The AV Communications MarketplaceMay 11, 2005 12:42 PM, Cynthia Wisehart, editor, InfoComm Preview Magazine AV is Everywhere 
You've heard the phrase before: AV is everywhere. Certainly in Las Vegas, that would seem to be true. It's in the hotels, on the monorail, in nearly every restaurant, on stage in many of the most exciting shows, on the sides of buildings such as the Fashion Show Mall, and in the houses of worship (yes, Las Vegas has them). A recent ICIA study put the North American AV market at $18.9 billion. ICIA Executive Director Randal A. Lemke, Ph.D, says today's top markets remain corporate, higher education, and government, with highest growth sectors in health care, worship, and training. "There is no vertical market in decline," notes Lemke, who also sees growth in digital signage and residential, among other sectors. But as the video marketplace grows larger it also grows more complex and competitive. Technology, business, sales techniques, relationships—all move and change more quickly now. Staying competitive means constantly learning and setting new standards. If there's a theme at InfoComm 2005, it's professionalizing the industry. Words like "framework," "best practices," "certification," and "standards" come up frequently when people talk about the potential—and challenges—ahead. Keeping up is key. But it is also increasingly clear to many in the industry that achieving some kind of tribal knowledge and vocabulary is also important, especially as competitors enter the market from other sectors and clients bring higher expectations and knowledge to the table. As just one example, Lemke points out that the roles of distributors are changing as they take on a more value-added role. "People across the board are expected to deliver value add to this market," Lemke says. "To do that you have to have knowledge." Last year, InfoComm grew in important ways, adding new educational opportunities, such as the well-attended Super Tuesday sessions, and launching or expanding co-located events for worship, collaborative conferencing, education, projection, and others. More certification opportunities and support are available at the show, in keeping with the professionalizing theme. There are more intermediate and advanced courses; there is more audio. The show floor specialty pavilions have grown to seven, encompassing streaming, digital signage, presentation, lighting and staging, collaborative conferencing, residential, and audio. So along with InfoComm's traditional role as the ultimate place to see the technology and kick the tires, it's also the place to figure out how you, your skills, and your business best fit into a world where AV could be anywhere, and everywhere. |
