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Atlona Names SFM as Distribution Partner in Canada

SFM finds value in Atlona’s interoperability, forward-looking innovation for AV installations

SAN JOSE, Calif., May 2, 2017 – Atlona’sleadership and innovation in the commercial and residential AV space is about to get a substantial visibility boost across Canada, as the company announces a new partnership with SFM. Based in Dorval, Quebec, SFM will act as an extension of Atlona’s sales and support network across Canada, joining a quickly growing roster of global partners specializing inAtlona AV solutions and products.

SFM differentiates itself from competitors through a variety of complementary services across training and education, systems integration/custom installation, and product repair. The company also offers a technical application team for customers across the pre- and post-sales process to assist with product qualification, design assistance and troubleshooting.

SFM aims to work with suppliers that share similar business and technology philosophies. In partnering with Atlona, the SFM team believes it hasfound a company focused on interoperable solutions that also address the pertinent industry trends. Mike Calo, brand manager for SFM, points to Atlona’s recent innovations for AV over IP (OmniStream™) and cloud-based control (Velocity™) as particularly appealing.

“Atlona offers products that are compatible with existing hardware and video conferencing software, for example, which is important to the success of systems integrators today,” said Calo. “We also believe that Atlona is focused on the future of our business, which includes providing AV over IP and other solutions as a way for Pro AV and CI integrators to differentiate themselves. From where we sit, Atlona fills the void in our catalog for top-tier video solutions. And beyond that, Atlona and SFM share a similar business approach that is focused on excellent customer support and reliable technical application services.”

Omar Prashad, Atlona’s country manager for Canada and SFM’s direct point of contact, believes that these traits make SFMan ideal firm to support Atlona’s quickly growing commercial product portfolio – including Atlona’s recent innovations that move beyond its traditional focus on wired AV switching and distribution.

“SFM’s approach to company representation makes them an ideal fit for Atlona’s rapid expansion across Canada, which is certainly on the leading edge of today’s AV trends across 4K/HDR, AV over IP, and soft codec-based conferencing,” said Prashad. “We look forward to working with SFM to bring more choices and value to systems integrators and end users working in corporate, education, worship and other key AV businesses.”

About Atlona

Atlona is a leading global manufacturer of AV and IT distribution and connectivity solutions. In an ever-changing industry, the company has been designing and engineering innovative, award-winning products for a diverse range of residential and commercial AV and IT markets, including education, business, government, entertainment, and healthcare.

Atlona’s products and services enable system designers, integrators, consultants, and installers worldwide to simplify installation, minimize maintenance and maximize the versatility of premier automated control solutions.  Backed by an industry-exclusive 10-year warranty, Atlona’s customer-driven products are designed and developed with the features, performance and reliability that leaders demand.  More information about Atlona is available at  Follow Atlona on Twitter at @Atlona.

About SFM

SFM provides customized go-to-market solutions to global brands within the audiovisual, live entertainment, and media production industries. In addition to traditional wholesale distribution services, we offer an array of enhanced services designed to help our suppliers and customers achieve their full market potential.

For more information, visit

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