Software always eats hardware.  What do I mean by that?  Just that expensive and proprietary hardware evolves into software running on commodity platforms.  This phenomenon is now happening with increasing speed in AV – and it’s a great opportunity for AV resellers. It’s a chance to leverage software for ease of use, deeper integration of AV systems throughout an enterprise, and reduced cost and support.  Clearly, customers want these things and are seeking out AV integrators who can provide them.

This new world of software driven AV is a wireless, flexible, and connected world. When it comes to wireless, 90 percent of AV resellers are seeing customer demand solutions that provide wireless connectivity to displays. Software is central to everything, and while it is still new to the AV world, software adoption is increasing and demand is certainly there.

AV Resellers

There are over 1 billion smartphones, 200 million tablets and 200 million laptops in use today. Combine that with 9 million projectors and 200 million LCDs in conference rooms. Then tack on more than 1 billion GB of data stored in the cloud that people want to share. How is it possible – and cost effective – to connect all of these devices and data in a meeting room? Well, let’s assume we’ll connect the video output of those devices to the world’s conference room displays using traditional, hardware-based, methods.  The math is pretty straight forward.  A typical 8×8 matrix video switch costs about $850 dollars.  Even just connecting the 200 million laptops to the 200 million conference room displays would require 25 million switchers and cost well over 21 trillion dollars!  Clearly, the current approach to inter-device screen connectivity is not scalable.  You have to use existing networks and cloud based solutions to make this happen. In other words, software makes this possible.

AV Resellers

In the same survey, AV resellers said when it comes to wireless media sharing the most important thing their customers want is a solution that supplies a rich set of in-room collaborative features.  The second most important thing is a solution that integrates with their existing enterprise systems.

Wireless access to the display is the next big thing – especially for video. Video itself has introduced a great opportunity for resellers as new products have emerged providing more efficient ways to engage with customers.  We see the evolution from a hardware focus to now a software focus. Wireless access to video is really premised on intelligent software deployed on the display side. Whether that’s a host PC or it’s running in a smart display. Displays that are able to listen and receive media coming in from many sources is becoming an essential technical requirement for customers.  It’s a great sales opportunity for AV resellers to embrace.

Make sure to subscribe to The Visualist or follow me on Twitter as I’ll be sharing more tips on how resellers can leverage software in their sales cycle and use it to their advantage. Rob Balgley and I also talked about this in more depth in a recent webinar we did, if you haven’t had a chance to check it out, please do.

If you are planning to be at InfoComm, we’d enjoy meeting you and showing you a demo of our Solstice software. Stop by and see us at Booth #N2537.

About Christopher Jaynes

Jaynes received his doctoral degree at the University of Massachusetts, Amherst where he worked on camera calibration and aerial image interpretation technologies now in use by the federal government. Jaynes received his BS degree with honors from the School of Computer Science at the University of Utah. In 2004, he founded Mersive and today serves as the company's Chief Technology Officer. Prior to Mersive, Jaynes founded the Metaverse Lab at the University of Kentucky, recognized as one of the leading laboratories for computer vision and interactive media and dedicated to research related to video surveillance, human-computer interaction, and display technologies.

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