Interview with Gordon Wilson Vice President of Marketing, Oticon, USA
Share:
Topic: SYNCRO Launch and Attributes
Beck: Hi Gordon, thanks for meeting with me today.
Wilson: Good morning Doug, nice to be with you again.
Beck: Gordon, I wonder if you can tell us about the new Syncro product and the launch of that product line? I know it was introduced at the AAA convention in Salt Lake City, in April, 2004, so I suppose your engineers and researchers must've been working on it for at least 2 or 3 years prior to the launch?
Wilson: Yes, that's right. It takes many years to bring a product from original concept to product launch! We've been shipping the Syncro for just over two months, and the launch has gone according to plan. It's always nice to introduce a new product and to find a great deal of interest in the product from the press, the industry, the professionals and most importantly, the end users.
Beck: Gordon, one of the features I noticed in the Syncro marketing has been referred to as "Artificial Intelligence." Would you please explain the use of this term, with respect to the Syncro?
Wilson: Sure. What is fundamentally different about Syncro is that is uses Artificial Intelligence (AI) to manage the complex interaction of its directional, noise management and compression systems. AI is actually used in many forms in other tools, technologies and systems we use every day, from Web-based search options to advanced all-wheel drive systems in many cars. As far as AI and hearing aids, we've applied "smart technology" to the Syncro, to maximize speech perception in diverse listening situations.
Doug, you know sound environments can be very complex and they change constantly. Syncro applies AI to enable it to automatically offer the best combination of its attributes, to produce the best voice to noise, or signal-to-noise ratio, for each specific sound environment at each particular moment in time. Quite literally, the Syncro can change its settings thousands of times every second.
Beck: How has the Syncro been received by the end users? Are patients noticing a different hearing experience with AI?
Wilson: We are receiving a lot of positive feedback. In one study we conducted, experienced hearing aid users were asked to give their spontaneous reaction to the Syncro. There were three common responses that emerged. Patients noted they were hearing better in noise, the sounds of the Syncro were more like the natural sounds they recalled prior to their hearing loss, and the sound quality was much clearer than they were accustomed to.
Beck: Gordon, I recall that the directional system of the Syncro is also rather unique. Would you please review that for me?
Wilson: Sure. The Syncro has a unique Multi-band directionality circuit. It operates in four separate frequency bands and can operate in Surround (two microphone Omni), Split and Full Directionality modes.
The Surround Mode is used when the input is rather quiet, for example, when there isn't much background noise to reduce. In the Surround Mode, the two microphones work together to reduce microphone and circuit noise and make the signal louder.
In the Split-Directional Mode, which is for medium to louder inputs and in moderate wind noise, the low frequency band operates in the omni mode while the higher frequencies will be in directional mode.
The Full Directional Mode is used for the loudest input, again with the goal being to maximize the Voice to Noise ratio (VNR) across the multiple bands.
Beck: And the decision making process is automatic? In other words the Syncro picks the directional pattern that maximizes the VNR ?
Wilson: Exactly. The idea is that Multi-Band Adaptive Directionality will pick the best VNR faster and more accurately than a person can, particularly as the primary signal of interest and the background noise and the sound environment itself can change constantly.
As conversations occur, your conversational partner might start out by speaking directly in front of you, and then they might be sitting across from you, or walking alongside, or in a car, and the Syncro changes automatically, to maximize the VNR. In accordance with that goal, Syncro can reduce the sounds of up to four overlapping noise sources simultaneously.
Beck: That's very impressive Gordon. So we're actually at the point where digital products can use digital processing power to perform simultaneous and sophisticated functions?
Wilson: Exactly. Doug, I know you and others have written this point before, but it bears repeating... Early digital hearing aids were essentially digital versions of analog units! But now with Syncro, we can push the envelope and go further in fulfilling the "digital promise" from years ago.
The hearing aid determines whether the sound it's processing is noise, a voice, or a combination of these two. It can determine the overall sound level, if there's wind noise present, if there's feedback present, and then based on all of that, it decides on and chooses the best amplification protocol.
That's what we call Voice Priority Processing, and it's based on synchronous parallel processing.
Beck: This really is very exciting. Having the hearing aid circuit select the best combination of its sound processing systems makes a lot of sense, and it seems a whole lot easier than asking the patient to switch the programs during different speech and noise events!
Wilson: Absolutely. Another noise management feature is that Syncro can automatically adjust the noise reduction level, depending on what the signal analysis reveals. We have 8 channels of independent noise management, so one or two or more noise channels may be active at a given moment in time. The difference with this system is that it can detect speech and noise patterns. If speech is the primary signal present, Syncro will reduce the amount of noise reduction it applies, especially in bands which contain essential speech information. If there is no speech pattern present, Syncro will apply a greater level of noise reduction to reduce the noise and ensure listening comfort.
Beck: That too, is another aspect of the "digital promise" from a few years ago. What about the compression circuit within the Syncro?
Wilson: We have a new compression strategy in the Syncro, and it's applied at lower levels. As the input signal becomes louder, the amplification strategy is to become more linear, and this helps separate the speech signal from the noise too. Patients and professionals tell us incorporating a linear application allows a greater "natural" dynamic to the sounds.
Beck: It really is quite amazing to have all of these things going on at once while the patient passively listens. How many memories are in the Syncro?
Wilson: There are four. Most people will probably use the one primary program most of the time, but a second memory might be useful for listening to music in a more linear mode. Another memory for the fully programmable T-coil will be useful too. Even the CIC has four memories and that's controlled by the push-button on the faceplate.
Beck: Is the Syncro compatible with the Lexis FM?
Wilson: Yes, the BTE is. The Syncro BTE and the Lexis combine to be the most directional personal amplification system available. We have had some excellent reports on the Lexis and the Syncro working together, particularly over long distances to maximize the voice-to-noise ratio and almost totally eliminate reverberation but we haven't yet fit a great many people with this.
Beck: Is the Syncro available in all shell configurations from BTE to CIC?
Wilson: Yes, absolutely. We offer the BTE with and without a volume control. We know that's important as some 60 percent of the professionals buy BTE products from us with VCs, so it's there if they want it! The Half-Shell, Low Profile and the Full-Shell models are available with VCs and standard or auto T-coil options. Directionality is standard in all models except the CIC.
Beck: Gordon, what about fitting guides for the professionals? How do they know how to set the device? Are there any clinical guidelines for them?
Wilson: I'm glad you asked that. We have a comprehensive Syncro Handbook. It really is highly detailed, but easy-to-read, and we've begun circulating it amongst all those who have received Syncro training. We're also assembling some 200 cases into a booklet for the hearing healthcare professionals, so they'll see the audiograms and specific case studies and then see how the hearing aids were programmed and what the outcome was. Although the Syncro is very sophisticated, it is not difficult to fit. Professionals can learn the basics through the e-learning courses available through www.audiologyonline.com.
Beck: Gordon, one thing I like to say in my lectures regarding technology is there's no "finish line." In other words, there's no point at which we'll step back and say "OK, we're done. Hearing aids cannot get any better." But fortunately, we are able to say "This product is vastly improved over the previous product." Therefore, can you compare the Adapto to the Syncro in terms of processing power or chip ability?
Wilson: Well basically the Adapto chip has some one million components, while the chip in the Syncro has 4 million. So it's come along way very quickly, and it's getting more sophisticated rapidly. The goal is to keep building better and more reliable products, and I believe that's what we've done.
Beck: Gordon, it's always a pleasure speaking with you. Thanks again for your time today.
Wilson: Thank you too, Doug.
************************************************************************************
FOR MORE INFORMATION on OTICON and SYNCRO, CLICK HERE
Wilson: Good morning Doug, nice to be with you again.
Beck: Gordon, I wonder if you can tell us about the new Syncro product and the launch of that product line? I know it was introduced at the AAA convention in Salt Lake City, in April, 2004, so I suppose your engineers and researchers must've been working on it for at least 2 or 3 years prior to the launch?
Wilson: Yes, that's right. It takes many years to bring a product from original concept to product launch! We've been shipping the Syncro for just over two months, and the launch has gone according to plan. It's always nice to introduce a new product and to find a great deal of interest in the product from the press, the industry, the professionals and most importantly, the end users.
Beck: Gordon, one of the features I noticed in the Syncro marketing has been referred to as "Artificial Intelligence." Would you please explain the use of this term, with respect to the Syncro?
Wilson: Sure. What is fundamentally different about Syncro is that is uses Artificial Intelligence (AI) to manage the complex interaction of its directional, noise management and compression systems. AI is actually used in many forms in other tools, technologies and systems we use every day, from Web-based search options to advanced all-wheel drive systems in many cars. As far as AI and hearing aids, we've applied "smart technology" to the Syncro, to maximize speech perception in diverse listening situations.
Doug, you know sound environments can be very complex and they change constantly. Syncro applies AI to enable it to automatically offer the best combination of its attributes, to produce the best voice to noise, or signal-to-noise ratio, for each specific sound environment at each particular moment in time. Quite literally, the Syncro can change its settings thousands of times every second.
Beck: How has the Syncro been received by the end users? Are patients noticing a different hearing experience with AI?
Wilson: We are receiving a lot of positive feedback. In one study we conducted, experienced hearing aid users were asked to give their spontaneous reaction to the Syncro. There were three common responses that emerged. Patients noted they were hearing better in noise, the sounds of the Syncro were more like the natural sounds they recalled prior to their hearing loss, and the sound quality was much clearer than they were accustomed to.
Beck: Gordon, I recall that the directional system of the Syncro is also rather unique. Would you please review that for me?
Wilson: Sure. The Syncro has a unique Multi-band directionality circuit. It operates in four separate frequency bands and can operate in Surround (two microphone Omni), Split and Full Directionality modes.
The Surround Mode is used when the input is rather quiet, for example, when there isn't much background noise to reduce. In the Surround Mode, the two microphones work together to reduce microphone and circuit noise and make the signal louder.
In the Split-Directional Mode, which is for medium to louder inputs and in moderate wind noise, the low frequency band operates in the omni mode while the higher frequencies will be in directional mode.
The Full Directional Mode is used for the loudest input, again with the goal being to maximize the Voice to Noise ratio (VNR) across the multiple bands.
Beck: And the decision making process is automatic? In other words the Syncro picks the directional pattern that maximizes the VNR ?
Wilson: Exactly. The idea is that Multi-Band Adaptive Directionality will pick the best VNR faster and more accurately than a person can, particularly as the primary signal of interest and the background noise and the sound environment itself can change constantly.
As conversations occur, your conversational partner might start out by speaking directly in front of you, and then they might be sitting across from you, or walking alongside, or in a car, and the Syncro changes automatically, to maximize the VNR. In accordance with that goal, Syncro can reduce the sounds of up to four overlapping noise sources simultaneously.
Beck: That's very impressive Gordon. So we're actually at the point where digital products can use digital processing power to perform simultaneous and sophisticated functions?
Wilson: Exactly. Doug, I know you and others have written this point before, but it bears repeating... Early digital hearing aids were essentially digital versions of analog units! But now with Syncro, we can push the envelope and go further in fulfilling the "digital promise" from years ago.
The hearing aid determines whether the sound it's processing is noise, a voice, or a combination of these two. It can determine the overall sound level, if there's wind noise present, if there's feedback present, and then based on all of that, it decides on and chooses the best amplification protocol.
That's what we call Voice Priority Processing, and it's based on synchronous parallel processing.
Beck: This really is very exciting. Having the hearing aid circuit select the best combination of its sound processing systems makes a lot of sense, and it seems a whole lot easier than asking the patient to switch the programs during different speech and noise events!
Wilson: Absolutely. Another noise management feature is that Syncro can automatically adjust the noise reduction level, depending on what the signal analysis reveals. We have 8 channels of independent noise management, so one or two or more noise channels may be active at a given moment in time. The difference with this system is that it can detect speech and noise patterns. If speech is the primary signal present, Syncro will reduce the amount of noise reduction it applies, especially in bands which contain essential speech information. If there is no speech pattern present, Syncro will apply a greater level of noise reduction to reduce the noise and ensure listening comfort.
Beck: That too, is another aspect of the "digital promise" from a few years ago. What about the compression circuit within the Syncro?
Wilson: We have a new compression strategy in the Syncro, and it's applied at lower levels. As the input signal becomes louder, the amplification strategy is to become more linear, and this helps separate the speech signal from the noise too. Patients and professionals tell us incorporating a linear application allows a greater "natural" dynamic to the sounds.
Beck: It really is quite amazing to have all of these things going on at once while the patient passively listens. How many memories are in the Syncro?
Wilson: There are four. Most people will probably use the one primary program most of the time, but a second memory might be useful for listening to music in a more linear mode. Another memory for the fully programmable T-coil will be useful too. Even the CIC has four memories and that's controlled by the push-button on the faceplate.
Beck: Is the Syncro compatible with the Lexis FM?
Wilson: Yes, the BTE is. The Syncro BTE and the Lexis combine to be the most directional personal amplification system available. We have had some excellent reports on the Lexis and the Syncro working together, particularly over long distances to maximize the voice-to-noise ratio and almost totally eliminate reverberation but we haven't yet fit a great many people with this.
Beck: Is the Syncro available in all shell configurations from BTE to CIC?
Wilson: Yes, absolutely. We offer the BTE with and without a volume control. We know that's important as some 60 percent of the professionals buy BTE products from us with VCs, so it's there if they want it! The Half-Shell, Low Profile and the Full-Shell models are available with VCs and standard or auto T-coil options. Directionality is standard in all models except the CIC.
Beck: Gordon, what about fitting guides for the professionals? How do they know how to set the device? Are there any clinical guidelines for them?
Wilson: I'm glad you asked that. We have a comprehensive Syncro Handbook. It really is highly detailed, but easy-to-read, and we've begun circulating it amongst all those who have received Syncro training. We're also assembling some 200 cases into a booklet for the hearing healthcare professionals, so they'll see the audiograms and specific case studies and then see how the hearing aids were programmed and what the outcome was. Although the Syncro is very sophisticated, it is not difficult to fit. Professionals can learn the basics through the e-learning courses available through www.audiologyonline.com.
Beck: Gordon, one thing I like to say in my lectures regarding technology is there's no "finish line." In other words, there's no point at which we'll step back and say "OK, we're done. Hearing aids cannot get any better." But fortunately, we are able to say "This product is vastly improved over the previous product." Therefore, can you compare the Adapto to the Syncro in terms of processing power or chip ability?
Wilson: Well basically the Adapto chip has some one million components, while the chip in the Syncro has 4 million. So it's come along way very quickly, and it's getting more sophisticated rapidly. The goal is to keep building better and more reliable products, and I believe that's what we've done.
Beck: Gordon, it's always a pleasure speaking with you. Thanks again for your time today.
Wilson: Thank you too, Doug.
************************************************************************************
FOR MORE INFORMATION on OTICON and SYNCRO, CLICK HERE
