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Spotlight on Venuetech with Ismat Assafiri

Spotlight on Venuetech with Ismat Assafiri

Spotlight on Venuetech with Ismat Assafiri

Despite being under lockdown, Venuetech has managed to add another brand to its ever-expanding portfolio. Ismat Assafiri explains what this means for the Middle East market

How has the lockdown affected you, and how has your company reacted to this? 

Of course, like any other business we have witnessed the effects of the pandemic. It was a matter of adapting to the new circumstances quickly, which is something we are very good at. For the first period we were working remotely, nowadays, several employees head into the office while respecting the rules put forth by the government of UAE. Other than this it is business as usual. 

What are you having to do differently and could any of this be adopted going forward? 

We’ve actually worked alongside our partners in hosting lots of webinars, to keep both our clients and our own team engaged while they stay at home. It has been a good opportunity to provide additional learning opportunities, increase our interactivity with clients, and also catch-up with some internal training for the guys in-house.

Most importantly during this phase, we have announced taking on signal processing company Xilica as a partner, which is something that we’re very excited about. We were already in talks before everything happened, and the current situation hasn’t changed anything in this respect.

How well known is Xilica in the Middle East and how do you plan to promote the brand under the current restrictions?

In fact, we’ve actually already hosted webinars for Xilica a couple of times, just to get our clients familiar with what’s to come. Of course, we’d prefer having a big live launch for any of our brands, but we have to adapt in these strange times. One of the reasons we are very excited is that Xilica has become a strong competitor in the region and the name has become familiar with most systems designers, consultants and competitors.

In what sectors and market do you see the most potential?

We see interest in the modularity of the DSP, especially the simplicity of use, together with processing power that overtakes most of the competition. From the scalable FR1 modules to the ability to choose the sampling rate, the Solaro series will take on the Middle east market with ease.

How do you feel Xilica complements the other brands you represent?

Overall, this partnership is a strategic step for both companies. We work with many different complementary partners across the globe, such as Sennheiser and Atlona, and we’re expecting Xilica’s solutions to bring a lot of synergy to our portfolio.



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