Drawing inspiration from existing technology, including Wi-Fi, the car radio and music streaming, Bose has launched a family of one piece Wi-Fi music systems it calls SoundTouch.
Each system — including the SoundTouch 30 (RRP $899), SoundTouch 20 (RRP $549) and SoundTouch Portable (RRP $549) — has built-in Wi-Fi so it can stream music from services like Pandora, digital radio stations and music stored on a PC music library . All three products have a remote control and an OLED display showing details on what’s playing. Within six months of launch, the company said it plans to incorporate other music services.
The SoundTouch systems have also been designed with six preset buttons, which can be assigned to multiple music sources.
“Just to be clear, we were not the first to bring any products first to market,” said Bose Australia’s retail training manager Sam Carter. “But by having a clear and propelling message and having a fantastic product and retail experience, we were able to take products further. And today we’re going to do the same with this Wi-Fi system.”
The initial setup is organised through a free downloadable application that is iOS, Android, PC and Mac compatible. The app also enables users to control multi-room playback.
In addition to the SoundTouch devices, Bose also announced that it will be extending its SoundTouch technology to 12 of its existing music devices, including the Wave sound system and home theatre systems.
Glen Moore, Bose ANZ sales manager of consumer electronics, said the aim is to reach the masses and these products will cover a range of customers needs.
“We think because most of our products are going to be TouchWave-enabled it will attract different customers,” he said.
“So the surround sound system customer will be a different demographic to someone who wants to buy the SoundTouch Portable. We have done a lot of research and that’s where we came to the realisation that we needed to not limit it to three products but apply it to the whole lot.”
Moore said the release of the SoundTouch products will be available at “99 per cent of [Bose’s] resellers” and will be supported by specifically targeted marketing campaigns depending on the target consumer for each device. A detailed training program will also be available to retailers to help sell the new family of devices in-store.
“You have to ask the right question and it’s not as simple as picking up the box and hope for the best,” Moore said of the retail sell.
“They’ll be asking questions about their current network, if they have any products connected already, the customer’s technical knowledge to be able to set it up — there is quite a consultative selling approach needed with this product and this is what we’ve been trying to do in the background is teaching all of our sales people.”
The Bose SoundTouch 30 (RRP $899).