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MSolutions names new UK country manager

Philip Bass to lead business development, sales and marketing activities

MSolutions is continuing its global expansion initiatives with the appointment of Philip Bass as the company’s UK country manager. 

Building on its founders’ rich history with HDBaseT, MSolutions develops problem-solving products that simplify the adoption and installation of HDBaseT-based media networks for AV integrators and end users. In particular, the company’s MS-TestPro MS104B portable HDBaseT test device helps systems integrators and installers to quickly and cost-effectively verify cable and signal integrity, and troubleshoot performance and connectivity challenges. 

Bass comes to MSolutions with a proven track record of success spanning more than 20 years in various senior business development, sales and marketing roles for both manufacturers and distributors in the consumer electronics and IT sectors. He has helped companies ranging from British start-ups to international brands looking to establish themselves in the UK and grow their market share, including monitor manufacturer ViewSonic, digital audio brand PURE, soundbar manufacturer Orbitsound, and China’s leading white goods domestic brand Haier. 

Bass’ initial focus at MSolutions is to establish the brand in the UK, working closely with the MSolutions team and channel partners to educate the market on the value propositions of the company’s products. He notes that the rapid convergence of traditional AV technologies and IP networking has created the need for cost-effective tools to help integrators speed the installation and verification of their deployments.

“HDBaseT has become somewhat ubiquitous, built into everything from distribution products to projectors and displays. However, installations are often still complex, with a considerable amount of network cabling that can make it difficult to track down issues,” said Bass. “MSolutions’ full-featured HDBaseT test devices make it much easier for integrators to certify their work and resolve any problems that occur, and are affordable enough to become an essential part of any installer’s toolkit. I look forward to helping bring the advantages of all MSolutions products to the UK market initially, followed by the EMEA & APAC regions.”

Bass will also focus on establishing a distribution network for MSolutions in the UK and other international regions. He has extensive experience setting up and managing distribution partnerships internationally, which will benefit MSolutions in maximising the effectiveness of their channel partners. 

“The UK is one of the most important countries in our international growth strategy, so it was crucial that we choose the best resources to support our efforts in that region,” said Eliran Toren, co-founder and CEO of MSolutions. “We’re very pleased to welcome Philip on board as part of the extended MSolutions family, and look forward to delivering our proven benefits to an expanding array of UK-based customers.”