To gain a deeper understanding of the current integration market in the U.S.A. and how Kordz can support its progress, Kordz managing director James Chen recently hit the road with U.S. Distribution Partner, Eric Bodley from Future Ready Solutions, on an epic two-month cross-country adventure. The new friends and connections made and insights gleaned have been invaluable. From integrator feedback and recommendations to tips and remarks from industry peers, coupled with James’ own observations, the information James gathered during his time on the road sets the wheels in motion for further innovation from Kordz.
This Q&A with James Chen shares some key insights into the U.S. AV market, which will help set the tone for what’s coming next from Kordz.
Q: What new insights did you learn from integrators at the CEDIA Tech Summits about their challenges, needs and desires?
James Chen: Most integrators are well aware of the failures, interoperability issues and installation challenges associated with subpar cabling connections. With growing regularity, they are looking to Kordz for solutions. They love the problem-solving products we’ve launched like our Patch Cords and BeltPak. But there are gaps they need filled like properly certified and fire-rated speaker cable, outdoor and direct burial cable, and cable with white jackets that can be painted to match their surroundings. This feedback is extremely valuable for us. It gives Kordz clear direction on what to focus on next and how to Kordzify our products to meet the evolving needs of systems integrators.
Beyond products, integrators are eager to expand their knowledge on topics like HDMI certification, mechanical differences in cable, 4K compliance and more. Instructional videos and articles, detailed spec sheets and tech guides are the key to greasing the educational wheel, and Kordz plans to be at the forefront of these initiatives. This trickles down to the sales reps who deal directly with integrators. By arming them with mobile presentation tools and training kits, along with leave-behind literature and product samples, Kordz creates an end-to-end educational pipeline.
Q: How are professionals responding to BeltPak and is there a big call for sustainable packaging in residential?
JC: The response to sustainable packaging from systems integrators has been HUGE! The fact BeltPak makes installation easier and reduces the cost per patch cord only makes it better. Based on the overwhelmingly positive feedback from integrators and the strong interest in sustainable installation practices, Kordz is now exploring other applications of similar packaging. Maybe a BeltPak-inspired package for all of our loose connectors? Watch this space!
“BeltPak makes installation easier and reduces the cost per patch cord, which only makes it better” – James Chen
Q: What were your biggest takeaways from the Prosource Buying Group Conference?
JC: Systems integrators are more focused on the operational and managerial aspects of their business than ever before. Courses geared toward growing a business, rather than just learning about new technology, dominated the conference curriculum. This holistic, business-minded approach to systems integration is a positive shift for our industry and aligns perfectly with our own philosophy. From product conception to completion, we aim to make installation easier and more profitable with products that are robust, fast and effective—attributes vital to the success of our customers’ businesses.
Q: What were your biggest takeaways from the Axpona Hi-Fi Show?
JC: The Hi-Fi business is alive and well, supported by enthusiasts who want a premium audio experience beyond a Bluetooth speaker. There’s a lot of innovation happening in the audio world. Multichannel audio keeps getting more immersive and realistic as access to music gets easier and from more platforms. It was good to see integrators’ understandings of the differences in speaker designs and their best use cases, as well as speaker designers’ willingness to follow recommended practice documents such as CEDIA’s RP22.
Q: How did your conversations with U.S. integrators throughout your road trip affirm the call for the advocacy work you did with CEDIA on Capitol Hill?
Everyone I spoke with felt this was a good idea and it’s the kind of initiative that only a peak body such as CEDIA can drive. We must keep pushing the industry forward for the long term. This starts with recognition by the U.S. government of the role of professional integration, as it has the power to regulate and ensure the products we put in people’s homes are safe. A regulated industry is the first step toward a safer and worthy environment for us to build this industry into a recognised path of work. Next comes standards followed by education, learning and certification.
“We must keep pushing the industry forward for the long term. This starts with recognition by the U.S. government of the role of professional integration, as it has the power to regulate and ensure the products we put in people’s homes are safe.” – James Chen
Q: What is the current vibe of the U.S. integration market and how does this inspire you for the next phase at Kordz?
JC: It’s great to see that the effects of the pandemic on the U.S. market have subsided. Concerns about impending elections and the housing market are making consumers more value-minded. They are looking to invest wisely in everything from travel to home improvements to technology. Consumers are more tech-savvy than ever and demand more efficiency, comfort and enjoyment from their homes—without breaking the bank. Kordz is responding to this trend in two ways: by Kordzifying a broader range of connectivity products we have in development that integrators are asking for, and by ramping up our educational support to integrators.
There’s no better way to align with the needs of your customers than by immersing yourself in their worlds and listening. By taking the time to visit with integrators at various destinations across the U.S., we learned what our industry is doing right … and what it can continue to improve. As it has in the past, Kordz aims to make many of these improvements easier through innovation in its connectivity designs.
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