Shure to ce­ment busi­ness with SIs

Ven­dor wants to ce­ment cre­den­tial in the AV and IT seg­ment

Channel Middle East - - Front Page -

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.

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