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A SOUND proposition

Music buffs can tune in to the legendary Bose audio systems



Ratish Pandey says that Bose is among the top five trusted brands in the U.S.

BOSE SYSTEMS are a legend. If you listen to music on Bose, you probably won't want to listen to music on any other system. And Bose has its roots in India, as everyone know, being conceptualised by Indian researchers at Bose Corporation, based in Framingham, Boston.

And they're not cheap.

People in the city can get to hear first-hand, the best sound in the business: the corporation, as part of its effort to enhance its brand presence, opened its outlet, The Bose Experience Outlet, at The Forum Mall in Koramangala.

The outlet is meant to intensify brand presence and direct-to-customer approach. Ratish Pandey, General Manager, Bose Corporation India Private Limited, says that the The Bose Experience Outlets will help Bose reach out to a larger audience. "The geographical spread of these outlets is planned so as to enhance the convenience of our customers, allowing them to experience the true joy of Bose products closer home." The outlet will provide every customer personalised service.

Bose today delivers sound on four fronts. It has sound solutions for public spaces with installations in shopping malls, hotels, restaurants, auditoriums, places of worship, and stadiums; Bose custom-made sound systems for leading car manufacturers. For instance, systems come factory-fitted in models such as Cadillac, Audi, Chevrolet, Mercedes, and Pontiac. "We design the stereo system at the design stage of the car itself. We meet all specifications of the customers," says Mr. Pandey; Bose Noise Reduction Technology is used by private and commercial pilots and the U.S. military. Bose currently has a venture with American Airlines for the use of its Quiet-comfort noise-cancelling headsets by passengers; its home audio business is something music buffs will kill for — a range of products that include lifestyle systems, the Bose acoustic wave music system, wave radio/CD, Bose 901 speakers, direct/reflecting component speakers, and the Bose acoustimass speaker systems for stereo and home theatre.

Bose does not sell as much as Sony, Philips, Samsung, or National Panasonic, but that is no worry for the corporation. "We believe we are better. It is because of how we create our products. They are simple, easy-to-use, and have the best technology. For instance, every product in the speaker drivers is controlled by our proprietary technologies that allow us to deliver better. We have found that once a customer is attached to Bose, he sticks to it. The product is custom-made. It is with that confidence that we compete with the others on the shelves," says Mr. Pandey.

He points out that Bose speakers come small "but generate the best sound" owing to hi-tech inputs. "The idea is to meet the need of the customer. How can you have a speaker that occupies very little space, is virtually not seen, and yet gives you the best output? We simply give them what customers want." The confidence also comes from intensive innovation. "Our acoustimass technology in 1986 was path-breaking. We may not sell as much as Sony or Philips, but 120 companies in the U.S. copied our technology." Incidentally, the corporation has a large base of engineers doing research purely on acoustics. And all the profits are ploughed back into research.

Bose has been among the top five brands in the U.S. across competing with consumer goods such as cars and perfumes. "An independent survey confirms that people trust Bose among the top five brands in the U.S."

Other than Bangalore, Bose India has retail outlets in Delhi, Mumbai, and Gurgaon. The expansion into India began in 1995 with focus on design and installation of professional sound systems in public places. Operations began in 1996.

Bose Corporation itself was set up in 1964 by Amar Gopal Bose, then Professor of Electrical Engineering, MIT. Prof. Bose conducted extensive research during his graduate days in the 1950s in the area of speaker design and psychoacoustics — the human perception of sound. His research brought forth new design concepts in sound systems that ensured reception of complete sound to the ear. Bose speakers today are about complete sound.

Bose employs over 7,000 people, has 18 subsidiaries and eight manufacturing facilities, and an annual sales of over $1.6 billion.

It has a centralised customer support centre for customers who can call the toll-free number 1600-11-2673 between 9 a.m. and 7 p.m., seven days a week. Customers can call this number for product information, services, product demonstration, and for placing orders.

For more information, call 56987890/25204285 or drop in at The Forum Mall on Hosur Road.

PRASHANTH G.N.

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