Gathering 'Golden Ear' Employees Before Galaxy Buds Live Launch
Testing and Feedback Collection Before Noise-Canceling Wireless Earphones Release
Wireless Earphones Significantly Strengthen Position in Accessories
[Asia Economy Reporter Han Jinju] Samsung Electronics has 'golden ears.' These are employees with exceptional hearing. When developing the wireless earphones 'Galaxy Buds Live,' Samsung Electronics gathered these individuals for sound quality and noise testing. Their keen hearing evaluations were actively reflected in the development process. The bean-shaped design, completely different from the Galaxy Buds, and the noise-canceling feature owe much to the role of these golden ears in the creation of the Galaxy Buds Live.
Galaxy Buds Live, the Unsung Hero 'Golden Ears'
Released earlier this month, the Galaxy Buds Live is the first Galaxy Buds series to feature active noise canceling. Before launching this product, Samsung Electronics formed a team called 'Golden Ear' by gathering about 20 employees within the company to conduct listening tests. The name was inspired by the common term for people who can distinguish sound differences well, called 'golden ears.'
The Galaxy Buds Live, the third wireless earphone in the Buds series, is equipped with an accelerometer sensor to filter external noise and three microphones to improve call quality. To counter Apple, which leads the wireless earphone market, Samsung took a bold step by launching the Galaxy Buds Live at 198,000 KRW, 120,000 KRW cheaper than the AirPods Pro.
Earphones, once just accessories provided free with smartphones, have transformed into essential items that consumers willingly pay for when they offer high sound quality and advanced features. Recently, the 'noise canceling' function has become a crucial factor in purchasing decisions. Noise canceling refers to the function that actively blocks noise by generating sound waves opposite to ambient noise. It allows users to focus quietly on desired sounds even in noisy environments. Demand for noise canceling features is also increasing.
The advantage and disadvantage of noise canceling is that it blocks all noise, but recently, functions that distinguish and allow necessary sounds have been implemented. The Galaxy Buds Live and some wireless earphones and headphones from Sony offer features that recognize surrounding situations and let users hear announcements or voices from others without removing the earphones.
Thanks to the Buds Series... Samsung's Wireless Earphone Market Share Rises
Samsung Electronics is focusing its capabilities on wireless earphones because of their growth potential. According to global market research firm Canalys, shipments of wireless earphones in the first quarter reached 43.8 million units, an 86% increase compared to the same period last year. The wireless earphone market is expected to grow 29% this year, with annual shipments exceeding 200 million units. Samsung Electronics is also increasing its market share. According to Counterpoint, Samsung's wireless earphone market share was only 9% in the second quarter of last year but rose to 11% in the first quarter after launching products like the Galaxy Buds Plus.
Due to the aggressive competition from Samsung Electronics and other rivals, Apple, the number one wireless earphone brand, saw its first-quarter market share fall below 40% for the first time. Wireless earphones became popular 2 to 3 years ago, and now replacement demand overlaps with new purchases. An industry insider said, "Replacement demand is surging among those who first bought wireless earphones 2 to 3 years ago, and the number of new consumers is rapidly increasing. With mid- to high-end products expanding from Apple and Samsung Electronics, competition in the wireless earphone market will become even fiercer."
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