Jabra sets sights on Harvey Norman

Audio accessories maker Jabra has set it sights on pushing its range of consumer-targeted Bluetooth headsets through mass retailer Harvey Norman.

Jabra products are sold through retail telco stores like Fone Zone, Telstra Shop and Optus Shop.

However Jabra’s regional director APAC, Connie Chiu said a range of products, launched at CeBIT this year, was targeted at the consumer market and would suit Harvey Norman.

“Our latest products are designed for the female and youngster market. We hope we can have a specific corner in Harvey Norman retail stores and get them to sell our products by the end of this year,” said Chiu.

The company’s accessories are no longer seen as products to be used exclusively for the telecommunications market, she said.

“Smart phones, home phones, PDAs and laptops are devices that need accessories. With the products breaking away from IT market and merging with digital home, now is the time for us to get our products sold through consumer retail.”

Jabra has also gone into to the audio music market by teaming up with high-end audio supplier Klipsch Audio Technologies.

“We want to get into the music industry and we will team up US-based Klipsch to release a range of speakers and headsets. For the MP3 users we have released a headset product to connect mobile phone calls,” said Chiu.

IDC's Jerson Yau associate analyst, wireless & mobility wireless, said Jabra’s decision to launch consumer friendly products follows in the footsteps of Logitech.

“I think accessory makers like Jabra and Logitech need to go into the consumer market to survive. Going into the digital home will be worth while for Jabra because consumers are starting to use Bluetooth headsets to listen to music. These products have great designs and are easy of use,” said Yau.

He also said the targeting of consumers with these types of products has been done before, Jabra's Klipsch deal would differentiate its products from the rest.

“Bringing out products with Klipsch is a very good idea because the company helped to define high fidelity in audio products - its products are definitely value for money. If Jabra can get these products and it Bluetooth headsets into Harvey Norman it could prove to be very lucrative for the mobile accessories vendor,” said Yau.

Jabra would launch a range of Bluetooth headsets and adaptors for standard music players into the Australian market by the second quarter of this year.