Can you briefly introduce Harman/JBL? Turnover, employees, and activities? B2B/B2C focus?
Olivier Baharian: In 2024, the Harman group generated worldwide revenues of approximately $10 billion. 60% came from the Automotive division (Editor's note: linked to motor vehicles) through Harman Kardon contracts with the BMW, Mini, Renault, and Volvo brands; JBL with Toyota and Bang & Olufsen, whose license we operate for Audi and Honda vehicles. We can also mention Ferrari, for whom we supply the Infotainment section (in-vehicle audio-video). The Lifestyle division (Editor's note: Harman Kardon and JBL consumer products) represents 35% of revenues, with the remainder generated by the Services division. And if we consider the Lifestyle division, we are present in the B2C (consumer) and B2B (professional) markets. For the latter, the Harman Kardon and JBL brands are concerned. We can cite, for example, our unique product customization service on the market, whether individually or in large quantities, which is very popular with works councils. Jérôme Schoon: Or our affiliation activity (promoting the JBL brand by a third-party company, generating turnover). We are also present at almost all trade shows, directly or through partners (wholesalers) to develop our activities in this sector. Finally, to fully answer the question, in terms of workforce, the Harman group has more than 30,000 employees worldwide.How many in France?
Jérôme Schoon: All departments combined, from the field sales team to the back office, including marketing and key account sales managers, the Harman France team has 22 employees. What are the main JBL and Harman Kardon markets in France and what is the position occupied by each brand in each of them? Jérôme Schoon: In 2024 in the Bluetooth speaker market, and based on GfK figures, JBL holds 57.2% of the market share in value, 2.5% for Harman Kardon. If we look at the party or party speaker market (high-power speakers with light animation), JBL is at 80.8% and Harman Kardon at 3.8%, again in value. In the soundbar market, JBL achieved 12% and even 15.9% in December, still in value, which places the brand in third position. A real achievement for a brand that does not sell televisions: it is impossible, for example, to offer bundles or combined refund offers like TV brands. In the audio headphone sector, JBL represents 18% in value and 23.4% in volume, the latter figure allowing the brand to rise to the first place in the market for the third consecutive year. If we zoom in on the figures for the audio headphone market, in value once again, JBL occupies first place in the headband Bluetooth headset segment and second place in True Wireless (13.4%). Finally, in the gaming headset market, which JBL entered only four years ago, that is to say in 2020 - the year of the health crisis - the brand posted 8.2% in value and 11.5% in volume, the latter figure once again positions us as the leading brand in this segment. A real feat considering our late arrival in this market. How do you manage the two brands Harman Kardon and JBL, part of whose range offers equipment of a similar nature? Olivier Baharian: In fact, although the two brands share certain technologies, they target different consumers. Firstly, through a presence within distinct distribution networks: JBL is present in a large number of points of sale, from large supermarkets to multi-specialists, while Harman Kardon is mainly visible in the network of specialist and traditional stores. The distinction then operates on certain features: JBL products are almost all equipped with a battery for portable use, while only two Harman Kardon products are equipped with one, as they are more intended for residential use. Then, the design and finish are also a differentiating element between the brands, Harman Kardon products are more sophisticated with the presence of metal (aluminum) or acoustic fabric from designers while JBL focuses on robustness and intensive use. Note that both brands are committed to massively using recycled fabrics and plastics in the design of their products. Finally, as already mentioned, if we find certain crossed technologies, the acoustic package of the brands differs significantly, to the advantage of Harman Kardon. As a result, Harman Kardon products are priced higher than JBL's, which naturally differentiates the two brands even more. JBL has just announced several new products for spring 2025: JBL Tour One M3, JBL Flip 7 and JBL Charge 6, JBL PartyBox 520 and JBL PartyBox Encore 2. Can you tell us more about these launches? Olivier Baharian: These products, intended to boost their respective markets for the summer period, are very important for JBL. They are all portable, therefore equipped with a battery, and they all incorporate advanced technologies and features, including networking with [abc]Bluetooth[/abc] Auracast certification for superior audio quality, lower consumption, and innovative ergonomics. Examples include listening to an audio source on several receivers (headphones, speakers, etc.) for group experiences. But above all, Auracast technology allows us to harmonize all our product categories: interoperability is now a given between our headphones, our portable or residential speakers, our party speakers... It is easy to connect them together, it is a real plus.
If we look more specifically at the products, the JBL Tour One M3 (see photos above) is the first Bluetooth and [abc]Hi-Fi[/abc] headphones (via 3.5 mm mini-Jack or USB port) of a circum-aural nature to benefit from the Smart Transmitter box (Editor's note: the JBL Tour One M3 takes all the good ideas of the JBL Tour Pro 3 True Wireless headphones, click on the reference to discover the complete test of the product by the AVcesar editorial team). This box is optional, for an additional €50 (€349 indicative price for the JBL Tour One M3). Both headset configurations, with or without the Smart Transmitter box, will of course be available at our usual retailers. But it will be highlighted at some of them, for example in airport shops, as the Smart Transmitter is very practical on airplanes. Likewise, these headphones integrate the Head Tracking feature, which is very popular with video game enthusiasts. The versatile JBL Tour One M3 is therefore able to meet the needs of consumers with multiple interests, from music lovers to video game enthusiasts and travelers. 
For their part, the new JBL PartyBox 520 speakers (see photos above) and JBL PartyBox Encore 2, ideal for festive summer evenings, notably introduce replaceable batteries. This perfectly illustrates the group's eco-responsible stance. Of course, we manufacture electronic products, but we are doing everything we can to reduce our carbon footprint (Editor's note: see the measures implemented by Harman/JBL in this regard at the end of the interview) while preserving our fundamentals. For example, despite operating on battery power, the PartyBox 520 offers a high power of 400 W to "liven up" the biggest parties. This is unique on the market. 
The new JBL Flip 7 and JBL Charge 6 speakers, respectively seventh and sixth of the name, also characterize the virtues carried by the brand. In terms of new features, we find Auracast Bluetooth compatibility and IP68 certification, in addition to innovative user functions. While the Flip 7 and Charge 6 have removable wrist straps for easy transport, the Charge 6 can be equipped with a strap to use as a handle or a loop through a dual attachment system, and the Flip 7 can be combined with a carabiner for use with a backpack or bicycle. These products all benefit from the Legendary JBL Pro Sound label, a guarantee of audio quality directly derived from JBL's professional activities, which notably supplied the vast majority of American movie theaters in the middle of the last century. The brand has real audio expertise, and is proud of it. After a period of several years of scarcity in the audio-video amplifier market, JBL recently unveiled the new MA range. Does this mean that you want to evolve the brand's image, which has been essentially audio in recent times, towards an audio-video brand? Olivier Baharian: Yes. This new range of JBL audio-video amplifiers complements the JBL soundbars to further assert our anchoring in the Home Cinema sector, using the very many technologies available within the Harman group. The MA series was born following the acquisition of the English manufacturer Arcam. By drawing inspiration from their design and drawing from our technological portfolio, it was relatively easy to develop this range of attractively priced AV amplifiers to target a wide audience. JBL has always offered audio-video equipment with the Synthesis references for example (with pre-amplifiers that were clones of the very famous Lexicon professional pre-amplifiers, owned by the group) but they were resolutely Premium and aimed at the very high-end segment. With the MA models, the idea is to re-establish JBL in the Home Cinema market by targeting a much wider audience through a presence at Boulanger, Fnac, LDLC and Son-video.com, and by offering products with good value for money: quick implementation (up to nine discrete channels), attractive to look at and high-performance. For several years, JBL has had a strong presence in stores, both physically and online, in addition to participating in/organizing numerous events (Paris Games Week trade fair, JBL Store pop-up store, etc.), will you continue your efforts in this direction? Jérôme Schoon: Even today, for JBL, nearly 80% of business is done in stores. Of course, we now talk about an omnichannel sales model because the consumer in their purchasing process most often begins their research on the websites of brands and/or media and/or distributors, but ultimately, the vast majority of sales are made in stores. That's why we invest so much in Trade Marketing, a budget managed by Olivier's team in constant discussion with the sales team to refine our strategy on the ground, meet the needs of stores, and optimize our product exposure with them. In-store sales have the advantage for the customer to be able to touch and test the products, for salespeople to suggest an upgrade and increase the value of the purchase. Our goal is to create value for our distributors/resellers, and for JBL, of course. Olivier Baharian: As Jérôme explained, highlighting the JBL brand is part of the heart of our strategy. To answer the last part of the question, yes, we will continue our efforts in terms of visibility with the general public. We will also strengthen our Trade Marketing investments in 2025, strengthening our visibility and our in-store integration. This is the basis for a successful product launch. And even if the transaction takes place online, the consumer generally buys on the websites of major brands. However, we don't neglect any distribution network. We have developed a comprehensive approach with, in addition to the brand promotion focus in physical stores, a "Pure Player" focus (Editor's note: stores operating 100% online) and an omnichannel focus. For example, we provide all-round sales training with the aim of ensuring that the end consumer benefits from the best advice and, whenever possible, a product demonstration. Isn't direct sales on the Harman Kardon and JBL websites a problem in your relationships with resellers/distributors? Olivier Baharian: No, not at all. The Harman Kardon and JBL websites are marketing-oriented sites. They act as a comprehensive showcase bringing together all of the brands' products and news. Each product is explained in detail, illustrated, and our marketing activations are all relayed. Likewise, the customization service already mentioned is associated with the websites. So, of course, Internet users can buy on our sites because today's consumers would find it abnormal not to be able to do so. But that's not their primary role in France. The future may be different, but, as already mentioned, national sales are still largely made in physical stores. Jérôme Schoon: To summarize, the Harman Kardon and JBL sites are informational in nature about the brands' specific products and services, in no way competitors of our reseller/distributor partners. That's not at all our interest, and we will continue to prioritize distribution. In this regard, I can announce an exclusive agreement for Harman Kardon soundbars with Boulanger stores in the coming weeks. On the Harman Kardon side, will the new products unveiled at the CES show in Las Vegas 25 last January (Enchant series or Onyx Studio 9) soon be available in France? Jérôme Schoon: The exclusivity agreement with Boulanger concerns specifically the Harman Kardon Enchant series. The Onyx Studio 9 is already available and the consumer will have the choice: acquire this new product or make a good commercial deal on the Onyx Studio 8, de facto at the end of its life. Finally, what is the Harman group's policy on product sustainability and corporate social responsibility (CSR), a theme increasingly present among consumers? Jérôme Schoon: As mentioned above, this is now a key question within the Harman group, present at all stages of our activity: from product design to their manufacture, to their use, including their distribution. Olivier Baharian: By 2024, for example, all our JBL and Harman Kardon products use recycled materials. From now on, we even specify for each of them the percentage of recycled and recyclable materials (textiles and plastic). And as already explained, the integration of the Auracast Bluetooth protocol allows for lower energy consumption and our batteries are now removable on our range of party speakers. Similarly, in order to comply with European directives, the charger is no longer supplied in our portable ranges and, no doubt, the USB cable could quickly disappear. Today, all consumers have a charger and a USB-C cable at home. There is no need to multiply these raw material-intensive accessories which end up, for the vast majority of them, piled up in a drawer or in a box. Finally, we must mention our JBL Second Chance program, a platform for reselling used JBL speakers (tested and guaranteed by JBL) where individuals can buy and resell their JBL speaker. 
In the latter case, we offer a voucher 20% higher than the selling price. A virtuous mechanism for JBL that allows for the loyalty of JBL product owners, but above all, a circular economy that gives products a second life and avoids storing or throwing them away while they still work. JBL is a pioneer in the French market in this type of service, which aims to contribute to a more sustainable future. JBL Second Chance was launched a little over two years ago, and we are proud to have already processed several thousand products. 