FEATURE: REGIONAL VOICES United Kingdom
The economic situation in the UK is the main factor affecting market confidence, and the maturity of the market is an inhibiting factor for new entrants. Those are just two of the findings of our latest national survey
ENTERING THE MARKET
WHAT ADVICE WOULD YOU GIVE TO A MANUFACTURER LOOKING TO ENTER THE UK AV INSTALLATION MARKET?
‘Know the market you want to enter. Have solid trust
relationships with your customers. Involve your customers and end users with your product evolution and development.’
‘Although pricing is very important, product support is probably more important.’
STATE OF THE MARKET
Do you think that general levels of confidence in the UK installation market are higher or lower than six months ago?
1.2%
‘Ensure you have a consistent approach in regard to the way in which you manage and communicate with the channel.
budget deficit, 2012
(as share of GDP) Source:Office for National Statistics/Bloomberg
EXTERNAL FACTORS
HOW INFLUENTIAL (EITHER POSITIVELY OR NEGATIVELY) ARE THE FOLLOWING FACTORS ON YOUR BUSINESS?
The same – 63% Higher – 22% Lower – 15%
CONSOLIDATION
Do you believe the trend of consolidation of UK
integrators will continue? MARKET INFLUENTIAL
National economic situation
More affordable technology
Competitor activity
Legislation/ regulations Energy
efficiency/green issues
Yes, we will continue to see fewer, but larger, integrators overall – 58%
There may be the odd acquisition here and there, but it’s not really a trend – 21%
Not sure – 21%
www.installation-international.com INFLUENTIAL 0.9%
GDP growth, Q2-Q3, 2012 Source:Office for National Statistics
LEAST MOST
Have a defined and robust reseller and partner programme in place. Work closely with the reseller and integrators and do not rely on distribution for this.’
AND TO AN INTEGRATOR?
‘Make sure you know who your competition are. Be competitive, be transparent on equipment and software. Demonstrate the value of your service, Provide second-to- none after-sales service.’
‘Don't cheap out on products, get what is needed that is
reliable and does the job. Install properly, get more business, get a good reputation.’
‘Uniqueness will be key. The market is already full of “me-too” suppliers.’
‘I would say we are a pretty saturated market and there is not much space for a small new business – unless they have a
strong USP or specialist area, or it is a large organisation moving into this space as an addition to its main business streams.’
DESIRED CHANGES
IF YOU COULD CHANGE ONE THING ABOUT HOW THE UK INSTALLATION MARKET WORKS, WHAT WOULD IT BE?
‘There needs to be more focus on end-user experience. Far too many installs are too complicated for the actual end- user to use. The technology and applications are there
today to enable smart integrators/manufacturers to deliver the simple one-touch solutions that end-users desire.’
‘The tendering process. As a small company we are never given the chance for larger contracts and this leads to a position where we will never be able to grow – unless we form partnerships with other AV companies.’
‘The lack of audio-only consultants, I feel, is rather worrying. Clients should be requesting the impartial, specialist advice that these professionals can offer and not solely relying on integrators who may or may not have brand loyalties.’
‘I would like to see buyers start to purchase on overall value/quality rather than price.’
‘I would like to have installation specialists who talk more to the design team members.’
February 2013 35
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