Shure MEA moves home
MEA: Shure has officially opened a larger regional office in Dubai. Shure MEA has remained in Jumeirah Lakes Towers but migrated to an elegant and tastefully designed space at Swiss Tower in Cluster Y.
With its larger footprint, the new location offers more space for the Shure MEA team and the ability to expand its focus on education and training. Form and function have been combined to deliver a comfortable environment to absorb information in the well-equipped meeting/breakout rooms as well as the jewel in the crown, the classroom.
‘We have to make sure everybody is educated,’ said Shure MEA senior manager, Chico Hiranandani. ‘We start first with our distribution partners and in 2015 we had a dozen or so training and certification sessions with our distributors. We have two technical support engineers who flew out to the likes of Turkey, South Africa, Oman, Qatar, Kuwait and Saudi Arabia. Our main focus has been to make sure our distribution partners are up to speed on our latest products so what we are going to do in the future will be to have that training here.’
While having the space to host these product training days is a major advantage for the manufacturer, the extra room will also provide it with the opportunity to find out more about the needs of its local customers. This process was started in the old office, but the new location will improve the proposition.
‘Last year in our old offices, our market research and product development team from the US, met with consultants, integrators and rental companies, to ask them “what does the market need and what do you look for?”,’ elaborated Mr Hiranandani. ‘It was great to get feedback from our customers on this occasion. We are also finding a number of the end users of our customers require the customisation of our products, this is also something we are happy to discuss and help deliver to our customers. It’s all about engaging with the market.’
With this combination of training and education on both sides of the relationship, it looks like the office is going to be a busy place in 2016.