Phonak’s Hear the World initiative got so much attention from its announcement that vuvuzela horns were damaging World Cup attendees’ hearing that the hearing aid company’s product designers sprung into action to adapt Phonak’s popular Serenity industrial hearing-protection products with a new line of consumer devices for fans who need to protect their hearing at stadium events such as major league sports events and rock and roll concerts. Hear the World announced that Phonak customized a new version of its Serenity state-of-the-art hearing protection systems–typically used by helicopter pilots, fire-fighters, industrial staff and security professionals–and sent it to World Cup journalists in Johannesburg, South Africa, to see how well it would filter out the endless drone of the vuvuzela. The noise makers emit sound at an ear-splitting 127 decibels (dB), louder than a lawnmower (90 dB) and chain saw (100 dB). Continuous exposure to noise at more than 85 dB will cause permanent hearing damage, so virtually all fans in a stadium enduring an extended chorus of vuvuzela noise are at serious risk of hearing loss.
As more consumers become concerned about noise-induced hearing loss and get used to the idea of have custom molds taken of their ears enabling them to wear custom earpieces that are comfortable and snug, hearing-aid manufacturers see a potentially large consumer market for hearing-protection devices. Phonak’s Serenity system incorporates slick “dynamic hearing protection” technology, with filters embedded in custom ear pieces and wireless connection to a small digital signal processing unit worn around the neck. In its consumer prototype, Phonak developed a special program program for the filters to dampen stadium noise. The work by damping dangerous impulse noise the moment it occurs while passing through any other sounds that are within safe limits — protecting users’ hearing without diminishing their ability to hear safe sounds. It’s high-end industrial technology which, if Phonak can find a mass market, might ultimately be delivered at consumer electronics prices.
Phonak has a large family of hearing-protection and enhancement devices that take advantage of the company’s hearing-aid technologies. The Phonak Primero DPC communication system has all the protection features of the Serenity system but also includes a wireless transmitter and receiver, so it serves as a custom headset as well for industrial workers and military personnel who must do their jobs and communicate effectively in dangerously noisy environments.
Phonak is a great example of a hearing-aid company that got tired of waiting around for the obvious mass market of aging hearing-impaired baby boomers to take off. By all rights, the market for hearing aids and hearing protection should be growing in double digits but for years has been stuck in single-digit range. Phonak is sparking consumer demand on two fronts: by coming up with creative products that it promotes using exciting advertising and clever consumer marketing campaigns, and by raising awareness through initiatives like Hear the World which serve to educate consumers about the need for hearing assistance while at the same time lessening the stigma traditionally associated with wearing hearing aids.
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