How Dicker Data Supports a More Software-Driven AV Ecosystem
As AV projects scale in size and complexity, distribution is playing a different role in how integrators design, procure, and deliver systems. According to Andrew from Dicker Data, much of that shift is being driven by two pressures integrators face every day: complexity and time.
As Dicker Data’s vendor portfolio has expanded, maintaining service quality has required internal growth. Andrew explains that adding brands also means adding people across sales, product management, inventory planning, and technical support. The challenge is scale without dilution, ensuring partners receive the same level of service whether a distributor manages one brand or many.
One of the most notable shifts Andrew describes is the growing influence of software platforms on hardware decisions. In the AV space, software is increasingly driving what hardware is selected and how systems are designed. Distribution, as a result, must be more deeply engaged with software ecosystems and platforms, not just physical products.
That platform focus now extends into AI. Andrew notes that conversations around AI are increasingly part of day-to-day discussions with partners. While AI capabilities may originate in software, their impact reaches into hardware selection, infrastructure planning, and long-term system design. For Dicker Data, this has meant upskilling internally to better understand where platforms are heading and how those shifts affect partners.
From Andrew’s perspective, distribution is evolving alongside the industry. As AV becomes more influenced by software platforms and AI-driven capabilities, the distributor’s role is less about moving boxes and more about helping integrators navigate complexity, capacity, and change.
This interview was recorded at Integrate 2025.
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