What Can You Imagine at Macom Under “Advice On Digital Transformation in Space”?

In our project practice over the past 25 years, we have seen how working in company buildings has changed. The digital transformation has changed the reasons for employees to enter a company building. It used to be the central place where the work was performed, nowadays this is possible from anywhere. The added value of entering the company building is that you can meet colleagues there in order to coordinate with them, to discuss things and to develop innovations together as a team. That changed the demands on work spaces.

The digital transformation in space requires that the digital workplace, which accompanies employees everywhere on mobile devices, grows together with the physical rooms in the company buildings. This requires rooms that are directly linked to the employees’ digital workstations and thus enable a seamless transition from individual to teamwork. We support our customers in completing this digital transformation in their workspaces.

Does “advice on digital transformation in space” also mean the company’s activities in relation to the macomLAB – what is being developed there?

With our strategic and conceptual advice, we create awareness of this among our customers. On the one hand, our macomLAB is a research environment in which we research the interaction of hardware and software components for the workplace of the future under real conditions. We use the experience gained here directly in our customer projects. In addition, our customers can test these new working methods directly in our LAB.

As a research platform, the macomLAB enables us not only to look at everything theoretically, but also to test, try out and live it ourselves. This underlines our expert status with our customers. In addition, with the macomLAB, we have created the only manufacturer-independent innovation hub for future workspaces in all of Europe.

Equipped for the future

On the subject of young talent: The AV industry is also complaining about a shortage of skilled workers. How do you see this development?

Macom and StriveAV do not have a shortage of skilled workers. If a company has a shortcoming here, it’s because of poor employer branding. macom, for example, was the first company in the industry to do university marketing. For several years we have had an employee who only deals with the subject of recruiting young people at universities. This means that we still have pole position in our market today. We found that there are enough skilled workers on the market. Of course you have to look for them, but they also have to be able to find me as a company. If I present myself as an attractive, agile and, above all, accessible employer, then that will also work for the skilled workers.

To come back to the introductory topic “IT eats AV”: In your opinion, what course must the AV industry set so that it can hold its own in the future?

Manufacturers should gear their products more closely to the requirements of their customers – and they are increasingly coming from IT. Use-case-related, deployment-capable and centrally manageable in an IT environment are the key words here.

Manufacturers should stop the big product battles and rather bring products onto the market that pay off for applications and solutions. Users look for topics and products that offer them a solution for their applications. This is why the industry has to think more in terms of applications and use cases.

In addition, the products must become more deployment-capable. Internationally active companies in particular need products that can be rolled out worldwide. An international service is also required for operation. Just like IT products, media technology products must be centrally manageable and controllable. They must be usable in an IT environment. That means they have to comply with the rules of IT. A few manufacturers are already well on their way here, but most of them still have to follow suit. The same goes for integrators.

Macom references (excerpt)

The macom group has been pooling experience in the international media technology industry with three companies for over 20 years. This is also reflected in media technology specialist planning in new and existing buildings, for events and temporary installations. Examples of references are given below.

Working worlds, conferencing

  • Digital service design for new service concepts in the 10X Service Design Lab from Volkswagen Digitization in Wolfsburg
  • Collaboration and working worlds on the Vodafone Campus 
  • New conference technology for the BMW Research and Innovation Center (BMW FIZ) in Munich
  • AV technology in the traditional banking house Metzler in Frankfurt

Brand worlds, showrooms, PoS

  • AV-based brand communication in the BMW Welt 
  • Multimedia showroom in the Siemens Healthineers Experience Center in Forchheim
  • MyAudi Sphere virtual experience platform from AUDI AG at Munich Airport.
  • Mixed reality.

Industry voices warn of worsening AV impact

The AV sector has been significantly influenced by enterprises’ need to catch up following the outbreak. Working from home became obligatory, and demand for collaboration software had already risen as a result of the shift to a hybrid paradigm. While this has decreased since its high in 2020, the return to work has increased end-user demand. A number of issues, ranging from a chip shortage to Brexit and the closure of Chinese ports, have now caused supply chain problems across the company.

“Since everyone had missed a summer in school, there was a big inflow of requests, and the strain on the supply chain was immense,” explains Darren Clayman, general director of AV Award-winning integrator IDNS. Unfortunately, events like the Ever Given aground, which had a big amount of product on board, as well as the closing of Chinese ports and the massive exodus of staff from the UK as a result of Brexit, all had a significant impact on us. “

While we’ve seen very reasonable lead times and stock availability in the past, certain vendors, such as Crestron and Extron, are currently taking four to five months to deliver some of the equipment.