HENSOLDT Analytics Travels to the United States to Showcase HENSOLDT Group’s Offers at AUSA 2021


The HENSOLDT Analytics team, together with HENSOLDT Inc. and HENSOLDT colleagues from around the world, participated in the AUSA 2021 Annual Meeting and Exposition of the Association of the U.S. Army during October 11-13 2021, in Washington, DC.

The Association of the United States Army’s Annual Meeting is the largest land power exposition and professional development forum in North America. The Annual Meeting is designed to deliver the Army’s message by highlighting the capabilities of organizations and presenting a wide range of industry products and services, as well as panel discussions and seminars on pertinent military and national security subjects, and a variety of valuable networking events.

HENSOLDT Analytics Chief Visionary Office, Mark Pfeiffer, was present at the event for three whole days, showcasing our Media Mining System at work and presenting our latest developments. Together with the HENSOLDT team members and the US-based HENSOLDT Inc. team, he highlighted the entire HENSOLDT Integrated Sensor Solution portfolio to the many visitors exploring our booth.

Among the highlights of the event, Mark Pfeiffer pointed to the diversity of the visitors at AUSA 2021, the in-person edition: “We had several very high-ranking delegations from European nations, as well as the Americas, which was unexpected. The time they took to get a good overview of what we have and how it would positively change their abilities to adapt to the challenges that lay ahead of them was impressive.”

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Mark worked with colleagues from the entire HENSOLDT Group to support our customers and inspire them with our vision to fully integrate the greater HENSOLDT offering. During the event, our booth was visited by delegations from across the whole globe, with a few key moments for our Chief Visionary Officer, including a general who gave him quite a challenge during a live demo on our Media Mining System: “He was being completely silent and when I asked him if he liked what he saw, he just responded full of enthusiasm with “This is unbelievably awesome!”. This was definitely not what I had expected, and it gave us all a smile and a chuckle.”

One reason HENSOLDT Analytics attended the event in the USA was to catch up with the HENSOLDT Inc team and to find new approaches to interact with partners and customers we have not been able to see in the past 18+ months. “The HENSOLDT Inc. team was fantastic and made us feel welcome and part of the family immediately” said Mark, in relation to the collaboration with the US-based HENSOLDT Inc. team. “We shared our experiences on several topics and markets in a lively exchange that often carried over into nice evening dinner conversations. Especially on how to localize the products and how we can support each other in building integrated solutions from the various components and capabilities we have in the greater HENSOLDT Group.

Looking into future events, this edition of the AUSA played a role in reminding us of some important lessons. One aspect, according to Mark, is that surely this is a people and trust business: “Although many of us had met for the first time, just by spending a few minutes with each other we understood how we could link needs to offerings we have, which helped in guiding the visitors’ experience. We also immediately saw which components – beyond what we are already working on – can work together and so we responded even better to the questions and needs of our visitors. Plus, it is always helpful to meet colleagues when they are not in the rush of a busy office day…”

We would like to thank the HENSOLDT and the HENSOLDT Inc. team for the outstanding organisation of the event and a wonderful teamwork.

HENSOLDT Analytics
HENSOLDT Analytics

HENSOLDT Analytics is a global leading provider of Open Source Intelligence (OSINT) systems and Natural Language Processing technologies, such as Automatic Speech Recognition, which are key elements for media monitoring and analysis.