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Bang & Olufsen Q&A with Tue Mantoni

Bang & Olufsen Q&A with Tue Mantoni

Bang & Olufsen, launches the B&O PLAY, a portable digital product that combines convenience with high-quality, contemporary design.

What does the launch of the Bang and Olufsen PLAY mean for you and your brand?

“We are very excited about the range of products that we will launch under this new brand. Through B&O PLAY, we will bring core Bang & Olufsen values of design, performance, and quality to a new audience” says Tue Mantoni, CEO of Bang & Olufsen.

Who was this product designed for?

“I think we will see many new customers be intrigued by the products under the B&O PLAY brand – customers who want an ultra-convenient experience. We now offer them this experience in a beautifully designed solution combined with superior sound and acoustics performance so the quality of the listening experience is significantly improved. In addition, many loyal Bang & Olufsen customers have already told us that they would use these products in second homes, children’s rooms or to enjoy media content on the move.”

Where does PLAY sit in the portfolio of B&O? Is this designed to compete with Apple products? 

“The mission of B&O PLAY is to evoke senses, to elevate the experience of listening and watching. We have spoken to musicians and studio recorders who all love the fact that more people listen to music in more places, but hate the fact that the quality of the listening experience has been eroded. We want to provide the opportunity to experience media in a convenient and easy way but still in outstanding, high quality.

“We are integrating a lightness of touch to our designs. Our design approach flows through all aspects of the products. We strive hard to humanise advanced technology and make it work on people terms – rather than the other way around”.

What product is launching in January? 

The first product to launch under B&O PLAY is the highly anticipated Beolit 12 portable music system, which will be followed by more products during 2012. Once people listen to their portable music through the Beolit 12, they will wonder why they ever did it any other way” says Tue Mantoni.

Beolit 12 in Dark Grey will be available to order from all Bang & Olufsen stores in Australia and New Zealand from mid-January, with Blue, Yellow and Light Grey versions to follow shortly. For more information on B&O Play, please visit the website below.


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