The market for Bluetooth speakers is very much in its infancy. Current options range from cheap standardized units re-branded locally by importers, to mid-range brands, such as Bose, Logitech (under UE branding), and a number of high-end manufacturers like Bang & Olufsen and Bowers & Wilkins. Our research has exposed significant evidence that the top selling units are not the inexpensive models.
We believe the best position to enter the market is at the premium end of what is currently available, in the US$150 - US$250 RRP range. Two very successful units, UE’s Boom 2 and Bose’s Soundlink Mini 2 fall squarely into this price range. This pricing allows us to deliver superior audio performance, industrial design and materials selection. It also allows us to remain accessible to a majority of consumers.
Audio performance is fast becoming a more important factor in the buying decisions of customers. A Euromonitor survey found that 80% of their respondents selected audio quality as a key consideration in the purchase of a portable wireless speaker. Further, 44% selected it as the most important consideration. This is a marked change from the top selections the previous year. In the same survey, battery life ranked as the third highest consideration. These results validate Module's early, core specification decisions. This stands Decibel in a strong market position.
Decibel meets the demands of an environmentally conscious consumer. In current devices trivial hardware failures can result in an entire device going to landfill. This is wasteful, highly destructive to the environment and uneconomical for the user. Decibel does away with these issues. If a component needs replacing for any reason, the process is simple. A user with little or no technical knowledge can open the unit, replace the faulty or worn component and carry on enjoying it. The upgrade and repair process will be supported with detailed video and other instructional materials. We are currently investigating the viability of an A.R. (augmented reality) interface to assist with this instructional process.
This is a massive advantage over current competitors who, by and large offer no ability to replace any component. Current devices are incredibly difficult to dismantle. They use glue and often specialty fasteners when these are even accessible. More often than not, once dismantled, devices cannot be re-assembled to an acceptable state. Certainly not by someone without specific expertise, specialist equipment and plenty of spare time. That disregards the fact that manufacturers, in general don’t offer replacement parts to the public.
Our design philosophy harks back to the past, when an appliance could last an extraordinarily long time, perhaps your entire life. This is because products were well built with quality components and could be repaired.
We are advancing this philosophy to its ultimate conclusion, producing easily repairable high quality consumer items, needing little to no technical knowledge to upgrade and repair.
This is the antithesis to planned obsolescence. If we genuinely want to be less destructive to our planet, all manufacturing needs to move to a less wasteful model. We anticipate companies will be forced to move to a more sustainable model by legislation and public pressure in the very near future.
Module’s goal is to be leaders in this movement. We will allow users to be more environmentally conscious as a side effect of buying the best products available.
We believe supplying high quality, longer lasting products with a logical upgrade path will ensure a more loyal customer. We predict customers will purchase upgrades, replacement parts and further products within the Module ecosystem.