A Conversation with Richard Kwasneski, President of Simplified MFG
At True49, we believe in partnering with brands that don’t just follow industry trends — they shape them.
Simplified MFG has earned a reputation for pushing the boundaries of HDMI performance, long-distance signal extension, and eARC innovation. But behind the technology is a philosophy rooted in solving real integration challenges.
We sat down with Richard Kwasneski, President of Simplified MFG, to discuss the origin of the company, the future of AV distribution, and what Canadian dealers can expect as Simplified expands through True49.
Origin & Vision
What inspired the creation of Simplified MFG?
It happened over time. The main inspiration was the ability to work directly with the chipset creators at GSV. They’re a silicon creator, and having direct access to the engineers designing that silicon was incredibly appealing.
The first device we created was the EXMICRO extender. Once I saw and worked with the first prototype, I immediately realized the potential of that partnership.
The name “Simplified” suggests clarity in a complex industry — what does that mean to you?
HDMI is complex technology. If you address the core integration issues, you can make devices far more “plug and play.”
Take the EXMICRO3 — our fifth-generation EXMICRO product. It stands out because:
- 70% less current draw than many other HDMI extenders — less heat, fewer issues
- Flashes 12V flashers in the IR out port
- Intuitive diagnostics
- Second-level diagnostics via PC for unique cases — we’ll identify the issue and write firmware to solve it
- Extremely low return rate and incredible reliability
And that’s just an extender.
In our matrices, we preset EDID and scaling so systems operate at 90% or better capability right out of the box. Ease of use and reliability are our mantra.
What problem in the AV industry were you determined to solve?
I wanted to make uncompressed — or slightly compressed — AV distribution as easy or easier than AV over IP.
I don’t believe in 1Gbps AV over IP in residential applications. In commercial? Fine. But in residential, when something is touted as “the best,” it should deliver that.
Our goal has been to continually improve scaling and plug-and-play reliability. I believe we’ve reached that in many of our newer devices.
In a crowded HDMI market, what makes Simplified fundamentally different?
We pay attention to our integration partners’ pain points.
The EX1L was created because integrators often work with infrastructure that’s 20+ years old. We engineered 120m capability to send modern signals over legacy cabling.
And now look at the EX2-8K — same long-distance capability at 18Gbps 4K, but with technology that supports HDMI 2.1 up to 40Gbps. That means 4K 120Hz up to 90m.
HDMI 2.1 isn’t just about gaming — the improvements over 2.0b are dramatic. It’s superior in every measurable way.
Innovation & Technical Leadership
Why was pushing bandwidth limits so important?
It’s how you learn.
We had a region where set-top boxes would shut off audio when presented with an “enhanced” 4K signal. Yes — the response was to turn off the audio.
That experience led us to create PC-connect diagnostics in our devices so we can analyze issues quickly and efficiently. Instead of guessing, we identify the issue and solve it properly.
Don’t get me started on eARC/ARC. (laughs)
What’s the most common signal distribution mistake integrators make?
Thinking things should work intuitively.
HDMI is complex and knowing how it works helps, but that is a lot of moving parts. Let us help.
How did Simplified approach solving eARC and high-bandwidth pain points?
We were first. We created the EXeARC1 a good solid one and a half to two years before anyone else had one. Oh man did we learn a lot.
Today, we have 16 devices that support ARC and/or eARC. We have a great understanding of the common misconceptions and pain points of integrating ARC/eARC.
As for high bandwidth, that is at our very core. Being able to do this and use common technology and created technology like the EXMICRO is in our DNA.
Where is HDMI and AV distribution heading over the next 3–5 years?
We predicted the pull back on 8K and the degradation of the pricing of 4K displays. The EXMICRO line was created with this in mind. This way your extender isn’t twice the price of the display.
Here are our thoughts and direction:
- 4K 120Hz will be a thing. AppleTV and gaming will help drive it.
- Displays are getting bigger. Multiview processors and ways to put more information on large displays will continue to grow.
- eARC/ARC is a very high growth segment.
- Dante audio distribution will become more accepted as it is simplified.
- Incorporating uncompressed/slightly compressed AV distribution at a reasonable price will put this back in the hands of the middle class.
Integrator & Dealer Focus
Who is the ideal Simplified dealer?
Oh, I don’t know! (laughs) I really enjoy what I do and what the amazing people I work with accomplish. It is fun for me, even when it is hard. I think working with people that enjoy what they do is ideal.
What should Canadian dealers know?
That we have their back. With the ability to analyze the connection, that is a game changer.
Being able to analyze an issue and write specific firmware to solve the issue is paramount. Also, we will listen.
Advice for long-distance 4K/8K runs?
- Keep passive cables short (2–3m max)
- Active cables are essentially extenders — run a backup Cat6A or two
- Know that HDMI 2.1 really is superior, but if one component does not support it in the chain, the benefits are gone
- The EX2-8K was engineered for 40Gbps on category cable up to 90m at a reasonable price
Strategic Fit with True49
Why partner with True49?
Long term partnerships. Most of the company and folks here at Simplified MFG have known each other for quite a while.
How does a distributor add value beyond just moving product?
Back to the relationship. Even though we are neighbors, the international border can cause challenges. Having good partnerships is the true key to success.
What kind of support can dealers expect?
We are here! Tru49 is there. Sounds simple, but isn’t it funny when you really need people sometimes, that they are not? We will not only be there but take every challenge as something that should be solved. I think those who know me that I need to find the answer, or it will drive me nuts. We all work that way here. (laughs)
Leadership & Philosophy
What’s one principle you’ve built Simplified MFG around?
Take care of the people that sell your company. We contract our marketing, our payroll, our bookkeeping and our HR, why? Keeps the core small and focused. Concentrating on the people that sell your company breeds success.
How do you define success in this industry?
So many things! Do people like to do business with us? Are our partners successful at least partially because of us? Is our team happy? Successful? I think those things are important indicators of success. Do the important things, money (often used as a measurement of success) will follow.
What motivates you personally in leading the company?
Doing things no one has been able to do. I think the one that is the most fun, was the EXeARC1 as no one has been able to knock it off. The technology in it is 100% ours from scratch. These things are fun, wait until you see the devices that are on the immediate horizon!
Final advice for growing AV businesses?
Choose your partnerships well. Work with people that understand that your success is directly tied to their success.
Also, do they look happy? Or is it just a job?
Want to learn more? Reach out to True49 for product guidance, application support, and dealer onboarding for Simplified MFG in Canada.
