As it looks to future technology.

Sennhesier, IFA’s Official Audio Partner, showcased its iconic headphones and soundbar in Berlin. Peter Ogley, COO Consumer Division, explained what the partnership entailed and why it made sense.

“IFA is one of the most important touchpoints for us to engage with our industry family and customers. As Official Audio Partner, we partnered with IFA across different touchpoints in Berlin and internationally, and we will be participating in the IFA Retail University and the German Pavilion at CE China later this month,” he said.

“In Berlin, we invited visitors to hear the difference at the Sennheiser booth, where we are showcasing the latest additions to our headphone portfolio and our AMBEO Soundbar which offers immersive 5.1.4 sound from a single device. Complementing our main booth, we also demonstrated our AMBEO applications for VR and AR at IFA Next. We are currently seeing a rapid evolution of virtual and augmented reality applications and believe 3D audio will play a vital role in completing the immersive quality of these experiences.”

This year at IFA, Sennheiser unveiled its new MOMENTUM Wireless headphones. It also introduced the successor to its premium travel headphones with the PXC 550-II Wireless. The headphones offer one-touch access to Amazon Alexa.

Looking ahead, Ogley said developments in technology such as 5G, smart assistants or AR/VR will dramatically change the way customers interact with their headphones and what their audio device means to them.

“To achieve this, more computing power will be brought to headphones, replacing actions we currently perform on our smartphones,” he said. “The development of the new MOMENTUM Wireless was led by our ambition to create a 24/7 audio companion to navigate this new world: it gives consumers effortless and intuitive control, whether they want to be entertained or make calls, escape it all or stay connected, while offering outstanding sonic performance that makes them hear the difference.”