American Technology Corporation Announces Latest Model of Its Award-Winning HyperSonic Sound Directed Audio Technology; Compact, Affordable HSS H450 Features Multiple Enhancements
SAN DIEGO--(Business Wire)--May 18, 2005--
American Technology Corporation (ATC) (NASDAQ:ATCO), a leading innovator of proprietary sound reproduction technologies and products, today announced the latest model of its patented, award-winning HyperSonic Sound(R) (HSS(R)) technology. The affordable, easy-to-install HSS H450 directed sound system features enhanced performance at half the price of previous models. The H450 is now available to order through authorized resellers with an MSRP of $699.00 (U.S.).
HSS is revolutionary directed sound generation technology that broadcasts audio content directly to an intended audience, focusing sound in an extremely tight beam. HSS technology uses highly directional ultrasonic columns to provide extremely accurate control of sound placement. While operating in Direct Mode, HSS provides private listening for an individual by focusing and restricting sound to a specific location. In Virtual Mode, HSS creates a virtual speaker by projecting sound towards a surface causing listeners to perceive the sound source as originating from that specific location.
"Based on customer feedback, we've made significant product enhancements to the new HSS H450. As a result of component changes and manufacturing engineering, this new model is being introduced at half the price of previous HSS models. The H450 enables entry into many new markets and allows more aggressive penetration of our primary market, the growing digital signage industry," said Bruce Gray, vice president of ATC's commercial products group. "The small, feature-rich H450 showcases our proprietary HSS technology in a simple, efficient design that is louder, warmer and more robust than previous models."
Additional features of the H450 include the ability to choose a desired equalization setting for optimal performance and output quality, and multi-unit grouping capability. The HSS H450 directed sound system enables digital signage display and network providers, retail merchandisers, financial service providers and point-of-purchase displays to target and capture customer attention for advertising, messaging and branding.
ATC will be demonstrating the new HSS H450 in Booth #204 at the Digital Retailing Expo, being held May 18-19 at the Navy Pier Exhibition Center in Chicago.
About American Technology Corporation
American Technology Corporation is Shaping the Future of Sound(R) by developing, manufacturing and globally distributing its proprietary sound technologies and products which include: the award-winning HSS(R) (HyperSonic(R) Sound technology), LRAD(TM) (Long Range Acoustic Device), NeoPlanar(R) planar magnetic technology and others. The company is establishing a strong portfolio of patents, trademarks and intellectual property, including over 200 U.S. and foreign patents and patent filings to date. For more information on the company and its technologies and products please visit our web site at www.atcsd.com.
Safe Harbor statement under the Private Securities Litigation Reform Act of 1995: Except for historical information contained herein, the matters discussed are forward-looking statements within the meaning of Section 21E of the Securities Exchange Act. You should not place undue reliance on these statements. We base these statements on particular assumptions that we have made in light of our industry experience and the stage of product and market development, as well as our perception of historical trends, current market conditions, current economic data, expected future developments and other factors that we believe are appropriate under the circumstances. These statements involve risks and uncertainties that could cause actual results to differ materially from those suggested in the forward-looking statements, including but not limited to the acceptance of our new H450 product by customers and resellers, changes in the sound reproduction industry, technology shifts, potential technical or manufacturing difficulties that could delay products, possible government regulations, warranty or other claims, general economic and political factors which influence buying decisions, and other risks identified and discussed in the our filings with the Securities and Exchange Commission. These forward-looking statements are based on information and management's expectations as of the date hereof. Future results may differ materially from our current expectations. American Technology Corporation disclaims any intent or obligation to update those forward-looking statements, except as otherwise specifically stated.
ATC Commercial Products Group Darci Beauchamp, 858-679-3112 darci@atcsd.com or Investor Relations: Robert Putnam, 858-679-3168 robert@atcsd.com or Media Inquiries: Don Mathias, 949-855-4520 dwmath@aol.com
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Yes, this new version of the product lowers one of the main barriers to mass introduction, and raises the bar for any would be competitors.
IBD had a piece on Monday, about the need to innovate for companies.
ATCO certainly does that.
This is another promise kept by ATC, that is, that they could, and would lower the price point for HSS.
They project that a few years out, they can drop the price point, even more.
Best,
S. |
