our proposal to do the job right.

We also pay higher wages to attract better talent. We don’t sub contract inexperienced labor. We continually train our team, provide CTS certifications and have experienced project leaders that will be assigned to your project. We have put together a dedicated project team that is committed and mandated to provide you the highest quality of services throughout the course of this project. Our project team you met at our bid interview is comprised of the folks you will see on your project; we don’t “bait and switch” talent.

We will be responsive to your requests. We answer phone calls and emails promptly. Our team will be present at the weekly meetings and will ensure the project schedule is met.

Ultimately, we will not be more expensive. Our active participation throughout the course of this project, our drawings, and our attention to details will end up saving you time, money, and aggravation in the long run.

If you want to select the other bidder, that is certainly your choice. Please understand that with lower fees will likely come a lower quality of workmanship, less responsiveness, and less service.

You are undertaking this project as substantial capital improvement to your facility. AV projects are complex and your project requires the “A team,” not the lowest bidder.

Sincerely,

Your AV Provider

Christopher Maione is a recognized leader and expert in the AV industry with over 28 years of audiovisual design and project management expertise. He has managed literally thousands of AV projects from some of the most elaborate boardrooms in the world to entire skyscrapers of complex AV facilities throughout. Christopher focuses his business on being part of the project team and representing the owner/end-user on large-scale AV/technology projects. As a mentor, he encourages colleagues to strive for excellence and consistently challenges the AV industry to improve its practices, and grow its services in an effort to set a higher standard and respond to the changing needs of clients. Well versed in all aspects of AV, IT, and acoustics, Maione is an Adjunct InfoComm Faculty Member and an accredited CTS RU provider and serves on a variety of key industry standard committees. In doing so, he continues to set industry benchmarks for quality.

New regulations from the Federal Communications Commission in the debate known as “net neutrality” could cause big problems for the AV industry.

On February 26, years of discussion and debate resulted in the reclassification of broadband internet access under Title II of the Communications Act and Section 706 of the Telecommunications Act of 1996 by the commission.

While the FCC touts the new definitions as “clear rules of the road,” exactly what the new policy means to AV integrators and end users could be mired in lawsuits while the courts untangle the meaning and implementation. As audio professional and net neutrality expert Josh Srago put it, “It is a giant mess.”

The rules now protect what the FCC classifies as BIAS, or Broadband Internet Access Service, and prohibits ISPs (Internet Service Providers) from blocking, throttling or prioritizing those signals. That portion of the policy is generally seen as a win for typical internet consumers and small ISPs, which would have had to absorb or pass along the costs associated with ensuring customers had the same access as those of larger and deeper-pocketed ISPs, had the commission not evolved its stance during the debate.

Unfortunately, what seems like a win for general internet consumers isn’t necessarily one for the AV industry. That’s because most of the products that are ubiquitous in AV are considered non-BIAS since they don’t access all of the data on the internet and do not search the web. Quite literally, that pushes AV to the sidelines.

“It all depends on whether your uses are considered BIAS or not,” said Srago. “Depending on how they define what you do, that will determine whether or not you will be protected by these rules.”

The FCC policy specifically classifies “facilities-based VoIP and Internet-Protocol video offerings” as non-BIAS data services. Additionally, the connectivity that is bundled with e-readers, energy consumption sensors—even heart monitors—is also considered non-BIAS. The distinctions blur, according to Srago.

“Video over IP isn’t protected, but streaming media [such as Netflix] is,” said Srago. “But what is that? It’s VoIP. They qualify as facilities based, but what is that? There is a lot of contradiction and vagueness that leaves it open to lawsuits.”

The potential impact to the AV industry extends to other services that integrators provide to customers, such as support done over remote-access VPN (virtual private network).

“VPNs are not protected, so all remote services and log-ins could be at risk depending on the time of day [the service is provided],” said Srago. “It's not that we won’t be able to do it if it’s a non-BIAS signal, it's that non-BIAS signals are completely removed from prioritization of the network.

“Anything the FCC considers BIAS is protected. That means the ISPs can do whatever they want. If they want to charge an extra access fee [for non-BIAS signals], technically speaking, they can. Given the fact that VPN, VoIP, Dante and AVB fall under this because they are application based, they are considered non-BIAS and that is a big deal. That part kind of got ignored by the FCC.”

What can an AV integrator do now other than wait to see what the fallout will be?

“As of this moment in time,” said Srago, “integrators need to be conscious of whether or not their ISP is going to challenge the ruling. That applies to their ISPs and their customers’ ISPs, as well.”

Read the full text of the FCC decision here.

Read Josh Srago’s full extensive take on it here.

This post was originally published on the InfoComm blog.

“You seem to really prefer working with the ____ Rep team. Why is that exactly?”

As a member of a hardware manufacturer, I am part of an elite group. Depending on the economic cycle, product curve, or current trend of the moment, I’m allowed to vent about shifting bid specs, slow payables, having to predict the future of certifications and standards, among other topics. Note that I’m not saying I should; I’m simply highlighting the fact that the way of the manufacturer is oftentimes a trying path. Coming to terms with the reality that your control is limited, and sometimes things happen to you, not because of you, is an important part of coming to peace with the life of a manufacturer.

Here’s one thing I’m not allowed to whine about: dealer loyalty. Make no mistake, it’s a massive disappointment when someone you respect switches a bid to a competitor with no explanation. In fact, many of my industry peers assume that this is simply the way the industry works. Dealer loyalty is considered by many to be a rare element, largely dictated by timing and convenience. Although I’m an optimistic person by nature, I recently realized that I too held some of these perceptions.

It took a casual conversation with a consultant to help me remember that loyalty is something precious that should be given only to those that prove worthy of it, and should be rewarded generously when received.

Why?

A loyal dealer (consultants as well) can see through the rough patches that all manufacturers experience. And every single manufacturer will experience these times of crisis. Dealers that are loyal to your brand feel they’re a part—a stakeholder if you will—of the manufacturer’s culture. Give an entrepreneurially focused businessperson the insight he or she needs to insulate his or her clients from these patches, before they have issues, and you’ve just made him or her a real partner.

Here’s a simple action that can encourage this partnership: don’t hide a known issue from your loyal group, and don’t be afraid to let them know that you don’t have all the answers…yet. Allow them to protect their clients, and even unfortunate product issues can help strengthen a bond with your best dealers.

The question that began this article emerged from the same conversation referenced above during a recent manufacturers rep roadshow. And what was the answer?

“I prefer them because when I need them, they respond. Consistently.”

What is the single trait that a manufacturer (and manufacturers reps as well) can display that will consistently engender loyalty? Responsiveness. Don't just say you’re there as a resource. Prove you care about a dealer’s business by answering the late panicky service call. Put in the extra effort to ensure their bid is rock solid, or help them re-engineer it to ensure their end user is deliriously happy with the end result, even if it drops the profit on the single sale.

Successful dealers and consultants did not stumble into their healthy positions. They think strategically about the products and solutions that will bring them both short and long-term profitability. They typically treat their work as a critical, integrated aspect of their daily life. They’re working hard, oftentimes seven days a week, to specify and sell your solutions. And oftentimes, they want a partner.

So when you can, answer that email sent early Saturday morning by the loyal dealer. And omit the “I’ll do it if there’s a PO attached” attitude while you’re responding. Long-term loyalty is worth so much more than that single purchase order.

Michael Bridwell, is VP of Marketing and Home Entertainment for Digital Projection Inc. Michael serves dual senior-level roles for Digital Projection International, the Emmy award-winning projector manufacturer, as both Vice President of Marketing and VP of Home Entertainment. With more than 15 years of experience creating and directing all aspects of marketing and sales strategy, Michael was attracted to the AV industry through DPI’s fiercely independent, customer-driven culture. Previously, Michael owned and operated a niche marketing consulting company, as well as served pivotal marketing roles in the real estate, textiles, and beverage distribution industries.

• Lately, I’ve started to notice the importance of growth at the company where I work. It’s not that being at a growing company has never been significant to me, I've just never worked for a company which values growth in this way and places importance on doing better each year while elevating the quality and quantity of products offered to customers.

This isn’t a slight on any company for which I’ve worked previously. In fact, those companies sought to improve the quality of the products and services being offered as well, but they never seemed to focus on growing revenues and maximizing profits. (This was largely due to their not-for-profit status—one was a humanitarian aide organization and the other a small university which always seemed to be at full capacity.)

Don't get me wrong, I'm not calling my current employer a money hungry revenue-enhancement-machine, either. I bring this up because as we look to grow and expand in terms of new territories, increased market shares, and serving different horizontal and vertical markets simultaneously, one thing is for certain: all options are (and should be) on the table.

A company committed to growing must be open to any and all ideas that could improve that organization’s offerings.

A company committed to growing cannot rely on the motto “but we’ve always done it that way.”

Those just might be the seven most dangerous words an organization can utter. Whether you’re a company focused singularly on improving the quality of your services and products, or a company looking to grow the quality and quantity, it’s important to always look forward, never backwards. Having a “but we’ve always done it that way” mentality limits future success to the way you’ve operated your company, or department, for the last twenty years.

This mentality isn’t just damaging to your company operationally: Limiting innovation, stifling creativity, and frustrating your workforce by failing to adapt can be as catastrophic to your company as stunted growth.

Typically, those attracted to the audiovisual industry are creative, innovative, and agile by nature. Working in a rapidly changing industry where technology seemingly turns over every week, there can be an extreme dissonance when the organization never changes, never adapts, and rarely improves. This can lead to poor employee engagement, which can directly or indirectly affect the quantity, quality, and efficiency of the work put out by the employee—or worse yet, lead to a remarkably high turnover rate. Imagine having to spend money every year onboarding someone for the same position, only to see him or her leave eight months later at the end of their rope, frustrated over a lack of change or transparency. “That’s no way to go through life, son,” as my father would say.

We’ve buried CRT Televisions, mini-disk recorders, S-Video, and so many other antiquated technologies, as an industry, because there are better quality, less expensive, and longer lasting technologies available today. Isn’t it time to also bury our outdated mindset about operating our business for the same reasons?

Mike Brandes, CTS, has over a decade of experience in AV/IT, previously working in full time touring audio, studio recording, broadcast, higher education technology management and video production settings. He is currently an applications engineer at Vaddio. Read more of his writing at http://mikebrandesav.com/.

So here is an all-too-familiar scenario: the AV team is the last to arrive onsite and everybody is screaming they are “late.” We have all been here before, and we will all be there again. I’m hoping this blog becomes the preeminent “I’m telling you so,” which you can hand your client early in the project to explain to them what will inevitably occur if they do not heed the words of wisdom contained within:

Dear Overall Project Manager and Our Client,

We are a qualified AV firm that has been selected for this project. Through whatever interviews, bids process, or other, you have selected our firm based upon our reputation, depth of knowledge, and ability to complete this project on time and within budget. That is our goal, and we want to make sure we get you and us to that point and at the end of the project, everybody is happy.

However, there is an ugly reality that could unfortunately leave us flapping in the wind and taking the brunt of the responsibility to complete our work in less-than-acceptable jobsite conditions and an unrealistic schedule. This is well known throughout the AV industry as “the AV crunch.” If we do not avoid “the AV crunch,” at the end of the project, you will likely be unhappy with us.

So for the good of your project, please let us voice our concerns, and we ask your assistance in ensuring your owners representative, architect, engineers, general contractor, electrical contractor, and your internal IT department all understand what is required to properly install AV systems and the potential risks involved with project delays.

If we all work together on these items early in the project, we can avoid the disaster of missing the project completion deadline.

1. Please ensure our contract and PO are executed promptly. We cannot mobilize our team and commit resources until our contract is in place.

2. Please process our initial payment/mobilization fee quickly. We require an initial down payment so we can begin ordering equipment.

3. Ensure our submissions are promptly reviewed and returned to us. This will keep our project workflow moving. Please also see any of our RFIs are answered quickly.

4. Please see that the project construction schedule includes the following AV milestones:

AV Rough-in/Cabling
This is when AV conduit and cabling are installed, as well as projections screens, ceiling speakers, video projector mounts, flat panel mounts, camera brackets etc.

AV Staging
This is when the AV systems will be fully assembled and tested at our shop. This is also an opportunity for you are anyone from the project team to see and test the “staged” systems before they are delivered to the jobsite.

This is one of the most important AV milestones, and it identifies the jobsite conditions required before the AV equipment arrives on the jobsite. Please note, you REALLY do not want us delivering your very expensive AV equipment into a hard construction environment. “AV room ready” implies that the majority of construction is complete and the facilities are ready to receive the AV equipment. In basic construction terms this means:

- Ceilings are closed

- All electrical work is complete
- All data cabling is complete
- Walls are up, spackled and painted (or wall coverings are installed)
- Carpet is down
- Furniture is installed (including table hatches)
- All dust has settled
- The facility is safe and secure
- The IT services, the LAN, VOIP etc. are live

AV Systems Delivery
As stated, this is the process of us delivering the AV systems to the site. We will need building passes, access to loading docks, freight elevators, and a place to store our equipment and tools during the installation period.

AV Installation
This is the time frame in the project schedule where we physically install our equipment cabinets, video projectors, flat-panels etc. A typical single-room, moderately complex AV system will require 10 days to install.

AV Testing
One of the most important phases of our project: testing. We need to test the system, end-to-end: all audio, conferencing, video projection/display and control functionality. A typical single-room, moderately complex AV system will require four days to properly test.

Consultant Commissioning
After AV testing is complete, we need to schedule the AV consultant for commissioning of the AV system. The AV consultant will review all equipment has been provided, ensure everything has been installed as per specifications, and conduct detailed functionality tests. A typical single-room, moderately complex AV system will require one day to properly commission. At the completion of the commissioning a punch list will be issued for any open items requiring attention.

Punch List Remedy
Once the punch list is received, we will need access to the room(s) to remedy any punch list items. Depending on the length of the punch list, we will probably require a day of work.

User Training
Once the system is 100 percent up and running, we are ready to conduct end-user training for anyone on the client side that will be utilizing the facility, or their support staff.

Your AV Firm

It’s important for your client to understand that project delays need to extend the timetable for AV completion. Yes, even if that means AV completion post move-in.

A note to consultants: The success of this project is as important for you as it is for us. We are just the contractor, and many times, our voice is not heard at the level needed. If you are a consultant that lives up to proper construction administration services, please voice your concerns at the project meetings and get us whatever is needed for our timely completion.

• This is Project Management 101; we need to have enough time built into the schedule to allow for slippage by trades. We can’t simply compress the AV schedule to make up the time. Do yourself a favor and communicate these requirements to your clients.

ABOUT CHRISTOPHER MAIONE, CTS-D, DSCE, DMC-D: Christopher Maione is a recognized leader and expert in the AV industry with over 28 years of audiovisual design and project management expertise. He has managed literally thousands of AV projects from some of the most elaborate boardrooms in the world to entire skyscrapers of complex AV facilities throughout. Christopher focuses his business on being part of the project team and representing the owner/end-user on large-scale AV/technology projects. As a mentor, he encourages colleagues to strive for excellence and consistently challenges the AV industry to improve its practices, and grow its services in an effort to set a higher standard and respond to the changing needs of clients. Well versed in all aspects of AV, IT, and acoustics, Maione is an Adjunct InfoComm Faculty Member and an accredited CTS RU provider and serves on a variety of key industry standard committees. In doing so, he continues to set industry benchmarks for quality.

For more info please contact info@chrismaione.com, www.chrismaione.com.

As the audio visual industry gears up for the largest its biggest gathering of the year let’s look at some of the technologies and stories that have caught my ear over the last month or so.

4K/UHD
2014 was to be the “year of 4K.” That didn’t exactly pan out for a number of reasons; the distribution infrastructure never solidified, the content delivery still isn’t settled on, and the content itself is not quite there yet. However, the display manufacturers continue to push on toward the bleeding edge. CES presented the industry with a glimpse into what this year will be as far as display technology, and it looks like it is another “year of 4K.” We will see this in full effect during ISE. The only difference is now a number of video distribution companies do have solutions, and the content playback is getting there.

Nanocrystals
Another display item we should see at ISE is the new-ish nanocrystals. This was touted as the next generation in light generation for displays. It was reportedly better at color reproduction than OLED with a more stable production system.

Configuration Systems
Crestron made a splash at CEDIA Expo 2014 with its Pyng app system. It is an app-based configurable control system. There are rumors that there is something in the works for the pro market not only from the New Jersey control manufacturer, but also from other control companies. In addition to streamlining the programming side of AV systems, there are a number of products coming out that make it faster and easier to set up simple, small conference—or huddle—spaces. This is an incredible time saver, and money maker, for integrators. We will look to see who else has these quick and easy audio visual setups in Amsterdam.

International AV
One thing that I am looking forward to is learning from the audio visual community outside of the U.S. There are seven billion people on this planet, and only about 330 million of those live in the States. That means there are great resources out there from integrators, consultants, programmers and others that do this AV thing in environments those of us in America have never experienced. How do you do distributed audio in a thousand year-old castle? What are the challenges of working in ultra-arid environments? When dealing with regional IPs, what are the tricks you have learned? This will be a great resource that those of us going to ISE will bring back to share with our community here.

As big of an undertaking attending a show of this size and scope is, it is also great fun. I’ll have a recap of the technology, trends and people I encounter after the show. Tot ziens in Amsterdam.

"Step into my office,” long a phrase evoking tension and intrigue, isn’t so much a possibility in today’s open-plan workplace. “Step up to my desk section” doesn’t really have the same command, and the entirely too self-aggrandizing “Let’s talk in the conference room” is taking things just a bit too far. Thus, the huddle room came to be the perfect middle ground. A space for quiet conversation or focused collaboration, away from the fray and isolated from prying eyes, the huddle room is the new champion of productivity.

Unless the walls are made of glass, which is all too often the case in modern architecture. The need for “transparency” in the corporate setting may be all well and good in a visual sense, but it’s wreaking havoc with the auditory surroundings of those who just want to get things done.

There are a great many new conflicts, unspoken and yet very much elicited out loud, in the modern office. The brazen speakerphone user seldom notices a neighboring phone whisperer too afraid to disturb others. Those with something urgent to get done and big thoughts on their mind may stride up to desks and launch into top-secret discussion while surrounded by countless unintended listeners.

The whims of architects and executives shall forever prompt surprise and even consternation in those tasked with making their visions a reality, but it is at this moment in time that the AV industry most stands to benefit from their vacillations. Accordingly, there is much to be gathered in terms of intelligence and opportunity across the aisles of ISE’s many halls, in the seats of its training rooms and Solutions Theatres, and of course in that good old-fashioned happenstance of meeting with other likeminded colleagues.

There are countless sessions, scattered across the program throughout ISE week, that may serve to benefit those eager to climb the corporate ladder to new levels of AV design expertise. Before the show starts, Monday's course offerings include "The Future of Work: Workplace Collaboration Thrives in the Spatial Operating Environment," provided by the collaboration maestros at Oblong Industries. Relevant sessions on Tuesday include “Needs Analysis of End-User Requirements,” offered on InfoComm’s Training roster, and later in the Commercial Solutions Theatre it will be possible to cross-reference those needs with market potential during InfoComm’s Market Research session at the Commercial Solutions Theatre. Wednesday morning, those most enterprising souls will arise early for “Destination 2020: Future Trends in AV and Electronic Systems,” an InfoComm Training session geared toward trying to predict the unfathomable progress that is likely to occur over the next five years. Some might say it’s impossible to guess what is happening in six months, so it’s important to start charting for the turn of the next decade as best we can. If you didn’t wake up for that event, there’s an afternoon session on “Designing AV for the Future,” presented by USIS.

• In confluence with ISE attendees’ edification in sessions off the trade show floor, the knowledge gained on a tour through the sea of exhibitors’ stands will provide plenty of practical solutions for the sometimes pie-in-the-sky requests of office designers. Watch in particular for sound masking technologies to enhance privacy and productivity, cameras and conferencing options for enabling achievements far and wide, and glamorous electro-acoustic enhancement systems to help tame even a completely open office acoustic. Dream big, bigger than the displays that will catch your eye, and plan lots of sales meetings where clients will be startled to find that technology might just be catching up with their imagination.

Kirsten Nelson is the Editor at Large of SCN.

“Audio is King”—that was the soundest piece of advice that came from my college experience.

I first heard the statement in my digital journalism class, a course geared towards teaching us the skills necessary to produce and edit our own videos for a news environment. To explain, when my professor said “Audio is King,” he simply meant that audio needs to be your priority when producing these videos. With video, you have options in post-production—maybe that shot of your source is a little too dark, but as long as the audio sounds great, you can throw on some B roll to make the video a bit more appealing to the eye while still getting the important information to your viewer. But if the audio sounds bad, there’s not much you can do except re-record the segment.

The same idea can fall into any creative outlet that uses audio. Take music festivals, for example, where you have to set up a sound system that not only delivers clear sound to the thousands of people in the audience, but also doesn’t interfere with the sound coming from other stages. No one likes dropping $100-plus on a concert ticket to hear their favorite song muffled behind the sounds of another band performing around the corner; it’s the engineers’ jobs to make sure everything sounds perfect.

The concept fits in the recording studio setting as well—fortunately, in studios we have the advantage of a much more controlled environment, with access to gear that can help achieve that specific sound the artist is looking for. Even so, the artist still has to pick the perfect mic, merge it with the perfect amplifier and tweak the sound with the perfect effects. Today, you hear a lot of effects that bring the vocals or an instrument away from its original, natural sound, but even in that creativity, establishing a clear recording is key. Without that strong audio foundation, the final product will never sound exactly the way the artist imagined.

For me, audio has always played a very strong role in my life. I grew up with all the greats—The Who, Led Zeppelin, U2, The Rolling Stones—just one part of an eclectic music taste I owe to my mother. I was always the kid with a Walkman (and later, MP3 player) on the school bus completely engulfed in whatever artist I had recently discovered. Napster was my crack—finally having the ability to add a song to my playlist without needing to buy the CD or wait to record it, it’s easy to see how I went a little overboard before illegal downloading became…well, illegal. My point is that music has always been a huge part of my life, and career-wise, it brought me into audio.

If you haven’t noticed yet, my background lies in the studio—I was a radio DJ and producer before switching to the written media, most recently covering the music/pro audio industry with SCN’s sister publication, Pro Sound News. But audio is about so much more than just music—it’s just as important, if not MORE important, in the AV world, where clear audio might be the difference between a meeting going extremely well, or getting cut short. That’s why I’m excited to take on this new position as managing editor of SCN, and to delve into this new realm of audio (and video!). It’s just as much a practical solution to everyday technical challenges as it is an art form—and seeing how these two sides merge will be a great adventure.Kelleigh Welch is the Managing Editor of SCN.

As the first major electronics show of the season is wrapping up, AV professionals are already realizing that 2015 isn’t going to be the same outlook for the AV industry, whether for commercial or residential, as it was in 2014. Last year was one of evolution, not revolution, which is exactly what the industry needed.

For the first time in several years, the big picture items the industry has been talking about for a while finally became usable: Unified communications software and hardware, laser projectors, 4k distribution and switching, and collaborative technology—both wired and wireless. So lets take a stroll down memory lane and look at some of the useful pieces of technology that gained traction in 2014 and are bound to enable AV professionals to do more in 2015:

4K Video Switching and Distribution

Does the industry have 4K/UHD content and content delivery completely figured out yet? No. However, 2014 saw the infrastructure needed for this. AMX, Crestron, and Extron all launched large matrix switchers and smaller presentation switchers, which are able to handle the bandwidth-hungry Ultra High Definition content that will soon become more readily available. Users can implement switching solutions today that are either fully 4K ready or require minimum upgrading (i.e., slot cards, transmitters, receivers etc) to handle the next generation of signal.

Unified Communications

Seemingly every manufacturer started to develop products designed for computer-based videoconferencing, whether it is high-end PTZ cameras, which connect via a USB cable, or companies like Vaddio, which are continuing to develop much needed USB interfaces for professional videoconferencing equipment.

Convergence

I think we can finally stop talking about convergence in terms of things that will happen eventually and finally admit it’s happened already. Just about every audiovisual device from cameras to projectors and switchers to audio amps sit on the network for IP-based control or network monitoring. Control processors will now only be limited by the number of IP devices they can control and not the number of serial relays they have—a victory for all.

Network-Based Audiovisual Transport

In addition to devices sitting on the network for control and monitoring, manufacturers are flooding the market with network transport devices highlighted by companies like SVSi and Just Add Power. The only limit to video transmission is available bandwidth, although good luck getting your IT department to give it to you. (That’s mostly a joke.)

Lamp Changes Are a Thing of the Past

Typewriter ribbons, mimeograph machine ink drums, overhead transparency projectors, and projection lamps will hopefully be seen as arcane technology very soon. (My apologies to the edtech folks still supporting the majority of those.) This year projection manufacturers were able to augment previous years’ offerings of laser projectors, which now provide the brightness, clarity, and color-depth needed to compete with lamp-based projectors. As a former technology manager, I would have gladly paid a little extra for a laser-light projector knowing the amount of money it would save me in the future for lamp purchases, employee labor, and incredibly costly room downtime.

Collaboration

It seems every company on the market now has a wired and wireless collaboration unit, designed to streamline the process for users in huddle-type spaces to get their content to the display as quickly as possible. Some of the wireless options available are the Crestron AirMedia, Barco Clickshare, Christie Brio, Kramer Via, and the list goes on. Some of the standout wired solutions I’ve used include the Extron TeamWork system, FSR’s HuddleVU, Crestron’s Connect it, and Vaddio’s AppSTATION line of products—ideal if you also want to incorporate professional quality, computer-based teleconferencing into your huddle spaces.

Though “game-changing” and “ground-breaking” product introductions inspire awe and build a buzz within the industry, it’s the advancement of these “life-changing” products that make them buyable, usable, and ultimately cause the technology to be adopted. In that regard, 2014 was a tremendous year for the audiovisual industry and I look forward to seeing where 2015 takes us as a group.

Mike Brandes, CTS, has over a decade of experience in AV/IT, previously working in full time touring audio, studio recording, broadcast, higher education technology management and video production settings. He is currently an applications engineer at Vaddio. Read more of his writing at http://mikebrandesav.com/.

SCN: What technology and/or verticals were most successful in 2014?

Greg Schwartz: 2014 was the year of wireless collaboration and huddle room technology. Our outside sales team not only calls on integrators and consultants, but we also meet with end-users to bring projects back through the channel. The demand for wireless collaboration and huddle room technology for classrooms and conference rooms is clearly being driven by the end user. At BTX, we think the growth in this category is still in its early stages, and as the economy continues to rebound, this technology requirement will drive a lot of growth in our channel over the next three years.

What customer or end-user demand surprised you the most and why?

GS: In 2014, BTX did more business in the convention center vertical than in any other year in our 47-year history. While we knew this business would grow due to the expansion of our fiber optic assembly capabilities, the actual high level of demand was far beyond our expectations. So why were we surprised? We didn’t fully estimate the scope of immediate demand for fiber in both the commercial AV and rental and staging markets. Having a dedicated fiber lab with automated equipment and certified technicians enables us to provide competitive pricing with fast turnaround times and has allowed us to efficiently scale production up to meet the increasing demand.

Which vertical markets are on the rise and which do you see declining?

GS: The improving economy is a rising tide, and as a result, we believe that virtually all of our major markets will increase in the short-term. However, within each market there will be transitions to newer, more effective technologies. IP based products will continue to reshape the landscape of signal distribution and digital signage in malls, airports, and campus applications. Higher education budgets will call for more lecture capture, video on demand, and collaboration solutions. Schools just now entering the digital age will be embracing technologies like HDBaseT for the first time, and the expanding medical market will cause a continued increase in demand for telepresence, medical procedure capture, and ultra-high resolution displays.

SCN: What technology and/or verticals were most successful in 2014?
Steve Alcorn: Our show controllers and audio/video playback devices are used in high reliability repetitive environments, such as theme parks, museums, and other dedicated venues. This has been an extraordinarily busy year for us in all those markets, with revenues up almost 100 percent.

What customer or end-user demand surprised you the most and why?
SA: The only areas declining are serial control and, of course, standard definition video. The strongest growth has been in the highest performance products, such as advanced show control networks with hundreds of ethernet connections, and high resolution, high bit rate playback applications. We've been particularly pleased with the growth of our 4K+ solutions, which take advantage of our precise frame synchronization to combine four, or even more, high definition playbacks into one perfectly seamed, giant video.

Steve Alcorn is CEO of Alcorn McBride.

SCN: What technology and/or verticals were most successful in 2014?

Stephen Kohler: In the technology realm, we have observed a tremendous amount of increased focus and continued momentum around digital technology in various forms. We see this trend particularly in relation to our portfolio as it relates to wireless and the desire for digital RF solutions. A strong example of this technology in our current product portfolio is the Microflex Wireless Microphone System, which is a digital DECT based system. We have seen an increased demand for digital software, both for the purposes of networking and audio control. As an example, we launched an iOS app, ShurePlus Channels, which allows users to monitor and control their wireless using a mobile device. We also have a number of Dante enabled products to that same end. From a vertical market perspective, we saw a tremendous amount of success in the realm of corporate installations, specifically in meeting and presentation room environments. This was reflected to us with the success of our products like the Microflex and ULXD Wireless Systems.What customer or end-user demand surprised you the most and why?

SK: In keeping with the trends of our successes in terms of technology and vertical growth, we saw a lot of increased demand for board room technologies in particular. Companies are investing more and more in communication technologies such as teleconferencing, videoconferencing, and IT conferencing. That increased demand didn’t necessarily shock us, but we were pleasantly surprised by the rate of the growth we saw in those verticals. Specifically, we have seen more excitement and demand around the wireless boundary and gooseneck configurations in our portfolio. I think the exciting thing is that this growth indicates a recovery of the economy; its showing continued investment in infrastructure and that’s a very pleasant development.

Which vertical markets are on the rise and which do you see declining?

SK: We haven’t seen too many declines. Fortunately, Shure is in a number of segments where we’ve seen an increase in momentum and sales. We’re seeing probably the biggest growth overall in AV e-conferencing and integration. Specifically, the growth is in corporations but also in applications such as governmental meeting spaces, educational spaces, houses of worship, and similar types of environments. That’s probably where we’re seeing the biggest uptick which is great. We’re excited to see that growth.

Stephen Kohler is the Senior Director of Marketing for the Americas Business Unit at Shure.

As preparation for SCN’s annual Top 50 Systems Integrators issue, I’ve been contacting integrators for some more detailed insight into what the business climate has been like for them this year, and what their challenges are. To say that responses were illuminating is an understatement.

One (of many) comments that caught my eye came from Jay B. Myers, president and CEO of Interactive Solutions, Inc. (ISI) in Memphis, TN. He was describing how his firm has pivoted its focus in response to the market uncertainty they experienced in 2013, placing more emphasis on corporate AV applications and corporate, state, and federal government accounts due to the less exposure these markets have to “the highly volatile videoconferencing industry.”

Highly volatile videoconferencing? I’ve been under the impression that this is one of the biggest growth areas in AV. I followed up with Jay to get a little more reasoning behind his point. Here’s what he had to say:

“You are correct that videoconferencing numbers are higher over the past few years for many integrators, but that is when you consider UNITS shipped and not revenue DOLLARS generated. Prices for Cisco and Polycom (ISI’s top two VTC suppliers) codecs have dropped like a rock since 2013. That translates to less money for the same number of transactions when compared to prior years (price volatility).

Also, several new software (not hardware) videoconferencing solutions (Acano, PEXIP , Videxio, High Five etc.) have been introduced to the market over the past two years, which has been exciting for many of our clients and prospects, but has also created additional confusion. Software is also being positioned as a subscription service (OP-X spending) and hardware is being sold as an asset (Cap-X spending). What does that translate to be? Technical and pricing volatility.

To summarize, even as a highly successful video conferencing integrator, since 1996, what ISI found out in 2013 was that ‘people don’t invest in uncertainty,’ which is one of the reasons we had an off year and had to make some fundamental changes to our game plan and let the VTC market settle down a bit. That’s why we pivoted to the AV applications and increased our sales significantly in 2014.”

What are some of your experiences with the shift from hardware to software videoconferencing technology? Share your comments are below or shoot me an email.

• I like Facebook. I like AV. I like Facebook groups and I like selling selling AV! I like using FB to sell AV. But what I don’t like is selling AV and seeing my clients discuss it on Facebook. So, I actually don’t like Facebook anymore.

I love to use social media platforms to connect with fellow industry people, local businesses, and of course business opportunities if they arise. Let’s be honest, that’s what business is about: creating opportunities. One of the ways in which I’ve found opportunities is to join several communities located within these social media platforms.

I’ve joined many groups, some strictly industry-based, but also many that focus on specific market segments that my company works in. One of those channels is House of Worship. As a member of these community groups, I’ve found that you spend more time sharing knowledge and encouraging proper procedures than actually selling a service, although the latter does happen well enough.

A little while ago I was asked to consult with a friend of mine who’s church facility was about to undergo a large seven figure renovation. Lots of remodelling and a bunch of new technical capabilities were being addressed. One of the first things that came to light during our project discovery meeting was the lack of both an IDP (Integrated Design Process) and an AV firm to handle the actual systems designs. This both disappointed me and excited me at the same time. After the initial discovery meeting, it was determined that my firm could take an advisory role in the project but that all the designs and specifications would be handled in-house by the facilities volunteers. As I’m sure you can imagine, this was disappointing but not unexpected as this is something we encounter often, and usually gain new business after the initial installation, providing needed upgrades and additions to the initial project to address issues within the original system design.

In our newfound advisor role, we made strong suggestions regarding aspects of the system design. Some of our suggestions were a stronger than others — there are times when there is clearly a right way and a wrong way set up a system and we can’t sit idly by and watch an incorrect system design. But imagine my surprise when I would see my recommendation show up in one of these social media groups as a question!

“My consultant told us to do this…. We’re gonna go in this direction, because he doesn’t know what he’s talking about, right!”

This doesn’t bother me so much as I find it a little distasteful (our client didn’t seem to realize that I’m in the same groups), but it does provide a bigger challenge. Because now we have to convince both the lead tech volunteer, the ministries leadership, and every person who commented on that social media post.

This isn’t something that we’ve really experienced on a large scale in our industry. More then ever before, we are now having to defend our decisions and even our suggestions to more then just the actual clients but also to anyone in a social media group that our clients might belong too, no matter what the qualifications are of the social media group member. Luckily for us, in this project we are only advisors; everything is billable time, so the more questions were asked, the more we bill, but that isn’t always the case.

What I want you to take away from my experience in this project is to be aware of your projects as they exist online. If you know where your clients are getting their questions, you have the opportunity to get out in front of those questions and address their concerns before it costs you additional time and money. The online community is great, but anyone can be an expert online, and when it comes to the technically advanced systems that we as AV integrators deal with every day, sometimes you need to be wary of that online volunteer community base.

Thanks for reading and I’d love to hear from you in the comments about your experiences with online communities!

I recently listened to Randy Klein of Crestron Electronics talk about Crestron’s growth over the years (which by the way, is impressive). He touched on “increasing” in size versus “growing” in size. What a great point he made! Increasing in size may be simply adding more to your organization, typically in sales, however growth is what you do organizationally to prepare for increase.

Growing an organization may mean adding skills you did not have in the past or maturing your software systems and processes to handle increase. In some cases, you may leave behind things that won’t be able to handle increase.

Many companies are measured by the revenue they generate — with my company being no exception. Usually, what is actually reported is the company’s increase, not their growth. There is nothing wrong with talking about increase and celebrating when you are able to sustain it or being critical if you have a decrease. But from my experience, at the helm of a company that has doubled in size in the past four years, the message of growth versus increase is acute.

Companies will undoubtedly hit obstacles as they increase, and those obstacles require organizational growth to overcome. As a company increases, management structures have to be analyzed, and adapted. Software systems will become stretched thin and in many cases replaced. Some of the people who helped the company increase in size won’t get you to where you need to go next, and that’s a tough one to swallow. Processes have to be reviewed — the way you’ve always done it may work in some cases, but in others, adaptation has to happen.

In this context, I like to think about the car I drove in high school, a Z28 Camaro. I loved that car and was really proud of it. However, if that car was my primary transportation today, I’d have a problem. Today, I’m married, have five children, and haul a lot of stuff daily. Can you imagine handling all of that increase if I still drove that Camaro I was so proud of?

I would encourage all business leaders to contemplate increase versus growth, and to focus on them simultaneously. By the way, I believe Crestron has both grown, and increased! Thanks Randy for the wisdom!

Before departing for InfoComm’s AV Executive Conference in Scottsdale I asked the question: Are you an egg or a bird?In other words, has your business figured out what the future looks like? Do you know where you are headed and how you are going to get there? Are you ready to fly, or are you still hiding in your warm cozy shell? For most (but I suspect not everybody) the answer was clear; shell existence is not a strategy, you have to hatch, evolve, and fly, otherwise your business, just like an old egg, will start to go bad.

The conference began with Duffy Wilbert presenting InfoComm market data that shows huge growth for AV globally over the next couple of years. You could smell confusion across the floor. "If there is all this amazing growth, why am I not getting my fair share?" vexed many.

Keynote speaker and Paid to Thinkauthor, David Goldsmith provided some clues: “What exactly is the AV industry?” he mused. “You used to do overhead projectors and now you are using Microsoft Lync. Exactly what are you counting in these growth numbers? And with all this consumerization going on, do we count Amazon within the AV market spend?”

After teasing us, Goldsmith threw down the gauntlet to plan the future of our businesses in the same way we plan for your children's. That is, from the day they were born we envisioned how they would be at 21 and did everything in our power to ensure they were happy and successful — now, do that for your business too, before it's too late.

After the wake up call, Dr. Yves Pigneur, co-author of Business Model Generation took one hundred AV industry executives back to school. After several hours of building towers with spaghetti and marshmallows, plastering post-it notes, and learning how Nespresso machines revolutionized our coffee buying behavior, light-bulbs were switching on around the room, and not because it was getting late and we needed a drink. Indeed we had homework to do and thirteen teams disappeared into huddle tents with adult beverages for moral support.

The following day, we heard from industry experts and practioners on how to generate new business models that lead to sustainable and profitable growth. We may think we are special in the world of AV, with unique problems, but we share many of the same issues that other industries far and wide have faced for years. The key lesson: always be innovating and changing.

As the Arizona sun melted into the dusk of InfoComm's second AV Executive Conference, we departed with renewed hope and optimism about our future, and now we had some valuable tools to help our teams build for that future too.
For those needing expert help and support, InfoComm's resident management consultant, David Nour, offered the AV Masters program. Many signed on the dotted line straight away.

I should conclude by answering my own question. Am I an egg or a bird? Well, we are not flying yet, but the egg is hatched, and from where I'm looking the world looks like a pretty wonderful place to be.

Julian Phillips is Executive Vice President of Whitlock.

Without beating the proverbial dead horse whose name begins with the letter “C,” I’d like to bring your attention to an area in which many AV integrators and professionals don’t dedicate enough time to becoming accustomed with and delving into: IT certifications. There’s a handful of certifications available to us in the AV world, but what’s beyond that? In the IT industry, there’s a certification you’ve probably never heard of around every corner, lurking the alleyways of the massive industry. But where do you begin? How do you embrace that industry without becoming overwhelmed with these dozens of exams and certifications to take?

IT certification cannot be mentioned without hearing the word “CompTIA.” CompTIA released its first certification exam in 1993, by the name of A+. Since then, it’s been one of the non-profits involved in the development of many other vendor-neutral and ANSI-accredited certification exams. I do not work for nor represent CompTIA in any way, but their offerings are interesting, especially with regard to AV integrators interested in becoming well versed in IT. This post will provide you with a brief understanding of three of their most popular certification exams.

A+
Today, the A+ is one of the most common entry-level IT certifications. It’s the way many junior-level technicians get their foot into the industry. The exam covers a lot of maintenance, basic networking, hardware, and operating system configurations. While an A+ certification won’t revolutionize your career, it’s a great study path and certification to give you a basic understanding of IT if you’re not too familiar with the industry in general.

Network+
Recommended for individuals with an A+ or nine months of networking experience, the Network+ certification is the next tier of the CompTIA ladder. Studying for this exam just may have you reciting the 7-layer OSI model in your sleep. This can also be considered a good milestone goal for integrators involved in video conferencing protocols, streaming, and other network intensive AV projects. With a good background in IT, many individuals integrating networked AV into a network or experience working with IT may want to consider starting here.

Security+
When it comes to network security professionals who harden systems, ethical hack, and conduct cyber forensics for a living, the Security+ is nothing but an entryway into network security and the first certification on the way to a CISSP or other higher-level certification. For everyone else, this exam and its objectives cover the most of what we would need to know about network security, as we’ll typically be working with IT staff to get devices onto their networks and hardening them per their requirements. CompTIA suggests at least two years of experience in IT administration, specifically security, before taking this exam.

However you choose to embrace IT, at least consider adding a certification or two to your resume. IT staff will appreciate your ability to speak their language, and the growth of confidence when dealing with IT is worth it on its own. CompTIA is good organization to look at, especially for entryways into the industry, but there are several other vendor-neutral and vendor-specific options out there.

Morteza works as an Infocomm CTS-D, CTS-I, and CompTIA Security+ certified AV/IT support staff member in the D.C. metropolitan area. He currently studies Business Administration at a local university. He spends his spare time involved in some of the geekiest things possible like studying AV standards and learning about the latest products.

As follow up to my blog post, “What Electrical Estimators Want, Part 1: The Bid,” I want to now take a look at the post-bid.

After you’ve turned in your proposal, your follow up and responsiveness is critical to building a relationship of trust and respect with an electrical estimator. Face it: you probably aren’t going to win your first bid with an electrical contractor. However, even if you don’t win, each bid is an opportunity to build a stronger relationship that is based on much more than your ability to provide a number.

First, it’s fine to call an estimator a few days after the bid date to see how things are going. At this point, you might get some feedback on your proposal or some questions if your number seemed to be out of line with the other bidders. They will appreciate that you took the time to follow up, but don’t expect a lot of comments on the content or details of your proposal. At this stage, they probably haven’t looked at your proposal for much more than the price. It’s also likely that they’ve shifted their focus to the next bid that is due; such is the endless work cycle of estimators.

Unless the bid was a public opening, the estimator probably has very little feedback on how their number compares to other electrical contractors. They probably won’t have any real clue until the general contractor calls them in for a post-bid or de-scope meeting. The purpose of a de-scope meeting is for the general contractor to be sure they are comparing apples to apples when reviewing all of the electrical bids. This could take one week, two weeks, or even longer, depending on the size of the project and the urgency to get the electrical scope under contract.

If the general contractor is looking seriously at an electrical contractor, there will always be follow up questions that come out of a de-scope meeting. The general contractor will ask the estimator to double-check specifications, verify scope, break out line items, etc. They always need something and will give extremely short deadlines to respond.

This is your opportunity to be as helpful as possible. If you hear from an electrical estimator after their de-scope meeting, that’s a positive sign. Clear off your desk, put everything else on hold and respond to their requests as quickly as possible. Their questions are part of an important list they need to submit to stay in the game. If you don’t give them an answer fast enough, they’ll move on to your competitor. They will also judge the quality of your responsiveness during the de-scope phase as an indication of what it would be like to actually work with you during the project.

This is also when any non-standard exclusions or omissions that you had in your proposal could come back to haunt you and reflect poorly on the electrical estimator. Now they will be reviewing your proposal in detail and looking for any errors or exclusions that could become a liability. For example, if you excluded the cable installation or included unacceptable product alternates, it’s going to come up. During the de-scope, the last thing an electrical contractor wants to do is inform a general contractor that a price is going up because something was missed. If it’s because of something you missed, it’s going to reduce the chances that you’ll be asked for another proposal in the future.

At the end of the de-scope process, even if they aren’t awarded the project, the electrical estimator will remember the responsive bidders who gave them a complete, on-time, and easy to read proposal. If they are fair and your price is competitive, eventually your companies will find the right opportunity to work together on a project. So, hang in there, answer their questions (no matter how bizarre) and you’ll quickly become a go-to AV bidder.

Jimi Gonzales was raised in the systems integration industry and currently manages the technologies division of Ion Electric, a large electrical contractor based in South Florida.

#73092386 / gettyimages.com

Why should you go to InfoComm's AV Executive Conference (AVEC) in Scottsdale on September 17?

September is one of the busiest months in an AV executive’s calendar: it’s the first month of the final quarter of the year and there is a whole lot of business yet to be done. So why should you swap your spreadsheet for a plane ticket to AVEC, and your oxfords for golf shoes? Let me share some words from Narnia author and fellow Brit, C.S. Lewis: “It may be hard for an egg to turn into a bird: it would be a jolly sight harder for it to learn to fly while remaining an egg. We are like eggs at present. And you cannot go on indefinitely being just an ordinary, decent egg. We must be hatched or go bad.”

Think of your business as an egg. If you are lucky, it will be a decent egg. Business is OK and you spend the majority of your time ensuring it remains just that — OK. But eggs, just like businesses, were designed to do one thing, and that is hatch at the perfect time and transform into a beautiful bird, liberated from the confines of its shell and free to fly in whatever direction it chooses. If an egg does not hatch, it will eventually go bad and all that wonderful potential will die with it.

Here are some questions for you: Has your egg hatched? If so, are you a beautiful bird? Or are you confined within your shell? Are you starting to smell bad egg? If your answer sequence is no, no, yes, something doesn’t smell right, then you need to register online today and book your ticket to Phoenix. If business is not going well and you are genuinely worried, don’t stay at home and try to sell your way out of trouble. Head out to Arizona; after all, it is Phoenix that is named after the legendary bird, reborn out of the ashes of despair.

So what’s with all the literature, philosophy, and typical European drama? This is just another AV conference where we get together with the good old boys and girls, moan about margins, IT guys eating our lunch, and have one too many mojitos, isn’t it? Well if that’s what you are looking for, don’t come, you might be disappointed.

The big theme at AVEC this year is “business model.” In other words, exactly what kind of egg are you? What kind of bird do you want to become? How and when do you break out of your shell before things turn bad?

There will be revered academics and business practioners assembled to help provide frameworks, perspectives, and experiences. You will be encouraged to think outside of your egg and imagine what it will be like to fly. It’s all about business transformation.

Don’t bring your laptop; bring the smartest and most challenging and therefore the most ambitious colleague you have. You can both start to work on the business, rather than in the business, and you will be in great company.

When I fly to Phoenix, I will have just celebrated my birthday and easing my way into my 50th year. There are times when I feel that living in a shell is a safe and comfortable place to be, and then I reflect on the words of C.S. Lewis again, “You are never too old to set another goal or to dream a new dream."

So again, are you an egg or a bird?

Julian Phillips is Executive Vice President of Whitlock.

Content is king. Forget the old way of selling – it’s boring. Let’s actually communicate with our customers and prospects without “selling.” Instead of pitching products and services, let’s deliver information that makes our buyers more intelligent. Create quality, relevant blog articles, case studies, videos, and product reviews. In return, they reward us with their loyalty. Boom. Easy enough, right?

Well, now you’ve got to dedicate the time and talent to creating this content. But if you are a small- or medium-sized business with limited resources, everyone is probably just too busy. Your marketing department (if you are lucky enough to have one) is writing proposals, planning local events, and supporting your sales staff. Who has time to create content? Your marketing budget is miniscule (again, if you are lucky enough to even have one), therefore outsourcing any help is out of the question. So how do you create quality content with little to no resources?

Think about what you already know.
What interests you? Make a list of things you know about your product or brand and the related topics in the industry that get YOU excited.

You work at your company for a reason – what are those reasons? Whether it’s the technology, business practices, or the people that keep you happily going to work every day, these can all be turned into great content topics. If you know more about general marketing and sales, talk general marketing and sales. Not everything has to be laden with thick technical jargon. If you’re more technical, use that knowledge to your advantage. Create relevant content with information you’re familiar with. Don’t sell yourself short – you know more than you think.

Leverage your colleagues.
Chances are you have some fairly intelligent colleagues – and they come with a variety of professional backgrounds. Audio and video technicians, engineers, and specialists surround you every day. Tap into their insights and ask them to put together an article on the latest industry trend.

How about a product review? I know getting your colleagues to drop what they’re doing and create content is nearly impossible, but what if the topic was about something they truly enjoyed? Or consider an employee profile. We all have weird hobbies and interests that led us to the AV industry (cue musicians, ex-roadies, and audiophiles. Believe it or not, your customers actually enjoy reading about interesting people and attaching a face to your product or service.

Don't create content in a vacuum. Your colleagues are your best resource. They know your products and brand better than anyone else and just may surprise you with the wide variety of ideas they have available. All you need to do is ask.

Ask the outside experts.
You know who they are. They’re on LinkedIn, speaking at industry events, and splashed all over the trade publications.These are the early adopters, the people who make a point of knowing what the latest and greatest trends and disruptions will be. They are already creating great relevant content, and I’m sure they’d love it if you shared it with your network. Take it even further: ask them if they’d be willing to review a product, service, or idea. And there’s no shortage of experts in our field – from manufacturers and consultants, to journalists and end-users. Most aren’t so scary. (I promise.)

The bottom line is that great content doesn’t have to be expensive and time consuming if you are able to tap into what you (and the people around you) already know about your brand, customers, and the industry. The content you provide just has to attract your customers and prospects and stand out from the crowd.

Here are three simple things you can do today to plant the seeds for your next content idea:

1. Write a list of the five things keeping you up at night about the industry. You'll immediately have five perfect brainstorming ideas.

2. Schedule a brainstorming lunch with some of your salespeople. Use their insights to inform your next blog post.

3. Ask to go on a ride-along with some of your service technicians – take note, photos, and whip up an amazing multi-media content piece.

In pro AV, names don't come much bigger than Harman and AMX. The audio manufacturer's announcement today that it will acquire AMX—one of the industry leaders in control and automation— for $365 million is a blockbuster story for the AV industry. It bounds with possibilities, and sets the stage for Harman to play in spheres far outside what it is traditionally known for.

Harman is an interesting company to track since it is one of the only public companies in pro AV. They have shareholders to answer to, and all their finances are publicly available.

And when you look at the AMX deal through this lens, you start to see how completely insignificant it is to Harman's greater business, and how, while surging in every respect, the AV industry continues to remain a mere footnote in the world of tech and beyond.

For example, Harman has a market cap of just over $7 billion with over 12,000 employees. Compare this to AMX's 600, with an apparent value of $365 million.

In Harman's press release, CEO Dinesh C. Paliwal lays out the rationale for the acquisition—namely that the company is hoping to replicate the success it has seen in the auto world in the world of enterprise. The bulk of Harman's business currently comes from cars. The desire to expand beyond that is a no-brainer, and the acquisition of AMX definitely makes it possible.

But look at the market reaction to this story. Harman's stock has had a spectacular year, nearly doubling in value. Today? It's barely keeping pace with the indexes. What does this tell us? It tells us that the analysts on Wall St. don't see that having a significant impact on Harman's overall business. And if you look at where Harman makes all their money—namely in places other than pro AV–they're right.