{"id":31674,"date":"2015-12-09T09:54:06","date_gmt":"2015-12-09T08:54:06","guid":{"rendered":"https:\/\/www.rudebaguette.com\/?p=31674"},"modified":"2015-12-09T09:54:06","modified_gmt":"2015-12-09T08:54:06","slug":"devialet-bose","status":"publish","type":"post","link":"https:\/\/www.rudebaguette.com\/en\/2015\/12\/devialet-bose\/","title":{"rendered":"Devialet is Bose's biggest threat"},"content":{"rendered":"

\"Connected
\nWhen Devialet<\/a> announced they had raised \u20ac25 Million this past Summer from some of France’s biggest names – Xavier Niel, Marc Simoncini, etc. – it was clear that founder Quentin Sanni\u00e9 and team had big ambitions for what remained a relatively unrecognized brand, even from inside France. At the beginning of this year, however, Devialet made lots of noise (get it?) at CES when they announced the launch of Phantom, a new $2,000+ speaker that brought all of the technical R&D from their $15K-$25K audio equipment, and made it available to those who were willing to pay for uncompromising sound quality.
\nThe biggest part of their strategy revealed itself when key leaders in the Silicon Valley began posting videos of themselves showing off the Phantom’s ‘implosive speakers,’ a uniquely designed feature of the dual-side speaker which sees\u00a0Phantom produce sound not by expanding its speakers but by\u00a0shrinking them (two opposite-facing speakers protrude from each side of the alien-like object). Now, Devialet has\u00a0arrived on the Apple Store, in addition to\u00a0rolling out their own chain of stores to match the Paris-based showroom that has become a keystone of Paris’ startup\u00a0cluster.
\nWith Apple as a distribution mechanism, Devialet will now be exposed to\u00a0millions of clients already willing to pay 1,000 \u20ac for a telephone that they will replace, on average, 15 months later. Next to that, paying\u00a0$2,000 for a speaker that could\u00a0replace\u00a0their entire sound system seems doable – especially given the sound quality of other Apple Store speakers.
\nDevialet started with high-end luxury, $25,000\u00a0audio equipment to replace your analog hi-fi system. Now, they’ve taken that same technology and packed it into a $2,000 product.\u00a0This is the same strategy that saw Bose define its role as the high-end audio provider, both for home sound systems and, subsequently, personal headphones as well. Of course, they were aided by their chain of showrooms that served more to get you excited about the product than to actually push you to buy.
\nDevialet isn’t the only\u00a0made-in-France product to get the Apple Store bump: Parrot’s Zik 3.0 headphones are its 3rd edition of headphones to make it into the Apple Store, and products by Withings & other hardware companies can also be found among\u00a0their accessories. In addition, Harman, Marshall, & Bose\u00a0all have audio products available in Apple Stores – not to mention\u00a0Apple’s own Beats brand.
\nStill, Bose has slipped in quality over the years, finding its comfort zone in the $150-$450 headphones market, abandoning their once prestigious brand to join the ranks of\u00a0the mass-distributed headphone products.\u00a0Now face-to-face with cheaper brands like Audio-Technica, Bose has little time to worry about where it’s historic high-end audience is going, and, if the Facebook posts are any indication, they are going to buy a Devialet Phantom (or 3).<\/p>\n","protected":false},"excerpt":{"rendered":"

When Devialet announced they had raised \u20ac25 Million this past Summer from some of France’s biggest names – Xavier Niel, Marc Simoncini, etc. – it was clear that founder Quentin Sanni\u00e9 and team had big ambitions for what remained a relatively unrecognized brand, even from inside France. At the beginning of this year, however, Devialet<\/p>\n","protected":false},"author":77,"featured_media":31678,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"subtitle":"","footnotes":""},"categories":[10563],"tags":[],"class_list":["post-31674","post","type-post","status-publish","format-standard","has-post-thumbnail","category-tech"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/posts\/31674","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/users\/77"}],"replies":[{"embeddable":true,"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/comments?post=31674"}],"version-history":[{"count":0,"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/posts\/31674\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/media\/31678"}],"wp:attachment":[{"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/media?parent=31674"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/categories?post=31674"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.rudebaguette.com\/en\/wp-json\/wp\/v2\/tags?post=31674"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}