I hate being a B&O-basher but the BS5 in my view confirms that B&O is on the wrong track.
Don't get me wrong - it looks great and no doubt has a superior interface to my current iMac/AppleTV set-up. But why on earth would anyone with half a brain buy the BS5? It is so limited in the media it can handle (video?) and it'll be dated within two years. And it's about $4,500 too expensive.
Based on my demographics, I ought to be a passionate B&O owner:
- I'm fortunate to be in a high income bracket (top 5% in terms of income and wealth).
- I'm a life-long owner of B&O products (my parents had B&O TV and radio and I bought my first B&O when I was 14 --- a stunning second-hand BeoMaster 1900-2 and BeoGram 3000. I have since owned countless TVs, music systems, speakers etc)
- I'm a Dane living overseas
Still, the only B&O I currently own are a pair of BL3s (office) and BL9s (living room) hooked up to a combination of Mac and Samsung. Do I miss my old B&O? Not really except for the BeoLink 4 remote.
The bottom line is that B&O in my view has yet to find a sustainable niche. It makes great products but the world of technological change is so rapid that only a [B&O] enthusiast would be inclined to buy the BS5 system.
The original BeoLink concept was unique and decades ahead of its time. But this concept is now mainstream and B&O cannot survive as a mainstream company.
So what should B&O do?
(1) Continue to focus on speakers. The BL3/5/9 series is incredible and very reasonably priced.
(2) Produce more great niche products and accessories. I love my A8s and my EarSet 2 for iPhone.
(3) Expand the auto range to other manufacturers. I personally drive a MB - I would happily have forked out the $5,000ish premium for the B&O set-up had it been offered by my dealer.
(4) Acknowledge that in the computers/link system environment, B&Os competitive advantage is extremely limited if indeed at all
(5) Create great TV designs at lower price points (BV5, BV6, BV8 are all great TVs that I'd happily pay a 20-40% premium for based on the superior design but not the current 200-300% premium)
Without a plan along the above lines, I fear that B&O will end up as a product for nouveau riche in Russia and Dubai and a dedicated group of enthusiasts like on this forum.
