TWS Buds for the Budding

The introduction of the truly wireless earphones, often referred to as TWS (true wireless stereo), has brought about a paradigm shift in the way people listen to their music or talk to someone over phone. These earbuds provide a user with a tangle-free experience, as there is no wire connecting the left and right earpieces. They are compact and can be carried around in a charging case, making them extremely portable. The styling and portability of these products have made them POPULAR AMONG THE YOUNG FOLKS, ATHLETES AND FITNESS ENTHUSIASTS.

The evolution of music systems has been an interesting one. The Long Plays or LPS as they were called, played on the bulky gramophone, gave way to cassette players which were sleek and portable. One could take them from one room to another, and for picnics when they worked on portable batteries. The handy Walkman, which became a rage amongst music lovers, especially because this mini cassette player could go anywhere and everywhere. It became a necessity for walking and jogging enthusiasts, and with the wired earphones, one could easily listen to music in peace, without disturbing others.

However, the last two decades have been phenomenal when it comes to modification of the bulky earphones to sleek and almost invisible airpods that we use nowadays. The wired earphones came with their own set of problems, the major one being they would get entangled, and ultimately end up loosening the connection and randomly one of the earpieces stopped working. Also at times these earpieces didn’t fit properly, giving problems every now and then.

Untangling lives

Our next generation, the generation Z, does not like to get caught up in such webs. They want a simpler life, and even simpler technology. This is essentially why Truly Wireless Stereo (TWS) technology has emerged in the recent past as the most preferred choice for this generation who cannot compromise on fashion or technology. TWS transfers sound using Bluetooth signals rather than wires or cords. TWS is different from wireless accessories that do not link to a media source but rely on physical connections to ensure that several elements of a device work together. A good example is a pair of wireless sport headphones connected via a wire that wraps around the user’s neck.

TWS technology-based accessories, on the other hand, are really wireless. They don’t require wires to connect to a media source or to connect one earphone or speaker to another. A completely wireless link is established by Bluetooth chips. Different TWS devices connect to media sources in different ways depending on the manufacturer and accessory in question.

This generation lives a fast paced life and doesn’t have time to untangle the tangled wires. Abhinav Agarwal, Cofounder, Crossbeats, explains this further, “Earphones market is dominated by vivid perceptions of what a consumer is looking for specifically in a pair or TWS. Gen Z is living a very fast-paced and fashionoriented lifestyle, which makes them want to choose earphones/tws that look and feel very premium, and trendy yet are available at an affordable price tag.”

Agarwal further said that owing to the

significant growth in the TWS space, there is a probability that the existing demand in the market pushes for more offerings that focus on different specific features, including noise cancellation and extended battery life. He said, “With growing demand, we can expect them to shop for more specspecific products that bring in more battery life, switchable noise-cancelling modes, and bass-powered earbuds that might suit different walks of their life.”

Gen Z’s new companion

Faisal Kawoosa, Founder and Chief Analyst at Techarc, also feels that Gen Z is looking to associate with tech that is trendy and TWS is one among them. “The second is this generation wants clutter free tech, and wireless enables that. Finally, the generation is also in audio content consumption, conversations with friends, etc. That’s where TWS fits in,” he said.

Keeping the need of consumers in mind, there is abundance of Tws-enabled devices currently in the market, with every brand coming up with its own version. Right from Apple to Samsung to homegrown Indian brands, each one is offering earpods across offline stores as well as online channels. Laced with specifications, each tries to cater to a specific need of the consumers.

“With growing demand, we can expect them (youngsters) to shop for more spec-specific products that bring in more battery life, switchable noisecancelling modes, and bass-powered earbuds that might suit different walks of their life”

– Abhinav Agarwal, Co-founder, Crossbeats

“The evolution of TWS has been rapid in the recent past… While the technology enables seamless wireless connectivity with regard to devices and network, strong battery life makes it more mobile and convenient for multiple purposes”

– Achin Gupta, Country Head-india, ZOOOK

The Generation Z, meanwhile, is also looking for affordable range of devices, so that it doesn’t burn a hole in their pocket. Therefore, they zero-in on devices such as TWS earpods, which not only fits the price bracket, but also offers relatively longer battery life. They scout for options that allow them to enjoy and work in an interruption

free manner. For instance, if they are listening to their music, they would seek true immersive experience, which is ensured with TWS earbuds. Furthermore, quick charging earbud is always an advantage. You just plug in or put it on the charging mat, and are ready to use them in as little as 10 minutes. Most of them come with a battery life of about 6 hours of listening time and on an average 3 hours of talk time.

Echoing the sentiments, Achin Gupta, Country Head-india, ZOOOK, which is amongst the most innovative players in the Indian audio and lifestyle technology market, said that such features are most conducive to the lifestyle of the young ones. He said, “The Gen Z believes in leading a fast-paced life and they are equally particular about their look and style. Always on the go, the youth may not have the time to spend hours charging their device, hence Tws-enabled devices, which support fast charging, are extremely conducive to their needs. Be it while gymming, cycling, walking or before calling it a night, TWS is an inseparable partner for everyday life.”

According to Gupta, the growth of TWS has been rapid due to multiple factors, including its compatibility with wide range of audio devices. “The evolution of TWS has been rapid in the recent past, as they encompass a wide range of wearables and speakers. While the technology enables seamless wireless connectivity with regard to devices and network, strong battery life makes it more mobile and convenient for multiple purposes,” he said.

Affordability driving craze

Anisha Dumbre, Market Analyst for Client Devices, IDC India, believes Gen Zs have been exposed to tech devices from the very beginning and are driven by the digital ecosystem. “The fact that these devices are extremely affordable and easily accessible, they have garnered immense popularity among the younger generation. Gen Zs are spending a lot of time on audio and media consumption and hence are looking for devices that are comfortable to wear for a longer time along with seamless connectivity and superior sound quality,” she said. According to her, they are looking for such devices that suit their requirements such as affordability, design, sound quality, comfort and colour that complement their daily schedule, which includes study, work, and fitness. Brands are also continuously looking for innovative features that will meet the evolving needs of Generation Z.

In the pre-covid era, such technology was mostly used for listening to music, making those odd calls while driving or traveling. During the lockdown period, meetings shifted to Zoom calls, and with it there was a huge requirement for TWS devices that could cancel background noises, send and receive crisp and clear audio, enabling both the ends to enjoy the formal as well as informal conversation without any glitch.

Arnav Mutneja, Director, Quantum Hi-tech – one of the pioneering Indian consumer technology brands – elaborates further, “Following the outbreak of the pandemic, the demand for a few specific products rose significantly, such as wireless cams, wireless mouse etc, and alongside was witnessed a spike in audio, particularly in the TWS segment. It swiftly climbed the charts to take a major chunk of the audio pie.”

Witnessing unprecedented growth

Citing an International Data Corporation (IDC) report about the Indian market in 2021, Mutneja said that the TWS segment had witnessed unprecedented growth and the future outlook also seems brighter than now. He said, “The IDC report for Q3 2021 mentioned that India’s TWS shipment had clocked a record 8 million, and the number has only risen since then. Look, affordability, long battery life etc. are some of the attributes that have been drawing people towards the technology. Also, it is not only Gen Z but users from across generations that have adopted TWS technology.”

Anisha Dumbre is also of the opinion that TWS has become one of the most popular tech devices among consumers and brands in the last few years. With an influx of new entrants in the category and their extensive portfolio of devices, the TWS market is continuously growing. “In 2021, brands shipped a total of 30.3mn TWS devices growing 75% YOY. With the rise in entertainment, gaming, and remote working/ classes, the pandemic has surely added as a catalyst to the category making TWS devices as one of the must have devices for an individual,” she said.

As per Dumbre, other factor that has led to the growth of the category is that these devices are no longer limited to another electronic device but have now evolved into more of a lifestyle accessory. “Also, this category is becoming affordable every quarter which is also driving the growth. As of 1Q22, the ASP of the category has declined to $25 in 1Q22 compared to $39 in 1Q21. With the ever-increasing usage of these devices, consumers are now looking to upgrade their devices suiting their requirements,” she noted.

“Look, affordability, long battery life etc. are some of the attributes that have been drawing people towards the technology. Also, it is not only Gen Z but users from across generations that have adopted TWS technology”

– Arnav Mutneja, Director, Quantum Hi-tech

Giving your lifestyle a trendy makeover

While working professionals used Twsenabled devices mostly for their meetings, the children in the next room, also relied heavily on them for online classes. The housewives, on the other hand, used such devices to carry on with their conversations with their loved ones, making sure they are alright, or offering support from afar, when they couldn’t meet them in person.

Even as a few global brands offer some premium-quality TWS earbuds etc, but fact also remains that the Gen Z is more inclined towards offerings that fit in their budgetary scheme of things. Though everybody wants value for money, various companies offer different salient features in their products.

Also, the current budding generation make their choice after rigorous research and a detailed comparison of products available. They know where and how to spend their money. As mentioned by an expert earlier, with growing demand, we can expect them to shop for more specspecific products that bring in more battery life and newer allied technologies such as switchable noise-canceling modes, and bass-powered earbuds etc, which are designed and engineered to suit modern lifestyle.

Health concerns to be kept in mind

However, experts word a caution of advice that regular use of devices such as earbuds must be avoided, for loud noise or music can harm the ears. “The TWS blocks the natural dewaxing process and nothing can come out of the ear canal. Excessive usage results in blockage and faster creation of wax in the ears. I have doctors telling me that they have seen 100% growth in dewaxing requirements after usage of TWS especially after Covid-19,” Kawoosa cautioned.

So while it’s fine to seek an immersive experience, health concerns too should be kept sacrosanct. To be safe, all you have to do is, take breaks while using them, and avoid going above the recommended volume. And you will be able to enjoy them for at least 2 years, which is their average life span on regular usage.

Is it here to stay?

Although TWS is said be here to stay and has penetrated every household as of today, experts have a divided opinion on

“As of 1Q22, the ASP of the category has declined to $25 in 1Q22 compared to $39 in 1Q21. With the everincreasing usage of these devices, consumers are now looking to upgrade their devices suiting their requirements”

– Anisha Dumbre, Market Analyst - Client

Devices, IDC India

“Excessive usage results in blockage and faster creation of wax in the ears. I have doctors telling me that they have seen 100% growth in dewaxing requirements after usage of TWS especially after Covid-19”

– Faisal Kawoosa, Founder and Chief

Analyst, Techarc

this. IDC’S Anisha Dumbre expects these devices will gain a higher share among other audio devices such as neckbands and over the ear headphones, whereas Techarc’s Faisal Kawoosa is of the opinion that it will have more a flattish growth now onwards.

TWS devices are likely to be integrated with new features in the future, however brands must add a differentiating aspect in their products. Meanwhile, make use of it, indulge in the comfort and wait till technology evolves again and a newer version takes over.

ramesh@mymobileindia.com