The company has decided not to present new products in Barcelona, but has taken advantage of the opportunity offered by this edition of ISE to make contacts and partnerships, make previews and strengthening ties with the AV Pro world.
Hans Vereecken, EMEA Sales Manager for Bose Professional, spoke very clearly right away when we met him for a chat on the company’s booth at ISE 2022: “We have not presented anything new here at ISE”, he told us. “Our presence is more intended to review customers and partners, and to showcase everything we have presented over the past few months. In our stand you can have a coffee, talk, get to know each other or reconnect after the pandemic has stopped. For the news, we are focusing on the next Infocomm, it’s a decision due to the company’s timing. We will be more ready and have a lot of new things to talk about. Here at ISE we can only offer some anticipation to partners and distributors, but the presentation to the general public will be later on.”
Therefore, Bose in Barcelona has built a diplomatic and public relations stand. Certainly interesting element, on which Hans did not dwell much but which he mentioned during our short chat, is Bose’s search for new distribution strategies, relying on distributors in various European countries and beyond. Distributors will be able to rely on the well-known Bose quality and offer the products to their customers, in Hans’s words, “exactly as if they were directly distributed by Bose.” So, how did this first post-pandemic ISE go for Bose? Hans Vereecken offers us his point of view: “I saw a great participation, there was a desire to come here to ISE after the difficulties of the pandemic. Compared to other editions, I have found many more visitors especially from Scandinavian countries, the Middle East and the United Kingdom. We are satisfied and it was certainly a highly anticipated and well organized fair.”
All that remains is to wait, with curiosity, for the new products that Bose has in store for the market over the next few months.
