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SSL Outlines Sound Vision For Business Development at AES

Legendary console manufacturer gears up to provide new tools for DAW users (October 11, 2005)

Solid State Logic, the worlds leading manufacturer of professional analogue and digital consoles, announced at AES its intention to expand on its core business and enter new markets.

Following SSLs acquisition by Peter Gabriel and David Engelke in June, the business embarked on a period of analysis to identify key areas of growth and opportunity. The company chose the AES show to publicly introduce its new vision.

?The future of SSL is based around continued excellence in the audio console market, says SSLs managing director, Antony David. ?In addition to that, the owners have a clear commitment to new product development and bring an imaginative and entrepreneurial vision to the business strategy. The feel of the company is now very much akin to when we were independently owned in the 1980s and enjoyed a long period of strong growth.

One of the key areas chosen for investment has been the development of a new product strategy. ?SSL remain committed to creating first-class audio consoles, reaffirms Niall Feldman, director of product marketing. ?But in an environment where DAWs have become increasingly popular, SSL is focused on providing powerful, imaginative tools to integrate and inspire the creative process, delivering superior audio and control to workstation users.

As part of the growth strategy, three new managerial appointments have been made to the sales and product marketing departments. The new hires all carry strong backgrounds in pro-audio and MI channel products. ?Its unlikely youll be seeing new SSL products in every retailer just yet, offers Piers Plaskitt, SSLs group commercial director, ?were realistic about growth. But we are confident that our new strategy will introduce SSLs core values to a new family of users.

AES also sees the introduction of a fresh approach to the companys visual identity. ?This is a new era at SSL; the ?Sound || Vision logo and look and the feel of our re-launched website and other external communications are an outward sign of the many changes that are happening within the company, says David. ?This is rapidly becoming a different company, one that is very proud of its heritage but also determined to tread some exciting new paths.

About Solid State Logic
Solid State Logic is the worlds leading manufacturer of analogue and digital audio consoles for broadcast, post, music and film facilities, and provider of solutions for workstation users. SSLs product range includes the C100 new-generation Digital Broadcast and C200 Digital Production Consoles, the new C300 Master Studio System, the XL 9000 K Series SuperAnalogue Console, AWS 900 Analogue Workstation System and the XLogic range of outboard processors.

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Related Keywords:Solid State Logic, SSL, audio console, DAWs, digital audio,


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