Charmex International is a wholesale distributor of value-added audiovisual solutions. It has been marketing AV products in the B2B sector for more than 35 years and specializes in advising and implementing this type of technological development in all types of businesses.

From this experience, the Traulux brand was born, about 10 years ago, as a response to the need to adapt to the demands of solutions in continuous development, under the commitment to "do things very well", to maintain the company's position in the market.

In dialogue with ConsorcioTec, Íñigo González, commercial manager for Latin America, tells us about the brand, its interactive monitors and its projection as a company in the region.

How do they manage to create complete and memorable experiences for their customers?
I.G.: This is achieved through the union of the different parts in an audiovisual project. We as wholesalers try to offer the most appropriate solutions in each project and the integrator is responsible for finalizing the installation in the most satisfactory way for the end user.

What market segments and business verticals do you currently serve?
I.G.: Mainly two in our part of Traulux, as a manufacturer of pen displays:

• Educational: in view of the great demand for new solutions to communicate and transmit knowledge to the new generations, native in technology, taking into account that this instrument is something natural and striking for them, during the interaction in their learning process.
• Corporate: we believe that the interactive monitor is now a standard as a solution in a meeting room and as a basic support for a video conferencing solution, where interactivity adds a plus of closeness to communication.

How will you seek to position Traulux internationally and, specifically, in Latin America, in the short and medium term?
I.G.: In the same way as we have done in the rest of the markets: first by listening to local integrators, analysing the current situation in that market and, finally, by agreeing with our integrators on a strategy that allows both parties to grow and bring Traulux solutions to the end user. Always supported by training and accompaniment, not only at the time of acquisition, but in the medium and long term.

Our message is that technology is the same for everyone; what companies like Charmex and its Traulux brand products bring is the experience and solidity of a business based on added value in the sales and implementation process and on the seriousness and longevity of our business relationships. The answer would not be the "Where", but the "Who". We know the competitiveness and success of the brand because of all the development and results we are having in the national territory and we need to find someone who wants to replicate this model in each of the Latin American countries.