Bose Officially Launches Crowdfunded Noise-Making Sleepbuds
There is something a little odd about Bose's crowdfunded noise-making Sleepbuds, and it's more of the purpose than the origin. The legendary headphone maker and audio giant decided to take to Indiegogo to see how their product would fair, a maneuver that is becoming more commonplace among CE manufacturers. In fact, we saw Honeywell pull the same plan, despite the fact that neither they nor Bose probably need any crowdfunding to make a product.
On the surface, the Bose Sleepbuds is a $249 pair of truly wireless earbuds that fit very snugly into the ear and create a wave of white noise to allow more peaceful sleep. They are soundproof and the smallest offering from Bose to date. It also has some minorly neat features like an alarm clock and built-in memory to load different white noise profiles. But that's it. They don't stream music, they don't even play music. Just the preloaded white noise tracks that mimic snoring, the sound of gentle waves, dogs, traffic and wind turbines, among other things.
But that's where it gets interesting. All things considered, Bose is making a weird product - if not a bizarre product for the king of soundproof headphones. Yes, headphones are right in their wheelhouse - much like a security camera from Honeywell makes sense - but that doesn't offset the oddity of both products from the standard offerings.
However, a platform like Indiegogo informs them quickly if the product can be a hit before a single order is manufactured. And, according to their campaign, the consumer wants the product nearly 900% more than they predicted.
On the back-end, Indiegogo is providing a long list of advantages for their Enterprise Crowdsourcing solution. Between top-tier advertising, optimized campaigns, and detailed analytics - it's safe to assume that Bose is building an excellent portfolio of demographics for who wants their product. Indiegogo even helps court their audience by suggesting when campaigns should run, how long videos should be, and how to present their page aesthetically. Coupled with the fact that Bose doesn't need to change anything else internally, even if this product is a smash hit, because they have the workforce, infrastructure, and bankroll to stay the course, and they don't lose big on an otherwise peculiar gamble.