Sonova unveils new AI-powered hearing-aid platform to support growth targets

By Anastasiia Kozlova and ‌Amir Orusov

Aug 24 (Reuters) - ​Sonova ​launched its third hearing-aid platform utilising real-time AI on Monday, its latest effort to strengthen its position in ‌a market that relies on rapid technology upgrades to ⁠shorten replacement cycles and attract first-time users.

The Swiss company was the first one ‌to roll out a ‌hearing aid that used real-time AI to separate speech from background noise in 2024.

Anders Rosengren, the head of research and ​development at Sonova, said the new Phonak EON platform offers a smaller, lighter device with an advanced AI that makes ⁠speech twice as understandable while requiring less listening effort.

The new platform is likely to ​be viewed as an important factor for Sonova to reach its medium-term growth targets that were met with investor ​scepticism in March.

"We expect EON adoption ‌to build quickly among both replacement and new customers," said Oliver Lux, president of Sonova's EMEA ⁠and Latin America regions.

While Sonova did not disclose pricing details, Lux said EON was designed to support the company's premium market positioning at ⁠launch.

Monday's U.S. launch will be followed by Australia and key European markets including ​Germany, France, Italy and Britain in mid-September, before a broader global roll-out.

Sonova continues to see positive market dynamics across its key markets, and especially in ‌Asia-Pacific and Latin America, Lux said.

Under CEO Eric Bernard, who took office last September, Sonova has ‌increasingly highlighted Asia-Pacific as a key growth region, where it seeks ⁠to expand volumes and ‌strengthen its presence in ​faster-growing markets that are buoyed by ageing populations.

(Reporting by Anastasiia Kozlova and Amir Orusov in Gdansk, editing by ‌Milla Nissi-Prussak)

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