Audio-Technica Europe to represent Symetrix in Turkey
Published: MEA
TURKEY: The Turkish distribution of Symetrix is to be handled by Audio-Technica Europe (ATE) in a move described by the new partners as ‘strengthening their presence across the country’s professional installation sector’. The deal is set to be highlighted at a special product showcase taking place at ATE’s Istanbul office between November 26th and 28th, followed by a two-week road-show visiting ‘at least half-a-dozen’ of Turkey’s major cities.
The announcement follows the January 2014 addition to ATE’s staff of Onur Esame, becoming business development manager, Turkey, and operating the company’s liaison office in Istanbul. Mr Esame is described as having spent much of 2014 seeking new brand partnerships.
‘We became aware that Symetrix would be a perfect fit to support our existing product range, especially in the installation business,’ explained Mr Esame. ‘A one-day training session organised by Symetrix in August confirmed our belief that the brand would be a fantastic addition to the roster.’
In addition to the distribution agreement, Audio-Technica and Symetrix are already connected in terms of the US manufacturer’s forthcoming SymNet Composer 3.0, which will deliver integration of Audio-Technica’s Dante-capable ATND971 microphone into the DSP range. Mr Esame expects the new link-up to deliver a boost for the adoption of Dante throughout Turkey.
‘Dante – and for that matter CobraNet and AVB – is still developing in terms of its use in the Turkish market,’ he reasoned. ‘It is therefore our conviction that the most effective way to increase sales of networking-capable solutions is to keep everything as simple as possible. With SymNet Composer 3.0 supporting our Dante mics, Symetrix DSPs will help systems integrators a lot with more straightforward installations.’
He continued, ‘Turkey is a strongly price-driven market with, at this point, relatively few people educated in audio. Price-effectiveness and ease-of-use are therefore important considerations, and we believe that these qualities can be found in abundance in the full range of Symetrix processors, including Jupiter, the line of fixed architecture, app-based DSPs, and Radius AEC, the award-winning low-latency conference DSP.’
Mark Ullrich, international sales manager at Symetrix, was enthusiastic regarding the appointment. ‘Audio-Technica Europe has really hit the ground running when it comes to Symetrix in Turkey, and their views on the potential for quality, cost-efficient DSPs coincide precisely with those of Symetrix. Working together over the months and years ahead, we have no doubt that we can dramatically increase Symetrix’ profile throughout the country’s rapidly growing SI community.’