Zones, a global provider of end-to-end IT solutions and managed services, just announced its official expansion into the pro AV industry. Zones made this important announcement in conjunction with Customer Connect, its signature technology experience that brings together business leaders and top technology partners to explore how the latest innovations are transforming the future of business.
According to Doug Eckrote, senior vice president and COO at Zones, “There’s never been a better time for Zones to expand into pro AV.” As he explains, “AV technology is networked, software-driven and cloud-enabled, making it a strategic extension of our IT solutions portfolio.” Indeed, Eckrote attests, Zones’ customers no longer want to manage AV and IT separately. Instead, they want a trusted partner who can integrate both seamlessly.
Zones carefully selected four initial markets — Cincinnati, Ohio; Atlanta; Dallas; and southern California — for its launch into pro AV. Eckrote says the company focused on those markets because it has a solid customer base in those areas, as well as existing sales support.
Earlier this month, Commercial Integrator’s editor sat down for an exclusive interview with Eckrote, as well as Ashley Flaska, vice president of marketing at Zones, to learn more about the company, its remarkable growth trajectory and its ambitious plans to contribute to strengthen the fabric of the pro AV community.
Zones: A Global Technology Solutions Provider
Auburn, Wash.-headquartered Zones, a global technology solutions provider with 2,500 employees, has a business presence in about 150 countries. The company, which also has distribution centers in Carol Stream, Ill.; Kent, Wash.; and Clifton Park, N.Y., brings considerable assets to its pro AV expansion. These established relationships with A-list brand names — Apple, Lenovo, HP, Dell, Cisco, Microsoft and Adobe, just to name a few — and a robust portfolio of technology solutions.
Zones will begin with a focused launch in the retail and quick service restaurant (QSR) sectors. This is a natural move, as the company already has deep expertise and established customer success in these markets. “Retail and QSR chains are facing real challenges, such as dated signage, inconsistent branding and the lack of connected customer experiences,” Eckrote continues. “Zones can alleviate these pain points with everything from turnkey digital signage and 24×7 monitoring to content management and reliable support services.”
The retail and QSR launch will lay the foundation for broader expansion into additional verticals, including, for example, the corporate market. Eckrote notes that many businesses are ramping up their post-pandemic return-to-office initiatives. Many of these organizations’ AV-equipped conference rooms have remained largely untouched since before COVID-19, creating a substantial replacement and upgrade opportunity.
“I think the market is ripe right now for [that] taking off, with people coming back to the office,” he observes. He adds that Zones’ longstanding success in categories like retail will allow it to make inroads in ancillary markets.
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Building on Established Strengths
Zones operates through four distinct business practices, each one of which materially intersects with pro AV:
- Cloud and Data Center: Tailored infrastructure, cloud migration, and data protection solutions aligned with business goals.
- Digital Workplace: End-to-end services that power secure, immersive, and collaborative environments, including device management, SaaS and VDI.
- Networking: Intelligent network modernization strategies designed to maximize connectivity and efficiency.
- Security: Advanced cybersecurity solutions spanning assessment, implementation, management, and incident response.
As Zones expands into the pro AV market, it will capitalize on its existing infrastructure and strong relationships in retail, hospitality, entertainment and other sectors, many of which span 10 to 15 years.
That customer loyalty stems from what Eckrote describes as Zones’ “yes-first” approach. “One of our strengths is we say ‘Yes’ to the customers,” he explains. “We’re flexible, so we’re able to do unique things for them. Whatever request they make of us, we don’t say ‘No.’ We say ‘Yes’ and then figure out how to deliver for them. And then, we deliver on that promise.”
Strategic Market Approach
Eckrote exudes confidence that the initial four-market launch — Zones’ pro AV expansion will start in Cincinnati, Atlanta, Dallas and southern California — will lay the foundation for the company to be successful. And he anticipates very rapid growth after that launch. “That’s one thing Zones does,” he explains. “If the sales are there, you make the investment.”
Zones’ existing growth trajectory undergirds this ambitious vision. Indeed, Eckrote reports that, through the first half of this year, the company has outpaced market growth substantially “…to the tune of two to three times faster than our closest competitor.” And now, Zones is building on that strength.
Establishing Roots in Pro AV
Ashley Flaska emphasizes Zones’ methodical approach to expanding into pro AV. That includes actively recruiting a pro AV category manager with market experience to lead the initiative. Clearly, the company recognizes the unique partner relationships and market dynamics within the pro AV channel. Flaska can attest to this personally, boasting extensive pro AV market experience with tentpole organizations like Almo and NEC Display Solutions (now Sharp).
Flaska further emphasizes that Zones is a channel company that buys through distribution. And that, she says, is going to be a big part of this initiative. According to Flaska, “As we add more product lines from pro AV, it’s strengthening relationships with distribution [partners like Almo].”
Integration Channel Opportunities
Zones’ expansion into pro AV presents potential partnership opportunities for AV integrators. Eckrote acknowledged that, although Zones does maintain its own service delivery engineers, expected rapid growth in the AV sector could allow collaboration with integrators.
Opportunities like these align with something that Commercial Integrator covers regularly: Integrators’ desire for diversified revenue streams and new strategic partnerships. For integration firms seeking to expand their market reach or gain access to established customer relationships, Zones could be the perfect pairing.
Leadership Support and Expansion Plans
Zones’ expansion into pro AV enjoys strong support from executive leadership. The company recently appointed a CEO, Yehia Maaty Omar, who boasts 25 years of corporate experience at Xerox, as well as a few years of experience serving on Zones’ board. In fact, according to Eckrote, under Omar’s leadership, the company is adding even more fuel to the fire as it expands into the pro AV market.
Building on its proven strength in cloud, networking, security and device management, Zones’ entry into pro AV marks a strategic expansion of its core capabilities, setting the stage to replicate and scale its unified IT + AV delivery model over time.
