Advanced AV Officially Becomes New Era Technology

Transition to New Era Technology from Advanced AV spells opportunities beyond AV, including collaboration, data networking, security and cloud solutions.

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Advanced AV Officially Becomes New Era Technology

Goodbye, Advanced AV. Hello, New Era Technology.

A transition that started in June when West Chester, Pa.-based Advanced AV added “a New Era Technology company” to its name finishes today when the AAV moniker fades into history and the company becomes the Pennsylvania office for New Era Technology.

“We’ve been talking about it for a long time,” says Mike Boettcher, CEO of the office and executive director for New Era.

“The ‘AV’ moniker comes with a perception of what we do—and what we don’t do. We do a lot more than AV, and this new name reflects that. Hopefully, it’s not a nuisance for anyone.

“The only impact is being able to answer the phone the right way now,” he says with a laugh.

The biggest transition, other than branding updates around the office and on company correspondence, will involve updating email addresses and other back-end changes, says Boettcher.

Employees for the former Advanced AV have been operating under the New Era umbrella for a while now, he says.

“We’re doing the same stuff, but now we have a name that better reflects what we do,” says Boettcher. “All AV gear touches the IT network today so that means you’re doing more project management at a higher level than hanging projectors.”

New Era Technology Means New Opportunities

Advanced AV is the latest New Era subsidiary to take on the name, joining ProMedia, which rebranded last summer. New Era acquired FTG last year and E.comm last month as part of its growth.

“It’s a very exciting time,” says New Era Technology VP Marina Gregory, who was part of the Advanced AV family for several years before joining the parent company last year. “It’s exciting to have Advanced AV join New Era in name.”

The goal of bringing Advanced AV under the New Era umbrella, says Gregory, is “to serve our customers technology needs better.”

Related: Advanced Refocuses Its Mission, Emerges as Industry Leader

New Era Technology

Through its absorption into the New Era family, Boettcher and the now-former Advanced AV group “started to develop better relationships with the other tech groups” within the worldwide company that also offers expertise in collaboration, data networking, security and cloud solutions.

Being part of New Era helps Boettcher’s team get involved in conversations with clients “at an earlier stage,” he says.

“It’s more of a solution-driven conversation now,” he says.

For now, the former Advanced AV will work primarily with its existing clients in new ways, but they’ll eventually start to “come across clients they haven’t had in the past,” says Gregory, who’s primarily been focused on assimilating New Era’s acquisition into the parent company.

The worldwide presence of New Era Technology “positions us for potential M&As down the road,” says Boettcher.

Customers have been universally excited about the transition, says Boettcher, which gives him confidence that it’s the right move.

“It’s pure excitement,” says Boettcher. “There’s so much opportunity.”

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