The New Audio Landscape
As with many technologies, price remains a key driver for purchasing. Yet research shows consumers indicate they are willing to spend more for products that deliver better quality audio. Online comments, community forums and professional reviews help promote discussion and foster awareness about audio. Hearing is believing. Consumers have confirmed that demos are crucial to the buying process. The industry should consider more targeted in-store demonstrations and road shows, to increase exposure.
Having just returned from the International CES, I can verify that audio will figure prominently in the years ahead. More sophisticated and powerful soundbars are being rolled out in 2013, and they will be included in the TV manufacturers’ display demos. It is encouraging to note that even as TVs become more breathtaking in terms of size, clarity and connectivity, manufacturers are also improving the audio, whether through in-house technology or outside partnerships.
It is very much a sign of the times that Dolby Laboratories—one of the world’s most recognizable and revered brands—has been working with companies specializing in emerging technologies. Lately Dolby has consulted with familiar industry titans like Samsung and Vizio, as well as what may initially be a surprising partner in Amazon.