PureLink
PureLink is a US-based professional AV manufacturer (Dtrovision, LLC.) that designs and distributes matrix switchers, AV over IP systems, extenders, control/automation platforms, and pre-programmed meeting room solutions, selling exclusively through authorized dealers, distributors, and global integrators across corporate, healthcare, education, and government markets.
- Company typePrivate
- Founded2002
- HeadquartersFair Lawn, United States
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What PureLink does
PureLink, legally Dtrovision, LLC., is a US-based designer, manufacturer, and distributor of professional audiovisual connectivity and signal management solutions headquartered in Fair Lawn, New Jersey, with operations founded in 2002. The company sells matrix switchers, AV over IP endpoints, extenders, fiber and HDBaseT transmission products, control and automation systems, networked (Dante) audio products, wireless microphones, cameras, converters, scalers, and a growing line of pre-programmed meeting room packages under the PushGo brand. Its technology stack is organized around proprietary platforms — Media Axis and PureMedia for matrix switching, PureStream for AV over IP, iCON with EZControl for control and automation, TotalWire for proprietary transport standards, and Motore for 4K scaling — and is supplemented by certified third-party compatibility through the PureAssurance program.
The company's revenue model is hardware-led, with one-time product sales as the primary stream supplemented by one-time software licenses for control platforms (iCON, VPX, MAX2) and professional services including design support, PureLink University training, pre-configuration, and PureAssurance device certification. PureLink operates a 100% channel-based go-to-market: products are sold exclusively through a tiered US dealer network (Pro Dealers, Plus Dealers, US Distributors) and through international offices in South Korea and China, with regional sales representatives providing direct enterprise and integrator engagement. The company does not publish pricing; transactions are quote-based and dealer-only, with a recently introduced 30-day Test Drive evaluation program as a lead-generation layer.
PureLink serves primary verticals including corporate enterprise, healthcare, and education, and secondary verticals including military and government (where TAA-compliance is a key requirement), broadcast, digital signage, marine, and houses of worship. Named end-customers include the United Nations General Assembly, Cedars-Sinai, Carnival Cruise, Georgia Aquarium, Boston Pizza, and Imerys. The company maintains international offices in South Korea and China, an R&D-capable Southeast US regional office, and in July 2025 ended its EU distribution partnership with PureLink GMBH to rebuild European distribution directly. PureLink is privately held and appears to be founder-owned with no disclosed external funding.
PureLink firmographics
Firmographics- Name
- PureLink
- Legal name
- Dtrovision, LLC.
- Website
- https://purelinkav.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- PureLink is a US-based professional AV manufacturer (Dtrovision, LLC.) that designs and distributes matrix switchers, AV over IP systems, extenders, control/automation platforms, and pre-programmed meeting room solutions, selling exclusively through authorized dealers, distributors, and global integrators across corporate, healthcare, education, and government markets.
- Ownership category
- akta.pro rank
PureLink industry classification
Industry- Product category
- Professional AV Distribution Hardware
- NAICS
- Audio and Video Equipment Manufacturing (33431), Other Communications Equipment Manufacturing (33429)
- SIC
- Communications Equipment, Nec (3669), Computer Peripheral Equipment, Nec (3577)
- akta.pro primary industry
- Video Adapters & Converters (HDMI/DP/VGA/DVI/USB-C) (HDACAHAF)
- akta.pro secondary industry
- Wireless Interface Adapters (Wi‑Fi/Bluetooth/Cellular Modems) (HDAFAEAJ)
Keywords
Where PureLink is headquartered
LocationHeadquarters
- HQ city
- Fair Lawn
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
PureLink business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Hardware Products: Sale of professional AV equipment including matrix switchers, extenders, AV over IP endpoints, cameras, converters, cables, and accessories. One-time purchase model with product warranties.
- Software and Control Solutions: iCON control/automation products, VPX/MAX control software, and PureMedia control solutions with associated drivers
- Professional Services: Design support services, technical training through PureLink University, pre-configuration services, and customization services for PushGo systems
- Device Certification Services: PureAssurance certification program for third-party device compatibility testing and verification
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time/ perpetual license | PushGo Meeting Room Solutions - Multiple package tiers (Alta, Aspen, Vail, Stowe, Taos) |
| One time/ perpetual license | One time/ perpetual license | Standard Warranty - 5-year coverage |
| Other | Pay-as-you-go | Test Drive Evaluation Program |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
PureLink product offering
Product offeringCore offering
PureLink designs, manufactures, and distributes professional AV connectivity and signal management hardware including matrix switchers, extenders, AV over IP encoders and decoders, control/automation platforms, wireless audio systems, and pre-configured plug-and-play meeting room solutions. Products are organized around proprietary technology brands (Media Axis, PureMedia, PureStream, iCON, TotalWire, Motore) and sold through an authorized dealer, system integrator, and distributor channel to corporate, healthcare, education, government, broadcast, and house-of-worship end customers.
Product overview
PureLink is a professional AV connectivity and control solutions provider offering a comprehensive portfolio of hardware products organized around core technology platforms. The product ecosystem centers on several flagship brands: Media Axis (flagship matrix switching platform including Media Axis 2), PureMedia (predecessor matrix platform), PureStream (AV over IP), iCON (control and automation), HDTools (versatile solutions), and TotalWire (proprietary connectivity standards). Recent additions include PushGo (pre-programmed plug-and-play meeting room solutions launched May 2025) and PureSpace (immersive experience solutions launched October 2024). The product range spans matrix switchers (Media Axis, PureMedia) for distributing video/audio signals to multiple displays; extenders (HDBaseT, Fiber, CATx, Video over IP) for long-distance signal transmission; AV over IP solutions (PureStream) for networked video distribution; Dante audio products for networked audio; iCON control systems for automation; wireless audio solutions; collaboration tools; converters and scalers; digital signage players; cameras and peripherals; testing/calibration equipment; cables and accessories; and broadcast streaming packages. TAA-compliant versions are available across multiple product lines. The company also provides free design support, training webinars, and the VPX IP management software for system configuration.
Differentiator
Problem solved
Functional benefit
Brands
- Media Axis: Flagship brand that redefines matrix switching and extension systems. Experience the future of AV with this transformative matrix switching platform supporting Ultra HD/4K via native and IP architectures.
- PureMedia
- PureStream
- iCON
- HDTools
- TotalWire
- PushGo
Products and services
- Media Axis Matrix Switching Platform
- Media Axis 2 Matrix Switching Platform
- PureMedia Matrix Switcher Platform
- PureStream AV over IP Platform
- iCON Control and Automation Platform
- PushGo Pre-Programmed Meeting Room Solutions
- PureSpace Immersive Experience Solution
- HDTools AV Solutions Brand
- TotalWire Proprietary Cabling and Connectivity
- Wireless Audio Solutions
- Dante Networked Audio Products
- HUDDLE-CAM-500 4K Auto-Tracking PTZ Camera
- Broadcast Streaming Packages
- Collaboration Solutions
Quantifiable outcome
- Rock-solid reliability with no downtime concerns once products are installed
- +2 more outcomes
Companies that use PureLink
Customer profileNamed customers11 records
Segments9 records
Ideal customer profiles6 records
PureLink technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration41 records
AI capability2 records
Feature9 records
PureLink partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and standard.
- ConferenceRoomAVcoreAuthorized dealer/distributor for PureLink products
- FireFoldstandardAuthorized dealer for PureLink products
- KingdomstandardAuthorized dealer for PureLink products
- MarkerTekstandardAuthorized dealer for PureLink products
- TecnecstandardAuthorized dealer for PureLink products
- TMP ProstandardAuthorized dealer for PureLink products
- AVI-SPLcoreMajor global AV integrator and managed service provider, authorized Plus Dealer for PureLink solutions
- DiversifiedcoreGlobal technology services company, authorized dealer for PureLink solutions
- VerrexstandardGlobal AV integrator, authorized dealer for PureLink solutions
- PureLink KoreacoreInternational distributor for South Korea market, located in Gwangju-Si, Gyeonggi-do, South Korea
- PureLink ShanghaicoreInternational distributor for China market, located in Putuo District, Shanghai, China
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
PureLink competitors and assessment
Company assessmentDirect peers
- Kramer Electronics: Kramer is a long-established competitor in professional AV signal management with matrix switchers, extenders, and AV-over-IP solutions, plus a VIA collaboration line. Comparable product breadth, global channel distribution, and similar target customers to PureLink.
- Lightware Visual Engineering: Lightware is a Hungary-based specialist in professional matrix switchers, extenders, and AV-over-IP (Taurus, MX2, MMX) widely used in corporate, education, and live event environments. Their product portfolio and integrator-first GTM mirror PureLink's positioning almost exactly.
- tvONE: tvONE manufactures video processing, scaling, and matrix switching products (CORIOmatrix, MX-series) for broadcast, residential, and commercial AV. Their signal management focus and integrator channel overlap directly with PureLink's converter, scaler, and matrix switcher lines.
- Atlona (Panduit): Atlona, now part of Panduit, specializes in AV distribution, matrix switchers, and AV-over-IP solutions targeted at commercial and IT customers. Their OmniStream and Velocity product lines overlap directly with PureLink's PureStream AV-over-IP and iCON control platforms.
- Extron Electronics: Extron is the leading direct competitor in professional AV signal processing, matrix switching, extension, and control. Their matrix switchers, extenders, and control systems overlap directly with PureLink's Media Axis, PureStream, and iCON product lines, serving the same integrator and government/enterprise customers.
Broad incumbents
- AMX (Harman): AMX, a Harman brand, is a long-standing incumbent in commercial AV control and signal distribution with an installed base in enterprise and education. PureLink's iCON and VPX control platform directly compete with AMX's control processors and NX-series AV-over-IP products.
- Crestron Electronics: Crestron is the dominant incumbent in AV control, automation, and signal management, with a much broader portfolio spanning control processors, digitalMedia NVX (AV over IP), touch panels, and UC room solutions. PureLink not only competes but also supplies drivers for Crestron systems, indicating tight ecosystem integration alongside competitive overlap.
Emerging players
- ZeeVee: ZeeVee is a specialist in AV-over-IP (SDVoE) encoders/decoders and IP-based video distribution for AV and broadcast. Their focus on networked video directly competes with PureLink's PureStream and VPX lines in enterprise and digital signage deployments.
- Adder Technology: Adder is a UK-based specialist in KVM, AV-over-IP, and high-performance connectivity (ADDERLink, ipeps) for IT and broadcast environments. Their IP-based extension and matrix products overlap with PureLink's PureStream/VIP encoder/decoder lines.
- Aurora Multimedia: Aurora Multimedia is a smaller US-based specialist in AV-over-IP (IPX, VLX), control, and HDBaseT extension products. Their product set and target integrators partially overlap with PureLink's matrix switching, AV-over-IP, and control offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
PureLink social profiles
Digital presencePureLink compliance and trust
Trust signalCompliance2 records
PureLink financial estimates
Financial estimateRevenue estimate
Valuation estimate
PureLink leadership team
Management profileNumber of profiles
Profiles4 records
PureLink funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PureLink M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PureLink
What does PureLink do?
PureLink designs, manufactures, and distributes professional AV connectivity and signal management hardware including matrix switchers, extenders, AV over IP encoders and decoders, control/automation platforms, wireless audio systems, and pre-configured plug-and-play meeting room solutions. Products are organized around proprietary technology brands (Media Axis, PureMedia, PureStream, iCON, TotalWire, Motore) and sold through an authorized dealer, system integrator, and distributor channel to corporate, healthcare, education, government, broadcast, and house-of-worship end customers.
Is PureLink a public or private company?
PureLink is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PureLink founded?
PureLink was founded in 2002. It employs 11 to 50 people.
Where is PureLink based?
PureLink is headquartered in Fair Lawn, United States, in the North America region.
How does PureLink make money?
Four revenue lines are on record. Hardware Products are the primary driver. The others are software and Control Solutions, professional Services and device Certification Services.
Who are PureLink's main competitors?
Direct peers on record are Kramer Electronics, Lightware Visual Engineering, tvONE, Atlona (Panduit) and Extron Electronics. Broad incumbents are AMX (Harman) and Crestron Electronics. Emerging players are ZeeVee, Adder Technology and Aurora Multimedia.
Does PureLink have an API?
No public API is recorded for PureLink.
What industry is PureLink in?
PureLink's product category is Professional AV Distribution Hardware. Its primary akta.pro industry code is HDACAHAF, Video Adapters & Converters (HDMI/DP/VGA/DVI/USB-C), with a secondary code of HDAFAEAJ, Wireless Interface Adapters (Wi‑Fi/Bluetooth/Cellular Modems). Its NAICS code is 33431 and its SIC code is 3669.