The convergence of AV and IT – and how to avoid collateral damage from the explosion.

Let's say you want to install a telepresence or HD video conferencing system to run over your firm’s network, but you also need it to support weekly staff meetings for 25 people and playback your firm’s latest TV advertising campaign for review.  Who would you call?  Your CIO?  Your local AV reseller?  Both?

“The Convergence of AV and IT” is a popular technology catchphrase describing these two similar yet different industries coming together.  In reality though, the path to the convergence of these disciplines has been full of potholes and pit-stops.

For over 70 years the icon of AV has been a geek pushing a cart with an overhead projector (or later a video device) down the hall to a classroom or meeting.  AV has been considered hands-on, mystical, messy, complicated, and many other things both good and bad.

As for IT, if one had to isolate the starting point, most would say it began with the first true all-purpose electronic computer - ENIAC (for Electronic Numerical Integrator and Computer.) Unveiled in 1946 in a blaze of publicity, it was a monstrous 30-ton machine, as big as a small house and filled with enough vacuum tubes (19,000), switches (6,000) and blinking lights to require an army of support personnel – the first bloated IT support organization in the history of the world, proving early-on that no automated system is truly automated.

These two disciplines grew and prospered for many years, with improvements in the disparate technologies leading the way.  Better toys, more productivity, new ways to help create, store and propagate ideas.

The rapid drive to digital technology saw the IT industry absorb the telephony industry around the 1990s, setting the model for all things digital to be managed via a single set of disciplines.  As AV technology went digital (with projector transparencies being replaced by Power Point slides, ISDN connections changing to IP connections and analog wiring being migrated to Cat 3/5/6) everyone saw the clear path for the AV industry to be absorbed just like the phones were.  The term convergence started to be used to describe these two technology rich industries coming together. 

Regrettably, many people misunderstand what this convergence should mean.

• It doesn’t mean that an AV reseller that learns how to program a video codec now understands enterprise technology

• It doesn’t mean that a career IT middle manager who’s AV knowledge came from hooking up his PC speakers a few years ago suddenly knows better than all of the AV best practices that have been learned in the last 70 years

• It doesn’t mean that an engineer who specifies equipment for a room or system can say it all works when all the voltages are correct and all the right buttons illuminate all the right lights (but because of complexity the end user has no clue how to use it or what it does)

The convergence means – or more appropriately should mean - the best of both worlds. 

• It is understanding that an approach that is based on repeatable process gets consistent results, but also understanding that one size doesn’t always fit all

• It is understanding that a system that perfectly meets specifications is still broken when the end user can’t use it – even if that is because of poor training…or over complexity…or inappropriate application of a solution…or just plain fear of use due to poor history

• It is understanding that the technology should not drive the collaboration and communication experience, but rather support it, however it happens to need support that day at that time for that meeting

• It is embracing both the art and science of communication, creating harmony between users and technology, not trying to fit the square pegs into the round holes because “that is all we support”

•  It is developing new AV technologies that seamlessly blend together, allowing for remote diagnostics and support of devices that never had those capabilities (like microphones, displays, processing equipment, etc.)

The two industries are only now beginning to understand what all this means and that it’s not as simple as everyone thought.  A few pioneering firms have come to realize they need to stop talking about products and start discussing solutions.  Manufacturers, resellers and service providers need to stop focusing on what was thought to be universally applicable technology and start transitioning to a services led model that configures solutions that are tailored to meet the specific needs of individual organizations.  It doesn’t mean every solution has to be custom.  It just means that every solution has to be the correct one for the situation, and if none of yours are correct you need more standard solutions in your service catalog. 

How do you recognize one of the manufacturers or sales and services firms that “gets it” and will be leaders in the convergence?  Well, for one thing, they will listen to you, find out what you need, ask you “how do you meet / communicate / share”, and then tailor solutions that meet your needs.  Instead of building you rooms with technology that no one ever uses, or creating customized monstrosities and charging for new design work each time, they will work to make sure that your needs are met – and do so embracing best practices (regardless if these best practices are based in an ITIL foundation or CTS certification.)  That’s when IT and AV will truly be converged.

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This article was written by David Danto and contains solely his own, personal opinions. David has over 30 years of experience providing problem solving leadership and innovation in media and unified communications technologies for various firms in the corporate, broadcasting and academic worlds including  AT&T, Bloomberg LP, FNN, Morgan Stanley, NYU, Lehman Brothers and JP Morgan Chase. He recently joined Dimension Data as their Principal Consultant for the collaboration, multimedia, video and AV disciplines.  He is also the  IMCCA’s Director of Emerging Technology. David can be reached at David.Danto@Dimensiondata.com