US-based headphone maker taps MSI-ECS

CEBU, Philippines - MSI-ECS Philippines Inc. has forged a partnership with California-based Beats Electronics as its exclusive distributor for its new Beats Studio headphones in the Philippine market.

The re-engineered Beats Studio headphones that can deliver premium sound experience is said to be built stronger, more comfortable and lighter than its predecessor.

Among its features include the new custom digital software called the Beats Acoustic Engine (BAE), new streamlined design, adaptive noise cancellation (ANC) that switches between two modes and enhanced power management without the need to change batteries.

The new design features lighter materials, increased strength, improved flexibility and an acute attention to detail. With no visible screws and no straight lines, it also features an ergonomic adjustment mechanism around the ear cups that enables the user to adjust to the head without restriction via a single floating pivot.

The new Beats Studio is a noise- cancelling headphone with a rechargeable, 20-hour, Lithium-Ion battery that could be charged in any USB port or outlet.

Beats Electronics comprises the Beats by Dr. Dre family of premium consumer headphones, earphones and speakers. It also consists of the patented Beats Audio software technology and streaming music subscription service Beats Music.

It was formally established in 2008 and founded by Jimmy Lovine of Interscope Geffen A&M Records and legendary artist and producer Dr. Dre.

Last month, Avaya formally announced its appointment of MSI-ECS as its new distributor for the Philippines.

Avaya is a global provider of business collaboration and communications solutions, providing unified communications, contact centers, networking and related services to companies of all sizes across the world.

Beats Audio and Avaya are one of the latest brands included in the product portfolio of one of the biggest IT distributors in the country. MSI-ECS carries more than 30 technology brands that cater to both the consumer and enterprise markets.

Earlier, MSI-ECS Phils. Inc. marketing and communications division assistant vice president Maurice Altar said that the company will continue to be aggressive in reinforcing the formidable strength of MSI-ECS in IT distribution sector.

While its core business is primarily focused in information technology, Altar previously said that MSI-ECS is gradually penetrating the mobility business as a new player in the industry.

He added that the market can expect regular updates from MSI-ECS and more products to be launched and distributed in the years ahead.

MSI-ECS Philippines has affiliates in Malaysia, Thailand, Vietnam, China, Indonesia, and Singapore. Its headquarters is located in Manila while its satellite offices are in Cebu and Davao. The 15-year-old industry player has more than 3,000 distribution outlets all over the country. /JOB (FREEMAN)