CR Talks To: Cameron Smith, Director of Sales and Marketing, Intelix: Emerging From Behind the Scenes
CR: What sorts of integrator supports do you provide dealers that are unique and give you an advantage over competition?
Smith: We provide application design. We don't just throw a catalog in front of somebody and say, 'Pick a SKU.' We spend a lot of time doing webinar training and doing application and design-assistance support with integrators, so we're not just selling them a single product, we're selling them a system that solves the complete need. We also have an independent sales rep network visiting them locally to do on-site training.
CR: From your perspective in working with integrators closely, can you provide some predictions about the future direction of the CI market over the next six months, or over the next year? What factors do you think will be most influential in these time periods that will shape its direction?
Smith: What we've seen, over the last two years, with the change in the economy, is the desire for more middle-ground technology. People historically have looked at some really high-end solutions for routing A/V. You have top-level companies like Crestron who make great product, but it's very expensive. Then you have a lot of other manufacturers going for the entry-level business. We've seen this swing from the expensive down to low-end, cost-effective technology that didn't work so well. People need technology that they can value-engineer, that's cost-effective but at the same time, which offers excellent quality and the performance they need. You'll see more and more manufacturers not trying to compete on the low end and not trying to sell just to the high-end market. You're going to see people who are moving back to the middle, with more cost-effective solutions coming out—and you will see a lot of these 'importation companies' going away. There's value engineering on the high end, and there will be a shakeout on the low end. People are starting to meet in the middle. CR