Interview with Marco Weissert, Senior Director of Sales & Marketing MEA, Shure

Shure‘s Axient Digital ADX series wireless transmitters now globally available through all worldwide resellers and distributors.
Marco Weissert, Senior Director of Sales & Marketing MEA, Shure
Marco Weissert, Senior Director of Sales & Marketing MEA, Shure

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Shure‘s award-winning Axient Digital ADX series wireless transmitters are now globally available through all worldwide resellers and distributors. The company’s latest wireless technology promises to provide breakthrough RF and Audio Performance for the world’s Broadcasters, Theater Shows, and Venues.

As the new premier wireless solution in Shure’s portfolio, the ADX series offers enhanced features and form factors, including the ADX1 and ADX2 bodypack and handheld transmitters, ADX2FD frequency diversity handheld and ADX1M, the first micro bodypack with an internal self-tuning antenna.

The premier micro bodypack transmitter from Shure is a compact bodypack with an internal antenna—enables greater concealment and more comfortable wear in theatre productions and other applications requiring discreet placement. With its breakthrough RF performance, wide-tuning, High Density mode, and encryption, the micro bodypack enables premium, professional-quality wireless digital audio.

Digital Studio: What are the main features that end users look for with digital wireless audio technology?

Available frequencies will become an issue. Knowing that, end-users are looking for systems that can manage multiple channels in less bandwidth. Digital wireless technology is the only option to get the best out of fewer frequencies. Furthermore, digital transmission is a guaranteed RF technology – given the fact that the setup was done properly. If it works, it works to 100%, while analog provides a higher risk to be disturbed.

DS: With development of wireless audio technology moving fast do you see major issues over spectrum allocation and regulation?

Actually less than before. As explained above, the modulation of digital systems allows us to bring more channels on less spectrum.

DS: What are the key innovations and enhancements in the Axient Digital Wireless system?

Axient Digital features a receiver that is compatible with its two transmitter offerings, the AD Series and ADX Series. AD Series transmitters deliver a tremendous level of core product benefits, including exceptional RF performance and digital audio. Axient Digital ADX Series transmitters incorporate ShowLink, which provides real-time control of all transmitter parameters with interference detection and avoidance. The ADX Series also includes the first micro bodypack (ADX1M) with an integrated self-tuning antenna, enabling greater concealment and comfort. Catering to evolving customer needs - especially in an environment of continued RF spectrum pressure - Axient Digital provides high-performance RF, exceptional audio quality, command and control, and hardware scalability.

DS: What are Shure’s plans for 2019 globally and within the Middle East?

Shure will further invest into the Systems market and into the Broadcast market. One key factor is to get closer to the users and to have Shure employed experts supporting our business partners locally. With regard to Middle East: Our team in our Office in Dubai will grow. Market Development Experts in Systems and Pro will be the focus.

DS: Tell us about Shure’s partner training and educations program

In today’s world of constantly evolving technology and innovative design, it is necessary that audio professionals are provided with up-to-date technical insights and training in these rapidly evolving fields. The Shure Audio Institute is an educational and networking platform for systems integrators and consultants, retailers, the pro audio industry and Shure end users including musicians and engineers. With a variety of online video courses and instructor lead workshops, Shure provides deep expertise and practical skills on technical, sales, and product solutions. Detailed information can be found on https://shuremeasa-shure.talentlms.com/

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