With Head Monster Noel Lee still leading the charge, the Monster brand Lee founded and grew was present at CES 2020, well into a second year of transitioning to a brand-licensing business model that has been dubbed “Monster 4.0: License to Sell.”
“The transition,” according to a printed statement distributed at the Monster press event at the show, “demands that Monster stop selling our manufactured products into the field so that our licensees can take over supply, which is currently under way.”
Hence, at the event, Lee presided as emcee over the introduction of a host of Monster-branded products that will make their journey to market via third-party companies including Vanco, Lifeworks Technology Group and Jem Accessories.
The Monster 4.0 business model, as described in the distributed literature, is “built around licensing, manufacturing, and distribution, with Monster controlling the innovation, technology, product design, and marketing…Monster having the right licensing partners is the secret of success for the new business model.”
The statement goes on to say that licensees will be adding Monster-branded and -designed products in “new areas of Monster gaming, automotive, and sporting/outdoors product.”
Products include: Monster LightSpeed, which Lee said is the world’s fastest HDMI cable at over 100 feet; MonsterGame HDMI cables with LED-lit jackets available in seven colors, and where the cable strand is illuminated and pulsates when in use; select smart power outlets that work with Google Assistant and Amazon Alexa; a wide array of gaming accessories beyond cable; new “extreme audio” Monster gaming headphones as well as special designs for travelers; DJ-oriented Monster Elements headphones; and various models of the AirLinks true wireless earphones in affordable price ranges.
A patented technology Monster is calling MusicShare that will be on some Monster-branded products enables a type of simultaneous sharing of audio source material among different devices, without needing individuals who crave such a communal listening experience having to deal, ever again, said the descriptive slide, with “unsanitary earbuds or cable splitters.”