Richard St., EditorRichard St.,


Dear readers is a fact, I witnessed the crisis. I just returned from visiting two exhibitions in previous years were classified as the largest in the world in two different industrial sectors to the professional integration of audio and video, and indeed the crisis is now a reality in the United States.

But this time not pretend to be the messenger of bad news or discuss what you have probably already heard in the media. The idea of ​​this column is thinking about a question: and now, who will defend us? The question is because resources are scarce, consumers are nervous and experts talk about contingency plans medium to long term.

But then the big question is what should be the strategy to be applied to protect and sustain the best way, as the slogan in the specialized technical world seems to resist and conquer.

However, in meetings with heads of sales and European, US and Latin American marketing, I found that the most seasoned agreed in detail and is the management and delivery of timely information to its customers. I'm not talking only about the typical service and support, we have always mentioned as the differentiating factor, but I refer specifically to the need to report more aggressively on the solutions that a company is developing to meet this or that market need .

Usually, in times of crisis the first thing that is cut is marketing and this is a blunder; It is at this time when all their guard down which represents a great opportunity for those who risk. Not free the most powerful companies on the planet, while controlling their costs, not radically abandon their promotion program.

Thus, in this direction, there is an opportunity posed for those who do not want to make hasty decisions and cancel or impair communication programs with their clientele. The network today offers countless possibilities for growth in the markets so to take advantage of them, because there is no longer colored grasshoppers defend us.

Nothing has puzzled me in recent days that the new uptrend in the dollar. After the peak of the economic crisis in which we are, precisely when several banks announced bankruptcies and had doubts about the approval of the plan of economic rescue the US currency began to climb on Latin currencies and this in turn brought related dire consequences the fall in the prices of several commodities, Including oil and copper.

But what worries me really is what this can bring to sensitive markets to price, such as Latin America, which was enjoying two great situations for the massification of technology: the low prices of the dollar and the availability of important capital flows, product sales generous commodities. This macroeconomic nirvana led the region to become an attractive and dynamic market, as in the stillness of markets such as the US and Europe, our countries began to demand more and better technology. The answer is clear, had excellent products at prices that Latinos could buy.

But now the situation changed. And it seems to not have much money and the dollar rose. This will be the "agosto" of those unserious technology manufacturers of poor quality, they do not have a well-defined chain support and which do not enable the integrator / installer audio and video. I want to clarify that I do not mean the East in general. The big brands have emerged in this region, but have grown based on a dedicated research and development. It is talking ghost brands, of which unfortunately not much is known.

It is therefore important that we get to think about certain details. Buy based on the lowest price is not the best strategy in times of crisis. Latin America is a market that is growing strongly and technological development, so it is not logical that we begin to fill with toys poor durability. Do not forget that a market is serious when it is precisely those who make serious actors.

Until next time

When we participate in InfoComm 2008, one of the things that descrestó me, to speak, it was the degree of innovation that can be seen in the videoconferencing industry. Perhaps a premature way, this is the industry response audio and video to rising oil prices.

You will wonder what to do with each other, but the fact is that with gas prices as they are now (thankfully come down) travel is almost a mission impossible. Many companies have seen the need to cut corporate travel so expensive that they are turning to corporate finance, and instead are optimizing the costs for the purchase of communications equipment.

With what you're seeing these days in videoconferencing, you can literally say that they are cutting or minimizing the barriers of distance; to just name something, now solutions that enable seamless interaction between those on either side, with amazing sound and resolution are offered. The most important thing is that a dedicated channel with virtually no delays or declines in communication.

Talking to an official of one of the companies that manufacture these solutions, he told me that in fact what has been achieved in this sector is to generate a telecommunication high quality and confirmed that these teams are becoming useful tools for mega-corporations, that only a few thousand dollars prevent its officials lose an entire traveling to a meeting a couple of hours in a day city state. Who must travel regularly, know that this is one of the activities that take more time.

Among the positive aspects of this trip to InfoComm it was once the event is over left with the feeling that the technology does exist to make the lives of humans more comfortable, and really the barriers that once seemed insurmountable are today simple circumstances.

We'll see.


A few days ago I was in a Target, one of the most recognized in the United States retail store. Walking around the area where LCD and Plasma screens are displayed on the shelves I saw was a small pocket brochures. Go surprise when I opened it and were recommendations for selecting between plasma and LCD, based on the final device applications.

Before stopping to look at the brochure I started thinking about how positive it is that a simple intermediary such as Target (incidentally, frequently visit retailers like Wal Mart or Best Buy and never saw any with this type of educational material) is being concerned to educate and inform their customers in selecting one or other technology.

And it may manufacturers are implementing ambitious training programs and training for its distributors, but what really matters is (and it dawned on me the brochure in my hands) than those who develop technology to work closely with its representatives in each country to ensure that your message will reach the purchasing manager of a new convention center or a hotel -independent that are customers or not you may be thinking of changing your digital signage system, because when they want to buy They think technology will buy it from one who has been educating.

Latin America is a very conducive to this territory. I can say without fear of contradiction, that many business executives and potential customers do not yet know the differences between the two systems, the advantages of one technology or the other; I know that retail stores in Colombia, where I live, still hear people from all social levels holding discussions on whether to buy an LCD or Plasma based on inconsequential aspects, such as what is the newest form; What is worse is that there is always an adequate response from advisers stores.

So I think it is very important to dedicate ourselves to promoting education as the only real effective way and gaining market penetration. In an era that has many changes in audiovisual formats lack of information about it is almost a sin. They still owes the brochure, but what I can say is it was very entertaining.

Until next time.

Dear readers. Thanks for taking some of your valuable time in reading this editorial, a space in which you as readers and we as journalists can match.

It's a real pleasure to present this first edition of AVI LATINOAMÉRICA, the first news media for industries audio, video and lighting for our region and will be aimed primarily integrators, installers and rental shops such technologies for commercial purposes. However, the possibilities will grow as time passes, so that in future we also hope to have many end users reading these pages, to thereby contribute to the acculturation of the market.

AVI LATINOAMÉRICA will be divided into three main sections: audio, video and lighting, from which try to provide the latest information on each of these issues. There will also be opportunity for case studies and qualitative analysis of each segment, initially in Latin America, but in the future as possibilities permit will try to meet every market in the region.

In the news section and products, you, dear readers, find information about the "scene" of the industry as well as reviews of the latest in technology that brings the market.

All this information is for you, so they can contact me at email jarcila@latinpressinc.com; feel free to suggest topics and approaches and we all try to please the taste.

In addition, and to fulfill the commitment to keep you informed about the industry and its technology, we have available a monthly electronic newsletter, where you will find articles and reviews on important events; we also provide for you a podcast, in which we will be sharing interviews on topics of current interest, in the style of the best radio magazines.

Be this as an opportunity to begin to build a relationship of friends. Remember that this magazine is made for you, but we would also like that were made by each and every one of the people who read us. Thanks again for reading and for letting us into their offices with this and every one of our future editions.

Until next time.


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