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60Seconds: Frank Frederiksen, Barix

Q: What is your new position, and what does it entail?

Q: What is your new position, and what does it entail?

A: As COO , my focus will shift to a stronger link between defining products and bringing them to market. I’ll continue to oversee product management and work to strengthen the company’s focus on complete solutions and better vertical integration. Additionally, I’ll work to enhance company operations, with a focus on logistics, manufacturing and fulfillment to better meet customer demand.

Q: How has your background prepared you for your new role?

A: I have experience prior to Barix in product and program management, and how that aligns with company development. I understand the strategic element of defining products and bringing them to market, as well as the physical aspects of it that tie to production planning, ramp up and execution.

Having been here at Barix for 18 months in a VP role, I have had the opportunity to study the products we have today, how are we delivering them, and have met many of our loyal customers. I have been listening intently to our customers, so I can effectively apply what they are requesting from an operational point of view.

Q: What new marketing initiatives are we likely to see from the company?

A: The various industries and verticals we work across, including pro audio and AV, will see Barix making IP simpler. This includes both the products we make and the surrounding IP ecosystems. We want people to use IP without feeling like they must be IP experts. We have made our first significant achievement with our new Simple Paging solution, and we will continue that further down that road.

It’s important to note that the features and flexibility that many long-time customers know from Barix will remain. Those who want to dive in and get their hands dirty with software programming, IP routing and other technical aspects can still do that, but the main initiative you will see from Barix in the coming months is to provide our customers with simple plug-and-play options.

Q: What are your short- and long-term goals?

A: The short term is about bringing more flexibility to the production environments, and minimizing lead times without reducing choices. Longer term, it’s about bringing these more simple IP products and solution to the various markets we support. It is a new philosophy that will gradually roll out across these different spaces.

Our message for the pro audio market is that Barix will make it easy to set up, configure and reconfigure IP solutions. This is especially useful for pro audio events that move from location to location. We want to provide a solution that our customers can quickly put together without compromising anything. The idea is to move the complexity into the background without hindering functionality, flexibility and quality.

Q: What is the greatest challenge that you face?

A: This mentality of bringing products to customers in another way. Barix is historically a company that caters to IP experts, and we’re working to make our solutions far more mainstream. We want Barix to be an ideal choice for businesses that need our solutions even if they are not in IP. We want businesses to focus on their specialties, and allow us to handle the IP side. It is a challenge to change a long-established way of thinking, but the entire team is committed to making IP simple for our customers.