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Three AV Storms We Should be Prepared to Face...

Wed 25, June 2014   AV News

Author Julian Phillips attended InfoComm 2014 this year and noticed some strong trends in the technology field coming over the horizon. Much like global climate change, we can't directly see the technology market, but it is always changing due to the behavior of consumers.

Mr. Phillips warns us that we must adapt and transform to the current and future storms if those in the technology industry are to continue driving market trends with new products and outlines three major storms we currently have in our technology forecast. On Monday we can expect a "Consumerization Hurricane," with gale force consumer-driven winds. Be sure to stock up on mobile and handheld devices, as this will help weatherproof for the storm. Tuesday we can expect "Microsoft's Typhoon" to come crashing in loudly. Due to historical factors from Microsoft, don't expect this to be a small typhoon despite what other reports have said; they have been known to hit unexpectedly and with terrifying intensity with new and unforeseen technology patterns. Lastly, after a couple of days of calm weather, we can bring in the weekend with the "Virtualization and Cloud Cyclone." This cyclone will continue to pick up physical technology on the ground and hoist it straight into the "cloud" controlling the cyclone. Expect less physical hardware on the ground and more user compatibility with the cloud in the aftermath.

While these storm jokes may be "punny," they lend a huge insight to the future of the technology industry. As referenced by Mr. Phillips, end-users are shaping the market now more than ever. While traditional AV business models involved channeling new technologies through resellers, there is currently an overwhelming number of consumers seeking specific technology solutions to their problems instead of adapting their solutions around new technologies. Furthermore, failure to properly "storm-proof" your business and industry standards will hinder the ability to stay competitive in the ever-adapting climate of the industry.

The author also discusses the Global Presence Alliance presentation that he hosted which focused on the AV industry's new standards expected by consumers rather than discussing simple trends. Mr. Phillips states that technology must remain invisible and simple, consistent in performance, and constantly connected to the global network. By adapting to these principles of technology standards, one should remain successful in the changing climate.

Concluding, the author states that one must broaden technology and AV theories and try not to be too specific regarding a new approach. Failure to heed this advice may hinder the ability to remain competitive and a leader in the vastly changing technology field.

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