Future-Proofing AV: A Smarter Model for Integrators

AV integration is becoming increasingly harder to manage. Modern environments combine conferencing systems, control interfaces, displays, audio networks, and collaboration platforms from dozens of vendors. Each uses its own standards and management tools, leaving integrators responsible for stitching them into a unified whole. In a recent webinar, Andrew Gross, SVP of Sales at Xyte, and Hal Truax, Vice President at PCD, discussed how integrators can adapt.

Gross and Truax explained that legacy integration models are no longer holding up under the complexity of modern deployments. They noted that real value now comes from moving beyond one-off projects and adopting cloud platforms, managed services, and open, interoperable systems, with AI starting to add new capabilities. The point was clear: customers measure success by reliability and continuity rather than by the handoff of a finished installation.

The Limits of the Old Model

Gross framed the problem clearly: “Managing thousands of devices and endpoints from different vendors on multiple platforms, overseeing and monitoring complex, integrated installations for multiple customers on an endless number of interfaces - it’s simply not scalable.”

Truax added that after years in manufacturing, his perspective as an integrator has shifted. His main lesson: customers expect more than one-time projects. They need ongoing support and proactive service.

Centralization Through Cloud Platforms

PCD’s own move to Xyte’s cloud platform demonstrated why centralization matters. Truax described leaving a homegrown system behind in favor of Xyte’s single-pane-of-glass model. The transition reduced guesswork and gave his team real-time visibility across environments.

Gross highlighted how this approach alters operations: “It’s really the first time in this market that we are now providing a solution that brings everything that you use in your conference spaces into one spot for better management.”

With centralized tools, both emphasized, teams can oversee AV and UC systems consistently, without juggling multiple interfaces. Truax shared two examples - one from a large medical association in San Francisco and another from a small non-profit in Santa Rosa - that show how managed services deliver value across very different kinds of organizations.

Case Study 1: A Large Medical Association in San Francisco

A large medical association in San Francisco that could not afford downtime in its conference rooms and event spaces enrolled in PCD’s Continuing Support Program, powered by Xyte.

“Remote monitoring identified issues before critical meetings (touch panels, audio clarity, source recognition),” Truax explained. Combined with 24/7 phone and email support, the program “ensures seamless daily meetings with high service standards.”

For the medical association, the real benefit was peace of mind - knowing that meetings would start on time and run without disruption.

Case Study 2: A Small Non-Profit in Santa Rosa

A much smaller client reached the same conclusion. Initially working with PCD for event spaces, the non-profit lacked the IT staff to keep systems running smoothly.

Through PCD’s Continuing Support Program, the organization gained access to remote monitoring and enjoyed quick incident resolution. Truax recalled one incident where problems were resolved within hours ahead of a key event - a moment the client described as “priceless.”

The case demonstrated that managed services are not only for large enterprises. Even small teams gain confidence and continuity when they outsource support.

From Cost Savings to New Revenue Models

A five-year analysis of PCD customers put numbers behind these stories. Truax explained, “Our customers have realized 27% savings by signing up for continuing support with cloud-based monitoring versus a break-fix approach.”

These results reinforced what the case studies showed - proactive services lower costs and reduce risk over time.

Gross then shifted the conversation to the business impact, asking how cloud-first models can scale services and create recurring revenue. For integrators still tied to project work, Truax stressed that differentiation comes from treating ongoing support as a core offering rather than an add-on.

Customers used to one-time purchases often need a change in perspective. When managed services are framed as a way to guarantee reliability and provide predictable costs, the model becomes easier to accept - and gives integrators a foundation for sustainable growth.

AI and Interoperability

Looking ahead, Gross asked where the biggest opportunities lie as ecosystems become more open. Truax stressed that interoperability is the foundation for growth.

The role of AI was another focus. Gross posed the question: “How do you see AI shaping the integrator role in the future - will it be more about automation, or augmentation of human expertise?”

Both speakers agreed that AI will handle much of the day-to-day troubleshooting, from device resets to firmware updates, and dynamically adjust settings based on occupancy or bandwidth. This frees integrators to focus on customer strategy and system design.

Closing Vision

Truax emphasized that PCD will keep evolving to stay aligned with customer needs, with proactive support and open platforms at the center.

Gross summed up the broader lesson: “Customers don’t want to keep stitching things together. They want systems that connect and just work.”

The discussion pointed to three clear takeaways for integrators. First, customer relationships now hinge on trust built through reliability, not on the scope of the original installation. Second, recurring service models are no longer optional; they are becoming the baseline expectation across organizations of every size. Third, AI is not a distant innovation but a practical tool that reduces manual troubleshooting and allows staff to focus on higher-value work.

Integrators who take these lessons to heart will be well-positioned to deliver greater value, build stronger customer loyalty, and lead the industry into its next phase of growth.

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