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Bose CEO Lila Snyder on the fight for high-quality audio
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Bose has restructured from a single-brand consumer audio company into a multi-brand business that also licenses its core audio technology to other manufacturers.
For engineers, Bose's pivot to technology licensing means audio processing capabilities like noise cancellation and voice processing could become available as embeddable components in third-party hardware. The shift also signals that even established audio brands see ecosystem lock-in by phone vendors as a threat requiring new business models.
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Bose sold its Professional division and acquired luxury brands McIntosh Labs and Sonus faber to enter the high-end audio market.
The company launched an 'Audio Tech' business unit that licenses Bose technology to other manufacturers, with Skullcandy headphones and Epson projectors already shipping with Bose tech inside.
The pivot is partly a response to phone vendors like Apple and Samsung building ecosystem-integrated audio products that outcompete standalone headphone makers on their own platforms.
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