CR Talks To: Cameron Smith, Director of Sales and Marketing, Intelix: Emerging From Behind the Scenes
In a lot of respects, we're not re-inventing the wheel; we're just taking the wheel and making it faster. A lot of what you see elsewhere in HDMI is offshore technology; we're doing the manufacturing and assembly of most of that technology right here in Wisconsin. It means we can evolve quickly, so when new chips hit the market, we can get those inside our products quickly. And when there's a new technology like 3D introduced, we can get that into our technology pretty quickly. We don't rely on waiting to burn through 10,000 units that are sitting in our warehouse.
CR: Are there any product areas you have not yet entered that could be on the back burner for the near future? If so, what integrator needs would they address?
Smith: One big area we haven't really courted is the showroom and the CE brick-and-mortar market. Most of our technology is for the installer, and is going into systems. But there's need out there to take this sophisticated technology and put it into an everyday consumer product, especially because HDMI is in all of these everyday products. One thing we're looking at is how we can take this cool technology that guarantees a performance success rate and implement it in a way that makes sense for a showroom floor and for everyday merchandising. We're getting there; obviously, we have to take into account costs and how it would be to manufacture things in the tens of thousands and hundreds of thousands. Typically, you don't go into a store and see an Intelix product sitting on the shelf. But we're putting the back end together to do that and looking at a couple of partnership opportunities.
We see a big opportunity in converters. There's still a lot of analog technology out there, but HDTVs are inexpensive now, so you need some kind of a bridge to get between that analog and that digital technology, and we see a huge opportunity for high-quality equipment there. We're currently doing that, but more on the specialty market side. About 70 percent of our reseller base now is commercial A/V, whereas about 30 percent is in the CI world. In the CI marketplace, we're working primarily with installers and value-added integrators. We're in the process of setting up a distribution network but it's really in its infancy. A major partner we work with is Liberty A/V.