Two years after the announcement, we asked AVIXA to tell on its path towards greater and better dialogue with the professional end users and the vertical markets in which they operate
Today, the last day of the show, during the reception after Hola Barcelona! event, about the now not far away move of ISE in Catalonia, we interviewed David Labuskes, AVIXA Chief Executive Officer on the path taken by the association in the past two years. A path that made the association change its approach and name, to open the dialogue on AV technologies also with vertical markets and the professional end users who operate there.
DL – I am even mre convinced that we are on the right path, even if it is longer than I thought. Our AV Experience and Engagement themes are our tools today.
Connessioni – Among the many activities you have put into practice to bring AV to professional end users, which ones have been most useful?
DL – I believe that the Digital Art Challenge will be one of them, we will work on them in the coming months, and in general all the activities that lead us to testify the potential of AV in contexts where we have not been present previously. We also need to learn the language of these new users, what represents a value in their eyes, offer them our language and create a relationship. But this takes time.
C – What can companies do to meet professional end users more easily?
DL – If an entrepreneur finds it difficult to change his approach, I would suggest that he spend time with his customers, but more than 5 minutes or a call … and ask them the reasons for their choices, their purchases. I would suggest to experience, together, what an effective collaborative conference is, or an immersive space … if you try to propose technology, they will not take it, but they will more easily take the result, the benefit it offers.
This post is also available in: Italian