March (PDF) - GN Store Nord

come the users’ preferred supplier of sound for personal
communications and entertainment,” says Lyngaa.
The Jabra BT620s’s operating buttons signal what it’s all
about: entertainment and personal communications. The
phone features are operated from the left speaker and
the button to control the music is on the right one. The
user hears the sound in both ears in hi-fi stereo when the
music is playing and in a clear mono sound in both ears
when using the phone.
In-House Skills
Lyngaa explains with a note of pride in his voice that the
entire project was developed using resources already
lot of ideas up her sleeve, but she is not about
to reveal them to the competition by going into
detail here.
Lindgren will say, however, that the main
goal in 2006 is to become as visible as possible
all over the market. “GN Mobile headsets are
sold in 57 countries and available in more than
80,000 stores. We have to train and motivate
as many of the employees in these stores as we
can to provide better advice on our products,
to understand the needs of their customers and
especially to allocate more space to our headsets
in their in-store displays. To put it briefl y, we want
to be more visible to consumers so the product
category and our headsets become the pivot of
their personal communications instead of being
considered an accessory,” she says.
Multimedia Man
New trends are on the way in which wireless
isn’t just for talking and hands-free goes with
available at GN. He points to hi-fi stereo sound with
Bluetooth and the very long battery life of the product
category regardless of standby, voice or music mode as
demanding achievements that sent the developers to the
very edge of their capabilities, before they came back
with specifi c solutions.
“We’ve started out with a whole new product category
and have opened a huge potential new market using
the skills we already had in-house. The Jabra BT620s is
Jabra through and through, which of course bodes well.
I’m not going to tell you what we have in our pipeline,
though, only that it could be more of the same type of
thing,” he says with a smile.
more than just telephony. The new generation
of multimedia owners, also called “the MP3
generation,” want more than that. They are
serious users of communications and media
devices. They listen to music, talk on their cell
phones, send text messages and chat; and it
looks like they can do it all at one time. This
generation’s media consumption is paving
the way for a whole new type of headset that
supports all the different media types. For GN
Mobile, this means that a new headset category
is coming to the market. The fi rst of these is the
Jabra BT620s, a stereo headset featured in the
article above.
“Bluetooth in stereo will be huge. GN Mobile
is planning to market a series of new products
under the Jabra brand in 2006, targeting new
customer segments. It will require new marketing
methods to bring the series to market, e.g.
having a presence in new stores, and it will need
to be more visible than what we can achieve
More than ever before,
the Jabra BT620s lets the
music take you away.
through ordinary advertising campaigns. Music
will play an essential role in branding, because
this is where we fi nd the core market for Bluetooth
in stereo,” explains Lindgren.
She adds that other segments such as businesspeople
and Internet game players will demand
better sound quality, which will also make
them part of the overall target group for the new
stereo products.
In January, GN Mobile announced an important
strategic partnership with Klipsch, the leading
US manufacturer of loudspeakers and a company
with more than 60 years of experience in
developing, manufacturing and selling advanced
sound systems. By combining the best skills and
the strongest market positions in sound and
Bluetooth, the partnership creates a platform for
conquering the market for mobile music.
GN Magazine 1 l 06
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