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Re. Sound Prostrates Itself Offering The Li. NX On The Costco Altar, Ignoring Phonaks Mis Step One Year Ago. We at The Hearing Blog have confirmed through multiple sources that GN Re. Sound will make their premier Li. NX hearing aid available at Costco starting April 1st, after just having launched the Li. Convert Docx To Doc Microsoft.Com. NX series, maintaining their policy of keeping their offerings to Costco one generation behind And delaying the Big Box release until after the big Audiology. Now convention, hoping to avoid the backlash. This is going to trigger an even bigger explosion than Sonova experienced last year when they entered the Big Box market, not only with GNRs independent dealers, but also with their 3. Beltone franchise locations which are doing rather well with the First branded Li. NX devices.  Whats more, unlike the major differences between the Verso and Li. NXFirst, the upcoming Li. NX series presents only minor improvements, essentially eliminating any real advantage over the Big Box offerings. UPDATE We confirmed this story almost three weeks ago in early March but we were approached by Re. Sounds PR flack with an offer to interview Re. Sound CEO Anders Hedegaard, so we decided to travel halfway across the country to meet with him, and also hold off publication of this article until the interview, making it clear to the flack that our schedule was flexible, settling on a 4 0. PM time. However, when it became what we surmise to be known to Hedegaard less than two hours before this scheduled interview what the subject matter would be, he conveniently had another committment and was not on the premises instead offering up as sacrificial lambs two poor underlings for questions on this and two major IT project management failures that demand answers at the CEO level. Aventa 3 Fitting Software' title='Aventa 3 Fitting Software' />Smoother, more intuitive fitting. ReSound Aventa is designed by audiologists and hearing care professional for easy and comfortable fitting sessions. We at The Hearing Blog have confirmed through multiple sources that GN ReSound will make their premier LiNX hearing aid available at Costco starting April 1st, after. PROPER USE OF HEALTH CONTENT. The TechnologyStandard List identifies technologies and technical standards that have been assessed. Each project team must. Storage/10504.jpg' alt='Aventa 3 Fitting Software' title='Aventa 3 Fitting Software' />Since we already had confirmation of the CostcoLi. NX story, we made it clear we are running with what we have, and that he Hedegaard would be forfeiting his opportunity to present his spin on these two major stories. Furthermore, as we will detail in a subsequent article, GN Stor Nord is a publicly traded company and in this era of management boards holding CEOs accountable, we would not be surprised to see this board take affirmative action when the extent of the damage that has occurred becomes apparent to all. Audiologically, the new Li. NX has little difference to the earlier Li. NX They will be selling two versions at the Big Box store, an MFi Li. NX 6 in between the 5 7 versions, and a Li. Aventa 3 Fitting Software' title='Aventa 3 Fitting Software' />NX 8 in between the 7 9 versions. If GN believes that their product is so superior to their competitors hearing aids sold at Costco, then they should at least put their money where their mouth is and match what Phonak did to cannibalize their own Connect Hearing dealerships by putting their Beltone First aids into Costco. The Hearing Blogs technical analysis So called pinna restoration is little more than a gimmick Widex has had this for over four years now starting with their Clear but theirs makes little if any audible difference Maintenance of ILDs means inter level differences are being preserved through binaural AGC coordination, which validated studies have shown provides little to no benefit for speech perception in noise The new beamforming algorithm shuts down when it gets noisy, i. The one long overdue feature the Li. NX will have is that given the push from lousy 3. Denmark finallygot the message after almost 5 years that they need 1. RICs. As we detailed on August  3. BTE Li. NX was released, we do not recommend a 3. UHF streaming. Starkey got the memo a year ago and only offers their Halo in a 1. The probable reason for making the no charge  TS option now standard is to cut down on needless returns, both for patients who find they do need it And also due to shipping screw ups when its accidently left off. Along these lines of battery drain, yes they will have custom instruments but 7. US market is BTE RIC and only 1. ITE that looks like you have a big tumor in your ear And the ITE is the only custom instrument with enough room on the faceplate for the 1. The Hearing Blogs market analysis Phonak greatly underestimated the explosion in the market to their selling the Quest line of hearing aids in Costco, as there was almost zero product differentiation between the aids sold in Costco and what independent dealers were paying about the same wholesale price for and we believe GN Re. Sound is vastly underestimating what will happen to them as they are overestimating the differences in the Li. NX Li. NX. Whats more, as Unitrons Brian Taylor points out to his now former employers consternation in Signal Noise Are We Entering the Just Good Enough EraAs this recent peer reviewed article Impact of advanced hearing aid technology on speech understanding for older listeners with mild to moderate, adult onset, sensorineural hearing loss by Robyn Cox in Gerontology. In a carefully designed study involving 2. Results of the month long field trials showed no statistically or clinically significant differences between the premium and basic level hearing aids on any measures of outcome for either new or experienced hearing aid users. The results of this study suggest that hearing aids, regardless of technology level or price point, provide patients with favorable laboratory and real world outcomes. It should be noted, however, that all hearing aids evaluated in this study were painstakingly fitted using best practice protocols, which likely contributed to the across the board positive outcomes. What GN Stor Nord fails to realize is that this move will also adversely affect sales at their profitable Beltone Division, as consumers flee for the Big Box. As we noted in the lede, the killer feature for the Li. NXFirst was the direct i. Phone Bluetooth 4. Costco was selling the Verso, both Beltone and independent hearing aid dealers had something unique to market to their patients. However, it is worth noting that the Verso aids sold in Costco are also Made for i. Phone MFi but only with the Phone Clip streamer, or in other words, it was not an audiologic but a convenience feature that differentiated the Verso from the Li. NX and First.  As we noted in our Technical Analysis, there is little audiologically that differentiates the new Li. NX from the Costco Li. NX and furthermore very few premium 9 series aids are sold anyway Patients will be able to buy a better performing Li. NXFirst 8 at Costco for less than a Li. NX 7 anywhere. As a reminder, in early April of last year, Phonak LLC president Jeff Newnham delivered his big F. U. to the industry when he stated We want to help all hearing impaired people, including those consumers motivated by price who prefer a value practice model for their hearing care. We believe that Phonak provides the most innovative technology available today and we want to make these products available to as many people as possible so that they may live their lives without limitation. Industry reaction was swift and angry Although a weak case could be made that they were offering different perhaps slightly better technology for value conscious consumers, they could have easily flown it under the radar with the Kirkland or reconstituted Sona brand, or possibly even under Unitron much as BMW sells their 1 series as the Mini Cooper.