Digital signal processing specialist Symetrix has been added to Audio-Technica Europe’s (ATE) distribution portfolio for Turkey. ATE plans to showcase the brand at an event in Istanbul in late November, with a roadshow of Turkish cities to follow shortly thereafter.
Onur Esame joined ATE as business development manager, Turkey, in January 2014. Operating out of a new liaison office in Istanbul, Esame and team have spent much of the year actively searching for new brand partnerships – a process that led them to US-based DSP pioneer Symetrix.
“We became aware that Symetrix would be a perfect fit to support our existing product range, especially in the installation business,” says Esame. “A one-day training session organised by Symetrix in August confirmed our belief that the brand would be a fantastic addition to the roster.”
There are already significant connections between Audio-Technica and Symetrix – most pertinently in terms of Symetrix’ upcoming software release, SymNet Composer 3.0, which will deliver integration of Audio-Technica’s Dante-capable ATND971 microphone into the DSP range.
“Dante – and for that matter CobraNet and AVB – is still developing in terms of its use in the Turkish market,” Esame explains. “It is therefore our conviction that the most effective way to increase sales of networking-capable solutions is to keep everything as simple as possible. With SymNet Composer 3.0 supporting our Dante mics, Symetrix DSPs will help systems integrators a lot with more straightforward installations.”
He adds: “Turkey is a strongly price-driven market with, at this point, relatively few people educated in audio. Price-effectiveness and ease-of-use are therefore important considerations, and we believe that these qualities can be found in abundance in the full range of Symetrix processors, including Jupiter, the line of fixed architecture, app-based DSPs, and Radius AEC, the award-winning low-latency conference DSP.”
A Symetrix product showcase is scheduled to take place in ATE’s Istanbul office from 26-28 November, while a two-week roadshow – set to visit at least half-a-dozen of Turkey’s major cities – will follow once all demonstration and catalogue translation set-up are complete.