This article originally appeared in the February/March 2017 issue of WiFi HiFi Magazine.
It's no surprise that Bluetooth headphones, particularly earbuds, were in abundance at the 2017 CES. When we spoke with NPD Canada's Director of Consumer Electronics Mark Haar back in April 2016, he noted that wireless headphones represented close to half of the total growth of the headphones category in 2015.
And the numbers have continued to rise. Haar says that, for 2016, unit growth in headphones was 3% and dollar growth 13%. In-ear Bluetooth headphones, in particular, grew 142% in units and 93% in dollars, though the average selling price declined by 20% to about $102. Bluetooth headphones sales specifically contributed to almost all (95%) of the unit and dollar growth in 2016, and drove growth in average selling prices. In fact, Bluetooth was incremental to the total headphones category, says Haar, which actually saw a slight decline overall from 2015 to 2016. Meanwhile, Slice Intelligence reports that three-quarters of all headphones sold online in December 2016 were wireless, up from half in 2015.
Apple Incoming
When Apple announced the iPhone 7 and 7 Plus without a 3.5mm headphone jack, and introduced its AirPods earbuds to complement them, it was expected that third-party brands would emerge fast and furious with their own wireless earbuds. Apple is, after all, the number-two smartphone provider worldwide, having shipped 45.5 million iPhones in the third quarter of 2016, according to IDC's Worldwide Quarterly Mobile Phone Tracker; and the number-one brand in Canada, as indicated by IDC's Canadian Quarterly Mobile Device Tracker, with 44.2% share in Q3 2016 north of the border.
Whether Apple was the driving force or not, wireless earbuds are becoming one of the hottest categories in portable audio. And the AirPods, which became available just before Christmas, are already capturing much of the market.
Slice Intelligence reports that Apple overtook market leaders Beats (which, it should be noted, is owned by Apple) and Bose in online revenue in the wireless headphones space following the launch of the AirPods, capturing a reported 26% share compared to Beats' 15.4% (down from 24.1% prior to the AirPods launch) and Bose's 16.1% (up from 10.5%). There's no telling, of course, if AirPods sales will continue as strongly, or taper off this year.
Fighting For Ear Space
While the wide selection of wireless earbuds at CES 2017 was expected, the list of participating brands was not. Alongside traditional players like Jabra and JBL, and crowd-funded start-ups, were established companies in other areas that are now looking seriously at Bluetooth earbuds. Brands like Braven, known for rugged Bluetooth speakers, and Dog & Bone, known mainly for its line of smartphone power cases, both revealed wireless earbuds, hoping their success in those related categories would translate to this growing market. Meanwhile, brands like Monster are taking Apple head-on with its own interpretation of completely wire-free buds, while leaders in the affordable wired earbuds market, like Wicked Audio, are finally entering the wireless space with equally price-conscious options that cut the cord.
Up until now, wireless earbuds have largely been focused on the sports crowd, with designs that include bands that fit behind the neck, like LG's Tone line and the Plantronics BackBeat Fit. And while that trend continues (Haar reports that Bluetooth headphones with water- and sweat-resistant designs grew by 91% in units and accounted for 4% of all headphone sales in 2016) the latest models are taking on new and exciting forms, and incorporating some really interesting features to combat some of the biggest issues of past iterations. These include offering a more secure fit, the ability to avoid total isolation from ambient noise, comfortable wear for long periods of time, and ways to extend battery life.
But the biggest hurdle to overcome for this industry is battling the beast that is Apple. How do you convince staunch Apple supporters to switch to a third-party brand instead of dropping $200 for a pair of Apple-branded AirPods?
Reviews of the AirPods have been mixed, but generally positive thus far, with the most commonly heard negative comments relating to them not fitting comfortably or securely in some wearer's ears, and the corresponding worry about losing them. A third-party developer created a Finder app for the earbuds that worked similarly to the Trackr, Tile, and other such Bluetooth tracking gadgets, but Apple oddly removed it from the App Store, which means this concern remains for the foreseeable future. Some pundits have also opined that audio quality is not on par with other wireless earbuds in the same price range. In the end, opting for the AirPods will depend on personal preference and what features are most important to the user.
And the AirPods do offer some truly enticing features for iOS device users, in particular. They turn on instantly as soon as you remove them from the charging case and will pair with your Apple device, be it an iPhone, iPod, Mac, or Apple Watch, automatically. Put them in your ears and audio will begin to play; take them out, and it will pause. Siri integration allows you to double tap to activate, then change songs, adjust volume, make a call, get directions, or ask whatever your heart desires. If you place just one bud in your ear to have a private phone conversation, it will detect this and route the audio and mic accordingly, while beamforming mics filter out background noise to improve the quality of the conversation. Battery life is five hours, which is decent, but might not be sufficient for all users. That said, the case also doubles as a charger, providing up to 24 hours of additional listening time. Pop them into the case for about 15 minutes to get another about three hours of listening time. And, let's not forget that, as is the case with most Apple gear, they simply look slick.
With that said, for customers who are open to considering other wireless options, here's a selection of some of the most enticing wireless earbuds that were on display at CES 2017.
Monster AirLink Elements Earbuds
While Monster (ReSource Group Canada) revealed a number of wireless headphones at CES 2017, including new earbuds in the iSport line and the Clarity ANC + BT, the company's first noise-cancelling headphones, the real attention-grabber was AirLink. The technology includes a proprietary Y-shaped inner antenna that provides a reliable signal, helping to reduce dropouts. AirLink is found in both the new iSport headphones and the stylish completely wire-free Elements model, which is clearly going head-to-head with the AirPods. Housed in a velvet case like jewelry, the design is inspired by diamonds. They will run for 21 hours via charging from the case, in 2.5 hour segments - enough to watch a feature-length film. MSRP is US$299.95 and they're slated for U.S. availability in April.
House of Marley Smile BT Jamaica
House of Marley's (HoMedics Canada) Smile Jamaica BT in-ears (US$60, black, copper, denim, or brass) are made from FSC-certified wood and recyclable aluminum, plus REGRIND silicone. They offer up to eight hours of playtime, and come with a comfortable neckband, onboard mic, and three-button wireless controls. The tangle-free braided cables tuck neatly into the silicone neckband for cord management and storage. Adding to the signature House of Marley look are genuine sapele, maple, beech, and walnut wood accents and anodized aluminum trims.
Wicked Audio Bandido
Wicked Audio (Curve Distribution) is known for its affordable wired earbuds that come in every type, flavour, colour, and price point. So it might be surprising that the company hasn't jumped into the wireless space until now. A notable feature in the Bandido ($60) is a new neck lock system with magnets that connect the two sides at the back of your neck, while mic and track controls remain at your front. The top-line Wicked One ($100), meanwhile, offers a wider frequency range through dual 6mm drivers, eight-hour battery life, and the ability to pop the buds off and connect them to a 3.5mm wired cable should the battery run out, or you simply wish to go wired. For a customer looking for a wireless solution that won't break the bank, these may just be the way to go.
LG Tone Studio Wearable Personal Speaker
LG has an interesting differentiator in the wireless earbuds space with the Tone Studio Wearable Personal Speaker (HBS-W120), which is sort of a hybrid speaker/headphones. Drape it around your neck, and enjoy an immersive, personal listening experience through the two full-range speakers positioned just below the ears, and two vibrating speakers at the tops of the neckband, by the collarbone. LG worked with DTS experts for the sound tuning, and audio is further enhanced through a Hi-Fi DAC. While the volume is ideal for the wearer, those around them won't hear it as loudly. And the wearer is still fully aware of his surroundings. It's a great option while you're cycling, for example, or going for a run, but don't want to be completely cut off from the world around you. To switch to a fully personal listening experience, pop the earbuds out from housings on either side and plug them into your ears. In addition to music listening, it can also be used to take calls. And the Dual Play function connects to two separate sound systems so multiple listeners can enjoy audio from the same source. Pricing and availability is TBA, but we can expect to see them in the U.S. some time in Q1.
Braven Flye Sport Earbuds
Braven (Erikson Consumer) is well-known for its rugged, portable Bluetooth speakers that often do double and triple duty as device chargers, speakerphones, and more. At CES 2017, the company showcased its first foray into the Bluetooth in-ear headphones space, with four models in the Flye Sport line that target active individuals. The most enticing features are the attachable battery packs that can significantly extend the operational time of each model, similarly to how the AirPods case also doubles as a charger; the reflective cables in a couple of the models; and the waterproof designs.
The line starts with the IPX5 waterproof-rated Flye Sport (US$50, Q1), which offer an impressive up to seven hours of continuous playtime through a discreet battery pack. The Flye Sport Reflect (US$100, Q2) adds a reflective lining for added visual safety, particularly for those who like to go for a run or ride in the evenings or early morning hours when it's dark. They come with a 900mAh battery bank that can extend playtime to 25 hours from five.
Adding Bluetooth Smart capabilities is the Flye Sport Power (US$150, Q2) and the Flye Sport Glo (US$250) which are IPX7-rated, and offer 10 and four hours of playtime, respectively. The Sport Power works with a sport charging neck cradle to extend that to 20+ hours, and the Glo with a 1,400mAh charging case for the same additional power. Both also feature hi-glow laser lights to enhance visibility in the dark, can be controlled remotely from the app, and include Braven's Audio Ambient Awareness sound integration technology for hearing surrounding noise without disrupting music. The Glo adds Braven's proprietary TrueWireless sound for a customizable audio experience with the option of manual control through on-ear controls or remotely through the Braven Sport Active app.
Dog & Bone Earmade Bluetooth Earbuds
One of the more unique interpretations of wireless earbuds we saw at the show came in the form of the Dog & Bone (Hitfar Concepts) prototype and patent-pending Earmade Bluetooth earbuds. Like many others, the Australian company is making its first foray into the Bluetooth headphones space, but with a clever twist. Place the buds in their heating dock for two minutes, and they will come out lukewarm. Push them into your ears, and the materials will mould and adjust until they fit perfectly into your ear canal, then expand for a secure fit. This offers both a comfortable and customized fit, as well as effective noise isolation. They run for up to six hours play time, are water- and sweat-resistant, and will come with two sets of inserts, the heating dock, and a carrying case for about US$160. Availability is expected for some time in the second quarter of this year.
Puregear PureBoom
Another new pair of earbuds aimed at the sports/active crowd, the PureBooms (Cesium) are IPX4 sweat- and water-resistant, and come with three-button controls on the cord and a built-in mic for taking phone calls from a connected smartphone. They offer remote sync with Siri and Google Now, and can pair with two devices at once. With magnetic on/off functions, they can run for up to an impressive eight hours, and recharge in just two. US$90
Aftershokz Trekz Titanium
Aftershokz (Xcel Source) has been in the wireless headphones game for some time, but it's one thing to read about their concept and a complete other thing to try it out. Aftershokz headphones use bone conduction technology so that the earbuds never actually have to be placed inside your ears. Instead, mini vibrations travel through the cheekbones, while the buds rest on your temple bone. You still hear the music as if the buds are plugged into your ears, but have a level of situational awareness - the world around you isn't completely tuned out. Trying it out at the show, the experience is a bit odd, but surprisingly pleasant, and the ‘phones comfortable, though I only wore them for a few minutes. The new Trekz Titanium is fully wireless, wrapping around the back of your neck, and geared toward sports enthusiasts. $170. (A corded version is $69.95 and one without a mic is $64.95).
Mipow VoxTube 800 BT
Similar to many other companies on this list, Mipow (Cesium) is known in other product categories, but is now moving full force into Bluetooth earbuds. Having established itself as a viable brand in the portable power and smart lightbulb space, Mipow is hoping its VoxTube 800 BT earbud headphones (a 600 model is also available) will help give it a piece of the rapidly-growing wireless earbuds market pie. Features include in-line controls, Bluetooth 4.1, multi-connect capabilities, and sweat-proof design. It's available stateside for about US$50, but unfortunately, it looks like these won't be coming to Canada.
Alpha Audiotronics, Inc. Skybuds
Just as Monster is hoping to solve the issue of audio dropouts with its AirLink technology, this NY-based company says it achieves the same through the use of NFMI (Near-Field Magnetic Induction) technology, which Alpha's CEO and co-founder Jamie Roberts says provides the "strongest and most reliable connection" on the market. The headphones, which are also gorgeously designed in partnership with ECCO Design (they've worked with companies like Herman Miller and LG) offer a four-hour battery life that can be extended to 24 hours using the included charging Skydock. Download the Skybuds app (Android, iOS) to view battery life and setup information, charging and pair status, and to be able to locate lost buds or dock - a very useful feature for owners of any wire-free buds. Pricing is US$250.
JBL E25BT
As a leader in the headphones and audio categories, it's no surprise that JBL (Erikson Consumer) had a new model to showcase at CES. Focusing on the stellar audio quality for which it's known, what also sets these buds apart is the impressive eight-hour battery life and neck clip that keeps them in place. Able to also be used to take calls, it includes a three-button remote and mic, and comes with multiple-sized eartips. With a few colour options, they are set for availability in April for $90.