picked it up first and asked if they could do a bulletin board with our signage stuff. “That’s why collaboration and signage are linked. That sometimes adds complexity but it opens up so many new opportunities for partners, to talk a different talk, rather than go to a customer with another new panel.” Message to Channel While the benefits of digital signage span across wayfinding, advertising and overall impressions, getting businesses to appreciate the value may be tricky. According to Graeff, this is where the resellers come in. “We believe that the reseller is super important. We understand that for the last three or four years, the complexity around our business has moved from standard audio-visual-based products and let’s say Rs 232 command, to more IT, network, IP configuration based kind of installations, and then you add the software and all of that together, it is super demanding. “Our message to the channel is that we want to offer a product proposition that makes sense to go to an end user and show them we have more to add than just a projector. We can make visual communication a little bit easier, that’s why we started this tagline a couple of years ago ‘Beyond Visual Communication’. “I can always say that we have the best products on earth or the cheapest but that’s not entirely true. I think it’s the combination of showing partners that Vivitek is a brand that they can bank on, and that partnerships are important for us. “We listen to our partners, we try to accommodate new ideas and opportunities. Our engineering team is frequently travelling around the world to talk to our partners and ask where we can be better product-wise, and through our sales teams we understand how we can be a better partner for our resellers.”
Ambitions Looking to the future, Graeff was
understandably hesitant to disclose the entire five-year plan, however, he did give an insight as to where he felt the industry and Vivitek is going. “I’m a firm believer that software will play a more important role than hardware in the future,” he said. “I think the whole industry needs to look at everything from an end user perspective and make it easier for the end user to work with the products and communicate with the products. “One component where Delta plays a big role is in building automation. We need to move the meeting room devices out of the meeting room into the building. This means we can partner up with a company like Loytec for building automation and control our devices within that building in an automated environment. “The bottom line for me is that we are trying to make our products easier to use and more secure. I could easily say we are going after the Google or Teams environment but that would be too easy. Continuous channel development, channel support at any level, and keeping the end user in mind is the direction that we believe in.”
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