Samsung has brought new hearing enhancements to its Galaxy Buds Live TWS headphones.  The new feature, first introduced in its Galaxy Buds Pro TWS, let users adjust the L/R volume.  This is critical for users who may have difficulties that caused by differing levels of hearing loss in their ears.  The best part about the new feature is that current owners of Galaxy Buds Live headphones do not need to buy new ones to enjoy the improvements.

Totally Wireless (TWS) headphones are the hottest segment of the Bluetooth headphone market right now.  From 2017 sales volumes doubled, then tripled annually.  Growth now is slowing, but that’s because the base has grown so large. Nonetheless, sales will continue to rise rapidly.  Simply put, TWS headphones are now a huge, and valuable, market.

Along with volumes, values are also rising, at least at the high-end of the market.  While ASPs are steadily falling at the low-end of the segment, the most expensive TWS Bluetooth headsets are only getting more expensive, with ASPs for these set to steadily rise for the next couple of years at least.

Adding new features is a key way to add value to TWS headphones.  Some features come from adding new sensors that can do things like heart rate monitoring, or noise cancellation and active noise cancellation.  Others can be added simply by updating the software on devices.

This second method, updating software, is what Samsung has done with its Galaxy Buds Live TWS headphones.  The ability to adjust L/R volume was first added to the Galaxy Buds Pro through an update soon after launch.  Samsung has now brought the same feature to its Galaxy Buds Live headphones. 

Adding new technology and features through software updates is a relatively low-cost way for a vendor to add value to its products, helping to build loyalty with customers.  Samsung TWS sales volumes are currently lagging Xiaomi.  But while Xiaomi is focused in large part with delivering great value in TWS headphones at a lower price point, Samsung is targeting the higher-end of the market.  Consequently, while Samsung’s TWS volumes are lower, ASPs are significantly higher compared to Xiaomi.  Constant improvements in its TWS headphones, including delivering new capabilities to them after they’ve been sold, will help Samsung keep ahead of its competition, and help to justify higher prices.

Strategy Analytics’ Device Technologies service delivers a rich portfolio of research around the Bluetooth TWS headphone market.  Clients can access that research here.