Following the recently issued rule establishing Over-the-Counter (OTC) hearing aids by the US Food and Drug Administration (FDA), Sony Corporation and WS Audiology Denmark A/S have entered into a partnership agreement and various ancillary agreements with the aim of jointly developing and supplying new products and services in the OTC self-fitting hearing aid market, beginning with the United States.
WS Audiology is the new company created from the merger of Sivanto and Widex in March 2019, and headquartered in Lynge, Denmark and Singapore. WS Audiology offers a diverse portfolio of technologically advanced hearing aid products and services with its brands Signia, Widex, Rexton, Audio Service and others. It was precisely under the Widex and Signia brands that the market has seen some of the most ambitious efforts to design and market hearing aids that don’t look like hearing devices, and actually look like trending, consumer-friendly true wireless earbuds.
Understanding that hearing aids could greatly benefit from that form-factor to surpass existing stigmas, WS Audiology’ hearing-aid brand Signia is already targeting that concept with its Signia Active Pro earbud-style hearing aids that also offer advanced audiological benefits. But apparently, WS Audiology felt that a more radical consumer-oriented approach was needed since its brands are not recognized in the mass market, and when they are they remain associated with “medical,” assistive devices.
Through the partnership, Sony and WS Audiology (WSA) will combine their respective technological and medical expertise to create solutions that will shape this new field. Toward this end, the partnership will leverage Sony’s longstanding audio and product miniaturization technologies, its brand, and its broad consumer sales and service infrastructure that manages a wide array of products, in conjunction with WSA’s hearing aid technology and innovation strength, as well as its distribution power in the professional channel.
Going forward, both companies will pursue enhanced products and services, striving to create OTC hearing aids that can be used more naturally and comfortably. By focusing on OTC hearing aids, both companies are trying to build a world where top-of-the-line hearing aids can be obtained more easily and by all people who are seeking solutions for better hearing with easy-to-use features that personalize the hearing aid.
In the joint-announcement, Sony and WSA say that the two companies are already developing the first product under the Sony brand for the US market, without offering further details. It’s also not clear if WS Audiology will accept that Sony would use any of the shared knowledge and technologies to improve its own standard ANC earbuds to target future learning augmentation solutions.
“We are honored to collaborate with WSA, one of the leading companies in hearing aid field, building up the trust of users for many years. We strive to utilize our longstanding technologies to contribute to ‘Anshin’ (a Japanese term with multiple meanings such as peace of mind, reassurance, reliability and trust) in people’s daily lives, and create ‘Kando’ (emotion) by expanding the possibilities of future products and services,” says Osamu Hajimoto, Deputy President of New Business & Technology Development Group, Sony Corporation.
The market is anxiously waiting for the launch of the new WF-1000XM5 adaptive ANC earbuds, which should replace the best-selling WF-1000XM4 model, launched in June 2021. And active augmentation technologies are rumored to be part of that update. Even before the launch in May 2022 of Sony’s leading WH-1000XM5 wireless headphones with adaptive noise cancellation, featuring two processors controlling a total of eight microphones, the Japanese company was already exploring interesting new avenues in earbud design with its LinkBuds, combining an open diaphragm ring design that delivers improved audio transparency and spatial sound. Sony says the LinkBuds will be also a new platform for augmented reality (AR) content, navigation, and work-from-home.
In terms of branding strategy, we have seen Sonova recently acquiring the consumer arm of Sennheiser, enabling another leading audiology group of brands to explore the OTC market with a recognizable name – even if not even close to the market recognition that Sony holds. Sony is consistently among the top 10 or 50 global brands in multiple rankings, depending on the criteria. The strategy to approach self-fitting hearing-aids and explore the OTC approach will require exploring all the options, and consumer-friendly branding – and “Anshin” or trust, as the Japanese say – is certainly one of the most valuable.
“We are thrilled about this strategic alliance with Sony,” says Maarten Barmentlo, Chief Marketing Officer and President OTC, WS Audiology. “Sony was founded on a passion for sound quality and a desire to push the limits of audio engineering technology, enabling music lovers and audiophiles to get the listening experience they deserve and expect. Our joint passion for the best possible sound has clearly brought us together. With Sony’s renowned brand name and distribution network, we can take a big step forward to deliver on our purpose of Wonderful Sound for All.”
www.wsaudiology.com
www.sony.com
