Why Shows like E4 are Critical for the Pro AV Industry

The Pro AV industry continues to intersect with sectors like healthcare, retail, and corporate environments, making access to hands-on product demos and direct vendor conversations more important than ever. Technologies are evolving rapidly, and end users are demanding increasingly complex solutions. According to AVIXA, the global Pro AV market is projected to reach $402 billion by 2028. This is a signal of both the sector’s growth and the increasing need for deep product knowledge and technical expertise. Events like the E4 Experience have become vital hubs for education, innovation, and connection.

In a fast-moving industry where product cycles are short and end-user needs are constantly changing, how do regional events like E4 help manufacturers, integrators, and end users stay in sync?

Ben Thomas, the host of Pro AV Today, speaks with Vishal Chhatralia, the Global Chief Digital & Marketing Officer at DCC Technology, and Dan Smith, the EVP/COO at Exertis Almo. The discussion explores how E4 events serve as more than just trade show stops. These shows are strategic platforms for channel enablement, customer education, and industry transformation.

Key Takeaways from the Conversation:

• Access to Innovation: E4 offers a rare opportunity for hands-on experience with the latest AV technologies, especially for regional partners and customers who can’t attend global shows like InfoComm.

• Education That Drives the Channel: CTS-certified sessions and real-time product demos empower both newcomers and seasoned professionals to keep up with the AV industry’s fast pace.

• A More Inclusive, Specialized Workforce: Solutions have become more complex, increasing the need for specialized roles, inclusive hiring practices, and robust integrator support to sustain innovation across the channel.

Vishal Chhatralia is a senior digital and ecommerce executive with over 15 years of leadership experience driving digital transformation, online sales growth, and innovation strategies in global B2B environments. He currently serves as Chief Digital and Innovation Officer at DCC Technology and Exertis, where he leads global digital, marketing, and product teams. Previously, at RS Components, he held multiple senior roles, including Global SVP of Digital and Innovation, where he delivered record-breaking digital sales growth, scaled agile practices, and earned multiple industry awards for customer experience and marketing excellence.

Dan Smith is Executive Vice President and Chief Operating Officer at Exertis Almo, where he leads strategic growth and operations for North America’s largest value-added professional AV distributor. He previously held senior leadership roles at LG Electronics, where he managed and led national sales and engineering teams across IT, display, and commercial technology sectors. Earlier in his career, he drove market expansion and high-growth initiatives at companies including Samsung, Magenta Research, and Tech Data through product development, channel strategy, and customer-focused execution.