GN ReSound launches revolutionizing new hearing aid

(Charlotte, N.C., USA, 2 April 2008) Today, GN ReSound, a world leader in innovative hearing instruments, presented a new hearing aid designed to change tomorrow’s market place.
be by ReSound™ is an entirely new concept with a revolutionary design that combines the main benefits from traditional hearing instruments: it is just as open, comfortable and easy to use as the best micro-Behind-the-Ear products on the market, and at the same time it is just as invisible as the smallest hearing aids for use deep inside the ear canal.

Thus, be by ReSound™ opens up a completely new category of advanced hearing instruments designed for active people that want their product to not only be invisible, but feel invisible. GN ReSound presented be by ReSound™ to the industry and the press at AudiologyNOW! (formerly known as AAA), the leading yearly hearing aid industry event in the US. The product will be taken to market in the US in July and in the rest of the world after the summer.

“GN ReSound presents a very strong range of new products this spring,” said CEO Mike van der Wallen, GN ReSound: “We are proud to be able to offer hearing impaired of very different needs and requirements such innovative and comfortable solutions that truly will improve their quality of life. We are comfortable that these products will expand our market share as well as further build our position in the hearing aid market,” said Mike van der Wallen.

be by ReSound™: Proven technology in a revolutionary new concept
be by ReSound™ is designed to look invisible when it is placed in the ear, and it is designed to wear and forget. This means that be by ReSound™ is so comfortable that the user forgets that he or she is even wearing a hearing aid. For several months GN ReSound has run live test with users and the feedback is impressive.

“We have combined proven and cutting-edge technologies in a new way that meet the demand for first time users and active people for an invisible hearing instrument that are still very comfortable to wear,” said Senior Vice President Henrik Wiboltt, GN ReSound: “be by ReSound™ is completely placed inside the ear canal and invisible to other people, yet with a very comfortable design.”

be by ReSound™ is designed to fit into the ear canal with minimal occlusion and optimal comfort. The main benefit with an open device is the user’s ability to listen to his own voice in a natural way. The open design allows for the low frequency sounds to be heard and the device to amplify the high frequency sounds. Furthermore, the open design is significantly more comfortable than custom made In-The-Ear products that prevent the free flow of air in and out of the ear.

“We know that especially people of 45-65 years and first time users often state stigma as a major reason for not wearing hearing instruments,” said Henrik Wiboltt: “Active people often view hearing instruments as equal to being handicapped or old of age, and that’s not how they view themselves. be by ReSound™ gives them back their freedom,” said Henrik Wiboltt.

The microphone is completely hidden and protected from any wind noise. be by ReSound™ is equipped with GN ReSound best in class software systems, which ensure superior sound and speech understanding.

ReSound Ziga™: Loaded with features at a competitive price
At AudiologyNOW!, GN ReSound also presented the ReSound Ziga™, a new product family in the mid-priced segment.

“GN ReSound has always been well positioned in mid-priced segment, which is the world’s largest hearing instrument market. With ReSound Ziga™ we expand our portfolio for this segment with a high class product at a very competitive price,” said Henrik Wiboltt.

ReSound Ziga™ is packed with tried and tested technologies, and powered by the revolutionary Sound By ReSound processing platform. Sound By ReSound combines several proven technologies and delivers unparalleled sound quality, which gives the user a clear and comfortable listening experience. Several other cutting-edge features in combination make ReSound Ziga™ the most competitive hearing instrument for the mid-priced segment.

Further information: 
www.gnresound.com
Henrik Wiboltt, Senior Vice President, GN ReSound, tel. +45 45 75 12 00, +45 40 54 31 70 
Mike van der Wallen, President and CEO, GN ReSound, tel. +45 40 51 87 55