August 27, 2019

When approached strategically by leading AV service suppliers, standards can play a key part in successful AV-IT integration—and can lead to increased market share.

In the AV industry—particularly in the fast-growing Indian market—the focus on technical standards has increased over the past 10 years. Much of that discussion has been about measuring and assessing the performance of AV systems. But the industry is now also establishing best practices that go beyond just performance assessment. They enable forward-thinking AV providers to position their companies for more growth and profitability, and they help AV systems end users attain more favorable total cost of ownership systems-wide. And—key to success in today’s market—they provide a roadmap for better IT-AV integration in a new installation landscape where IT has a much larger footprint and influence in systems design and operation.

Robust Growth Sets the Stage for a New Approach to Standards

India is expected to become the third largest construction market globally by 2022. That growth is fueled by many sectors—Oil & Gas, Pharmaceuticals, Manufacturing, Metals & Mining, Tourism, Telecommunications1, Energy, Retail, and more. The IT sector is crucial to this growth: India’s IT industry contributed around 7.7 per cent to the country’s GDP and is expected to contribute 10 per cent of India’s GDP by 2025, as India becomes the digital capabilities hub of the world. In fact, India is the top offshoring destination for IT companies across the world2.

As the Indian AV market powers forward with impressive year-over-year growth, AV providers that want to harness that macroeconomic momentum to grow their own companies are focusing on two big trends: The IT industry is a big part of the continued strong demand for the best AV solutions; and every AV end-user company– no matter what vertical market they’re in—now demands not just better-performing AV solutions but fully integrated AV/IT solutions. That dynamic defines the new Indian market for AV, and defines “new rules” for success in the market.

AV standards that raise the bar for performance are important—part of a maturing market (see “Performance Matters” section below)—but success in the Indian market now hinges on the realization that an AV system is no longer stand-alone “AV.” AV is now, more often than not, part of a larger facility network including IT and other non-AV cross-facility systems. Fortunately, industry-leading associations such as AVIXA are creating new resources and tools that empower AV providers to not just raise systems performance standards but to help them grow their business and win in the market that includes strong players from IT, facilities, and other cross-campus systems providers.

Performance Matters

From defining processes and requirements, to promoting reliable performance of AV systems, AVIXA™ standards help you gain a competitive global advantage. Standards established by AVIXA now set benchmarks for quality and consistency in AV project implementations, with standards including: Audiovisual Systems Performance Verification, Cable Labeling for Audiovisual Systems, Audiovisual Systems Energy Management, Audio Coverage Uniformity, and many more. Note that “performance” refers generally to the “performance” of the AV system in question, not the “performance” of individual pieces of equipment (digital displays, projectors, loudspeakers, etc.).

The latest standards from AVIXA are not just about performance, they offer a way to ensure that everyone at the client and the AV firm is on the same page—from day one—a much needed focus in today’s AV-IT, IoT, and smart building integration landscape. For example, the new Audiovisual Communication Systems Design Implementation Processes standard includes input and review by key stakeholders from divergent disciplines, trades, and backgrounds. This defines the project process and an accountability structure for the development and execution of all system sizes, types, and functions. The standard, Recommended Practices for Security in Networked AV Systems, is another initiative that speaks directly to the need for better IT/AV coordination in the area that’s critical to any end-users organization: network security.

AVIXA standards are the products of years of experience and practical processes, vetted and harmonized through consensus of a diverse group of volunteers, including experts in the dynamic and fast-growing Indian market.

“There is now a greater realization that an AV system is not a self-contained end, but, rather, exists in a larger context of interconnected systems, many of which are intelligent in their own right,” said Ann Brigida, Senior Director of Standards for AVIXA. “The flow and analysis of information is a critical component of the operation and management of these increasingly complex systems. And in that new, more complex ecosystem, new challenges arise. For example, security issues are key, so AV/IT security standards increasingly come into play3.”

That AV/IT integration is probably more critical in India than in any other market—given India’s global role in the IT industry. And global IT companies are raising the bar for standards expectations in India.

“The IT world is accustomed to standards, and if you want to do business with them, they expect you to demonstrate how you meet standards, across the board, including AV.”
Mradul Sharma
Managing Director at 3CDN
Mradul Sharma | AVIXA

“In India, AV has always been part of IT,” said Mradul Sharma, Managing Director at 3CDN, a major AV and AV/IT design consultant based in Mumbai. “But today, the market has changed. How? IT has now taken over other tech initiatives, including IoT, and smart buildings—so IT’s domination is growing in the economy. And, perhaps more importantly from the perspective of AV providers, the IT world is accustomed to standards, and if you want to do business with them, they expect you to demonstrate how you meet standards, across the board, including AV. And note that a lot of companies are expanding from U.S. or Europe to India—and they expect the same performance, and standards as they get in the U.S. and Europe, so it’s not about India creating or promoting standards in an isolated environment, it’s more about international standards trends that now encompass India.”

“AVIXA standards, like AV certifications, send a message to the industry,” added Sudan Mylsamy, Managing Director of Aesthetix Technologies, a top AV integrator in India. “We have benefited from the various standards that AVIXA has pioneered—they have enabled a structured approach to every project we deploy, and they ensure the appropriate delivery standards. AVIXA membership has enabled us to provide our employees with a platform to access to the best developments of the pro-AV industry not just from technical expertise standpoint but tuned to the needs of the industry as a whole. Standards are crucial to that effort.”

Abhimanyu Gupta, owner of Actis Technologies Pvt. Ltd—a Gold Member of AVIXA (and the first Indian company to sign up for Gold membership and only the second in the India—ME Region) notes that AVIXA membership is helpful to the AV and AV/IT industry in India.

“AVIXA addresses,” said Gupta, “the biggest challenge to growth for our industry — which lies in the inconsistency of training, practices, and standards across the country, especially when it comes to project and technology implementation. The standards established by AVIXA certainly help set benchmarks for quality and consistency in AV project implementations. In India we see the corporate sector as the driver of better standards. And we believe that integrators need to play a leadership role in this process. It is beneficial for our clients, the AV/IT industry, and for individual AV specialists as well.”


When approached strategically by leading AV service suppliers, standards can play a key part in successful AV-IT integration and increased market share for AV providers. In the new IT-heavy installation landscape, if you’re an AV provider, your IT counterpart needs the comfort of knowing that you’re following recommended practices to the letter.

For end users, working with AV providers that leverage the most advanced standards means increased system performance—including increased bandwidth requirements for video-heavy systems, better security for their networks, and more. Bottom line: Bringing the best, most up-to-date standards to the project is win-win for all in the industry.

With AVIXA membership, your company will have full access to the latest AV standards. As the Indian market—and all global AV markets—work to ensure high quality AV systems with consistent, measurable performance, tapping into this resource will keep your company both performing well, and recognized and rewarded when it comes to bidding on jobs.

Get more information on how standards can help you access new markets and increase your competitive advantage.

Also, get more information on AVIXA member benefits.

1 Telecom Industry in India. There has been a six-fold increase in Government spending on telecommunications infrastructure and services in the country—from Rs 9,900 crores (US$ 1.41 billion) during 2009–14 to Rs 60,000 crores (US$ 8.55 billion) (actual + planned) during 2014–19.
2 India Brand Equity Foundation, IT & ITeS Industry in India
3 You can download Recommended Practices for Security in Networked AV Systems, at The publication is free to AVIXA Premium and Elite members.

InfoComm India 2019, 15–17 September in Mumbai

The importance of standards and India—including the importance of standards in successful AV/IT integration—will be a focus at the InfoComm India 2019 show, and will take place 15 to 17 September in Mumbai.

InfoComm India is the only dedicated exhibition platform for professional audiovisual (pro AV) and integrated experience solutions in the thriving Indian market.

Last year’s InfoComm India show, held at the Bombay Exhibition Centre in Mumbai, drew nearly 10,000 attendees, representing a 21-percent increase over the prior year. It attracted more than 200 exhibiting companies from over 20 countries and had the support of partner organizations: the All India Institute of Local Self Government, Computer Society of India (Mumbai Chapter), Digital Signage Multimedia Alliance, ICT Academy, and Institute of Indian Interior Designers (Mumbai Regional Chapter).

InfoComm India is operated by InfoCommAsia Pte Ltd, a Singapore-based subsidiary of AVIXA responsible for trade shows in the Asia-Pacific and Middle East regions, including InfoComm India, InfoComm Southeast Asia, Beijing InfoComm China and Chengdu InfoComm China Each show includes an exhibition showcasing the world’s most cutting-edge and in-demand technologies, and a conference Summit that presents extensive learning opportunities for pro-AV integrators, consultants, and end users. Get more information on attending InfoComm India 2019.