Article: iFi Audio: A Highly Modern Approach to Product Design and Marketing

[sdolezalek]

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[Ajax]

Hi sdolezalek,

 

Many thanks for your article, which I read with interest. I am not a technical person so apologies for my very simplistic grasp on the audio equipment market, which I see as simply boiling down to two parts - software and hardware.

 

The manufacturer can choose to either upgrade the hardware by manufacturing a complete product from a series of upgradeable modules (Linn has been doing this for 40 years with their LP 12 turntable) or more recently by firmware such as Auralic with it's versatile and inexpensive Mini streamer.

 

Devialet currently offers both.

 

I therefore don't see iFi's approach as being unique or ground breaking, however, I do get your point that KEF missed an opportunity to "build in" an upgrade path with their excellent wireless LS50.

 

[sdolezalek]

13 hours ago, Ajax said:

The manufacturer can choose to either upgrade the hardware by manufacturing a complete product from a series of upgradeable modules (Linn has been doing this for 40 years with their LP 12 turntable) or more recently by firmware such as Auralic with it's versatile and inexpensive Mini streamer.

 

Devialet currently offers both.

 Ajax:  Thank you for the comment.  The difference between the "upgradeable module" approach, which often requires that the equipment is sent back to the manufacturer, thus putting it out of commission for a week or longer, and what iFi has done, is that iFi has separated these modules into standalone products of their own, each with a much lower price-point than the combined whole.  That also allows consumers to upgrade one product at a time, while maintaining compatibility with the other products.  I haven't yet seen others do this.  

[agladstone]

Anyone have any experience yet with the brand new IFI Gemni USB 3.0 Y split USB Cable? 

I am thinking about buying one to use with my IFI Micro iUSB 3.0, bit was hoping to see some reviews or opinions from CA Members first if possible? 

Thanks! 

[Ajax]

16 hours ago, sdolezalek said:

 Ajax:  Thank you for the comment.  The difference between the "upgradeable module" approach, which often requires that the equipment is sent back to the manufacturer, thus putting it out of commission for a week or longer, and what iFi has done, is that iFi has separated these modules into standalone products of their own, each with a much lower price-point than the combined whole.  That also allows consumers to upgrade one product at a time, while maintaining compatibility with the other products.  I haven't yet seen others do this.  

Hi sdolezalek,

 

Thanks for the clarification.

[Mshenay]

I too really dig how iFi Markets their products as well as the brands style as a whole! They literally have a product for anything/everything.  I love that they are like Apple in that they offer not just products but an Ecosystem 

[feelingears]

Just $0.02 since this is a generalist/business article: iFi's ecosystem is a bit overblown for me. The individual pieces or combination of functions makes for a confusing product line which makes me turn to other manufacturers.

 

I like iFi products in principle but I find their product line too "confusing," meaning I spend more time than I would like trying to figure out what I "need" let alone want. Their marketing is a wee bit slick for my taste (e.g., noise reduction from fighter jets?!?) so combined with the feature and product confusion, I've found I buy other brands because they're "easier" to understand and thus pull the trigger.

 

Still, I own two of their iPower adapters and am toying around with the idea of an iTube. Yes, after having spent more time than I wanted reading up on these devices! So maybe having two or three offerings for each step in the digital chain works for them, and that's largely what matters in business. And I'd have to admit a little more choice is often better than less.

[firedog]

17 hours ago, feelingears said:

Just $0.02 since this is a generalist/business article: iFi's ecosystem is a bit overblown for me. The individual pieces or combination of functions makes for a confusing product line which makes me turn to other manufacturers.

 

I like iFi products in principle but I find their product line too "confusing," meaning I spend more time than I would like trying to figure out what I "need" let alone want. Their marketing is a wee bit slick for my taste (e.g., noise reduction from fighter jets?!?) so combined with the feature and product confusion, I've found I buy other brands because they're "easier" to understand and thus pull the trigger.

 

Still, I own two of their iPower adapters and am toying around with the idea of an iTube. Yes, after having spent more time than I wanted reading up on these devices! So maybe having two or three offerings for each step in the digital chain works for them, and that's largely what matters in business. And I'd have to admit a little more choice is often better than less.

Agree with this. It's extremely difficult to figure out which piece(s) you need. Names are also similar, which adds further confusion.

I've also found that dealers are also uninformed. It's more than they can keep up with. 

[bfmcosta]

On 2/3/2018 at 6:27 PM, feelingears said:

Just $0.02 since this is a generalist/business article: iFi's ecosystem is a bit overblown for me. The individual pieces or combination of functions makes for a confusing product line which makes me turn to other manufacturers.

 

I like iFi products in principle but I find their product line too "confusing," meaning I spend more time than I would like trying to figure out what I "need" let alone want. Their marketing is a wee bit slick for my taste (e.g., noise reduction from fighter jets?!?) so combined with the feature and product confusion, I've found I buy other brands because they're "easier" to understand and thus pull the trigger.

 

Still, I own two of their iPower adapters and am toying around with the idea of an iTube. Yes, after having spent more time than I wanted reading up on these devices! So maybe having two or three offerings for each step in the digital chain works for them, and that's largely what matters in business. And I'd have to admit a little more choice is often better than less.

I also agree with this. I consider myself an iFi "early adopter", as I have an iFi Micro iDSD for almost 3 years now, a product that is very easy to understand, which has served me very well. I just got an iPower now but I am not really sure if I should have got an AC purifier or a DC purifier first though (or all of them?). And understanding the differences between an iDefender and an iSilencer is just too much for me without a simple "comparison tool" on their website!