Jabra Discontinues Elite Series Wireless Headphones
TapTechNews, Jun 12th. The wireless headphone brand Jabra announced the discontinuation of its popular Elite series true wireless headphones. This decision was made by Jabra's parent company, GNAudio, for strategic transformation, aiming to focus resources on more profitable areas.
GNAudio's CEO Peter Karlstromer acknowledged in the press release that the Jabra Elite series has achieved tremendous success in competing with top brands and leading true wireless headphone innovation. However, Karlstromer also pointed out that the constantly changing market dynamics and the difficulty in obtaining a satisfactory return on investment are the main reasons for discontinuing the Elite and Talk series product lines.
The company believes that other business units have greater potential for return on investment. After evaluation, we believe that compared to products in the hearing aid, enterprise level and gaming fields, the Elite series currently cannot bring us a satisfactory return on investment, Karlstromer said.
GN plans to gradually reduce the inventory of related products by the end of 2024 and promises to continue providing customer service and support to users for several years. Although the discontinuation of the Elite series is a pity, Jabra will still continue to focus on the Evolve series audio products for enterprises.
To pay tribute to this series of products, Jabra did not quietly exit the market, but launched the second-generation products of the highly praised Elite 8 Active and Elite 10 high-end headphones, named Elite 8 Active Gen2 and Elite 10 Gen2 respectively. The company claims that these two products are the best headphones it has ever had, with upgrades in sound quality and noise reduction functions.
TapTechNews noted that the most notable feature of these two headphones is their innovative charging case. This charging case can be connected to external devices through the AUX port or USB port, and directly transmit audio to the headphones, which can be easily connected to devices such as airplane entertainment systems that lack wireless functions without Bluetooth pairing.
In recent years, the wireless headphone market has become increasingly competitive, with the emergence of many cost-effective budget brands. At the same time, industry giants such as Apple and Sony have cultivated a loyal customer base and consolidated their leading positions in the high-end headphone market, making it difficult for brands like Jabra to occupy profitable market segments in the fierce competition.