11 Questions with Manuel Peris
- CEO, DAS Audio Group SL
Manuel Peris, CEO - DAS Audio Group SL
With more than 20 years of experience at DAS Audio, first as Controller and Founder of DAS Audio
America, and then as Financial Director and CEO since 2013, Manuel Peris has nurtured DAS Audio
to bring it to the trailblazing position it occupies today. In an exclusive interview with PALM
+ AV-ICN, Manuel Peris shares his insight on running a family-owned business, the Indian pro
audio trajectory for DAS Audio, his plans to penetrate the pro audio market in India, and more.
1. Tell us about your journey in the pro audio industry? What have been some of the highs and
lows?
I'm excited to share our journey in the pro audio industry. We've been driven by a passion for sound
and a commitment to creating true value for our customers.
One of the highs of our journey was the launch of our line arrays, which was a huge accomplishment
for us and helped establish us as a major player in the pro audio industry. Also, the international
expansion was a key point for us, it allowed us to reach new customers and to keep growing.
Of course, there have been lows as well. The industry is extremely competitive, and we've had to
work hard to stay ahead of the curve.
Overall, I am proud of what we've achieved at DAS Audio and I am excited about the future. We are
constantly pushing boundaries and looking for new and innovative ways to improve our products and
services, and we will keep doing so.
2. As an independent family-owned business, DAS Audio company culture, we would assume was
forged in the early stages itself. What according to you are the greatest learnings and
advantages of being in a family-owned business?
One of the greatest advantages of being a family-owned business is the ability to take a long-term
perspective on business decisions. This allows us to focus on sustainability and stability, rather
than short-term gains. Additionally, the close relationships between management and employees lead
to more effective communication and decision-making.
Another advantage is the strong sense of personal responsibility and ownership. This results in a
dedicated and loyal workforce, as employees tend to feel more connected to a family-owned company.
Overall, our company culture is built on a foundation of close relationships with our customers,
employees, and suppliers. It has allowed DAS Audio to create a strong company culture based on trust
and mutual respect.
3. Are there any concrete changes in how the company is run today?
I can say that the company has adapted to the changing demands of the industry. Today's pro audio
market is more competitive and technology-driven than ever before, and we have had to adapt to stay
ahead.
One of the biggest changes in how the company is run today is the focus on customer service. We have
invested resources to provide our customers with the best possible experience. Additionally, the
variety of profiles within our engineering department, now with software experts, to keep us at the
forefront of technology. We have implemented new technologies such as DSP technologies, such as FIR
filter processing and remote control and monitoring to take our systems to the highest levels of
performance and provide the best sound quality and reliability possible.
4. What according to you are the main milestones in terms of product development in the
five-decade history of DAS Audio?
I am proud to say that we have achieved several milestones in our five-decade history in the
pro-audio industry. One of our most significant achievements was being the first manufacturer of
professional sound systems to use Class D amplifiers, providing our customers with energy-efficient
products 20 years ago. Another major milestone was being the first European company to manufacture
self-powered speakers. We also take great pride in our in-house manufacturing process, where we
produce everything from transducers, wood cabinets, and electronic components in Spain. This is a
noteworthy achievement as it sets us apart from the competition and aligns with our company culture
of producing everything in-house.
The EVENT series is the embodiment of all our milestones. It is easy to use, self-powered, and
efficient. It is a testament to our commitment to constant improvement and providing the best
solutions to our customers.
5. Less than a year ago, DAS Audio revealed its LARA line array system. Can you elaborate a
little on this system. How is it different from other Line Array systems and what benefits does
it bring to the live events market?
The LARA line array system is DAS Audio's flagship product, it represents the future of the company.
With advanced DSP processing capabilities and self-powered technology, it delivers exceptional sound
quality and coverage, while also ensuring increased reliability through continuous voltage and
current monitoring.
The cardioid design offers several advantages such as reduction of sound reflections and
reverberations, sound pressure level reduction on stage, reduction of sound pressure level on the
back of the room, improved intelligibility of speech, and improved performance and coverage.
6. Is it available in India and what has the response been like to this system since it was
launched?
LARA, our flagship product, is not currently available in the Indian market, but we have plans to
introduce it in 2023. We have seen a high demand for this system since its launch and have focused
on making it available to markets where we have a strong customer base, such as Europe and North
America. We understand that the Indian market is growing fast, and we are eager to share our
state-of-the-art technology with Indian customers. However, launching LARA in India requires a
significant investment in customer service and training, as our customers must become experts in
using the ALMA software that controls and manages the LARA system.
7. What is your perception of the global market for pro-audio products and how does India fit
into this global scenario?
I believe that the global market for professional audio products is continuously growing, with an
increasing demand for high-quality sound systems in various segments of the industry.
In terms of India, it is a vast and diverse market with a growing middle class and increasing
disposable income, which presents a good opportunity for the pro-audio industry. We see India as a
key market with great growth potential and we are working on strategies to access the market and to
adapt to it. We are confident that our products and solutions will be well received by the Indian
market, and we are excited about the opportunities that lie ahead.
8. Which unique pro audio product are you currently pushing strongly into the Indian
market?
As the Indian pro audio market continues to grow, we at DAS Audio have been closely monitoring the
industry trends and identifying areas of opportunity. One area where we have already seen success
and have established a strong presence is in the live event industry.
The Event series, our best-selling product line, is a complete solution for live events of all
sizes. The DAScontrol technology allows for easy setup and configuration, ensuring optimal sound
quality every time. The robust and durable construction combined with the different sizes available
in the series make it a versatile option for a variety of event types. Additionally, its great
value-price ratio aligns with the current market conditions in India, making it the ideal product
for us to focus on in the Indian market.
9. In India, in which industry segment (fixed install, rental, touring etc.) do you see most
potential and what is the strategy you are adopting to penetrate this market?
The increasing demand for high-quality sound systems in commercial and public spaces, such as
hotels, malls, and transportation hubs, presents a significant opportunity for our company.
The Integral series includes a range of devices such as amplifiers, processors, and controllers,
that are all interconnected and work seamlessly together to provide optimal sound quality and ease
of use. Additionally, it is designed to integrate with other DAS Audio products such as the Quantum
and WR series, making it a versatile and comprehensive solution for the Indian installation market.
We believe that the growing demand for professional sound solutions in India, paired with the
capabilities and features of the Integral series, positions us well to capitalize on this market
opportunity.
As a company, we have an established presence in the touring segment, thanks to our popular Event
series and we will continue to monitor the Indian market and adapt our strategy to best serve our
customers and stay ahead of the industry trends.
10. According to you, how developed is the Indian distribution for pro-audio per se and what
kind of challenges are you facing (if any)?
I believe that the Indian distribution for pro-audio products is still developing, but it has been
growing in recent years. There are some established brands in the country, but there is still room
for growth and expansion.
One of the biggest challenges we face in the Indian market is creating awareness and understanding
of our brand and products. India is a diverse market with different regions having different
cultures and languages, it requires a strong and dedicated marketing strategy to reach out to the
right audience. Additionally, there can be challenges in terms of logistics and infrastructure,
which can make it more difficult to distribute our products across the country.
Another challenge is competing with established brands and products in the market, it is important
to differentiate ourselves and to show the value that our products and solutions bring to the
industry.
We are committed to overcoming these challenges and we believe that with the right approach and
dedication, we will be able to establish a strong presence in the Indian market.
11. What are your long-term and short-term goals for DAS Audio as a company?
I am proud to say that our company's long-term mission remains the same since we started, with our
family-owned business model, we take a long-term approach to growth and are dedicated to providing
value at every step of the way. Our final goal is to be recognized as a leading provider of
professional sound solutions. We strive to be synonymous with reliability, high-tech innovation, and
profitability for our partners and end customers alike. From manufacturing to training and support,
we are committed to helping our partners and end customers succeed.
Our short-term goal is to continue to expand our manufacturing capacity to meet the growing demand
for our products, while also investing in training and support to ensure that our partners and end
customers can fully utilize and benefit from our solutions. Our focus on providing value is what
sets us apart in the industry and we are confident that it will lead to our continued success.