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Dre/Monster Power Duo Unleashes 6 SKUs

9/30/2010 11:30:01 AM Eastern

New York- Breaking away from its usual one-SKU-at-a-time
introduction strategy, the Monster/Dr. Dre team unveiled six Beats products
yesterday, including its first iPod docking system.

 monster

Speaking at a press event held at the Best Buy Theatre in New
York, Dre dismissed the stiff competition of the iPod docking station market,
saying, "[The other docks] don't sound right ... I'm more proud of this than
almost anything I've done."

The Beatbox has dual 5.25-inch bass drivers and two 2-inch
high-frequency drivers. Along Dre's usual conspirators - namely head monster
Noel Lee and music producer Jimmy Iovine - the team enlisted design firm
Ammunition and founder Robert Brunner. Suggested retail is $399.

Four headphones and earphones were unveiled, including the
highest-end Beats model to date. The Beats Pro are geared toward studio users,
home musicians and DJs, represented by their swiveling ear cups and dual cable
ports. Suggested retail is $399.

The Powerbeats ear-clip headphones, billed as "workout
headphones," are the result of a previously
announced
partnership with basketball player LeBron James. They'll be
offered in black, red and white for $149 and feature Monster's ControlTalk
feature. 

The remaining headphones were launched in response to what Iovine
described as the commoditization of the CE industry. "You can't make sound
convenient," he noted. "[The digital revolution] did not help sound at all - it
hurt it."

The three SKUs - the iBeats and in-ear and over-ear JustBeats -
are geared toward younger listeners, with the JustBeats being promoted by teen pop
star Justin Bieber.

"We wanted to make an ear bud that replaces the free or the
$29.99 ones that sounds like they're free," Iovine said. "When [kids] get an
iPod, the headphones that come with it is just to see if the iPod is working."

Lee said Monster strove to keep the price below $99.99 for the
iBeats, noting, "We're losing money on this." They have a solid metal
construction, and Lee said they come with 12 different ear cushions.

The JustBeats, which are offered in purple, retail for $199 for
the on-ear and $199 for the in-ear version.

The JustBeats will be available exclusively at Best Buy. All
models are scheduled to be available through Best Buy and other retailers next
month.

 

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