Astone displays MP3s, earphones and a jetski

Australian manufacturer brings its wide range of offerings to Dubai for the first time, promoting everything from MP3 and MP4 players to speakers and lifestyle products

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By  Neil Denslow Published  September 25, 2005

Australian-based consumer electronics manufacturer, Astone Innovation is making its debut at this year’s Gitex, as it looks to drive up awareness of its wide-ranging product line in the local market. The company is well established in its home country and across South Asia and Europe, but this is the first time that it has dipped its toe into the waters of the Middle East marketplace. “This is our first time at Gitex, and we are here to attract partners from across the region,” explains Allan Chow, Astone’s senior manager, sales & marketing, Africa & Middle East. The company divides up its products into three different categories. The first is IT offerings, such as USB drives and hard disk drives. Alongside these are the digital entertainment lines, such as MP3 and MP4 players, as well as speakers and earphones. The final category, and the most recent one, is lifestyle products, including the Ocean Scooter FX, a battery-powered bright yellow inflatable jetski for children that is drawing a lot attention in the Pavilion. “We thought it was only fair to let children enjoy jetskiing, as well as adults,” comments Terrance Wong, Astone’s director of product development & operations. Like all of the Astone’s products, the jetski was designed in house and it reflects the company’s attempts to develop innovative product lines. “We are interested in developing any innovative product that will bring enjoyment to the customer,” says Wong. Innovation is also seen in the company’s range of earphones. For instance, its Kleo line has reversible earpieces that offer different experiences depending on which side is used. “For normal listening, people can use the 13 mm earpieces,” explains Wong. “However, if you turn them round and listen with the 9 mm earpieces, you can really feel the base,” he adds. Another digital entertainment offering being promoted by Astone is the Xinc AV, which is a high-end digital AV player. It is also the type of product that Astone hopes will soon be seen across the region following its participation at Gitex. “Our main objective at the show is to get into the Middle East market, and let people know all about Astone,” Chow concludes.

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