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Sony Electronics Enters Self-Fitting Hearing Aid Market

Easy Set-up and Discreet Use Opens the Way to Improved Hearing Options

Sony Electronics has announced the availability of their first over-the-counter hearing aids for the U.S. market. Sony is approaching the market with a focus on innovation, accessibility, and personalization. Their first products have been developed in partnership with WS Audiology, a company that has been innovating hearing aid technology for over 100 years. Sony aims to enhance the lives of its consumers by combining their technology with comfort and wearability to deliver a premium hearing experience.

The first two products to debut from the partnership are the CRE-C10 and the CRE-E10 self-fitting OTC hearing aids, designed with the understanding that one size does not fit all, and that people deserve options that best fit their unique needs, situations, and lives. Utilizing the app, the CRE-C10 and CRE-E10 intuitively adapt to each user’s speech and surroundings, blending the latest technology with comfort to meet each individual’s hearing goals.

“Many people have ongoing challenges related to hearing loss and because of the negative feeling around it, they often don’t seek the help they may need,” says Tyler Ishida, President of Consumer Business Group, Sony Electronics. “As a leader in the audio innovation space, we are thrilled at the opportunity to improve the hearing assistance landscape with cutting-edge yet quite accessible devices that will ensure new over-the-counter solutions for those living with hearing impairment and also help general consumers engage with their surroundings in a deeper, more connected way.

Created for daily use, Sony’s goal with these new devices is to break down the current barriers faced by those with signs of mild to moderate hearing loss and provide a simple, app-enabled, do-it-yourself solution that can allow for a better hearing experience.1  While each device features an easy-to-navigate app interface with customizable options for the wearer’s specific hearing needs and preferences, the two models coming to market will provide more choice when it comes to the look and capabilities of high-end hearing devices.

Extremely Easy to Use:
Each device can be used soon after purchase by following easy set-up with the Sony | Hearing Control App. Users are guided through a step-by-step process, answering a few brief questions to quickly set up and start using either device in a matter of minutes. The user-friendly app allows each device to communicate with the user’s smartphone, letting them quickly personalize settings including volume control, and more to ensure the wearer hears exactly what they intend, in multiple environments.

The app also allows the wearer to “self-fit” each device. During the in-app self-fitting process, each Sony device self-adjusts to the most appropriate of pre-defined hearing profiles, which are based on thousands of actual, real-life audiogram results. Whether the user is in a bustling room or a peaceful nature setting, both models easily adapt to deliver an authentic, connected sound experience that puts the wearer first.

Two Initial Device Choices:
As one of the smallest OTC hearing aids on the market, the CRE-C10 has a sleek, discreet design that delivers exceptional sound quality, yet is virtually invisible when worn and has a long battery life of up to 70 hours of continuous use.

The second product debuting is the CRE-E10, which has an earbud-like design combining excellent sound quality and comfort, offering the wearer both confidence and convenience. In addition, CRE-E10 has a rechargeable battery for wireless charging that delivers up to 26 hours of continuous use and is also Bluetooth compatible letting the user easily connect to streaming audio or music (iOS only).

Regardless of which device the user selects, both models deliver outstanding noise reduction and directionality, reducing noises from the back and sides depending on the wearer’s changing environment. In addition, each device adjusts sound based on the surroundings to improve the overall listening experience.

The CRE-C10 self-fitting OTC hearing aid has a suggested retail price of $999.99 and will be available for sale this month here and through a range of third-party retailers including Amazon, Best Buy, and select hearing-care professionals.

The CRE-E10 self-fitting OTC hearing aid will be available for purchase this winter at the suggested price of $1,299.99.  For more information on the CRE-E10, please visit here.



See also: Sony Partners With WSA To Develop Over-The-Counter Hearing Aids