IBC Exhibitor Viewpoint: Werner Drews, 2wcom

Highlights importance of audio over IP contribution and distribution technology
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As IBC2015 gets closer, we continue our series of short Q&As with manufacturers about their plans and offerings, to help you get the most out of the annual trade show. Werner Drews is managing director for German-company 2wcom.

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Werner Drews is Managing Director of 2wcomRadio World: What do you anticipate will be the most significant technology trend at the IBC2015 Show?

Werner Drews: The impact of IP is really the biggest thing now, and it’s a trend that’s gathering speed and significance right across the board for our industry.

RW: What new products will your company be showing?

Drews: We’re showcasing our audio over IP solutions this year. They combine versatility — providing advanced redundancy capability and monitoring functions — with the ability to integrate into diverse infrastructures.

RW: The Internet has changed the way people do business. Some would say that it has rendered shows such as the IBC obsolete. Is this true?

Drews: The Internet has changed the way consumers buy goods, certainly. So perhaps it’s questionable whether people need to go to a show for those things, but even so, who wants to buy an iPhone or a fridge without getting a sense of its physical quality and usability first? The same applies to the more complex technologies used in broadcasting. And in our industry, there is so much vital interchange of ideas and relationship-building between buyers and manufacturers that drives technology forward — this can only take place face to face, and that’s one of the most important purposes of an event such as IBC.

RW: Why should attendees visit your booth?

Drews: Firstly, because we have great coffee and German beer. Secondly, because we love being challenged by awkward questions about our products, so that you find out if the technology really can do what you want it to do. Finally, visitors can get an update of our new features while having a break with nice people.

RW: Youre a show veteran, whats your favorite thing about the show?

Drews: Meeting people and building relationships. You can’t overstate how important this is: technology is one side of the equation, but people are the other side. We view our industry as a people business just as much as a technology business.

RW: Least favorite thing (about the show)?

Drews: Aching feet and lack of time. We often realize that we missed the chance to converse with a few people during the show. You see them passing by the booth, give them a “see you later” sign, but never get the chance to spend time with them. This year I will wear hand-made Italian shoes. This should help my feet!

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