The recent annual InfoComm (Pro Audio/Visual) and National Association of Broadcasters ("NAB") industry trade shows had some interesting, and perhaps surprising trends this year. Each are roughly $12 billion industries on the equipment side – double that amount with services added. Here are a few takeaways from the show:
1. Does lagging attendance matter?
No end-of-day lines at the Las Vegas Monorail and plenty of lunch seating in Orlando point to an estimated 15-30% drop in attendance from 2008. That said, almost every vendor we spoke to at both shows was pleasantly surprised with the quantity and quality of the business prospects that attended, with an equal amount of leads of higher quality from a year ago. The toadies appeared to have stayed home, but real buyers remain. The majority of vendors I spoke with point to at least flat-to-modestly growing revenues on a YTY basis, with very few experiencing declines. January and February 2009 appear to have been the nadir.
2. Revenue generation is taking a back seat to cost savings.
With television advertising shrinking and the broadband media business model unable to pick up the slack economically, I expect that cost savings measures will drive most decisions in the broadcast industry for the next 12 months. In both Broadcast and ProAV markets, technologies that produce strong ROI by reducing headcount, facilities and travel, and that improve workflows, control, collaboration, and the management of assets appear to be resonating.
3. Portfolio Management - diversity creates stability.
With many broadcast facilities having completed their conversion to digital and HD platforms, businesses that have focused on geographic diversity, in addition to alternative markets such as the enterprise (e.g., business, education, government) appear to be benefiting.
4. Will the “Cloud” change the game?
There is some evidence that cloud-based application environments (e.g., Software as a Service) may be an appealing alternative to equipment purchases. Advantages include the use of operational budgets (vs. capital budgets), variable usage rates, elimination of complexity and operational support, and the option to try it before buying it. Enterprise vendors are already embracing this paradigm, but it remains early days. I wonder whether Avid could utilize this strategy to change the game against Apple’s Final Cut Pro and other lower-cost competitors. Avid is well versed in end-to-end workflow environments, and a cloud-based initiative could give Avid’s customers the best of both worlds – world-class capabilities, operational efficiencies, and cost savings, and could be the game changer that nullifies Apple’s recent advances.
5. Bottoms-up technologies are experiencing strong growth.
Technology companies that enable powerful, but inexpensive, content production or take new approaches to old problems are experiencing strong growth. NAB and InfoComm are full of specialized vendors that service niche areas of the market. However, as customers continue to see advantage in buying from a single, well-capitalized vendor, best-of-breed will ultimately give way to end-to-end solutions from larger vendors. As such, I expect innovations to continue, leading to expansion, and ultimately acquisition by larger participants to bolster and add functionality to existing product lines.
6. Let’s get clear about proprietary versus open-source environments.
Traditional IT companies will play an increasingly disruptive, but not necessarily overriding role as IP-based solutions become pervasive in video markets. Will commodity-based, open-sourced solutions dominate? Well, it depends. While Apple has been lauded for its open application interface on the iPhone, it has been very careful about what it exposes. Professional broadcasters and audio/visual care deeply about perfection – a one-second glitch leads to a conniption. So while I do believe that closed proprietary solutions are bad business in the long term and that being “open” as far in the stack as possible is important (to play well with others in the network, for example), limiting one’s openness is smart and necessary in these industries.
7. It’s a multimedia, multi-platform world.
The ability to address multiple platforms – from traditional television distribution to wireless and LAN/WAN broadband distribution on multiple devices – is front and center. Investments are being made to address actual and expected demand. Will Richmond’s VideoNuze blog posted to this point this morning. Video and audio delivery over broadband connections for enterprise and entertainment use continues full steam ahead.
8. Onward and Upward – Automation and MAM (Media Asset Management).
Most businesses in this sector appear to be doing well with some discussions pointing to a joining of file-based MAM systems and automation functionality. MAM continues to be a fragmented market addressing ingest, production, marketing, distribution, and billing needs to name a few.
9. Enterprise Communications – increasing demand for video.
The use of video continues to expand its relevance in the enterprise, and vendors addressing this vertical market continue to grow at a fast and steady pace. The digital signage market continues to make strides, but continues to be very fragmented. I expect the trade winds to be favorable, with market dynamics flushing out the winners and losers.
10. Enterprise ProAV decision-makers are in transition.
The ProAV market continues its transition from its analog heritage toward IP-based solutions, with the compression of sometimes opposing decision-making groups (e.g., audio, visual, and information technology) accelerating. IT continues its mistrust of audio/visual departments on its networks. As integration companies are responsible for a majority of ProAV equipment installations, getting this group, in addition to industry sales professionals to break away from their comfort zone will be critical for the adoption of IP-based products to be truly embraced.
Like Broadcast and Cable markets, ProAV will evolve to use IP delivery in the network core, while adding value at each end of the network where human interaction occurs.
John Bowen is a Director at Covington Associates. He can be reached at 617-314-3950 or jbowen@covllc.com.

