Annual Report 2010/11 - Sonova

18
• Behind-The-Ear hearing instruments (BTE) (Phonak/Unitron/Sona)
• FM systems (Phonak Communications)
Middle ear implants
(Phonak Acoustic Implants)
Cochlear implants
(Advanced Bionics)
Custom In-The-Ear hearing instruments (ITE)
(Phonak/Unitron/Sona)
• Hearing protection
(Phonak Communications)
• Wireless communication systems
(Phonak Communications)
• Earphones
(Phonak Audéo PFE)
Invisible extended-wear hearing instruments (Lyric)
The core brand Phonak features a full range of hearing
instruments across all price-performance classes. Thanks to
technological innovations, the devices provide increasingly
better performance for improved speech comprehension and
quality of life. In addition, Phonak also serves the promising
market segment of wireless FM systems for audiologic
applications.
The Unitron brand is aimed at customers who are more
inclined to seek value for money. The hearing systems
are available in various price classes with a wide selection
of functions and form factors, offering particularly good
speech understanding in different situations. Unitron has
a strong presence in the business and economy class
segments.
The latest member of the premium-class Phonak family
offers an innovative product approach aimed at the mild
to moderate hearing loss segment: Lyric, the “contact lens
for the ear,” is the first hearing instrument that can be
worn invisibly in the ear canal for up to four months without
interruption.
The young Sona brand represents a unique product and
service concept for people with mild to moderate hearing
loss. Hearing care professionals benefit from simplified
storage and ordering processes and an innovative fitting
process. Sona models are available to end customers in
two form factors and several price-performance classes and
can be configured immediately to the wearer’s preferences.
Sonova’s aim is to further increase penetration of the
hearing instrument market in order to reach an even larger
customer base with its products. The Group’s strategy is
based on easier access to hearing instruments, focus on
customer needs, and a strong service mentality.
Sonova provides end customers with better access to hearing
instruments by having a higher number of points of sale
and actively supporting hearing care professionals in selecting
locations and making their shops more attractive. The
Group believes a key success factor in reaching customers
is to focus on the needs of hearing instrument wearers and
hearing care professionals. Technological innovations and
continuous improvements in the performance of hearing
instruments lead to improved customer satisfaction and thus
to broader acceptance of hearing instruments.
Innovation – in terms of products, quality and range of
services, training of hearing care professionals and marketing
and sales – is therefore the prime requirement for
long-term success in the hearing instrument sector.
Sonova also sees enormous potential in overcoming the
current stigma of wearing a hearing instrument. With
the help of a broad educational campaign, for example,
in connection with the Hear the World initiative, the
Group is committed to dispelling prejudices and fostering a
broader public awareness of the benefits of modern audio
technology.
GEARED TO MARKET AND CUSTOMER NEEDS
It is clear what customers want: hearing instruments should
deliver better understanding in noisy environments and a
natural sound experience. They should also be easy to use
and ever smaller – and, if possible, invisible. The trend
towards miniaturization has been successfully exploited in
recent years. The smallest BTE models almost completely
disappear behind the ear. With its Phonak core brand of
miniature hearing instruments Sonova plays a pioneering
role and has the smallest model currently on the market in
every performance and amplification class. Phonak’s Lyric
is the first extended-wear hearing solution that sits deep
in the ear canal, is completely invisible from the outside
and can be worn for up to four months without interruption.