THIS IS A PROMOTED POST

By TD SYNNEX

The commercial AV industry has hit a turning point. Single-vendor solutions that once dominated conference rooms and corporate campuses can’t keep up with what businesses need now. Companies want technology that works together seamlessly: video conferencing that integrates perfectly with displays, room controls that manage everything from one interface, and audio systems that adapt to any space configuration.

This shift has made vendor alliances more than just nice-to-have partnerships. They’ve become essential for delivering the integrated technology ecosystems that modern workplaces demand. These strategic collaborations are changing how AV/IT solutions get built, sold and supported, opening up possibilities for better integration, enhanced functionality and experiences that actually work the way users expect them to.

Understanding Vendor Alliances in the AV/IT Context

Think of vendor alliances as something deeper than typical partnerships. These aren’t just handshake deals where companies agree their products should work together. Instead, they’re formal collaborations where manufacturers actually build solutions together, share engineering resources, and coordinate how they bring products to market.

The difference matters. When a videoconferencing system needs to talk to a display, audio gear, and control system, you want those connections designed from day one, not patched together later with workarounds and adapters.

Smart vendor alliances combine what each company does best. One partner might excel at displays, while another is great at videoconferencing and collaboration technology. Together, they can create solutions neither could build alone, get them to market faster and offer better value to everyone in the market.

Case Study: How Logitech and Samsung Built Something Better Together

The partnership between Logitech and Samsung shows what happens when two industry leaders decide to go beyond surface-level compatibility. This collaboration recently celebrated five years of partnership in videoconferencing, combining their industry-leading solutions to enhance workplace collaboration and productivity.

You can see the depth of this relationship in how they operate. Samsung executives take the stage at Logitech’s sales kickoff events. Both companies train their sales teams on the same messaging and product strategies. The partnership is so integrated that when you enter Logitech’s corporate office, you see Samsung technology everywhere, from the wall displays that greet visitors to the desktops and Samsung displays in conference rooms.

What makes this alliance unique is the breadth both companies bring. Logitech provides video conferencing and personal workspace solutions “for all people, all spaces,” while Samsung matches that range with display technologies. Together, they give organizations “a streamlined, consistent way to deploy, manage, and monitor across the spectrum of scenarios.”

The partnership delivers real solutions for modern workplaces. Take the Logitech Rally Bar, which can connect to multiple Samsung displays to naturally increase engagement levels. One screen can show everyone who’s remote, another displays content, and a third serves as an interactive display where people can whiteboard and collaborate directly, with everything shared seamlessly across the room.

Businesses can leverage Samsung’s HD displays with Logitech’s conferencing cameras and audio systems to achieve crystal-clear video and sound, helping remote and in-person participants feel like they are in the same room. Samsung interactive displays also enable teams to connect, share ideas, and whiteboard on a single screen.
The alliance has evolved to support new workplace trends too. “Hot desking,” where employees can choose their workstation for a given day rather than having assigned desks, is supported by Samsung monitors that work easily with Logi Dock Flex. This allows employees to quickly plug into any available desk and start working immediately.

“Our partnership with Samsung is founded on shared values such as drive for innovation and focus on customer needs,” said Sudeep Trivedi, head of alliances and go-to-market at Logitech. “We collaborate to address challenges and anticipate the evolving needs of almost every industry.”

The technologies these companies jointly provide have become “the core lifeblood of an organization today,” ensuring that whether employees are working from home or in the office, each person feels included in the conversation through solutions that “level the playing field” for hybrid collaboration.

Additional Alliances Driving Innovation

While the Samsung–Logitech partnership is a powerful example, it’s not the only alliance shaping the AV landscape. Other collaborations are delivering integrated solutions that help organizations simplify hybrid work, enhance collaboration, and accelerate deployment.

LG + Jabra: The two brands have teamed up to create “Express Install” Microsoft Teams Rooms bundles featuring LG UR640 displays and the Jabra PanaCast 50 video bar system. With Salamander Designs’ tabletop stand included, these kits can be set up and running in under 90 minutes — making enterprise-grade meeting spaces easier to deploy and manage.

Owl Labs + Lenovo: Pairing the Owl Labs Meeting Owl® 3 with Lenovo’s ThinkSmart Tiny Kit brings AI-powered 360° video and speaker tracking to Microsoft Teams Rooms. The result is productive, inclusive hybrid meetings that are easy for IT to manage while freeing up participants’ laptops.

Owl Labs + MAXHUB: This alliance combines Owl Labs’ Meeting Owl® 3 with the MAXHUB XCore Kit, turning huddle rooms and small meeting spaces into fully equipped Teams Rooms. With one-touch join, AI-driven auto focus, and reliable in-room compute, it delivers an affordable, scalable path to hybrid collaboration.

ViewSonic + Microsoft Surface: As the first monitors certified in the Microsoft Designed for Surface program, ViewSonic’s VG and VP series displays connect seamlessly to Surface devices. With USB-C single-cable connectivity, ergonomic design, and Pantone-validated color accuracy, they enhance both home offices and creative workspaces.

ViewSonic + Microsoft Teams: Through its TeamJoin™ solutions, ViewSonic offers certified Microsoft Teams Rooms bundles that integrate compute, control, and video bar systems. From budget-friendly kits to ultrawide displays and Direct View LED walls, these solutions scale across meeting rooms of any size while promoting inclusivity and efficiency.

Together, these alliances show how vendors are moving beyond compatibility to co-create solutions that reduce deployment complexity, enhance inclusivity, and ensure meeting spaces are built for the future.

How TD SYNNEX Makes These Partnerships Work

Vendor alliances create great technology, but they need the right distribution partner to reach their full potential. That’s where TD SYNNEX comes in: not just moving boxes, but actually making these partnerships successful in the field.

“Vendor alliances are vital strategic relationships that help drive business growth, encourage innovation, and improve customer satisfaction,” said Jennifer Ryerson, senior director of product management at TD SYNNEX. “By building strong, collaborative connections with our vendor alliances, we can help our partners gain a competitive advantage and position themselves for long-term success. Vendor alliances provide access to new technologies and resources, working together on creative solutions that address our evolving customer expectations.”

What sets TD SYNNEX apart is how they handle multi-vendor solutions at scale. While other distributors might treat alliance partners as separate vendors, TD SYNNEX coordinates the entire experience, from initial positioning through final support.

Here’s how they do it:

Deep Relationships That Actually Work: TD SYNNEX doesn’t just carry products from alliance partners; they help coordinate joint strategies, align messaging, and ensure everyone’s working toward the same goals.
Global Scale, Local Know-How: With operations worldwide, TD SYNNEX can take alliance solutions anywhere while handling local requirements like regulations, language barriers, and regional partner needs.

Solution Building, Not Just Distribution: TD SYNNEX combines technologies from different alliance partners into complete solutions for hybrid cloud, cybersecurity, data analytics, and IoT applications. This helps customers get everything they need from one source instead of managing multiple vendor relationships.

What This Means for Your Business

If you’re an integrator, reseller, or end user working with TD SYNNEX, vendor alliances translate into advantages you can actually use and measure.

Alliance partnerships let TD SYNNEX offer broader, better-integrated product portfolios. Instead of piecing together solutions from separate vendors and hoping they work together, you get access to pre-tested, pre-integrated combinations that reduce procurement headaches and eliminate compatibility guesswork.

The business benefits are concrete. Deployments happen faster because the integration work is already done. Support calls decrease because fewer things break when systems are designed to work together from the start. End users are happier because their technology actually does what it’s supposed to do.

For integrators and resellers, this creates competitive advantages that matter. You can bid on projects with more confidence, knowing your solutions will work as promised. Customer relationships improve when installations go smoothly and systems stay reliable. And you spend less time troubleshooting compatibility issues and more time growing your business.

The cost benefits add up, too. Lower total cost of ownership, reduced deployment risk, and improved system reliability all contribute to better project margins and higher customer satisfaction scores.

What’s Next

The Logitech and Samsung partnership is just the start. As workplace technology gets more complex and interconnected, expect to see vendor alliances expand across TD SYNNEX’s entire product catalog.
New partnerships are already forming around AI integration, sustainability requirements and workplace analytics. These alliances will keep pushing innovation forward while making advanced technology easier to adopt for organizations of any size.

This shift reflects what customers actually want. Nobody calls asking for individual products anymore. They want complete solutions. They want meeting rooms that work intuitively, not component lists with compatibility matrices. Vendor alliances, backed by TD SYNNEX’s distribution expertise, provide the framework for delivering these comprehensive solutions at scale.

Getting Started with Alliance-Driven Solutions

Understanding vendor alliances is one thing, but using them to grow your business is another. The real opportunity comes from leveraging these partnerships to solve specific problems and create competitive advantages.

TD SYNNEX goes beyond traditional distribution. Their teams work directly with customers to identify where alliance-driven solutions can address business challenges, improve operations, or enable new capabilities you couldn’t access before.

Whether you’re an integrator looking to stand out from competitors, a reseller wanting to expand into new technology areas, or an end user planning a major tech refresh, vendor alliances provide paths to better, more reliable, and often more cost-effective solutions.

The key is working with partners who understand these relationships inside and out. That means knowing which solutions work best together, how to position integrated offerings to end customers, and how to tap into vendor resources for maximum impact.

The commercial AV industry keeps evolving, and vendor alliances have become essential infrastructure for innovation and growth. Organizations that recognize and leverage these partnerships will be best positioned to succeed in an increasingly complex marketplace.

For more details on TD SYNNEX vendor alliances, contact us at visualsolv@tdsynnex.com