During this episode of Tech Qualified, we talk with Rafael Fonseca, Vice President of Product Management and Marketing at Artel Video Systems. Rafael Fonseca discusses what Artel has brought to the industry in the last 30 years, what it means to them to be ‘good citizens,’ what Artel is accomplishing on the product and marketing side, how they are embracing IP, and how IP is benefiting end-users in the broadcast industry.

Episode Highlights:

 

• Rafael Fonseca shares some of his career experience and his current work. 
• Who is Artel’s ideal customer and how do they help them?
• How is the industry changing and how have standards been implemented?  
• What does IP open up for the end-consumer? 
• How does Artel compare to competitors?  
• What is Rafael up to on the product and marketing side? 
• What is happening these days between broadcast and IT?
• What is Rafael’s mindset on how to differentiate the company from competitors?  
• How does Artel develop data and content? 
• Are they doing a lot of one-to-one content?  
• Do they leverage content writers internally or externally? 
• Once marketing assets are available, what is the communication across teams? 
• Is he finding that customers need more information to make decisions? What about buying committees?  
• What are some of the major marketing initiatives that Artel is gearing up for?

3 Key Points:

1.   Artel aids broadcasters and media companies to transport their content from the venue and the contribution side of things all the way to the distribution as well as organizations that are media generators, broadcasters, and live events. 
2.   End-users will benefit from IP by seeing the quality and richness of information being better, improved data and social media experiences, more personalized experiences and more interaction.  
3.   Sales channels that Artel rely on include: direct channels, a direct sales force, partners, and end-customers.