Tiny Sony CRE-C20 OTC In-Ear Rechargeable Hearing Aid Launched for $999
Responding to the increasingly competitive OTC hearing aid market, Sony has launched its CRE-C20 almost-invisible, high-tech, rechargeable, self-fitting device for $999 while reducing the price of its two existing OTC aids each by $200)
WS Audiology (WSA) and Sony have announced the introduction of the Sony CRE-C20 over-the-counter (OTC) hearing aid, a discreet, rechargeable, completely-in-canal (CIC) hearing aid for $999. In appearance, the Sony CRE-C20 CIC looks similar to the company’s CRE-C10 CIC hearing aid but offers rechargeability on the go and several additions to the app and self-fitting process, richer sound quality, and new features.
“From a customer usage perspective, we see a lot of people who choose the C10 because they like its discreet small size, but they can struggle with changing its size 10 battery and may prefer it to be rechargeable,” says Dr. Annie Duchen, AuD, WSA's Senior Manager for Customer Success. “Changing a size 10 battery is not always easy—even for people with good vision and dexterity…So that was really one of our goals with the C20: filling the gaps from a functional, comfort, and accessibility perspective within a discreet form factor.”
The CRE-C20 boasts 28 hours of runtime on a single charge and comes with a portable recharging case that holds up to three additional charges for people on the go. A strong magnet snaps the C20s into place when inserted in the charging case to ensure solid contact for recharging. New practical improvements to the aids have also been added, including a red “R” on the right hearing aid and a tactile dot on the left aid so users can more easily identify them.
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Both Sony C20 and C10 CICs feature single-mic directionality and noise reduction technology similar to Signia hearing aids, where the left and right hearing aids work together via a wireless connection to support hearing in noise. An Auto Sound Analyzer prioritizes speech clarity while keeping users aware of their surroundings. “Making really good, high-quality experiential listening in noise in a small, discreet device was our central goal,” says Duchen.
The Sony app is compatible with Android and iPhone devices for self-fitting and control of hearing aid functions. However, like the C10, the CRE-C20 does not feature audio streaming for music, podcasts, videos, etc. (The Sony CRE-E10 earbuds do feature audio streaming for iOS-compatible devices.)
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Better affordability: Sony's new OTC hearing aid prices
To enhance affordability and accessibility in the increasingly competitive OTC hearing aid market, Sony has reduced the prices of its previous models by $200. The CRE-C10 CIC now costs $799 (down from $999), while the CRE-E10 rechargeable earbud that features streaming audio for iOS devices costs $1,099 (previously $1,299).
In terms of price, these adjustments position the new CRE-C20 at $999 in the middle of the Sony product line and what might be, in general, considered on the “higher end” of mid-priced, self-fitting OTC hearing aids, including brands like Jabra Enhance, Sennheiser, and Lexie-Bose. This should make the C20 an attractive entry point for first-time users who are looking for a cosmetically appealing high-tech hearing solution.
“This is a really great introductory price point—especially for someone who hasn’t worn hearing aids before,” says Kerrie Coughlin, WSA Vice President of Marketing Key Accounts. “There are also people who need a second pair of hearing aids because they’re more active and don’t want to lose or damage their more expensive [prescription behind-the-ear] hearing aids…On the sound technology side, again, we’re trying to address the number-one priority we know most consumers need: speech clarity and hearing in noise. So, we've added features like adaptive soundscape processing, which can further assist with speech and noise while retaining things like our IP68 rating [the highest moisture and dust Ingress Protection rating for hearing aids] so someone can wear them when working out or not worry if they get caught in the rain.”
| Feature | Sony CRE-C10 | NEW Sony CRE-C20 | Sony CRE-E10 |
|---|---|---|---|
| Form factor | In-ear | In-ear | Earbud |
| Battery type | Size 10 disposable | Rechargeable | Rechargeable |
| Hearing programs | 4 hearing profiles | 6 hearing profiles | 6 hearing profiles |
| Directional mics | Single-mic directional system | Single-mic directional system | Multi-mic directional system |
| Bluetooth | No audio streaming | No audio streaming | Streaming for iOS (no Android) |
| Price | $799 | $999 | $1099 |
Major differences between Sony's three OTC hearing aid models.
In independent testing at the HearAdvisor lab in Rockford, Ill, the CRE-C10 and CRE-E10 have posted impressive test results, and both were honored with HearAdvisor™ Expert Choice Awards. In fact, the CRE-E10 has the highest overall SoundScore of more than 70 hearing aids tested to date. You can see the full scores and listen to sound samples of the CRE-C10 and CRE-E10 by clicking on these links. Because the CRE-C20 is brand new, it is still undergoing testing, and we look forward to sharing the results when they're available.
New app features for easier setup, better navigation, and use
The app is a vital part of any self-fitting OTC hearing aid like the Sony CRE-C20, where the consumer is tasked with setting up and adjusting the device so it works well for their hearing loss and lifestyle. The Sony app has been given a make-over with better navigation and page headings, the ability to go back and change settings, and the addition of help buttons and other important items to simplify and improve the setup process.
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After you complete the initial step-by-step fitting and setup procedures, the app’s algorithm assigns hearing profiles or programs. Like the Sony E10, the new C20 offers 6 hearing programs for different listening situations. People with relatively the same level of hearing loss across frequencies (i.e., a “flatter” hearing loss where their audiogram resembles a straight line) might benefit from the CRE-C20's added lower frequencies and closed-fit sleeves that can provide a richer, fuller listening experience. Sony's CRE-C10 model, in contrast, has slightly less low-frequency amplification than the C20. However, this basically boils down to sound preference; all three Sony models should help most people with perceived mild to moderate hearing loss.
The remote control section of the app for the CRE-C20 also includes a handy volume adjustment and sound balance (bass and treble). In Sony’s previous C10 and E10 hearing aid models, these are temporary adjustments, but in the C20 you can retain the adjustments for later use.
The CRE-C20 hearing aid kit includes four sizes of new closed sleeves designed to fit snugly into the ear canal and improve comfort and retention. Wax guards are also included in the C20 package—a great addition given that malfunctions due to receiver ports clogged with earwax are almost an eventuality for many in-ear devices. WSA said they are placing more emphasis on consumer education in hearing aid care and maintenance, which HearingTracker has frequently cited as one of the most important issues relative to OTC hearing device longevity and subsequent value for consumers.
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Sony-WSA partnership and CRE-C20 availability
The launch of the CRE-C20 represents the first extension to the Sony OTC product line since Sony and WSA partnered to announce the launch of their CRE-C10 and CRE-E10 devices in 2022. WSA is one of the “Big 5” worldwide hearing aid manufacturers, making prescription hearing aid brands like Widex, Signia, and Rexton and also owning HearUSA, Hear.com, and TruHearing. The partnership marries Sony’s consumer worldwide brand-recognition and distribution power with the hearing aid technology and manufacturing expertise of WSA.
The new FDA-cleared Sony CRE-C20 hearing aids will be offered starting today at Sony.com, Amazon, Best Buy online and in-stores, Walmart.com, and CVS.com, as well as Hear.com and select hearing care professionals and insurance plans. The C20 is also eligible for FSA/HSA funds. They come with a risk-free 45-day trial period (60 days at Best Buy) and a 1-year warranty.
“Our sales strategy isn't just to sell to everybody; it's also to make sure that we're selling into a point of distribution that in some way supports the consumer journey and also aligns with the experience that we want the consumer to have,” says Coughlin.
For more information on the Sony CRE-C20, please visit the Sony website.
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