CC Lemon
100+ Head-Fier
- Joined
- Nov 13, 2009
- Posts
- 280
- Likes
- 21
That article was a little frustrating, to say the least. I'm really amazed and a little disappointed to find out that Beats managed to get half of the headphone market. That said, I'd imagine that a large portion of that market didn't care about headphones before and probably only spent up to $30 for replacement earbuds. It wouldn't surprise me if they essentially created more of the market rather than taking control of large portions of it.
The thing that bothers me most is that they are so heavily based on marketing. They can make it sound like they're revolutionizing the quality of consumer audio because people don't know that high quality brands already exist for this. Most people don't know of companies like Grado, AKG, Audio Technica, Ultrasone, Etymotic, Denon, Beyerdynamic, etc. I'd consider headphones more of a commonly understood product by most consumers, so it doesn't surprise me that people are unaware of companies that produce better sound cards for improved computer audio. I'm not sure why these other companies didn't make a better effort to market their products more, but Beats took advantage of that opportunity and did an amazing job of it.They're claiming to be the first company to do what they do, while other companies have been doing it for a long time and have been doing it better. And people are believing it. The general population doesn't realize that Beats doesn't have any particularly special technology behind it. Beats can make all of these claims because most people don't know any better and the people that do are already looking at other brands anyway.
To be fair, I think his comments about the engineers that have never been in a studio were in reference to other companies going for a similar business model as Beats. I'm not sure they really consider the companies that are well known on these boards as competition. If you consider the market share they've captured so quickly, they don't need to be worried about companies like Beyer, Audio Technica, etc. Unless those companies take on a different business/marketing model, they won't be a threat to Beats. Beats is worried about other brands that want to use the names of popular artists as a selling point and marketing tool.
The headphone industry is starting to remind me of the beer industry. You have a few big players that everyone knows, even though a lot of the smaller companies are producing much better products. Lately there has been a surge in popularity of micro breweries and more people are becoming aware of the wide varieties of beer and the fact that there are better choices than the beers from the big 3 companies. I hope that we might see something similar with the headphone/audio industry.
The thing that bothers me most is that they are so heavily based on marketing. They can make it sound like they're revolutionizing the quality of consumer audio because people don't know that high quality brands already exist for this. Most people don't know of companies like Grado, AKG, Audio Technica, Ultrasone, Etymotic, Denon, Beyerdynamic, etc. I'd consider headphones more of a commonly understood product by most consumers, so it doesn't surprise me that people are unaware of companies that produce better sound cards for improved computer audio. I'm not sure why these other companies didn't make a better effort to market their products more, but Beats took advantage of that opportunity and did an amazing job of it.They're claiming to be the first company to do what they do, while other companies have been doing it for a long time and have been doing it better. And people are believing it. The general population doesn't realize that Beats doesn't have any particularly special technology behind it. Beats can make all of these claims because most people don't know any better and the people that do are already looking at other brands anyway.
To be fair, I think his comments about the engineers that have never been in a studio were in reference to other companies going for a similar business model as Beats. I'm not sure they really consider the companies that are well known on these boards as competition. If you consider the market share they've captured so quickly, they don't need to be worried about companies like Beyer, Audio Technica, etc. Unless those companies take on a different business/marketing model, they won't be a threat to Beats. Beats is worried about other brands that want to use the names of popular artists as a selling point and marketing tool.
The headphone industry is starting to remind me of the beer industry. You have a few big players that everyone knows, even though a lot of the smaller companies are producing much better products. Lately there has been a surge in popularity of micro breweries and more people are becoming aware of the wide varieties of beer and the fact that there are better choices than the beers from the big 3 companies. I hope that we might see something similar with the headphone/audio industry.