Among the most striking takeaways from this year’s ISE Barcelona were the growing focus on interoperability and partnerships, prioritising ease-of-installation and ease-of-use products, and tailoring bespoke and all-in-one solutions for the evolved hybrid work landscape.
All three of those trends were compellingly apparent at MAXHUB‘s stall, where both its advanced meeting room technology and its plethora of partnerships were illustrated through enormous screens and vibrant signs.
“Our intention is to become a global brand for the customers to improve their meeting efficiency and collaboration and better their communications in the workplace,” David Meng, President of Global Business Group at MAXHUB, told UC Today at ISE. “MAXHUB is providing a one-stop solution for a wide range of customers. You can see at our booths here the whole scenario for meeting rooms and huddle rooms, including the display, audio noise, and cameras.”
That’s one trend fulfilled.
“We can also offer custom solutions,” Meng added. “We provide the customer with very unique technologies with powerful functions for a better and easy experience.”
That’s a second.
“We are collaborating with many global partners that are key players in corporate markets in AV and audio providers. Symity and MAXHUB are proud to cooperate with them and enter the same market. We are really excited.”
That’s the third.
But when distinct trends merge, they form the basis of a coherent, underlying strategy, and MAXHUB’s show felt like both a commemoration of its European expansion so far and a preview of what comes next as the vendor intends to truly bring its brands to “global customers and end users”, as Meng outlined.
A Clear Strategy
One of MAXHUB’s most exciting announcements at ISE was showcasing its XCore Kit, which had recently been certified for Microsoft Teams Rooms. Indeed, the XCore Kit symbolises the successful execution of MAXHUB’s strategy.
The XCore Kit is part of the MAXHUB XT Series Teams Rooms offering, which includes a console kit, camera options, a speakerphone, and display options. Its Teams Rooms certification empowers businesses to transform their small and medium Bring Your Own Device (BYOD) meeting rooms even further.
“Getting cooperation with Microsoft is important for all emerging brands,” Men explained. “We’re excited for that. XCore is the first (Intel processor) I3 product to be Teams certified, but we can bundle different products together to sell to customers.
“We can not only bring the XCore Key meeting experience to customers, but we also can bring total solutions, including touch screen or commercial display,” Meng continued. “We can bring professional cameras and microphones, cooperate with other partners and bring professional microphones to customers. So, not only one product, we can offer mountains. In the future, we have many more peripherals from Teams-certified products and offer to customers, not only I3 but I5 and I7 coming soon.”
The Small and Huddle Rooms Market
The ambition behind the XCore was the discovery that there are 48 million meeting rooms globally, of which an estimated 63 percent are small rooms or huddle rooms. That former audience comprises much of MAXHUB’s target market — for now, at least.
“At the moment, I think we can say dedicated to small rooms at 63 percent,” Meng said. “That market is quite big enough. That’s another path we’re excited for. We believe our product can make that meeting room experience much better than before, helping them create more efficiencies for the meeting experience, too.”
Targeting small and huddle rooms means ease of installation and ease of use, which is a design priority, as smaller hybrid meetings might not necessarily feature IT admins or tech-savvy staff. These solutions must also be simple for the average layperson to leverage.
“For these solutions, we can perform ease of use and ease of installation and make sure they’re easy to be supported,” Meng outlined. “For MAXHUB, we have our own presales, sales and after-sales teams dedicated to Europe. We can bring our best service to our customers for a much better experience using our products.”
Addressing the Needs of the Modern Hybrid Workplace
These small rooms and huddle rooms often need bespoke solutions to address their unique architectural design, especially since hybrid work and customer demands around hybrid work have evolved post-pandemic. It’s imperative in today’s market that the solution can adapt to the customer’s needs rather than the customer adapting to the solution’s limitations.
“After the pandemic, all of the employees and organisations have changed so much,” Meng affirmed. “They have a complex communications weight, so we devise a wider customer solution that works with different customer scenarios based on different requests, such as the all-in-one displays for huddle rooms that include the display touch function you can write with, the camera that frames faces, the microphone being easy to use. You can also have it tailored for a better experience.”
“Another point is that in these uncertain economic times, with our target customers being SMBs, they need balance,” he elaborated. “They need good products at a good price, so at MAHUB, we can offer suitable solutions and not stick to certain products. We offer different services for different scenarios.”
“Communication is important for everybody, so improving communication is our duty and fits into our strategy. How can we improve ease of use and ease of installation? As I mentioned, we have dedicated teams around Europe, and we bring our solutions that are easy to manage. Our managed systems help IT managers easily manage whole devices, even using mobile phones. They can switch on or off all of the devices; it’s very convenient, and we support and can switch off user devices as well.”
While focusing on small and huddle rooms for the moment, MAXHUB also has LED products for large rooms and lecture halls. “We are multifunctional and changing and can create different solutions for every scenario,” Meng added.
Microsoft Teams Rooms certification for its XCore product is one of the jewels in MAXHUB’s crown of its partnership ecosystem.
“Even in the XCore Key, we also bundle systems with many partners,” Meng expanded. “MAXHUB has only been in European markets for two years, but we’re creating a small ecosystem, meaning this brand is also excited about cooperation and ecosystem partners. This will help MAXHUB become a key player in the market. Not only do we have our own products and solutions, but partners are building their systems with us, and we’re giving customers whole ecosystems and scenarios.”
What Next?
Although MAXHUB has only been operating with serious ambitions in Europe for some time, Meng is “excited” by what they’ve achieved so far — while also reserving some excitement to what the company can become in future.
“After the pandemic, we saw so many opportunities because we are a new company (in Europe), brand new with new employees, but the teams are doing well,” Meng said. They’re good teams. The size is very big, and they’re driving to different regions to explain who MAXHUB is. The results have been very good. We are (growing much better than the average (growth) rate, and we’re excited by that.”
“We have branch offices in 80 countries and Europe is our major market in global business. Setting up this company in Europe in the 2020s, we’ve been working on localisation service and localisation support in European markets.”
What does 2024 and beyond hold for MAXHUB?
“Our aim is to bolster explorations and communications,” Meng said. “We are bringing new devices and peripherals. We have much more powerful MTR products in the future. We’ll have more partnerships and bigger ecosystems to be incorporated with MAXHUB, including professional AV companies, to be bundled together to create that ecosystem, which will help us (grow) in the future.
“Also, we have much greater investments in the marketing of the business. We shared these ideas with our partners, who’re quite excited about that.”
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