In April, 2009 I was fortunate to participate in a landmark event for the AV Industry, the InfoComm 100. InfoComm International brought together one hundred industry leaders and key volunteers from around the world for a two-day think tank. The “100” as we came to be known, brainstormed about future trends that will affect the AV Industry over the next five years. The final report called A View of the Near Future of the AV Industry will be available soon on InfoComm’s website.
Over the next several blog entries I will often refer to the “100” and the insights, prognostications, and implications for the AV Industry that were shared there. There are several themes that permeate the report and I want to expand on mast of them in the coming days. Here’s a taste:
The Industry
It is getting more and more difficult to define the AV Industry and even harder to define the barriers to entry. Yes, it can be technologically challenging, but society is getting very comfortable with technology. Plus, an increasing number of products will be plug and play or otherwise much simpler to use. This is all compounded by the fact that as an industry it is very difficult to claim electronic sight and sound as our private domain. IT and Telecom are much larger and more influential and are stomping all over traditional AV grounds.
Technology
Software is the new microchip. It can be completely flexible, open source, and value-added – claims no longer held by hardware. Customers will continue to commoditize equipment and will even devalue much design engineering. The trend will be toward a holistic engineering solution for building communication and control. Again IT may have the dominant hand, but it also appears that IT doesn’t really want the job of managing end points. It’s like the highway department managing gas stations. They are connected; they share customers; but they have very different deliverables. IT will be about the delivery system and AV will be about the user experience.
Demographics
It’s hard to get excited about demographics until you think about the growing human need for visual communication over text-based information. The next generation (or perhaps this is true for Gen Y) will read more words electronically than in print. And they will do it anywhere they darn well please. Social media is having huge influence in how the younger generations communicate and it is trickling up to previous gens. Grandma’s on Facebook! AV will include content delivery systems we haven’t even imagined, because we have a public that will embrace almost anything that enhances their visual and auditory experience.
Social Values
Contrary to the goals of much of the newest AV technology, people will still need to meet face to face. How this will be reconciled with sustainability will be interesting to watch. In any case, the InfoComm 100 feel that “going green” will be part of the social fabric and that sustainable solutions will be a key part of future business for the AV Industry. Equally as important is the trend towards more active involvement by customers in the specification, design, and integration of AV products. This will have serious implications for the traditional AV integration model that relies on “black box” products and design steps.
Global Economics
It’s always interesting to watch a businessperson with a narrow regional view suddenly realize – often as he or she is debating economics with someone from the other side of the world – that macroeconomic issues almost always connect back to local ones. The demands of global communication will dictate that innovations in AV will be distributed evenly around the world. The technology required to put a modern classroom in an African village is the same as in an industrialized urban setting. The content dictates the medium. AV Systems will be a business, education, and social requirement for every society.
Government
There is clearly already increased movement by governments across the globe to better regulate, certify, and manage the definitions of the AV industry. AV encompasses most of the building trades, many of the engineering professions, and increasingly competes with with regulated industries like telecom. It would be naive to think that AV will avoid licensing of AV engineering, regulations regarding the definition of “systems,” adopted Standards, or mandates regarding sustainability of products AND processes.
In future blogs I will touch on some of the implications of these prognostications to key segments of the AV Industry. What will our choices be? Who will decide? What can we do if anything to change the course of future view?
Tom Stimson, CTS is a management consultant and adviser to the AV Indsutry, He is also the 2009 President-elect of InfoComm International. tom@trstimson.com