Mr. Canevaro is based in Log Angeles, and is responsible for driving forward and implementing the apt-X licensing business strategy within the consumer electronics, mobile and broadcast industries. Prior to joining APTX, Mr. Canevaro spent 6 years with SRS Labs; he has also held various management positions with AOL Time Warner and CMGi.
Q: How did APTX form its relationship with APACHE Korea
A: APTX and APACHE Korea have a similar customer focus. That combined focus has helped us better understand what the major players in Korea were seeking in relation to wireless audio. It became apparent that the size, capabilities, and capacity of Apache would suit APTX and our needs in the Korean market. As the largest distributor of CSR's Bluetooth chips in the region, APACHE clearly knows the players. They are wellestablished and respected, and could assist us in reaching the right people at the highest levels. In return, Apache can add a seasoned audio design house to its menu of services, and supply not just chips to these OEM's - Samsung, LG, ReignCom, and so on - but also additional IP to its products, creating a one stop shop mentality for its customers. Lastly, it gives us feet on the street and keeps APTX in the conscience of the relevant decision makers and engineers.
Q: What factors led APTX to choose the Korean market as its next target market
A: We are really excited about the potential this market creates for us as a company. APTX had its first foray into the Korean market some years back with a wireless HTIB [home theater in a box] system from Samsung. However, that relationship was really at arm's length since they were buying chips from a company called Open Solutions to service wireless speakers for this product. Obviously, no one can ignore the sheer success the Korean OEM's are having in the mobile and CE space, and with that it became apparent that APTX needed a more dedicated focus there. As these device makers included Bluetooth in more and more of their products, the need for higher quality audio became greater, and the response to our technologies has been amazing. Aligning ourselves with an LG or Samsung - or any of the well respected accessory makers - will further cement the APTX brand and name in the market.
Q: What is the first product that will use APTX's technology in the Korean market
A: In this global marketplace, we don't envision too many products shipping into Korea alone. Since we have licensed to Creative, Motorola, Sennheiser, Shure, and others like Bluetooth headset makers JayBird and iSkin, it is hard to say exactly when or where these products will be shipped, as many of them have worldwide distribution. I should add here that APTX's low-latency audio codec technology apt-X - is already heavily deployed in broadcast equipment - audio codec units - that was installed by Korea Telecom [KT] to provide studio audio transmission services over ISDN/E1/T1 links for Korea Broadcasting System [KBS], Seoul Broadcasting System [SBS], and others.
