Adam Shaw-Cotterill boasts over 25 years of expertise within the AV industry, spanning retail, custom installation, and manufacturing domains. Notably, he has held the position of International Sales Director at AudioQuest for the past decade, showcasing his profound understanding of the market. In his role, Adam sheds light on products designed to deliver pristine and consistent power to audio components, thereby enhancing sound quality and overall performance.

AudioQuest, founded by William Low, headquartered in Irvine California since 1980, has been a leading developer, manufacturer of high-performance audio/video products and custom-install solutions. Although best known for its comprehensive range of analog, digital, and AC power cables, the portfolio has expanded to a diverse assortment of products, including the multi-award-winning DragonFly DACs, and Niagara and PowerQuest power products. AudioQuest’s ultimate goal is the same today as it was 40 years ago: Do No Harm! By this all cables and components, to the extent that is technologically feasible, should get out of the music’s way by inducing the least amount of noise and distortion. Based on these design principles AudioQuest today manufactures its cables and interconnects terminated at factory or in bulk spools which can be terminated at site according to custom lengths as required. 

AudioQuest offers a wide range of audio cables designed to optimize signal transfer between audio components. This includes interconnect cables, speaker cables, and digital cables. These cables utilize advanced materials such as high-purity copper, silver, and other conductors, as well as specialized insulation and shielding techniques to minimize interference and distortion. 

Can you provide our readers with an overview of Audio Quest’s expertise in Home Theater and Hi-Fi products available in India?

AudioQuest has been working in Audio and Video since 1980, it’s been a long journey to get to where we are today but we have learned a lot along the way, and that has shaped the range we currently offer. For audio, we have all the products people would expect from a cable company, such as analog and digital interconnects, speaker cables and adaptors, but the scale of the range is far larger than most people expect, from the entry-level to products costing tens of thousands of dollars. In addition to that we have electronic products such as our DragonFly USB DACS and power items such as our PowerQuest and Niagara ranges alongside a full range of AC power cables. We have a huge number of patents and technical white papers to detail specific technologies that are unique to AudioQuest and we believe that all this together gives us the most comprehensive range of Audio and Video products of any performance-driven company. Of course any company will tell you that their products are the best available, so we go a step further, and invite any potential buyer to visit a dealer, test our cables, and tell us what they think.

As Audio Quest focuses on enhancing in-home audio and video experiences, could you elaborate on the philosophy behind the brand as expressed by its founder, William E. Low?

 The founding principle behind AudioQuest was the same as it is today: “Do No Harm”. The perfect cable takes nothing away from the audio or video signal and simply allows your equipment to work as best as it was designed to do. Cables aren’t magic, a cable can’t make something better it can only ever take something away. A well-made cable takes away less of the signal and allows you to enjoy more of your music or cinema. We have always been more focused on the experience for the listener, than on flashy marketing and that allows us to spend all of our efforts on making the best cables at every price point

What value and performance do Audio Quest’s varied offerings, including speaker cables, HDMI cables, and portable digital audio products, bring to both retailers and consumers?

A quick look at the huge array of awards that our products have received form the A/V press will show you that AudioQuest provides some of the best-performing products at every price range, so the value for customers is very clear. Added to that is our lifetime warranty on cable products which means that customers can be sure that they are getting a well-designed and well-made product that we stand behind to guarantee its performance and durability. For retailers we have an enormous range of products – we don’t expect a retailer to carry every line we make, rather we want to be sure that whatever their needs are for performance cables and accessories, they can get everything they need from one brand. In addition to a lifetime guarantee on cables, which is an excellent selling point for any retailer, we have an exceptionally low return rate in every market, which translates into exceptional customer satisfaction with our products.

What future developments can customers and enthusiasts expect from Audio Quest?

Rather than naming specific models and products that are not yet ready for launch, we have to answer with: “More of the same”. Every year we grow the range of products we have on offer and we are always looking for ways to make high performance more cost-effective and affordable. Every time we launch a new product it has to outperform anything we have done before but for less money. That approach means we are always pushing ourselves to make the best products on the market.

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Ankur Agrawal, Founder, Visual Tech in conversation with Smart Home World, shares his insights on the cross-compatibility of brands, energy-saving features, and trends in smart automation systems.

Our professional readers would like to know about Visual Tech? 

Visual Tech is a Hyderabad-based proprietary firm founded in 2013. Initially, we concentrated solely on the sale of projectors for residential and commercial spaces. As new trends emerged and technology developed, we diversified into other verticals, including screens, displays, video conferencing and integration. We introduced complete home theatre solutions to our list of services six years ago. Being proprietary we are competing with big brands and competitors. Installations were challenging at first since we only supplied the equipment and the client or a third party was in charge of the installation. However, we eventually began to provide on-site services, which allowed us to generate more revenue. 

What are the key products and services offered by the company? 

Our key offerings include projectors manufactured by Sony, JVC, BenQ, and Epson; audio components produced by Denon, Marantz, FOCAL, JBL, Monitor Audio, B&W and Bose; automation components developed by UpHome Automation and RTI. In the display category, we stock products from a number of different companies, like AERO, Samsung, and LG.

What considerations are necessary while installing an AV solution?

When a client asks for an AV solution, we first figure out if the user will be able to use the technology easily. We educate the client in operating the product. The after-sales service is also an important criteria when selecting a specific brand. We also see that the spare parts are easily accessible so that we can turn things around quickly. 

We offer solutions that are compatible with a number of brands because cross-compatibility can be an issue at times. UpHome Automation, for example, works well on both Android and iOS smartphones. Before installing any type of audiovisual system, we analyse the wattage of the speakers and determine which segment of amplifiers are compatible with them. As a result, we receive our solutions from a variety of sources, depending on the client’s needs and budget.   

Lighting is also an important consideration. To eliminate issues such as glare, we are exceedingly cautious about how the systems are interconnected. When making calculations, we regularly use our database of previous projects. They act as a guide and help us avoid blunders. We make sure to deliver designs to the client ahead of time to ensure seamless integration. When working on a commercial project, we consider the size of the room as well as the number of individuals that will be present at any given time.

What are the USPs of Visual Tech? 

At Visual Tech, we prioritise becoming better listeners. This is necessary throughout the design and planning phase so that we can offer our clients a feasible choice to install. By attentively listening, we not only provide a solution that meets the user’s requirements but also save them a substantial amount of money during installation and in the long term. 

We provide quick turnaround times and are available to service users seven days a week by leveraging in-house expertise. We provide original serial numbers to maintain our clients’ trust. Our in-house designers develop 2D and 3D drawings for the project at the client’s request to explain how the system works.

Our demo rooms are also a unique selling point. The client’s experience there increases their likelihood of purchasing the solution. We offer demos and have designed packages based on our research and experience that cater to a large number of clients’ individual demands and budgets.

Describe in depth the benefits of custom A/V solutions to the user.

Any custom A/V solution gives the user complete control. It is fully up to the individual to watch what and when they wish to watch. An immersive theatre experience in the comfort of their own home. A private media room allows users to unwind and spend time alone or with family and friends. 

The combination of high-quality visuals, professional audio and full automation brings entertainment to a new level. Access to cutting-edge technology is widely regarded to be advantageous because it increases the market value of the space. 

Are your products equipped with energy-saving features? What tangible benefits does the user receive?

Our initial proposal to the client highlights the energy-efficient facilities. Our devices include energy-saving features. Eco mode on projectors reduces the brightness of the lamp. Similarly, amplifiers can be configured to consume less power from a power supply.

One of our automation projects included an energy-efficiency case study. The project featured complete automation of the home, from entry gates to exhausts and ventilation. Motion sensors were installed to regulate the lights. Human-centric lighting and other smart home automation features were included. The study’s objective was to determine how much energy was consumed and how much was saved as a direct result of automation, as well as where efficiency may be enhanced.

What was the demographic of your target market? Who are the primary buyers?

Most of our buyers in the residential market are people who buy or live in villas or bungalows in upcoming areas or in gated communities. We have also worked with apartments in high rises as well. 

In the commercial segment, we have helped MNCs with video conferencing and AV solutions. In addition to that, we have provided clients in the government sector with video conferencing systems and displays. For panels and displays, hospitals have also been among our clientele.

We have marketed displays to people in the hospitality business. There is a growing demand for AV solutions. There is a market for audio and video solutions. So it’s a new market that we want to look into. We currently have 32 interior designers and 13 architects on board.

What are the most recent trends in the A/V industry?

Our emphasis has always been on the residential segment.  We had a number of enquiries for custom AV projects during Covid, however, due to the extraordinarily intensive workload and strong demand, these projects were implemented after lockdown as our cities were opening up. We have seen a rise in commercial projects, although majority of our projects are still residential. 

In terms of future trends, the customer knows what they want and is operating within a realistic budget.

What was the game-changing breakthrough in the audio-video sector, and how did it impact our way of life?

HDMI is a game changer in the market since connectivity has become extremely simple. Any product from any brand that has an HDMI input and output can be paired with any other product from any brand.

Another noteworthy change is that people can now get the technology at a price they can afford. Users now have many options to choose from because so many new brands continue to enter the markets.

Due to the shrinking sizes of residential and commercial spaces, how important do you believe space management is for city dwellers? What solution does Visual Tech provide for optimal space management with a touch of luxury?

When space is an issue, there are a few options. To begin, we connect via Bluetooth or WiFi. Second, we strive to minimise cabling in such settings by using equipment that allows plug and play, such as short throw projectors, satellite speakers, lower screen sizes and so on.

We recently completed a project in which the room was barely 10 x 12. We chose a 90-inch screen, a 4K short-throw projector, and satellite speakers with Atmos. We were able to modify the package to accommodate a reduced room area and deliver a 4K solution. 

Changing out projectors for television screens and installing a powerful soundbar is yet another strategy for optimising the use of space. The experience that one gets from using one of these systems is comparable to that of using a home theatre.

How would you separate the Indian market for premium display, projection, and audio systems from the global market? What brands do you believe are suited for Indian homes? 

The quantity of exposure to new technology makes a significant difference. In this regard, the Indian market is still evolving. Alternative technology must be adopted instead of traditional methods.

For example, the international market favours digital outdoor advertising to printed billboards. This product has the potential to be profitable in India. Large digital displays in commercial locations can also be a lucrative advertising venture as well. 

Consumer psychology is another variation between the Indian market and others. Even while the number of Indians adopting AV solutions is expanding significantly, they are still those who are cautious to commit. In other nations, specialised AV solutions have become a way of life but it is considered luxury here.

Audiophile-grade speakers from B&W and Focal are part of the home theatre systems. For budget-friendly alternatives brands like Monitor Audio, JBL Elac, and so on, are the best solutions. Brands like Bose are frequently asked for a home theatre upgrade rather than a brand-new setup.

What are your areas of expertise in sectors such as commercials, hospitality and retail interiors? Which of your brand’s offerings do you make available for projects of this nature?

Our areas of expertise include residential AV solutions as well as digital display for the commercial and retail sectors. When it comes to high-end projects, we offer projectors made by Sony and JVC. And also offer displays made by LG and Samsung. We provide a variety of video conferencing solutions, including interactive screens for conference rooms made by Polycom and Logitech.

What are the most popular and sought-after brands for 4K and 8K cables and accessories? 

The majority of the cable that we utilise comes from AudioQuest. We do make use of notable names, including premium brands like Kordz.

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