Added Value
Unfortunately, until we hear the technology in action it's impossible to know, though Riyad seemed impressed when he heard a demo at IFA and the ideas behind Volume seem sound. In very basic terms it's a far more advanced version of a volume limiter, where you set a desired volume with anything falling above or below that level being adjusted. Importantly, Dolby's solution doesn't use any kind compression or gain control and won't interfere when it doesn't need to. Naturally, such technology also requires some creative use of language:
"…control of volume level of audio is performed using a perceptual processing engine built on an advanced psychoacoustic model of human hearing."
Yeah, me too.
Pushing past the marketing techno babble for a moment though, what this implies is actually quite interesting since, rather than arbitrarily changing the volume, Dolby Volume claims to both normalise the volume while adjusting it to make it more palatable to the human ear. In effect this means adjusting treble and bass levels so that, as the volume is reduced, no particular frequency becomes totally inaudible. So, when you've put the kids to bed, you can safely turn down the volume on your film and not be left straining to hear the dialogue.
When you consider how competitive and evenly matched many modern products are, it's these kinds of features that make all the difference. Clearly such things do come at a premium, but if a company can add such features without passing on too much cost to the consumer, then its products will garner a significant advantage.
Much the same can be applied to design. One must only look at the HP Pavilion HDX I reviewed recently, or the Apple iMac, to appreciate how important design has become. Indeed, the impact of Apple's design on the MP3 and mobile phone markets is clear for all to see. Say what you like about the hype - I for one can't stand it - but it's no accident that companies like HTC and LG wish to emulate the sensibilities of the iPhone in their products, both in terms of aesthetics and also interface - which is arguably just as important, if not more, than looks alone.
Moreover, despite the dangers of such a "me too" approach, this is a good thing. Radical change is necessary from time to time, otherwise things become stagnant. Just look at the games industry, back when Microsoft entered the market it was impossible to imagine a time when Sony weren't top dog and people complained that everything was boring and without "innovation". Now you have Nintendo disrupting the market with its Wii, while Microsoft has made inroads thanks to its commitment to online communities and the added value of downloadable content. This has left Sony floundering in the dark, and it's not the first time the company has been caught napping in a market it traditionally dominated.
To surmise, with so many sectors of IT and consumer electronics proving very competitive, it's essential for companies to add extra value to their products. This doesn't just mean a price cut, it means paying more attention to features people actually need, while doing more than wrapping things in a generic plastic case. Thus, when you're shopping for your next purchase, you too should pay close attention to what makes on product any different from any other. Once you start doing that, you're bound to make better choices.
