Road to CEDIA: Bose Embraces Custom Channel
9/17/2013 9:52 AM
As one of the most recognizable audio brands to consumers, Bose is hardly a stranger to the custom installation channel, yet this year at CEDIA EXPO is the first time the Massachusetts-based company will be exhibiting on its own-occupying two adjacent high performance audio rooms-after several years completely absent a presence at the show.
In an interview with Residential Systems
, Adrian Eiben, manager, Bose custom solutions business development, discussed the basis of the brand's return to CEDIA, what new solutions will be on hand, and how Bose aims to attract new dealers there.
Eiben noted CEDIA is a great place to reach the builder, security, and condo/MDU markets via custom integrators. What's especially different this year for Bose is a number of new relationships with control brands, such as Crestron, Control4, and RTI, “as well as new product offerings for this group,” Eiben said, “like our soundbar systems, all-in-one VideoWave entertainment system, and our BUILT-Invisible line,” he said.
|The Bose CineMate 1SR soundbar.|
While Bose will be distributing a few different custom solutions in high-performance audio rooms 503 and 504, “what we're most excited about for this market is the VideoWave entertainment system,” he said. “It combines a home theater sound system, 1080p LED backlit display (available in 46- and 55-inch screen sizes), and a music system into one revolutionary HD display. It's an entirely new way to interact with home entertainment, and its performance and simplicity are unprecedented. Feedback from our customers and dealers has been very positive, and for this market, the system offers customers a solution that solves many audio installation problems in hard-to-install rooms that have previously been left untouched by integrators.”
The other products Bose will demo include the CineMate 1SR soundbar, with new audio level performance and “placement flexibility,” as well as the BUILT-Invisible systems, an entirely custom solution only available through dealers.
|Bose's VideoWave II Entertainment System.|
Eiben's sales pitch to prospective dealers touts Bose's name recognition along with its new initiatives targeting the custom market.
“We hear from our existing dealers that they rely on the brand awareness of Bose to help differentiate them from others in the market,” he explained. “Bose has been a nice complement to their existing speaker lines, and we have new product offerings that offer unique performance benefits to this channel. Also, our third-party control partnerships with Crestron, Control 4, and RTI open up other opportunities that may have not been available to dealers in the past.”