One of the most exciting aspects of Fabrice Penhoat’s new responsibility for PPDS’ overseas French territories is the rapid growth of the AV market in Morocco, which will co-host the 2030 FIFA World Cup alongside Spain and Portugal.
Paris-based Penhoat, recently promoted to business director for Philips Signage and dvLED France, Dom Tom (French overseas territories) and Africa, has already visited Morocco more than 10 times. King Mohammed VI is driving upgrades to airports and train stations, as well as the construction of new stadiums in the North African country. Meanwhile, the hospitality sector is preparing to welcome hundreds of thousands of extra visitors.
“It’s a huge market now in Morocco and there are not so many players as in the French market. Being a generalist, Philips can provide products for pretty much any installation they have, including hospitality and enterprise AV. The secret is to find the right partners,” he says.
Sensitivity to the local culture is also part of his role, he believes. “When you do this job there are a lot of different things to manage. Politics is important and so is religion. For example, you can’t organise a meeting in Morocco during the Ramadan period. It’s fascinating for my own personal culture to keep visiting Morocco. I’m really loving the job.”
Meanwhile, back in his native France, competition has intensified from rival manufacturers, including cut-price Chinese brands. Penhoat says that, when he started at Philips in 2015, he was only competing with a few brands like Samsung, LG and Panasonic.
“It’s become very complicated and today we have to fight harder. The cake is getting smaller and smaller, and there are more and more actors wanting to eat this cake, especially in LED. And there is a price gap with Chinese products, for example. It’s rather like the gap between standard and organic food. We have to stress the extra quality of our products and services,” he explains.
Penhoat says his sales team always has to emphasise the difference between Philips’ components and more cheaply manufactured alternatives. “For example. We have Android screens of the highest quality, whereas some competitors are selling screens you could buy at the local supermarket. If you wanted to install them in a security conscious environment like a bank, you wouldn’t be able to. So, we need to convince our customers that, okay there is a price gap, but we are a strong company with a quality product.”
Penhoat is proud of his achievements in reaching such a critical role at Philips. “I’m proud because I started at the bottom. I was just basically a DJ, and now I have a lot of responsibility,” he says.
Penhoat, in fact, entered the AV sector purely by chance. As a young man, he was working as a salesman in a bank, but his hobby was mixing and installing audio for parties. He happened to meet the technical director of an events company looking for someone to install AV solutions. “That’s why I’m here today because I met that guy and began installing audio,” he say
His rise through the ranks was rapid. He went from audio technician to technical director of the events company. Eventually, he ended up on the other side of the fence, entering the AV sector as sales director for France for Vogel’s, which makes mounting for AV solutions.
Penhoat was Philips’ sales director for France for more than six years until in 2022, he was tempted away by another offer. It didn’t turn out well, however, and he returned to Philips a year later.
“When you have a good reputation in AV, you get a lot of offers. And I was tempted, but I realised the grass wasn’t greener. I wasn’t happy and the top management at Philips could see that and they invited me back. I always say you need to leave a company on good terms, and I’m very happy to be back again,” he says.
Previously he was responsible only for sales in France but his role has expanded enormously. “I will do my best to reach what is a huge target!” he says.
Penhoat is building a team to help him to achieve those sales and always gives them the same piece of advice. “I ask them what is the first thing you sell? And the correct answer is you! The AV world is an important market, but it’s a small one and everybody knows everyone else. Over the years I have learned that simple, direct communication is best. You need to be clear and straight in your dealings with people.”
