What’s New With Headphones
Our plans are to amplify the durability and indestructibility of our platforms. Interchangeability will also be a big message as we move through Q1, that is customization at the end-user point. We have three independent components that come together to make a single product. The Tracks headbands separate from the Sound Engines, which are the speakers that attach to the band, and those separate from the cables. It's a safe bet that our ability to create customization and different looks around that will be communicated through the rest of the year. When we launched, we created a full SKU selection that went into Apple and Best Buy in multiple colors. As we move into Q1, we're leveraging that modularity that was designed into the product to individualize for people's fashion tastes, lifestyles and even the clubs and schools they attend.
Mark Aling, Director of Marketing, Paradigm: We've been selling our Shift earbuds since October and it's exceeded our expectations, even though we're not in any kind of expanded distribution. We're still only selling through our independents and also online. The rest of the headphones line including gaming headsets and a few other surprises will appear sometime in May or June.
Evert-Jan Huizing, Executive Vice President/Business Development, Bowers & Wilkins: When we started looking at what Apple was doing, it became pretty clear that the mobile market was growing and we saw it as an underserved market as it relates to audio. So we felt we could do a better job in applying our skills to that new market segment. Our goal has never been any different than trying to make the best possible product. Our DNA is all about performance, innovation and great design using authentic materials. And that's where our Model P5 came from. It's great -sounding, mobile, high-performance, light, and lets the listener take phone calls easily. As we explored and learned more we saw there were people who didn't want a product that went over the head. So we designed the in-ear C5 using the same recipe, putting performance first. It's all metal, it has tungsten from the inside out, and it has real innovation in it. We look to make something beautiful, and we look to give it a long lifecycle and make sure it stays beautiful forever versus launching a new headphone every year.