Bose is expanding its licensing of audio technologies to other manufacturers
The American company Bose is expanding its Audio Tech business, through which it licenses its proprietary audio technologies to other device manufacturers. In an interview with The Verge, Bose CEO Lila Snyder described this initiative as a B2B2C model: the company’s clients are large enterprises that manufacture consumer products.
According to Snyder, Bose aims to apply its innovations in sound reproduction, voice interaction, and noise cancellation to devices that the company does not manufacture itself and that are not targeted at its usual audience. Bose’s technologies, she said, are already appearing in mobile devices, computer equipment, headphones from other brands, and other audio products.
Among its partners, the CEO mentioned Motorola, with which Bose is collaborating on a range of products—from wireless headphones to improving the sound quality of the phones themselves. The company is also working with Xreal, which manufactures XR glasses, and Sena; together, they have unveiled a communication device for motorcycle helmets.
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Snyder explained that Bose primarily sells its technology to partners, and the use of the brand is a separate option. A product can incorporate Bose technology without the “Sound by Bose” or “Powered by Bose” designation. At the same time, the Bose logo is not provided without the use of the technology itself. Licensing fees apply to both the technology and the use of the brand.
At the same time, Bose has become a multi-brand company by acquiring the McIntosh and Sonus faber brands in the luxury audio segment. A separate luxury audio division was created for them. According to Snyder, Bose has no plans to move these brands’ products into a lower price segment and will preserve the distinctive sound of each brand. Entering the luxury segment also gives the company’s engineers the opportunity to work on technologies for higher-end products, particularly in-car audio systems.
