Jerry Gepner: From mechanics to intelligence

Two questions are often asked before trade fairs: Will we be seeing any genuine innovations this year? And will any companies set new standards or trends? Jerry Gepner, CTO of the Vitec Group – to which Sachtler belongs – has made it clear in an interview at Sachtler’s IBC stand that there are no longer cross-the-board or one-dimensional answers to these questions. He’s in a good position to know, as it’s his job within the Vitec Group to look beyond the company’s current activities to where its potential lies. In the process the American sees a lot further than just the technological trends and developments. “The main point is to recognize what is happening out there in the real world and to analyze the potential consequences for our business and the relationships that could result.” But that’s just one side of the coin. “These days, to keep ahead of the competition, a company must invest in the right cooperative activities and partnerships” Jerry Gepner explains.

The Vitec Group offers the cameraman all the tools he requires to set his camera in motion. “In the past, the success of a product depended primarily on its mechanics. Today the secret to success is to make a product intelligent. Software has become one of the linchpins: Users these days usually buy a platform, as compatibility is increasingly established through software.” Flexibility and modularity also play important roles. “Camera operators want to put together their own equipment instead of being restricted to a fixed standard or running the risk of investing in a technological dead end.” He mentioned anexample of such flexible and extensible product: the new modular and multifunctional camera support tool SOOM from Sachtler.

Metadata is also becoming extremely important to the industry. “Metadata means to our branch what Google means to the internet. We need to offer products with integrated tools that supports metadata and enables the content data to be categorized, edited, distributed and searched,” adds Jerry Gepner. This could include, for example, the integration of GPS or meteorological data.

For Gepner, the way ahead is clear: “We have to act at all times as if we were newcomers to the branch. This means identifying the demands and operating environment of our constantly developing and increasingly diffuse target groups and to draw the right conclusions from this for the development of products that answer the market’s needs.”