Audio Video News

For years, CEDIA has been promoting the term custom integrator over the older term custom installer—even though the latter is more or less embedded in its full name, the Custom Electronic Design & Installation Association. But the trade group has changed its tune.

CEO Vincent Bruno now suggests replacing integrator with technologist. “What does the consumer search for online when they want speakers installed?” he asked during a sales meeting. “Not an integrator. In order to bridge the gap between the end user and integrators, we need to speak the same language.”

In addition to the change in nomenclature, he also advocated collaboration between distributors and makers of AV and security products.