The Future of Pro AV, A Conversation on InfoComm2024 & Beyond

Watchfire made its debut as a first-time exhibitor at InfoComm 2024, showcasing their innovative products to thousands of attendees from the audiovisual community. The eye-catching booth featured a vibrant 1.9mm front counter X-Series Display and a 3' x 3' pop-up mobile ReadyDisplay™. Attendees also got a chance to take a closer look at Watchfire’s impressive new 2.6mm 5' x 8' VariDisplay rental video wall. Watchfire’s partner, Wallboard, had the opportunity to impress attendees with their content management system using a striking 18’ W x 6’6” H 2.6mm Watchfire VariDisplay.

This event marked a significant milestone for Watchfire as they ventured into the pro AV scene. After the show, we spoke with Brian Smith, our Pro AV Sales Director, to gain insights into his experience.

Q: This year was Watchfire’s debut at InfoComm. Looking back, what was the whole experience like? How did it compare to previous years?

A: I would call it a learning experience for us. Even though I’ve been to InfoComm many times and have had the opportunity to exhibit with other manufacturers, anytime you debut something for the first time, you walk away saying, “Okay, what worked, and what can we improve.” It is always impressive to see the vast array of products and services available to the pro AV audience and how those products were showcased.

From the standpoint of “Were we happy with booth attendance?” Absolutely. This is the 26th InfoComm I’ve attended in 27 years. I’ve checked with other colleagues who’ve confirmed that this year’s show was the most energized for direct-view LED manufacturers that attended and presented. From a standpoint of how it has changed and how much was different, there’s now a dominance of direct-view LED versus other technologies like projection, LCD monitors, or light. The market is making a clear shift toward direct-view LED.

Q: What Watchfire product seemed to have the most engagement with consumers? 

A: I would say the VariDisplay product hit home with many people. This is a new product for Watchfire and brings innovative features that not every other manufacturer might have. Those features include corner protection clips and high-protection tile masks to help shield the modules when in transit. The modules are attached to the chassis through spring-loaded latches, which are easily opened and closed without tools. The attachment process is somewhat unique in the industry and helps streamline the assembly. These features benefit integrators seeking to quickly install a product or put a rental video wall up in a live event or rental staging-type situation. Anything they can do to reduce labor costs assists with putting money back in their pocket.

Q: What were the top trends, new product concepts, and tech areas of focus that caught your attention at Info Comm this year?

A: There was a lot of buzz about cloud-based solutions and cloud-based monitoring. There was also continued buzz around artificial intelligence and how that will impact the market. I think the main area of focus is the continued movement to greener products. For years, these devices have been manufactured to consume copious amounts of electricity. As a result, we’ve seen a huge shift in using more sustainable materials in the products and products that consume less power.

Q: Are there any potential new markets for Watchfire to break into or continue growing into?

A: The VariDisplay product opens three fresh markets and expands our exposure to a market we have a comprehensive understanding of. The new markets we’re looking at expanding into would be the live event/rental staging market, the trade show exhibits market, and performing arts centers. Within our pre-established houses of worship market, we feel like the VariDisplay product meets unique needs that we haven’t been able to accommodate in the past. Our S & X-Series products are designed to be permanently installed, while the VariDisplay has a more portable set-up, allowing it to be put up and taken down with ease. Churches want the option to set up a custom video wall of a specific size for a temporary period. They need displays that can be easily disassembled and transported to another location or reconfigured to keep the appearance fresh and updated to meet their varying needs.

Q: Were there surprises from your time at the booth?

A: There was so much sparked interest in LED. This was the first time I said, “Okay, the transition has happened. Direct-view LED is the technology leading the industry.” Not that projectors or LCD monitors will die, but it felt like the first InfoComm where LED completely dominated the display part of the show.

Q: What do the next five years look like for direct-view LED?

A: In the next five years, you will continue to see tighter pixel pitches for direct-view LED displays. The industry will continue to see costs decrease, but noticeable increases in brightness, contrast ratios, and how we interface with the displays. There’s going to continue to be evolutions in software and management of the systems. I think in the next five years, you’ll see integrated solutions come together. We will continue to see the drive towards lighter products and lower power consumption. So, the products will go through additional engineering cycles where they’ll get lighter, require less power, and become more environmentally friendly products. Our R&D team is always working to meet these needs by staying ahead of market trends. We have launched an updated version of our X-Series, which is 44% thinner and requires 63% less power consumption compared to its previous iteration.

Thank you, Brian. We can’t wait to see what the next five years will look like for Watchfire, both with its innovative new products and cutting-edge expansions to existing product lines.