Yassine Mannai, the Associate Sales Director at Shure, says spatial audio is transforming how people experience sound, offering applications in gaming, entertainment, and even virtual meetings

How did the industry and your company fare in 2024, and what were the key highlights?
The year 2024 was a landmark year for the audio industry and Shure, marked by remarkable growth and innovation. With the demand for immersive audio experiences continuing to rise, the global audio equipment market expanded from $35.4 billion in 2023 to $36.77 billion in 2024, reflecting a compound annual growth rate (CAGR) of 3.9%, according to the Business Research Company.

This steady growth in the professional audio sector has been fueled by advancements in live events, hybrid workspaces, and content creation industries. A key highlight of 2024 was the launch of the Axient Digital PSM, unveiled during an exclusive event at the Jumeirah Emirates Towers in Dubai. This event brought together industry leaders, partners, and customers from the MEA region and CIS countries. The Axient Digital PSM represents the future of wireless technology, offering unmatched precision and reliability for professionals across industries.

What opportunities do you foresee for 2025, and how do you plan to leverage them?
Shure will celebrate its 100th anniversary making 2025 a milestone year. We see extensive opportunities in both emerging technologies and regional markets’ demand. The rise of AI-driven audio enhancements and spatial audio applications opens avenues for redefining sound experiences across industries.

By building on our strengths in conferencing and collaboration tools, we aim to meet the growing demand for reliable, high-quality audio solutions. Our centennial celebrations will also provide an opportunity to connect with our customers and partners, showcasing the journey and innovations that have defined Shure’s legacy.

What major challenges did you encounter in 2024, and how did you address them?
In 2024, we faced a variety of unique challenges in the Middle East and Africa (MEA), such as intense regional competition, diverse consumer demands, rapid technological advancements, economic volatility, sociopolitical instability, and stringent regulatory and compliance requirements. Recognizing these challenges, we maintained a highly adaptable operational model and established robust risk management practices.

Furthermore, we ensured compliance with the intricate regulatory landscapes by adopting stringent quality and environmental management systems, adhering to both global and regional standards. Through these comprehensive and region-specific strategies, we successfully tackled the challenges in MEA, reinforcing our market presence and driving growth in these diverse and dynamic regions.

Which emerging technologies do you believe will be in high demand in 2025, and why?
Spatial audio, AI-powered sound optimization, and immersive collaboration tools are predicted to be in high demand in the upcoming year. The demand for advanced audio technologies is on the rise, with the global 3D audio market, including spatial audio applications, projected to grow from $7.5 billion in 2023 to $32 billion by 2033 at a CAGR of 16%, while the AI voice generator market is expected to expand from $3.0 billion in 2024 to $20.4 billion by 2030 at an impressive CAGR of 37.1%, highlighting the increasing relevance of immersive and AI-powered sound solutions.

Spatial audio is transforming how people experience sound, offering applications in gaming, entertainment, and even virtual meetings. Shure’s expertise in delivering precise and immersive audio positions the brand as a leader in this space. AI-powered audio technology is another game-changer. Features like automatic noise cancellation, voice enhancement, and real-time transcription are becoming essential in both personal and professional settings. As a pioneer in audio innovation, Shure is dedicated to integrating these advancements into its portfolio to elevate the user’s experience.

What will be your primary focus areas and strategic priorities for 2025?
Our primary focus areas in 2025 will be innovation, sustainability, and customer engagement. As we commemorate 100 years of excellence, Shure will continue to invest and put efforts into developing innovative products that not only meet but anticipate the needs of customers.

Sustainability remains a key priority, with initiatives to design environmentally friendly products and streamline operations for greater efficiency. We also aim to strengthen our global and local footprint through continued close collaboration with our active channel of distribution partners (such as NMK Electronics, a Midwich Group company). By investing in training, support, and community-building efforts, Shure will continue to empower professionals and enthusiasts alike.

Are there plans to explore new markets or introduce new products/applications to your portfolio in 2025?
2025 is a milestone year as Shure celebrates 100 years of innovation. Our roadmap is exciting and focused on exploring new markets, expanding our portfolio, and introducing groundbreaking audio solutions.

We’ll also strengthen regional connections by participating in key industry events in the UAE, Saudi Arabia and across MEA. These events, alongside our centennial celebrations, will highlight our continued legacy, and future vision for the industry and our brand. With a century of expertise, Shure is ready to shape the next era of audio innovation and impact the next 100 years.