The well-known Shure brand participated with a booth of the same size as last year’s edition, although it did not present any new products at ISE 2023, to strengthen technical and commercial partnerships and present itself even better to end customers
Shure’s Market Development Manager Samuele Apostoli has no doubts about the success of this edition of ISE: “For me it was the best ISE to date, with great turnout and, as far as Shure is concerned, an important number of Italian customers, both partners and System Integrators, but above all a lot of end customers – such as banks, institutions, etc. – and interesting projects to take forward.”
So for Shure there were no new products this year at ISE, but a very strong presence nonetheless in the heart of the event: “The launch of new products will be later,” Simone Apostoli confirms, “but we wanted to keep the same stand as last year in view of the importance of the event. We have reintroduced our MXA920, which was presented right here at ISE in the last edition, and which today is not only a novelty but is available and orderable. In addition, we took advantage of this ‘ISE-bis‘ a few months after the previous one to present at its best all the technical and commercial partnerships activated in the past months, from Crestron to Logitech to Barco. In the booth we had all the integrated solutions with these vendors, which allow us to meet many more needs and create added value for both us and our partners. With Crestron, moreover, there is strong technical integration: we are opening APIs and, through a platform called SystemAPI, we give other vendors the ability to remotely manage our products.”
The pandemic years, on the other hand, have brought a strong focus back to audio. During a video conference hearing well is the first requirement, however much the video aspect adds interactivity. However, it is everyone’s experience that in the absence of quality audio, the effectiveness of meetings, especially hybrid ones, plummets dramatically.
Samuele Apostoli agrees: “In 2013, when we launched MXA910, video conferencing was the preserve of large or very large companies; today it is common practice, everyone does it, even small companies and individual users! This is the big change from complex hardware-based video conferencing systems to the use of software platforms, which are agile and accessible to everyone. Shure has the specific, mid- to high-end products for hybrid meetings in rooms of all types and sizes. We are less suited for so-called huddle rooms, for which very simple and compact soundbars and video bars are mostly needed. However-and here Simone greets us with an important piece of information-we recently acquired Stem Audio and have added Stem Ecosystem to our list, which is perfect for covering huddle rooms. It is a flexible system that combines different products to create ad hoc systems for small to medium rooms.”
