Impact of Pandemic: Rapid pace of technology-driven changes

The pandemic has changed our lives and impacted the business across the globe. Every business is putting efforts to provide truly meaningful experiences to serve people. The rapid pace of technology-driven changes is causing a fundamental transformation in many industries. We spoke to Vipin Pungalia, Director, Professional Segment, Sennheiser India to understand audio COVID-19 impact on the industry and developments.

How COVID-19 impacted on Audio Industry?

For Sennheiser, India has been one of the largest growing subsidiaries for the past several years. Under the Professional Segment, we provide world class Professional Audio Solutions for various business segments viz. TV & Radio broadcast, Government, Corporate, Education, Live performance, Audio recording, Audio for video, amongst others.

Like every industry, pro-audio market is navigating through the rough weather. However, we are mitigating the effects and coming out of this period of abnormal operation stronger than ever. As things are getting back to normal, professionals are increasingly investing in better quality products to enhance engagement with customers digitally.

Audio for Video as a segment also has seen a growing demand for wireless audio devices. Social media platforms such as YouTube and Instagram have provided the platform to people to showcase their creativity through their content. As a result, content creation is becoming a highly sought-after profession.

Vipin Pungalia, Director, Professional Segment, Sennheiser India

Ever since the pandemic occurred, technology has been the biggest enabler in helping both communities and businesses to sustain and navigate through this global crisis. Audio solutions now have become an integral part- whether people are working from home or artists organising virtual concerts – there is an increasing need of exceptional technology to bounce back from this. Sennheiser, being at the forefront of shaping the future of audio sees this as strength and an opportunity to provide enhanced solutions to customers.

How is Sennheiser navigating through this challenging time?

COVID-19 has drastically impacted how the world functions. We have been cognisant of the current scenario and wanted to utilize this opportunity to encourage learning amongst our Professional Segment customers, and partners. Sennheiser initiated a campaign #DontStopTheEducation – a series of free online webinar sessions as we believe that there should be no reason to stop learning even in the current social distancing and working from home situation.

So far, we have conducted more than 100 webinars (Globally and locally put together), conducted a series of 5 webinars in Hindi and 5 local round tables. We involved prominent personalities from India to share their journey, career progression, learnings and experiences over the years, challenges faced, their workflow, approach, strategy, tips and tricks. These webinars covered the live demo of Team Connect Ceiling 2, installation of evolution wireless G4 systems, mixing for live sound, the theory behind wireless microphones, best practices for designing antenna systems processes behind big live productions. By initiating this, we are utilising this period to upskill our partners and provide industry-relevant technical knowledge that will assist them in the future.

Sennheiser’s preparedness for the post-COVID-19 situation?

The market is gradually opening up and just like any other brand, Sennheiser is addressing to the pent-up demand and are looking to incentivize both offline as well as the online channels. As per a report by IMF, India is expected to grow at 1.9% in 2020 before jumping to a 7.4% growth next year. There have been some early signs that show quick recovery for premium and luxury brands. Hence, brands are optimistic about recovery. Even consumer spending and consumption is expected to surge, however, the preference for buying can shift to online or stores in clean and sanitised areas like malls.

Roadmap for the next 12-18 months and how has COVID19 affected it?

Like every industry, pro-audio market is navigating through the rough weather. Though uncertainty looms large over brands, we can mitigate the effects and come out of this period of abnormal operation stronger than ever.

As the market is gradually opening, professionals are wanting to invest in better quality products to enhance engagement with customers and employees digitally. We need to identify and strategize to cater to the needs of the consumers. By being proactive and gauging customers’ needs, brands can continue strengthening the foundation of trust with partners and present itself as an agile, flexible partner, ready to help and guide them through this period.

Keeping in mind the ‘new-normal’, Sennheiser has been re-innovating products in order to provide more meaningful experiences to our consumers. Case in point, on the technological innovation- to stay relevant and add meaning to customers’ business, Sennheiser TeamConnect Ceiling 2 microphone has become compatible with Zoom recently. This will become an integral resource especially post the lockdown, where only a few workforces will attend office while the rest work remotely. Collaborative tools like these enable people to connect seamlessly from anywhere in the world. While the world is adjusting to the new normal, solutions like these will help businesses in the long-term.

Through these initiatives, Sennheiser plans to constantly innovate and be resilient to the constant dynamic changes in the economy.