Article posted on August 3, 2012

Photo: Marcel Gonska, CEO/Founder of WLC GmbH

Video consulting company optimises TV products in the high-definition age

After a long introductory phase, high-definition TV has become very popular in Europe. Hardly a day goes by without the technology press reporting on the introduction of new HD programmes or broadcasting of existing programmes in HDTV definition. The distribution models range from traditional forms of transmission such as satellite (DVB-S2), cable (DVB-C2) or terrestrial (DVB-T2) down to new content delivery systems like IPTV, Internet Television or Video on Demand (VoD). Despite the permanent increase of new HD content, many TV and video products are frequently not adequately fitted for optimum HD transmission and thus prevent the manufacturers from increasing the brand image, and in the end, increasing the sales figures by good test results and a marketing communication aligned to the correct target group.

For four years now, WLC GmbH has been one of a small number of internationally active and independent video consultancy companies carrying out product optimisation for manufacturers of entertainment electronics and helping the consumer electronics industry to implement quality and to support brand and sales. As a connecting element between the film and broadcasting as well as the consumer electronics industry, the company based in Rösrath near Cologne helps appliance manufacturers to optimise high-definition receiving and reproduction devices in the area of image and sound quality, connectivity and user-friendliness. CEO Marcel Gonska explains: "Normally, our customers have two objectives: firstly boosting sales and secondly increasing the brand image. Both objectives are closely connected with one another, although missing resources and a lack of trained personnel often lead to products not being optimally adapted to local market situations and high requirements of European installers and customers and the objectives therefore not being achieved."

This is precisely why WLC's service model is based on three pillars: R&D service, MARCOM service and Training/Education. In the field of R&D, i.e. research and development, the consultancy company helps to optimise the product in cooperation with the engineers, so that it shows the best performance both at the POS in the shop, in the product tests with the technical press and finally with the customers – also as far as operation and connectivity and SMART TV applications are concerned. The MARCOM service contains production of marketing strategies together with the trade and corporate marketing departments, in order to communicate the product performance successfully to the press and the trade. Finally, WLC GmbH develops the coaching programmes, in which both employees as well as distributors, promoters and traders are coached in the new products. Only if complete bidirectional communication exists in the company, can there be assurance that the brand image, and in the end, the sales will increase.

Extensive information can be found under http://www.wlc-online.net