From Hardware Products to Software-Enabled Value: Lessons from Shure

What changes when a hardware company starts delivering more of its product value through software?

For intelligent device manufacturers, software is becoming an increasingly important part of how products are enhanced, differentiated, and supported over time. That shift can open the door to new ways of delivering value, including subscriptions and AI-enabled capabilities—but it also introduces operational and organizational complexity.

In this customer-led webinar, Shure shares perspective from its journey toward software-enabled offerings. The conversation explores what changes when a traditionally hardware-centered business adds more software into the customer experience, including considerations around licensing, subscriptions, provisioning, sales channels, finance, and internal alignment.

Attend this session to hear about:

• How software can extend product value: Hear how software, firmware updates, and AI-related capabilities can create opportunities to enhance products after the initial hardware sale.
• What changes when subscriptions enter the business: Learn why recurring offerings require new thinking across packaging, provisioning, finance, sales, channels, and customer expectations.
• Why operational readiness matters: Explore the role of licensing, entitlement management, and connected business processes in supporting software-enabled offerings.
• How internal alignment affects execution: Hear why product, IT, finance, sales, channels, and leadership all have a role to play when software becomes a bigger part of the customer experience.
• Where partners may help accelerate progress: Consider when external expertise can help teams move faster and reduce execution risk as they modernize monetization processes.

Many hardware businesses were built around physical product cycles, one-time transactions, channel-led sales motions, and back-office processes designed for shipment and fulfillment. As software becomes a bigger part of the offering, those assumptions can start to shift. Teams may need to rethink how products are packaged, activated, supported, updated, and monetized over time.

This webinar focuses on practical lessons rather than one-size-fits-all answers. Shure will discuss aspects of its own experience, including the mindset shift that comes with software that continues to evolve, the importance of creating a smooth digital customer experience, and the business processes that need attention when recurring offerings become part of the portfolio.

Who should attend

• Business leaders exploring software-enabled growth, digital transformation, or recurring revenue models
• Product and engineering leaders adding software, connected capabilities, or AI-related functionality to physical products
• Finance, revenue operations, and IT leaders evaluating how systems and processes support subscriptions, licensing, and quote-to-cash
• Sales and channel leaders adapting go-to-market motions for software-enabled or subscription-based offerings
• Manufacturers looking for peer perspective on bringing software and digital offerings into a hardware-centered business

Featured speaker

Rod Behr
Manager, Digital Transformation
Shure

Rod brings firsthand perspective on Shure’s work to incorporate more software-enabled value into its offerings, including considerations around licensing, subscriptions, AI-related innovation, and the internal changes that come with making software a more ongoing part of the customer experience.