The partnership between Sony, a leading consumer electronics manufacturer and WS Audiology, a leading innovator in hearing aid technology for more than 100 years, is first and foremost reassuring for many consumers who are about to embark on the self-fitting hearing aid journey that was opened up by the US Food and Drug Administration (FDA) rule. For now, the resulting designs are very similar to existing products from Signia, Widex or Phonak, with a very visible Sony logo, made available at more affordable prices - yet, well above those of premium consumer electronics true wireless earbuds.
The first two products to debut from the partnership are said to deliver "an unprecedented hearing experience that easily bridges the gap between the wearer and their environment." The CRE-C10 and the CRE-E10 self-fitting OTC hearing aids are also designed with "the understanding" that one size does not fit all, and that people deserve options that best fit their unique needs, situations, and lives, Sony says.
Utilizing the app, the CRE-C10 and CRE-E10 hearing aids adapt to each user's speech and surroundings to meet each individual's hearing goals. The Sony | Hearing Control App (iOS and Android) allows users to personalize settings on the smartphone and will receive future updates.
"Many people have ongoing challenges related to hearing loss and because of the negative feeling around it, they often don't seek the help they may need," says Tyler Ishida, President of Consumer Business Group, Sony Electronics. "As a leader in the audio innovation space, we are thrilled at the opportunity to improve the hearing assistance landscape with cutting-edge yet quite accessible devices that will ensure new over-the-counter solutions for those living with hearing impairment and also help general consumers engage with their surroundings in a deeper, more connected way."
Created for daily use, Sony says that its goal with these new devices is to break down the current barriers faced by those with signs of mild to moderate hearing loss and provide a simple, app-enabled, do-it-yourself solution that can allow for a better hearing experience. While each device features an easy-to-navigate app interface with customizable options for the wearer's specific hearing needs and preferences, the two models coming to market will provide more choice when it comes to the look and capabilities of high-end hearing devices.
"As a company dedicated to advancing the cause of Wonderful Sound for All, we welcome the introduction of these self-fitting hearing options, with the knowledge that more than 65% of the total U.S. consumer market - that needs better hearing care has not yet achieved it," says Carsten Buhl, President, WSA Americas. "We expect these over-the-counter hearing aids to help people begin the journey to better hearing health."
Each device can be used soon after purchase by following easy set-up with the Sony | Hearing Control App. Users are guided through a step-by-step process, answering a few brief questions to quickly set up and start using either device in a matter of minutes. The user-friendly app allows each device to communicate with the user's smartphone, letting them quickly personalize settings including volume control, and more to ensure the wearer hears exactly what they intend, in multiple environments.
The app also allows the wearer to "self-fit" each device. During the in-app self-fitting process, each Sony device self-adjusts to the most appropriate of pre-defined hearing profiles, which are based on thousands of actual, real-life audiogram results. "Whether the user is in a bustling room or a peaceful nature setting, both models easily adapt to deliver an authentic, connected sound experience that puts the wearer first," the company states.
As one of the smallest OTC hearing aids on the market, the CRE-C10 has a discreet design that combines sound quality with being virtually invisible when worn and has a long battery life of up to 70 hours of continuous use. The second product debuting is the CRE-E10, similar to the Signia Active Pro earbuds, combines sound quality and comfort, offering the wearer both confidence and convenience. In addition, CRE-E10 has a rechargeable battery for wireless charging that delivers up to 26 hours of continuous use and is also Bluetooth compatible letting the user easily connect to streaming audio or music (iOS only).
Regardless of which device the user selects, both models deliver outstanding noise reduction and directionality, reducing noises from the back and sides depending on the wearer's changing environment. In addition, each device adjusts sound based on the surroundings to improve the overall listening experience. The new over-the-counter hearing devices are more accessible than the original WS Audiology current prescription-based counterpart devices.
The CRE-C10 self-fitting OTC hearing aid has a suggested retail price of $999.99 and will be available for sale online and through a range of third-party retailers including Amazon, Best Buy, and select hearing-care professionals. The CRE-E10 self-fitting OTC hearing aid will be available for purchase later this winter at the suggested price of $1,299.99.
www.sony.com
