Newly Renamed Starkey Hearing Technologies Plans To Keep Putting New Wine In New Bottles

Sometimes when a company changes its name, the first thing you think is “old wine in new bottles.” But when Starkey Laboratories, the 45-year-old hearing aid company, today announced its name change to Starkey Hearing Technologies, it reflected how far the company has come in recent years. It also sent a strong signal on where the company is going–toward a future focused on developing new hearing technologies and integrating them into multiple brands of new hearing products for big consumer markets.

In recent years, Starkey has emerged as one of the top five global hearing aid companies, with nearly a billion dollars of sales from a broad line of products that meet consumers’ entire range of hearing needs. Its five hearing aid brands–Audibel, AudioSync, NuEar, MicroTech and the original Starkey brand–are increasingly driven by a common platform of new technologies in digital signal processing, sound processing, miniaturization, wireless connectivity to your phone, TV and other devices, and wireless binaural communication between hearing aids for a more natural balanced sound.

“Over the past decade, we have gone from a manufacturing company to a global technology company,” Jerry Ruzicka, President of Starkey Hearing Technologies, said in a news release. “The name change better aligns with both who we are as an organization, as well as our focus on innovation, technology and the diverse customers we serve.”

Starkey was founded in Minnesota by William Austin, who has devoted more time in recent years to philanthropy. His Starkey Hearing Foundation to date has given away more than 500,000 hearing aids to people in need in the U.S. and around the world, with a commitment to giving away more than 100,000 hearing aids annually and a goal of one million more this decade. In the meantime, Starkey’s new generation of operating leadership has poured money into R&D and new-product development, and the results are starting to make a big impact on hearing-industry markets.

Once known more for its sales strength than leadership in innovation, in recent years Starkey caught up to and in many instances surpassed other leading hearing-aid manufacturers in developing and promoting hot new technologies. Just this week the company’s new AMP “invisible” hearing aid is being honored at the International Consumer Electronics Show with a 2012 Innovations Design and Engineering Award.

But the newly named Starkey Hearing Technologies won’t be able to rest on its laurels, or its name change, to continue competing successfully in the increasingly competitive global high-end hearing technology industry, where all the leaders are driving the advanced technologies in their hearing aids into consumer products for markets such as high-tend audio, Bluetooth phones, headsets and earphones, and wireless devices.

Industry leader Sonova Group, whose Phonak brand has been both a technology and a marketing leader for years, has continued to drive innovation in sound processing and wireless technologies. GN Store Nord, parent of ReSound hearing aids, also has a Netcom headset division that is driving into industrial hearing protection and consumer markets for earphones and headsets including the popular Jabra bluetooth phone earpieces. And Oticon hearing-aid parent William Demant’s similar push into consumer hearing technologies is led by its high-end Sennheiser headsets and other well-known audio brands.

Starkey Laboratories Research Shows ‘Invisibility’ Is One Of Top Five Factors In Consumers’ Hearing Aid Choice

According to new market research, “invisibility” is one of the top five factors customers consider when buying a hearing aid, according to a presentation by a senior Starkey Laboratories executive yesterday at the 2012 Starkey Hearing Innovations Expo in Las Vegas. The research (Chart 1) reveals that consumers are less interested in what brand of hearing aid they are buying than other factors such as: 1) price; 2) sound quality; 3) form factor; 4) visibility/invisibility; and 5) customer service.

More than most other major global hearing aid manufacturers, Starkey Labs has focused development and marketing resources on the invisible hearing aid market over the past two years. Now the presentation by Dennis Van Vliet, Au.D., Starkey’s Senior Director of Professional Relations, explains why: the prized Baby Boomer market segment is far more receptive to “invisible” high-tech solutions than the previous generation of hearing aid users. In addition to the cosmetic appeal of a hearing aid no one knows you are wearing, today’s techno-savvy Boomers, who are attracted to high-tech gadgetry in general, are fascinated by the tiny new hearing systems that can pack more power and performance into a tiny package that sits deep within your ear canal than the huge behind-the-ear models that were the norm only a few years ago.

I’m not at the conference but received a copy of the presentation, which is packed with interesting new information, including a fascinating comparison (Chart 2) between consumers above 65 years old, who are generally averse to technology and less interested in fashion and an active lifestyle, versus Baby-Boom generation consumers aged 41 to 64 who are overwhelmingly interested in new tech solutions that fit in with an active lifestyle. My take on the data is that the Boomers are not put off by the “stigma” of being seen wearing hearing aids so much as attracted to slick new well-designed products that combine superior form with high-tech function.

Starkey’s “invisible” product line now includes the entry-level AMP hearing aids and its high-performance Soundlens products, both of which sit deep within the ear canal. Starkey’s Xino product family is a on open-fit, behind-the-ear, receiver in the canal (RIC) product that is so tiny it is also marketed in the “invisible” category. Starkey has marketed the AMP system aggressively as a first-time solution for users who would not otherwise want to wear hearing aids.

I’ve gotten comments on my previous posts about Starkey’s invisible hearing aid marketing campaigns from readers who say the company is playing into stereotypes about hearing aids as something to be ashamed of and something to hide from others. I’m sure there are plenty of consumers out there worried about the lingering stigma of having to use hearing aids, but I think something else is going on in the market as well. I like to think tech-savvy Baby-Boom consumers are attracted more to the positive aspects of well-designed hearing products that push the limits of miniaturization and performance than to the fact that they are afraid of being seen wearing hearing aids.

New Starkey AMP Personal Audio Amplifier Is An Invisible Hearing Aid “For People Who Aren’t Ready For A Hearing Aid”

Starkey Laboratories’ new AMP Personal Audio Amplifier is a tiny new invisible hearing aid designed “for people who aren’t ready for a hearing aid.”  The new hearing aid is an affordable, cosmetically appealing solution that does a good job correcting mild or moderate hearing loss. At a suggested retail price of $750 a piece, the Starkey AMP hearing aid is designed to make it simple for audiologists to send patients home with their first hearing aids after their first visit–without busting their budgets.

Like Starkey’s popular SoundLens invisible hearing aid, the tiny Starkey AMP hearing aid fits deep enough within the average ear canal to be virtually invisible. But unlike the SoundLens, which requires a custom fitting and is more expensive because it has more features for people with more complicated hearing loss, the Starkey AMP is an entry-level solution for people just starting to have trouble with their hearing. Its programming software comes with four preset starting points to make it easy for audiologists to tune the four-channel device to meet the individual requirements of patients with the most common form of mild, mainly high-frequency hearing loss. And a one-size-fits-most design–with an innovative “elastomeric sleeve” that can be adjusted to different sizes of ear canals and that also promotes airflow to prevent occlusion–enables audiologists to do without ear mold impressions and fit an off-the-shelf product that the patient can start wearing the same day. Read more

New Starkey Wi Series Hearing Aids Feature Wireless Connections To Your TV, Radio And Computer

With its new Starkey Wi Series, Starkey Laboratories has added its name to the list of major hearing-aid manufacturers offering direct wireless audio reception from televisions, computers, stereos and other devices. Starkey’s new IRIS wireless integrated circuit platform in the hearing aid connects directly to most media devices via a new Surflink Media Streamer that plugs into the back of the TV, stereo or other audio system and automatically syncs with and transmits audio to the Starkey Wi Series hearing aids.

The new hearing aids come with the high-end Voice IQ technology featured in Starkey’s flagship S Series hearing aids, which makes hearing in noise easier by reducing ambient noise in the milliseconds between vowels in speech the wearer is trying to understand. They also include other high-end features such as feedback canceling and multiple listening modes for different listening environments, including automatic settings for music, television and better comprehension using the telephone. More details on the Starkey Wi Series hearing aids are available in the company’s consumer brochure. Read more

ReSound Donates Hearing Aids To Help America Hear Program

If you can’t afford hearing aids but need them, you may still be able to get them if you qualify. The Foundation for Sight & Sound is partnering with leading hearing-aid manufacturer ReSound to beef up its Help America Hear Program to provide more free hearing aids and proper hearing-aid fittings to people who can’t afford them. ReSound, the exclusive supplier of hearing aids to the program, has donated hundreds of pairs of hearing aids for people who meet financial eligibility requirements after applying on the Help America Hear web site.

The hearing aid industry manufacturers often define their work as a social mission to improve people’s lives by improving their ability to socialize and communicate. But it’s often hard to reconcile the claim that they are on a social mission when so many of their products are priced so high that only the very wealthiest of world’s consumers can afford them. Their social credibility would be higher if more manufacturers put their money where their mouth is by making a real effort to give something back, like ReSound and another notable example, Starkey Laboratories. Starkey Labs founder William Austen, whose Starkey Hearing Foundation has led the way for many years by raising millions of dollars to fund the donation of of hearing aids to tens of thousand of people around the world, says his foundation gives away 100,000 hearing aids a year, compared to the 1 million hearing aids sold annually by Starkey Labs: “It’s 10 percent, so it’s like tithing,” he told the Clark, County, WA, Columbian in an interview last Fall.

And the opportunity to give back doesn’t end with the manufacturers. There are millions of hearing aids sitting unused in bureau drawers around the world. Many of them could be reconditioned and provide a needy person with the gift of hearing. If you have a pair gathering dust in your drawer, you can donate them to Starkey’s Hear Now program. Another hearing aid manufacturer, America Hears, in the past has offered discounts to consumers who trade in their hearing aids and donates the used aids to a Rotary International Foundation program, Help the Children Hear.

New Hearing Aids From Starkey and Beltone Receive Innovation Honors At Consumer Electronics Show (CES)

The hearing aid industry has been historically slow to market its products to consumer electronics enthusiasts. That’s why it’s good to see a growing number of hearing aid companies submitting their products for design awards and for industry recognition. The world’s biggest venue for showing off new electronic products is the annual Consumer Electronics Show (CES), which attracted tens of thousands of visitors to Las Vegas this week. This year, Starkey Laboratories and Beltone were both named International 2011 Design and Engineering Awards Honorees at CES in recognition of their new nearing aid designs.

Starkey won the award for its new OtoLens hearing aid, which the company promotes as “the world’s first custom invisible-in-the-canal hearing aid.” Beltone earned the honor for its new Beltone True hearing aid, with wireless features that enable direct RF streaming of audio from your TV, MP3 player and Bluetooth phone without an intervening streamer unit or induction neck loop.

For Starkey, it’s the third time in as many years they’ve received the CES innovation honor. Previously it won for having won for its S Series™ with Sweep™ Technology and Zōn™ hearing aid lines. Beltone’s new True hearing aid has similar features to the ReSound Alera hearing aid, sold by its sister company ReSound (both are subsidiaries of GN Store Nord and part of the GN ReSound group of companies).

Starkey Group Enters Invisible Hearing Aid Market Under Five Different Brand Names

The Starkey Group is jumping into the invisible hearing aid market, with five of its brand names selling a tiny new device that fits deep within the ear canal. It also set up a web site, Invisible Hearing Aid.com, to promote what appears to be a common platform product that is being shared by all five Starkey Group companies — Starkey Laboratories, NuEar, MicroTech, AudioSync, and Audibel. Each brand is selling the digital device under its own name, but all the hearing aids feature similar technology and features, including: a design enabling deep insertion within the “second bend” of the ear canal, making it nearly impossible to see; a 16-channel digital signal processor; processing software with noise reduction and “speech preservation;” feedback cancellation; and an innovative “T2″ controller enabling you to adjust volume and memory settings from your cell phone or touch-tone phone. Read more

Can Hearing Aids Make You Smarter? Research On Cognitive Hearing and Listening Fatigue Says They Can — Is The Industry Finally Listening?

Hearing aid manufacturers have finally started listening to ten years of academic research into concepts known as “cognitive hearing,” “listening fatigue” and “cognitive fatigue.” It took them long enough, but I’m not complaining, because at least they are finally claiming to attack the problem of hearing loss at its roots.

In recent announcements of their next-generation hearing aids, industry leaders Starkey Laboratories and Oticon both claimed their new products would ameliorate “cognitive fatigue” and therefore improve not only hearing but also the ability to listen and understand. Since the invention of the hearing aid, the industry has focused mostly on simple amplification that makes noise louder and therefore easier to hear. Too often, hearing aids amplify the noises uses don’t want to hear and actually make it more difficult to comprehend the sounds — speech — they do want to hear. Now the industry is finally trying to address the critical issue of better cognition.

While neither Starkey nor Oticon went so far as to say their hearing aids would make you smarter, that’s really the value proposition the industry should start trying to deliver. No, hearing aids can’t make you smarter all by themselves. But hearing well can enable you to listen well, and listening well can enable you to better understand what you hear, better understanding makes it easier for you to communicate in real time with other people, and intelligent communication lets your brain be as smart as it naturally wants to be. Now think of the same scenario in reverse: no hearing assistance means less listening means less understanding means less intelligent communication. In other words, failure to get a good pair of hearing aids can make you appear to be a whole lot stupider than you really are.

The catch is what constitutes a “good pair of hearing aids.” Dr. Brent Edwards at the Starkey Hearing Research Center in Berkeley, California has been looking at the issue of “cognitive hearing” for years, and his work is finally working its way into the products Starkey is delivering to the marketplace. Read more

Starkey’s S Series iQ Hearing-Aid Family Attacks Hearing-In-Noise Problem

Anyone who has gone to dinner in a noisy restaurant only to discover their hearing aids were amplifying the cacophony to unbearable levels without enabling them to understand their companions at all will bear witness to the fact that better comprehension of speech in noise is the Holy Grail of the hearing-aid industry. The new S Series IQ hearing-aid family from Starkey Laboratories is a big step in the right direction.

It’s been known for years that constant improvements in the speed and processing power of digital signal processors should logically enable better algorithms for comprehending speech in noise. But solutions that work well have been a long time coming. That’s because digital sound processing technology enabling hearing-aid users to better understand speech-in-noise is a game of milliseconds. It’s excruciatingly difficult to come up with algorithms fast enough to sample the speech and background noise inputs in real time and separate the wheat from the chaff: the processing system must separate the useful speech from the harmful background noise, and then actively amplify the good and suppress the bad. Read more

As The Economy Turns: Audiology NOW! Exhibitors Promise To Feed Hearing-Aid Market Turnaround With New Products And Technology

I just arrived in beautiful San Diego to attend the American Academy of Audiology’s annual conference, Audiology NOW!, which has become the premier North American showcase for new products and technologies from large and small hearing-aid manufacturers. There seems to be a little more excitement from an industry that has been pummeled by the recession and held to low-to-no-digit sales growth in the past couple of years. This year, the big players have come locked and loaded. Everywhere one turns there seems to be a promotion for Oticon’s new Agil flagship product line. Panasonic will be making its formal U.S. market debut Thursday evening where Panasonic hearing’s US chief Delain Wright will share more of the company’s plans. Siemens has a huge booth in what will surely be a show of commitment to its hearing-aid business following its recent apparent decision not to spin off Siemens Hearing Instruments to private equity investors. Starkey is promising a slew of announcements Friday night in a function on the deck of the USS Midway aircraft carrier. And that’s just scratching the surface. I’ll be posting more news on everything that seems to be either interesting or important, or both.

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