1. 业界聚焦
爱尔兰的数字电视批发零售商ELNET
大块头或者小
迷你
• 琳琅满目 从DVB传送器到DVB接收机
• 根据当前市场需求随时调整产品库存
ELNET
应有尽有
■ 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.
• 青睐地面和卫星DVB接收产品
• 期待不久的将来光纤产品能够普及
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2. Firmen Report
Digital TV Wholesaler and Retailer ELNET, Iceland
2
Large Premises
with Large and
Small Products
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 Iceland, 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.”
ë
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 picture). 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-
Reykjavik
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
■ Asmundur Einarsson has
1
been owner and General
Manager of ELNET since
2000. And we’re proud to
count him among our TELEaudiovision regular readers.
3
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.
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 business 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
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bution in the future as well.”
ELNET was established back in 1982.
The original founder Örlygur Jonatansson 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
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3. ■ 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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4. 1
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…
2
3
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 stable, 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 fibre-optic systems from GlobalInvacom
in addition to its standard range. “As far
as the price is concerned, the gap between 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 distribution 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.
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