UC Advanced - issue #7


Are you Shure you can Hear Me?

How does a leading brand in audio technology view the collaboration market?

Every year Ofcom produces a report that outlines how the people of Great Britain and Northern Ireland consume their entertainment content for people like me who find that sort of thing interesting. In the 2023 report, the media regulator found that one in five adults listen to podcasts each week, equating to roughly 11 million adults, which may not be surprising to many given the number of podcasts that have popped up since the turn of the decade. In fact, the podcast industry is set to grow to $149.34 billion in 2030 according to Polaris Market Research and it’s not hard to work out why, when this content is being cut up into TikTok videos, and YouTube Episodes as well. One thing that links most podcasters, nay, content creators together is the equipment they use. Specifically, if you look closely, the word ‘Shure’ is often etched on the microphones that pick up everything someone has to say; for better or worse. Priding themselves on capturing high- quality audio, Shure is consistently identified as a ‘key player’ in the events audio industry, has built a large podcast mic market, and is getting ready to celebrate a century since S.N. Shure set up the “Shure Radio Company” in

Chicago in 1925. That knowledge is now being focussed in the virtual meeting room, bringing quality audio to the masses, because, as Shure Senior Director of Global Strategic Market Development, Rob Smith says you can’t have a meeting when you can’t hear anyone. “When you think about it, there are three elements in a meeting,” said Smith. “You’ve got the video, content sharing, and audio. “If you take away the video, the meeting can pretty much carry on, and a lot of people have meetings with people turning off the cameras. If you lose the content it’s going to impact some meetings but we have the ability to talk through a presentation. If you take away the audio the meeting is done. “So if we look at the hierarchy of importance audio has got to be first but for a long time it’s been the least regarded part of the puzzle. In the last few years, we and others have been trying to demonstrate the need for good audio, and I think the message has got through for that top-tier room, in the boardroom, and the multi-purpose spaces. “Generally speaking, most people realise you’ve got to have decent audio because otherwise, half the people in the room don’t

Rob Smith Senior Director, Strategic Market Development


Using the built- in camera and microphone in a laptop might work... but to be sure businesses should want to have a good setup, and it’s actually quite easy to do...

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