Manufacturer Musings: Dr. Andreas Lermann, Work Microwave
Andreas Lermann of Work Microwave agrees UHD and HDR will be big topics this year. His trade show pro tip? Don't try to do everything yourself.
Name: Dr. Andreas Lermann
Job title: Sales and marketing Director
Company: Work Microwave GmbH
Number of IBC's you've attended? This year will be my ninth IBC.
What do think will be the big technology trends at this year’s IBC?
We at Work Microwave expect this year’s IBC show to be “motion picture-centric”, with an emphasis on virtual reality and video encoding related topics like UHD and HDR. From an equipment manufacturer’s point of view, we don’t usually play in the realm of “hype” technologies. Rather we strive to present technology advances that pave the way for consumer-facing trends.
What will your company be highlighting at IBC?
Work Microwave will debut greater design options for frequency converters based on market demand. Our new offerings are all about enabling operators to choose the best approach for their specific needs and requirements. On display will be our modular converter series for higher frequency applications, as well as an integrated, compact alternative that is perfect for classic IF frequency bands.
We’ll also be showcasing new additions to the A-Series FPGA-based family — including the AX-60 IP Modem, AR-60 IP Demodulator, and AT-60 IP Modulator high-performance platforms for IP trunking and IP network infrastructure applications.
Additional highlights at our stand will include developments in wideband technology (both modulator and demodulator) targeting up to 2Gbps data stream capability end to end.
What do you think is the biggest challenge facing the TV industry right now?
One of the greatest issues facing the TV industry is how to merge with the telecommunications market. There is a need for an integrated landscape that does not differentiate between service types. As a leading technology provider, we recognize that an all-IP-world must come to life, but in the end that seamless access also needs to be visible from the user perspective.
Given that the RAI is two meters below sea level, what is your business doing to address climate change?
Work Microwave follows green policy principles (e.g., we produce nuclear-free, long-life equipment) and makes an effort to be environmentally-conscious during the manufacturing processes.
What are your top tips for trade show survival?
It’s important to have a reasonable-sized team at the show to share the meeting schedule and walking the floor. Personally, I find the energy of the show motivating.
Your favourite place(s) in Amsterdam to unwind and why?
A boat cruise is always a nice way to unwind. I also recommend hopping on a bike to explore the city a little.