Interview: ProAV Manufacturing
QSC Providing Comprehensive Solutions for AV Architecture
Rajesh Mittal
Since more than five decades QSC has delivered innovative solutions that power immersive cinema, live performances, themed entertainment experiences, digital collaboration and meeting experiences across the globe. Rajesh Mittal, Managing Director, QSC, South West Asia, elucidates on QSC products, market strategy, distributor connection and latest trends in the Indian AV industry.
QSC has been in the business of sound reproduction for over 50 years now, can you tell us a bit about QSC technology, especially in context of the Indian market?
QSC entered the India market almost 20 years ago with amplifier solutions that were drawn from a 50 year legacy of the most powerful and reliable amplifiers in the market. In fact, we have countless customers in India who never had to service their QSC amplifiers as they are still working flawlessly even after 18-20 years of usage. Furthermore, QSC amplifiers and processors are designed to maximize the performance of QSC loudspeakers, as you can begin to take advantage of Intrinsic Correction tuning and loudspeaker management, as well as Directivity Matched Transition (DMT) design which provides excellent power response and consistent performance across the listening area. Today, our technology and our product offerings center on Q-SYS, a software-based integrated audio, video and control Ecosystem which is much needed in India considering the amount of technology deployment taking place in-country.
In a crowded space such as Professional Audio, what is QSC bringing to the table that is worth considering? Is it filling any gap?
Most manufacturers sell components whereas QSC is proud to promote full systems. When you trust more of your audio signal path to QSC, you can begin to take full advantage of time saving measures for setup and ultimately deliver a better overall sound for your audience. For example, event management might only have a few short hours to load in for a corporate event. A QSC system might consist of K12.2 active loudspeakers, KS212c subwoofers, and all mixed through TouchMix-30 Pro mixer that takes full advantage of built in QSC presets. Similarly, our line array loudspeakers including KLA Series, offer different preset options for on-stage and live band performance, which helps decrease setup time drastically.
Please brief us on QSC plans for India with regards to distribution. What strategy does QSC use to penetrate the market for live sound systems in India vis-à-vis the AV install segment?
QSC had been present in India for quite some time through distributors but in 2015 we established our direct presence here which caters to the entire SAARC region. We work closely with our distributors, live sound dealers as well as AV and cinema system integrators. QSC is famous for its world-class trainings and we believe training is an essential aspect, of letting the market know about our products and capabilities. We host roadshows, participate in expos, institute workshops, encourage trainings with our dealers and distributors for our products, such as TouchMix trainings. Similarly, in the AV install segment, we have encouraged SI meets to educate them about the software-based Q-SYS audio, video & control Ecosystem, as well as offer online trainings including Q-SYS Architect, Q-SYS Level 1 and Level 2 trainings. Most recently, we conducted webinars and on-demand online trainings for our AVSIs to keep them informed about our offerings and make the best use of the lockdown period. We will continue to offer a full-line up of webinars to help the customers to deep dive into specific Q-SYS technologies.
What essential factors does QSC India consider before selecting Distributors and Dealers?
One of the key factors is, of course, the like-mindedness. We prefer to work with partners who are keen to invest in the relationship and take it to the next level. Audio is all about experience. We prefer to work with dealers who have a retail outlet to successfully showcase QSC products, are strong in their region, and have a strong desire to grow with a brand like QSC.
In associating with system integrators, we look for market-reach, team capabilities in terms of pre-sales and post-sales execution, and the ability to understand and pitch our Ecosystem approach to the end-users. We have a very strong technical commercial team working closely with the integrators, project-to-project, to ensure our customers get exactly the solution that’s perfect for them.
What kind of products does QSC have for the corporate AV sector? Would you say that QSC has disruptive technology for the corporate AV space?
QSC has long been delivering innovative technology and solutions in a number of verticals, including the corporate meeting spaces. This includes Q-SYS, a software-based integrated audio, video, and control platform that has the ability to deliver seamless meeting experience in rooms of any size or configuration, for in-room and remote participants. QSC also offers a full portfolio of loudspeakers and amplifiers that you can right-size for your specific needs. In addition, QSC has been building partnerships with other industry-leading solution providers to create a seamless meeting room experience for end users. Most recently, QSC introduced Microsoft Teams-certified Room System Accessories, which is a direct collaboration between QSC, Sennheiser, and Microsoft. These accessories collectively provide the AV infrastructure to help customers extend the Microsoft Teams Room experience into high-value spaces, such as boardrooms, training rooms, all-hands rooms and divisible spaces while greatly simplifying integration.
What trends are you seeing in the corporate AV sector?
One of the biggest trends that have been accelerated by the global pandemic is the idea of ‘hybrid’ workplaces. Employees have been and will continue to work both onsite and remotely and it will be important that AV solutions support this ever-changing work environment - whether it’s bring-your-own-meeting support, or ensuring a high-quality far-end meeting experience for remote employees.
How will QSC technology adapt to those trends and other developments in the AV industry?
As we discussed, the meeting goer has a newly set expectation of a “simple meeting experience” due to so much time spent working from home during the pandemic. Running a meeting from your personal PC requires only a few keystrokes. QSC brings that “easy experience” into these hybrid spaces. The Q-SYS Ecosystem provides universal web conferencing interoperability & connectivity, letting in-room meeting participants connect their BYOD device via a single driverless USB, which integrates Q-SYS audio and conference camera video into the web conferencing application of choice, quickly connecting them with remote colleagues. Additionally, many of the Q-SYS technologies are designed to elevate far-end meeting experience. A combination of professional quality 1080P video via Q-SYS PTZ conference cameras and enhanced far-end intelligibility from third-generation Q-SYS acoustic echo cancellation advanced auto-mixers and noise cancellation technology, ensure that remote participants can actively and effectively participate with the near-end conference room participants.
QSC focusing on promoting Q-SYS software-based audio, video and control Ecosystem? Can you elaborate a bit about the technology and the crucial role it will play in the AV industry?
So many of the prevailing solutions out there are so intrinsically tied to bespoke hardware processors. What makes the Q-SYS Ecosystem unique is that it’s a software-based audio, video & control platform built on an IT backbone. This offers Q-SYS the flexibility to easily connect and integrate with other IT platforms, and with its software-based foundation, integrators can easily and cost effectively scale any system without the need for dedicated hardware or complex integration, which you typically find in traditional AV systems. In addition, it allows users to easily add capabilities with a simple firmware update rather than ripping and replacing the existing hardware.
As the workplaces evolve, conference rooms will become more flexible workspaces, and as the true AV/IT convergence is upon us, customers will look to invest in technologies that easily fit their IT infrastructure and provide the flexibility to make required changes quickly to adapt to new meeting room requirements, whatever that may be. Q-SYS is primed to deliver on those needs with a software approach that can accommodate the growth of a system while supporting desired business outcomes as they change.
What do you think will be the key factors affecting the market this year?
COVD-19 has certainly made a tremendous impact on the world - how we do business and how employees work. We continue to see companies adopt a more remote/hybrid workplace, and spaces that were once cubicles are now flexible workspaces that serve more than one purpose. Given that, customers will look to invest in technologies that give them the flexibility to easily handle a variety of functions and uses and deliver an equitable experience to all those participating (in-person or remote), regardless of room type or size.
We also see a change with how users interact with the AV equipment itself. Most AV systems use touch screens to control the system, but as we return to the office, this is no longer ideal. Manufacturers will have to rapidly innovate ways to place room control on personal devices to create a touchless meeting room experience!
In addition, many organizations’ IT teams are now managing and monitoring AV equipment and they are using their existing IT infrastructure to transmit and receive audio and video around the building. With this reality, corporations will look to invest in AV technologies that not only marry easily with IT equipment, but also offer the ability to remotely monitor and manage that AV investment.
Globally QSC has been involved in many online and live training courses, what are the significant objectives behind the training courses?
Trainings continue to be a cornerstone of our value proposition to QSC customers. We offer several online training opportunities with the option to become certified in on a number of specific topics that focus on providing real world scenarios and practical cases. With modular videos, skilled (but hilarious) presenters and a signature style, the content is easy to digest making it easy for students to stay engaged. The best part is QSC online trainings are FREE and can be done at your own pace! In addition, we have adopted several of our traditional 2-day in-person trainings and spread them into remote live training experiences that work around everyone’s busy schedule.
Are there any latest products that the AV industry can look forward to in the future?
QSC will continue to focus on providing solutions and endpoints that meet specific processing needs of a wide variety of spaces and topologies, all while reducing complexity and system cost. For example, the new Q-SYS Core Nano includes network-only audio I/O processing and control and was designed specifically to meet the demands of smaller installations with centralized processing and fully network endpoints. Now customers can choose the Q-SYS Core that best fits their needs – whether it’s a large corporate enterprise or a small meeting space.