Updated May 1, 2023 | Reviewed by Sam Scott

In 2017, we published a piece about software eating the AV world. Six years later, software-based connections have become ubiquitous in AV deployments.

But, software isn't done yet.

As we noted in 2017, this trend is all about a conceptual leap: Separating the hardware from the software. We said it then, and it bears repeating now: "In an industry that has traditionally built our value on selling boxes, this is a pretty big deal."

Here's a look at how the market has changed as software eats the world, who's calling the shots on which dish comes next, and what the menu looks like in a software-first AV environment.

Software Is Eating The World

It's not just AV. Cloud-based and on-premises software has spent the last decade eating other industries, including finance, healthcare, law, and even government operations.

What sets AV apart, however, is the critical role of end-point hardware.

For comparison, consider the financial services industry. While new software tools can help streamline operations by replacing legacy applications or removing the need for paper processes, these digital alternatives are, effectively, improvements on existing frameworks.

But when it comes to AV, software acts as a bridge between networks and devices. In practice, this means that instead of combining AV hardware and software on a single device, software becomes an intermediary. This naturally leads to questions of complexity: If AV devices such as displays, speakers, and microphones rely on network-connected software, are more problems created than solved?

Solving this problem is the role of standardization. In our 2017 piece, we highlighted the release of QSC's Q-SYS platform, which manages audio, video, and device control from the cloud. Built to run on a standard Dell service, Q-SYS was one of the first (of many) software tools that offered a standardized framework for third-party hardware, in effect making it possible for companies to connect and manage all their AV devices across a single platform.

And solutions like Q-SYS aren't resting on their laurels. As noted by Business Wire, QSC recently introduced their Q-SYS vCore virtualized processor, which allows users to directly control AV hardware from their own devices. The company also rolled out its Q-SYS Core 610 network processor, which facilitates the use of an enterprise-grade Dell server for increased processing capacity. Finally, the Q-SYS AV Bridging feature license enables plug-and-play USB connectivity for Q-SYS TSC Series Gen 3 touchscreen controllers.

It's Microsoft's World — We're Just Connecting In It

No discussion of software and services is complete without mentioning Microsoft. While the Redmond giant is known for its Windows OS, it has also made significant inroads into the connected AV space thanks to Microsoft Teams.

Teams was first announced in 2016 and entered a market firmly controlled by competitor collaboration platform Slack. While there were rumours that Microsoft would build out Skype as its primary business communication tool, the company instead shifted its collaborative business software into Teams, making it an all-in-one communications platform that handles video, audio, and messaging while simultaneously providing native integration with Office 365 tools such as Word and PowerPoint. What's more, companies already using Microsoft 365 got Teams as a free add-on, instead of a separate bill.

The result? Solid and then significant user uptake. Consider that in November 2019, there were 20 million Teams users worldwide. By March 2020, this number rose to 44 million and hit 75 million a month later. Post-pandemic, the platform has 270 million active users, vastly outpacing Slack's 18 million. According to a Forrester study commissioned by Microsoft, companies saw an 18.9% reduction in weekly meeting time and a 17.7% reduction in the time required to make business decisions. Even more telling? A 5,000-user organization can see economic benefits of more than $30 million using Microsoft Teams.

Microsoft Teams has become the foundation of the hybrid-work world, but the platform’s basic functionality only scratches the surface of the potential gains in workplace productivity and engagement. It’s worth monitoring Microsoft’s research on how meetings function and their leadership in the direction of meeting room design. Some examples of how Microsoft moves the technology forward include the integration of QSC’s spatial audio functionality and its “Signature” style Teams Room design.

Feast Or Famine: The New AV Software Reality

In the new reality of audio-visual environments, companies have two choices: feast or famine.

They can enjoy the benefits that come with software-driven connections, such as the ability to easily connect disparate AV endpoints using standardized frameworks, or they can create walled gardens that limit their ability to evolve. Consider the uptake of solutions such as Dante and Creston's VC-4-Room Virtual Control.

Dante replaces point-to-point physical connections with computer networks, sending video and audio over ethernet cables with perfect fidelity. In 2022, the NFL's media headquarters opted to connect its ultramodern facility using the world's largest Dante audio network.

Solutions like the VC-4-Room Virtual Control, meanwhile, offer centralized, server-based alternatives to individual, hardware-based control systems, while per-room licensing lets companies pinpoint their ideal price point.

In practice, adopting this new AV environment requires a three-step approach:

1. Embrace the Hardware/Software Separation: There's no going back. Software-based connections now underpin AV deployments, meaning companies need to consider how best to implement these solutions across current environments or, like the NFL, consider starting from scratch.
   
   

2. Pinpoint your AV Network Needs: The size and scope of software offerings and collaborative tools can be overwhelming. And much like cloud computing before it, there's a temptation for companies to dive in and do everything, everywhere, all at once.
   
   This approach, however, can lead to both increased complexity and costs — especially if deployments encounter challenges or end users encounter operational issues. As a result, companies are best served by first letting the users make their case, and then identifying software solutions that truly address their needs.
   
   

3. Find Strategic Partners: Don't go at it alone. AV network design, deployment, and management is a process that benefits from experience and expertise. As a result, the right strategic partner can make all the difference in creating AV environments that deliver immediate benefits and scale over time. Consider engaging an AV consultant to guide you through this process.

The bottom line? AV software is eating the world — and it's nowhere near finished. Standardized connections that support industry-leading collaborative platforms are now table stakes, and the shift to software isn't slowing down.

If you want to ensure your facility doesn’t get stuck in the hardware-driven past, contact Chroma today.