Global interest has been so feverish that only now, 11 months after launch, is Australia receiving full shipments. Four months later, UE unleashed the Boom onto the market.įry says sales have remained so strong since launch that Booms are now being flown into Australia because sea freighting is too slow to meet demand. The in-car personal navigation started unravelling due to price erosion and smartphone competition and, perhaps seeing the writing on the wall, Fry departed in early 2013 to take up the managing director post at Logitech ANZ. Over the next decade, Fry rode the crest of this popularity explosion, as country manager of Navman’s UK office and then general manager of its Australian office. Fry departed before Handspring’s demise to join Navman at the start of the in-car GPS boom. Fry wholesaled modular PDAs, with attachments for satellite navigation and cameras, for example, that worked with an iPad-style tablet antecedent. He then spent 12 months with Handspring, a competitor to BlackBerry in the early days of smartphones. One of the most genial managing directors in the Australian technology industry, this is Fry’s second stint at Logitech, having worked for the company in his native England as an account manager from 1996 to 2001. Since its launch at a Kings Cross nightclub on 18 July 2013, the UE Boom has dominated the Bluetooth speaker category, with sources saying it’s been the #1 seller more months than not. It’s an especially good market to be playing in when you’re doing well. Seventy (70) per cent of sales in this category are for speakers $100 and above and the sweet spot is double that figure. It’s a crowded market with so many brands, models and units but it’s a good market to be playing in. If a model is available in multiple colours, they are normally considered to be separate SKUs.) (SKU stands for ‘stock keeping unit’ and refers to each individual type of product on the market. In February 2013, there were 23 SKUs of Bluetooth speaker on the Australian market, Marcus Fry, managing director of Logitech ANZ, tells me. ( Part VII: Amber & Urbanears) The UE Boom pictured with the ‘Social Music Player’ tag. ( Part VI: Apple & Beats special edition) Welcome to our ongoing Soundbites series, which takes an in-depth look at the Australian audio market, finding out what the leading brands and suppliers are up to and looking at the best new products available.
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