APAC Consultant of the Year 2023: Bryan Liu, MCC

• Features

• 17/01/2024

Every year, the APAC Consultant of the Year Award witnesses fierce competition among AV consultants, each striving to distinguish themselves as the standout performer in their field. In a testament to his expertise and commitment, Bryan Liu from MCC clinched the title at the Inavate APAC Awards 2023.

With more than a decade of dedicated experience, Liu has made a concrete name for himself within the AV industry in the APAC region, especially China. At present, Liu holds the role of AV consultant at MCC and is also a CTS-D certified AV engineer.

Inavate delves into Liu's entry into the AV industry and the pivotal moments that led him to where he is today. Liu reflects: “I entered the world of AV during my university years when I formally studied it, and then took part in internships related to AV integration. However, after graduating and embarking on a career with an MNC, I soon found myself feeling unfulfilled as I had sensed some untapped potential. It was in 2011 that I experienced a turning point towards AV consultancy, and I’ve never looked back since. The AV industry – especially in China – offers boundless opportunities and every day is an exciting one.”

Having also had hands-on experience as an AV engineer on the ground, Liu is equipped with a dual perspective that allows him to astutely discern the gaps between conceptualisation and realisation. Leveraging his past experiences, Liu details how he bridges the knowledge gap with his clients: “A core belief that I hold onto is the idea that AV consultants should not be solely focused on designing solutions and specifying products for BOMs. Rather, I believe it is necessary to take the extra step to strengthen our project management skills, and that means breaking down difficult technicalities into layman’s terms. Being technically-skilled is important, but not all clients are familiar with the language of AV.”

Liu elaborates: “At MCC, we believe in the idea that consultancy is an all-rounded service. Simply designing solutions is not enough as every consultant can do that. What distinguishes our work is our exceptional communication skills. Having to coordinate with stakeholders such as designers, manufacturers, architects and clients is not a simple task and can often result in miscommunication and project delays.”

Establishing a client-consultant relationship is also key to Liu’s success as most consultants take their hands off a project upon its completion. Liu explains: “We work with our clients from the beginning all the way to the very end; whatever that end may be. This means that we work with them every step of the way during the phases of the project, and continue to provide pos tinstallation support for an unlimited period of time. I find this important as it creates trust between our clients and us, while also allowing us to monitor how our solutions perform in the long run.”

As end-users across various sectors have started to acknowledge the need for a robust AV system to be integrated into their spaces, the scope of work broadens for consultants. Liu details such demands: “We have been working more frequently with clients in the government sector, but these projects require enhanced security when it comes to designing solutions. It can be challenging for consultants to navigate as data leaks and privacy concerns are on the rise. We are also seeing demands from end-users who want to integrate technology and artistic content to create immersive experiences. As AV continues to be in high demand, my work has gotten more interesting and fulfilling as we collaborate with different people from different realms, such as artists.”

The AV industry evolves at the speed of light, and trends come and go. Every now and then, new products pop up so consultants have to be quick on their feet when exploring new solutions in the market. Liu explains: “Going to trade shows, like InfoComm China, and seeing how things work in real life is always a good way to test out new technologies, especially when they emerge at a rapid pace. I always have existing and potential clients in mind when I attend these shows as I have a greater sensitivity towards their needs, and can start scoping according to their requirements. After being in the industry for a long time, I have also formed relationships with manufacturers and can gain insights from them regarding their latest products and solutions while I inform them of the market demands. It becomes a meaningful and reciprocal relationship that serves the ultimate goal of satisfying our end users.”

As technology becomes increasingly user-friendly and more accessible to the layman, Liu explains how audio visual consultants, including himself, can remain agile to maintain a competitive edge: “Traditional AV consultancy that focuses solely on service is no longer sustainable to stay ahead of the game in this industry. At MCC, we invest in software development efforts to enhance our design and modelling systems. We have also started to offer event management services to our clients, allowing us to stand out.”

Looking into the future, emerging technologies like AI have already begun to intertwine with AV, especially in terms of fixed technology that seeks to integrate the two. Translating this into the world of consultancy, could AV consultants potentially tap on AI to create better solutions?

Liu shares his take: “Definitely. If used in a clever way, generative AI could reduce the workload of AV consultants by automating certain technical tasks. For example, if we are able to input the measurements of a room and obtain specific calculations with AI, this could speed up the process of designing solutions for different room sizes. Perhaps, AI could also help to provide the foundational sketches of 3D drawings when designing solutions.”

Liu concludes: “But at the same time, I seek joy in being hands-on and organically involved with my work so it is important not to be too reliant on AI. At the end of the day, providing AV consulting requires specific skillsets that AI cannot replicate. What makes a design good isn’t the technology, rather a consultant’s ability to understand the user and their unique requirements.”