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Informe de Compañía<br />
<strong>ELNET</strong> Mayorista y Minorista de TV Digital, Islandia<br />
<strong>Grande</strong> o<br />
Pequeño<br />
<strong>ELNET</strong> <strong>lo</strong><br />
<strong>tiene</strong> <strong>todo</strong><br />
• Pueden suplir <strong>todo</strong> sobre transmisiones DVB y receptores DVB<br />
• Siempre están adaptando su rango de productos para seguir las<br />
demandas del mercado<br />
• Creen en la recepcion de DVB via terrestre y satélite<br />
• Esperan que <strong>lo</strong>s productos de fibra óptica ganen popularidad en<br />
un futuro cercano<br />
■Clearly visible from freeway 41 in the<br />
Kopavogur commercial area, you can see the<br />
numerous satellite dishes on the front wall of<br />
digital TV wholesaler and retailer <strong>ELNET</strong>.<br />
204 TELE-audiovision International — The World‘s Largest Digital TV Trade Magazine — 11-12/2013 — www.TELE-audiovision.com<br />
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Firmen Report<br />
Digital TV Wholesaler and Retailer <strong>ELNET</strong>, Iceland<br />
Large Premises<br />
with Large and<br />
Small Products<br />
ë<br />
Reykjavik<br />
2<br />
<strong>ELNET</strong> is a digital TV wholesaler<br />
and retailer in Iceland and offers a<br />
huge range of digital TV products at<br />
its large 600 square meter premises.<br />
This is the way business works in Iceland,<br />
according to General Manager<br />
Asmundur Einarsson: “Iceland is a<br />
large country, but has a population of<br />
only 300,000 – this means you can’t<br />
just focus on a niche market but must<br />
be able to offer as wide a range as<br />
possible.”<br />
Asmundur Einarsson is no man of<br />
many words. Instead, he takes two<br />
coax connectors and demonstrates<br />
the obvious differences: One is used<br />
for thick broadcast techno<strong>lo</strong>gy cables<br />
and the other one is a mini-connector<br />
as required by signal meters (see picture).<br />
This is living proof of the overall<br />
range of products offered by <strong>ELNET</strong>,<br />
ranging from small DVB meters to huge<br />
DVB transmitters, so to speak. “We<br />
are the <strong>lo</strong>cal Rohde & Schwarz distribution<br />
partner here in Iceland, and as<br />
such were directly involved in rolling<br />
out digital terrestrial television across<br />
the country.” According to Asmundur<br />
Einarsson, roughly half of all digital TV<br />
transmitters in Iceland were supplied<br />
by his company.<br />
“Iceland’s special geography with <strong>lo</strong>ts<br />
of mountains and valleys, and its <strong>lo</strong>w<br />
population density with houses spread<br />
out across large distances all call for<br />
■<br />
Asmundur Einarsson has<br />
been owner and General<br />
Manager of <strong>ELNET</strong> since<br />
2000. And we’re proud to<br />
count him among our TELEaudiovision<br />
regular readers.<br />
1<br />
3<br />
1. Magnus Eyjolfsson is partner at <strong>ELNET</strong> and responsible for sales.<br />
2. Inside the <strong>ELNET</strong> sales room: Advising a customer.<br />
3. Large or small: A huge connector for transmission equipment right in the centre, with<br />
a tiny coax connector, like the ones used for meters, placed in front. This picture speaks<br />
volumes about the range on offer at <strong>ELNET</strong>.<br />
a very high number of transmitters<br />
in relation to population covered. The<br />
maximum transmission power is 500<br />
Watts.” That’s what you’re faced with in<br />
a huge place and only few people. And<br />
it is one of the driving forces behind<br />
Asmundur Einarsson’s optimistic business<br />
out<strong>lo</strong>ok: “Signal distribution via<br />
cable networks such as CATV or IPTV<br />
only makes sense in urbanised areas.<br />
All the remote areas will have to rely on<br />
satellite reception and terrestrial distribution<br />
in the future as well.”<br />
<strong>ELNET</strong> was established back in 1982.<br />
The original founder Örlygur Jonatansson<br />
then sold the business to Asmundur<br />
Einarsson and has been teaching at a<br />
public vocational school since. The new<br />
owner Asmundur Einarsson had been<br />
emp<strong>lo</strong>yed as a technician for many<br />
years by Iceland’s two TV channels at<br />
the time when Örlygur Jonatansson<br />
offered <strong>ELNET</strong> for sale. “The business<br />
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208 TELE-audiovision International — The World‘s Largest Digital TV Trade Magazine — 11-12/2013 — www.TELE-audiovision.com<br />
■Asmundur Einarsson with the best<br />
selling antennas at <strong>ELNET</strong>: Dishes<br />
with diameters of 1 m and 85 cm,<br />
as well as UHF antennas for DVB-T<br />
reception.
1<br />
1. Fibre-optic systems from<br />
G<strong>lo</strong>balInvacom were added to the <strong>ELNET</strong><br />
portfolio in 2011. Their contribution to<br />
total turnover is still minor, but <strong>ELNET</strong><br />
expects sales to pick up in the immediate<br />
future.<br />
2. This tube section is an example of<br />
a 1 5/8-inch cable as used for DVB-T<br />
transmitters. <strong>ELNET</strong> supplies these<br />
cables. On the wall you can see segments<br />
of a 3 m dish (above) and some smaller<br />
antennas (be<strong>lo</strong>w).<br />
3. The signals from all outside dishes are<br />
led right to this engineering room.<br />
4.View of the engineering room. We won’t<br />
go into any details about the many pieces<br />
of equipment here – just see for yourself…<br />
2<br />
3<br />
had a staff of two at that stage, and<br />
satellite business was booming in those<br />
years.” 2007 turned out to be <strong>ELNET</strong>’s<br />
most successful year, and it was the<br />
year in which the business moved to its<br />
current <strong>lo</strong>cation in the commercial area<br />
of Kopavagur, a suburb of Reykjakvik.<br />
“We achieved sales totalling 1.5 million<br />
EUR in that year. Today it’s more like<br />
one million, but at least business is stable,<br />
so we’re quite satisfied.”<br />
The year 2000 saw the advent of a<br />
business partner. Since then, Magnus<br />
Eyjolfsson has been <strong>lo</strong>oking after sales,<br />
above all. “We sell approximately 200<br />
to 300 satellite dishes each year,” he<br />
lets us know, “with the most popular<br />
sizes being 85 cm and 1 m.” Yet, <strong>ELNET</strong><br />
also has 1.8 m antennas in stock and<br />
even 3 m dishes are waiting for buyers.<br />
Since 2011 <strong>ELNET</strong> has been offering fibre-optic<br />
systems from G<strong>lo</strong>balInvacom<br />
in addition to its standard range. “As far<br />
as the price is concerned, the gap between<br />
conventional coax systems and<br />
G<strong>lo</strong>balInvacom’s fibre-optic systems is<br />
c<strong>lo</strong>sing,” says Asmundur Einarsson and<br />
predicts that “in one or two years the<br />
tide will turn in favour of fibre-optic distribution<br />
systems.”<br />
At any rate, <strong>ELNET</strong> is ready for the<br />
future and will continue to service the<br />
huge country of Iceland with all sorts of<br />
products, both large and small.<br />
4<br />
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