Bose Professional showcased two key Videobar solutions at InfoComm Asia. First is the VB-1, launched in 2019, which is designed for larger meeting spaces that accommodate eight to 10 packs in a room. The second one is the VB-S, introduced in 2022, which is a smaller version suitable for huddle spaces and can be conveniently moved around. “These solutions are aligned with our belief that the video conferencing market will grow rapidly in Asia. Therefore, we are working closely with our partners, such as Screenbeam and Barco, to reach a wider audience. We also aim to provide solutions based on specific requirements rather than just sell a single product or a single brand,” said Christian Liebenberg, manager of Southeast Asia and ANZ, Bose Professional.
“Our focus on video conferencing is big, and the business for us in Asia has been really good post-pandemic. With the Videobar solutions, we’re looking to expand our business in the next 12 to 18 months, and I do believe that it will do very, very well in Asia, especially in the Southeast Asia market. Our immediate goal is to have more partners and more solutions available so besides working closely with the aforementioned companies, we are looking to engage many others to expand our reach and accelerate growth in the region.”
With regard to the opportunities and challenges in Asia’s Audio Visual market, Christian feels that the market is very fragmented. “We see a lot of westernised brands coming in while we also see a lot of Asian brands, either from Korea, China or Japan, flourishing. So, there are two levels of price points and very different market approaches, as some countries are already dominated by a few players. Regardless of where you are coming from, breaking into these markets will be really challenging.”
“The next challenge is that we need to build greater awareness in these markets. This is where I believe we can play a really strong role in developing standards through effective go-to-market strategies and enhancing the installer market. We are also looking into more dynamic market strategies as opposed to just trying to compete on price,” added Christian.
Christian Liebenberg also touched on the impact of Transom Capital Group’s takeover of Bose Professional. “Let me explain the decision and the rationale behind the acquisition by Transom, which is a private equity firm. Bose Corporation and Bose Professional had very differing opinions and views on how to build Bose Professional’s business going forward. Bose Professional is a B2B2C type of company, whereas Bose Corporation is B2C focused on consumer electronics. Having two very different businesses under one umbrella makes it challenging for the company to build as well as define resources and funds for continuous development.”
“By stepping out of Bose Cooperation’s shadow, Bose Professional has the opportunity to bring on board new high calibre experts specifically focused on the growth of Bose professional. So now we have our new CEO John Maier, a highly experienced and successful pro-AV executive who grew brands like Blue Microphones into a global consumer electronics players. He’s also been with Transom Capital for a number of years and has a strong vision for Bose Professional,” added Christian.
Christian continues. “Naturally, like any takeover, there will always be short-term disruptions which are absolutely normal. But now we’re all geared up to expand our presence, with not just our product portfolio, but through increasing our footprint in more countries, especially in Asia. At this moment, we are looking to introduce a new range of amplifiers, which will be announced at InfoComm in the United States, and this will be the start of a whole new ecosystem, which we will build up over the next three to five years.”