Eric Ong, senior regional sales manager for Shure in Southeast Asia, talks about the opportunities and challenges presented by the unique Singaporean AV market.
Based in Singapore, Eric Ong, senior regional sales manager for Shure in Southeast Asia, says: “Overall, the AV industry in Singapore is quite advanced and opportunity-driven. It’s a stable market and demand is relatively consistent even during slower economic intervals. Singapore is a well-known and recognized regional hub with enormous business opportunities. Of course, the performance of local and global economy influences budgets and purchase decisions. However, evolving work and lifestyles, the dynamic business environment, as well as changes in infrastructure requirements, e.g. radio frequency spectrum and the integration of AV and IT platforms etc., fuels demand and paves the way for growth opportunities.”
He continues: “We are optimistic about the Singapore AV industry. It is very technology driven and supported by many government-
led infrastructure initiatives and investments which encourage regular tech refresh and early adoption of new technological platforms. This has helped the local industry to adapt quickly and address the constantly evolving needs of our customers across different vertical markets. “In terms of specific growth areas, we see them coming from education and government- funded projects, hospitality and entertainment such as hotels, theme parks and performance venues, houses of worship, as well as corporate projects. The needs of these markets are quite diverse, so it requires specialised expertise, network, and understanding of the target segments.”
Ong continues: “As a manufacturer, even though we have a direct presence in Singapore we choose to work with different distributors to
support the market in Singapore and Southeast Asia. We use our in-region presence to work even more closely with our channel partners, invest in needed infrastructures and resources to augment what they do. This allows us to play to the strengths of our partners and so better cater to the needs of our clients, as well as uncover opportunities for unmet needs.
“Singapore has a ready pool of growing resellers and integrators with tailor made professional services and expertise. The fact that the local AV industry serves clients across countries and regions also makes it important to interact with global networks such as PSNI and GPA. By elevating our practices to match the global standards promoted by these organisations, we are able to expand the network and gain access to additional opportunities.”
Singapore also provides a stepping stone
to expand further into Southeast Asia. Eric explains: “There are growing opportunities
in many emerging countries in SEA due to infrastructure development and influx of foreign investment. In many cases, existing SG-based customers such as those in education, MNCs and hospitality sectors have also grown into surrounding countries with additional regional or sub-regional headquarters. Naturally, the industry wants to capitalise on this. Manufacturers and integrators who want to continue serving their expanding customers have to grow alongside them and make their products and services available outside of Singapore as well. Ultimately, this also results in a transfer of know-how and expertise across SEA, which helps to advance the region as a whole.”