Copenhagen - November 11th 2008

The BeoSound 5 Launch is today at the Copenhagen Opera, and here will follow the 'BeoWorld Report' of the days events along with as many images as we can muster!

For now, i present the official press release images along with some technical specs and profiles of the design and engineering team. Hopefully later i will get to chat with some of the designers and technical people at the launch to ask more questions.  Of course i shall post answers as soon as i have them.

For now - enjoy the images, and welcome to the BeoSound 5.

Lee

PROFILE OF OLIVER WALLINGTON - PROTOTYPE AND CONCEPT DEVELOPER

Struer, November 2008

Concept Developer Oliver Wallington has a B.Sc. in Industrial Design from Brunel University in the UK, and specializes in technology product concept and usability. He uses design, media and hardware prototyping skills to assist development of innovative and intuitive user focused products, taking concepts to working prototype level. This includes the renewal of existing products, the further development of ideas from external designers and creating new projects, identifying potentially interesting areas by looking at a mix of user needs, trends and technology and market and company considerations.

Prior to Bang & Olufsen, Oliver Wallington had 10 years’ working experience as a Design/Concept contractor. His main client in this time was LEGO, where he was involved inproducts such as Bionicle, Mindstorms, Cyber Master and Music Builder as well as web games and graphics for the LEGO website (Alphateam games, educationgraphics etc). Other clients include GN Netcom (headset design and UI), Danfoss(Controller UI simulations and presentations), Linde Werdlin (UI development of exclusive watch), and the Danish School of Education (development/code/graphics for game for physically disabled). Oliver also still occasionally teaches both concept process and communication/prototyping methods in Danish Universities.

He was one of the early members of the IdeaLab department at Bang & Olufsen, whose role it was to explore and develop concepts from a digital perspective. IdeaLab was set up as a supplement to the existing Idealand development department, with which it has since merged to become the IdeaFactory.

Process involvement

“While in the former IdeaLabdepartment, I was interested in exploring connections between graphics and mechanics. IdeaLab and Bang & Olufsens’s prototyping department got together, and we agreed to make some hardware to help this exploration. Prototyping came back with a wheel interface that we could attach to the back of a tablet PC. I (and my Dutch intern Willem Horst, who was studying Design/Interaction at the Mads Clausen Institute, University of Southern Denmark and at Tue in Eindhoven) then experimented with linked graphics onscreen. Using this hardware, we played with many different kinds of interactions, graphic layouts and functions. We took these to a level such thatthe prototype could actually be used by others. We also made other working physical models using card, LEGO and computer parts, and optimised our software for these.

I considered that there could be a product from this, and for a number of reasons decided to focus on developing a home audio product (clear headline and known category, interface and position etc). Also, I saw that we were working on the MOTS algorithm, and considered we could incorporate this into our prototype.

I created a presentation, support material and arguments, and presented to management. The concept was accepted, and it was agreed that it could be a BeoSound product. I continued on the project for some time after this, working with external designer Anders Hermansen and the user interface department, but ultimately the project was handed over for more detailed development. I did, however, remain as an occasional consultant during further development, working out particular UI and graphic considerations.

In short then, I was responsible for the graphics/mechanics connection concept, the overall product concept of it being a BeoSound with MOTS, and securing concept confirmation.

Generally speaking, Bang &Olufsen is one of the most exciting places to work at the moment from a concept viewpoint. The whole AV category is undergoing a major shift due to digital technology, and this has a knock on effect of changing user behaviour and expectations. There are no rules now to how a TV and stereo should work; we can create these ourselves.

The fact that Bang & Olufsen is known for design means we can start blending in ideas from the electronic art area, particularly interactive elements to be used for User Interface. The digital world in general will allow our customers to have new conversations and relationships with our products. We would be very limited in this area if it was not for the shops that can provide a gallery and the knowledgeable staff to guide potential users.

Consequently,the company’s quality and design position, combined with its amazing distribution chain, have provided Bang & Olufsen with a great opportunity.Bang & Olufsen's general attitude in not compromising an idea for cost is another great benefit, I have had my heart broken working with other companies when a good idea becomes an average one for the sake of money.” 

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PROFILE OF FINN M. ANDERSEN - GROUP SENIOR PRODUCT DEVELOPMENT MANAGER - AVI/B2B

Struer, November 2008

Finn M. Andersen joined Bang & Olufsen in 1995 as a software designer and coordinator. He was appointed Technology and Team Leader in the Multimedia unit in 2002, but subsequently left the company for a two year spell as Senior Project Manager at loudspeaker manufacturer Jamo. In 2005, he returned to Bang & Olufsen where he was appointed first Project Manager and then Group Senior Product Development Manager.

Finn M. Andersen specializes in organizational development, strategic planning and communication as well as extreme programming. He works independently within networking and management of relations at all organizational levels, including proactive involvement of relevant stakeholders to make the necessary decisions.

Process involvement

Project management consists ofthe Product Development Manager (PDM) and five Technical Project Managers (TPM) for Software, Hardware, Mechanics, Operation and Procurement.

The BeoSound 5 development project has been both large and complex, and therefore it has been particularly important to have a common vision describing the purpose, goals and success criteria in manner which was short, precise and easy to communicate.

"Due to the size and complexity of the project, there has been much focus on strong commitment, optimal organization of processes, risk management and solid agreements between relevant departments and teams. Again due to the size and importance of the project, clear communication of status and progress was also important. Project management held status and demo sessions for stakeholders at regular intervals, and also had a visual situation room where all stakeholders could go in and get a momentary picture of project progress and current status." 

PROFILE OF CASSIA POLE - PRODUCT MARKETING MANAGER

Struer, November 2008

Born in Montreal, Quebec in 1972, Cassia Pole holds a Bachelor of Mechanical Engineering from Concordia University, Montreal and an MBA from McGill University, Montreal. In 2003, she moved to the US where she worked as a sales manager for Caterpillar Inc. In December 2005, Cassia Pole moved from the US to Denmark before joining Bang & Olufsen in 2007; initially as Business Manager for Core Audio & Acoustics and more recently as Product Marketing Manager for the audio portfolio.

Process involvement

- Managing launch plan, ensuring the right quantities are ready at the right date and are sent to the right locations.

- Internal communication regarding product features and benefits, positioning etc, ensuring that theright messages are included in all communication material.

- Briefing of external partners (ad agencies, web developers, copy writers, video developers etc) about product features and benefits, positioning and so on.

- Commercialisation of the product, e.g. how to best merchandise it. For example, negotiation of a contract with EMI for demo music compilation, rights to use cover art in marketing material, and rights to use music for PR events. 

- Product specification negotiation and approval from concept to termination, ensuring that the voice of the customer is heard in decision making for original product specifications as well as future product improvements, and that the development of the productis done in alignment with market requirements for the product and its features.

- Managed the Beta Test of the product as well as the sales and service solutions supporting it. Ensured that results were gathered and communicated to all levels of management, and that appropriate action was taken on the results of the test.

Through product development, the Product Marketing Manager has overall responsibility for the business case, i.e. pricing, gross margins, sales forecast. 

PROFILE OF ANDERS HERMANSEN - DESIGNER

Struer, November 2008

Having graduated as a furniture designer from the Danish School of Design and as an industrial designer from the School for Arts, Crafts and Industrial Design, Anders Hermansen was only 28 years old when he was awarded a major design prize for his wire furniture in 1988. His working relationship with Bang & Olufsen began in the beginning of the nineties. Since then, he has designed the critically acclaimed Earphones as well as a series of equally elegant and functional EarSets.

BeoSound 5, with its distinctive integration of the high-grade aluminium navigation wheel and the high-resolution digital screen, is Anders Hermansen’s first major audio product design.

Anders Hermansen statements

“Integrating the navigation wheel into the screen, the BeoSound 5 UI gives users the feeling of actually burying their fingers inside a digital experience. You intuitively understand a lot using your hands, so by embedding the navigation wheel in the screen itself, we let users go from a virtual 2D experience to a hands-on 3D experience with no distinction or boundaries between the two.”

"I don't believe in design studios. It is not that I can't sit myself down, and draw nice things, but the products that come out of that process are just too ‘designed’, and there are already too many of these products out there."

"Some people go to the office, and do what they have to do, but I cannot work like that. I need to get in touch with the best in me to design with excellence. To create something unique, something with attitude, I need to put my brain on hold. Things distract me, so I need to get away. It is all about getting as close aspossible to yourself, peeling off some layers and reaching for your dreams."

Biography for DesignerAnders Hermansen

1983          Educated furniture designer from the Danish School of Design

1984–86         Educated as Industrial Designer at the School for Arts, Crafts and Industrial Design

1984-86         Member of the ‘Furniture Group 1983’

1986           Established own company Fitting Design

1986           Co-operation with furniture company Paustian

1988          The Furniture Award by the furniture association

1990           Started designing for Bang & Olufsen

Bang & Olufsen products designed by Anders Hermansen

BeoSound 5

Earphones

EarSet 1

EarSet 2

EarSet3 

1

2

More to come!

4

Well, there's the blurb in full.  Sorry i had to simply upload the actual pages.. I can only assume that the press pack was written and designed for PC as my Mac flatly refused to let me extract any text from the documents!!  I had such grand plans too!

Anyway - next up are my own thoughts about the product, plus a summary of the speeches by the different presenters. Obviously it will be an overview, otherwise i may still be typing this at the time of the BeoSound 27 launch in 2026..

In the meantime, if anyone wants a high quality screensaver - attached is a high-res image of the BeoSound 5.  I did have to resize it as the file was bigger than big, so i hope it works ok..  

Lee

Okay - i've quickly dashed off into a dark corner after the launch...

Dimensions - 12" x 7" x 3"  /  31cm x 19cm x 8cm

Weight - 5.8lbs / 2.65kg

Memory - 500Gb

Well – the presentation is now done!

We started with a few words from Kalle Hvidt Nielsen presenting the product, then a few words from the design and creation team plus a very ‘zappy’ film on three screens introducing us to the product and its functions – the main being MOTS (More of the Same).

After this – a myriad of black cloaks and curtains were pulled off and back to reveal banks of BeoSound 5’s paired with Beolab 3’s and 4’s – and then.. finally.. to get ones hands on the thing!!

What can I say? Well.. I took to it easily – it just makes sense, but like anything, you really need to see one to understand what I am saying..

With over 8,000 (yes EIGHT THOUSAND!!) Net Radio Stations to choose from, you really cannot fail to find something you want to listen to – even before you have started with your CD collection!

Quality is usual Bang & Olufsen. A bit like the BeoSound 2 it feels delicate yet solid – a strange combination but it works.  Navigation is very stylish,with a ‘light beam’ shining on the outer menu eminating from the scroll wheel.Nice touch, you will like it.

There is no actual MOTS ‘button’ or menu option as such, which I expected – but it simply does it for you. You can preset favourite radio stations easily, and MOTS can also work to choose you similar radio stations, so – if you choose say a Reggae Net Radio station, it will seek out similar ones from around the world.

MOTS isn’t only single track based either,you can choose a whole album and it will throw you up similar albums when that one has finished playing.  A nice touch of MOTS too is that when you have guests round, you can offer your friend to simply choose one track, and that will set the tone for the whole evening –giving you an extra-nice entertaining evening knowing they are listening tosongs that BOTH of you actually like!!

B&O remained tight lipped about two-way with the Beo5.. but didn't deny it wouldn't happen.. so who knows!

Lee 

Last one for now - no Wi-Fi at the Opera House!!!

Speak soon - Lee

Back to my hotel room, and dedicated as ever (LOL) i am here to add some more thoughts..

BeoSound 5 - my personal thoughts..

A Bang & Olufsen product? - Undoubtedly yes.

A 'killer product'?  - No, not quite, but nearly.

Would i buy one? - Yes, i would.   

Why? - It feels 'Bang & Olufsen' and as an experienced 'user' i really see where it's coming from.

Is it the best in its field? - I don't know, i really would have to experience MOTS on a longer term basis, and i don't really know what it's 'field' is. It seems to eclipse Apple's Genius in theory, but i would have to use it more to see. As a Mac user, i could properly evaluate both - but the dealer demo units are still 'works in progress' until the real launch in March 2009.

Once you had finished the demo, were you drawn back to play with it more afterwards when the demo models were free to use? - No, but i deal with B&O products daily. I liked it, but it didn't make me want to elbow other people out of the way to have another go with it.

Why not? - I suppose because it was easy to use, and i didn't feel i needed to know more!  Is that a bad thing?

What would you criticise about it? -  Umm, well - what if you're left handed? The scroll wheel is on the right, and there is no way to operate it left handed without covering the screen!  Perhaps a 'flip' display would have been good, where it can be spun around and the screen/buttons etc be reversed within the software something like the iPhone?  I'm no designer, but can it be that hard?

What else? -  I think someone mentioned the screen being too big. I am inclined to agree - there is a lot of wasted space on there!  However, is less more?  I am sure we would all argue the screen could be bigger if it was smaller.. LOL

Is it 'future-proof?' - Well, it connects to the B&O server, so at last - software can be downloaded without involving the dealer. Let's see how much happens to the unit with regards to this.

End of questioning myself - but please, please add any more you want me to ask whilst i am here amongst the design and development team!!

Lee