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TMCNet:  Shure Breaks New Ground in Personal Listening with the SE110, Newest Member of Sound Isolating(TM) Earphone Family

[August 31, 2007]

Shure Breaks New Ground in Personal Listening with the SE110, Newest Member of Sound Isolating(TM) Earphone Family

NILES, Ill. & BERLIN --(Business Wire)-- At IFA Berlin 2007, Shure Incorporated today introduced their SE110 Sound Isolating(TM) Earphones, the newest breakthrough addition to the company's acclaimed line of Sound Isolating Earphones. Long-known for delivering premium audio products that improve the personal listening experience, Shure is now driving a landscape change in the Consumer Electronics industry with an earphone that offers what no other $99 earphone has offered to date: superior audio quality, unparalleled sound isolation, modularity and beautiful design in a lightweight, portable package.



As innovative new devices hit shelves, more consumers are becoming "everyday audiophiles" and are investing in add-ons that help personalize their devices and maximize the quality of their listening experiences. According to a recent nationwide survey conducted for Shure Incorporated, 55% of iPod owners who paid $249 or more for their iPods (30G models or higher) chose to upgrade their headphones or earphones. As this trend continues, and with over 100 million iPods and over half a million iPhones sold to date, the opportunity for accessories manufacturers is exploding. Shure has leveraged its 80-year legacy in professional audio to capitalize on this growing ecosystem, and with the introduction of the SE110, the company is setting the new standard for high quality sound at the $99 price point.

"Since Shure created the consumer earphone category five years ago, we've been committed to bringing consumers the superior audio quality that musicians experience on stage," said Mark Karnes, Executive Director of Marketing, Shure Incorporated. "We've always refused to compromise sound quality or aesthetic appeal for a low price, and today we're redefining the sub-$100 category. The SE110 is premium audio at an everyday price point."

Designed for music lovers looking to upgrade the earphones included with their MP3 players, the compact SE110 is a perfect introduction to the stunning performance of Shure earphones. Evolved from earphone technology road-tested by pro musicians and perfected by Shure engineers, the SE110 features a Balanced MicroSpeaker that delivers optimized audio for a rich, lifelike listening experience. Assorted sleeves and a modular cable provide unmatched comfort and customization.

Additional SE110 Sound Isolating Earphone features include:

-- Balanced MicroSpeaker: Developed for the discerning music lover, a Balanced MicroSpeaker delivers optimized audio for a vivid and detailed listening experience. Consumers can rediscover their favorite music--richer and more lifelike than they've ever heard it.

-- Sound Isolating Design: Comfortable sound isolating sleeves block over 90 percent of ambient noise. Combined with a compact design and modular cable, interruptions from the outside world are minimized, enabling listeners to focus on their music.

-- Fit Kit/Accessories Package: Two pairs of disposable black foam sleeves (S, L); three pairs of soft flex sleeves (S, M, L); 3' (91cm) cable; carrying case; nozzle cleaning tool. Optional accessories available for purchase: 9" (23cm) cable; airline adapter; volume control; Music Phone Adapter (MPA); 1/4" (6.5mm) adapter; Push-To-Hear (PTH) accessory.

Pricing and Availability

Priced at $99.99 USD, the SE110 Sound Isolating Earphones will begin to be available to consumers worldwide on September 17, 2007 and will carry a two-year limited warranty. The SE110 and all Shure Sound Isolating Earphones and inline accessories may be purchased online at www.shure.com, as well as at select retail partners. Check www.shure.com for a complete list of Authorized Dealers.

For more information about any of Shure's current consumer offerings, please visit www.shure.com or call 1-888-88-SHURE. For press quality images of the latest additions to Shure's consumer product line, please visit: www.shure.com/PersonalAudio/PressRoom/PersonalAudioPressKit/index.htm. Please note that these images are password protected. Contact Shure's public relations team at publicrelations@shure.com for the password to access these images.

About Shure Incorporated

Founded in 1925, Shure Incorporated (www.shure.com) is widely acknowledged as the world's leading manufacturer of microphones and audio electronics. Over the years, the company has designed and produced a wide variety of high-quality professional and consumer audio products, providing a vehicle for an individual's personal sound. Shure's diverse product line includes world-class microphones, premier wireless audio systems, consumer earphones and mobile phone headsets, problem-solving mixers, digital signal processors, personal monitor systems, and top-rated phonograph cartridges. Today, Shure products are used wherever high-quality audio performance is a top priority, in a wide variety of industries, markets, and settings.

Shure Incorporated corporate headquarters are located in Niles, IL in the United States. Regional sales and marketing offices are located in: Heilbronn, Germany; London; and in Hong Kong.

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