There is a new trend in the Hearing Instrument manufacturing market; developing hearing aids that can be controlled using the person’s smartphone. It was no surprise to anyone that the first of those smartphones to have this “app” was the iPhone. Despite sales of the iPhone dropping in favour of other smartphones, primarily the Samsung models, the iPhone is still the most recognizable smartphone on the market. Indeed it is one of those elements of their marketing that has made Apple one of the top 5 most recognizable brands in the world for the last 10 years.
Here is my question; Is this really a selling feature for most people? Who are the manufacturers targeting with these iPhone ready devices?
If it’s the same as the people apple is targeting, then it’s the “gen x”-ers or the sandwhich generation. But those two demographic profiles are the smallest when it comes to hearing aid usage. When I crunch the numbers in my offices, the numbers of people who own smartphones, and use them with any regularity, are very small. Of those who own wireless phones at all, I would say 70-75% still own what we used to call “flip phones”, which are not capable of much more than talking or texting. Even then, a lot of them have those phones on an “emergency” plan, which has a very low monthly cost based on the fact that they only use them for emergencies, but the minute you make a call that isn’t 9-1-1, the costs skyrocket. Others have them on plans that allow for a certain monthly maximum of talk minutes and text allowance.
If this move toward smartphone compatibility, (which, by the way, allow the smartphone to be used as a method of controlling the hearing aids; it goes under the assumption that people like the flexibility of a remote control, since that is really what it is replacing), is going to continue, perhaps it’s more forward thinking than if you were to consider the immediate use. I use a smartphone, my wife uses a smartphone, and my kids either use or want a smartphone. In fact I have several friends who have opted NOT to use a typical landline in favour of having a device they carry with them everywhere and can constantly be in touch with whoever they need to be in touch with. Few of them have hearing loss yet but statistically there is approximately a 30-40% chance they will. So by making a smartphone app now for people who will need it in the future, perhaps the manufacturers of these instruments are looking toward the future of the industry.
The truth is I have no idea of the costs involved in developing an application for a smartphone. It’s possible that it’s not very much, or if it is, that the money can be recovered through sales of the application. If so then this is genius; even if they don’t charge anything for the application, or if the hearing aid manufacturers have paid for the development of it and the app is downloadable at no charge, then it certainly has a great future. In the interim, as smartphones penetrate more and more of the market, it is good to know that they are thinking of everyone.
There are currently at least two manufacturers who have this capability, if you are interested please call either office so that we can set up a demonstration for you.