The significance of the Asia-Pacific region for Sennheiser, a global leader in audio solutions, cannot be overstated. With an ever-evolving business landscape and a diverse array of customer demands, the brand’s journey in the Asia-Pacific region has been one of strategic growth and innovation. So, to dive deep into the workings of Sennheiser in India and the Asia-Pacific region as a whole, we sat down with Mr. Petteri Murto, Vice President of Sales & Marketing APAC at Sennheiser and spoke about the country’s growth potential and its importance in the product development landscape and more.
Asia-Pacific, recognised as a growth driver for businesses worldwide, particularly captivates Sennheiser due to the dynamic markets it encompasses. One of the pivotal steps demonstrating their commitment to this region was establishing the business unit for business communications in 2021, indicating an escalated focus and investments to cater specifically to this market. The development strategy adopted by Sennheiser is deeply rooted in customer insights. Petteri said, “Of course, always the opportunities that are out there and listen to our customers, listen to the feedback that we get from them and make decisions based on what’s the what’s the demand? What does the customer need in order to get the best possible audio experience?” assuring that the voice of the consumer is something that Sennheiser always keeps in mind when developing products.
Understanding the diverse needs of this densely populated region spanning from Australia to India is crucial. By engaging with end-users and stakeholders and closely listening to customer feedback, Sennheiser navigates the intricate web of demands to deliver optimal audio experiences tailored to specific markets. “We have everything start and end with customer for us. We talk to people. We interview people. We are out there. We go to end users. We talk to two different stakeholders, everyone in the industry and try to find their point of use to deliver the best possible solutions for them as well,” Petteri added.
The paradigm shift to hybrid work environments posed not only challenges but significant opportunities for Sennheiser. Acknowledging the rising importance of audio in facilitating seamless communication, especially in hybrid work and learning setups, the company saw this as a chance to emphasise its expertise in delivering superior audio solutions. Within the Sennheiser ecosystem, three primary verticals—business communications, professional audio, and consumer products—interact cohesively. Each segment draws from the brand’s 78-year history in audio innovation to craft solutions that meet the distinct demands of various settings, be it corporate boardrooms, professional studios, or home office setups.
“Hybrid work and hybrid learning and the hybrid environment have definitely helped us because people have really started to understand the importance of audio because, without audio, a meeting cannot continue. I see it as a big opportunity for us to deliver good. Especially when we are known for our really good audio solutions, so that is something that we are thrilled to bring to the customers and end users,” Petteri said, highlighting the importance of hybrid workflows in people’s lives.
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The challenge lies in ensuring convergence among these verticals, amalgamating insights, technology, and strategies across sectors. Sennheiser’s deliberate focus on each business unit aids in maintaining clarity in their offerings while leveraging their core competency—delivering unparalleled audio experiences. In a swiftly evolving landscape, the pivotal moments shaping the audio space revolve around the surge of hybrid work. This transformation significantly altered communication paradigms, highlighting the indispensable role of audio solutions across various industries. Petteri had some really interesting insights from the perspective of Sennheiser on this subject, highlighting how they have used their expertise in audio to deliver quality solutions to people. He said, “We made the conscious decision to focus on three different business segments or business units. Every unit has the opportunity to have all the knowledge and all the history that we have for the 78 years to develop audio because that’s what we are we are known for, and this strategy is definitely something that helps us we also within the business units.”
“We have also narrowed down our focus and we really want to be the preferred audio solution provider in corporate meetings and also in higher education and not to forget, of course, especially in a country like India the governmental environment as well,” he added, showcasing that the brand has made a push to be present and known for its audio solutions in every space possible.
To understand the constantly evolving world of audio technology, I also asked Mr Petteri to share some insights on the key moments that have defined the audio industry in the last few years. He said, “It’s the hybrid work yeah it’s definitely that has changed the industry I would say. And for all of us, the way we communicate and the way we used to interact with each other in the past people have developed significantly, especially in how to utilise different communication devices online for virtual meetings and hybrid educational solutions. so that’s definitely been a game-changer in the audio industry and of course, for us it’s it’s also a brilliant brilliant opportunity to bring our audio solutions to every single person out there.”
Adapting to diverse scenarios, from classrooms requiring audio isolation to boardrooms necessitating premium conferencing solutions, poses developmental challenges. However, by envisioning themselves in the shoes of end-users, Sennheiser engineers products that seamlessly integrate into different settings while ensuring uniform audio experiences. Commenting on this, he added, “We focus on the certain verticals that we have decided but also when we develop the products we look very closely into the customer journeys. We want to be in the shoes of the professor as an example. Everybody should experience the same collective audio. Everybody should feel that they are present in that session. So that’s something that we want to achieve.” He added, “So the technology which is developed or a product is always kept in mind the entire you know the categories which we want to cater to be it a government, be it a corporate or be it an educational segment.”
In a competitive landscape like the Asia-Pacific region, Sennheiser differentiates itself through a blend of legacy and innovation. Their 78-year heritage in audio excellence acts as a bedrock, enabling the brand to continue delivering cutting-edge solutions that meet contemporary demands.
The TeamConnect family stands as a testament to Sennheiser’s commitment to innovation. Products like the TCC2, TCCM, and TC Bars cater to varying room sizes and functionalities, incorporating touchless audio solutions, unique beamforming technology, and adaptive features that align with the changing dynamics of modern workspaces. Petteri was excited to talk about the TeamConnect family of products, and said, “TCC2 is the tailor-made solution for big boardrooms. There, a touchless audio solution is installed in the ceiling which has a unique beamforming technology. So as an example chairman of the meeting can walk around the room freely. The beamforming technology is a unique solution, and we have a lot of experience with the beamforming technology. So it’s quite a unique experience and also has a lot of potential because everything is software-driven by our own control cockpit, so you can adjust settings and you can make exclusion zones. You can basically utilise the solution and adjust it according to your needs, so that is something unique.”
This portfolio caters to the evolving office concepts, where smaller meeting rooms gain prominence and cross-border collaborations become routine. Sennheiser’s responsiveness to customer needs results in a comprehensive range of solutions, addressing the diverse requirements of the hybrid work environment prevalent across the Asia-Pacific region. As Sennheiser navigates the intricacies of the Asia-Pacific market, its emphasis remains steadfast on customer-centric innovation, strategic focus on distinct business verticals, and leveraging its audio expertise to continue crafting solutions that redefine the future of audio experiences in the region.
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Satvik Pandey
Satvik Pandey, is a self-professed Steve Jobs (not Apple) fanboy, a science & tech writer, and a sports addict. At Digit, he works as a Deputy Features Editor, and manages the daily functioning of the magazine. He also reviews audio-products (speakers, headphones, soundbars, etc.), smartwatches, projectors, and everything else that he can get his hands on. A media and communications graduate, Satvik is also an avid shutterbug, and when he's not working or gaming, he can be found fiddling with any camera he can get his hands on and helping produce videos – which means he spends an awful amount of time in our studio. His game of choice is Counter-Strike, and he's still attempting to turn pro. He can talk your ear off about the game, and we'd strongly advise you to steer clear of the topic unless you too are a CS junkie. View Full Profile
