Systems Integration Asia — February-March 2018

takers in the near future with new possibilities and competencies,

we hope we will be able to gain entry to new markets and

business verticals like Residential, Hospitality etc. That we also

hope will ensure a stable business in coming years.

On what is their immediate priority...

With the right brand, at right place and with the right team to

move with, the only priority now is more projects; supporting

partnerships, business growth and happy customers.

On their take on evolving standards for AV

deployment...

A recently-released industry report from Futuresource Consulting

says that AV over IP is poised to revolutionise the low-latency Pro

AV market. It further states that moving from a position of relative

obscurity, AV over IP encoder/decoder ports will enjoy a year-on-

year increase of over 130 per cent for the coming times.

Aurora, being a global pioneer, is ahead of all other existing AV

brands in its line. We have been showcasing evolving AV over IP

10Gbps solutions for over six months in India and globally too-

the IPX series which is the world's rst 10Gbps IPBaseT transceiver

capable of 4K60Hz 4:4:4 with an extremely low 1.3:1 real time

compression and zero frame latency with DANTE digital audio

support. This, we are condent, will take us places.

Today's intelligent enterprises focus on increasing productivity and

streamlining operations to achieve higher levels of efciency. They

not only prefer premium brand but also look for that cost-

effectiveness. Here, Aurora will play a signicant role as it

develops cutting-edge solutions for markets looking for the most

bang-for-the-buck, and their offerings are both competitive and

innovative.

http://www.auroramm.com

On leveraging positives and addressing negatives...

We have been already taking the advantage of AV over IP
technology with our patented IPBaseT solution, and our global,
domestic and eld-level partnerships which have afrmatively
opened new vistas of opportunities with Integrators, Consultants
and End Users. Now, that we also have developed good cases for
our authorised partners in last few months, we foresee very
prospective times ahead. We feel that we have addressed the
negatives to the best of our capabilities and therefore hope for a
promising future.

On biggest challenge they think yet, and how they

intend to address that...

Since we progressed very well in 2017 with just seven months into
business, the biggest challenge would be to sustain this signicant
growth. Also, with Convergence of AV with IT happening faster
than expected, it brought out the grey area – of lacking of
(adequate) IT knowledge – among the AV fraternity in bigger
clarity than ever. This is more so, when it comes to networking
and security.

With a view to address this situation, we have with us a CISCO-
certied resource with a strong IT/Networking background as well
as adequate exposure to AV dynamics. In other words, we have a
qualied set-up to work along with partners to overcome the
challenge of IT knowledge requirement, and also impart the
knowledge to them. With this ongoing process, we are able to
bring out the right knowledge transfer to our authorised partners
and our committed end users.

With the AV over IP trend evolving at much faster pace than
anticipated, we hand hold our partners both during presales and
post sales activities, solution positioning to complete the projects
efciently, and thereby meet, if not, exceed the customer's
expectation.

With new product offerings and solutions set to greet the market S I A

STRATEGY (S)TAKE^73