Devialet launches luxury Phantom Pulse Blue speaker, hopes its tech and experience will woo Indians

Devialet has launched its luxury Phantom Pulse Blue speaker in India. This is a pricey and high-end audio product. In a conversation with India Today Tech, Henri Herve, company's APAC head, explains how the company plans to woo Indian consumers.

In Short

• Devialet Phantom Pulse Blue costs Rs 2.4 lakh in India
• It promises to deliver high-fidelity sound
• The speaker uses sound technologies that are unique to Devialet

French audio company Devialet has launched a new variant of its Phantom Ultimate 98 dB speaker. But that is not the bigger news. A more significant story here is the way the company is hoping to woo consumers in a price sensitive market where sound products are rarely linked to word luxury.

The new speaker from the French company is a variant of the Phantom Ultimate 98 dB. It now comes in Pulse Blue finish, bringing a fresh look to its high-end Phantom range. In India, the Devialet Phantom Ultimate 98 dB in Pulse Blue is priced at Rs 2.4 lakh and is available for pre-order through authorised retailers. The new edition also comes with a matching tree stand, although that costs a further Rs 37,999.

These are high-prices for an audio product in a country that even Devialet APAC chief Henri Herve terms “one of the most price-sensitive markets, especially in Asia.” So, how does Devialet hope to make a mark here? In an exclusive conversation with India Today Tech, Herve lays out some ideas that sound like a plan. As it pushes its products to well-heeled Indians with a finely-tuned ear, the company is hoping that its technology advantage will help it attract attention.

The tech behind Devialet’s products

In a conversation with India Today Tech, Herve, who serves at Devialet as a partner manager for Asia & technical solutions ambassador explains the technology behind the Phantom range.

According to Herve, the Phantom range is built around three major technologies. “We have three major technologies with Phantom. One is our amplification technology called ADH,” says Herve.

ADH, or Analog Digital Hybrid amplification, is one of the first and key technologies patented by Devialet. “This is the beginning of Devialet because this is the first technology that was patented at the company. It's basically about taking analogue and digital amplification and making them work together,” he says.

The second technology is SAM, or Speaker Active Matching, which Devialet describes as a signal-processing technology. This technology adapts the signal sent to each sound driver based on its physical characteristics, allowing the drivers to use their full capacity and deliver more precise and detailed sound. Herve explains that it helps listeners better hear the tempo and place individual instruments in the music.

The third key technology in Devialet products is HBI, or Heart Bass Implosion, which is part of the speaker’s acoustic architecture. The two woofers are placed symmetrically so they cancel each other’s vibrations, allowing the Phantom to deliver powerful deep bass without the speaker itself vibrating.

Trying to woo discernible listeners in India

But Devialet believes its technology is only one part of what makes the Phantom different. “We separate ourselves through a very unique signature sound,” says Herve. “Our technologies, paired with each other, create what I would call the Devialet signature sound, which is a sound that is extremely precise.”

It's not just about the internal hardware. Herve explains the distinctive shape — closer to the sphere – of the Phantom is linked to its acoustic engineering. According to the company the speaker uses a spherical form and symmetrical woofer arrangement, which is designed to control vibrations and deliver powerful sound from a relatively compact body. “I think that's what's very special about Devialet all of that power and compactness comes into a very unique design,” says Herve.

Yet, the steep price could be a barrier. And Herve acknowledges that. To overcome it, though, the company believes that it needs to reach out to consumers and let them experience its sound.

Herve says the company is focusing on ensuring that its prospective consumers experience its speakers in a way that they see the value in what sounds and music can one feel when they are delivered right. “The value is about emotions. And I think emotions are better transmitted through music, and since we are creating audio products that transmit and create unique music experiences, I think that's the way to go,” he says.

“We're trying to bring people into feeling emotion and creating incredible emotion through incredible sound experiences with our products,” he adds. “I think that's how you convince Indian customers to go with Phantom and with Devialet.”

The company wants to offer this experience through exclusive spaces in stores and markets where its products can be tried. The vision is there and Herve believes that if Devialet can execute its plans well, there is a chance that India could be one of the most important markets for the company in the APAC region. “I think for Devialet, if we look at the next five years, I do believe India is going to be one of the major countries for Devialet in APAC,” he says.

- Ends