The audiovisual market in Latin America has been growing for some years, but it is necessary that distributors do their job professionally for growth to be sustained in the future and not a conjunctural moment.

By Juan Tamayo

In the audiovisual guild, like any other technological guild, we care about the progress of the medium. In every show we attended or in each publication that reaches us via physical or electronic mail, expect to see the latest trends and developments, sound systems that save lives, video projectors that create a real image, systems of digital advertising that have a positive effect on increasing sales.

But no sales methods, economic analysis of audiovisual markets, market trends in the region, and other factors as entrepreneurs guild interests us are observed.

We have the best brands in Latin America. In addition to globalization and the ability to import systems, make audiovisual projects are the same technological level projects in countries like the United States, Germany or any other developed nation.

I have observed that multinational audiovisual components that make watching with great interest this region of the world that until recently was not important to its overall sales goals. But brands have the same problem as have local entrepreneurs in each country: there are no concrete figures or evaluation methods for how the market behaves.

The few figures that exist in Colombia macros are based on numbers, combination of markets and other mixing amount is not known for sure how market dynamics. We are still linked to the consumer market.

For example, government figures MI import audio elements (microphones, audio processors, speakers) belong to the same line of import of items such as computer speakers. There is no real market discrimination, making it more difficult for analysts to deliver information and use this for the benefit of the guild.

I've only touched on projects, but what about the markets everyday, small entrepreneurs who own a shop in the trade sector audio and video of every city, there are no clear guidelines for sales, no roles defined, a wholesale distributor has shops, there are differences in prices for the same product more than 10% between two stores that are continuous to each other.

It can be seen that in the market for retail sales benefited most is the end customer, because without much effort can be seen as two entrepreneurs down both the price reaching almost to the cost of the product to make the sale, and do not realize that the sale resulted in a loss for your store, and if all these losses add up finishes closing the business that much effort required to open it.

I can keep writing about deficiencies in the audiovisual market in Latin America, because every day you can see everything we need. But that is not what matters. I think many of these problems can be solved if employers in each city or country in the region begin to think as a group, as a mass that the only thing to look for is stability and market efficiency.

Find the best for the end-user audio or video technology is hard work, but it will generate many rewards. These developments raised the sisters have lived other industries such as electricity, telecommunications and security.

And in Latin America they have taken the first steps. international associations such as Infocomm and Cedia are present in our countries, there are regional fairs in which technical training courses are offered. But we need much more, ideally have an association by country, where this association nonprofit help grow the market for audio and video, help define local standards, help train vendors shop windows for these are sellers of services rather than products.

They should also involve educational institutions for professionals leaving the labor market guild support us in the design, commissioning and execution of projects, research new technologies or some other topic of interest to growth technological economy.

I hope that entrepreneurs of audio and video in the region think of the words: markets grow by cooperation and not by competition, by the constant sales and not by one big sale. Education of its employees must be a fuel that move the company day to day and most importantly, respect with customers and competitors, because if it does not exist, no market to grow.

Richard Santa, RAVT
Author: Richard Santa, RAVT
Journalist from the University of Antioquia (2010), with experience in technology and economics. Editor of the magazines TVyVideo + Radio and AVI Latin America. Academic Coordinator of TecnoTelevisión & Radio.


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