2022-10-12 | NYSE: SONY | Press release


Easy setup and discreet use paves the way for better hearing options

SAN DIEGO, October 12, 2022 /PRNewswire/ — Sony Electronics today announced the availability of its first over-the-counter (OTC) hearing aids for the US market. Sony is reinventing the hearing aid space with a focus on innovation, accessibility and personalization. With these unique products, developed in partnership with WS Audiology (“WSA”), a leading innovator in hearing aid technology for over 100 years, Sony will improve the lives of consumers by combining its unique premium technology, ease of ultimate usability and uncompromising comfort and portability, to deliver an unprecedented hearing experience that easily bridges the gap between user and environment.

Sony launches over-the-counter hearing aids in the US, making hearing and improved accessibility options for consumers a reality

The first two products resulting from the partnership are the CRE-C10 and the CRE-E10 Self-Adjusting OTC Hearing Aids, designed with the understanding that one size does not fit all and that people deserve options that best fit their unique needs, situations and lives. Through the app, the CRE-C10 and CRE-E10 intuitively adapt to each user’s speech and environment, combining the latest technology with comfort to meet everyone’s hearing goals.1

“Many people have lifelong issues related to hearing loss, and because of the negative feeling surrounding it, they often don’t seek the help they might need,” says Tyler Ishida, Chairman of Consumer Business Group, Sony Electronics. “As a leader in audio innovation, we’re excited about the opportunity to improve the hearing aid landscape with state-of-the-art yet fairly accessible devices that will ensure new over-the-counter solutions for people living with hearing loss and will also help consumers interact with their environment in a deeper and more connected way.

Created for everyday use, Sony’s aim with these new devices is to break down the current barriers faced by people with signs of mild to moderate hearing loss and provide a simple, app-enabled, do-it-yourself solution. itself, which can provide a better hearing experience.1 While each device has an easy-to-navigate app interface with customizable options for the user’s specific hearing needs and preferences, the two models coming to market will offer more choice when it comes to appearance and capabilities of high-end hearing aids.1

“As a company dedicated to advancing the cause of Wonderful sound for allwe welcome the introduction of these self-adjusting hearing options, knowing that more than 65% of the total US consumer market– who needs better hearing care hasn’t reached it yet”, 4 said Carsten Buhl, President, WSA Americas. “We expect these over-the-counter hearing aids to help people start the journey to better hearing health.

Extremely easy to use:

Each device can be used soon after purchase by following an easy setup with the Sony | Hearing control app.1 Users are guided through a step-by-step process, answering a few brief questions to quickly set up and start using either device in minutes. The easy-to-use app allows each device to communicate with the user’s smartphone, allowing them to quickly customize settings, including volume control, and more to ensure the user hears exactly what they hear. he hears, in several environments.

The application also allows the wearer to “adapt” to each device.1 During the in-app self-adjustment process, each Sony device automatically adjusts to the most appropriate preset hearing profile, based on thousands of actual, real-world audiogram results. Whether the user is in a busy room or a peaceful natural setting, both models easily adapt to deliver an authentic, connected sound experience that puts the user first.

“At Sony, we strive to create an inclusive world where everyone can participate, and we see this new product line as an opportunity to increase accessibility for many,” commented Mike Nejat, Vice President of Engineering at Sony Electronics and Director of Sony’s US Accessibility Office. “Thanks to our unique technological heritage, we can contribute to bridging the gap between people and their environment.”

Two initial device choices:

As one of the smallest OTC hearing aids on the market, the CRE-C10 has a sleek, low-profile design that delivers great sound quality, yet is virtually invisible when worn and has a long battery life of up to 70 hours of continuous use.2

The second product making its debut is the CRE-E10, which has an earphone-like design combining excellent sound quality and comfort, providing the user with both confidence and convenience. Additionally, the CRE-E10 has a rechargeable battery for wireless charging that provides up to 26 hours of continuous use and is also Bluetooth enabled allowing the user to easily connect to audio streaming or music (iOS only). 2, 3

Whichever device the user chooses, both models offer exceptional noise reduction and directionality, reducing noise from the back and sides as the user’s changing environment changes. In addition, each device adjusts the sound according to the environment to improve the overall listening experience.

As Sony strives to fill the world with emotion through the power of creativity and technology, these new hearing aids are expected to make conversation more accessible while delivering a premium over-the-counter hearing experience at a price more affordable than the current price.

prescription devices.

The CRE-C10 self-adjusting OTC hearing aid has a suggested retail price of $999.99 and will be available for sale this month on https://electronics.sony.com/more/otc-hearing-aid/all-otc-hearing-aid/p/crec10 and through a range of third-party retailers including Amazon, Best Buy and select hearing care professionals.

The self-adjusting CRE-E10 OTC hearing aid will be available for purchase this winter at the suggested price of $1,299.99. For more information on the CRE-E10, please visit https://electronics.sony.com/more/otc-hearing-aid/all-otc-hearing-aid/p/cree10.

About Sony Electronics Inc.

Sony Electronics is a subsidiary of Sony Corporation of America and a subsidiary of Sony Group Corporation, one of the world’s most comprehensive entertainment companies, with a portfolio that spans electronics, music, film, mobile, games, robotics and financial services. Based at San Diego, California, Sony Electronics is a leader in electronics for the consumer and professional markets. Activities include research and development, engineering, sales, marketing, distribution and customer service. Sony Electronics creates products that innovate and inspire generations, such as award-winning Alpha interchangeable lens cameras and groundbreaking Hi-Res Audio products. Sony is also a leading manufacturer of end-to-end solutions for 4K professional broadcast and A/V equipment to industry leaders 4K and 8K Ultra HD TVs. Visit http://www.sony.com/news. for more information.

1sony | Hearing Control App – Use smartphone app to customize settings. Download the app from Google Play and the App Store at launch. Network services, content, operating system and software are subject to terms and conditions and may be changed, discontinued or discontinued at any time and may require registration.

2Actual performance will vary based on settings, environmental conditions and usage.

3.Interoperability and compatibility between Bluetooth® devices varies.

4 Quick stats on hearing. (2021, March 25). www.nidcd.nih.gov. Recovered October 11, 2022of https://www.nidcd.nih.gov/health/statistics/quick-statistics-hearing

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SOURCESony Electronics, Inc.


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