Symetrix, the US-based digital signal processing specialist, has been added to Audio-Technica Europe’s (ATE) distribution portfolio for Turkey in a move that sees both companies seeking to strengthen their presence across the country’s installation sector.
ATE plans to showcase the brand at an event in Istanbul in late November, with a roadshow of Turkish cities to follow shortly after.
“We became aware that Symetrix would be a perfect fit to support our existing product range, especially in the installation business,” explains Onur Esame, ATE’s business development manager, Turkey, who joined the company in January as part of ATE’s move to enhance its market coverage and connections with Turkish systems integrators. “A one-day training session organised by Symetrix in August confirmed our belief that the brand would be a fantastic addition to the roster.”
Audio-Technica and Symetrix have previously collaborated on Symetrix’s upcoming software release SymNet Composer 3.0, which will deliver integration of Audio-Technica’s Dante-capable ATND971 microphone into the DSP range. Esame (pictured right) comments that he expects the partnership to “deliver a boost for the adoption of Dante throughout Turkey”.
“Dante – and for that matter CobraNet and AVB – is still developing in terms of its use in the Turkish market,” he says. “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.”
Mark Ullrich, international sales manager at Symetrix, adds: “Audio-Technica Europe has really hit the ground running when it comes to Symetrix in Turkey, and their views on the potential for quality, cost-efficient DSPs coincide precisely with those of Symetrix. Working together over the months and years ahead, we have no doubt that we can dramatically increase Symetrix’s profile throughout the country’s rapidly growing SI community.”