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Bragi exits consumer market, will focus on licensing IP and AI

By Cookie Monster - on 3 Apr 2019, 1:00am

Bragi exits consumer market, will focus on licensing IP and AI

The Bragi Dash Pro wireless earbuds.

Bragi, the creator of the Dash wireless earbuds, will exit from the consumer market. 

Bragi CEO Nikolaj Hviid confirmed to Wareable that the company will no longer be creating new products after “a third-party buyer” acquired its product business in March. Bragi will continue to license its IP and AI. 

While the company declined to reveal the identity of the third-party buyer, it states that customers who own Bragi devices will continue to receive support through existing channels.

Hviid told us in a statement: "Bragi's technology suite is applied beyond our own products to partners and headphone brands. The Dash Pro featured groundbreaking ultra efficient AI and software that could be updated with new features such as Amazon Alexa, language translation and personalised hearing. With the sale of our product business, Bragi has completed its transformation into a software, AI and IP licensing company."

Bragi was seen as a direct competitor to the Apple AirPods when it released the Dash wireless earbuds in 2016. A year later, it released Bragi The Headphone which turned out to be the best truly wireless earbuds in our review. Bragi released another earbud, the Dash Pro which arrived in our local stores in early 2018 at a retail price of S$528. 

Source: Wareable