Future-Proofing Pro A/V: How to Thrive in a Converged Network Environment

Network convergence has democratized the professional audio-visual (Pro A/V) industry, allowing for increased accessibility and participation from non-traditional players with diverse skill sets. 

In the ever-evolving landscape of Pro A/V integration, the adage “The only constant in life is change” has never been more apt, particularly in the wake of a global pandemic. As Heraclitus, the ancient Greek philosopher, observed centuries ago, change is inevitable, and it’s essential for businesses to adapt and innovate to thrive in such dynamic environments.

Network Convergence: Reshaping the A/V Landscape

The global Pro A/V industry has experienced rapid transformation in recent years, driven mainly by the convergence of information technologies (data centers, datacom networks and other associated IP network administration) and operations technologies (HVAC, lighting, telephony and other operations administration associated with the Internet of Things) onto IP networks.

As more IT/OT technologies converge on the IP or datacom network, structural barriers are eliminated, and specialization becomes less important. This convergence has blurred the traditional boundaries between IT, physical security, datacom and Pro A/V, creating new opportunities for integration professionals across various domains. The bottom line is that IP network knowledge and expertise reign supreme for the most successful integrators.

In this shifting landscape, integrators now known primarily for expertise in Pro A/V, IT, security or datacom face a critical choice: Embrace the changing paradigm and expand their knowledge into new areas, or risk being left behind as new business opportunities emerge. Integrating IT and OT technologies onto IP networks has democratized Pro A/V integration like never before.

Network convergence and standardized protocols have transformed Pro A/V from a bespoke business with a limited number of qualified integrators into a high-volume, low-complexity, non-proprietary environment with rapidly diminishing barriers to entry. This opens doors for non-traditional players with existing IT, physical security and datacom skills to enter the Pro A/V market, and vice versa.

Turning Crisis Into Opportunity: Embracing the Change

As a Chinese proverb goes, “A crisis is an opportunity riding a dangerous wind.” In this case, The “crisis” is the Pro A/V integrator’s changing world. The opportunity lies in the unprecedented ability to expand their businesses and their profits. But the “dangerous winds” of diminished returns, missed opportunities, stagnation and even obsolescence are likely to befall those who choose not to embrace these new business opportunities.

For integration professionals, the current flux represents a chance to expand their businesses and increase profitability by leveraging newfound opportunities. With the IP network being the common denominator, integration professionals can now decide where they want to expand their businesses, including:

• Security to Pro A/V: Integrating security cameras, access control systems and video surveillance solutions.
• IT to Pro A/V: Leveraging IT expertise for network design, equipment configuration and system integration.
• Datacom to Pro A/V: Utilizing knowledge of network infrastructure design and installation.
• Systems integration to Pro A/V: Integrating Pro A/V systems into broader building automation and control solutions.
• Pro A/V to any of the above: Pro A/V integrators can similarly leverage their existing expertise to venture into security, IT, datacom and systems integration.

A key driver of this expansion is that Pro A/V margins can be greater compared to those within IT, datacom, physical security or similar industries, making it an attractive prospect for integrators seeking to expand and diversify their revenue streams. In addition, global Pro A/V revenue growth forecasts indicate demand is continuing to increase. The Pro A/V industry is projected to add nearly $100 billion in revenue through 2028, reaching $402 billion, according to AVIXA’s 2023 Industry Outlook and Trends Analysis.

Education and Training: Building Blocks of Diversification

However, these opportunities come with their own challenges, particularly in acquiring the knowledge and expertise needed to navigate unfamiliar territory. While the Network may be a constant, what can hang off the Network is vastly different depending on the industry.

Mastering these new frontiers requires in-depth knowledge specific to each domain. When it comes to Pro A/V, integrators need to develop expertise in these five critical areas:

• Digital signage: Understanding the hardware, software and content management systems involved in creating and managing digital displays.
• Sound and paging: Learning about audio systems, emergency notification, amplifiers, speakers and paging solutions for various applications.
• Unified conferencing and collaboration: Mastering the intricacies of video conferencing systems, collaboration tools, and room booking solutions.
• Infrastructure: Gaining expertise in network cabling, equipment racks, power distribution and other infrastructure requirements for Pro A/V systems.
• System administration and control: Developing the skills to manage, monitor and control Pro A/V systems using software and hardware tools.

Empowering Partners: The Role of Distribution

Partnering with a global distribution partner capable of providing comprehensive education and support to integration channel partners is crucial in facilitating this knowledge transfer. By offering channel partners insights into various network endpoints, their functionalities and how they interact within different industries, distribution partners can significantly accelerate integrators’ learning curves, paving the way for diversification of offerings and profitable business expansion.

Driving Enhanced Profitability: What Global Distributors Bring to the Table

Finding a compatible distribution partner with true global reach and a willingness to bring its integration channel partners into this brave new world can drive enhanced profitability. Here’s what to look for:

• Global reach: Look for a partner with a truly international presence to support your projects regardless of location.
• Boots on the ground: In addition to their ability to deliver globally, ensure the partner has local expertise and resources to provide hands-on assistance to all your markets.
• Supply chain expertise: A reliable distribution partner with a robust global supply chain ensures access to the right equipment, when and where it's needed guaranteeing project success.
• Access to cutting-edge technology: Is the potential partner locked into a few proprietary solutions, or are they nimble enough to deliver on the latest tech advances that will give you a competitive edge?
• Commitment to education: Choose a partner that offers comprehensive training and education programs for integrators entering the Pro A/V space.

The ability of any global distribution partner to provide what you need, where you need it, how you need it, and, most importantly, when you need it can mean the difference between success and failure.

Keys to Success: Recognizing the Opportunity and Finding the Right Partner

The Pro A/V integrators best prepared for significant expansion and revenue growth are those who recognize that the convergence of IT and OT technologies onto IP networks has opened new opportunity vistas — and who embrace change and acquire new skills.

By finding the right distribution partner and investing in education and training, integration professionals can position themselves for success in this rapidly evolving landscape and future-proof their businesses. Tech guru Udi Dorner put it in a recent Forbes Business Council article: “If you’re not moving forward, you’re moving backward.”