How will Mall of the World benefit Dubai’s pro audio industry?

UAE: Dubai has announced another huge-scale construction project in the shape of Mall of the World, the world’s first temperature controlled city. With a 744,000 sq-m mall, 7km retail street network, 100 hotels, a theatre zone and a 15,000 capacity venue, the potential is obvious, but how will it benefit the local pro audio industry?

‘The project details are skeletal but the concept seems to stem from Dubai’s ever-growing expertise in conceptualising and delivering world-class projects that boost tourism as well as invigorate the investment climate leading up to the Expo2020,’ observed Biju Thomas from Thomsun Trading. ‘The Burj Al Arab, The Dubai Mall and Burj Khalifa developments, the Atlantis and Palm projects all seemed surreal when they were announced. But now that they are a reality, we’ve come to understand how they impact and highlight the image and stature of Dubai and the region in terms of tourism, hospitality and the event businesses in the country and region. These are by far the largest users of A/V products and services and every additional project is an opportunity for the professional A/V industry.’

‘A project of this scale will definitely have a lot of benefits for the A/V market of the UAE and the rest of the world because it makes the manufactures motivated to come up with bigger, better and more advanced A/V networks and solutions,’ reasoned AVL Electronics’ Amir Bagheri. ‘Market demands on this scale will make the people to think more creatively and innovatively.’

‘Projects in general are good for business. It means SIs, distributors and eventually we, the manufacturers have something to look forward to,’ added Shure MEA’s Chicco Hiranandani. ‘Sizes of projects, whether big or small bring different challenges. Small projects tend to mean more competition, tighter margins and sadly in some cases – compromises. Large projects tend to mean greater complexity, financial burden on the SIs, and so on. Bottom line, the Mall of the World development is a very large scale project which means that our industry can look forward to numerous types of large and small projects ranging from the infrastructure BGM/PA, to small projects like the actual shops or outlets.’

This raises the issue of how the work could be distributed through various players in the local industry. ‘As a Harman Pro distributor and us having a broad range we would obviously like to see the majority scope go our way,’ said GSL’s Glen Kershaw. ‘Sometimes consultants or SI’s like to keep the peace with mixing and matching brands for projects. It’s better for an SI to just go with one distributor though as this is less headache for them in the long run.’

‘As per experience in Dubai mega projects, I believe only the great players with successful large
projects especially in malls and constructions will have the chance to display their capabilities in design and installation such a fantastic development,’ added Ateïs’ Mazamir Sorbi. ‘Because the Mall of the World is such a massive project, each portion of the project brings opportunities to different integrators and distributors in different type of products they represent. But of course the integrator who wins the job for installation and design can get the best out of this prospect.’

‘If we reflect on the Dubai Mall as an example, there were numerous integrators involved with that project from the ice rink, the fountain, the BGM/PA/A/V, the Cineplex, and Sega Republic. So I think it will benefit different integrators and thus different distributors and manufacturers eventually,’ reasoned Mr Hiranandani. ‘Of course, such a project would be a great reference for any systems integrator, distributor or manufacturer.’

‘The MOW project when implemented will definitely help both local as well as international pro A/V industry players. Most manufacturers will want a slice of this business and local systems integrators and distribution companies will definitely look forward to the dramatic increase in opportunities,’ added Mr Thomas. ‘We will not be surprised to see many new players come in as well as a healthy amount of strategic realignments and new partnerships leading up to the implementation.

‘Going by past experience, one would think that large projects usually land with a handful of large SI companies with financial muscle and skills in implementing projects of this size and complexity,’ continued Mr Thomas. ‘However, the past decade has rapidly changed the dynamics of the SI marketplace in the region and many more home grown companies have already ramped up skill-sets and built teams that demonstrated capabilities in delivering large complex projects. We feel confident that local SI and distribution companies will be up to the job and are well placed to receive a fair amount of business from this project.’

The feeling that local companies will be the best option is shared by all concerned. ‘Anything done locally is of course better for the internal economy,’ explained Mr Kershaw. ‘Money that stays within the country will be spent once again with the country increasing the annual GDP.’

‘Project developers as well as facility operators in the region have come to understand the obvious advantages of local supply and support,’ added Mr Thomas. ‘We are confident they will increasingly prefer local suppliers on this project. Such projects provide a range of benefits to successful suppliers allowing them to scale up key skills, manpower and competencies, dramatically in turn increasing their overall competitiveness.’

Mall of the World is still in its very early stages, but it is clear that when the time comes, the local pro audio industry is ready for the opportunities and challenges it will bring.

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