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Communication & Networks

Shure: Brand new boardrooms – around the globe

For the past 90 years Shure has provided quality sound at concerts and in recording studios. In 2015 the US microphone specialist took to the CeBIT stage for the first time. But why?

05 Nov. 2015

The Shure Unidyne 55 is a cult object. "It has been present at some of the world's most memorable milestones, and has been used by dozens of influential icons to tell their own stories; from President John F. Kennedy, to Elvis Presley, Frank Sinatra, and many others," said Sandy LaMantia, President and CEO of the US microphone manufacturer Shure at the exhibition Making Music Modern in New York. Recognized for its legendary design, the Unidyne has been on exhibit since July at the Museum of Modern Art.

It is completely understandable to see Shure at the MoMa. But what is the microphone manufacturer doing at the world’s leading event for Business IT? Shure was a guest at CeBIT for the first time in 2015.

"Two developments were decisive factors in favor of Hannover," explains Torsten Haack, Director, Market Development Systems Business EMEA at Shure Distribution GmbH in Eppingen. "On the one hand the UC market has been developing more and more toward connectivity in conference rooms," says Haack. "New types of meeting rooms are being designed with a high demand for communication and flexibility. We see this market moving and growing in our direction." On the other hand Shure has made a strategic decision to focus more strongly on conference technology.

At the Communication & Networks cluster at CeBIT 2015 Shure showcased modern wireless microphone solutions for systems integration.

"The hot topic at our stand in Hall 13 was 'Conference', in other words the form of communication that typically occurs in boardrooms around the globe, whereby our focus of course is on the front-end of microphones and aesthetics."
Torsten Haack

Shure presented the new digital wireless microphone system Microflex Wireless in its "typical working environment." A conference table was "mic'ed according to market need" in front of a large display with a video camera, explains Haack. Especially the designer base transmitter MXW-8 with the short gooseneck was used, at times with table boundary, bodypack or handheld. "The MXW transceivers communicate via DECT with the antenna and/or the central system – secure transmission is important here," states Haack. Shure uses AES-256 encryption; the system components communicate using Dante digital audio networking.

In terms of lead generation, new business and feedback, Haack gives his company's debut at CeBIT "full marks". There was little Shure could do to increase customer loyalty since its existing customers are "not yet" part of CeBIT's public as Haack observed. "We focused primarily on generating business from new customers, which for us also includes initiating strategic partnerships – Shure is 90 years old." A decisive factor for success has been "the correct positioning". "The advice we received from the CeBIT team in terms of choosing the hall and the area of focus was very helpful," explains the company's marketing director. As a stop on the CeBIT Guided Tour his company "was able to present itself to many potential customers, which has resulted in valid business contacts."

"Conceptually we hit the bull's eye with CeBIT 2015,"
says Torsten Haack.

For that reason, Shure is not planning to change much in 2016. However, visitors to CeBIT can look forward to at least one innovation. "We will be presenting a new technology that will revolutionize the field of A/V conferencing."

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