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Welcome to this series highlighting some of the manufacturers and brands that will be featured on the show floor at ISE 2025. As we gear up for the event, we wanted to share a preview of what these companies are bringing to the table — from new products to insights about their focus for the show. These conversations offer a closer look at what you can expect and a chance to get to know the people behind the brands before the doors open in Barcelona. This interview is with ADI Icron’s Thomas Schultz, senior business manager.

Q: Why is ADI Icron exhibiting at ISE this year?

A: As the largest Pro AV show, ISE offers a unique platform for Icron to showcase our cutting-edge products and strengthen our relationship with integrators and manufacturers. This year we’re excited to preview new USB 3 extension products that reduce the form factor by 70% and reduce the power draw to only 2 watts, making them more efficient and versatile than ever. For USB-C, we’re introducing an industry-first solution that extends both 4K video and USB 3 over a single CAT cable, which we believe will transform the way AV systems are designed and deployed.

Q: What trends do you think we’ll see on the show floor, and how is your company positioned to capitalize on these opportunities?

A: At ISE 2025, we’ll see even more emphasis on AV-over-IP solutions and products servicing the UCC market. More discussion and solutions featuring USB in general due to the prevalence and necessity to support the latest and greatest UCC infrastructure. USB-C is a hot topic that has been top of mind for our partners and integrators, and we’re excited to preview our USB-C innovations. Like we’ve done for longer than I’ve been a part of Icron (15 years), Icron will continue to innovate and solve the problems around USB 3 and USB-C transport across LANs and long distances.

Q: What new products or solutions are you showcasing at ISE and how do they address current industry challenges?

A: We are previewing two upcoming solutions at ISE 2025. The first is our third-generation USB 3 extension product, which builds on our success since 2018. With this product, we’re reduced the form factor and power consumption and eliminated the need for expensive FPGA based logic—removing significant barriers to widespread USB 3 adoption. Second, we’re introducing a USB-C solution that extends both DisplayPort ALT mode video and USB 3 (5Gbps) over a single 100m CAT 6a cable. No one else in the industry is doing this and it’s ideal for extending connections between the newer UCC solutions from vendors like Neat, Cisco, and Logitech which can all leverage USB-C single cable connectivity. Currently, if you want this kind of connection, you must settle for DisplayLink video or USB 2, neither of which are ideal.

Q:  How is your company expanding its global presence besides exhibiting at ISE 2025?

A: We’re dedicated to expanding our global presence through education and collaboration. Recognizing a knowledge gap in the industry around USB and USB-C technologies, we’re working closely with our partners to provide tailored training, from general overviews to in-depth technical sessions. If your company wants to learn more, they should reach out and we can do a live webinar! Icron also recently re-launched its website! It’s now much easier for customers and partners to navigate our products and technologies. We’re also adding more helpful resources, including direct links to firmware updates and tools, to better support our integrators and partners around the world!

Q: Why should ISE 2025 attendees visit your booth?

A: Attendees should visit our booth to see the latest in a long line of USB extension products including new small economical USB 3 Extenders and USB-C extension supporting Video and USB across a single cable. We’ve worked hard on these solutions, and we are excited to share them with all the attendees that make the trip to Barcelona! In addition, we’ll have our established product lineup on display, including the unique Polaris 7044 USB 3 Matrix Switch. We’ve put a lot of effort into these solutions, and we can’t wait to discuss how they can address your unique challenges.

Q: Anything else you’d like to add?

A: At ISE 2025, we’re not just showcasing products; we’re also excited to engage with the industry, exchange ideas, and listen to the challenges our partners and customers are facing. We believe that innovation doesn’t just come from us—it’s a collaborative effort. Our team will be on hand to discuss how we can support your specific needs, whether it’s through product development, training, or tailored solutions. So, don’t hesitate to stop by stand #5B200 and chat with us. We look forward to meeting with both new and existing partners and continuing to push the boundaries of what’s possible with USB, USB-C and AV-over-IP.