Elnet

204 205TELE-audiovision International — The World‘s Largest Digital TV Trade Magazine — 11-12/2013 — www.TELE-audiovision.com www.TELE-audiovision.com — 11-12/2013 — TELE-audiovision International — 全球发行量最大的数字电视杂志

Grossista de TV Digital e Retalhista ELNET, Islândia REpoRTaGEm EmpREsaRIaL

• pode fornecer tudo, desde transmissores DVB a receptores DVB• adapta sempre sua vasta gama de produtos para atender às demandas atuais do mercado • acredita na recepção DVB terrestre e por satélite • espera que os produtos de fibra óptica ganhem popularidade num futuro próximo

Grande ou pequeno

■Clearly visible from freeway 41 in the Kopavogur commercial area, you can see the numerous satellite dishes on the front wall of digital TV wholesaler and retailer ELNET.

ELNET tem tudo!

ë Reykjavik

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asmundur Einarsson has been owner and General manager of ELNET since 2000. and we’re proud to count him among our TELE-audiovision regular readers.

Digital TV Wholesaler and Retailer ELNET, Iceland FIRmEN REpoRT

ELNET is a digital TV wholesaler and retailer in Iceland and offers a huge range of digital TV products at its large 600 square meter premises. This is the way business works in Ice-land, according to General Manager Asmundur Einarsson: “Iceland is a large country, but has a population of only 300,000 – this means you can’t just focus on a niche market but must be able to offer as wide a range as possible.”

Asmundur Einarsson is no man of many words. Instead, he takes two coax connectors and demonstrates the obvious differences: One is used for thick broadcast technology cables and the other one is a mini-connector as required by signal meters (see pic-ture). This is living proof of the overall range of products offered by ELNET, ranging from small DVB meters to huge DVB transmitters, so to speak. “We are the local Rohde & Schwarz distri-

bution partner here in Iceland, and as such were directly involved in rolling out digital terrestrial television across the country.” According to Asmundur Einarsson, roughly half of all digital TV transmitters in Iceland were supplied by his company.

“Iceland’s special geography with lots of mountains and valleys, and its low population density with houses spread out across large distances all call for

Large premises with Large and small products

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a very high number of transmitters in relation to population covered. The maximum transmission power is 500 Watts.” That’s what you’re faced with in a huge place and only few people. And it is one of the driving forces behind Asmundur Einarsson’s optimistic busi-ness outlook: “Signal distribution via cable networks such as CATV or IPTV only makes sense in urbanised areas. All the remote areas will have to rely on satellite reception and terrestrial distri-

bution in the future as well.”

ELNET was established back in 1982. The original founder Örlygur Jonatans-son then sold the business to Asmundur Einarsson and has been teaching at a public vocational school since. The new owner Asmundur Einarsson had been employed as a technician for many years by Iceland’s two TV channels at the time when Örlygur Jonatansson offered ELNET for sale. “The business

1. magnus Eyjolfsson is partner at ELNET and responsible for sales.2. Inside the ELNET sales room: advising a customer.3. Large or small: a huge connector for transmission equipment right in the centre, with a tiny coax connector, like the ones used for meters, placed in front. This picture speaks volumes about the range on offer at ELNET.

208 TELE-audiovision International — The World‘s Largest Digital TV Trade Magazine — 11-12/2013 — www.TELE-audiovision.com

■asmundur Einarsson with the best selling antennas at ELNET: Dishes with diameters of 1 m and 85 cm, as well as UHF antennas for DVB-T reception.

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had a staff of two at that stage, and satellite business was booming in those years.” 2007 turned out to be ELNET’s most successful year, and it was the year in which the business moved to its current location in the commercial area of Kopavagur, a suburb of Reykjakvik. “We achieved sales totalling 1.5 million EUR in that year. Today it’s more like one million, but at least business is sta-ble, so we’re quite satisfied.”

The year 2000 saw the advent of a business partner. Since then, Magnus Eyjolfsson has been looking after sales, above all. “We sell approximately 200 to 300 satellite dishes each year,” he lets us know, “with the most popular sizes being 85 cm and 1 m.” Yet, ELNET also has 1.8 m antennas in stock and even 3 m dishes are waiting for buyers. Since 2011 ELNET has been offering fi-bre-optic systems from GlobalInvacom in addition to its standard range. “As far as the price is concerned, the gap be-tween conventional coax systems and GlobalInvacom’s fibre-optic systems is closing,” says Asmundur Einarsson and predicts that “in one or two years the tide will turn in favour of fibre-optic dis-tribution systems.”

At any rate, ELNET is ready for the future and will continue to service the huge country of Iceland with all sorts of products, both large and small.

1. Fibre-optic systems from GlobalInvacom were added to the ELNET portfolio in 2011. Their contribution to total turnover is still minor, but ELNET expects sales to pick up in the immediate future.2. This tube section is an example of a 1 5/8-inch cable as used for DVB-T transmitters. ELNET supplies these cables. on the wall you can see segments of a 3 m dish (above) and some smaller antennas (below).3. The signals from all outside dishes are led right to this engineering room.4.View of the engineering room. We won’t go into any details about the many pieces of equipment here – just see for yourself…

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