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Bose prefers to be heard and not web-driven.

Dubai: Even as the din of "web-everywhere" reaches cacophonic levels, the high-end audio equipment maker Bose seems a quaint throwback.

It has no plans to move out of its core competence. "We are a company that focuses a 100 per cent on the audio business," said Ratish Pandey, general manager for India, Middle East and Africa at Bose UAE Trading.

"Our online presence is limited to having a non-commerce website for the region. Since we do not sell our products online, there is no online sales strategy at the moment to talk about.

"We work out of two sales divisions, one for professional systems responsible for understanding the needs of public spaces, designing and selling audio solutions for these spaces. The other is the consumer audio division that works at getting products meant for personal use to the customer."

The second approach requires Bose to go heavy on the brick-and-mortar presence, which is what it has been doing with standalone stores at all of the major shoppers destinations in town. This is a mix of company-owned showrooms as well those operated by regional channel partners.

Founded in 1964 by Amar Bose -- who in his own way was as influential in his industry as Steve Jobs was in his -- the Massachusetts headquartered company is privately held.

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Publication:Gulf News (United Arab Emirates)
Date:Sep 10, 2013
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