By June Ramli
Sydney, Aug 24: Kramer is setting its sights on expanding its presence in the Australian market, using the Integrate expo to enhance brand exposure and introduce its extensive product lineup.
Known for its expertise in signal distribution and connectivity, Kramer launches 100 to 200 new products each year, and the Integrate expo provides an ideal platform to effectively present these innovations to a targeted audience eager to explore what Kramer and its competitors have to offer.
In an exclusive interview at the sidelines of the Integrate expo at the ICC on Wednesday, Sanjay Handa, Sales Director for Oceania for Kramer, told dailystraits.com that Kramer’s core strengths lie in signal distribution, connectivity, and more recently, collaboration tools.
“We have been the market leaders for signal distribution for years, and now, with the world moving towards collaboration, we’ve expanded our offerings to include Microsoft Teams Rooms products, video conferencing tools, and audio solutions,” said Handa.
Kramer’s products are designed to integrate seamlessly with major brands like Microsoft, Apple, and Google.
“The products you’re seeing today work natively with Microsoft right out of the box, but they’re also compatible with Apple and Google devices,” Handa noted.
Discussing Kramer’s market presence in Australia, Handa acknowledged the competitive landscape but emphasised the company’s focus on quality, reliability, and service.
“Our value proposition lies in producing reliable products backed by a seven-year warranty, something our competitors rarely match. We believe in our products, and our customers do too, with some using Kramer products for over 16 years,” Handa shared.
Kramer’s best-selling products in Australia include the KDS-7 range, which facilitates AV over IP, enabling video and audio distribution over networks.
These solutions are widely used across various sectors, including education, corporate, healthcare, hospitality, and retail.
Despite a current market share of approximately 10 per cent in Australia, Kramer aims to double this figure to 20 per cent next year, with a three-year goal of capturing 50 per cent of the market.
Handa explained that while Kramer has historically been a family-run business with a focus on product development, they are now placing greater emphasis on marketing to raise awareness of their offerings.
Kramer was acquired by Fortissimo Capital in 2022, marking a significant shift for the company.
The acquisition has already led to the introduction of 500 new products and the launch of the next-generation platform, Kramer’s Pentaway management platform.
This change signals a new era for Kramer as they aim to expand their reach and strengthen their market position globally.
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