NETGEAR Redefines Collaboration and Surpasses 400 Mark in Partnership Achievements
For several years, a surge in partnerships between AV/IT companies has been a notable trend in the industry. This flurry of collaborations, particularly in 2019 and beyond, was often attributed to the urgent need for manufacturers to swiftly offer full videoconferencing and collaboration solutions. These partnerships were prominently showcased at trade shows like ISE, NAB, and InfoComm.
One partnership, however, stood apart for its strategic timing. In 2019, the NETGEAR logo began appearing in the booths of various manufacturers, and by 2021, the momentum had well and truly gathered pace. NETGEAR announced its 400th partner in March 2025.
AV Technology's content director, Cindy Davis, interviewed NETGEAR's vice president of marketing and business development, Richard Jonker, to discuss the company's entry into the Pro AV sector and its partnership-driven growth strategy.
Davis: When did NETGEAR launch its first Pro AV product and what was it, and what was the go-to-market strategy?
Jonker: NETGEAR debuted its first Pro AV product in 2017 with the launch of the M4300 series managed switches. Designed to support both IT and 1- or 10-gigabit AV over IP installations, the M4300 was the first series of switches pre-configured for multicast video—a new concept at the time. The go-to-market strategy focused on building credibility in the Pro AV sector by collaborating with leading AV manufacturers and integrators, rather than traditional IT channels. The emphasis has since been on education and ease of deployment.
In 2019, a dedicated Pro AV engineering services team was established to support the needs of AV professionals, marking a key difference between NETGEAR and other networking companies that were more IT-centric.
Davis: When did NETGEAR sign on its first Pro AV partner?
Jonker: NETGEAR secured its first official Pro AV partners in 2018, shortly following the initial launch of the M4300 series. The company began building formal relationships with AV manufacturers seeking dependable networking solutions for AV deployments.
Davis: When did the partner strategy become an important business strategy for NETGEAR, and why?
Jonker: The partner strategy became a priority in 2019, as NETGEAR recognized that success in the Pro AV sector required more than just top-notch products—it demanded focus, trust, and interoperability. Both AV integrators and manufacturers were looking for partners who understood their workflows and could provide AV-friendly network solutions that had been tested and certified to work seamlessly with leading AV-over-IP platforms. For broadcasters and production teams, these partnerships offered thoroughly tested, interoperable solutions that simplified deployment while maintaining critical performance and low-latency demands. This strategy helped establish NETGEAR not just as a vendor, but as a trusted partner.
Davis: When did NETGEAR begin ramping up its Pro AV partner program, and what measures were taken?
Jonker: NETGEAR significantly ramped up its Pro AV partner program in 2020. This initiative included the development of a formal channel partner ecosystem, joint marketing initiatives, interoperability testing, and the expansion of the Pro AV Design Services team. The launch of the 1 gigabit M4250 series, featuring AV-friendly design elements like port labeling, pre-configured AV profiles, and a sleek aesthetic suited for AV racks, was also part of the efforts to support and grow the partner network. These actions were all aimed at fostering and expanding the partner ecosystem, with many of the features being the direct result of input from the ProAV VIP council.
Davis: How does NETGEAR work with competitive manufacturers offering similar products?
Jonker: NETGEAR follows an open and agnostic approach, partnering with competitive manufacturers, even those offering their own switches. Many of these vendors prefer to concentrate on their core competencies, such as video processing, audio distribution, or control systems. NETGEAR's role is to provide the core networking infrastructure that enables these solutions to thrive. These collaborations are built on the shared goal of simplifying AV over IP deployments and providing end-users with the best possible experience. Even when overlapping offerings exist, NETGEAR's networking expertise and support services often make it the preferred choice in AV system designs.
Davis: What AV industry trends and technologies fueled the success of NETGEAR's partnerships?
Jonker: Several factors drove the success of NETGEAR's partnerships. First was the industry-wide transition from traditional baseband video (HDMI, SDI) to AV-over-IP, which created a need for high-performance, multicast-capable Ethernet switches. The adoption of standards like SDVoE, Dante, and NDI further fueled the need for compatible, easy-to-deploy network infrastructure. A growing demand exists for simplified user interfaces and pre-configured solutions that minimize the need for IT expertise in AV projects. NETGEAR's investment in creating the NETGEAR AV OS with AV-specific configuration, preset profiles, simple documentation, and white-glove support meets this need perfectly.
Integrators and end-users benefit from these partnerships primarily through fast network design and interoperable solutions. Having NETGEAR switches validated by leading AV manufacturers gives integrators confidence in their deployments. This reduces the troubleshooting burden while ensuring more reliable systems, better performance, and a smoother overall user experience. Additionally, NETGEAR's support infrastructure, including the ProAV Design Services team, provides integrators and end-users with expert guidance when it matters most, ensuring projects stay on schedule and budget.
- The go-to-market strategy of NETGEAR focused on building credibility in the Pro AV sector by collaborating with leading AV manufacturers and integrators, rather than traditional IT channels.
- In 2020, NETGEAR significantly ramped up its Pro AV partner program, taking measures such as developing a formal channel partner ecosystem, joint marketing initiatives, interoperability testing, and expanding the Pro AV Design Services team.
- The success of NETGEAR's partnerships was fueled by several factors, including the industry-wide transition from traditional baseband video to AV-over-IP, the adoption of standards like SDVoE, Dante, and NDI, and a growing demand for simplified user interfaces and pre-configured solutions.
- NETGEAR follows an open and agnostic approach, partnering with competitive manufacturers offering similar products to simplify AV over IP deployments and provide end-users with the best possible experience.
