Ok this is the part you are missing - to get into the space ( in the hearing category in store with audiology companies and not be online) the only way in is for the device to be NAL tested and the device conforms to that standard. It is not just the most popular hearing test, it is what is known in the industry as the " gold standard" hearing test.
Regarding the big boys, you said they were all piling in, I said they were not, only two have entered, GN was already in the space as they are a hearing aid manufacturer ( who own Jabra) Bose left and just sold a license. Just for reference,
I also never said if thought HP were a good or bad partner, I said its a licence agreement. The name on the outside of box only works in online sales, online sales have never worked for NUH, therefore i dont expect it to work rebranded as HP online either, although it should have better sales figures than being sold under the Nuheara brand ( depending on how much the license cost them ).
The telling thing would be that none of the big five hearing aid companies agreed to rebrand it under their name ( which i am sure would have been a question asked prior to doing a deal with HP) ie -had it been branded under Widex, Sonovo, Starkey etc that would have had far greater credibility in my opinion than HP.
NUH Price at posting:
20.5¢ Sentiment: None Disclosure: Held
(20min delay)