Yes. That’s how the post-pandemic years of journey has been for the AV industry the world over, and so for Indian AV as well, with 2023 culminating it all. There have been many a passages- of events of reconciliation; recovery; and recharge, and now heading for a highly wishful revival in the year that is waiting to great everyone.
As we all inch towards it, SI Asia presents very snappy look into that all:
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Now, it’s more than certain that the fears of pandemic are passé, and it’s been a very exciting year that is passing by us, into history, in a couple of weeks.
Arguably, it couldn’t have been a better time for Indian AV. Coming as it did along the Azadi ka Amrit Mahotsav year, the industry’s reclamation of poise and paisa – lost to the pandemic – had been more intense and passionate than ever- so much so that the growth rate is over three times to that of the 10 per cent CAGR.
From a very generic perspective, while there had been an all-round growth across the AV vertical spectrum – with certain domains like cultural tourism, events and aviation charting an unprecedented growth – certain areas have just begun to emerge and holding promises for the year in the waiting (or vice-versa!)
As one can reckon, a quick nutshell of review of the year will show this:
- Return to office, return to offline meetings: while the hybrid structure continues to matrix the work spaces, it has also brought back the need for quality, purposeful AV – no fanciful – in meeting spaces.
- Return to campuses is bringing back students to real classrooms- a welcome sign for education vertical/segment
- Return to travel- an energising increase in travel – both for the MICE and for the mind – has brought so many allied industries back to zest. From a very high-end conventions and international congregations to local designer lounges and restau-bars, the segment is back to their buzzing best
- Return to sporting field- with ambitious events like IPL and ICC World Cup to National Games and the currently on-going Khelo India Para Games (the eight-day event commenced on 10 December) brought back all the nerve and verve that were felt missing for over four years
- Return to retail and luxury entertainment- with entertainment destinations regaining their lost footfalls, it spurred the demand for supportive AV players like digital signage, videowalls, PA/VA, surveillance and more
“Year 2023 has been a year of recovery and change for AV business in India,” says Prashant Govindan, Director-India, Generation AV. “While the sector has witnessed rapid growth, both in number and size of the projects, it remains to be seen if the recovery has come back to pre-pandemic levels,” he opines. “However, the positive trends such as return to work and learning spaces and rejuvenation of MICE industry has meant a big turnaround for AV, and hold a big promise for the coming year.”
“Everyone got a good share of their business,” observes Raymond V Soans, Director-Sales & Marketing at Sigma AVIT. “Almost every sector has seen a very encouraging growth; it’s something like regaining the lost ground,” he says. “There has been a greater spending in government segment, and spreading of new technology formats such as AI, AR, and VR, which are all good for the industry.”
According to him, the ‘hybrid’ work has been one major paradigm shift resulting in change of focus and purpose of meeting spaces from large to medium, if not small collaboration spaces.
A big endorsement of this view comes from Sachin Jain, Director of PLAY Technologies: “AVSIs, and consultants are playing major role in technology revamp, and engaging at much deeper level with the customers. There is a whole new thought process and technology application.”
According to him, 2023 has been simply been a recovery year with sales and growth being phenomenal.
“It’s been an year of revelations in terms of companies being more agile,” says Mridul Jain, Director of recently set-up start-up AV Essentials Pvt Ltd. A veteran of audio industry with a major stint at Sennheiser, Mridul sees Indian market turning more demanding during the year which is actually a major plus for consumers.
“Companies and clients have become more aware of technology,” he observes. “I see brands becoming more agnostic in their approach, which is good for demanding client,” he explains. “It is not always necessary that a complete solution from one company fits in; rather the best fit through various brands that achieves twin objectives,” he explains further. “It brings a better value proposition in their personal domains as well as the entire AV ecosystem; a harmony of multiple brands which is an experiential good for the industry.”
A summing up observation comes from Naveen Sridhara, Director-Sales, Business Communication at Sennheiser India: “2023 has been a very exciting and challenging year where the companies tried to adopt the Hybrid working model; many companies would like to get their teams at office all the five days of the week.”
According to him, many companies feel that 60-40 ratio is a good mix for more efficient way of working. However, the major challenge is about what next after Hybrid! What’s the next innovation for products in the emerging world of AI that we all are traversing now. What should be our ‘think ahead’ to make the existing products adapt to AI or innovate keeping AI in mind.
“The future of AV is about making workflow easy and seamless,” asserts Naveen. “Any technological advancement or application we do, it should bring in efficiency and user- friendly experience to the customers.”
So, the promise that one can hope from the year ahead?
“Dante will be the technology that will drive a lot of solutions,” feels Mridul Jain. “Centralised controls will also play a big role along with immense network flexibility will be the most sought out technology.”
Adds Sachin Jain: “We will also witness software and UI/UX being a dominant force in finalisation of hardware equipment. The market would certainly have a much larger area to operate but with these trends.”
With AI already taking a centrestage in a majority applications, and trends like AR, VR, posing for a dominant role, experience zones would be the talk of the town, feels Raymond.
“User experience should and will stay central to all acts of AV,” sums up Naveen. “Whether it is a product development innovation, technology combo application, or even a customer support, a user-experience-centric approach is the way for.”
We will all hope and look forward to having one that lives up to its promises, if not making it more fulfilling for future best.
