Biased or financially motivated AV integrators may be putting your business at a competitive disadvantage

Mike Blackman, MD of ISE, warns businesses may miss out on the latest AV products and solutions by relying squarely on the knowledge and relationships held by an integrator
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Mike Blackman, MD of ISE, warns businesses may miss out on the latest AV products and solutions by relying squarely on the knowledge and relationships held by an integrator

In just over two months, Amsterdam will once again play host to the biggest audio-visual trade show on the planet, ISE 2018.

Now on its 15th edition, ISE – held at the RAI Convention Centre – attracts more than 73,000 visitors and 1,400 exhibitors each year – providing the broadest view of what’s available in the AV market today – as well as new and future releases.

Speaking to AVTE, the shows MD Mike Blackman, who launched the first edition of ISE back in 2004 in Geneva, said the show has become a magnet for end users all over the planet.

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A major part of this, he explains, is down to the ability for end users (businesses in all sectors, big and small) to visit, speak and experience new products and services from manufacturers they may have previously known little about – or even existed.

Blackman warns one of the biggest obstacles for AV manufacturers , is the barrier sometimes created by AV integrators, who may have auterior motives for the products and brands they recommend. This, he suggests can restrict businesses in their choices and potentially harm their competitive advantage.

Choosing his words carefully, he told AVTE: “We became very aware about ten years ago that the manufacturers wanted to influence the end users directly.

“The danger is that an integrator may have a better relationship with one manufacturer over another, or perhaps they receive a better margin with one over another. Manufacturers fear that and that’s why they want to be able to speak directly to the end users themselves. ISE provides that.”

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He continued: “End users can see what each manufacturer has to offer and not just rely on the person directly selling to them. It’s incredibly valuable from a knowledge and awareness perspective, but also ultimately for the benefit of the company they represent. On the flipside this can also benefit the integrator who can then discuss ideas that their customer has seen and may even get more business as a result.

“If you want the broadest possible view of the industry and everything to do with AV for your organisation, we have it at ISE.”

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