By Janice Brown, September 30, 2003
With growing demand for more sophisticated audio setting higher standards for audio quality in theaters, clubs and houses of worship, manufacturers serving the installation and contractor markets will be looking carefully at market trends visible at InfoComm 2003, to be held in Orlando, FL. Exhibitors to this year's InfoComm certainly view the convention as not only a meeting ground for communication with end-users and contractors, but as an opportunity to launch new product to an eager marketplace.
Monitor manufacturers such as Community, JBL, Crest, Martin, Meyer, EAW, Tannoy and Atlas Sound have acknowledged the importance of InfoComm, exhibiting either over the past several years or since the conference's founding year. For some exhibitors who've been a part of InfoComm for many years, this year's conference--while no less important--may represent an entrance into a new market segment or exposure to new applications and end-users. As with any industry trade show, however, the variety of attendees can be truly diverse. EAW's marketing manager, Kyle Ritland, predicts, "We expect to find a variety of booths catering to both contracting customers, as well as portable audio/video customers. InfoComm has become a very popular show for portable audio and audio/video systems."
Anticipating the demand for portable audio at InfoComm 2003, EAW is introducing the new portable JFX series--a complete family of high-definition, 2-way systems designed to provide excellent coverage from a compact, durable and extremely lightweight package. "JFX is ideal for portable and/or remote uses and can be easily pole-mounted," adds Ritland. EAW is also showing its DSA (Digitally Steerable Array) Series at InfoComm. Designed specifically for the installed sound market, the DSA Series is a complete system, including software, that allows system integrators to adjust the vertical coverage pattern of up to 32 DSA loudspeakers, which can be networked using standard EIA-485 or optional CobraNet.
Many manufacturers are showing product in various market segments, such as Community, who's exhibiting its new Cloud Series 12-inch ceiling speakers for the installed market, and the new M-Class M12 floor monitor (aka "the sexiest speaker in the world," according to the company) for the live sound segment. And, acknowledging the demand for higher-quality audio for the corporate market, according to Community's vice president of sales and marketing Larry Howard, "We are showing our new T-Class presentation/tour loudspeakers, which are DSP-controlled--new systems which introduce versatility, efficiency and value in large-scale corporate presentation audio." Howard also notes, "The new T-Class absolutely nails gigs that would otherwise be crudely covered by line arrays. Because of our new asymmetric coverage horn selection, we put the sound precisely were it is needed; not all over the walls like a line array."
With the variety of attendees all crossing paths at InfoComm, speaker manufacturers have the opportunity to really gain exposure to new markets. JBL's Craig Park, vice president, professional systems for the Harman Pro Group, expects this year's InfoComm to display the "continued convergence between audio, video and control components; more integrated IP intelligence; advances in user interface; and more practical and usable DSP products." As such a convergence is becoming more and more widespread, the Harman Group will be featuring Harman Professional Systems at InfoComm 2003. The new service group provides advice to the end-user, consulting and contracting markets, and creates complete sound solutions that capitalize on the synergy between all of the Harman Pro Group's leading brands. Park explains, "Harman Pro Group's focus is typically on mid-to-large-scale projects in sports, performing arts, houses of worship, themed entertainment and retail/restaurant applications
. However, we also have systems solutions that fit small to mid-sized meeting and conference environments, courtrooms and council chambers, and educational environments; really any space or application where sound is a key component to the experience."
Meyer Sound's marketing manager, Mark Johnson, echoes the increasing importance of high-quality audio products at InfoComm, noting that the company targets A/V production houses and facilities that provide A/V services for their clientele at the convention. "The markets served by the show represent solid business for us, so it has been very worthwhile to exhibit," says Johnson. "Initially at InfoComm, we saw some existing customers and met a few new people but, over the years, as the show focused more on audio, we've seen a steady increase in booth traffic."
According to Martin Audio's director of U.S. operations, Robert Hofkamp, the company exhibits at InfoComm "to educate and network with industry professionals." Offering audio solutions for A/V presentation specialists, theaters, clubs, and houses of worship, Martin Audio serves a variety of end-users, and InfoComm offers an opportunity to reach out to all of these end-users, and more. "Education is critical to Martin Audio, in terms of company philosophy and its sales/marketing effort," offers Hofkamp. "You have to grow the capabilities of the marketplace to grow sales."
Speaking of education, many manufacturers contribute to the vast educational opportunities for InfoComm 2003 attendees. In addition to an ongoing series of short educational presentations on the various brands, products and applications at the Harman Pro booths, Harman will be conducting three seminars: A/V User Interface Design (S25); A/V User Interface Workshop (W17); and Loudspeaker Systems Design--Practical Considerations (S92). EAW is hosting four seminars, including a SmaartLive class and one in developing a curved line array using divergence shading.
Besides making whirlwind runs on the show floor, attendees should participate in the wealth of specialized courses available at InfoComm 2003 as well. Aware of the importance of education throughout the industry, Martin's Hofkamp asserts, "Visitors can make the most of InfoComm by also attending the seminars and classes to get vital information for growing their businesses and improving the quality of service they can bring to their customers."
For some, education is at the root of InfoComm's progression into the far-reaching forum it is today. According to Community's Howard, Community originally attended InfoComm because of its involvement in teaching some of the course offerings. "Now, this show has become important primarily because convergence and digital control is the way of the world, even for loudspeakers," Howard assures. Current educational offerings will, no doubt, point similarly to the convention's continued movement, and the subsequent direction of portions of the industry.
Among other monitor manufacturers exhibiting at InfoComm is Crest Audio, makers of audio systems for A/V contractors, houses of worship, pro audio/touring and music stores. Rick Gentry, Crest Audio's GM, agrees that InfoComm is a forum for emerging ideas and technology across a wide marketplace. "We go to InfoComm to expose the public to new products and technology, and to attract new customers," says Gentry.
Brian Denomme, marketing manager, Tannoy North America, notes that Tannoy exhibits at InfoComm to meet potential clients, but also finds that its presence "reinforces brand awareness with our current clients and improves their product knowledge." Tannoy also recognizes that audio has grown more important every year at InfoComm. "It's a video show, to be sure," affirms Denomme, "but audio companies have steadily increased their presence. High-quality video systems need high-quality audio."
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