Kramer

What Kramer does

Kramer Electronics Ltd. is a privately held Israeli audio-visual technology company founded in 1981, headquartered in Tel Aviv (with Jerusalem listed as the founding city), that designs, manufactures, and distributes signal management products for analog and digital video signals. The company's portfolio spans hardware products (matrices, switchers, extenders, PoE-powered Dante speakers, cameras, touch panels, cables, and connectivity devices) and software platforms (the Panta Rhei cloud ecosystem for AV lifecycle management, Kramer Control no-code AV control, and the VIA wireless presentation and collaboration platform). Kramer serves enterprise, education, banking and trading, healthcare, and entertainment customers globally through nine regional offices across EMEA, MEA, and the Americas, supported by authorized distributors and system integrators.

Kramer makes money primarily through hardware sales via direct regional offices and channel partners, complemented by subscription/recurring revenue from cloud software (Panta Rhei, Kramer Control) and professional services including commissioning, control programming, remote services, site audits, and field services. Pricing is quote-based and not publicly disclosed. The company has executed an acquisition-led growth strategy, acquiring iRule in 2016, UC Workspace in February 2022, and Ashton Bentley in June 2024, and has expanded its ecosystem partnerships with Microsoft (via Ashton Bentley's Express Install selection), AudioCodes, Sennheiser, Sony, Jabra, and others to deliver integrated Microsoft Teams Rooms, Zoom, and Webex collaboration experiences. AI capabilities are currently limited to the K-Bar collaboration device's auto-framing and voice-tracking features.

Name

Kramer

Legal name

Kramer Electronics Ltd.

Website

https://kramerav.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

1–10 employees

Short description

Kramer Electronics Ltd. is a privately held Israeli AV technology company, founded in 1981, that designs, manufactures, and distributes signal management, AVoIP, control, and collaboration products serving enterprise, education, banking, healthcare, and entertainment customers globally through regional offices and channel partners.

Ownership category

akta.pro rank

Product category

Professional Audio-Visual Equipment

NAICS

Audio and Video Equipment Manufacturing (33431)

SIC

Electronic Components & Accessories (3670), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Commercial/Pro AV & Home Theater (Prosumer) Retail (CRACAEAL)

akta.pro secondary industry

Audio-Visual Equipment Rentals (Sound, Projection, Screens) (HSACAFAF)

Keywords

• Audio-visual solutions
• Signal management products
• AV over IP
• Wireless collaboration
• Pro AV hardware

Headquarters

HQ city

Jerusalem

HQ country

Israel

HQ region

Middle East

Offices9 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Technology or R&D, Supply Chain, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Hardware Sales: Sale of AV hardware products including signal management devices, AVoIP encoders/decoders, speakers, cameras, touch panels, cables, and connectivity solutions. Products are sold through direct sales, distributors, and system integrators.
2. Software Subscriptions: Cloud-based software platform (Panta Rhei) providing AV lifecycle management services including setup, monitoring, analytics, and administration. Likely subscription-based with tiered service levels.
3. Control System Software: Kramer Control cloud-based AV control system with software components for touch panels and virtual brain devices. May include software licensing and cloud service fees.
4. Professional Services: Services including commissioning, control programming, remote services, site audits, and field services. Also includes service contracts and warranties.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Kramer designs, manufactures, and distributes professional audio-visual signal management products and end-to-end AV solutions. Its portfolio spans AVoIP encoders/decoders, matrices and switchers, extenders, Dante-powered speakers, collaboration cameras and touch panels, Ashton Bentley pre-engineered meeting room furniture, and cloud software platforms including the Panta Rhei AV lifecycle ecosystem, Kramer Control, and VIA wireless collaboration. Solutions are sold B2B through system integrators and distributors to enterprise, education, healthcare, government, banking, and entertainment customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Panta Rhei Next-generation cloud-based AV ecosystem platform for system integrators, IT/AV managers, and end-users, managing millions of audio-visual devices and hundreds of thousands of users globally.
• Kramer Control Enterprise cloud AV control system with no-code drag-and-drop programming for IT/AV managers, integrators, and end-users managing meeting rooms and collaboration spaces.
• VIA Collaboration Platform Wireless presentation and collaboration platform enabling BYOD content sharing, video conferencing, and whiteboarding across meeting rooms and learning spaces for enterprise and education users.
• AVoIP Solutions Comprehensive AV over IP encoders, decoders, and management platform supporting 1Gb and 10Gb networks for distributing high-quality video and audio across enterprise, education, and entertainment installations.
• Signal Management Portfolio Audio-visual signal management hardware portfolio across Series 1, 2, and 3 product lines for routing, switching, and processing analog and digital video signals in professional AV installations.
• Dante Speakers PoE-powered Dante-enabled speakers for networked AV systems offering reduced installation complexity, centralized management, and consistent sound quality in passive and active models.
• Ashton Bentley Collaboration Spaces Pre-engineered collaboration solutions with Room Connectivity (TX2/DX2 Interconnectivity Kit), Display Mounts (55" to 105"), and AV-Enabled Collaboration Tables designed for quick assembly and seamless integration with major video conferencing platforms.
• CART Mobile AV Solution Mobile AV solution for flexible workspaces providing portable video collaboration infrastructure from the Ashton Bentley collaboration spaces line.
• HU Products (HDMI/USB-C Switching and Extending) Comprehensive HDMI and USB-C switching and extending solutions for BYOD and hybrid workflows in meeting rooms and learning spaces.
• K-Bar Collaboration Device AI-powered collaboration bar with auto-framing and voice-tracking for hybrid meeting rooms.
• Professional Services Portfolio Professional services including commissioning, control programming, remote services, site audits, field services, and service contracts/warranties for Kramer AV installations.

Quantifiable outcome

• Simplified AV system deployment with no-code programming and drag & drop interfaces
• +2 more outcomes

Named customers13 records

Segments5 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

AI capability2 records

Feature7 records

Partnerships

Seven partnerships are on record, tiered core.

• Ashton BentleycoreStrategic or Co-development Partner · 11 June 2024Kramer acquired Ashton Bentley, a UK-based provider of collaboration spaces, as part of its three-year strategy to enhance capabilities in the unified communication and collaboration domain. The acquisition enables Kramer to offer fully integrated hybrid meeting room solutions globally, including display mounts, room connectivity kits, and collaboration tables.
• UC Workspace (UCW)coreStrategic or Co-development Partner · 2 February 2022Kramer acquired UC Workspace, a provider of collaboration and workspace management software, to expand its collaboration capabilities. The acquisition integrated UCW's innovative products and technology with Kramer's existing portfolio to enhance enterprise and education customer experiences.
• AudioCodescoreTechnology or IntegrationKramer partnered with AudioCodes to offer complete Microsoft Teams Rooms (MTR) solutions, providing fully integrated meeting environments combining Kramer's AV hardware with AudioCodes' voice solutions.
• SennheisercoreTechnology or IntegrationKramer partners with Sennheiser for audio solutions in auditoriums and lecture halls. The partnership provides integrated audio solutions including Sennheiser TeamConnect products for professional AV installations.
• MicrosoftcoreTechnology or IntegrationKramer's Ashton Bentley brand was selected by Microsoft alongside ecosystem partners (Logitech, Cisco, Jabra, Neat, LG, Samsung) to deliver pre-engineered Microsoft Teams Rooms packages through the Express Install programme.
• JabracoreTechnology or IntegrationKramer and Jabra launched hybrid conferencing solutions combining Kramer's AV expertise with Jabra's audio and video devices for enhanced meeting experiences.
• ZeeVeecoreOEM/ Whitelabel/ Licensing PartnerZeeVee is a Kramer-owned brand specializing in SDVoE solutions for AV over IP, providing high-performance 4K60 4:4:4 AV distribution over 10Gb networks.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Shure Incorporated: Shure is a broad incumbent in professional audio (microphones, Dante-enabled networked audio) that overlaps with Kramer's audio, conferencing, and collaboration offerings. Both serve enterprise, education, and government AV installations with comparable channel models.
• Poly (HP): Poly, now part of HP, competes with Kramer's collaboration and conference room hardware (cameras, speakers, USB peripherals) and is a Microsoft Teams Rooms ecosystem partner. Comparable enterprise UC go-to-market and customer base.
• Logitech: Logitech is a broad incumbent in video collaboration and meeting room hardware (Rally, Tap) that overlaps with Kramer's collaboration and MTR solutions. As a Microsoft Express Install partner and IT-channel leader, Logitech competes with Kramer for enterprise UCC wallet share.

Direct peers

• Extron Electronics: Extron is a direct competitor to Kramer in AV signal management, switchers, matrix products, and control systems, serving the same enterprise and education customers through system integrators. Both companies compete head-to-head in pro-AV distribution and routing.
• Lightware Visual Engineering: Lightware is a direct competitor in matrix switchers, extenders, and AV signal management, with overlapping product positioning across Kramer's Series 1/2/3 portfolio and similar EMEA-led distribution. Both target system integrators in enterprise and live events.
• AMX (HARMAN Professional): AMX, owned by HARMAN (Samsung), directly competes with Kramer in AV control systems, signal management, and room automation for enterprise and education. Its parent backing and integration with Samsung displays position it as a broad incumbent peer.
• Biamp Systems: Biamp competes with Kramer in pro-AV signal processing, networked audio (Dante), and conference room solutions. Its Tesira and Parlé product lines overlap with Kramer's audio and collaboration portfolios in enterprise and education verticals.
• QSC (Q-SYS): QSC's Q-SYS platform competes with Kramer in networked AV processing, control, and AVoIP, particularly for enterprise and large venue deployments. Both companies pursue software-defined AV ecosystems with recurring software value.
• ZeeVee: ZeeVee is now a Kramer-owned SDVoE AVoIP brand, but historically competed as a standalone AV over IP vendor. Comparable to Kramer's AVoIP line with similar 10Gb SDVoE-based products and AV distribution focus.
• Crestron Electronics: Crestron is a direct competitor offering end-to-end AV control, signal management, UC room solutions, and lighting, with comparable enterprise and education go-to-market. Its broader portfolio and deeper U.S. integrator relationships make it Kramer's most formidable head-to-head rival.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/kramerelec
• YouTubeyoutube.com/KramerElectronicsLtd
• Facebookfacebook.com/krameraudiovisual
• LinkedInlinkedin.com/company/kramer-electronics-ltd/mycompany/verification
• Instagraminstagram.com/kramer_audiovisual

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kramer