Mark Iversen, President of Advanced Sound and Image, discusses his company’s presence, products and purpose.
CEDN: What was the most significant event or series of events affecting your company in the past year?
MI: We have had a year full of excitement and re-organization as a result of the joint venture with Emerson Radio which has led to our new company; Advanced Sound and Image [ASI]. ASI is utilizing the world class engineering of the ADCOM team combined with the cash infusion, as well as infrastructure and management of Emerson Radio. While ASI is operating independently of Emerson Radio, there has been great enthusiasm and focus on supporting the ADCOM Engineering team led by Dan Donnelly [co-founder ASI and California Audio Labs] to create the 2009 line-up which we are proudly discussing at this CEDIA show.
CEDN: What products do you see as being hottest this year?
MI: We could speak for days with regard to new and hot products. Rarely do you see a team work with such enthusiasm to re-vamp nearly the entire line-up. We are very proud to announce that we are introducing three different technologies of amplifiers within the new line-up ranging from 125 Watts of power per channel to 500 Watts per channel [both two and five channel in each technology]. Our team of engineers and project managers has held nothing back with the new line of receivers and pre-amplifiers. We will be adding high dfinition electrostatic speakers to the line up. Let me end with this—the No.1 selling amplifier in the entire world is back; yes, the ADCOM GFA-555se, Special Edition, will be shipping in fourth quarter.
CEDN: What distinguishes your products from the competition?
MI: I believe what truly distinguishes the ADCOM product from other branded products is the fact that we do not try to be everything to everyone. If you see a product branded with the ADCOM name, you can be assured that it was developed and brought to market simply with the concept of quality for the true audiophile. We proudly bring the true audiophile sound quality to the consumer’s home at an affordable price.
CEDN: What is your outlook in general for this product line?
MI: I believe the possibilities are endless. We have created very full-featured seven channel receivers [and amplifiers] that are feature rich and manufactured with the concept of quality first. We are now offering a full line of both five channel and two channel amplifiers clearly engineered for the customer looking for best cost, true audiophile quality. You will soon see electrostatic speakers and in the later part of 2009, along with an entirely new line of specialty products catered to the custom installer which include multi-room applications and new wireless solutions.
CEDN: Please assess the marketplace as it relates to your product line.
MI: I believe there is transition occurring in the marketplace. For many years the market has focused on the video category of product. Many consumers have made the transition to quality video (HDTV), but most of those consumers are disappointed with the overall theater experience they receive in the home—a result of too little focus on the audio compliment to the video. During the video performance, many consumers are now realizing that it’s the audio portion of the experience that reaches out to touch you emotionally. While we have five senses currently identified, there are hundreds of emotions that quality sound can reach. This is the quality that we seek in audio with the ADCOM products. I believe our marketplace is growing faster than most categories of CE because the consumer is looking for a method of quality entertainment in the comfort of their own home. ADCOM offers that emotion-grabbing quality with superior sound processing and more quality power for the dollar than any other brand.