47 PARTNER VISIT Lawo
Under the epithet of “Broadcast 3.0” Lawo is trying to scale up its delivery of products and services to extend across the broadcast chain, and the fact that the company has been able to start from scratch in the video space has allowed it to take its years of IP audio networking research and apply those skills in fresh ways, without having to serve a raft of legacy video clients, and operating in the purely software realm, the company is in a position to be able to continuously serve its partners. PARTNERSHIP PLUS Integration seems to be a watchword that runs through the entire company. The cross-pollination that comes from long- term partnerships and collaboration has been the fuel propelling Lawo forward since its first collaboration with German broadcaster SWR. “One of the key things in the market now, especially with the disturbances caused by new technology, is it’s all about partnerships,” says Jamie Dunn, Lawo’s head of global sales. “With these early installations of new technology, you are going to have to work through issues with people, and choosing partners is really important. And it’s the same from our point of view too, in choosing which customers we want to go through this process with.”
Ulrich Schnabl, director of operations at Lawo, agrees: “I think there is quite a legacy in this company about partnerships. It’s one of the highest values we have. It’s not only about trying to sell the next console or the next multiviewer. We are always looking at sustainable success – for us and our customers too – and that doesn’t happen over quarters, it happens over years. As we move into new technologies, when we collaborate with
a partners and exchange opinions and ideas, that’s the most fruitful and productive way to do it.” QUALITY BUILD FEED visited the Lawo factory, a full-scale, highly technical production line, on the same site as the company’s R&D, sales, suppport and marketing departments. The factory floor was built around constructing Lawo’s high-end audio and video hardware.
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