Sony Makes A Foray Into A Surprising New Tech Sector
Sony is launching a first-ever over-the-counter hearing aid product targeting consumers with mild to moderate hearing loss.
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On Tuesday, the Japanese tech giant Sony announced it has partnered with WS Audiology, a manufacturer of hearing aids, to begin selling over-the-counter hearing aids. Sony already has one of these hearing aids in development to hit the U.S. market later this year. These over-the-counter hearing aids will be sold under the Sony brand name.
More details about the over-the-counter Sony hearing aids will be available closer to the product launch, according to CNet. Back in August of this year, the US Food and Drug Administration (FDA) cleared the path for hearing aids to be sold without a prescription. This is great news for the estimated 30 million American adults with some form of hearing loss.
Sony is one of the first companies to begin a new era with the kickstart of its over-the-counter hearing aid products. It is the hope that this product will lessen the distance between the tech and healthcare world. Sony will assist in lowering the cost and burden for individuals who suffer from symptoms of hearing loss and do not have the luxury or means to see a hearing specialist.
During the press release, Sony and WS Audiology stated, “Through the partnership, Sony and WS Audiology will combine their respective technological and medical expertise to create solutions that will shape this new field.” The new ruling set by the FDA that allows for the over-the-counter Sony hearing aids to be sold without a prescription will go into effect on October 17th.
Sony’s over-the-counter hearing aid launch is a big deal. It is poised to reshape the market where these hearing products can be purchased. For instance, they will be purchasable at stores like Best Buy.
Sony is not cutting any corners when it comes to the audio technology to design these over-the-counter hearing aids. They will be made to fit snugly and comfortably in one’s ears, as well as provide noise-canceling acoustic technology to allow hearing-challenged customers to hear clearly. Osamu Hajimoto, the deputy president of the business and technology development group at Sony Corporation said, “We will try to offer natural designs that would change the user’s lifestyle.”
The over-the-counter Sony hearing aids will be available for purchase to customers with mild to moderate hearing loss. Those who stand to benefit the most from the new Sony hearing aid products are those who are just starting to notice a loss in hearing.
However, as great as all of this may sound, not everyone is thrilled about the news of the new Sony hearing products. The president of hearing aids manufacturer Starkey, Brandon Sawalich told CNet that a hearing aid is “not a consumer electronic device.” Last year alone, the hearing aid market sat at $8.24 billion and is projected to grow by 40% to a whopping $11.4 billion by the year 2027.
So of course, Sony moving from the electronics segment with its audio technology and moving into the healthcare world is going to cause a stir. The price range and specifications of the over-the-counter Sony hearing aids will be released at a later date. Also, as of now, there has been no mention of the Sony hearing product line being released outside of the U.S.
