Shure to cement business with SIs
Vendor wants to cement credential in the AV and IT segment
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 audiovisual (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 in our region,” he said.
Mannai says the IT sector and AV segment are merging.