AI Headphones for Perfect Noise Reduction

The active noise reduction technology, which eliminates unwanted sounds, such as the engine sound of airplanes and mass transit, has been used in the premium headphones produced by Cresyn.

Photo: Phiaton BT0, premium sound quality and sophisticated design / Source: Cresyn

The asset value of a brand can never be underestimated, because when a company succeeds in branding, it means that it has impressed consumers with its products. Companies whose brand value accounts for a large portion of their assets are regarded to have a higher chance of sustainable growth.

Many SMEs in Korea fail to develop their own brands despite having world-renowned technologies and designing skills, and instead, produce, sell and export their products via OEM. Most of them produce intermediary goods rather than finished consumer goods. Parent companies that receive their products have their own brand image and recognition as well as a distribution network, even though they don't manufacture anything. Nonetheless, consumers continue to buy their products even after they switch from Korean manufacturers to makers based in other countries. Companies (domestic or overseas) that have their own brand feel free to relocate their production bases to any part of the world in order to cut delivery prices.

This shows how important it is for a firm for have its own brand. What kind of future awaits companies that fail to create their own brands and distribution networks despite having outstanding manufacturing technologies and producing high-quality goods? Having said that, it is difficult for SMEs to succeed in developing their own brands using their technological expertise and good quality alone. In addition to enormous initial costs needed to create and publicize a brand among consumers, they also need to invest heavily in maintaining and managing their brand. This is the reason it is difficult for small firms to develop their own brand due to the lack of finances, distribution channels and marketing capabilities. Cresyn is one of the firms that has captivated the hearts of consumers around the world with its brand, Phiaton, by delivering differentiated value to its customers. Cresyn Managing Director Lee Tae-yun shared Cresyn's success story.

Cresyn Managing Director Lee Tae-yun / Source: Money Today

Cresyn Targets Consumers with Its Brand and Proven Delivery Technology
“For half a century, we have focused solely on audio products. Now, we want to earn recognition in the domestic market through our unique brand.” Founded in 1959 as a producer of turntable needles, Cresyn has grown to hold the third largest share in the global headphone market and the largest share in the domestic market. Having a higher recognition overseas, Cresyn has seven factories abroad with the local workforce of some 6,000 employees. It serves as a good example of a company that has successfully established its presence overseas.

“The powerful sound and durability of our products are the result of our artisanship and innovative technologies that we have accumulated over half a century.” Most of Cresyn's existing products were manufactured through OEM. However, the Phiaton BT460 headphones, which were designed and produced using Cresyn's source technologies, won the Best Audio Headphones award at the Dealerscope 2017 IMPACT! Awards provided by the U.S. tech magazine "Dealerscope," which is read by some 1,500 exclusive sale dealers and distributors in the consumer electronics sector worldwide. Managing Director Lee Tae-yun says that the Best Audio Headphones Award has further solidified the Phiaton's position in the audio and acoustic equipment market thanks to its sophisticated design and superb sound quality. He added that Cresyn will continue to improve its products and innovate their designs in order to ensure their comfortable use and outstanding sound quality.

Phiaton products stand out in the audio market for their original technologies for producing natural sounds, as well as subtle and unique design and comfortable use. Also known as the Phiaton X Teddy headphones, the BT460 headphones were designed, developed and marketed in a joint effort with the famous YG Entertainment producer Teddy, who continues to collaborate with Cresyn to develop the BT460 Bluetooth headphones and the MS300BA hybrid earphones.


The 3.5 mm audio jacks that were used in headphones are being increasingly replaced with wireless Bluetooth products in line with the slimmer designs of new smartphone models. Cresyn plans to focus on developing Bluetooth noise control products using its superb active noise control technologies, which help eliminate unwanted sounds, such as the engine sound of airplanes and mass transit.

One of the factors behind Cresyn's technological prowess is its corporate culture. Cresyn strives to nurture creative talent, provide incentives to high-performance employees, encourage its employees and maintain smooth communication with them. Managing Director Lee Tae-yun says that in the second half of the year, the company will hold various Phiaton-related events and exhibitions on social media and other channels to become closer to customers, and achieve the company's goal to become the leader in the global headset market this year.
Editor: Ham Hye-kang, Money Today ([email protected])