Interview: Teng 'SK' Shaokai, Audio-Technica

• Features

• 23/12/2019

As customer behaviour and the business of AV change, Teng Shaokai talks about how Audio-Technica is evolving and employing its expertise to continue providing value to the end user.

When it comes to the business of sound, Audio-Technica needs no introduction. The Japanese manufacturer has a long history of audio excellence and its reputation has been won on the back of products that have put quality first. Teng ‘SK’ Shaokai, sales and marketing manager for Audio-Technica SEA, says: “We are very proud of our Japanese heritage and our passion for audio is the key message. We take audio very seriously and our focus is always on quality.”

However, the AV industry is changing and Audio-Technica knows that it cannot rest on its laurels. Teng says: “Consumer behaviour is always shifting, and we have seen user experience and ease of use become important features. At Audio-Technica, we respect the quality of sound. Through our heritage in installation microphones, we are bringing a higher level of customisation by introducing modular installation microphones which give users endless avenues for creativity and imagination to plug and use. We are working to ensure that communications are respected and the spoken word is protected.”

The trends influencing the market are a point of conversation at Audio-Technica and Teng says: “We have been discussing what the next generation of mics will be. We are strong in traditional integrated solutions and installation sound products, goosenecks and boundary microphones. But we realise that meeting rooms are changing. The bridge between audio, video and IT has been built and is being developed. Many manufacturers are getting ready or have already developed products for the AV/IT world. At AudioTechnica, we believe having the right foundation is important since all forms are built from fundamental blocks. With the heritage and experience that Audio-Technica has with regards to audio, we do not want to just present solutions that are easy to use but also ensure sound is heard at the highest intelligibility. At present, we are in the intermediate phase where the focus is making products modular. This is to set the stage for the next lap which would be to integrate products across the wider and different platforms.”

Teng details one of Audio-Technica’s latest products that is designed to address the modern AV market: “People want customisation and flexibility; they want the technology to adapt to them as opposed to the other way around. We as manufacturers have to respond. Our latest Engineered Sound gooseneck microphone is completely modular. Integrators can choose different capsules, lengths, bases and power modules which allow the microphone to be installed according to the end user’s wishes and in line with the interior design and aesthetics of the room.”

Audio-Technica has also taken a modern approach with its conferencing systems. Teng provides further details: “We’ve gone wireless, along with wired options, when it comes to conferencing and we recently introduced our ATUC-IR hybrid infrared conference system. We offer a standard control unit and a Dante version. We have also developed AT-Link, our own protocol to be able to communicate with our software and platforms to provide more value to the customer. With these new products we have the flexibility to target different market segments and give our users the option to scale and expand while not losing the fundamental meaning of discussion; to express and hear with respect.”

Does this exploration of new avenues mean that we can expect Audio-Technica to expand into a ‘one-stop shop’? Teng answers: “A lot of manufacturers are moving towards providing a total ecosystem and making platforms that have everything. For us, the idea is that we are more niche, and we are focused on what we are good at which is audio. We want to make products that are adaptable and that can be easily integrated into systems with products from other manufacturers. We do not want to lose sight of our overall objective, which is delivering superior audio for the client by providing them ease of use and flexibility with regards to integration. We believe every brand has its own strengths and technical expertise. By being able to integrate with other platforms, we allow end users to get the best value cost to performance ratio. This is not an easy route, but it is the right thing to do.