New Strategy for Xilica

Xilica has announced a new strategy for the Australia and New Zealand region to coincide with the local debut of its AI-driven platform, RoomHub, at the forthcoming Integrate show.

As part of this renewed focus, Xilica has appointed Jim Seretis to lead market development across ANZ. A respected AV industry veteran, Seretis brings deep regional expertise from previous roles at Biamp and Audio Products Group, and he will work closely with partners and consultant s to expand Xilica’s presence across key verticals.

Xilica has also appointed two new distribution partners to strengthen local access and support. In Australia, Audio Brands Australia, led by Don McConnell, will serve as Xilica’s new sole distributor. Known for their responsive service and deep technical expertise, Audio Brands brings a reputation for delivering exceptional customer experiences. In New Zealand, Pacific AV, led by Marcel Reinen, has been selected to solely represent Xilica, offering similarly high standards of support and long-standing relationships across the NZ market.

Xilica would like to sincerely thank Amber Technology, its distribution partner in ANZ for the past five years, for their commitment and enthusiasm, and wishes them continued success.

Visitors to the Integrate Expo in Sydney will find Xilica staff on the Audio Brands booth, showcasing the award-winning RoomHub platform for the first time in ANZ. RoomHub combines powerful on-device audio processing with AI-powered room optimization, automatic peripheral detection, intelligent camera tracking, and seamless integration with third-party systems. With zero-touch setup via Xilica Cloud, RoomHub delivers a modern AV experience that’s built for IT.

“ANZ is a key region in Asia-Pacific, and we’re confident that our refreshed go-to-market strategy will bring us closer to our customers,” said James Knight, CEO, Xilica. “With a dedicated local sales presence, strong distribution, and the debut of RoomHub at Integrate, we’re excited to reconnect with customers, deliver exceptional projects, and help people collaborate more intuitively across learning, government, and corporate spaces.”

Live demonstrations of RoomHub and Xilica Cloud will be available throughout the show, alongside exclusive events to engage with customers, integrators, and consultants across the region.