Powering Visibility: Identifying Control Room Growth for a European Display Leader

How we helped a top-tier Pro AV brand map global opportunity and sharpen its strategy in the complex world of control rooms. 

The challenge: An opportunity hidden in complexity 

A leading European display manufacturer, long respected in the industry, had ambitions to expand its footprint in the control room space. However, despite its strong technology offering, the brand lacked a clear view of the market’s full potential.  

With multiple sub-verticals, each with distinct needs, budget profiles and technology preferences, the company faced uncertainty around where and how to compete. It needed a deeper understanding of shipment dynamics and the competitive landscape in order to achieve sustainable growth. 

The objective: Clarify the landscape and guide the strategy 

To inform go-to-market planning and support investment decisions, the client engaged our Consulting and Advisory team with three key goals: 

Our approach: Vertical insight meets technological foresight 

Our task began with a global market analysis of control room deployments. Our team explored installed bases, typical upgrade cycles and capital budget ranges. We then segmented the space into key sub-verticals, which included government and military, transportation, energy and utilities, corporate, and others. Each had its own drivers, procurement models and solution requirements. 

Across EMEA, the Americas and APAC, we examined regional nuances. Our processes identified where investment was accelerating, where it was stagnating, and where it was shifting towards emerging use cases, such as remote operations and AI-enabled situational awareness.  

At the technology level, we also delivered focused snapshots covering rear-projection cubes (RPC), tiled LCDs, LED video walls and video wall controllers. Each was benchmarked by growth outlook, value perception and compatibility with modern control room needs. 

Crucially, we mapped the competitive landscape, detailing which brands were dominant in which sectors, how they positioned themselves, and where the clear space existed. This helped the client not only understand who they were up against, but also how their own proposition could be recalibrated to meet specific market demands. 

The result: Repositioned for leadership 

Equipped with a multidimensional understanding of the control room market, the client has successfully repositioned itself as a key supplier in this high-stakes vertical. Displays and controllers from the brand are now being actively specified across government, transport and energy projects globally. 

With a refined commercial strategy and sector-specific go-to-market playbooks, the brand is no longer exploring the opportunity, it’s owning it as a leader. 

Learn more about our Consulting and Advisory services here, or talk to us today to find out more.