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Day 4 - IFA International

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Official Daily News Source f or International Visitors at IFA News Logitech Shows Darrell plans to position In his inaugural IFA keynote on Saturday Logitech’s new President, Bracken P. Darrell, laid out why the company, widely known for its wireless technology, computer mice, keyboards and webcams, has more credibility as a music brand than most people might believe. “The UE or Ultimate Ear brand comes from the earphones that we developed for musicians who needed to hear exactly what the crowd is hearing,” Darrell said. “It was developed with Alex Van Halen and is now used by the majority of touring acts including U2, The Killers, David Bowie, Mariah Carey and many more. 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No guarantee can be given as to the accuracy of data or content at time of printing and thus the latter should not be used for professional or commercial ends. While all efforts have been made as to accuracy and pertinence of content and data contained in this publication, CLEVERDIS may in no case be held responsible for the consequences, whatever their nature may be, that may result from the interpretation of this data or content, or any eventual errors therein. Any reproduction of the content of this publication, even partial, by any means whatsoever, is strictly prohibited without the prior autorisation of the publisher. Any copy, whether by photography, photography film, magnetic tape, disc or other means constitutes a forgery, liable to punishment under French law according to the legislation of 11 th March 1957 covering copyright. All brands cited in this publication are registered trade marks and/or belong to companies which are their respective proprietors. The publishers and editorial staff decline all responsibility as to opinions formulated in this publication by those interviewed or cited therein. Their opinions are entirely their own, and are included with the understanding that they contain, to our knowledge, no malicious intent. The inclusion of all texts, photographs and other documents supplied by those included in this publication imply the acceptance by their authors of their free publication therein. Documents and photographs will not be returned. It should be understood that this publication contains forward-looking statements that involve risks, uncertainties and assumptions. All statements other than statements of historical fact are statements that could be deemed forward-looking statements. Risks, uncertainties and assumptions include assumptions relating to the timing of the recorded date. If any of these risks or uncertainties materialises or any of these assumptions proves incorrect, actual results could differ materially from the expectations outlined in these statements. Cleverdis assumes no obligation and does not intend to update these forward-looking statements during the period of publication. Photo Credits and Copyright: All Rights Reserved. Although it’s difficult to say exactly how many artists use our system, the last survey we did indicates that the majority of live, personal monitoring is via our devices. They are custommade for each individual and can contain up to six speakers, depending on which frequencies that person wants to hear most. So we have a history in high-end speaker miniaturisation that we are now leveraging through a range of products including cordless headphones like the UE 900, which contain four speakers, the UE 9000 as well as the Boombox and Mini Boombox. All new headphone models feature Bluetooth connectivity, but can also work with a cable if preferred.” Alongside his wish to establish Logitech’s UE as a top audio brand to rival Harman Kardon, Bose and other established giants, Darrell is also convinced that wireless connectivity is set to dominate the sector in the next few Bracken P. Darrell Logitech President years. “Twenty per cent of speaker units sold this year have been wireless, and by 2014 that figure will be 80%, so we are harnessing Logitech’s excellence in this area because we believe that wireless is the future.” Attention has also been focused on design: “As well as combining our core skills in sound and connectivity, we are also determined to make beautiful products,” Darrell said. “We are convinced that great design is and will continue to be a key distinguishing factor in the market, and we totally believe that beautifully designed devices add something to the quality of people’s lives.” At the heart of Darrell’s strategy is both his love of music – he grew up in a family where everyone played instruments and listens to both contemporary and classical repertoire – a recognition of the fact that music lovers always want to share their latest discoveries, and 6

News its Musical Side the company alongside audio’s big names recognition of the ways in which listening habits are changing. “It’s a very cool time to be a music lover, partly because musicians who used to earn the majority of their money from recordings now do so from concerts, so we get to see more of our favourite acts live, and partly because discovery is now so much a part of music culture thanks to services like Pandora, Rdio and Spotify,” Darrell said. “And for those among you who like vinyl, the amount of music stored in an average MP3 player or iPhone is equal to a 150 meter-high pile of recordings on the old format, so people are carrying vast music libraries around with them. But when it comes to spontaneous sharing, the need to connect with the speakers via a dock is a barrier and is currently a big topic in the industry right now. As we move further into the wireless era, sharing is set to evolve rapidly.” “We are convinced that great design is and will continue to be a key distinguishing factor in the market” UE’s Mini Boombox and Smart Radio Hall 3.2 Stand 104 www.ifa-international.org IFA International • Monday 3 rd September 2012 7

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