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Shure MEA moves to cement business with IT systems integrators

Vendor wants to cement credential in the AV and IT segment

Shure MEA moves to cement business with IT systems integrators
Mannai says the IT sector and AV segment are merging.

Shure Middle East and Africa (MEA), a manufacturer of professional audio products, has said that it is seeking to recruit and engage systems integrators from the traditional IT channel.

The company, which normally works with systems integrators that have specialised in the audio-visual (AV) sector, stated that the move to seek systems integrators from the IT segment is aimed at helping Shure to cement it business and raise its credentials in the broader MEA channel.

Shure also stated that as convergence between the AV, profession audio products and the tradition IT solutions has continued at a rapid pace, it is important that the company develops its channel business with traditional IT systems integrators that have no domain expertise in the AV sector.

Yassine Mannai, market development manager, Middle East and Africa at Shure MEA, said traditional IT companies are used to win big projects including low current systems and traditionally the manufacturers prefer to delegate the part of low current systems to its certified resellers. However, Mannai pointed out that at Shure, the company provides support to IT systems integrators by training them and offering on site support. "We already have an established network of IT systems integrators that we work with through our distributor and we are maintaining the relationship with them, as they are our window to the global customers in our region," he said. "What we are aiming to achieve as we reinforce our channel and partner efforts in the traditional IT industry is to work closely with IT companies that offer archiving solutions, interfaces and software codec solutions for video conferencing."

Mannai explained that Shure is aware of the changes happening in the market and knows that IT and AV are merging. "We know the amalgamation between AV and IT is happening quite fast and systems integrators on either side are expected to invest more in training and in hiring AV professionals with IT background who can play an important role of an being an AV consultant," he said.

Looking to develop its business with systems integrators that have domain expertise in corporate and enterprise space, Shure is ramping up its channel activities to ensure it engages with the right partners in MEA.

"By strategic and close to the market to understand the requirements of the end user customers, the company is able to educate them about the latest solutions and technologies coming from Shure," he said. "This helps us to set the expectations of the end user customers and make the life of our systems integrators easier when they communicate with educated and well informed customers."


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