Every time I use an audio device with their brand, Sennheiser, I recall their incredible story. It’s a legacy of innovation and global growth which continues to this day. In this case, let’s explore the company’s take on its own journey with Indian ecosystem and indigenization technology, market practices, and its future opportunities.
India, One of a Kind: A Market That Leaps Forward
Sennheiser began operations in India over 16 years ago, with a team consisting of three people. Headphones were regarded as accessories for mobile phones, and portable music was nascent, so their first objective was to grasp the market’s psychology. Nevertheless, India turned out to be a market full of surprises. The company’s founder’s grandson, Dr. Andreas Sennheiser, points out that India does “leapfrog” to the latest innovations, technology or what have you, adapting in ways that other countries cannot. Usually, the adoption of mobile technology over desktop PCs is seen as a primary example. This extraordinary environment is what has fueled inspiration for Sennheiser’s development teams.
India’s Artistic Inspiration: A Catalyst for Innovation
Apart from areas of technology, India imagines and creates its own culture and life, which has also impacted the country profoundly. “Incredibly inspiring” has been Dr. Sennheiser’s description of the thoughts lying behind solving problems in professional recording and performing live music. The blending of music and festivals into the Indian culture provides insight on how powerful Sennheiser’s products are, and thus, consolidating the company’s foothold in this ever-growing market.
The Future Integrated World: Changes in Philosophy of Sennheiser
Recently, Sennheiser’s business philosophy has shifted greatly. As Dr. Sennheiser puts it, the firm’s products are now “smarter and more connected,” which as an interconnection focus relates to both business communication solutions and audio systems. One of the most telling examples is the integration of ceiling microphones with restaurant systems or the complete integration of multiple devices using GSS technology. The focus put on interoperability is aids the creation of a unified user experience, which has come to be highly important.
Diving even deeper into the Immersive Audio.
The evolution of the immersive audio production is one of the trends that is changing the industry according to Dr. Sennheiser. Older formats like stereo and even 5.1 surround sound are more often than not falling short of what the audience expects these days. Multi-dimensional sound formats are emerging to offer more than the stereo image such as Sony 360, Dolby, Atmos and Sennheiser’s Ambeo technology. This change helps to address the audience expectations alongside audio technology’s capability for development.
Innovation at Its Core: Sennheiser’s Focus on R&D
An important part of Sennheiser’s company identity for 80 years has been innovation. The company invests about 10% of its annual earnings towards research and development. According to Dr. Sennheiser, this form of investment is not just a pursuit of R&D but encompasses utilizing advanced technology regarding what the end users expect. Sennheiser has adopted ‘co-creation’ strategies where they directly deal with artists, engineers, and other professionals to provide solutions that address their needs. One very notable example is the development of a custom headset for the artist Pink.
To Enhance Marketing: Use of Real Life Evidence
Real social proof and using authentic materials are key elements to Sennheiser’s marketing strategy. According to Dr. Sennheiser, people seeing an artist perform using a certain microphone or Sennheiser technology being utilized in a Super Bowl halftime show is much more convincing than any ad campaign. This approach using real products endorsed by industry professionals is what sets the brand apart from others.
A Legacy of Growth: Sennheiser’s Success Story
The story of Sennheiser, especially in areas like India, demonstrates steady growth. Furthermore, as Dr. Sennheiser recounts, the company’s growth trajectory has been positive – even during the COVID-19 pandemic, the company remained on an upward trajectory, surpassing the previous year’s numbers, with even more optimistic projections for this year.
The Co-CEO Model: A Synergistic Partnership
Dr. Andreas Sennheiser and his brother Daniel, the joint heads, guide the company. This arrangement, which Dr. Sennheiser terms a strength, draws on their differing personal histories. The electronic and manufacturing engineering background of Dr. Sennheiser and industrial design of his brother provides differing angles to the same problems. Himself and his brother participate in every level of the organization, bringing forth not just diverse, but unifying and multifaceted solutions to problems.
The Responsibility of Heritage: A Commitment to the Future
As the C0-CEO of Sennheiser, Dr. Sennheiser describes his role as a privilege, but also considers it a deep responsibility. He highlights the need to cultivate company’s rich history whilst innovating to address the growing demands of the audio sector. The intention is to pass on a prosperous and successful business in the hands of the fourth generation, thereby Sennheiser would continue to lead the world of sound.
