BARCO : The Road to InfoComm - Episode 7

The first trend is triggered by today's craving for live experiences
Studies clearly show that the younger generations, especially Y & Z, favor experiences over materialism in their spending. Gen X and even Baby Boomers, although to a lesser degree, are increasingly seeking an 'experience' when spending their discretionary income, and even when engaged in the occasion of shopping. These experiences also need to be worthy of sharing on social media. Even more so, the 'Fear of Missing Out' (FOMO), pushes a whole new generation to continuously try to be part of the latest, biggest experience of the day, preferably one that goes viral on a worldwide scale.

This continuous and ever-increasing demand by these audiences drives event organizers to create newer, bigger, better experiences, faster, that challenge the limits of pure human performance. As a result, the need has never been greater for new technologies that can power today's innovative live events.

A great example can be seen on today's modern cruise ships, where each day a magnificent audio visual performance is delivered by increasingly fewer live performers when compared to entertainment a short time ago. Even artistic acrobats ala 'Cirque du Soleil' are being replaced by projections (sometimes holographic), while surreal images on robotic arms are now performing amazing choreographed productions, and 3D object-based audio is stepping up to the plate to totally insert audiences into the fullest immersive experiences. Witness the Eurovision Song Contest, where technology-based, dynamic staging is used to present groundbreaking performances.

Live events and experiences are also the new branding and product marketing tools, considering the number of skyscraper-high projection mapping displays occurring in recent years to pitch the latest new product launches and to 'touch' loyal, experience-loving brand fans. Savvy marketers and event organizers have come to realize that 'death by PowerPoint' is a recipe for failure, and are instead presenting dynamic product introduction events using the latest interactive AV technologies to inspire their audiences into a state of awe (and buying mood). Some can even incorporate technologies that are able to immediately capture the 'big data' that the marketing department is craving.

The second and interconnecting trend is the fact that technology, and hence product lifecycles, are shortening faster than ever
The most striking proof is evidenced in today's sizable investments by several Japanese companies that are driving the push for 8K broadcast and production, based on the notion that the audience experience will be exponentially better than that offered by emerging 4K productions.

The live events AV industry is just starting to make the switch to native 4K productions and installations. More strikingly, even the commercial market is barely ready with content and hardware to support 4K experiences. However, the push for 8K could consequently make the lifetime of 4K investments painfully shorter than the HD era!

The trend for faster, newer, bigger and better often pushes some players to insert technology too early in new product developments and introductions. One example is the use of laser technology in projection, with some companies forging ahead before their technology - and the market - was ready. Conversely, Barco has been patiently diligent in not only developing its unique Flagship Laser and laser phosphor technologies, but also in applying them to products for other markets with differing needs (see related blog post).

Choices to ensure profitability and sustainability of your business
These novel experiences are not only exciting to most of us in this industry, but mandatory to stay relevant (aligning with the first trend), leading to the bigger challenge of developing the right technology and product choices (consequence of the second trend) to ensure the creation and maintenance of a sustainable, profitable business.

Because of these two reinforcing trends, it seems logical to us at Barco that, only by banding together and combining the related players, experience and product builders, can we all make the right choices of technology and product definitions. Hence, we are increasingly reaching out to the wider ecosystem, including the creative, branding and interactivity players, to understand what new experiences are on the horizon. This collaborative approach enables Barco to make better choices with regard to technology development, introduction timing and product provisions, to ensure investment durability and business sustainability of our direct and indirect customer base.

Be bright, choose right!
We would like to invite you to join us in making the right choices together to ensure a bright future for all, while enjoying surfing the trend waves.

At InfoComm, you'll see and hear how and why Barco made our technology choices in our quest to empower our customers to invest wisely in laser, image processing and show control, and 4K innovations - and perhaps even something totally new. Imagine how you will thrill audiences as you grow your business toward a profitable future!

See us at InfoComm!
Please join us as we showcase all the ways Barco can help you enliven your events for a new generation and simplify even the most complex shows with smart AV solutions. Visit us at Booth #C8720 at InfoComm, June 8-10 in Las Vegas!