Sponsored: StarBoard powers up EMEA’s audiovisual market
The company’s product portfolio is based on the promise of advanced collaboration and connectivity.
01 March 2025
StarBoard Solution GmbH (StarBoard), a leading global manufacturer of interactive whiteboards and displays, plans to intensify its focus on Southern Africa’s emerging interactive android-based audio-visual technology space. The company’s track record of being first-to-market with highquality, accessible technology is a winning differentiator and has helped it secure an exclusive distribution deal with the PanSolutions Group.
PanSolutions Group provides a comprehensive range of Starboard Interactive Displays, mobile smart screens, open pluggable specification (OPS) solutions, and learning software. Additionally, the group offers in-country product supply, nationwide delivery across South Africa, first- and second-line support, onsite training and financing solutions for its reseller base.
StarBoard’s roots go back to 2001 when it aligned with Japanese tech firm Hitachi. The alliance established a manufacturing plant in Shenzhen, China, and quickly emerged as a production house for technology engineers.
In 2016, Hitachi ended its involvement in the interactive display space. As a result, we acquired the StarBoard brand exclusively for our use, ensuring its continued innovation and legacy under our stewardship. In fact, this change brought us closer to our users by enabling a more direct route to market, enhancing our ability to understand and meet their needs. StarBoard continued to produce and distribute the StarBoard brand successfully – one of two top-tier global brands in the technology solutions space.
EMEA focus
Michelle Bulbring, Vice President, StarBoard Solution, joined StarBoard in 2017. Two years later, the company had established a firm footing in South Africa and a solid customer base. Bulbring’s mandate has been to get “feet on the ground” across Africa and gain a full understanding of the variety of technology requirements of the countries making up the continent. The strategy is to enable customer demand to help drive its product road maps and its ability to roll out high-quality, in-demand technology “from the assembly line straight to the customer”.
The company uses its inhouse expertise, experience and knowledge of the market to meet Africa’s needs.
“We’ve kept close contact with our customers and we regularly exchange information in real-time,” says Bulbring. “Our customers actually determine our product development and rollout.” This rapid turnaround from concept to solution gives Star- Board a significant competitive advantage, driving remarkable growth in Europe.
In 2024, StarBoard achieved a healthy market share and an impressive 500% growth, a success that Bulbring aims to replicate in South Africa in 2025, with the country serving as its central base and gateway to other countries on the continent.
StarBoard closely monitors projects and tender business opportunities, confident that its unique capabilities offer a competitive edge. The company excels in customising solutions at scale, tailoring products to meet local requirements and tender specifications within just 20 days of production. StarBoard’s agility in manufacturing to customer specifications or project needs sets it apart, allowing it to meet government-led initiatives while seamlessly adapting to the local environment.
Its technology is used in a range of sectors, including education, government, healthcare, manufacturing and retail, among others.
The company’s product portfolio is based on the promise of advanced collaboration and connectivity.
Despite the challenges of operating in emerging markets like Africa and facing strong competition, Bulbring and her team have executed their strategy with precision, establishing StarBoard as a formidable player in the interactive flat panel industry.
Sean Loeve, group executive, professional AV division, hi-tech services centre and group product development at the PanSolutions Group, reiterates the alliance’s value proposition, saying it’s a strong partnership that ticks all the right boxes – namely quality, affordability, reliability and ease of use.
StarBoard is ambitious and tenacious, qualities that will come in handy as it seeks to engage more markets in Africa.
Michelle Bulbring - mbulbring@starboard-solution.com