Since launching two years ago, the Boom by Ultimate Ears has often been the number one selling speaker of its type, only occasional stock shortages have stood in the way of sales. Last night the brand emphasised the importance of its Australian customers, scheduling the Australian launch of its newest product the UE Roll to coincide with the global product announcement.
When Ultimate Ears launched the UE Boom (RRP $199) the Australian launch followed one month later and when the UE Megaboom (RRP $349) was launched the Australian launch followed two weeks later. Last night Ultimate Ears general manager Rory Dooley was in Sydney to unveil the UE Roll.
UE’s product design is driven by responding to changing listening habits under the tag line ‘make music social’. Therefore the UE Roll had to be loud, extremely portable and waterproof.
The Roll is the smallest of the UE product line-up and departs from the cylindrical shape of the Boom and Megaboom. It is a circular shape that delivers ‘360 degree sound’, it is waterproof (IPX7 certified) and weighs 340 grams. It is expected to be available in Australia in July 2015 for RRP $149. It will be sold at JB Hi-Fi, Dick Smith Electronics, Harvey Norman, Officeworks, The Good Guys, Apple and Myer.
The back of the speaker has a bungee cord and a hook so it can be attached to a backpack while hiking or hung in the shower.
Although it is waterproof, speakers don’t sound great underwater so UE had wanted the Roll to float, but in the end settled for a small inflatable life ring that will be sold as an accessory to the product.
Last night Dooley told the crowd gathered at the University of NSW Round House for the product launch, that the flotation device was inspired by a life ring which had been a prop at the Sydney launch of the UE Megaboom in January this year. The red and white life ring had been used at the event then delivered to the UE office in California to be hung on the wall. Currently the floatie is only available as a free bonus through purchases on the Ultimate Ears website.
The launch of the UE Roll featured cheerleaders, roller derby and canapés inspired by US diner food. Dooley remarked any of these influences could turn up in future UE products.
“Music is made for sharing, connecting and enjoying,” Dooley said. “It transforms moments into something special, and we designed UE Roll to be part of those moments. No matter where you are, or what you’re doing, UE Roll is there to amplify any experience.”
Through the UE Roll app for iOS and Android, you can wake up to your favourite music, remotely turn the speaker on, and even double the sound by pairing it with any other Ultimate Ears speaker. New updates are sent to UE speakers wirelessly through the app, so you can easily continue to expand features, making each speaker even more awesome with time.