Jawbone targets retail with new noise reduction device

The 'Jawbone Prime' will reduce background noise.

Headset brand Jawbone claimed its new device, ‘Jawbone Prime’, reduces background noise by a further nine decibels than the original, making it around five times better.

Carphone Warehouse has signed up a direct account with Jawbone, along with O2, Vodafone and accessories distributor, Kondor. Other deals are imminent.

Video screens have been installed to demonstrate the noise cancelling properties of the Jawbone Prime (pictured) in 150 Carphone stores and a number of O2 stores.

Jawbone is also looking to become more prominent in retail with a range of vivid colours to attract customers. Over half the 800 Carphone stores will stock the colours as well as several hundred Vodafone stores.

The original headset was the top accessory seller by value in the UK market last month under incoming Europe, Middle East and Africa chief, John Harber.

Harber said: ‘As the traditional mobile market matures, we think we have a proposition that genuinely excites consumers and offers a new source of revenue with healthy margins for the retailers.’

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