Bragi lets go of its hardware business, to focus on software

Bragi is transitioning into becoming a company that is focused on AI, software and patent licenses. Sources confirm the company is now said to be moving away from its claim-to-fame headphones business which was a huge head turner back in 2014.

The company has made comments in the past which have hinted at such a move. Bragi’s future in hardware was uncertain right from the outset. Its products have been great but they were perhaps a bit ahead of its time. For instance, its Dash earbuds introduced the concept of wireless earbuds at a time when people were not inclined to go for such an experience. Over time, Dash was eclipsed by popular wireless earbuds like Apple’s AirPods and Gear IconX. It had been fighting stiff odds against these heavyweights in the market.

Commenting on the move, Bragi’s CEO, Nikolaj Hviid said: “Bragi's technology suite is applied beyond our own products to partners and headphone brands. The Dash Pro featured groundbreaking ultra efficient AI and software that could be updated with new features such as Amazon Alexa, language translation and personalized hearing. With the sale of our product business, Bragi has completed its transformation into a software, AI and IP licensing company.”

The transformation into a software-focused company will give Bragi a fresh lease of life. It’s likely that the company has sold the rights to its headphone products to a better suitor. The users of Bragi’s devices will still be able to access support as the company moves on.