Asif Latif from Kenyan integrator AVCS discusses what’s key to scaling business and talent across East African markets. Layla Laidouci reports.
Operating out of its Nairobi-based showroom, Audio Visual Control Systems (AVCS) could easily be taken for a national business. But look past its physical resources, and you’ll discover an integration firm expanding across countries and cultures in Tanzania, Uganda and, more recently, Rwanda. The move is unfolding against the backdrop of one of the world’s youngest populations, characterised by rapid urbanisation and a growing middle class accelerating demand for digitally connected lifestyles.
“To enable our growing reach, we must specialise in the products we deploy,” begins Asif Latif, managing director. “We’re serious about implementing a policy and structure around them to create longevity. Anyone can install home automation, but who can guarantee long-term performance and support?”
Latif refers to the electrical contractors entering this part of the market, usually with devices like smart locks and CCTV. “Our approach is markedly different,” he explains. “We don't focus on automation for automation's sake; we focus on making systems smart. The simplest user experiences are often powered by the most complex design."
This deep-seated confidence supports the firm’s service package across neighbouring geographies – a unique selling point for most of its clients, who lack understanding of residential technology and the responsibilities involved in its installation. “If a system is designed and installed correctly the first time, the focus then shifts to providing remote but proactive servicing,” says Latif. “We then minimise the need for physical site visits.”
Design contexts
Residential requirements vary greatly across project types like urban apartments, coastal villas and remote ranches. “Switches, speakers and control interfaces change from one environment to another, but occupancy patterns are equally important to our design decisions,” Latif says. “Some clients use their second homes only five or six times a year, treating them almost like a hotel. In my experience, around 70% of these secondary properties are located in Nairobi, with the remaining 30% along the coast.”
“Switches, speakers and control interfaces change from one environment to another, but occupancy patterns are equally important to our design decisions."
Mostly driven by convenience, this urban demographic benefits from proximity to schools, businesses and other amenities. But it leaves the high-tech homes themselves largely underused, according to Latif. “Home automation tends to become a secondary consideration here - sometimes neglected altogether,” he reveals.
“In multi-dwelling developments, the challenge is that we often do not know who the end user will be; properties may be owner-occupied, rented out or change hands, making it difficult to design around user preferences. The general public would benefit from greater education on advanced residential technology in these contexts to ensure its everyday use.”
When confronted with an unknown end user, integrators turn to priorities like reliable networking, security systems and TV distribution. “We have standardised our networking infrastructure around Ubiquiti products,” says Latif. “And on a similar point about connectivity, Starlink has become a valuable solution for coastal and remote properties. The roof-mounted satellite system provides reliable internet access in locations where traditional infrastructure is limited, such as remote hotels and lodges. It also integrates effectively with other smart systems.”
Additionally, IP-based AV technology is subtly reshaping residential integration through the growing use of voice-control platforms such as Siri and Alexa. Combined with expanding satellite connectivity, these networked systems are supporting sophisticated control even in historically unviable locations.
Engineering reliability
Latif says most of the firm’s clients have a cook, caretaker or another member of staff on-site, who provide a point of contact for troubleshooting. “If a more technical issue arises, we can always dispatch a team, but in most cases the solution is straightforward – an internet connection has dropped, for example, or the IPTV has disconnected,” he says.
“That's why I'm such a strong advocate for using proven products. I've had my share of headaches over the years - discovering that a setting wasn't saved or a small detail had been missed - and those experiences reinforce the importance of reliability.”
As well as drawing on previous blind spots, Latif focuses on the fundamentals like cabling and infrastructure during early specification. “It might seem like stating the obvious, but these are the root of avoidable design disasters,” he says. “Another business challenge we face here is the gap in electrical know-how. Many electrical contractors aren't fully aligned with the way we approach integration, and it feels like an industry-wide issue.”
"Cabling and infrastructure are the root of avoidable design disasters."
He recounts seeing solar generation and battery storage installations blighted by grounding issues and leakage, caused by poor electrical work. As a result, AVCS spends time educating teams on how it wants infrastructure to be implemented at the start of a project. “Once or twice a month, we bring in an engineering company and walk them through everything we do,” says Latif. “It’s an open discussion, often covering the challenges we face with them and hearing theirs too.”
New generation
Future industry prosperity, as Latif sees it, rests ironically on more effective integration between trades. Giving smart home professionals a stronger grounding in electronics, for example, could create deeper understanding on both sides and ultimately produce better home automation experiences.
“At the same time, there is a clear skills shortage in the industry,” Latif highlights. “To address this, we partner with universities and colleges that offer technology programmes, inviting students to visit us each month and gain exposure to our knowledge.
“This outreach is especially important because younger generations are having increased influence over projects. In many cases, it’s the children in these households who are shaping expectations - driving demand for features like large LED screens, high refresh rates, and immersive sound.”
"In many cases, it’s the children in these households who are shaping expectations - driving demand for features like large LED screens, high refresh rates, and immersive sound.”
Latif’s experiences reinforce the demand for automated systems that extend domestic comforts into the unlikeliest of locations. Trades receptive to this interconnected economy will be vital to its growth. And in this bold new world, reliability and long-term system value can be defined as premiums - especially when viewed against the crowded market of consumer innovations. But don’t be deceived: there’s also a lot to learn and embrace from this ever-changing landscape. As the industry scales, it's striking to think about the abundance of new ideas and skills waiting to be found in a younger and uniquely tech-savvy generation.
Featured image: credit to Juan Alejandro Bernal/Shutterstock.com