As a second-time participant at GITEX Technology Week, Shure regards the tech trade show as a vital platform for showcasing its offerings and capabilities to the Middle East market.
“The audio tools that are often found inside enterprise boardrooms and classrooms are now increasingly being linked to the network,” said Chicco Hiranandani, director, Shure, MEA. “Because of this, the responsibility of acquiring and deploying these tools have been shifted to IT.”
Shure is a global manufacturer of microphones and audio electronics. The company designs and produces high-quality professional and consumer audio products. “Our brand is very well-known in the consumer space. However, as audio becomes an enterprise IT topic we believe that it is essential that we reach out to technology decision-makers about our offerings in the corporate sphere and GITEX is the perfect platform for this.”
At the show, Shure is showcasing its solutions for enterprise and learning environments. “Our portfolio includes microphone technologies for video conferencing, corporate boardrooms, meeting rooms and even classrooms,” added Hiranandani. “Our products are compatible with most hardware and software codecs. We also have partnerships with the likes of Cisco and Polycom and our products are compatible with their conferencing solutions.”
He added, “Today, there is a strong demand from enterprises for video conferencing and collaboration tools. These kinds of solutions are changing the way businesses and the people within them communicate and audio is at the core of this process. Having a full HD video during a video conference would mean nothing if you can’t properly comprehend what the person on the other line is trying to get across. Being heard is very different from being understood.”
In terms of go-to-market strategy, Hiranandani said that Shure has always been focused on educating the market about the value that audio tools can deliver. “Our goals are centred on spreading awareness about our products and solutions. However, we don’t want to just push our products to customers. We want to ensure that organisations gain proper understanding of how vital audio solutions are to their IT infrastructures and help them find the right tools that will address their needs.”