What Customers Want: Sustainability and Flexibility

At ISE 2025 in Barcelona, Xyte VP of Sales Andrew Gross sat down with Gerald Wintersinger, Head of Service Solutions at Macom for a panel discussion – moderated by industry veteran Gary Kayye - on the impact of the cloud on the AV industry. 

The conversation explored a wide range of subjects, including cloud management, integration, and AI. Yet there was one overriding takeaway: customers are no longer just looking for the latest hardware - they want solutions that are sustainable, flexible, and built to deliver long-term value. 

In this blog, we’ll drill down into why sustainability and flexibility have become priorities for customers, and how the AV industry should respond.

From Features to Long-Term Value

During the panel, Gerald Wintersinger noted a clear shift in what customers are looking for. Instead of chasing the latest hardware or technical specs, clients now prioritize solutions that deliver sustainability - both financial and environmental: 

• Financial sustainability - Customers want systems that are easy to manage, flexible enough to adapt, and built with longevity in mind. For many, that means moving away from one-time purchases and toward smarter lifecycle planning.
• Environmental sustainability - Clients are increasingly focused on reducing waste, avoiding unnecessary upgrades, and managing technology in a way that supports long-term goals. 

Overall, customers are asking: how can we get the most value from what we have? And while cloud-based management of course helps answer that, Wintersinger pointed out that customers aren’t asking for “cloud” by name - they’re asking for outcomes: efficiency, sustainability, and value for money. It’s up to the AV industry to deliver those outcomes through tools that support smarter, more sustainable operations. For consultants like Macom, access to data through cloud platforms enables a more strategic, informed approach to guiding clients - one that’s focused on long-term success and sustainability, not just immediate implementation.

Flexibility and Integration: Meeting Customers Where They Are

Andrew Gross emphasized that while cloud-based management is gaining traction, the AV industry is still in the early stages of adoption. Many manufacturers have started launching their own cloud platforms, while others are partnering with providers like Xyte to make their devices more accessible and manageable. What’s clear, Gross said, is that customers don’t want to be locked into rigid systems - they want flexibility.

That flexibility isn’t just about scaling, it’s about interoperability. Clients need solutions that allow different devices, platforms, and services to work together seamlessly. Gross pointed out that Xyte’s approach supports this by layering on top of existing systems, rather than replacing them. Manufacturers can keep their branding and front-end interfaces, while still enabling integration with broader systems through Xyte’s cloud tools.

For integrators and service providers, this means they don’t have to wait for an industry-wide standard to start delivering value. The tools already exist to provide clients with flexible, manageable solutions today - solutions that can evolve over time, adapt to changing needs, and support the long-term value customers are asking for. This makes flexibility a competitive advantage – and a way to future-proof both client investments and service offerings.

Data-Driven Consulting: The Next Frontier

As cloud-based systems become more common, the ability to gather and act on data is transforming the role of consultants. Gerald Wintersinger emphasized that for Macom, access to real-time usage data allows for a far more holistic approach to service. Rather than focusing solely on AV hardware, consultants can now analyze how spaces are actually being used – which informs better design decisions, maintenance strategies, and long-term planning.

This shift is enabling a new generation of consulting, one that moves beyond product recommendations and into experience-driven outcomes. With insights into device performance, room utilization, and service quality, consultants can help clients optimize their environments for both efficiency and user satisfaction. It’s a proactive approach - solving problems before they occur and guiding investments based on real-world needs.

Wintersinger also stressed that the industry needs to break out of traditional silos - wherein manufacturers, integrators, and consultants work in isolation instead of in partnership. Shared access to data supports this, creating a more collaborative ecosystem where everyone is aligned on delivering value. For consultants, data is not just a tool - it’s the foundation for smarter, more sustainable client solutions that evolve with time.

The Bottom Line: Delivering What Customers Actually Want

The conversation at ISE 2025 made one thing clear: the AV industry is at a turning point. Customers are no longer content with fragmented systems or one-size-fits-all solutions. They’re asking for technology that is sustainable, flexible, and capable of delivering long-term value - without added complexity.

With Gary Kayye steering the discussion, Wintersinger and Gross made it clear that cloud-based management, when paired with a data-driven approach, can meet these demands. Whether it’s extending the life of existing systems, enabling seamless integration across platforms, or providing actionable insights through analytics, the tools to support this shift are already here.

For manufacturers, integrators, and consultants, the challenge is to move beyond traditional models and embrace more adaptable, outcome-focused solutions. Flexibility and sustainability aren’t just trends - they’re the new baseline. And those who deliver on them will lead the way.