Blue Ant
Bluetooth Headset
BlueAnt was struggling. They were competing on cost in a crowded headset market dominated by ‘me too’ products whose life cycle was typically measured in months. Their traditional business based on selling re-badged Asian products was no longer competitive.
They had secured proprietary rights to a noise cancelling technology which would give their headsets a significant technical advantage, but knew that great technology on its own is not enough. They needed a partner to help them fully exploit this technology by designing it into a product to really excite people.
