CEDIA Dropping the Term ‘Integrator’ Vincent Bruno, CEO of CEDIA, delivered the keynote address at the PowerHouse Alliance’s fourth annual national sales meeting last month, where he called for an end to the industry term “integrator.”By Alan Wolf Published: August 1, 2016 ⋅ Updated: April 15, 2019 CEDIA CEO Vincent Bruno, left, with PowerHouse Alliance chief Dennis Holzer at the distributor group’s Chicago sales gathering Vincent Bruno, CEO of CEDIA, delivered the keynote address at the PowerHouse Alliance’s fourth annual national sales meeting last month, where he called for an end to the industry term “integrator.” The event, held in Chicago, brought together each of the distributor coalition’s 12 members and 27 vendor partners to discuss market conditions and collaborate on marketing and sales tactics. In his keynote, Bruno spoke of the opportunity for CEDIA to lead the industry and to change the perception of the dealer and integrator in the eyes of the consumer. “What does the consumer search for online when they want speakers installed?” he asked. “Not an integrator. In order to bridge the gap between the end user and integrators, we need to speak the same language.” As a starting point, CEDIA plans to drop the term “integrator” and replace it with “technologist,” PowerHouse reported. Bruno also pushed for better collaboration between distributors and the AV, entertainment and security sectors they serve. Continue reading this story at TWICE.com—> SubscribeFor more stories like this, and to keep up to date with all our market leading news, features and analysis, sign up to our newsletter here.