WILLIAMS : We have noticed an increasing trend in the “ total sale ” go-to-market strategy in the industry . In some aspects , this can provide a competitive advantage , although this varies greatly based on the manufacturer and applicable project . High-performance systems often require integrating equipment from various manufacturers to provide the best solution . One-stop shopping has some administrative benefits as well , limiting the transaction points , training , and ongoing service and maintenance burden .
PS : We ’ ve also seen a rise in increasingly sophisticated technologies offering control through increasingly simple interfaces – basic touchscreens , iOS integration , etc . Have you seen benefits of this either for your business or your clients ’ operations ?
technology in closed ecosystems that do not integrate with others . This will change with clients demanding interoperability , which is greater today than it ever was .
RUSHTON : Absolutely . AV and IT systems are becoming more and more sophisticated ; however , I would be reluctant to say that the user interface is simplifying . UX design is a sector of the audiovisual industry that needs drastic improvement – either that or integrators should recruit expertise from other industries such as web design or application design . AV integrators are expected to be experts in audio , video , networking , control system programming , and GUI creation but they are quickly becoming proficient at all but masters of none .
The AV industry is on the verge of receiving huge benefits as various industry resources are redefining and / or controlling the UX experience .
BERGERON : It is definitely something that benefits both integrators and customers . For them , it means that they can get access to the whole system via only one interface . Having a custom-designed interface means less human error . In a way , it makes the systems safer and simpler to use . A better customer experience means that our solutions are even more adapted to our customers ’ needs .
BOOKER : All the time and every day . This has benefited us from all facets of our company , from lighting control all the way down to AV control and documentation . When users have the ability to utilize everyday devices , it makes it extremely convenient for system control upgrades … It is a welcome progression that we are seeing other companies beginning to incorporate control technologies into their audio and / or video networks . I believe this will become more prevalent as technology evolves and clients ’ expectations for BYOD and IoT devices expand .
MCCARTHY : Anything that makes your product or service easier for the customer to utilize creates value . First use should always encourage more use . That happens when non-technical people feel comfortable utilizing the products or services that you have provided .
PUTHENKULAM : The need for control systems should die , and it will . Control should be transparent . Eighty per cent of meeting spaces being furnished today are huddle spaces . Currently , there are technologies like the Microsoft Surface Hub , Google Jam Board , Cisco Spark Board , Display- TEN , Vivitek ’ s NovoTouch , and others that are providing all-in-one technologies for these spaces .
From a user experience perspective , why find a control panel to touch a button or two to get the content from the user device on a display ? The room technology should know I ’ m present , recognize my device , and understand how I may share content on the screen . Today , this is being delivered by
KELLY MCCARTHY , President , Genesis Integration Inc . & President , National Systems Contractors Association ( NSCA )
GEORGE P
UTHENKULAM , Account Manager , Systems Integration , Westbury National
WILLIAMS : We have seen benefits for our clients with this trend by lowering the cost of entry for control systems . In non-mission critical environments , prosumer equipment has allowed us to value-engineer solutions for our clients who would otherwise be budget capped .
PS : On a related note , have you found that the everincreasing access to information afforded by the internet , coupled with these simpler interfaces and solutions , has made your clients more “ tech-savvy ,” or perhaps better able to relay their detailed wants and needs for projects ?
BERGERON : Customers are definitely more informed than before and always have to keep up to date . I won ’ t say that they necessarily are better able to relay their detailed wants and needs , since they sometimes have very high expectations and what they see somewhere else might not be the best solution for their needs , and with their project ’ s constraints . Our job is to explain as clearly as possible the possibilities for their specific scenario and to guide them through choosing the solution that works best for them .
BERNATSKY : The answer to this is two fold . For our consulting clients , to some degree , yes ; end-users , less so . It ’ s kind of like self-diagnosing a medical condition . There are many possible ailments with very fine differences in symptoms but hugely different treatments . The same applies in our industry ; you really need to be an expert in your field to guide even the most tech savvy end-user to the right solution .
BOOKER : Yes and no . Often , there is enough AV information online for a more “ tech-savvy ” client to access ; unfortunately , they sometimes don ’ t have the scope or the vision to see the macro view of the overall needs of the project . Sometimes when you have been working in the same place with the same technology , you fail to see the more expansive possibilities and
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