Systems Integration Asia – April-May 2018

beyerdynamic Breaks Out from Orthodox Identity

From Being Conventional to

Emotional Appeal

German audio soluons major beyerdynamic is breathing

new winds. From tradional to experimental; from

conservave to progressive; from modest to outreaching;

and from demure to dynamic! Audio-visual industry buffs

who have seen them presenng themselves to audiences at

the ISE 2018 last month in Amsterdam, must have taken the

experience of the new mould beyerdynamic.

The Heilbronn-headquartered company – while it hasn't

done any aberraon from its trusted technology tenets –

has visibly made a refreshingly new, and 'emoonal appeal'

to the global audiences from the ISE Show Floor. Now, the

94-year-old audio pioneer has a new identy that is

characterised by new 'nomenclature' and novel approach.

An SIA perspecve:

The Seng

At the ISE 2018 event last month, those who visited or passed by

the beyerdynamic booth, were in for a different experience. A

new, emoonal connect with the company! While the very

appearance of the booth was a sort of a very modern ambience,

done in some fanciful if not arsc colour themes, the products

and technologies demonstrated thereon did not have their

convenonally known alpha-numeric identy. They rather had

names to call with.

While there was a FOX – beyerdynamic's first USB-stac, desktop

microphone with professional studio-grade recording quality –

making its entry to internaonal markets straight from NAMM

2018 – the mic's named connect with the audiences was further

elevated with the showing of a few more very disnctly devised

systems. Take a look:

Ÿ PHONUM- an intelligent audio soluon for modern meeng

culture, with highly compact, stylish and portable design,

featuring beyerdynamic's Voice Compass Technology, and

capable of converng almost any environment into a

conferencing set

Ÿ UNITE- a new tour guide system bringing in for the first me

the talkback funcon; and more, a base technology plaorm

for many more next level communicaon products to come

in the months come

Ÿ AVENTHO- a next-level, Tesla Technology-powered, wireless

Bluetooth headphone with sound personalizaon;

acouscally adapng to the user's personal sense of hearing

“Our products and technologies are no longer called with

jargonised alpha-numerics,” informed Anita Aufrecht, Markeng

Communicaons Manager at beyerdynamic. “They are now called

by specific names,” she explained. “It's not just names; each of

them seek to connect with the users in a story-telling mode, with

an emoon of its own.” That was a remarkable observaon, if not a

change. Something unheard before!

“We are changing,” said Anita, “in a very refreshing way; in our

strategy, market approach, communicaon methodology, and

product orientaon as well,” Anita elaborated. “The focus is

directed at the people who use the products, rather than the

products itself- for example, the arsts and recording professionals

in Pro Audio environments and meeng professionals in corporate

and conferencing environments. That's one big change.”

The beyerdynamic marcom execuve directs the aenon to the

stylizaon with which the booth was erected. “As you can see the

booth stylizaon with aracve colours and design theme, we seek

to present the soluons in a very refreshing and inving

environment,” she connued. “The idea is to make it less technical

and more emoonal, by showing the products in their own

environment and storytelling seng, appealing directly to the

target audiences.”

According to her, while the products are anyway

unique for their technology, beyerdynamic now

intends to bring in a new dynamism now- to

blend it with an emoonal appeal so that the

users get connected with the

products/soluons more inmately.

INTERVIEW