Are overly complex AV solutions making life more difficult for the channel and end users?
If it’s true that ‘simplicity is the ultimate sophistication’, I recently started wondering whether the AV industry has made life a bit too complicated for itself and, by default, the end users that we serve. Are hardware manufacturers’ efforts to out-specify each other really giving the end user what they need, or are we all guilty of feature creep to appear competitive? From the many conversations I had at ISE 2025, one subject that came up time and again was end users’ need for simplicity. Of course they want value for money, high-quality core functionality and the assurance that their AV solutions are energy efficient, but I was left with the impression that they are increasingly jaded by features they don’t need, the complexity of marrying multi-brand hardware and software solutions, and the lack of compatibility between devices.
It’s a message I heard from channel partners, too. While their role changed from ‘box shifter’ to consultant a long time ago, they can still struggle with keeping on top of the wide array of new projectors, meeting room systems, digital signage, video conferencing, interactive displays and static and interactive displays solutions; and that’s before they’ve drilled down further into the technology abyss to weigh up the pros and cons of QLED displays, LCD, Micro LED, and DLP technologies across different customer applications. Even with those hurdles crossed, they still have to think of the best combination of solutions that control the typical AV ecosystem you’ll find in the typical hybrid workplace, education institution, hospitality, entertainment or event venue. No wonder they can feel challenged!
Software aids simplicity… but for how long?
Given that complexity is it any wonder, then, that when discussing AV options with customers, some channel partners may be tempted to push what’s the easiest sell and the easiest to set up, even if there are solutions better suited to their customers’ needs? That’s not their fault; arguably, it’s the AV industries, and it is time that this was addressed.
This isn’t a hardware problem alone; compounding the issue is the software that underpins almost every AV device, which means that the channel also must be a software expert as well as a hardware expert. And, in-line with the rise of software and how its evolution outpaces that of hardware devices, we’re now seeing scenarios where durable, long-lasting equipment is rendered near-useless because support for the software that it runs on has been withdrawn, or it’s no longer compatible with the latest o/s updates; the premature disposal of hardware is unacceptable, particularly at a time when sustainability should be front of mind for all. But in some cases, this is also a trigger for the whole sales cycle, so once again customers and channel partners must start the process of picking through all of the AV options available to them.
The path to reducing complexity for the channel and customer
It is difficult to know where to start when addressing this problem, but that doesn’t mean that we shouldn’t try. Stripping back on features makes your solutions look uncompetitive. Not having the full suite of AV solutions on offer means you can’t offer a complete solution, or be a one-stop-shop for products or technical support. Software is the beating heart of hardware, so that cannot be removed, either. Is it possible, then, to turn complexity into simplicity? While there’s no silver bullet for it, I believe it is possible to make life easier for the industry, professional installers, resellers and the customers we serve.
First, with our Vivitek brand related to the Novo Ecosystem, we’ve made the decision to fully support the Windows O/S. It remains the best known and most used in the world, and many solutions are engineered or optimised to be compatible with it. It brings user convenience and constant security updates to devices and users. Other options – while good – don’t enjoy the same level of popularity, compatibility or the assurance of long-term support.
Second, we should think about how we can make better use of AI; whether it is to optimise device configurations to aid compatibility across the whole AV real estate at customer site, or to create better training materials for the channel eco system or end users. Using AI, we can create materials that are more consistent in look and feel, and are more closely tailored to the end users’ environment. I’m thinking here about set up guides that enable users to be up and running in minutes, to product deep dives; all set in environments familiar to the end users – from schools to meeting rooms, places of worship, museums and hospitality, for example – and all delivered in the customers’ local language.
A collective ambition to improve ease of use
Of course, we’ve been taking our own medicine. Ease of use has been front of mind at Vivitek for some time as part of our mission to make AV far easier than it was. Our efforts are evident in our wireless collaboration and digital signage solution – the Novo Ecosystem – which is based on four guaranteed principles: simplicity, security, integration and centralisation. We continue to work hard to find new ways to keep things simple for our partners and our customers. Of course, we’re only a part of the wonderful AV world, and the desire to simplify AV solutions to benefit customers should be an on-going ambition for everyone in this industry, ensuring that all customers can easily enjoy the brilliant results from every manufacturer’s solutions. How will we know if this has been accomplished? Well, it won’t happen overnight, but wouldn’t it be great if the feedback from visitors at, say, ISE 2027 is centred around praise for how much easier AV solutions are to use. If you agree, why don’t we use the time between now and then to see just how much progress we can make in making life easier for our channel partners and end users?
About the Author
Holger Graeff is General Manager of Delta Display Solutions EMEA at Vivitek.
