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| LG Electronics' XBOOM speakers / Courtesy of LG Electronics |
By Baek Byung-yeul
LG Electronics has decided to capitalize on the booming artificial intelligence (AI) speaker market by mobilizing more resources to nurture XBOOM, its home audio brand.
Under the brand name of XBOOM, LG has been selling all-in-one audio devices that support Bluetooth and Wi-Fi connections and mini components.
In addition to the products, LG said Monday it will unveil XBOOM Go portable speakers and artificial intelligence (AI) technology-featured XBOOM AI ThinQ speakers at the upcoming IFA electronics show in Germany.
Audio technology has been increasingly emphasized as it can be applied to various kinds of devices, not just TVs and smartphones but also wearables and AI-based devices.
LG plans to expand its XBOOM lineup to raise its share in the global audio market, which is estimated at around 12 trillion won ($10.7 billion).
"In the global mini components and all-in-one audio categories, LG's XBOOM brand has been displaying a strong presence with a 35 percent market share," an LG spokesman said. "With the popularity of the brand, we are strengthening the XBOOM brand's presence by expanding the XBOOM lineup."
LG became the first Korean company to produce radios in 1959. Using the audio technology accumulated over 60 years, the company said it aims to become one of the world's leading audio brands.
"By expanding our XBOOM brand to include wireless and smart speakers, LG is opening up new possibilities with XBOOM leading our entire home audio business," said Seo Young-jae, head of the convergence audio and video business division at LG.
For AI speakers and portable speakers, LG has been collaborating with British audio company Meridian Audio.
"It is pretty difficult to produce small audio products that have quality sound systems. With Meridian's bass, space and height elevation technologies, LG's XBOOM GO portable speakers and XBOOM AI ThinQ W7 and W9 speakers can boast great sound quality," the LG spokesman said.
Since last year, LG and Meridian have jointly developed sound bar products that support the Dolby Atmos system, which delivers more realistic sound to consumers.
The XBOOM GO speakers, which were recently released here, support 24-bit aptX HD audio codec that delivers high-quality audio streaming through Bluetooth. LG is the first company to use the audio codec in smartphones starting with the G5 phone.
Powered by Google Assistant voice controls, the XBOOM AI ThinQ W7 and W9 speakers help consumers get things done with just a voice. Featuring an 8-inch display, the W9 speaker can display photos and videos as well.
"With Meridian as our audio technology partner, we are confident XBOOM will succeed in Europe as it has in other regions of the world," Seo said.
