We won't be seeing this B&O audio brand logo on HP products much longer.
B&O, short for Bang & Olufsen, is a renowned audio brand from Denmark. People who use HP products are probably quite familiar with B&O, since the audio brand has been built into HP's premium laptop lines since 2015.
However, at the HP Amplify Partner 2024 conference, currently taking place in Las Vegas (USA), HP unveiled a series of new products and solutions under the name Poly Studio, which is HP's "in-house" audio brand.
Poly was founded in 1961 under the original name Plantronics. The company later acquired Polycom in 2019 and officially renamed itself Poly. In 2022, HP took over the brand and continued developing audio-related products and solutions such as headsets, speakers, microphones, and video conferencing systems.
Jennifer Adams, HP's senior executive in charge of hybrid systems, said that several HP laptop models already integrate Poly Studio products, and that all of them will in the future.
Asked why HP will stop using the B&O brand on its laptops, Adams explained that B&O is known mainly for "listening," while Poly Studio focuses on "communication." "That means we want users to be able to communicate as authentically and effectively as possible through Poly Studio, whether in a video call or a conference, with optimal support from AI along with Poly's hardware and software systems."
Asked whether Poly can deliver entertainment such as movies or music, Adams pointed out that B&O's quality has long been recognized. In reality, though, B&O only took part in "software tuning" for HP laptops, meaning HP sent its products to B&O to be tested and adjusted to meet the required quality.
Now, with Poly, a company experienced in making audio equipment, HP is confident in using its in-house products. This suggests HP can handle both hardware and software on its own without depending on a third party.
Ending the partnership with B&O and replacing it entirely with Poly Studio may be a sign that HP is moving toward greater self-reliance in its manufacturing and validation processes. It also helps reduce costs at a time when the global economy faces many challenges and resources need to be optimized even further.
The HP Amplify Partner 2024 conference in Las Vegas is still under way, bringing together leaders from the tech industry to explore the potential future of the field. Let's wait and see what new solutions HP will present for businesses and consumers.
Source: GenK
