CONTENTS FEATURES OCTOBER 2021 VOLUME 11 NO. 10 22 | Virtual Production Technology LED wall technology being used in film and television production can be applied to many disciplines. By Zachary Comeau 26 | Customer Technology Needs & Budgets We break down a My TechDecisions and NSCA customer survey to better understand how technology managers are thinking about technology. By Alyssa Borelli 32 | InfoComm Preview InfoComm returns after a yearlong hiatus and we discuss what attendees will get out of the show, safety measures and more. By Alyssa Borelli FROM THE EDITORS 4 | Ed Note By Jonathan Blakwood 40 | Final Thoughts By Zachary Comeau 32 VIEWPOINTS 12 | AV Brains & Brawn The roles of buyers, marketing and sales in the integration industry are evolving. By Alan C. Brawn 16 | Service Desk How integration firms can scale up quickly internally and for their customers. By Dawn R. Sizer 18 | AV as a Business These 5 habits of successful start-up integration firms will help SMB integrators grow. By Eric Morris ON THE WEB › Projects Check out this month's projects at commercialintegrator.com/ category/projects › Resources Dive deeper into trends and topics at commercialintegrator.com/ resources › Newsletters Subscribe to our free newsletters at commercialintegrator.com/email CI TO-DO LIST InfoComm Southeast Asia Oct. 20-22 Bangkok, Thailand www.infocomm-sea.com 18 2 Commercial Integrator OCTOBER 2021 InfoComm 2021 Oct. 23-29 Orlando, Fla. www.infocommshow.org Total Tech Summit Nov. 17-19 Orlando, Fla. www.totaltechsummit.com Almo Hybrid E4 Virtual Nov. 30 Dallas, Texas www.e4experience.com/ commercialintegrator.com @commintegrator facebook.com/ commintegrator youtube.com/user/ commintegrator linkedin.com/ groups/4493761 NEWS 6 | CI News in Brief 8 | People + Places 10 | #TechTrending FYI 36 | Markets Government 38 | Products 22 LOOKER_STUDIO/STOCK.ADOBE.COMhttp://www.commercialintegrator.com/ http://www.facebook.com/ http://www.youtube.com/user/ http://www.commercialintegrator.com/ http://www.linkedin.com/ http://www.commercialintegrator.com/email http://www.infocomm-sea.com http://www.totaltechsummit.com http://www.infocommshow.org http://www.e4experience.com/ http://www.commercialintegrator.com