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Sony Builds Over-The-Counter Hearing Aids

Sony is planning to launch the first over-the counter hearing aids in partnership with WS Audiology for the U.S. market.

CRE-C10 and CRE-E10 are the first two products to debut from the partnership. Both these devices, with unique features, aim to offer a better sound experience for people with mild to moderate hearing loss.

“Many people have ongoing challenges related to hearing loss and because of the negative feeling around it, they often don’t seek the help they may need,” says Tyler Ishida, President of Consumer Business Group, Sony Electronics.

“As a leader in the audio innovation space, we are thrilled at the opportunity to improve the hearing assistance landscape with cutting-edge yet quite accessible devices that will ensure new over-the-counter solutions for those living with hearing impairment and also help general consumers engage with their surroundings in a deeper, more connected way.”

CRE-E10 harnesses Sony’s technology to offer exceptional sound quality, rechargeable battery for wireless charging, up to 26 hours of continuous use, and Bluetooth connectivity for iOS users.

With a near-invisible and sleek look, the CRE-C10 aid is personalized to one’s hearing based on app assessment. The FDA-cleared device comes with prescription-grade sound quality. It adjusts t­o one’s environment automatically and offers effective noise reduction. But the best part about it is its battery life which lasts for up to 70 hours of continuous use with size 10 Air batteries.

Both devices offer a connected sound experience. Each device can be used soon after purchase by following easy set-up with the Sony Hearing Control App. Users are guided through a step-by-step process, answering a few brief questions to quickly set up and start using either device in a matter of minutes.

The user-friendly app allows each device to communicate with the user’s smartphone. This lets them quickly personalize settings including volume control, ensures that the wearer hears exactly what they intend, in multiple environments.

The app also allows the wearer to “self-fit” each device. During the in-app self-fitting process, each Sony device self-adjusts to the most appropriate of pre-defined hearing profiles.

The CRE-C10 self-fitting OTC hearing aid has a suggested retail price of US$999.99. The CRE-E10 self-fitting OTC hearing aid will be available for purchase this winter at the suggested price of US$1,299.99.

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