How In-House Integrators are Reshaping the AV Landscape

In recent years, a new term has been gaining traction in the audiovisual (AV) industry: “In-House Integrator” (IHI). This emerging role is reshaping how organizations approach their AV needs, particularly in educational institutions and large corporations. But what exactly is an in-house integrator, and how is this trend impacting the AV industry as a whole?

Defining the In-House Integrator

An in-house integrator typically refers to an internal team within an organization that handles tasks traditionally outsourced to AV integration firms. BC Hatchett, of Vanderbilt Univeristy, describes it as “an internal team for an organization or school that does the same type of work that would be typically handled by AV integration firms.”

James King, UNLV,  offers a more nuanced definition, viewing an in-house integrator as “a person whose main focus is to provide the best AV solution for their unique end users and unique environment.” This highlights the specialized knowledge that in-house teams bring to the table, understanding the specific needs and constraints of their organization.

Craig Underwood from Moravian Univeristy expands on this concept, describing in-house integration as “any organization’s internal team that takes ownership of the design, installation, and maintenance of its technology systems.” He notes that while educational institutions often come to mind, any organization with significant mission-critical systems could benefit from an in-house integration team.

The Growth of In-House Integration

The rise of in-house integration is a relatively recent phenomenon. Hatchett notes that just a few years ago, in-house integration was still considered a niche offering. However, several factors have contributed to its growth:

1. Upskilling of internal teams: As organizations invest in their staff’s technical skills, they become more capable of handling complex AV tasks.
2. Network-based device management: The shift towards network-based systems has made it easier for internal IT teams to manage AV equipment.
3. Recognition of AV as critical infrastructure: Organizations increasingly view AV systems as essential, rather than optional, driving investment in internal capabilities.

James King attributes the growth to two main factors:

1. Dissatisfaction with external dealers: Some organizations, particularly in higher education, found that external dealers were offering over-complicated and unnecessary solutions, failing to address the true pain points of end-users.
2. The unique support needs of higher education: The short windows for resolving issues in academic settings necessitated on-site support personnel with AV knowledge. As these staff members expanded their skills, they naturally took on more comprehensive roles in AV integration.

Craig Underwood credits the Higher Education Technology Managers Alliance (HETMA) for raising awareness of in-house integration in the education sector. He also notes that industry organizations like AVIXA have increasingly recognized and elevated the role of technology owners.

Relationship Between Dealers and In-House Integrators

The rise of in-house integrators has naturally led to questions about their relationship with traditional AV dealers. While some might view this trend as a threat to established business models, our experts suggest that a more nuanced perspective is needed.

Hatchett advises dealers to view in-house teams as a benefit, emphasizing the potential for collaboration. He suggests that dealers can provide valuable industry-wide insights, offering a “macro view” that helps in-house teams stay current with broader AV trends.

King echoes this sentiment, encouraging dealers to treat in-house integrators as true partners, akin to other integration companies. He stresses that in-house integrators bring unique value through their deep understanding of their organization’s environment and stakeholders.

Underwood offers a balanced view, acknowledging that while some dealers might feel threatened, the relationship can be mutually beneficial. He points out that in-house integrators often reduce project risk for dealers by providing detailed knowledge of the organization’s infrastructure and bureaucracy. Additionally, in-house teams can offer valuable long-term feedback on system performance, helping dealers refine their offerings.

Mike Brown-Cestro of CAVLO and Embassy Services takes a pragmatic approach, viewing the relationship as “neither a threat nor a benefit – it’s just what is.” He notes that while many clients have internal AV teams, they often focus on maintenance and simple upgrades, leaving larger capital projects to external contractors.

Best Practices for Collaboration

For successful collaboration between dealers and in-house integrators, our experts offer several recommendations:

1. Flexibility: dealers need to be flexible, as in-house teams’ capabilities and needs can vary widely.
2. Clear communication: Establishing open lines of communication and mutual respect is crucial for building strong partnerships.
3. Value-added services: Dealers should look for opportunities to complement in-house teams’ capabilities, filling gaps and providing specialized expertise.
4. Industry insights: dealers can add value by sharing broader industry trends and best practices from other organizations.
5. Respecting boundaries: be mindful of liability issues, particularly when it comes to installation advice involving safety-sensitive areas like electrical work or rigging.

The Future of AV Integration

As in-house integration continues to grow, it’s clear that the AV industry is evolving. Rather than viewing this trend as a threat, forward-thinking dealers are adapting their services to complement and support in-house teams.

Underwood sums up the situation well: “The needs are changing, not going away.” While in-house teams may handle more day-to-day tasks, there will always be a need for specialized expertise, particularly during busy periods or for complex projects.

Moreover, the growth of in-house integration underscores the increasing importance of AV systems in modern organizations. As Hatchett notes, “If anything, it shows that AV is looked at as a critical offering, not a nice to have.”

The rise of in-house integrators represents a significant shift in the AV industry landscape. By fostering collaborative relationships and focusing on value-added services, both in-house teams and traditional dealers can thrive in this new environment. As organizations continue to recognize the critical nature of AV systems, the demand for skilled professionals – both internal and external – is likely to grow, creating opportunities for those who can adapt to this changing landscape.