The AV industry is entering a new era where interconnected systems, smart living, and immersive experiences define success. In the Middle East, this evolution is being shaped by rapid urbanization, a young tech-driven population, and increasing demand for seamless, scalable, and sustainable solutions. Meeting these expectations requires more than products, it calls for collaboration, innovation, and deep regional expertise. In this exclusive joint interaction with The Catalyst, Nicolas Cox, Managing Director at NMK Electronics, and Nittin Dargan, Regional Director at Bose Professional, discuss the trends driving adoption, the importance of training and partnerships, and how their collaboration is transforming professional AV experiences across the GCC.
From NMK’s perspective, what key trends are driving the shift toward interconnected AV environments, and how are clients approaching adoption?
Across the Middle East, clients are increasingly prioritizing seamless experiences where audio, video, and control systems work as one. We’re seeing strong demand in sectors like hospitality, retail, and corporate spaces where technology is expected to be invisible yet impactful. Clients are approaching adoption with a clear focus on scalability, sustainability, and user-friendly integration that enhances customer engagement without adding operational complexity.
Smart homes and connected living are growing rapidly worldwide. What key trends are driving consumer adoption in the Middle East?
In this region, consumers are embracing smart living not only for convenience but also for lifestyle enhancement. Factors such as growing urban development, a young and tech-savvy population, and increasing interest in energy efficiency are accelerating adoption. We’re also seeing greater demand for systems that integrate entertainment, security, and automation under one simple interface.
Could you elaborate on NMK’s partnership with Bose Professional and how it empowers your teams and clients?
Our partnership with Bose Professional combines Bose’s global expertise in premium audio with NMK’s regional strength in distribution, technical support, and training. Together, we deliver solutions that are not just products, but complete experiences for our clients. This collaboration empowers integrators and end-users with reliable solutions, strong after-sales support, and the confidence to design immersive spaces.
With new entrants and disruptive technologies entering the GCC market, what is NMK’s approach to maintaining leadership?
We stay ahead by combining innovation with agility. Our strategy involves continuous investment in training, expanding solution-based portfolios, and collaborating closely with clients to anticipate their evolving needs. By leveraging strong partnerships like with Bose Professional we ensure that our solutions are always differentiated by quality, reliability, and local expertise.
How important is it to go beyond sales and invest in partner training? Could you share recent initiatives?
At NMK, training isn’t just an add-on it’s at the core of how we build lasting value. This year alone, we have trained over 3,500 professionals across the GCC, delivering more than 110 sessions that combine certifications, hands-on workshops, and solution-focused demonstrations. Our NMK Beyond Experience Center serves as a hub for these programs, allowing integrators and consultants to gain practical insights on deploying AV and IT technologies in real-world environments. By empowering partners with knowledge, we strengthen the entire ecosystem.
What role do you see AI and automation playing in professional AV solutions in the Middle East?
AI and automation are transforming how AV is experienced making systems more intuitive, predictive, and personalized. From intelligent sound calibration to automated meeting setups, these innovations reduce complexity and improve reliability for end-users. In the Middle East, where demand for high-quality, connected experiences is strong, we see AI as a critical enabler of smarter, more impactful solutions.
How does Bose Professional tailor its global strategy for the GCC market, and what role does collaboration with NMK play?
The GCC market demands discreet yet powerful solutions that blend seamlessly into high-end environments. Bose Professional adapts its portfolio with an emphasis on compact form factors, scalable performance, and designs that respect architectural aesthetics. Collaboration with NMK ensures these solutions are delivered with local expertise, deep market knowledge, and on-the-ground support that builds client confidence.
What differentiates Bose’s sound solutions from other brands in immersive and ambient design?
Bose solutions are distinguished by their ability to combine precision engineering with emotional impact. The focus is not only on delivering sound but on creating atmospheres—whether it’s an intimate hospitality setting or a dynamic retail space. This balance of technical excellence and human-centered design sets Bose Professional apart in crafting truly memorable experiences.
With increasing demand for experiential retail and hospitality in the Middle East, how is Bose aligning itself with this trend?
Bose Professional is aligning by developing audio solutions that seamlessly integrate into architectural spaces while enriching the overall customer journey. The focus is on creating immersive soundscapes that elevate storytelling, drive engagement, and enhance the atmosphere without compromising design aesthetics. Together with NMK, we ensure these solutions are tailored to the region’s growing demand for premium, experiential environments.
With GCC retail and hospitality sectors emphasizing immersive environments, how is Bose evolving its go-to-market approach?
Bose Professional is shifting towards a consultative, solution-driven model that emphasizes collaboration with integrators and end-users. This includes deeper investment in training, more robust regional support, and co-creation opportunities with partners. By aligning with NMK’s distribution and technical capabilities, we’re ensuring that businesses in the region can achieve best-in-class results with confidence.
The conversation highlights how the convergence of advanced AV technologies, strong regional expertise, and strategic partnerships is reshaping experiences across the Middle East. From immersive retail and hospitality environments to the rapid adoption of smart living and AI-driven solutions, the focus is firmly on delivering seamless, scalable, and impactful systems that go beyond functionality to create meaningful engagement. By combining global innovation with local insight, the AV industry in the region is not only meeting today’s expectations but also laying the foundation for a more connected and experiential future.
