EdgeAudio Offers Opportunity To Buy First, Then Listen

19-Dec-00

Will home theatre fans looking for big sound buy speakers through the Internet without hearing them first? One company is betting that they will, and in fact argues that buying speakers on the Web sight unseen - or sound unheard - is the best way to buy home theatre products.In an industry where speakers are typically auditioned by consumers in retailers' soundproof listening rooms, newcomer EdgeAudio says that approach is as outdated as the Edison cylinder. Instead, the company is selling its home theatre speakers solely via the Internet, primarily through its own Web site (www.edgeaudio.com), but also through selected e-tailers.Despite the unconventional approach, the company believes that today's consumer will have no problem spending $1,000 or more on EdgeAudio speakers without hearing them play a single note. Here's why:- Consumers have the unique advantage of evaluating the speakers in their own home, the only way to accurately assess a product like a home theatre speaker- The company offers a 30-day money-back guarantee, and pays the return freight- Superior value - savings allowed by elimination of a retail middleman are passed on to consumers- EdgeAudio.com products are unique, top-quality speakers selling for less money than comparable products""There will always be limits to what can be sold on the Web, but we're proving that the boundaries can be pushed farther than many people first thought,"" said Bob Lightman, EdgeAudio, Inc. President. ""We're providing a clear benefit - a consumer can evaluate our speakers in his own home, using his own components and his own selection of movies and music. That's far better than dealing with an uninformed salesperson while listening to speakers in a retail demo room that doesn't remotely resemble anybody's home.""The company's online strategy is also the key to another critical element in the EdgeAudio business model - value. With no retail mark-up and no retail pipeline to keep supplied with costly inventory, significant savings are achieved. And with its own 25,000 square-foot factory, the company has complete control over production, which helps keep costs in check.The product, too, is unique. The company offers two complete six-piece home theatre speakers systems - one for $1,399 another for $999. Both deliver performance and craftsmanship usually found only on speakers costing much more. The direct sales model is one factor. But in addition, the EdgeAudio speakers are the first moderately-priced speakers to use DiAuralÆ circuitry, a recently-patented technology that enhances sound quality and replaces a core circuit found in virtually every other speaker system. Also, the cabinets are solid hardwood in contrast with most speakers in their price range, which typically use molded plastic enclosures or veneers. Initial product reviews, which carry great weight in the audio and home theatre market, confirm the company's claims. ""With its great looks, great sound, and great price, the EdgeAudio 502D speaker system is a terrific deal,"" according to Sound & Vision (October 2000). That same review concluded, ""The real standout here is the EdgeAudio speaker system. Products like this signal that there's something else going on in cyberspace besides spamming, pornography, and hype. If I were you, I'd give it a listen.""In the coming weeks the line will be expanded to include systems priced below and above the current product.""Our strategy is to offer consumers outstanding value by offering a product with unique technology and superior workmanship, and paying for those extras with the efficiencies of Internet marketing,"" said Lightman.Visitors to the EdgeAudio Web site will find more than just an e-commerce site, however. The site includes a wealth of generic information about sound and home theatre, including a guide to connecting speakers, proper speaker placement and a troubleshooting guide.Founded in 1999, EdgeAudio, Inc. is based in Tigard, Oregon, a suburb of Portland. EdgeAudio.com manufactures its speaker systems at its 25,000-square-foot production facility in Ensenada, on the Pacific coast of Mexico. For more information, visit www.edgeaudio.com.

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