We are at the helm of a music revolution in India: Harman International honcho Michael Mauser

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Updated: February 16, 2017 10:51:17 AM

JBL will continue to push audio boundaries through innovative, connected and personalised sound technology. In the past months we have seen an unparalleled amount of new innovative products launched by JBL

MICHAEL MAUSER, EXECUTIVE VICE-PRESIDENT & PRESIDENT, LIFESTYLE AUDIO DISIVION, HARMAN INTERNATIONALMICHAEL MAUSER, EXECUTIVE VICE-PRESIDENT & PRESIDENT, LIFESTYLE AUDIO DISIVION, HARMAN INTERNATIONAL

Tell us about the innovations JBL will bring for new-age customers.

JBL will continue to push audio boundaries through innovative, connected and personalised sound technology. In the past months we have seen an unparalleled amount of new innovative products launched by JBL. Partnering with Under Armour, we recently introduced the UA Sport Wireless Heart Rate headphones engineered by JBL. In addition, JBL again raised the bar in the portable category by launching IPX7 waterproof portable speakers such as the JBL Charge 3 and Clip 2.

As part of its 70th birthday celebrations, JBL is introducing limited edition commemorative Platinum JBL Everest Elite 700 headphones. Moreover, together with our automotive customer Toyota, we are bringing the JBL signature sound into the all-new, highly anticipated Toyota C-HR vehicle. In short, JBL will continue to challenge the possibilities of premium sound to the benefit of connected consumers.

What are the new trends in the sound system segment in India?

Indian sound and music experience has evolved from gramophone to DJ nights, personalised music and portable sound. JBL has played an integral part in this evolution and has steered the way India perceives sound and music. Harman has redefined portable sound, and today it has moved out of home to become anytime anywhere music. Our newly launched Harman Kardon Go+Play Mini and the JBL Clip 2 have won the hearts of every reviewer and recently, for the second consecutive year, JBL was declared the most attractive audio brand in India.

JBL has made India the go-to country for live concerts. With the proliferation of annual music festivals, playback singers today have transformed themselves into stage artists and it is JBL that creates memorable sensory experience for music lovers to come back every year with equal zeal and energy.

JBL and Harman Kardon are at the helm of a music revolution in India. As of now we have nine JBL and six Harman Kardon stores across India. Additionally, we have partnered with every leading online retail store in India and this has given a major boost to our sales. During the festive season sale, our products were the most sought after ones on these online platforms. Looking at the pace of sound and music evolution in India, the country is very soon going to set high benchmarks for its western counterparts!

Most audio brands are either in the premium segment or in the budget segment. In which segment does JBL place itself?

JBL is a premium audio brand, borne from the desire to capture the energy and emotion of a live performance and deliver music the way it’s meant to be heard. At JBL, design and quality are and will continue to be paramount; regardless of a product’s price point. No other company has consistently contributed more to the evolution of audio reproduction in professional, home, automotive, personal audio and multimedia applications.

What are the initiatives that JBL is putting in place to gain customer traction here?

We see three important factors that drive the markets that JBL is active in. Those are technology innovation, brand strength and channel expansion. In terms of innovation we aim to maintain the pace by offering enhanced functionalities and state-of-the art technology features that deliver a better user experience and connected lifestyle. For example, the JBL Charge 3 portable speaker features a waterproof design, which allows users to enjoy great sound wherever they are, even at the pool or at the beach.

To bolster the brand strength, we have also significantly increased our investment in marketing and brand building over the past few years. We invest in relationships that create an emotional connection between our customers and our JBL brand, for example, with AR Rahman, Demi Lovato (singers), DNCE (pop band), Stephen Curry (NBA player).

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