InterviewsOutlook

Outlook 2022: “A Variety of Audio Tech Are Going to be in Demand”

Chicco Hiranandani, the Director for Sales in MEA for Shure, says that 2022 should bring more opportunities to continue to prove that Shure products are essential for an evolving world.

How was 2021 for the industry and your company?
2021 was unique for Shure and for the industry. As live events like concerts and theater returned to normal, it created more demand. However, that demand occurred at the same time as global shortages in electronic components and challenges in shipping logistics. We’ve been able to pivot to help ensure our customers receive our products as soon as we can deliver.

Some of our product lines were in more demand than ever before, as we saw more customers purchasing podcasting microphones, and other equipment for remote meetings and learning in the education sector. The restrictions in trade shows in certain regions certainly affected our ability to connect with many of our current and potential customers, but we’ve also been finding new ways to connect remotely or on an individual basis.

What sort of opportunities will 2022 bring along?
We are hoping that 2022 brings more safety and stability for everyone. We all want to get back to “normal.” 2022 should bring more opportunities to continue to prove that Shure products are essential for an evolving world.

Did you face any challenges in 2021?
2021 presented a number of challenges, but our partners were able to be agile and needed to deliver for our customers. We’re really proud of the way our company and our customers have responded.

What were your key achievements in 2021?
We’ve continued to make Shure a great place to work, earning third-party recognition for being a top workplace. Our product development continued to be strong, providing new innovations for a variety of customers. New products launched included global availability of the Stem Ecosystem, the new ADX5D portable receiver, the new MicroFlex MX415 dual cartridge microphone, the new AONIC Free true wireless earphones, and expanded capabilities for the SLX-D digital wireless system.

Do you see opportunities in the regional markets with new markets opening up?
We are very optimistic about regional markets and have positioned ourselves in a way to closely meet the needs of our regional customers more so than ever before. Shure is a global company with nearly 40 manufacturing facilities and regional sales offices throughout the Americas, EMEA, and Asia.

According to you, which technologies will be in demand in 2022?
A variety of audio technology needs are going to be in demand. Live music, theater, education, government, home recording, business, houses of worship, content capture, consumer listening – all are areas of importance in 2022 and will require different types of Shure products and solutions.

What will be your key focus areas for 2022?
2022 will be focused on helping customers adjust to the new realities of business. We look at ourselves as partners and we want to work with our customers to make sure we are providing them with the right solutions.

Do you plan to enter new markets or add new products/applications to your portfolio in 2022?
We are always looking at continuous improvement of our product lines. We listen to customers to hear what they need and try to adapt accordingly. We haven’t been a leader in audio technology for 96 years without delivering quality innovation, products, and service.

We continue to evolve to meet the changing needs of the industry. Our people, our products, our customers – we are proud of what we’ve been able to accomplish in 2021 and are looking forward to 2022.

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Chris Fernando

Chris N. Fernando is an experienced media professional with over two decades of journalistic experience. He is the Editor of Arabian Reseller magazine, the authoritative guide to the regional IT industry. Follow him on Twitter (@chris508) and Instagram (@chris2508).

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