The $2 billion-plus revenue maker of computers and computer-related devices has established a unique position in the custom audio-video ecosystem—a high volume and profitable one—and a big reason it’s exhibiting at InfoComm 2016 is that it wants to bring integrators along for the ride.
“Logitech has never exhibited at InfoComm before. We wanted to be there with a big presence because we are actively courting integrators [even though] they haven’t sold our products before,” says Joan Vandermate, head of marketing for Logitech’s collaboration business unit.
For a little background, Logitech has enjoyed a lot of success in recent years providing web cams for unified communication and collaboration (UCC) solutions—not necessarily at the very high end of the market in robust boardrooms and certainly not at the very basic side of the market that leverages embedded web cams.
The mid-point of the market, which is very large and growing aggressively, “turned out to be an excellent sweet spot” for Logitech, Vandermate says, providing something better than those embedded cameras but something more affordable than what might be needed for the robust boardroom. “ConferenceCams is a new product category that we made up.”
Logitech launched a collaboration program in July 2015 with an impressive slate of Strategic Alliance Partners: Skype for Business, Cisco Compatible (WebEx and Jabber) and Google (Chomebox for Meetings and Hangouts).
It also included BlueJeans, lifesize, Zoom, broadsoft, Vidyo and C2G as Logitech Collaboration Program (LCP) partners. At InfoComm 2016 Logitech announces that it is expanding with 15 new LCP partners. Joining the ecosystem as “Cloud Video Conferencing Partners” are:
Joining the group as “Complementary Technology Partners” are:
- Clary Icon
- Smart Technologies
- Iluminari Tech
- Media Network Services
Why does Logitech’s ability to strategically partner with companies and build a UCC ecosystem matter to integration firms? What the enhanced partnerships bring, for one thing, Vandermate says, is an opportunity to bundle UCC products including hardware, software and accessories and provide good price-points to customers.
InfoComm executive director David Labuskes recently challenged integration firms to “look at the just massive investments that are being made in unified communications in collaborations, in digital signage, in telemedicine, in online education and remote education” and ultimately to embrace opportunities of scale.
Logitech, in essence, is inviting integration firms to do the same. At InfoComm 2016 “our message is there is money to be made in sheer volumes,” Vandermate says. “Think hundreds of rooms, massive quantities of rooms. The opportunity [for integrators] is a little different and more of a managed services [play]. There’s also money still to be made doing the installations. Think of the opportunity [for an integrator ] to brand a bundle with Intel.”
During InfoComm 2016, Logitech will be at booth N2329 actively recruiting integrators to join it as it looks to bring UCC to the masses.