Interview with Klaus-Joerg Jasper, Senior Sales Director Middle East & CIS at Lawo.

Early Life and Family Ties

– Where and when were you born? Who were your parents?

Jasper: I was born in Munich, Germany. I grew up there and was educated there. In 2008, I migrated to Switzerland to join Lawo, so now I hold both German and Swiss nationalities. To delve a bit into my background, my mother was a teacher, and my father led the technology department in the ministry.

– It sounds like engineering is in your genetics.

Indeed, it is. My grandfather was an engineer—a real one. Whenever something broke at our home, he’d come to fix it. I was always intrigued when he’d bring out his soldering iron and start repairing things.

– Did you try to emulate him?

Absolutely.

– Was he a good role model and teacher for you?

He was. He had a lot of patience. What I learned from him was not to rush things. Some might say it’s the German way. He taught me to evaluate situations before diving in—to step back, assess, and then act once you’re sure of the approach.

Academic Pursuits and Interests

– Which subjects did you enjoy in school?

To be honest, during my school years, I wasn’t particularly keen on the curriculum. My appreciation for education came later in life. In school, I was more into sports. But if I had to choose academic subjects, I’d say I enjoyed Physics, Music, and of course, Sports. My interest in other subjects, like Languages and Mathematics, developed later.

– What kind of music and sports did you like?

Are you referring to my younger years or now?

– When you were younger.

I played the piano, but I also had a keen interest in electronic music. I spent all my pocket money on synthesizers and loved experimenting with the sounds they produced, especially when combining different oscillators and filters. As for sports, I’ve always loved being outdoors, whether it’s cycling or jogging, for instance.

– I’m surprised you didn’t mention football.

While I wasn’t a big soccer fan, I grew up near the training center of Bayern Munich. Back then, it was easy to spot some of the team members. My interest wasn’t so much in the game itself but in seeing the players. However, my perspective has changed since my son is a huge soccer enthusiast.

– How old is he?

He’s eleven. He’s quite knowledgeable about Bayern Munich and often educates me on the finer details. Oh, and I should also mention I have a 9-year-old daughter.

Early Career and Foray into Engineering

– At what point did you start considering your future and how did you choose your university?

I’ve always had a fascination with electronics. After school, I undertook an apprenticeship to learn how to repair consumer TV and radio sets. This lasted three and a half years, giving me a deep understanding of electronics. Even then, I felt a strong connection to the media. After my apprenticeship, I interned at the Bavarian Broadcast Union for six months. Then, I had to complete mandatory military service in Germany. Following that, I attended a year of school to qualify for university studies. I pursued Electronic Engineering at the Munich University of Applied Sciences. Throughout my studies, I continued working part-time for the Bavarian Broadcast Union and even completed my master’s thesis with them. It was a comprehensive educational journey.

– What role did you have in the military?

Given my background in repairing TV and radio sets, I was assigned to a unit associated with the mountains. My primary responsibility was to repair walkie-talkies and communication systems.

– What was your first paid job, and how did you come across it?

I worked as a paperboy.

– How old were you then?

I believe I was around twelve.

– How many children were in your family? Do you have siblings?

We were three children in total. I have two older sisters.

– Two older sisters, so you were the youngest. But you started working as a paperboy at twelve. Why?

I wanted to earn my own pocket money, especially to buy synthesizers and such. I’ve always been keen on having my own money and spending it the way I wanted.

– Was your paperboy experience similar to what we hear about in the United States, with the use of bicycles?

Yes, I delivered papers on a bicycle. I recall some challenging times due to Munich’s unpredictable weather. I remember using some of my earnings to buy a Sony Walkman. Biking through the rain while delivering papers and listening to music was quite an experience.

– What was your first job as an engineer?

During my engineering studies in Munich, I began with system integration. After completing my studies, I had the option to stay with the Bavarian Broadcast Unit as they wanted to hire me as a broadcast engineer. However, I chose to join a smaller company. I spent five years there, primarily planning OB vans, studios, and learning about various aspects, including air conditioning. It was a rich learning experience.

– You mentioned it was a small company. Do you recall how many staff members they had at the time?

There were around fifteen people when I joined.

– Did that include the OB van builders?

Actually, we had partnered at that time with another company who did the coachwork, so our responsibility was the planning and later we supported with system integration. The team handled not just OB vans but also studios and theaters. Even though it was a relatively small company, it was growing. After five years, I got involved in a project with Lawo and built a good relationship with them.

– What was your initial role in system integration?

I was brought on board as a planning engineer, specifically an electronic engineer for planning. My responsibilities included handling the audio, video, and control systems of the OB van.

– Regarding Lawo, what was your response?

I accepted the offer. But, as my grandfather taught me, I first took a step back and discussed it with my dad. Switzerland is adjacent to Germany, but it’s still a different country. You’re crossing a border and leaving everything familiar behind. Fortunately, the language is the same, but it’s a significant change.

– Absolutely, they’re distinct countries.

Making the decision wasn’t easy. I consulted my dad and my then-girlfriend, who’s now my wife. She decided to come with me, so we bid farewell to Munich and relocated to Zurich, Switzerland.

– What role were you offered at Lawo?

I joined Lawo as a project manager, but my role was a mix of project management and sales. Initially, Lawo’s primary market was Germany and nearby countries like Austria and Switzerland. However, Philip Lawo wanted to expand globally. He set up an office in Switzerland, which was tasked with this global expansion. The reason for choosing Switzerland was partly because a key hire from a competitor, Studer, wanted to remain in Switzerland.

– So, the objective was to expand from Switzerland to a global scale, rather than from Germany?

Precisely. Lawo was primarily an audio company then, and our main competitor was Studer, a Swiss company. Philip Lawo persuaded a key figure from Studer to join him in this global expansion, but this individual wanted to stay in Switzerland. That’s how Lawo’s first international office came to be in Switzerland. Some employees from Lawo Germany moved to Switzerland, some from Studer joined, and I came from Munich. It was a pivotal decision for me, offering numerous learning opportunities and exposure to diverse cultures.

Journey with Lawo: Beginning and Evolution

– How has your career evolved at Lawo?

I began as a project manager, juggling both projects and sales. As the company grew, we had to specialize. My focus shifted solely to the Middle East, and I was promoted from sales manager to Sales Director for the region.

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– What prompted the shift from engineering to sales?

I’ve always been intrigued not just by technology but also by the art of selling it. During my studies, I ran a small business selling broadcasting equipment to local broadcasters in Munich. My friends often joked about my knack for sales, dubbing me “import-export.” They’d approach me for deals on items like TVs. I’ve always enjoyed this aspect of business. Even during my apprenticeship, I had the chance to learn sales techniques from the company’s owner. Perhaps sales is in my genes, though I’m not sure where I inherited it from—it wasn’t from my dad or grandfather.

– You mentioned that you were promoted to Sales Director. What came next?

After serving as the Sales Director for the Middle East, I was promoted to Senior Sales Director, expanding my responsibilities to include the CIS countries. This happened about six months before tensions escalated with Russia. We see a lot of potential in CIS countries like Kazakhstan, Georgia, and Armenia, and we’re actively pursuing opportunities there.

– What’s the most interesting project you’ve worked on?

One project that stands out is my first big project with Al Jazeera Sports – now BeIn Sports – in Qatar, which was valued over a million euros. At that time, we were primarily focused on audio systems, not video. This project was a significant milestone for me and remains memorable.

– How did you adapt to the business culture and traditions in these regions?

I learned to listen, be patient, and respect different cultures. This isn’t just applicable to the Middle East but is a general principle everyone should follow.

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Lawo’s Current Stand and Future Prospects in the Broadcast Market

– What are your thoughts on Lawo and its technologies? Where does the company stand in the broadcast market, and what’s next?

That’s a big question. I’ve been with Lawo for over fifteen years and have witnessed its evolution from an audio-only company to one that handles audio, video, and control. My background in IT and electronic engineering helped me adapt easily to these changes. Lawo has shifted from selling individual components to offering comprehensive systems based on IP infrastructure. The company is continually growing, and a significant portion of our earnings is reinvested in R&D. I see Lawo further expanding its system offerings in the future.

– What are your plans for developing your company?

During the last decade the company, which started as an audio company 50 years ago, became the go-to place for IP-based core video infrastructure, video processing, multi-viewers, and broadcast control systems. As an IP-native company from the very beginning we were at the forefront when topics like remote production or distributed production environments saw the light of day, and thus today we are able toprovide unparalleled workflow solutions for audio and video production facilities based on our global experiences. Especially the introduction of HOME Apps at this year’s NAB resulted in enthusiastic customer feedback, as this approach gave a glimpse into a future for broadcast infrastructure with unparalleled efficiency and flexibility.

Lawo’s HOME Apps represent the abstraction of broadcast and media functionality from the generic hardware that does the compute heavy lifting. When users need it, where they need it. And with a revolutionary commercial model: ‘Lawo Flex’ will allow customers to combine traditional purchasing possibilities of the technology with a subscription scheme that helps manage peaks in functional requirements in a flexible and cost-effective manner. Along with the introduction of HOME Apps, HOME’s three existing pillars – Connectivity, Security and Management – are joined by a fourth building block – Processing – that will future-proof broadcast and media operations, infusing them with a striking amount of flexibility and scalability. And we’re having big plans for further developing the HOME platform.

Personal Life and Hobbies

– You mentioned you have two children?

Yes, I have a son who’s eleven and a daughter who’s nine.

– Aside from your career, what would you consider your main achievement in life?

My greatest achievement is finding happiness.

– How do you spend your time outside of work?

I cherish moments with my family and enjoy engaging in outdoor activities. We live outside Zurich in a more rural area, which allows us to embrace nature. I love cycling, hiking, and just spending quality time outdoors with my family. I’m also passionate about music, both listening to it and creating it.

– Creating music? Tell me more.

I’m into electronic music. Now and then, I sit down with my synthesizers and craft new sounds. Additionally, I believe in giving back to the community. We live in a village of about three thousand residents, and it thrives when its members contribute. I engage in volunteer work here, helping out in various capacities.