AV Magazine
The region’s pro AV market segment presents a dynamic mix of
opportunities and challenges, shaped by the unique economic, social, and
geopolitical landscape.
article here
On the opportunity front, Jason Yeo, senior sales manager
for Southeast Asia and Taiwan, Enterprise, Christie highlights Singapore,
Indonesia, Thailand and Vietnam as experiencing rapid urbanisation and
infrastructure development, “driving demand for pro AV in smart cities,
education, and entertainment.”
Prospects for growth remain strong, underpinned by
increasing digitisation, government initiatives to boost tourism and smart
infrastructure, and rising consumer demand for immersive entertainment
experiences.
“Businesses that can navigate the challenges with
adaptability and local expertise are well-positioned to capitalise on this
market’s vast potential,” says Yeo.
Director of Sales Asia, K2 Audio, Robert Adrian also
describes the business climate as “thriving and undergoing rapid
transformation” adding, “the market is vibrant, dynamic, and full of
opportunities for companies that stay ahead of technological and market
trends.”
AV demand in Singapore
The entertainment sector in Singapore exemplifies the region’s demand for
advanced AV solutions. From cinemas and theme parks to live performances and
nightlife, this sector thrives on cutting-edge AV tech. Major attractions like
Universal Studios Singapore, Marina Bay Sands, and Gardens by the Bay rely
heavily on robust systems to enhance visitor experiences.
Additionally, reports Adrian, “Singapore’s hospitality
sector is a vital driver, with its status as a regional business hub spurring
demand for event spaces, luxury hotels, and boutique accommodations. Corporate
events, conferences, and tourism contribute significantly to AV investment,
especially in premium systems tailored to sophisticated clientele.”
Lorenzo De Poi, brand manager at K-array and KGEAR says
Singapore leads pro AV growth in SEA. “Singapore’s pro AV market thrives as a
hub of technological innovation and smart solutions. Corporate investments and
initiatives drive demand, hospitality and events sectors adopt advanced pro AV
to enhance experiences, while luxury residential markets seek high-end systems.
“The country’s corporate sector is a major force driving the
demand for pro AV, fuelled by its status as a global business hub,” he adds.
“Companies are heavily investing in hybrid work technologies, such as advanced
video conferencing systems, immersive displays, and collaboration platforms, to
support distributed teams and enhance productivity.”
Sustainability leads
Jinfu Chen, business development manager at Powersoft reports interest from
private and public sectors towards greener solutions. “Governments in the
region are pushing towards more sustainable and efficient solutions due to
rising energy costs. We might see more incentives for greener solutions,
driving further adoption.”
The Singapore Sports Hub recently upgraded its power
amplifiers to Powersoft’s Unica platform with one of the selling points being
the Unica’s operational cost savings with better power efficiency and less
cooling. “It gave them fifty per cent more savings in operation cost compared
to the competition,” says Chen.
K2’s Adrian also notes sustainable touring and events
shaping demand. “There’s a growing emphasis on audio solutions that reduce
power consumption and environmental impact without compromising performance.
“While awareness of sustainable practices has grown
significantly among artists, audiences, and some larger production companies,
cost considerations and profitability often remain overriding factors for
smaller operators.”
MD of APAC, LYNX Technik, Joehan Tohkingkeo finds that
Indonesia holds greater growth potential compared to neighbouring nations:
“Relocating Indonesia’s capital to Kalimantan is expected to significantly
increase AV requirements for developing essential infrastructure. The growth of
casinos in Thailand and the rising demand for improved infrastructure in
Cambodia further highlight opportunities in the region.”
Diversity in approach
Respondents to AV Magazine believe that, overall, the region’s pro AV culture
has matured significantly but there remains great diversity in approach.
“Customers in this market span a broad spectrum - from those
who prioritise performance and cutting-edge technology, often willing to invest
in premium solutions, to those who are price-sensitive and seek cost-effective
options without compromising basic functionality,” notes Yeo. “These
differences often hinge on the application type, sector, and local economic
conditions.
“Industry stakeholders and end-users are increasingly savvy,
with growing exposure to global technology trends and solutions,” he adds.
“This maturity is evident in the demand for high-quality, innovative pro AV
systems across education, entertainment, hospitality, corporate environments,
as well as certain government sectors. End users are now more discerning,
valuing reliability, integration capabilities, and long-term RoI alongside
initial costs.”
Datapath’s region manager, Eddie Tan reports that government
ministries, public offices and government-backed projects are collectively
driving demand – particularly in command and control applications in Vietnam,
Singapore, Malaysia. “Other applications are more dispersed and fragmented in
most Southeast Asian countries. Corporate, enterprise and private entities have
seen much less scale and complexity,” he says.
Value-add for solutions
Observing that SEA has been a price sensitive market, Chen now spies a change
in mindset. “Customers are looking towards solutions that offer convenience,
quality and value. This is shaped by the growth of tourism following Covid with
more investment in hotels, food, drink and retail chains. Organisations are now
evaluating both capital expenses and opex and focusing on the value-add for
solutions apart from just pricing.”
Chen adds that retail and food and beverage chains now
recognise the importance of music and audio to enhance the customer experience
and increase sales.
“More investment is being made in the aural experience. We
also see this being the responsibility of the IT department, creating the shift
from analogue to digital systems with more AI elements, remote monitoring and
control.”
Tohkingkeo picks out health and education sectors as
promising opportunities as more hospitals and schools are being constructed.
“Governments recognise these as critical areas where demand is expected to grow
steadily in the coming years,” he says.
“Competition is intense as information is widely accessible
online, leading to a better understanding of both technologies and pricing. To
secure key projects, value-added services and a proven track record of
successful installations will be crucial. Most importantly, long-standing
relationships built over the years will play a pivotal role in achieving
success.”
Where it is happening
Different cities and regions exhibit distinct spikes of activity, each driven
by unique economic priorities and government initiatives. For example, in
Singapore, there’s been a noticeable increase in spending on tourism-related
installations. The city-state has long been a hub for global tourism, and its
investments in world-class attractions, integrated resorts, and digital
experiences have led to a surge in demand for advanced pro AV.
“High-tech installations for entertainment, theme parks, and
museums are now common, with immersive technologies such as projection mapping,
large-scale digital displays, and interactive exhibits becoming integral to
enhancing the visitor experience,” says Yeo.
In contrast, other countries in the region are focusing more
on infrastructure-related projects. Says Yeo: “In Indonesia, Vietnam, and
Thailand, there has been a strong push for modernising public transportation
systems, including airports, train stations, and bus terminals, with pro AV
playing a key role in providing realtime information, digital signage, and
public safety messaging. Governments are investing in smart city initiatives,
where pro AV technologies are central to creating connected, digitally enhanced
urban environments.”
Singapore has major projects such as the Changi Airport T5
which will integrate advanced AV systems for passenger experience. The Greater
Southern Waterfront, a smart city initiative also in Singapore will feature
high-tech AV for mixed-use spaces. Additionally, the Hotel Indigo Changi
Airport aims to be Singapore’s first zero-energy hotel, blending sustainable
tech with innovative AV. The Waves at Southern Waterfront will showcase
cutting-edge marine tech and AV solutions.
Mega integrated developments
In several major Southeast Asian cities, there have been ongoing mega
integrated developments such as ultra large compounds containing office
buildings, malls, food and retail outlets, entertainment complexes, medical
care facilities and upscale residences.
Tan picks out the Lotte Malls in Hanoi, OneBangkok in
Bangkok and PIK II in Jakarta as examples.
Vietnam is seeing rapid growth in corporate, education, and
live events as urbanisation accelerates and infrastructure modernises,
according to De Poi. He reports Thailand investing heavily in AV, particularly
in Bangkok’s hospitality, retail, and entertainment industries. Malaysia also
leads with significant AV adoption in Kuala Lumpur, driven by smart city
projects and expansion in corporate and retail spaces.
Meanwhile, Jakarta’s expanding economy and large population
fuel the need for AV systems in public events and infrastructure projects.
“Ho Chi Minh City is becoming a key player in live
entertainment and corporate functions due to its rapidly growing economy and
vibrant cultural scene,” says K2’s Adrian. “Manila, with its thriving
entertainment industry and corporate event business also presents significant
opportunities for pro AV providers. These regional hotspots illustrate the
dynamic and diverse nature of Southeast Asia’s pro AV market.”
Strategic engagement and targeted approach
To succeed in Southeast Asia, it’s crucial to understand the nuances of each
market. “Conduct thorough research to identify local needs, build strong
relationships with distributors and integrators, and tailor your marketing
strategies to resonate culturally,” advises Adrian. “Offering training and
support goes a long way to establishing trust and loyalty.”
“My one piece of advice for engaging with the Southeast
Asian market is to thoroughly understand your company’s strengths and
weaknesses, and focus your efforts on the areas that will deliver the fastest
RoI,” shares Yeo. “SEA is a highly diverse region, with varying levels of
economic development, market maturity, and customer preferences. It’s essential
to tailor your approach based on these regional nuances, ensuring that you’re
investing your time and resources where they’ll have the greatest impact.”
Tan’s advice is to work with qualified local partners “who
are native in local language(s) and local practices.” He adds: “Unless you want
to finance and have your own local teams working with local partners who have
reach and breadth in the market is what foreign entities usually find most
beneficial.”
Many will claim to be the most experienced and valued in the
market and have the widest reach, he warns, “so do your homework, be objective,
check around before signing. It’s not unusual to engage with more than one
partner.”
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