Commercial Integrator January 2023 - 15

audiovisual and information technology.
I can tell you that each department supports
the other not only on our business
operations but also on almost all projects.
Most of the AV techs know more basic IT
networking than the IT techs know basic
AV systems. I don't believe AV companies
need to become IT companies, but they
do need IT-knowledgeable AV techs to
integrate current AV systems.
CI: As AV systems increasingly move
onto the network, are there additional
opportunities or openings for AV
integrators and MSPs to cooperate,
leverage each other's competencies
and synergize?
PARISI: Personally, we are already doing
this. It used to be that MSPs did not know
all that much about security. But, nowadays,
" everyone " knows about security.
AV integrators are a bit behind that curve
(i.e., they know what they know, but
they don't know what they don't know).
Technically, it is wise to properly segment
LANs using VLANs and mature firewalland
switch-based security. AV manufacturers
are only beginning to think about
how secure their devices actually are. IoT
has similar issues of its own. Security is
not a " one-and-done " but, rather, more a
do-do-do.
BODNER: No doubt. It's at the very least
a good move for both. And IT companies
will find it easier to resell AV products than
AV integrators will find it becoming a fullblown
IT service provider. So, rather than
risk losing business to MSPs, the AV guys
better be ready to partner.
BLOOMFIELD: Absolutely. For many AV
integrators, finding an MSP to partner
with could be extremely helpful. This MSP
could help in all the network design and
implementation, and in the most important
part: securing the environment. The
days of AV integrators coming into an
office and setting up rogue routers and
network devices has to come to a stop.
Most MSPs will simply block IP traffic to
these rogue devices anyway, making for
a service call on your end to troubleshoot
an issue that could have been avoided by
simply working with the IT provider.
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SWITZER: Besides the largest AV integrators
that develop the skills in-house, I
believe that most AV integrators should,
and will, partner with a local MSP or IT
service company to guide them through
proper network integration. Though many
companies receiving the installation will
already have an IT company or level of inhouse
expertise, those that do not, or that
are in the market for change, will be open
to engaging the IT company that the AV integrator
suggests working with. Likewise, a
well-trusted MSP will be able to suggest an
AV integrator to the customer, who then will
have immediate trust and confidence. The
synergies created by these partnerships will
help to grow both companies. But I don't
see how it could be exclusive on either side.
SALICETTI: Absolutely. Any current AV system
needs to integrate into the IT network
- preferably, via its own VLAN for ease
of management and operation. In many
cases, bandwidth requirements impact the
IT infrastructure (e.g., IPTV).
CI: What is your assessment of AV
integrators' readiness to handle enterprise-grade
cybersecurity standards and
deploy network-based systems?
PARISI: There may be some out there
that think they are ready. And the majority
may think they know it. We see that
with many MSPs, as well. But security is
just not that simple. In the government
and financial spaces, there will be not
only separate physical networks but also
completely different infrastructure. Top-tier
AV integrators that government and
financial customers would hire are more
than likely capable of meeting the need.
The issue comes the next level down and
below. Again, it just isn't that simple.
An unperceived problem is treated as
" not a problem. " This is the point where
many AV integrators are today. Here is
the question I will leave you with: Are AV
integrators willing to tell their customers
they have to spend more money to be
secure? That will be a hard conversation.
BODNER: I am sure there are some who
are ready, but, for the most part, the AV
equipment vendors (and the equipment
itself, in some cases) are not ready. CMMC
[Cybersecurity Maturity Model Certification]
and other compliance standards are
in flux, changing as the industry evolves
and as threats grow. And the AV suppliers
will need to become compliant and
be prepared to remain compliant. This
is another reason why partnering with IT
companies will be good for the AV guys.
BLOOMFIELD: AV integrators are not
IT providers, and many do not have the
readiness or ability to handle enterprise-grade
cybersecurity standards. Most
AV integrators do not understand security,
as there has been zero need until recently.
Therefore, again, it is important for most
to work along with an IT provider to help
in this area.
SWITZER: The AV integrators that I've interfaced
with have field techs who barely understand
IP networking, if they understand
at all. With this lack of expertise in the field,
the standard that the installation is judged
by is, " Does it work? " That is not a standard
of security, compliance or efficient delivery
of content. A basic understanding of IP networks
is the first hurdle for integrators to get
past. And, without industry growth toward
competence, there can be no reasonable
expectation of the security of the installed
solution. As such, the industry, in general,
is not ready for meeting the demands of
cybersecurity compliance. This all comes
back to the customer. We, as IT providers,
need to educate them to understand what
questions to ask of other vendors who
interface with their network. If the customers
start demanding secure installations of
IP-enabled systems, the industry will have to
adapt to the new demand.
SALICETTI: I feel that most AV integrators
are not handling cybersecurity because
they feel it's up to the client's IT department
to set the cybersecurity framework
on the AV network. However, integrators
that have IT staff in house would benefit
from understanding the cybersecurity standards
that each industry or client follows,
as well as for their own operations. NIST
[National Institute of Standards and Technology]
Cybersecurity Framework would
be a good start for AV integrators to follow
internally to close the gap to readiness.
JANUARY 2023 Commercial Integrator
15
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Commercial Integrator January 2023

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