Bose to focus on multimedia products

Audio-visual solutions major, Bose Corporation, has identified multimedia products as its growth driver in India.

At a press conference in Kolkata, Ratish Pandey, general manager of Bose Corporation said that with the convergence of various audio-visual systems, multimedia products would drive sales growth.

The company is also looking at expanding its range of products to produce more converged products that would offer several audio-visual facilities.

"For instance, previously we would have only one multimedia product category in speakers. In the last six months, we have introduced three multimedia products since the move is towards convergence of audio-visual systems," Pandey said.

Bose had also expanded its headsets range in the last three months. It now offers a range in headphones that could be used for speakers, personal system as well as for high-end home audio systems with FM, MP3 and CD players.

The new range of headphones can also be played with Ipods or speakers to enhance surround sound.

"With consumers becoming more technology savvy and luxuries becoming necessities, Bose is being able to offer variety in converged products. Also, audio-visual on the move is catching up. Therefore, looking forward, our thrust would be on multimedia and convergence products," Pandey added.

According to Pandey, India was one of the fastest growing market for premium category audio-visual products in the Asia Pacific region.

In future, the company would concentrate on direct retailing through high-end stores with "the Bose home experience".

Under the format, the company would target the premium segment costumers seeking a new home. The stores would have a dummy home model with wide-ranging audio visual solutions in display. With one such store launched in Kolkata, the firm would open such stores in "all possible locations", said Pandey.

Founded in 1964, Bose Corporation has registered annual sales of $2 billion.