AV Integration January 2020 by Sun Circle Publishers

INTEGRATION January 2020 www.av-news.co.za

IN THIS ISSUE

COLLABORATION TECHNOLOGY FOR UKZN TRENDS TO WATCH IN 2020 MIKE BLACKMAN INTERVIEW

FEATURE

ISE 2020 SHOW PREVIEW

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IN THIS ISSUE

CONTENTS

ISE 2020 PREVIEW • TRENDS TO WATCH 2020 • COLLABORATION TECHNOLOGY FOR UKZN

EPSON ANNOUNCES NEW 2,000-LUMEN PROJECTOR

STAGE AUDIO WORKS RECEIVES INAVATION AWARD NOMINATION

ISE 2020 DEMONSTRATES THE STRATEGIC IMPORTANCE OF AV

PROLIGHT + SOUND GUANGZHOU 2020

EXTRON ANNOUNCES QUANTUM ULTRA VIDEOWALL SYSTEM CERTIFICATION

ISE 2020: OPENING ADDRESS

5 ERICSSON AND MICROSOFT TEAM UP

6 LYLE TARBY BOLSTERS WILD & MARR

8 ISE’S TECHNOLOGY ZONES TO OFFER THE LATEST SOLUTIONS

10 THINK DIFFERENT! AT ISE 2020

16 UKZN INVESTS IN COLLABORATION TECHNOLOGY

20 PROJECTION TECHNOLOGY IS DRIVING INNOVATION IN RETAIL, RESTAURANTS AND EVENTS

24 TRENDS TO WATCH IN 2020

36 BRUCE GENRICKS ON THE VALUE OF ISE

42 MIKE BLACKMAN INTERVIEW

EDITOR'S COMMENT

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EDITORIAL David Cornwell – Editor editor@pro-systems.co.za +27 (0)79 748 5386

WELCOME TO 2020

Greetings and welcome to the first issue of AV Integration for 2020. A new year promises a fresh start for the pro AV industry in South Africa, and things are already underway in serious fashion with training sessions starting up, installations taking place, distribution deals being announced – and, of course, Integrated Systems Europe, the year’s first major industry trade show, approaching fast on the horizon.

Nicole Barnes nicole@suncirclegroup.com +27 (0)66 489 3482 Cover image: RAI, Amsterdam (image courtesy of Integrated Systems Europe)

PUBLISHERS PUBLISHER

Simon Robinson | simon@suncirclegroup.com

SALES

Claire Badenhorst | sales@suncirclegroup.com

WEB

Michael Lotriet | web@suncirclegroup.com

DESIGN

Trevor Ou Tim | design@suncirclegroup.com

SUBSCRIPTIONS

Albertina Tserere | data@suncirclegroup.com

ACCOUNTS

Helen Loots | accounts@suncirclegroup.com

In this issue, we provide a comprehensive preview of ISE 2020, letting you know what to expect from this year’s programme and sharing with you some valuable market analysis from the trade show’s organisers (on pages 12-15). We also have an interview with ISE managing director, Mike Blackman, to enjoy on pages 42-44. As many in the pro AV industry are still holding their breath about what to expect as 2020 unfurls, we present in this issue a run-down of both technological and market trends to watch out for this year. As well as an investigation into key industry verticals (pages 24 to 35), we also present some high-level tech trends to keep an eye on and speak to Bruce Genricks about the value of visiting ISE from a South African AV professional’s perspective. There is also time for a story on how the University of KwaZulu-Natal has recently invested in MAXHUB all-in-one collaboration technology, as well as a fascinating white paper from Epson on the expanding role of projection technology in the retail and hospitality markets. Hope you enjoy the read, and see you in Amsterdam for ISE 2020!

David Cornwell

and the AV Integration team

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Editorial Disclaimer The views, opinions, positions or strategies expressed by the authors and those providing comments are theirs alone, and do not necessarily reflect the views, opinions, positions or strategies of AV Intergration or any employee thereof. Sun Circle Publishers makes no representations as to accuracy, completeness, correctness, suitability, or validity of any information and will not be liable for any errors, omissions, or delays in this information or any losses, injuries, or damages arising from its display or use. Sun Circle Publishers reserves the right to delete, edit, or alter in any manner it sees fit comments that it, in its sole discretion, deems to be obscene, offensive, defamatory, threatening, in violation of trademark, copyright or other laws, or is otherwise unacceptable. All contents of this publication are subject to worldwide copyright protection and reproduction in whole or part, in any form whatsoever, is expressly forbidden without the prior written consent of the Publisher.

INDUSTRY NEWS

EPSON ANNOUNCES NEW 2,000-LUMEN PROJECTOR FOR RETAIL, GALLERIES AND MUSEUMS The LightScene EV-100’s low visual noise design blends in beautifully to displays and exhibitions, offering easy installation and operation. Epson has announced the LightScene EV-100 Series, a new type of projector that expands the company’s presence in the signage and lighting sector. With a sleek, low-noise design, available in black or white and created to blend into the background, the 2,000-lumen WXGA EV-100 can work as either a projector or a spotlight without distracting viewers from the subject. The LightScene EV-100’s unobtrusive design is ideal for curated visual environments such as retail showrooms, shop window displays, museum exhibits and art installations, where minimal visual clutter is key. It can be used to provide information, show video or moving patterns, and even projection map imagery onto small objects. Timothy Wilson, account manager at

Epson South Africa, says, “The LightScene EV-100 is a first move into a completely new type of projector for Epson. I’m very pleased with a design that manages to be stylish and visually unobtrusive, without compromising performance, versatility or reliability.” Epson’s flexible laser technology gives the EV-100 a huge variety of mounting options – it can project from any angle, and can be ceiling-mounted, floor-standing or attached to a lighting track, all without requiring specialist installation or set-up. It is also capable of projecting in portrait, and multiple units are capable of edge blending for larger displays. The LightScene EV-100 is supplied with Epson Projector Content Manager Software, which allows single or multiple playlists to be

easily loaded via SD Card and changed using remote control by employees, with no need for a computer. The software also allows you to add overlay effects including colour and shape filters to permit tinted and irregularly-shaped images, as well as creating and editing playlists, timetables and custom filters. As with all Epson laser projectors, the EV-100 offers tested fit and forget reliability, with a sealed filterless structure to boost dust resistance, and a 20,000-hour, five-year warranty. The EV-100 is available in South Africa through Epson authorised partners, and is priced at R30,000.00 excluding VAT (note that prices may vary). For more information, please visit www.epson.co.za.

EXTRON ANNOUNCES PLANAR DISPLAYS AS FIRST TO ACHIEVE QUANTUM ULTRA VIDEOWALL SYSTEM CERTIFICATION Extron is pleased to announce the launch of the Extron Quantum Ultra Certification program. Extron is working with industry-leading display manufacturers to guarantee consistent, stable presentation of source content when using professional displays with the Quantum Ultra 4K Videowall Processor. Displays that pass an extensive testing program are identified as Quantum Ultra Certified.

Planar is the first videowall manufacturer to offer displays earning Quantum Ultra Certification. The two models to receive certification to date are the Planar DirectLight X 1.2 mm LED Video Wall System and the Clarity Matrix G3 MX55X LCD Video Wall System. “Videowall applications demand the highest level of dependability and performance, especially in mission-critical environments,” says Casey Hall, vice president of Worldwide Sales and Marketing at Extron. “The Quantum Ultra processor’s configurability and capabilities, such as support of 4K/60 video, combined with installation of Quantum Ultra Certified

displays mean dependable videowall performance from integration to operation, including 24/7 applications.” The Quantum Ultra video wall processor offers high performance features, including output rotation, output overlap, bezel compensation, and custom output resolution support, making it the perfect companion for a diverse array of display technologies. The Quantum Ultra certification program eliminates compatibility concerns. System designers can take comfort knowing that the image processing and display products have been tested together using established parameters, such as image acquisition, image stability, and EDID management. By specifying a Quantum Ultra Certified display, you can streamline your videowall integration, reducing the need for on-site troubleshooting. For more information on Quantum Ultra Certified displays, visit www.extron.com

ERICSSON AND MICROSOFT TEAM UP FOR THE NEXT GENERATION OF CONNECTED CARS • Integration of Ericsson’s Connected Vehicle Cloud and Microsoft Connected Vehicle Platform enables automakers to accelerate the delivery of new connected car services worldwide • Connected vehicle cloud as-a-service to reduce complexity, enable innovation, and simplify the application development in automotive industry Ericsson and Microsoft are bringing their connected vehicle expertise together. Ericsson is building its Connected Vehicle Cloud on top of the Microsoft Connected Vehicle Platform that is running on the Microsoft Azure cloud platform. The integrated solution allows automakers to deploy and scale global vehicle services such as fleet management, over-the-air software updates and connected safety services much easier and faster while reducing costs. It provides flexibility through modular design and multiple deployment options. Ericsson’s Connected Vehicle Cloud connects more than 4 million vehicles across 180 countries worldwide – approximately 10 percent of the connected vehicle market. The platform is tailored to fit vehicle manufacturers’ growing demand for scalability and flexibility with the capability of supporting any connected vehicle service. Ericsson’s Connected Vehicle Cloud offloads vehicle manufacturers’ complexity of global 24/7 operations and life cycle management related to connected vehicles with a guaranteed service-level agreement. The Microsoft Connected Vehicle Platform (MCVP) empowers automotive companies to accelerate the delivery of safe, comfortable and personalized connected driving experiences. It combines cloud infrastructure, edge technology as well as AI and IoT services with a diverse partner ecosystem. With MCVP, Microsoft offers a consistent, cloud-connected platform across all digital scenarios on top of which customer-facing solutions can be built, including in-vehicle infotainment, advanced navigation, autonomous driving, telematics and prediction services, and over-the-air updates (OTA). MCVP includes the hyperscale, global availability, and regulatory compliance that comes with Microsoft Azure. “The Ericsson and Microsoft partnership will deliver a comprehensive connected vehicle platform at scale to the market. Our integrated solutions will help automotive manufacturers accelerate their global connected vehicle solutions and offer a better experience for drivers and passengers,” says Åsa Tamsons, senior vice president and head of Business Area Technologies & New Businesses. “This is an exciting new offering with great benefits for the automotive industry, leveraging Ericsson and Microsoft’s technology leadership in connectivity and cloud.” Peggy Johnson, executive vice president, Business Development at Microsoft says: “Together with Ericsson, we intend to simplify the development of connected vehicle services to help car makers focus on their customers’ needs and accelerate the delivery of unique, tailor-made driving experiences.”

INDUSTRY NEWS

LYLE TARBY BOLSTERS WILD & MARR’S TECHNICAL AND SALES TEAM Lyle Tarby joins Wild & Marr in the capacity of account manager, tasked with managing relationships and sales with the company’s audio visual (AV) system integrators. Tarby brings with him a vast amount of experience in key sectors, and Wild & Marr see it as a real coup to secure his appointment. Lyle is an avid problem-solver with the aim to simplify workflows and processes for his clients, engineers and end users. In his experience he has project-managed teams of engineers while based on site at his clients, which are some of the largest in the South African information technology and audio visual sectors. A bachelor of commerce (BCom) informatics graduate from the University of South Africa (UNISA), Lyle has spent the last 20 years in the information technology space and his first foray into Audio Visual (AV) and video conferencing was as early as 2005, where he provided support to AngloGold Ashanti mines for their corporate meeting spaces. A few years on, Tarby progressed onto technical design and infrastructure

deployments. In 2016, Tarby moved into business development which has allowed him to build strong relationships with key players in information technology and audio visual spaces. Looking forward, Tarby is currently furthering his education by way of a post graduate diploma in business management (PG. Dip BM) at the Management College of Southern Africa (MANCOSA). “I would like to thank Wild & Marr for the opportunity to be part of such a legendary organisation. Having worked closely with the team for some time now, it’s been a seamless transition from HARMAN Professional. I already feel part of the family and am excited about taking on this new challenge. I look forward to working with the team to grow the business and realise the vision of being the AV distributor of choice in Africa,” he comments. “We were introduced to Lyle in his position of business development manager (Africa)

Lyle Tarby

for HARMAN Professional, where he was our first line of contact to their range of professional AV products. We were impressed with his industry knowledge and we are confident that his key skills would be an asset to our company. We offered Lyle a position with Wild & Marr to join our AV system integration sales team. Both companies agree that having Lyle working within our company will add value to the system integration side of our business across all products and solutions. We are excited to welcome Lyle to our team of AV professionals,” concluded Gary Furman, managing director of Wild & Marr.

STAGE AUDIO WORKS RECEIVES INAVATION AWARD NOMINATION The finalists in the Projects category of the 2020 Inavation Awards have been announced. Congratulations to Stage Audio Works, who have been nominated for the Rivers Church project in Kyalami.

The winners will be announced during Integrated Systems Europe, which runs from 11 to 14 February this year. An official statement reads: “The most outstanding examples of AV integration skill can be found in the Inavation Awards 2020 Project Finalists that are revealed today. “We’ve once again been astonished at the quality, range and depth of the entries submitted into the Inavation Awards Project categories and more than 300 hopefuls have now been whittled down to 81 finalists.

Across our 12 categories we have projects from 29 countries spanning five continents. “Shortlists range from four to ten finalists per category, with the number of finalists reflecting the volume of entries received. These projects include some of the most important buildings, facilities, attractions and events to be completed and held in the last year with staggering achievements and ingenious solutions applied to overcome tough challenges and exceed expectations.”

INDUSTRY NEWS

ISE 2020: OPENING ADDRESS WILL PROMOTE INNOVATION AND CREATIVITY The ISE 2020 Opening Address by Duncan Wardle promises to deliver useful tools for tapping into your innate creativity. It will also be simultaneously available in five languages on smartphones, thanks to a powerful translation service and app. Wardle is the former Head of Innovation and Creativity at Disney. After surveying 5,000 employees across that entire organisation, he identified five barriers to innovation and creativity in organisations – and set about demolishing them. Now an independent consultant, though still retaining his links with Disney, he speaks

Duncan Wardle

and runs workshops to give individuals and organisations the tools to develop, encourage and implement new business ideas. “We were all born creative,” he says. “But we’ve just been told so often that we’re not, we’ve forgotten how to be.” With the title Think Different, Wardle’s ISE 2020 Opening Address will show how, by

releasing people’s latent creativity, innovation can become part of the day-to-day working culture. The talk will also open new channels of inclusion by engaging the audience in their own language. With technology and translation services provided by ISE exhibitor KUDO, attendees will be able to listen to Duncan Wardle in the language of their choosing. This will greatly enhance the connection between him and ISE’s growing international audience. Courtesy of KUDO’s services, Wardle’s presentation will be translated in real time from English into Spanish, French, Portuguese, Chinese and Russian. Listeners onsite and beyond will be able to choose their language through KUDO’s intuitive app, downloaded free on their own smartphones. In an unprecedented move in the industry, KUDO will also offer a pop-up window for the deaf community to follow in sign language.

The Opening Address will take place on Monday 10 February at 18:00 in the Forum, RAI Amsterdam. It is followed by the ISE 2020 Opening Reception in the Forum Lounge. Both events are free to attend.

INDUSTRY NEWS

ISE’S TECHNOLOGY ZONES TO OFFER THE LATEST SOLUTIONS

The six Technology Zones on the ISE show floor are where you’ll find hundreds of major solutions providers in key areas of AV. Grouping the exhibitors together in this way makes for a better visitor experience for attendees, by enabling them to compare solutions more easily ISE’s Audio and Live Events Technology Zone has established itself as the key destination for professionals operating in this part of the AV market. Located predominantly in Hall 7 but extending into Halls 6 and 1, it features 230 exhibitors covering the whole audio chain – from microphones and headphones to loudspeaker systems and networking – as well as the visual ingredients necessary for making live performances truly unforgettable.

The single largest Technology Zone covers Digital Signage and DOOH, with nearly 300 exhibitors – making it effectively an exhibition in its own right. Located in Hall 8 and covering the fastest-growing market segment at ISE in recent years, the Digital Signage and DOOH Zone at showcases stateof-the-art solutions for advertising and information delivery in sectors including retail, transportation, healthcare, corporate, education, leisure, and hospitality. In Hall 13, the Education Technology Zone at ISE is full of solutions that support modern teaching and learning practices – in schools, universities and in the corporate environment. Modern education is about learner engagement, small group working, ‘flipped’ classrooms and innovative methods of information dissemination and sharing. Education technology plays a major role in supporting these new teaching techniques and learning styles. The Residential Technology Zone (in Hall 5 and part of 1) has always been a fundamental element of the show, thanks in no small part to the backing of ISE’s joint partner CEDIA. Residential solutions cover systems for multi-room entertainment, home

cinema, home automation and energy management – giving food for thought for residential integrators for projects of all imaginable sizes. Smart building is an increasingly important discipline within the built environment, and in Hall 9, the Smart Building Technology Zone provides plethora of solutions for those interested in this segment of the AV and systems integration industry. Here you will find suppliers of systems for air conditioning, lighting and shutter control, security systems, heating, ventilation, monitoring, alarming, water control, energy management, metering, audio and household appliances. As workplaces become ever more connected – both within themselves and with the outside world – the Unified Communications Technology Zone showcases the latest in UC products and solutions. Whether you are a company owner or a premises manager looking to equip your business, or a UC integrator keeping up to speed with new developments, you need look no further than Hall 11. To book your place at ISE 2020, visit www.iseurope.org.

CONNECT WITH THE DIGITAL SIGNAGE WORLD You’ll find a wealth of smart display solutions at ISE

COLLABORATE Meet the world’s leading innovators and solutions providers in the Digital Signage and DooH Technology Zone

EXPERIENCE Be inspired by industry insights at our conferences, keynotes, presentations and masterclasses

NETWORK Join the conversation where the global systems integration market comes together

TRADE SHOW OVERVIEW

THINK DIFFERENT! THOUGHT LEADERSHIP AT ISE 2020 OVER 200 SPECIALISTS TO OFFER EXPERT OPINION AND INSIGHT

Integrated Systems Europe 2020’s professional development programme will feature over 200 leading experts from a wide variety of disciplines and subject areas across five days of keynotes, conferences, masterclasses, workshops and presentations. Presented under the umbrella title Learn. Discover. Be Inspired, the programme has been produced by Integrated Systems Events working in close co-operation with AV industry bodies – in particular, its co-owning associations AVIXA and CEDIA – media partners and other independent organisations. The programme includes an Opening Address; 13 conferences across five days in the Hotel Okura and RAI Amsterdam, organised by ISE, AVIXA, CEDIA and media partners – a record number for ISE; a four-day training programme from CEDIA; AVIXA FlashTracks (on Stand 13-N110) and CEDIA Talks (on Stand 1-E20), and a full programme of free thought leadership sessions on the Main Stage in Hall 14 (sponsored by Shure).

SPECIAL GUESTS The Opening Address on Monday 10 February will be given by Duncan Wardle, a consultant to Disney who was previously head of innovation and creativity at the entertainment giant. His presentation, Think Different, will look at how companies can re-awaken traits in their employees such as imagination, intuition and curiosity to create an environment that fosters creativity and innovation. Integrated Systems Events is delighted to welcome the Hon. Mrs Àngels Chacón to ISE 2020. Mrs Chacón is Minister of Enterprise and Knowledge in the Catalan Government. She will be addressing the AVIXA Women’s Council on Wednesday 12 February on the Main Stage. She will also take part in the Hola Barcelona! event in the Forum on Friday 14 February.

EXPERTS FROM AVIXA AND CEDIA On Monday 10 February, CEDIA’s Cybersecurity Workshop will be led by Jeff Sonnleitner, a professional network and security instructor with over 35 years’ experience. He is a network specialist and information security instructor at Moraine Park Technical College, Wisconsin. The workshop will cover all aspects of network security and privacy for professionals working in either the residential or the commercial space. Business advisor, president of North of 10 Advisors and chairman of the AVIXA Board of Directors, Jeff Day will be speaking on Tuesday 11 February at an AVIXA FlashTrack session (on Stand 13-N110) entitled AV Wellness Trends – Must Know Applications and their Impacts create Real World Opportunity for Integrators and End Users. The next day he will chair an AVIXA panel discussion, The Experience Revolution – How Content and Experience Change Everything in a Brand Activated World!, on the Main Stage.

CONFERENCE SPEAKERS On Monday 10 February, the award-winning architect Aryanour Djalali, founder and CEO of DNA Barcelona Architects, will give a keynote at the Smart Building Conference. His keynote will be entitled Smart Nature, Smarter Buildings. Speaking at the inaugural Control Rooms Summit ISE on Tuesday 11 February will be Rossano Giachino, control centre manager at CERN since 2008. Giachino was in charge of control centre operations for the Large Hadron Collider during its operation, as well as for two other particle accelerators, the Super Proton Synchrotron and the Large Electron Positron. Giving the keynote address at the XR Summit ISE on Tuesday 11 February will be Hilary McVicker, VP of business development at The Elumenati – a leader in the field of immersive projection design in education, enterprise and entertainment. Her keynote will be entitled Immersive XR and Pushing Creative Boundaries.

MAIN STAGE Alexandra Hussenot is the founder and CEO of Immersionn, the world’s first VR Discovery Engine. She is also the UK lead for Women in Immersive Technologies, a community of 1,000 members that aims to empower European women working in XR. She will give a Main Stage talk, presented by ISE, on Wednesday 12 February, entitled Surrounded! How Immersive Technology Dominates the Experiential Market. Glenn Kelly is head of production at The Imaginarium Studios, the UK’s leading performance capture studio – founded by actor and director Andy Serkis, where he is exploring how motion capture developments will affect various media. In a Main Stage session on Thursday 13 February presented by AV Magazine, he will be talking about Mixed Reality in Theatre Productions.

“I’m very pleased to

TRADE SHOW OVERVIEW

acknowledge the role of

pleased to acknowledge the role of AVIXA, CEDIA and our many content partners in producing such a compelling line-up for ISE 2020. Added to this, the Elicium projection mapping and the VR at ISE feature are two more opportunities for our attendees to Learn. Discover. Be Inspired.” “Learn. Discover. Be Inspired is more than a tag line. For an AV professional, it must be at least a career plan, if not a life commitment,” said AVIXA chief executive officer Dave Labuskes, CTS, CAE, RCDD. “We are proud to have been part of the organising team that brings these brilliant leaders to the ISE stages and implore you to experience as much of them as you can while you’re there.” Tabatha O’Connor, CEDIA global president and CEO, said: “With the technology market continually evolving, it’s – Mike Blackman, managing important for professional development to director of Integrated reflect this and stay ahead of change. Systems Events Two more show features have recently been We’re thrilled to be able to contribute to added to the ISE 2020 content programme. In ISE’s comprehensive professional Hall 14, the VR at ISE feature will contain two development programme at ISE 2020, very different interactive virtual reality exhibits. Two Digital Projection which provides attendees with full, varied and high-quality training Multiview VR systems will be demonstrated, each of which allows up to across a range of industry topics taught by experts. Whatever the level three people to view and interact with a stereoscopic 3D virtual model. or role of attendees within the industry, there’s something for everyone Each person sees the object from their own viewpoint. at ISE.” The other part of the VR at ISE feature will be an immersive VR theme park ride. Designed and run by Lightspeed Design, this DepthQ VR Details of ISE 2020’s professional development programme can be found on the ISE website at www.iseurope.org. attraction will take attendees on an interactive fantasy ride through aquatic environments. A spectacular projection mapping on the RAI’s Elicium building will delight ISE 2020 attendees and Amsterdam locals each evening of the show. The upper floors of the futuristic nine-storey building at the front of the exhibition centre will be transformed by the projection, specially created for this location. The projection will be produced by ISE and the RAI, supported by seven technology partners. Mike Blackman, managing director of Integrated Systems Events, said: “I’m very

AVIXA, CEDIA and our

many content partners in producing such a

compelling line-up for ISE 2020. Added to this, the Elicium projection

mapping and the VR at

ISE feature are two more opportunities for our attendees to Learn.

Discover. Be Inspired.”

NEW SHOW FEATURES

TRADE SHOW PREVIEW

ISE 2020 DEMONSTRATES THE STRATEGIC IMPORTANCE OF AV There are considerable grounds for optimism when the pro AV industry converges once again on Amsterdam in February. Here is an overview of some of the technologies driving market growth.

TRADE SHOW PREVIEW

Integrated Systems Europe (ISE) has long been the go-to event for discovering the latest market and technology trends in the professional audiovisual (AV) industry – and ISE 2020 will be no different. Visitors can expect to sense enormous confidence in the halls, not least because AVIXA’s 2019 AV Industry Outlook and Trends Analysis (IOTA) Global Summary saw the organisation raise its growth forecast, reflecting, it said, strong economies and demand for new products and services. From €224billion in 2019, AVIXA now believes 2024 will see worldwide revenues for the industry reach €296 billion – outpacing global GDP growth. CEDIA’s research gives similar grounds for optimism. The UK alone, for example, represents a market valued at around €779 million, with home cinema installs rising 9%, and 80% of participants in a CEDIA survey expressing confidence that their revenues would rise over the coming year. It’s widely agreed that the success of both the commercial and residential sectors is a function of two key drivers: the proven value that AV solutions deliver, and the AV industry’s continuing embrace of new technologies. In the commercial world, AV is evolving from being ‘nice-to-have’ into a highly strategic asset.

GROWING IMPORTANCE OF AI A recurring theme throughout the event is likely to be the growing importance of AI and machine learning. In smart homes, for example, ISE visitors can expect to see growing evidence of manufacturers embracing the likes of Alexa and Google Assistant – both enabled by AI – responding to consumer desire for a more integrated ‘one ring to rule them all’ unified environment. That’s becoming increasingly important as growing numbers of home devices and appliances become IoT-enabled. ISE 2020 will reflect this shift in

the connected homes market. On the commercial side, AI – especially in conjunction with sensors such as embedded cameras – is rapidly finding a place in digital signage (a market forecast by AVIXA to be worth $45 billion by 2024 – roughly 35% larger than 2019) as retailers especially look to try to create more personalised, more engaging, more relevant consumer experiences. In fact, researchers expect the pro AV industry to see greater adoption of AI in any market where customer experience is important, such as hospitality and healthcare. Hospitality companies will spend vast sums on AV in the coming years in order to meet and exceed the expectations of a travelling public deeply rooted in technology. AI is also believed to have the potential to transform unified communications and collaboration – and is already finding its way into AV solutions designed for education, where research indicates that almost nine out of ten pupils and students are now leveraging the benefits of AV technology for learning. Whatever the vertical market, ISE visitors can expect to see plenty of evidence of AI – including XR (extended reality) – being embedded across a number of platforms.

LED PROLIFERATION AI is very much a ‘behind the scenes’ technology. One of the most visible manifestations of change in the industry is the rapid rise in popularity of LED as the screen technology of choice. Not only does it bring unique advantages in the creative deployment of displays such as videowalls, but also, as its price declines, it is starting to displace single LCD screens. ISE 2020 is likely to provide further evidence of LED’s proliferation – and in the residential systems market too as ‘multi-screen’ becomes the new trend for home theatre installs.

TRADE SHOW PREVIEW

A recurring question, however, is how long LED will enjoy its current place in the sun. OLED technology has numerous theoretical advantages in terms of image quality, installability and the opportunity for highly creative deployments. It’s still, however, not without its challenges – notably in the area of price – and ISE 2020 will provide an opportunity to assess the progress it’s making toward prime time. A perhaps surprising fact is that, in the face of stiff competition from flat panel displays, the projector market remains remarkably vibrant as it reinvents itself. Having largely eliminated the reasons not to buy – predominantly cost of ownership – with solid state

illumination, new generations of projector are becoming increasingly application-specific. The success of projection isn’t limited to the commercial market: PMA Research reports that worldwide sales of 1080p consumer projectors have risen by nearly 30% year-on-year. It’s not all about images on screens, however. So called ‘object-based audio’ has taken the sound world by storm with its ability to deliver wholly immersive sound stages. Advances in the ‘placing’ of sound are being matched by increasingly sophisticated DSPs that can ‘tune’ an installation to create the optimum match with the acoustics of the room. Together, they’re creating some jaw-dropping aural experiences – and those will be demonstrated at ISE. Audio is no less affected by the progressive ‘IT-ification’ of the AV industry, and visitors can expect to see numerous new audio-over-IP products – not to mention a plethora of AV-over-IP platforms. Those platforms – distributing video, audio, control signals and more over IP networks – are becoming increasingly commonplace, and ISE 2020 visitors can expect to find more as the worlds of AV and IT progressively converge, bringing new levels of flexibility, interoperability and scalability – not to mention security. Concerns about loss of image and sound quality have all but been eradicated. What’s exciting about ISE, however – and ISE 2020 will be no different – is not just finding out about the latest developments in today’s AV technology. Where the excitement really comes in is when you get taken by surprise by something that you didn’t expect. To find out what those surprises are, there’s no substitute for being in Amsterdam in February.

ISE 2020 FAQS WHAT IS INTEGRATED SYSTEMS EUROPE? ISE is the leading trade show for the professional AV systems integration industry. Held annually since 2004, it has grown to become the world’s biggest pro AV show.

WHO OWNS ISE? ISE is jointly owned by two professional associations: AVIXA, the Audiovisual and Integrated Experiences Association; and CEDIA, the Custom Electronics Design and Integration Association. Broadly speaking, these two bodies are concerned with the commercial and residential markets respectively. Each organises an extensive professional development programme at ISE, ranging from free 20-minute talks to all-day conferences.

WHERE IS ISE HELD? The RAI Amsterdam has been the regular home of ISE since 2007. Because of the show’s continued expansion, it will relocate in 2021 to the Fira de Barcelona.

HOW IS THE SHOW FLOOR ORGANISED? ISE 2020 will occupy all 15 halls at the RAI. The show floor is divided between generic space and six Technology Zones: Audio and Live Events; Digital Signage and DooH (digital out of home); Education Technology; Residential; Smart Building; and Unified Communications.

WHEN DOES ISE TAKE PLACE? ISE 2020 is a four-day exhibition, running from Tuesday 11 to Friday 14 February. The professional development programme, which includes conferences and free presentations run by ISE and its partners as well as AVIXA and CEDIA, begins on Monday 10 February.

INSTALLATION EDUCATION

gy i chnolo MAXHUB te n th e IT UKZN

rd r o boa ion divis om

UKZN INVESTS IN COLLABORATION TECHNOLOGY MAXHUBâ&#x20AC;&#x2122;s all-in-one collaboration technology has been making waves in the South African market since its introduction in 2019. From classrooms to boardrooms, the local market has responded with great enthusiasm to these compact, multi-functional collaboration hubs. AV Integration spoke to Kenson Govender of the University of KwaZulu-Natal (UKZN) to find out why this leading South African learning institution recently decided to invest in MAXHUB Collaborative Interactive Displays. 16

INSTALLATION EDUCATION

“The 4K wide angle camera and microphone array is very effective and does not need any additional peripheral attachments and devices, making the system very simple to use straight out of the box.” – Kenson Govender, principal systems consultant at the University of KwaZulu-Natal

ALL-IN-ONE FUNTIONALITY According to Govender, who is principal systems consultant at UKZN, “Our IT division has been looking for an all-in-one collaborative tool that is able to assist our engineers with projects. The MAXHUB has been installed in our boardroom – aptly called the “War Room” – which is the central hub for our senior engineers, who oversee all our network and system infrastructure. This includes but is not limited to structured IT networks, CCTV, access control, AV, ERP systems, email, storage and all other IT infrastructure. Our team is responsible for the design, implementation, maintenance and management of all related systems, and so collaborative tools are a necessity for our operations.”

MAXHUB Collaborative Interactive Displays incorporate 4K UHD functionality with built-in recorders cameras, microphones, speakers and software. Some key features include professional interactive touch screens with gesture control support; easy set-up with Windows 10 Enterprise; fully responsive wireless collaboration with screen-sharing and the ability to mirror and control laptops, mobiles and tablets (Android or IOS); and remote collaboration, with teleconference links to any geo-location (through Zoom, Skype, Microsoft Teams, etc.). Screen and voice recording (for those who could not attend the meeting) and easy Cloud back-up functionality – in addition to the ability to store information on the smart, interactive board – complete the comprehensive feature-set.

INSTALLATION EDUCATION Delving into how his team are able to use MAXHUB technology to streamline their operations and increase collaborative efforts, Govender says: “The MAXHUB is an all-in-one device that allows us to annotate and collaborate with our specialists using the white board technology, incorporating video conferencing functionality when required, and which also allows us to record when and if required. The seamless screen-sharing from different devices independent of operating systems is also a perfect tool that allows different users to collaborate and enhance presentations when required, even from remote sites.” This ease of integration, and the immediate ability to use the best of what the technology has to offer, is – for Govender – one of its strongest features. “The MAXHUB is software-agnostic and allows users to choose their software of choice when using the video conferencing options. We currently utilise a range of platforms – including Vidyo, Skype for Business, Microsoft Teams and Zoom – and so it is a huge advantage for the technology to be nonprescriptive in this sense, as it was with our previous boardroom video conferencing solutions.” According to Adheer Rampath, Electrosonic sales representative at the company’s Durban branch, “People are more likely to choose a MAXHUB over other systems as it is not complicated to use. Some systems are so complex and intimidating; they end up not being used and therefore a waste of money. The MAXHUB is an all-in-one system so it’s quick to set up, intuitive and very userfriendly. I think that is why clients feel it is money well spent as it is such a perfect solution that caters for various requirements and applications.” This point is underscored by Govender, who points to the high quality of the integrated conferencing accessories. “The 4K wide angle camera and microphone array is very effective and does not need any additional peripheral attachments and devices, making the system very simple to use straight out of the box. The whiteboard templates allow simple drag and drop functionality and customisation, which allows for enhanced schematic design and automation which is very effective during design and process workflows.”

CURRENT AND FUTURE APPLICATIONS Govender and his team have been delighted by the MAXHUB’s instant impact, and he looks forward to an expanded role for this technology at the university in the years ahead. “Our team utilises mind maps, process flow charts, line diagrams and other technical tools that normally require annotation during the design and maintenance processes. This all-in-one device allows us to automate all old technologies with real-time backups, which is a huge advantage in our operations. “We are not sure if the MAXHUB will be utilised in lecture venues,” he continues, “but can appreciate the value of its use in specialised teaching facilities, boardrooms and laboratories. Collaborative tools such as the MAXHUB will certainly be used more frequently in the future. We currently have over 100 venues equipped with video conferencing facilities, which allow users to collaborate across different campuses and universities. We have upgraded most of our venues over the last few years incorporating the latest AV and automation technologies, which both simplifies and enhances the teaching and learning experience.” In conclusion, Govender reflects on how the University of KwaZulu-Natal’s investment in MAXHUB technology resonates with the institution’s values. “UKZN deploys best-in-class technologies in lecture venues and specialised boardrooms. Implementation does not necessary follow world trends or individual requirements, and a consultative process between all stakeholders is a necessity before the implementation of any technology may occur. All prospective equipment and new technologies are researched, proof of concepts are deployed and monitored, and only then implemented as a standard once we are confident that they will meet our stakeholders’ needs. It is a thorough process, and we have been very pleased with the decision to go with MAXHUB.”

“We have upgraded most of our venues over the last few years incorporating the latest AV and automation technologies, which both simplifies and enhances the teaching and learning experience.” – Kenson Govender, principal systems consultant at the University of KwaZulu-Natal

SIX THINGS THAT CLIENTS LOVE ABOUT MAXHUB COLLABORATIVE INTERACTIVE DISPLAYS:

1 2

The interactivity (touch) is very responsive and produces no lag

It is a Windows 10 platform so it works with all Windows programs and apps, and it is already familiar because almost every organisation uses Windows

3 4 5 6

There is an HDMI output on the MAXHUB so the picture can be sent to a second larger screen, if needs be

The whiteboard software brings meetings to life, it really gives users more options and more opportunity to have fun with their work The speakers produce a very loud and clear, high-quality sound

The camera and microphones work very well for video conferencing calls – Adheer Rampath – Electrosonic sales representative, Durban

EXPERT OPINION DISPLAY

PROJECTION TECHNOLOGY IS DRIVING INNOVATION IN RETAIL, RESTAURANTS AND EVENTS BY TIMOTHY WILSON,

VISUAL IMAGING PRODUCT MANAGER AT EPSON SOUTH AFRICA

In the past, projectors were lamp-based and prone to failure when used in a harsh environment, such as a retail store. Today, newly introduced laser projection technology has unlocked a range of capabilities.

TRANSFORMING THE WAY BRANDS ENGAGE WITH AUDIENCES Creative techniques such as projection mapping, which can be described as the projection of video, animation and other colourful displays onto 3D surfaces, have completely transformed the way brands engage with audiences and can live in retail spaces, concert halls and even sports stadiums. Projection mapping offers venues wide-spread creativity in using lighting in small or large environments, as was the case with Epson’s showstopping kinetic portal, which implemented projection mapping on a 360 degree vortex at the largest AV and systems integration show in the world – Integrated Systems Europe 2019. Driven by a new, affordable generation of projectors, mapping not only covers flat walls and traditional projections screens but also irregular shapes, objects, and even entire building façades. When projecting on a larger scale, such as at events and music concerts, the process of visually combining several projectors to display one single seamless image might sound simple enough in principle but can prove to be a challenging task in reality. To overcome this challenge, experiential marketers are adopting the use of image edge blending, which refers to the process of stacking multiple projectors to create a single overlapped projection that appears continuous and clear. It’s due to these advancements that displays in retail and events no longer pivot just on aesthetic appeal but can now deliver immersive consumer experiences that drive engagement and increase foot traffic. This is starting to drastically change the way that retailers, events and even restaurants host, engage, entertain and communicate with their audiences.

“With capabilities to meet the demands of largescale projection and the

ability to effectively transform

the way brands remain visible at

shopping malls, restaurants and retail spaces – the unprecedented imaging power 20

of projection technology has set a considerably high bar when it comes to retail and event displays.”

EXPERT OPINION DISPLAY

Display designs, such as those found in retail stores, are no longer confined to static visuals on pull-up banners, 2D print and posters. PROJECTION IS The increasingly popular use of projection technology has DRIVING GROWTH ushered in new and exciting ways to create immersive IN EXPERIENTIAL MARKETING displays using rich media and high-quality visual content Consumer interest in the transition towards to go beyond the four walls of traditional marketing.

projection has seen this technology take centre stage at leading retailers such as Mall of Africa, events by brands such as ABSA and restaurants like Saint, transforming their environments into immersive spaces through projection that displays captivating imagery and video. Saint restaurant in Sandton has pushed the boundaries of branding and displays, transforming all surfaces into a visual delight. Patrons entering the restaurant are greeted by a visual experience within a dome, featuring a series of moving, constantly changing artworks – such as a starry night sky or a replica of the Sistine Chapel – projected onto walls and the ceiling. In fact, EventTrack research, which showcases the current state of marketing around the globe, highlights the continuous growth of event and experiential marketing. It notes that high-quality projection technology, more specifically its ability to emit stunning visual experiences, has grown in popularity to become the go-to tool for event organisers and retailers looking to captivate and engage with consumers.

THE FUTURE OF PROJECTION TECHNOLOGY Projection technology has proven to be an outstanding, much more cost-effective and reliable form of marketing collateral – setting an entirely new standard for high-resolution projection. Sandton City recently embraced this marketleading technology with the installation of a virtual aquarium in its Centre Court. This installation centred on creating a 3D mapping concept that enabled shoppers to select an undersea creature from a touchpad to swim across digitised hoarding. With capabilities to meet the demands of large-scale projection and the ability to effectively transform the way brands remain visible at shopping malls, restaurants and retail spaces – the unprecedented imaging power of projection technology has set a considerably high bar when it comes to retail and event displays. Epson, which is not only pioneering imaging technology and innovative projection solutions, is also the market leader when it comes to high lumen laser projection, having recently announced its 30,000 lumens laser projector (EB-L30000U) which will officially launch in 2020. This high-end installation laser projector, complete with 4K enhancement, is aimed at rental and staging companies, hospitality markets and visitor attractions, which is yet another progressive step towards transforming the way marketers engage with their consumers in the 21st century.

ADVERTORIAL PROLIGHT+SOUND

WHAT TO EXPECT AT PROLIGHT + SOUND GUANGZHOU 2020 22

ADVERTORIAL PROLIGHT+SOUND

Eighteen years of growth and development have made Prolight + Sound Guangzhou (PLSG) into a world-renowned ‘must-attend’ industry event for information exchange, marketing, trading and education. The 2020 edition will be held from 19 to 22 February, with over 1,560 exhibitors gathering at Area A & B of the China Import and Export Fair Complex in Guangzhou. The show scale will expand to a record-breaking 160,000sqm, which is a 23% increase compared to last year. The key sectors of the show have expanded: the KTV and theatre K pub elements now occupy two halls, the signature Audio Brand Name Halls extend up to five halls and a bigger participation from leading companies of communication and conference in Hall 3.2, and media systems and solutions in Hall 4.2 and 5.2. Last but not least, four Lighting Halls are set aside in Area B to deliver a full range of professional lighting, stage and theatre machinery as well as control and interface systems. Participating brands include: Audio-technica, AV Media, Bosch, Bose, Createk Intellitech, D&b Audiotechnik, Danacoid, DMT, Eagle Truss, Fine Art, Huahuitong, Kvant, Laserworld, Nightsun, PCI, Sennheiser, Shure, Soundking, Taiden, Tricolor, Yes Tech and many more. The show takes market needs into close consideration and keeps evolving by adding new elements and topics to its content. Giving substance to the Tech meets culture highlight, the new Digital Media Lab introduces itself by showcasing new opportunities and concepts that underline the collaboration between culture and technology, offering an immersive multimedia experience to the PLSG audience. Various events and demonstrations make sure the lab has something in store for each and every visitor. The First International 3D Visual Lighting Competition will make its way to the stage of the Digital Media Lab to kick-off an even bigger competition programme, which will take place after PLSG. Several domestic and overseas organisations utilise PLSG as a platform to craft strategic partnerships, by participating in the fringe programme or forming delegations. The support and recognition from abundant high-level industry associations is an acknowledgement of the role the show plays for the industry. Those associations include Acoustic Block, Event Safety Alliance (ESA), Guangdong Association of Performing Arts, Korea Live Sound Association (KLSA), Shenzhen Digital Creative and Multimedia Industry Association (SMIA), International Organisation of Scenographers, Theatre Architects and Technicians (OISTAT), VPLT – The German Entertainment Technology Association and more. The 2020 fringe programme is the largest in the history of the

show and provides a variety of educational programmes and opportunities to network. Tapping into the key trends that will determine the future of the entertainment industry, the PLSG Annual Training Course highlights eight topics: • Intensive Course for Audio Professionals: Live Sound Reinforcement and System Optimisation • Overview of AoIP Networking Technologies • Dante Certification Training and System Application • Audio Technology • Light Beyond Lighting • Event Safety Workshop: Design and Planning • Next Level for Prolight + Sound: Media Systems and Solutions • Next Level for Prolight + Sound: Real Time Communication The fringe programme events focus on experience-sharing sessions to promote the dialogue between exhibitors, end-users and buyers – from newcomers to professionals. Women @ Prolight + Sound is hosting the first panel and workshop with the world’s top female producers, engineers and association representatives. It aims to establish a multifaceted approach to supporting, encouraging and inspiring women in the entertainment and AV industry through collaboration, mentoring and networking opportunities. The panel discussion on Challenges vs Opportunities for Building a Career, co-organised by the International Organisation of Scenographers, Theatre Architects and Technicians (OISTAT) and moderated by Ms Wan-Jung Wei, executive director, is a must-attend event. What’s more? Don’t miss the Carving Art Exhibition by Jianshui Yang and the Outdoor Line Array demonstrations at the 1.0, 4.0 and 6.0 open-air grounds. For more information about Prolight + Sound Guangzhou, please scan the following QR code:

TRENDS TO WATCH IN 2020

TECHNOLOGY TRENDS OF 2020

A new year means new opportunities for businesses in the pro AV industry – and a key part of maximising success in 2020 will be staying on top of the latest market trends and technological developments.

‘Doing more with less’ is, once again, a key theme that emerges for the pro AV industry at the start of this year. With automation becoming increasingly affordable, and AI becoming increasingly useful to businesses, expect huge strides in these segments across all industry verticals. Of course, however, while new technology is an important indicator of future growth, so too are shifting market dynamics – and businesses that can find the right technology for the market they serve will be in the driving seat. This is, arguably, even more important in the context of the South African market, where slow economic growth has made players increasingly risk-averse in recent years.

TECHNOLOGY TRENDS OF 2020

26 EDUCATION

28 CORPORATE AV

30 DIGITAL SIGNAGE

In this mini-feature, AV Integration draws on a variety of sources to present an overview of important industry trends to keep an eye on in 2020. We start by investigating changing market factors in five key verticals – education, retail, corporate AV, digital signage and hospitality – before presenting a white paper written by Dana Eitzen at Canon, which delves into three of the most important technical trends of the upcoming year. We conclude this section with an interview with Electrosonic CEO Bruce Genricks, in which he talks about the value of ISE from precisely this perspective of staying ‘ahead of the curve’ of developing market dynamics.

32 RETAIL

34 HOSPITALITY

TECHNOLOGY TRENDS IN EDUCATION

TECHNOLOGY TRENDS OF 2020

ARTIFICIAL INTELLIGENCE Recent technological developments have made artificial intelligence (AI) more accessible and user-friendly. AI has the potential to streamline both administrative and teaching and learning processes at educational institutions. In the past, students with divergent learning styles were often left behind, as traditional mainstream schooling only caters for a specific type of learner. AI is increasingly making it possible to create personalised learning programmes that are designed to allow students to progress at their own pace, using materials that are best suited to their individual learning styles. The adoption of AI in the schooling system promises to improve the learning experience for students and could potentially improve student retention rates.

DIGITAL SECURITY

There are few that would dispute the fact that information technology has vastly improved the learning environment for students at every stage of their educational journey. However, there is also a growing awareness of the dangers that overexposure to technology poses to the physical, emotional and developmental wellbeing of young people. As such, both parents and schools need to protect young people from malicious software, inappropriate content and need tools that enable them to manage childrenâ&#x20AC;&#x2122;s screen time. There is every indication that products that enable better digital security and control will be in high demand in 2020.

TECHNOLOGY TRENDS OF 2020

INTERMEDIA LEARNING The vast majority of todayâ&#x20AC;&#x2122;s students are digital natives who have grown up interacting with technology in the digital world. As such, they expect the learning environment to reflect their lived experience, where immediate access to unlimited information, video content and interactive online platforms are the norm. Learning through video, applying gamification principles to lessons, and making learning more immersive through virtual, augmented and mixed reality are becoming essential teaching tools. Schools and universities are, therefore, under a lot of pressure to invest in both the hardware and software that brings the digital revolution into the classroom.

ASSISTIVE TECHNOLOGY Students with learning disabilities and other difficulties stand to benefit greatly from the shift towards digitally enabled classrooms and learning environments. Instructional videos, text-to-speech technology and a wealth of other aids will continue to be by their side as compensating tools that give them a fairer chance at learning at the same pace as their peers.

TECHNOLOGY TRENDS IN CORPORATE AV

TECHNOLOGY TRENDS OF 2020

COLLABORATION According to Margot Douaihy, who holds a Ph.D in AV technology, collaboration solutions continue to dominate corporate AV needs. Modern collaboration solutions, such as Zoom Room, provide users with a platform-agnostic solution for video and audio conferencing and wireless screen sharing. These cloud-based solutions are highly compatible with the bring your own device (BYOD) model that becoming the norm in the corporate world. The best collaboration tools are, however, only as effective as the hardware that makes them operational, meaning that demand for screens, cameras, audio and control technology remains high and growing.

PRODUCTIVITY Corporations are looking to AV integrators to deliver tools that are designed to streamline and increase productivity. Better communication between team members and with clients and third parties can be leveraged to change and improve processes, making for happier, more empowered and productive employees and more profitable business practices.

TECHNOLOGY TRENDS OF 2020

FLEXIBLE WORKPLACES As large, open-plan offices that offer hot desks for employees have come to dominate corporate environments over the past few years, the drawbacks of the approach are becoming increasingly apparent. Ambient noise levels in an open-plan office can be problematic for some staff members and not all employees have the same AV needs, making hotdesking problematic for some. In response, AV strategies are being devised in collaboration with HR departments to ensure that individual needs within a specific team are taken into account.

4 ARTIFICIAL INTELLIGENCE According to reports in a number of AV journals, artificial intelligence and machine learning are set to dramatically change corporate communications and display technologies in the near future. Over the next few years, we expect to see a dramatic increase in deep-learning-based artificial intelligence ecosystems within corporate environments, where voice recognition, as well as video and sensor recognition, will dramatically change the way that people interact with their working environments and how these environments are managed.

TECHNOLOGY TRENDS IN DIGITAL SIGNAGE

TECHNOLOGY TRENDS OF 2020

TARGETED MARKETING Advances in AI over the past few years have made it possible to utilise big data analytics to optimise digital signage solutions and improve return on investment for users. The power of big data is being harnessed to gather vast amounts of information about target audiences, which can be analysed and the results used to optimally target potential consumers. As modern consumers are constantly exposed to a wide range of marketing content across multiple platforms, oversaturation is a very real challenge and targeted marketing is proving to be one of the most effective responses.

INTERACTIVITY There are a number of technologies being used to make digital displays more interactive, however, touch screens seem to most popular in South Africa at present. Touch screens enable people to interact with digital displays in much the same way they would their smartphones, allowing them to scroll through menus, browse catalogues, search for content and use near-field communication to transfer information. In the coming year, we expect to see a continued increase in touch screen deployments, especially in retail settings, where people are able to place orders and pay for their purchase using touch screen technology alone.

TECHNOLOGY TRENDS OF 2020

PERSONALISATION As facial recognition and other surveillance technologies mature, the possibilities for highly personalised and targeted digital signage deployments are expanding. Unlike the one-way communication that is typical of billboard-based approaches, surveillance tools are now being built into digital displays to capture demographic information about potential customers. Advertisers are able to use this data to tailor marketing campaigns, based on data analytics rather than anecdotal assumptions. However, there are legal implications to using surveillance technologies without audience consent, especially in territories where protection of digital privacy is strictly governed by legislation.

4 SIGNAGE AS A SERVICE According to the Digital Signage Market Report, published by Grand View Research in 2019, the digital signage market is predicted to be worth USD 18.55 billion by 2025. Due to increasing levels of sophistication in digital signage technology, there is a growing trend for businesses, both large and small, to contract service providers to design, host and manage their digital signage assets as a service, opening a new revenue stream for AV integrators that are able to capitalise on the opportunity.

TECHNOLOGY TRENDS IN RETAIL

TECHNOLOGY TRENDS OF 2020

SHOPPERTAINMENT As buying power shifts to younger generations, consumers who have grown up with the internet have more choice about how they purchase goods and services, which is placing traditional retailers under increasing pressure to compete for customers. In response, many property managers and retailers are designing entertainment experiences, termed â&#x20AC;&#x153;shoppertainmentâ&#x20AC;?, that will draw customers out from behind their computers and back to physical retail spaces. As noted by AVIXA, AV and integrated technologies are the bricks needed to build experience-based retail spaces that appeal to the modern consumer.

CENTRALISED CONTROL Chain store retailers are increasingly using cloud-based content management, together with state-of-the-art control technology, to standardise lighting schemes, audio content and levels, and manage displayed content across multiple locations in real-time. Using this technology, retailers can precisely manage their brand identity across multiple locations and ensure a consistent and reliable customer experience for every customer at every store, all of the time.

TECHNOLOGY TRENDS OF 2020

DEEP RETAIL Retailers are increasingly discovering the power of big data to inform the way that they design their stores and display their products. Digital signage that incorporates surveillance technologies allows for the collation of useful data, such as the demographic profile of customers, where in the store most purchases are made, and the amount of time that customers spend in a store. Retailers are analysing this information to predict and take advantage of the buying habits of consumers to maximise sales.

EXTENDED REALITY

Virtual and augmented reality offer retailers several ways to enhance the customer experience, such as Smart Mirrors that allow customers to virtually try on outfits while being able to manipulate the colour of a garment or arrangement of accessories to create the perfect look. The technology to deploy interactive hologram displays and motion-sensor triggered virtual sales assistants, for example, is currently available, and will likely be adopted by more retailers in the near future. In addition, shoppers will soon be able to use Near Field Communication tools to share their virtual and augmented shopping experiences on social media, adding to the experience-based product offering that is increasingly gaining traction in the physical retail market.

TECHNOLOGY TRENDS IN HOSPITALITY

TECHNOLOGY TRENDS OF 2020

DIGITAL SIGNAGE

Entertainment and leisure complexes are increasingly adopting digital signage solutions over traditional print-based materials to deploy internal marketing campaigns, wayfinding, digital art and a mymarid of other services, including guest services in suites. In South Africa, hotels and casino complexes are starting to see the cost-saving benefits of digital displays over traditional print posters and banners, and we are likely to see the shift gaining further momentum in 2020.

SMART CONFERENCING Just as the basic minimum requirements for corporate meeting rooms are changing to include integrated AV solutions for video conferencing, presenting, and collaboration using a BYOD model, so too are the technical requirements set out by conference planners. For a hotel or conference facility to be competitive in todayâ&#x20AC;&#x2122;s market, management needs to make sure that its network is designed to allow for reliable indoor mobile phone coverage, Wi-Fi connectivity, VoIP, real-time location services (RTLS) and internet protocol television (IPTV) as well as all the accompanying AV and digital equipment needed to make these services possible.

TECHNOLOGY TRENDS OF 2020

INFRASTRUCTURE OVERHAULS Internet access is no longer seen as a perk by guests, but rather a basic minimum requirement. In response, hotels, casinos and entertainment complexes are moving away from user-pay models to open networks that provide guests with a seamless, connected experience. As internet infrastructure at these facilities improves, it opens a range of opportunities for IP-based AV installations that require stable and adequate bandwidth to operate optimally.

NEAR FIELD COMMUNICATION Near Field Communication (NFC) technology is the next-generation short-range high-frequency wireless communication technology that gives users the ability to exchange data between devices. NFC has the potential to revolutionise how guests pay for services, access hotel rooms and interact with guest services. In the near future, guests will be able to check into their rooms, pay for services and enjoy tailored marketing of products and services using nothing but their own smartphone.

EXPERT OPINION

BRUCE GENRICKS ON THE VALUE OF ISE BY BRUCE GENRICKS,

PERSONAL TOUCH

CEO, ELECTROSONIC SA

Bruce Genricks, CEO of leading South African distributor Electrosonic SA, sat down with AV Integration magazine on the eve of Integrated Systems Europe 2020 to discuss the trade show’s value from a South African market perspective, as well as some trends in the industry he expects to continue in 2020… 36

“At least one person from Electrosonic will attend ISE every year,” Genricks explains. “In the beginning – many years ago – it was one of the few ways you could go and see technology at work: see how the products operate and what they can do. Of course, these days, with the internet, it’s much easier to access to this kind of information – and so now one of the main reasons we go is to interact with our suppliers. “It’s an efficient way to have lots of face-to-face meetings, all within the space of a couple of days. We have meetings with people from all over the world – America, Europe, China, Israel – and it’s an important space for us to build these relationships at ISE, which draws a very international crowd. It’s also very helpful to get some personal insight from the manufacturers in terms of their plans and future product ideas – as these things that aren’t necessarily shared in the public domain.”

EXPERT OPINION

Genricks says ISE is also a great place to interact with professionals from the South African industry: “Another important aspect is to meet with our dealers – our South African integrators, many of whom make the effort to visit ISE. This is great for them, as they get to survey the market for ideas for their upcoming events, installations or system designs; they can do hands-on research and make sure they are working with the very best technology that’s out there. It’s also quite useful because we can give them a personal tour of the stands – what often happens, is that we man our manufacturers’ stands and interact with visitors in that way. We can show them some of the products on the stands – some of which we might not necessarily have samples of in demo stock in South Africa, some of which might be brand-new off the production like or even still in the concept stage of development – and give them a taste of what’s to come.”

STAYING ON TREND Using ISE as a way to forecast technological trends, and therefore business strategies, is an understandably important facet of the show for Genricks and Electrosonic. “It’s important to keep an eye on what the competition is doing – what have they got out there, what’s new, what’s different, and what kind of products are we going to come across in the future that we need to be aware of? What new market demands will we need to make sure we have a solution in our product range to satisfy? Therefore, from a distributor’s point of view, it’s great to be able to get a view on where development is happening and what kind of demands we might see in the market going forward.” He continues: “Going to ISE is also great for observing broader technological trends. It’s important to focus on new products, but how is the pro AV industry developing at large?

EXPERT OPINION

been extremely slow. AV over IP is a great example. We were one of the first companies with this technology for the market, but we have only seen people change their minds and begin to implement it recently.”

WHAT TO LOOK OUT FOR IN 2020

What are the big ideas moving the industry at the moment? It helps to try and ‘see into the future’ and get a sense of how things may change in the next five or ten years. To understand what direction the industry is moving in is extremely important to us. If we see, for example, a certain technology that we believe will play a big role in the future of the industry, we will try and ensure that we have a supplier that represents that technology. We are always looking to complete our product range and make sure we have the latest and greatest available.” This is especially important since, as Genricks explains, these days the South African market does not suffer for lack of access to the latest and greatest products on show at events like ISE. Instead, what appears to delay uptake of new technologies comes down to attitude: “The access to technology, these days, is almost the same,” says Genricks. “When the technology comes out, we can offer it almost immediately. Where the issue of lag enters, is adoption. South Africans used to be early adopters of technology – they took risks, they were willing to try things out. Now, the market is much more risk-averse. We represent many technologies that we have had on offer for years, but adoption has

To conclude with, Genricks shares some insights about what to expect from ISE 2020, and offers some advice for those who may be visiting the RAI in Amsterdam for the first time. “At this early stage, one of the big themes is going to be display – the LGs and Samsungs and the like showing off OLED and transparent solutions. They will demonstrating 8K products, that’s for sure, though I am not sure how much of a broad adoption that’s going to be. I think that this technology is still five years away from being cheap enough, accessible enough and enough of a requirement for most users in the pro AV market to really see broad adoption.” He also encourages visitors to take advantage of the thought leadership and demonstration aspect of the show, though also cautions that – with so much to see and do – it is wise to know what you want to achieve and manage your time accordingly. “There are also always some interesting presentations and panel discussions to learn from at ISE, that’s a priority of theirs – the educational programme. ISE now lasts for four days – it used to be three – but I still battle to get through everything I need to, so good planning is definitely a requirement.”

"These days the South African market does not suffer for lack of access to the latest and greatest products on show at events like ISE. Instead, what appears to delay uptake of new technologies comes down to attitude."

WHITE PAPER THECHNOLOGY TRENDS

THREE TECH TRENDS TO WATCH IN 2020 BY DANA EITZEN,

CORPORATE AND MARKETING COMMUNICATIONS EXECUTIVE AT CANON SOUTH AFRICA

As we enter a new decade, all aspects of technology will continue to accelerate. Developments in space travel, quantum computing and an increase in the proliferation of software into our daily lives – anything is possible. Although exciting and newsworthy, most of us won’t experience any of these advancements in our day to day life. But as we spend an increasing amount of time in at work, several tech trends are likely to bring significant innovation and growth in the new year in the office. As part of the ongoing digital transformation of the workplace, improvements in automation, AI and machine learning-enabled analytics will have as big an impact on our lives as the introduction of the internet. While these are trends which have been very much at the forefront of discussion over the last couple years, 2020 looks set to be the year that these technologies make meaningful, but modest changes within the workplace. 40

AUTOMATION – INCREASINGLY AFFORDABLE, INCREASINGLY NECESSARY

In just a decade, widespread automation has gone from a vague concept to an unstoppable reality, with entire organisations expected to benefit from a well-considered automation strategy. While there has been tentative uptake of automation, reports show that the effects will start to be felt in the mid-2020s. With the cost of process automation decreasing, it’s becoming a far more attractive opportunity for businesses looking to quickly automate parts of their service. But the challenge for many organisations will be knowing how to get started. In the first instance, automation should be used to relieve employees of repetitive tasks, streamlining workflows, driving productivity and satisfaction. Once businesses have the buy-in of staff and have built a business case, they can turn their attention to more challenging business processes which will deliver a far greater return on investment. For instance, automation will enable the marketers of tomorrow to focus more on customer satisfaction and easier results tracking. For HR, it could assist with intelligent process automation (which includes artificial intelligence) and could help deliver consistent operational HR services. And in the finance function, specific trends and developments in robotic process automation, cognitive computing and Internet of Things (IoT) might improve security and reduce administrative error. For example, consider something like an expense form. A once arduous task that involved finding a document, printing it, filling it out and signing it could be made infinitely easier with an intelligent workplace. An intelligent workplace may provide, for example, an app or an online form so workers can follow an established digital workflow.

WHITE PAPER THECHNOLOGY TRENDS

ANALYTICS

03 02 AI – FROM ‘WHAT’ TO ‘HOW’

In partnership with automation and still very much ‘hot stuff’ in the hype cycle is AI. AI’s advancements are enough to warrant its own discussion and the question for 2020 will start to move away from what AI can do and towards how businesses can implement it successfully to get the best out of it. AI works best when it is used as an enhancement for jobs done by humans. But the difference is its ability to provide accurate, data driven insights in a fraction of the time, speeding up decisionbased processes for employees. In 2020, AI will become the next hot topic – although the biggest investments will be made by large enterprises with the biggest budgets. While there are seemingly almost no limits to the uses for AI within businesses, 2020 will see organisations really questioning the value of AI and how it can form part of their future. In other words, the approach to AI will mature. Companies will start to look at their biggest pain points and assess how and if AI can ease them. We will start to see organisations applying it to processes as simple as document workflow management, with a view to minimise human errors, save time and improve data storage and security. Imagine a large enterprise, working with thousands of documents, each with differing levels of security, handled by different parts of the business. Fielding these and ensuring they make it safely to the right people becomes a timely task and when mismanaged, a potential nightmare and a security risk. Implement a simple AI-based document capture solution and you have a solution which can recognise and classify each document and take a decision to route it to the right person in the business. It might not be sexy, but its value is tremendous.

With cloud computing, IoT and big data growing, data is getting murky and clouded. Analytics tools utilising machine learning will be needed at a far greater extent than currently implemented to make sense of the data, identify issues and even recommend action. More specifically, analytics will start playing an even bigger role in helping businesses understand the information they hold. It’s not news that we are creating data at an unprecedented rate and businesses are the biggest culprits of this. But, with so much content being created, it’s hard to keep on top of what exactly is stored on a companies’ servers. Over the next year, it’s likely that content analytics will become a standard practice in most organisations, providing them with visibility of how much content is created, the nature of it and how it’s being used. The objective of machine learning enabled content analysis is to gain useful insights from trends across a business’s structured or unstructured data for decision-making, which could help organisations improve information lifecycle management. What’s more, this type of data evaluation will also be key to ensuring they adhere to GDPR and compliance regulations – something that will only become more of a priority for businesses in the wake of jaw-dropping, fines imposed on businesses like BA in 2019. In the aftermath of the hype around these key technologies, 2020 will be the year we see businesses making practical use of them and implementing them in such a way that they derive genuine value. As with any new technology, security is going to be one of the main considerations ahead of implementation, especially with systems that will be handling sensitive data. As organisations move past seeing these trends as a ‘one-size-fitsall’ silver bullet, they will be able to carefully consideration to how they can adopt these new technologies to drive efficiency and enable human workers to invest more time in meaningful tasks, rather than repetitive and monotonous ones.

interview INTERVIEW

Mike Blackman, Managing Director of Integrated Systems Events, talks about ISE 2020 and why the show has become the ‘must attend’ event for users of AV technology, as well as for AV industry professionals.

ISE MD MIKE BLACKMAN ON THE SHOW’S WIDENING APPEAL

ISE HAS ENJOYED YEAR-ON-YEAR GROWTH SINCE IT BEGAN. WILL ISE 2020 BE THE BIGGEST AND BEST YET?

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Unquestionably. At the last ISE, we had over 81,000 visitors – and we expect more in 2020. In 2019, we had 56,100 sqm of net exhibit space, and that will increase in 2020 by over 800 sqm. Two important changes for this year are that the Hall 5 extension has been made larger and permanent, while Hall 14 will be the home of a new Innovation Zone – a specially designed area for companies that are new to ISE to showcase their technology. The ISE Main Stage theatre will relocate to Hall 14, and will offer a full programme of free-to-attend thought leadership and best practice sessions from ISE, AVIXA, CEDIA and AV Magazine. Following the success of our spectacular projection mapping on the nhow Hotel during ISE 2019, there will be another exciting projection showcase on another part of the RAI complex. Our Opening Address will be given by Duncan Wardle, former Head of Innovation and Creativity at Disney. He has some really interesting ideas about how all businesses can tap into their resources of imagination and creativity, and I’m really looking forward to hearing what he has to say.

WHAT’S NEW IN THE WAY OF CONFERENCES AND PROFESSIONAL DEVELOPMENT? All the conferences held at ISE 2019 will be back in 2020 – covering smart buildings, XR, digital signage, digital cinema, hospitality, visitor attractions, stadiums and pro audio, plus AVIXA’s two What’s Next... conferences, focusing on enterprise and higher education. In addition, we have a couple of new ones – the Control Rooms Summit and the CEDIA Design & Build Conference. Like in 2019, many of the conferences will be held at the Hotel Okura, near the RAI, which proved very popular with our attendees. As well as its conferences, AVIXA is running 20-minute FlashTrack sessions on its stand. CEDIA has a four-day programme of training sessions, beginning on the Monday with a workshop on cybersecurity, as well as hosting free CEDIA Talks on its stand.

WHAT ARE THE CHALLENGES PRESENTED BY THE EVENT HAVING BECOME SO LARGE? One of the biggest is ensuring that visitors can easily locate what they’re looking for – and relevant exhibitors can easily be found. One of the ways we’ve addressed that is with the creation of six Technology Zones – for audio and live events, digital signage and DooH, education, residential, smart buildings and unified communication. The Technology Zones mean that visitors can quickly locate the part of the show where they’ll find the technology and product trends that are most relevant to their interests. The ISE app has proved a big hit with visitors, and its wayfinding features are a key part of that.

INTERVIEW

“Back when we first started, our audience almost exclusively comprised systems integrators and other AV channel professionals. Increasingly, though, the show has become a destination for end-users; our exhibitors want to engage directly with them, as well as meeting their existing and prospective channel partners. Today, ISE has become as much of a ‘must attend’ event for end-users as it is for the channel.”

INTERVIEW

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HOW HAS THE AVERAGE ISE VISITOR PROFILE CHANGED OVER THE YEARS?

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Back when we first started, our audience almost exclusively comprised systems integrators and other AV channel professionals. Increasingly, though, the show has become a destination for end-users; our exhibitors want to engage directly with them, as well as meeting their existing and prospective channel partners. Today, ISE has become as much of a ‘must attend’ event for end-users as it is for the channel.

HOW HAVE YOU MADE ISE MORE ATTRACTIVE TO END-USERS?

We’ve added substantially to our conference programme over the years, because end-users have told us they get enormous value not just from the opportunity to talk directly to manufacturers and to find out about the products and technologies that will shape their companies’ AV strategy – but also from networking and learning from industry experts and their peers. Our Special Interest Group programme is designed to bring attendees from specific key vertical market sectors to ISE, helping end-user technology buyers to meet technology vendors and solution partners. They’re the result of formal agreements between ISE and a variety of associations, media partners, companies and consultants, and they’re tailored to meet the information needs of the visiting executives with planned stand visits, presentations, networking events and dinners.

YOU MENTIONED SESSIONS BY AVIXA AND CEDIA. WHAT IS THEIR ROLE WITH ISE?

ISE is owned by AVIXA and CEDIA, two trade associations with a focus on professional development – so education and training have always been an important part of the show. Another priority for both associations is reaching out beyond the industry, to other stakeholders within AV projects. Establishing and awarding professional qualifications plays an important part in establishing the expertise of the industry as a whole, as well as demonstrating the competency of the individuals who work in it. AVIXA and CEDIA are hugely instrumental in helping deliver the outstanding visitor and exhibitor experience that ISE has become, setting the tone and themes for the event and helping us continue to develop and create ever-more engaging content for our channel and various vertical market end-users alike. Between them, the two associations provide a wealth of market intelligence, guidance and education initiatives, as well as many entertaining and thought-provoking opportunities for development.

WHAT TRENDS IN TECHNOLOGY SHOULD VISITORS TO ISE 2020 LOOK FOR? I think we’ll start to see AI permeate a number of AV applications. It’s already being used in digital signage, but many see opportunities for it in other customer-centric applications, such as hospitality. AI is also being used to improve the quality of meetings and collaboration. ISE 2020 will, I think, provide evidence of the rise of LED-based screens. They have advantages over LCD – and prices are dropping rapidly. It will also be interesting to see the progress that OLED technology has made. Visitors should look out too for new generations of application-specific projectors. On the audio side of things, object-based sound will be heard everywhere.

WITH THE MOVE TO BARCELONA IN 2021, ISE 2020 WILL BE THE LAST ONE AT THE RAI. HOW DO YOU FEEL ABOUT THAT? The RAI has been a great venue for us for over a decade now, so of course, there’s some sadness: I’ll leave with many fond memories of our time there. It’s served us very well, and has been part of our rapid growth to become the world’s largest professional audiovisual event. The downside is that we’ve become too big for a convention centre even of the RAI’s size and facilities. However, I’m also excited. The Fira is a fantastic facility and a much larger space, located in a very attractive destination. The move isn’t simply about growing the numbers: it’s about delivering a better-quality experience to our exhibitors and visitors.

“I think we’ll start to see AI permeate a number of AV applications. It’s already being used in digital signage, but many see opportunities for it in other customercentric applications, such as hospitality. AI is also being used to improve the quality of meetings and collaboration."

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