All about professional audio – Sennheiser’s Vince Tan shares exclusive insights about the professional audio space

We got a chance to speak to Mr Vince Tan, the Vice President Sales, APAC at Sennheiser’s Professional Audio Division. We spoke about all things related to the world of professional audio, including the stigmas, future trends, and efforts being made by brands to make it more accessible. Here’s a look at what Mr Vince Tan had to say –

Q. Let's start by talking about the future of professional audio. So are there any predictions from Sennheiser about changes in the personal audio space or in its own product line in the professional audio space?

A. Sennheiser is a technology-driven brand, and we are constantly exploring new developments in the world of audio. At present, we are heavily focused on the digitalisation of audio technology, which encompasses a wide range of areas such as software and products that utilize digital transmission.
We are fully committed to staying ahead of the curve in terms of audio technology, and we believe that the digitalization of audio is a crucial step in this direction. I can’t reveal the products that we will be coming up with in this segment. However, I am confident that our continued focus on innovation and technology will allow us to create premium products that push the boundaries of what is possible in the world of audio.

Q. So, I also spoke with Mr. Vipin Pungalia. And he also mentioned that immersive audio was coming in as a big trend in the professional audio space. So, can you go into a bit more depth about how immersive audio will change the professional experience?

A. Immersive audio is primarily focused on the recording aspect of pro audio. When it comes to pro audio, there is live and recording. Immersive audio allows people to experience sounds from different angles and 360 degrees, providing a sense of being present in the recording. This technology is not only catering to the demand of listeners but also to the demand for professional audio in live performances. Many companies are already using 360-degree audio environments in live concerts and events. This technology is not only interesting for professionals in the audio industry but for us as Pro Audio & Neumann brand.

Also Read: Streaming and podcasting driving demand for high quality audio equipment, says Sennheiser's Vipin Pungalia

Q. Like I spoke about different demographics, how professional audio is not only used in certain areas but there is a diversified market of professional audio. So, during and after the pandemic, were there any significant changes that you experienced in terms of your marketplace take in the demographic that you are targeting?

A. Amidst the pandemic, there was a surge in virtual events, such as concerts & corporate events, where people participated through their electronic devices. This trend has extended to a wide range of markets. However, with the pandemic nearing an end, we are witnessing an impressive comeback of live performances and people attending them. Nevertheless, virtual events are here to stay and will transform into a hybrid event, where people can attend live and feel the ambiance while others can attend virtually due to distance, scheduling conflicts, or other reasons.

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Q. During the pandemic, we also saw a rise of streamers and digital content creators, yes, who are also gunning for excellent audio and going for professional gear from brands like Sennheiser. So, was there any change in terms of Sennheiser's approach in terms of approaching these people in marketing and sales?

A. Certainly, in the professional audio industry, there are three subsegments: MI (Live performance), Pro (Broadcasters), and A4V. The creator’s community for us internally is A4V and we it is a huge market. There is an increasing demand for high-quality audio equipment because people have come to realize that good audio is a crucial aspect of transmitting information or delivering presentations. We acknowledge this need, and that's why during the pandemic we started selling some of our products through e-commerce platforms in India. Our successful e-commerce venture in 2020 and our growing online presence proved that some professional audio products such as headphones and plug-and-play microphones can be sold on digital platforms. In the A4V category we have also recently launched our profile USB mic, which caters to this segment.

Q. We also see a lot of brands operating in the professional audio space having their sound signature of sorts in terms of speakers and headphones. So, is there any Similar thing that Sennheiser has in place in terms of having a particular sound signature or tune-in to the professional?

A. The perception of sound is subjective, just like color preferences. Some people may like darker colours, while others prefer brighter hues. Similarly, people's preferences for sound may vary, some may prefer heavier bass or more treble. At Sennheiser, we strive to ensure that our audio is transparent enough and fits into different genres. For instance, we have capsules for applications that require heavier bass and applications for speech, reporters, and so on. We recognize the importance of understanding the market and the diverse applications that our products cater to. Therefore, we strive to develop technologies and products that can meet the needs of our customers.

Q. Talking about the diversification of markets, as we talked about earlier, there was a rising number of people who are getting into streaming and content creation from home. So was there any change in the pricing or product strategies for the professional audio products? Or is there going to be any change with more people coming in as buyers and professionals? Will we be seeing more products like the Profile USB mic coming in and fitting in around the mid-range, if I may say, the segment of different audio professionals?

A. Sennheiser prioritizes understanding the market's needs and is constantly studying it. One of our cultural principle states "Everything starts and ends with the customer" it is the foundation of our approach. As such, we aim to identify who our customers are, what they need, and how we can best serve them. Today's event is an example of how we gather and analyse customer feedback. In fact, last year, we allocated almost 50 million euros in R&D, which accounted for over 20% of our revenue, towards product development. We are committed to continuously improving and investing in our products to meet the demands of the market.

Also Read: Sennheiser Profile USB Microphone – Holds its own in a competitive space

Q. Coming again, back to like Gen Z and this, you know, newer age consumers who are coming into the professional audio space. What approaches does Sennheiser have in terms of appealing to this audience that is coming in or people of younger ages who are coming into the technology space? Is it just advertising? Or is it in terms of the product design or something that Sennheiser does to appeal to the younger generation?

A. In my opinion, education is the most crucial aspect. During the pandemic, we made efforts like "Don’t stop the education, Don’t stop the music" activities to keep education going. We maintain a multifaceted approach towards training and education. Our product managers, who are part of the project from the very beginning until the product is ready for market, are responsible for educating our internal staff. We have a department called the Sound Academy team and these are colleagues who are dedicated to creating content to educate our dealers and partners. We provide dedicated training to our sales teams on how to train the dealers and additionally, we also have Technical Application Engineers who can go into the field to conduct in-depth, hands-on trainings on selected products in different parts of the world. Last but not least, we have user generated content, which also helps to educate end users. To us, education is a key tenet of success.  

Q. In terms of like, so there has been a reported trend in the increase of professional audio product sales across the world, and the Asia Pacific region is at the forefront of it. So, is Sennheiser doing something to get along and make sure to capitalize on whatever lies ahead?

A. Certainly, we are aware that the pandemic has ended, and we have seen a growth in our business in 2021 and even last our business grew in multi folds. The demand for our products and services has also bounced back since touring and live performances have resumed. In order to meet the demand of our customers, we are working closely with them to ensure a steady supply of our products.

Q. When you talk about, say, customer demand, how does Sennheiser identify what the customers are demanding? Is it done through surveys or is it like a focus group that is spread across regions, which includes artists and creators?

A. We make sure to involve our customers in every product we create or develop. We conduct surveys and focus groups to gather their feedback. In fact, just last month, we had colleagues from Germany visit Japan and Korea to conduct focus groups, including the surveys as well. We also have pre-production prototypes that we ask people to test and provide feedback on. This way, we ensure that all our products have input from our customers.

Q. Moving ahead, Sennheiser has a vast portfolio in terms of professional audio. So why not go into making complimentary software as well, like a digital workstation? What is stopping Sennheiser from delving into making digital audio workstations that are perfectly in tune with what Sennheiser technology or the Sennheiser environment as a brand has to offer?

A. Yes, the microphone is the hardware, workstation interface are distinct products with different features and capabilities. However, you may have already heard about the acquisition of Merging Technologies by Neumann, which is one of our sister companies, around two years ago. Also, about Dear Reality in 2019 in which we have majority of stakes. These are complimentary brands to Sennheiser Pro audio brand where we learn from them on the software side of the world.

Q. Again, coming back to India, so, what are the key trends that you as a brand are observing in the professional space in India that make it stand out from the global scenario right now?

A. As per my knowledge, the requirements from different parts of the world remains the same in the professional audio segment. However, there might be some differences in the live shows and specific demands needed in certain regions, the general trends and requirements are similar across the board. Though, the best part that I have noticed is that engineers from all over the world know each other and are familiar with the demand for live audio.

Q. And so, lastly, when we talked earlier about Sennheiser having educational ventures, are there some benches that Sennheiser has planned for India or this region because we also see a lot of people, you know, going to publications where certain things are not projected as they should. So to educate consumers, does Sennheiser have any active initiatives in India? Or does the brand plan to, you know, gradually get into it?

A. Building strong customer relationships is crucial in our business and we recognize the significance of in-person visits to foster those relationships. Physical visits to customers' venues and locations provide us with valuable insights into their needs and requirements. We are committed to enhancing our interactions with customers, and events like the one we had with our customers and partners contribute to that objective. We believe in the value of face-to-face visits to facilitate mutual learning and strengthen relationships and that’s the reason why me and my colleagues from Germany continue to visit the Indian market.

Also Read: Sennheiser HD 300 PRO Review: For the professionals on the go

Q. So, talking about these face-to-face visits, have you seen any changes in the approachability? For example, when you are going to customers, have they evolved in terms of approachability? Have they opened up to giving feedback to brands over the years? Because you mentioned that you have been working in this space since 1989. Is there a change in the attitude of customers being more proactive in giving brands feedback?

A. While technology and social media have made it easier to collect feedback and opinions from customers online, the fundamental importance of understanding their needs remains unchanged. Although the technology has evolved but the core principle of understanding and meeting customer needs has not. While digitisation has allowed for remote feedback, the importance of understanding the customer remains at the forefront of the industry.

Q. We recently, last year around this time, we did pay a visit to one of the studios in Mumbai, a music production studio that has collaborated with Vietnam to set up an experience space. So, what importance, according to you, do these spaces hold in terms of exposing potential customers to Neumann and Sennheiser's technologies?

A. I recently had the opportunity to visit the Experience Centre and I was truly impressed with the setup of the immersive studio and the quality of music. I was pleasantly surprised by the contemporary pop music in India, and I expressed my interest in listening to it more. This experience not only reflects our brand's forward-thinking mindset, but also the progression that India is making in terms of enhancing their knowledge and awareness. At Sennheiser, our customers are always our top priority, and we strive to reach out to them through both offline and online platforms. Our aim is to create similar experiences not only in India, but across the globe in the APAC and other regions as well. Our ultimate objective is to ensure that our customers have access to our brand and products so that they can experience and make informed decisions.

Q. Lastly, for our readers, there is always a question about return over investment as you go above/ up, and above the professional audio segment or any business/ segment in general. So, then you are above that threshold with Sennheiser's professional audio products. What changes or things help those products stand out? Apart from just outright quality in terms of performance, are there any additional features that people get when buying extremely high-grade professional audio products?

A. In my opinion, the value of a product is crucial when making a purchase decision. It's not only about the price tag, but also the return on investment that you get from it. People should consider the benefits that they can gain from a product, and if they find it valuable, they will be more willing to make the purchase. This is a key factor in having good sales and successful products.