The world of Widex

The power of cONSUMER lABELs

#05

2012 www.widex.com

Printed by RD / 2012 9 502 2886 001 #01 ¡9 502 2410 001E¤ ¡#01v¤ DEAR READERS

Many companies talk about doing something for the environment, but only

PB a few actually act on it. At Widex, our investment in alternative energy Listen – The world of Widex sources led us to be included in the exclusive club of WindMade Pioneers - the first companies in the world to receive a new global consumer label for wind energy. This is not only an investment in our common future – it also makes good business sense, as you can read in our article about consumer labels. Brand muscle: consumer labels can be powerful persuaders when it comes to choosing Widex is truly a global company, with 3,000 employees around the world brands. The LISTEN cover story and a large network of dedicated people working with us; the world of in this issue looks at the increase and effects of consumer labels. Widex is a happening place, and LISTEN keeps track of the many exciting initiatives – from the Widex Marathon Team running through volcanic ash in the Andes to hearing care professionals fitting hearing aids in Fiji and the Faroe Islands.

Our passion is hearing and sound, and we like to take a look at these sub- jects from a different perspective. In this issue, we go behind the scenes of the famous Pinewood studios in England to speak to Foley artists who are Managerial Editor specialists in making sound effects for radio and film - sounds that, just as Peter Hentze Knudsen in the real world, many people take for granted. [email protected]

Editor At Widex, we know how important sound is for people’s well-being. This is Jeanette Blom why we are particularly proud to introduce two of our latest products, the [email protected] Widex SUPER power hearing aid for people with severe to profound hear- ing loss, as well as our new IIC, a truly invisible model that sits deep in the Writers ear canal and delivers exceptional sound. Andrew Somerville [email protected] Julie Bauer Larsen Finally, it’s always rewarding to hear from people who have benefited from [email protected] our products. In this issue, you’ll meet people who are outstanding exam- Isabella Y. Jespersen ples of leading an active and full life with a hearing loss. [email protected] Robin Miller [email protected] We hope you enjoy this latest issue. We are always glad to hear from our Simon Brookes readers, so if you have any comments, drop us a line at [email protected] [email protected]

The Editorial Team Graphic Design Marianne Kim Noel [email protected]

Translation Lærke Christensen [email protected]

2 Listen – The world of Widex Widex around the world

Society 4 A dream to help every child 48 Foley – the original natural sound expert 60 Fit for life 62 Life with sound

Research and technology 6 Making more of the world accessible 14 The power to hear 16 Always bring the weather with you 64 Heard not seen

People 12 Sailing through adversity 18 Racing with passion 38 Going for gold

Trends 22 The power of consumer labels 32 The future is tailor made

Science and health 28 You can have your cake and eat it

Widex around the world 34 Fabulous France LISTEN in Uganda: On the left, one of the stars of an earlier issue of LISTEN, Mercy from Uganda, 42 Fearless and wireless poses with a copy in front of her school. Also pictured is Dutch audiologist Roland Zweers, whose generosity and good spirit helped Mercy with her hearing loss. On the right, Mercy and 46 From Budvar to budding business friends outside her school. 52 Some enchanted islands 56 Like running on the moon

Listen – The world of Widex 3 Society

A dream to help every child

In India, hundreds of hearing impaired children have been Life changing experiences provided with Widex hearing aids to help them develop the The children face multiple challenges due to their hearing loss; best possibilities for their futures. The hearing aids come from many have not developed normal speech abilities, and this has Juvenile Organization of Speech and Hearing (JOSH), a non- kept them from participating fully in the educational system. governmental organization co-founded by a local ENT Surgeon This changes dramatically once they are fitted with a hearing and audiologist, Devangi Dalal. This year, her commitment to aid and receive additional training from JOSH. the hearing impaired is to be rewarded by the American Acad- emy of Audiology (AAA). “Most of the children have experienced ridicule from society due to their way of speaking,” says Devangi Dalal. “Therefore “My dream is to help every Indian child with a hearing im- we focus on preparing the children for public speaking once pairment grow into a strong and competent human being,” their hearing improves. We hold small competitions to mo- explains Devangi Dalal. “We founded JOSH to be able to raise tivate the children and it is amazing to see their confidence funds for hearing aids and education for children of less privi- grow.” leged families, and I am so happy to see the children develop their speech and other skills,” she says. Raising awareness Another challenge for the children and their families is general Devangi Dalal co-founded the organization with her colleague, ignorance about hearing loss in society. In India, children’s Senior ENT Surgeon Dr. Jayant Gandhi in 2004. Since then, hearing is not usually examined and it can therefore take some more than 300 children from three special schools in Mumbai time before a hearing loss is detected - and even longer before and Gujarat have been fitted with hearing aids provided by Wi- it is treated. This ignorance can also result in stigmatizing hear- dex. The hearing aids, which make it possible for the children ing impaired children since the condition and its consequences to develop at the same pace as their normal hearing peers, can be mistaken for a mental disability. would have been inaccessible for the families without the help of JOSH. “By bringing knowledge to the local communities via the schools, the children and their families, JOSH helps make the way for less prejudice in the future. Hopefully, a greater awareness of hearing loss can also lead to more children being diagnosed earlier in their lives, thus making it easier for them to overcome their challenges,” explains Devangi Dalal.

“My dream is to help every Indian child with a hearing impairment grow into a strong and competent human being,” says Devangi Dalal.

4 Listen – The world of Widex Society

Humanitarian award This year, Devangi Dalal will receive the AAA Humanitarian About the AAA Humanitarian Award Award from the American Academy of Audiology in honour of The American Academy of Audiology (AAA) is the world’s largest her commitment to the underprivileged children in her com- professional organization of, by, and for audiologists, with more munity. than 11,000 members across the world.

“It is just a great feeling to receive an award for humanity as The AAA Humanitarian Award is given to an individual who has made a direct humanitarian contribution to society in the realm this is very much part of Indian culture. I always desire to do of hearing. Candidates should have demonstrated direct and something for my country and I am proud to be the first Indian outstanding service to humanity in some way related to hearing, to get this award,” Devangi Dalal says. “My belief is that hear- hearing disability, or deafness. ing impairment should never be considered a handicap and I am so glad to see that the number of hearing impaired children The awardees are honoured at the AUDIOLOGYNOW conference passing the tenth grade is up more than 70 percent since we (AAA) attended by over 10,000 professionals from all over the world. founded JOSH”.

Listen – The world of Widex 5 Research and technology

Photograph: Getty Images Getty Photograph: 6 Listen – The world of Widex Research and technology

Making more of the world accessible

Listen – The world of Widex 7 Research and technology

Anyone who has used the drive-through lane of a fast food restaurant knows how garbled the voice coming from the speakers can sound. Did they repeat your order correctly? How much is the total? Much like Charlie Brown listening to adults in the cartoon, you can hear the noise but can’t quite make out the words.

If you have hearing loss, many of the world’s speaker systems used throughout Norway, Sweden, Denmark, and the Nether- may often sound just as distorted, especially in noisy rooms or lands, hearing loops are now generally available everywhere in large spaces with poor acoustics. Even if special earphones from post office ticket windows to places of worship and the are available, who wants to check out, wear and return the back seats of taxis. bulky equipment? It’s no wonder those devices aren’t used very much. In the U.S., where hearing loops are still less common, a na- tional task force formed by the American Academy of Audiol- The good news is that magnetic hearing loops, also known as ogy and the Hearing Loss Association of America, is working induction loops, can help you to hear more clearly and suc- to educate consumers and audiologists about the technology. cinctly in stores, banks, museums, churches, subways, audito- The task force’s goal is to encourage loop installation in more riums, airports and other public places. Using simple technol- public venues. One recent success was the announcement that ogy that transmits sound wirelessly directly into most modern the New York City Transit Authority is installing hearing loops hearing aids and cochlear implants, hearing loops are already at 488 subway information booths. bringing clearer hearing to millions of people across Europe, in some pockets within the U.S., as well as scattered locations Audiologist and hearing loop advocate Juliette Sterkens throughout the world. For example, a popular cinema chain compares the initiative to the widespread availability of other in New Zealand proudly promotes the fact that it has hearing high-tech forms of wireless communication, “How good is your loops in all of its theatres, while loops have been installed at laptop unless there is Wi-Fi everywhere?” she asks. “This tech- GO Transit counters at Union Station in Toronto. nology opens more of the world to people with hearing loss. It should be just as prevalent.” The wire that is changing the world A hearing loop is a thin strand of copper wire, typically in- Loops dramatically improve hearing accuracy stalled on the floor around the perimeter of a room. It sends Rosemary Smith, PhD, RN, who wears Widex FUSION hearing sound signals directly from a public address or audio system aids, is dean of the large College of Nursing at the University to the tiny telecoil (T-coil) receiver that is already installed in of Wisconsin, Oshkosh. Her profession demands that she use most digital hearing aids and cochlear implants. the best hearing technology available. “Any and all assistive listening devices are imperative to my performance, accuracy The wearer hears only the sounds coming directly from the in what I hear and ultimately quality outcomes from my work,” microphone. Frustrating background noise is eliminated. The she explains. T-coil, also used to enhance telephone listening, basically transforms hearing aids into personal loudspeakers, delivering “Frequently in large rooms without hearing loop technology, sound customized for the user’s hearing loss. I must sit very close to the speaker and read lips. Most sound from a typical microphone is muffled or garbled. Hearing loop Proponents equate hearing loops to wheelchair ramps because technology at professional meetings has made a major differ- they make the world more accessible for people who are so- ence for me in terms of clear delivery of sounds and words. I cially isolated because of their hearing loss. T-coils have been am confident of what I hear, and can more readily participate in hearing aids for nearly half a century. But programming and in discussions.” activating the sensor became much easier with the advent of digital hearing aids. As a result, the technology is finally grow- Juliette Sterkens comments that Rosemary’s experience ing in popularity. Mandated in the United Kingdom and also is typical of her patients. “Not being able to hear in large

8 Listen – The world of Widex Research and technology Photograph: Getty Images

T-coils are useful in large public places such as train stations.

meeting rooms or at church, for example, gets worse as we hearing loops, they can suddenly hear better than the normal get older. While today’s digital hearing devices are great at hearing person sitting next to them!” She adds that, “They are enhancing hearing in conversational settings, the change in also surprised to find out that a T-coil has been in their hearing speech processing is not something we can fix with hearing aids all along, and that all it needed was activating!” aids alone. Hearing loops make hearing devices better, through technology that is simple to use, universal and in many cases An improvement in quality of life easy to install.” When you’re in a venue equipped with a hearing loop, and you are wearing an aid equipped with a T-coil, all you need to Juliette works to popularize hearing loop technology through do is flip a switch from microphone (M) to telecoil (T). Several her audiology practice in Oshkosh, Wisconsin, and educates hearing aids also offer simultaneous settings (MT). T-coils audiologists across the U.S. about this technology. “The results require no power, so you don’t need to worry about using up are amazing,” she says. “My patients often report that with the your batteries faster. And you no longer have to move closer

Listen – The world of Widex 9 Section headline

Photograph: Getty Images Getty Photograph: 10 Listen – The world of Widex Research and technology

to the speaker, wear conspicuous equipment or give up on understanding. All you need is to activate your T-coils to bring the sound directly into your ears. DEX: high performance wireless listening at home and on the move “We talk about making America a better place for our Using breakthrough WidexLink digital wireless transmission ageing population to live. We want people to stay con- technology, DEX assistive listening devices allow you to con- nect your hearing aids to your TV or mobile phone, much like nected. This is how people can continue to go to lectures hearing loops connect them with PA systems. DEX devices … to their granddaughter’s wedding … to the funeral of make it easier to hear in challenging listening situations such as a dear friend … and hear everything that is said into the watching television, listening to music or using a mobile phone. microphone,” says Juliette. M-DEX: If you wear Widex Passion or CIC (Completely-in- Canal) hearing aids, they may not have built-in T-coils due to Rick Molinski, who also wears Widex FUSION hearing aids, their small size. The M-DEX features an integrated T-coil, which almost gave up on going to church before discovering allows you to take full advantage of loop technology. It is hearing loop technology. “I was getting very frustrated designed to reproduce phone conversations directly into your because I couldn’t understand what the pastor was say- hearing aid and is compatible with most mobile phones. Peo- ing,” he recalls. “With the loop, I can once again hear the ple also really enjoy the M-DEX’s “Room Off” feature, which songs and the sermon.” lets you temporarily turn off your hearing aids’ microphones so that you only hear the phone conversation.

How to take advantage of hearing loop technology TV-DEX: Yes, it is possible to hear a TV programme without If your hearing aid has a push button, chances are good blasting the volume uncomfortably high for others in the room. that it has a built-in T-coil, but you’ll want to call your audi- TV-DEX is like having a hearing loop installed in your living ologist to make sure. If the T-coil is not in your hearing aid room. You’ll get high quality audio streaming directly into your hearing aids. Just connect a stereo audio cable to the audio itself, your audiologist can also tell you if it can be added input port on the back of the TV-DEX base and the audio to your hearing aid. output of the TV. While TV-DEX works best when you wear the remote around your neck (that way, you can move around the Today, an increasing number of audiologists sell hearing room and get excellent TV audio), you’ll still get good results loops. The larger loops meant for bigger venues must if the remote is within 1 metre of your hearing aid. And here’s meet certain quality standards, and should be installed by a fabulous feature: If you get a phone call while watching your favourite programme, and both your M-DEX and TV-DEX are qualified audio or electrical engineers. Most venues can within range, your TV-DEX will disengage while the M-DEX install one of these larger hearing loops for no more cost rings in your ears. When you hang up from the call, TV-DEX than a single pair of high-end hearing aids. will automatically re-engage so that you can resume watching TV. Hearing loops are available wherever you see the blue RC-DEX: This is a stylish and intuitive remote control that uses hearing loop logo. Look for the ear symbol with the diago- wireless technology to manage your hearing aids’ volume and nal bar and the letter T. programs. As features are activated, verbal or tone cues let you know. An LED indicator on the remote control also shows “People who can’t hear will stop going to lectures, to when it is activated. school, to church. We can’t let that happen,” says Dr. Sterkens. “This blue logo needs to be as pervasive as the You can learn more about DEX technology and features by visiting widex.com universal handicapped logo and restroom logos.”

For additional information about hearing loops, visit www.hearingloop.org

Listen – The world of Widex 11 People Photographs: Peter Soegaard Peter Photographs:

Diogo sailing under the Widex banner.

12 Listen – The world of Widex People

SAILING THROUGH ADVERSITY When Diogo Pinto was eighteen months old, he developed mononucleosis, resulting in permanent damage to his hearing. But with help from Widex, he now enjoys life as a teenager with an extraordinary talent for sailing.

In 2011, Rungsted Havn in Denmark was the setting for the Today, Widex Portugal is Diogo’s main sponsor when he sails. Snipe Junior World Championships. At the time, 16-year-old He describes the world championships in Denmark as the peak Diogo Pinto had been sailing a snipe – a small racing din- of his career so far. ghy – for just five months, but together with a good friend he nonetheless managed to gain a fine 14th place. Realistic dreams Although Diogo has an impressive talent for sailing, it is not Diogo’s hearing impairment means he can hear just 70 dB in where he sees his future. each ear and he has a long history of visiting ear specialists, hearing specialists and speech therapists. “Sailing is fun and very intense,” he says. “It requires tactics, strength and stamina to be out on the water all day. But it is “It took a long time for the doctors to work out what had hap- not something I expect to make my living at in the future. So pened to my hearing,” says Diogo. “It wasn’t until my father I work hard in school because I hope to become an engineer took me to a university professor when I was two years old one day.” that something was done about it. He referred us to Widex Portugal, for which I am very grateful.”

Only Widex Since then, Diogo has only used Widex hearing aids and he doesn’t want to use anything else.

“The hearing aids helped me to learn to speak and thanks to that I have been able to do well in school,” he says.

“The only downside of my hearing aids is that they can’t toler- ate salt water, so I can’t wear them while I’m sailing. But we discuss the strategy carefully before we head out – and once the competition is underway and we are sailing at full speed, you can’t really talk anyway.”

The young sailing talent with his proud father

Listen – The world of Widex 13 Research and technology

THE POWER TO HEAR

The new power hearing aid from Widex finally gives “Users with severe to profound hearing loss are dependent on people with severe to profound hearing loss the ad- their hearing aids and use them almost around the clock,” says vantages of RITE technology. Hanne Andersen, a product specialist at Widex. “We know for example, that some parents of young children keep their hear- Try to imagine a world in which you cannot communicate with ing aids on at night so that they can hear their children. And other people. It’s difficult isn’t it? Being able to communicate they must be able to use them even if it’s very windy or pour- with the people around us is both a necessity and one of life’s ing rain outside. It is consequently important that their hearing fundamental pleasures. Unfortunately it is not always easy for aids are comfortable and that they can use them all the time, everyone – for example, if you suffer from severe to profound whatever the weather.” hearing loss. Better audibility Widex has always tried to ensure that hearing loss – no matter A typical problem for people with severe to profound hearing how serious – should never be an obstacle to living a full and loss is that they can only hear low-frequency sounds. This is active life. That’s why the company’s R&D staff rolled up their like only being able to hear the double bass and the bass drum sleeves a couple of years ago and started work on a new hear- in a symphony orchestra and not the sound of the violins and ing aid designed especially for people with severe to profound flutes. With SUPER, audibility is improved not just by rein- hearing impairments. forcing low-frequency sounds but also by introducing a new, ground-breaking type of audio channel in the earmould called The result is SUPER. the “Output Extender”.

Small yet powerful “SUPER with the Output Extender is stronger in the low- SUPER is a highly powerful RITE (Receiver-in-the-ear) hear- frequency range than any other modern hearing aid on the ing aid. This means that the speaker fits directly into the ear, market, while also being one of the smallest available,” says allowing the hearing aid to be very small and attractive in Hanne. appearance. With SUPER there are also better possibilities to hear high-fre- One of the challenges in developing a super power hearing quency sounds, such as children’s voices or birdsong, thanks aid is the difficulty of ensuring strong enough amplification to the well-tested Audibility Extender function. The Audibility without causing feedback. But thanks to the ground-breaking Extender makes it possible to “shift” high-frequency sounds technology in SUPER, this problem has been considerably that users cannot hear to an area where they can actually be reduced – making it a milestone in hearing aid technology. heard. SUPER is the first super-powerful hearing aid to feature this function. And the unique sound quality combined with its tiny size, also makes SUPER comfortable to wear – vital for those users who SUPER also has a number of listening programs designed for want to use their hearing aid all the time. various everyday situations. And for those who have trouble

14 Listen – The world of Widex Research and technology

getting used to the sound of a new hearing aid, using the so- called “Classic” program during the transition period allows MORE POWER FOR LONGER the hearing aid to treat the sound in the same way as older Strong amplification requires a lot of power. And although SUPER hearing aid types. is a small hearing aid, it still has room for a large battery (type 675). This provides many hours of use without battery changes Exciting new possibilities and interruptions. SUPER naturally includes Widex’ new wireless technology, WidexLink, which opens up a wealth of possibilities to make life easier and more fun. With the help of Widex’ DEX wire- less assistive listening devices (see article page 11), you can for example stream TV and audio sound straight to your hearing aids – a possibility that many people with severe to profound hearing loss have been waiting for for a long time.

SUPER combines the latest technology with a minimalist, timeless design and a number of well-designed functions that make it one of the best hearing aids on the market for people with severe to profound hearing loss.

Listen – The world of Widex 15 Research and technology

Rainy weather can be a challenge for hearing aid users due to wind noise and moisture.

16 Listen – The world of Widex Research and technology

ALWAYS BRING THE WEATHER WITH YOU The unique WeatherCover in SUPER leads the fight against moisture, wind and rain.

For hearing aid users, the things the rest of us take for granted The first place to start was the mechanics of the hearing aid can sometimes be a challenge. Take the weather for instance. itself. According to Widex Design Engineer Claus Jensen, a We all like to complain about it but imagine how inconvenient whole host of factors needed to be considered when designing it can be for hearing aid users – wind, rain, sleet, snow are an- what would become the WeatherCover. noying at the best of times; for them, it can mean the differ- ence between staying in or going out. “We needed to take into consideration the size of the hearing aid, production costs, moisture intake to the microphones, the Water and moisture can have serious consequences for hear- rigidity and decoration of the components – as well as the fact ing aids. Sound can be affected, the hearing aid can stop that the microphone cover has a large impact on the appear- working intermittently and in extreme cases, the microphone ance of the hearing aid,” he says. “So finding the best com- or receiver can be destroyed. promise was a challenge.” Once they cracked the design, the WeatherCover was treated with a nano-coating to enhance its For hearing aid users, wind noise and moisture are particularly moisture resistance. challenging. Technical Team Leader Lars Bækgaard at Widex explains: “Wind noise corresponds to very high sound pres- While wind noise can never be eliminated completely, “the sure levels, and hence tends to overload the input – essentially effects of wind flow along the hearing aid casing can be blocking the real acoustic signals one needs to hear. Moisture significantly attenuated for the benefit of the user,” says Lars is a constant threat to the lifetime of the hearing aids. Fluid like Bækgaard. “We have come a long way with the WeatherCover rain, moisture, condensation and so on, will enter the micro- in SUPER. Most likely wind noise can be attenuated even more, phone openings and affect the gain and frequency response.” but at some point the additional effect for the user is too insig- nificant and may not be worth the effort.” It was with this in mind that Widex set out to find a solution so users could make the most of their hearing aid no matter what the weather. In conjunction with the construction of the latest power hearing aid, SUPER, Widex engineers began developing a microphone cover that could not only withstand the ele- ments but also reduce wind noise.

Listen – The world of Widex 17 People

Photograph: Nick Schleitwier/www.redlinephoto.com Schleitwier/www.redlinephoto.com Nick Photograph: 18 Listen – The world of Widex People

RACING WITH PASSION Champion road racer reveals how new hearing technology has changed his life and career.

Listen – The world of Widex 19 People

Jason Farrell has raced motorcycles since he was just three years old, and dealt with hearing loss for nearly as long. “Back then, we didn’t realize that the loud noise from the bikes would Jason’s skill and determi- damage our hearing,” he recalls. “But by the time I was in nation made him one of kindergarten or first grade, my hearing was noticeably worse the foremost road racers especially on my right side.” in the U.S. Growing up, he recalls the embarrassment of being the “guy who wears hearing aids”. “While the classmates I’d grown up with treated me well, it was harder in high school. When I moved to a new town as a teenager, it took forever to make friends. Some kids didn’t even want to associate with me.”

Through it all, Jason pursued his passion for racing motorcy- cles. “It was the one thing I had going for me. I became one of the fastest and best road racers in the U.S. I truly believe my hearing loss shaped who I am today.”

In tears Now in his 30s, Jason has come to understand the full impact of his hearing loss. As a young adult he had some poorly fit- ting hearing aids, but after losing one he decided to try going through life without them. “That went on for six years and it affected me badly. I started my company, Speed Tech Motor- sports, in 2003 and discovered that just communicating with my customers was difficult. I always had to look directly at them. I knew I wasn’t getting a lot done but I didn’t realize how much I was missing until I was fitted with my digital CLEAR Passion hearing aids.”

Jason was stunned when his audiologist first let him sam- ple this breakthrough technology in her office. “I could hear her speak when she stepped around the corner. I thought to myself, “This is how good it is supposed to be?” I was in tears when she stopped the demonstration because I didn’t want it to end.” He couldn’t wait to have his own pair. Photograph: Nick Schleitwier/www.redlinephoto.com Schleitwier/www.redlinephoto.com Nick Photograph:

20 Listen – The world of Widex People

When that day arrived, Jason enthusiastically describes the were saying! I’d laugh at jokes that I hadn’t heard just to try to experience as life changing. “The sound quality is unbelievable! fit in. Or I’d automatically pull myself out of the conversation. I It’s not just amplified like the old technology. It’s so crisp and was shut out of so many things in my life. My hearing aids help clear. The fit is also great. These aren’t big and clunky like my me be more a part of life, every second of my day. I don’t ever old ones.” want to be without them.”

Excited, he started keeping a list of all the things that he could Read more about Jason Farrell at now hear. That list soon had more than 50 entries. “Music www.orionmotorsports.ca/us/fRiders.htm became brand new to me again. I’d think I was hearing a new version of an old song because I’d never heard the background vocals or instruments before. Also, I had never heard soda fizz- ing, the clicking of my car’s turn signal, or the sound of snow splashing up on my tires.”

Jason remembers sitting in the living room before getting his new hearing aids, dividing his attention between the TV and the clock while waiting for his pizza to finish baking. “I’d start to smell the food burning and have to race into the kitchen. Now, I can focus on the TV and just listen for the timer to go off.”

Heard everything He laughs when he talks about the first time he came to work wearing his CLEAR Passion hearing aids. “I heard every CLEAR wins prestigious design award squeaking door and chair! The first thing I did was grab a can CLEAR is the latest premium hearing aid from Widex. Using wire- of oil and start lubing everything in the shop!” less technology, CLEAR hearing aids can communicate wirelessly with each other - just like two ears do. In 2011, CLEAR received in- He’s also started teaching a road race school. “That’s some- ternational acclaim together with the wireless accessories TV-DEX thing I never could have done without these new hearing aids. and M-DEX (see article page 11) by winning the iF Product Design There is no way I could have heard questions from people in Award. the back of the classroom.” The iF Product Design Award, founded in 1953, is internationally recognized as one of the most important awards for innovative When asked how his quality of life has changed, Jason be- product design. comes reflective. “Before, just being part of a conversation was an effort. I had to concentrate so hard on what people

Read more at www.ifdesign.de or www.widex.com

Listen – The world of Widex 21 Trends

Photograph: Marc Fluri Marc Photograph: 22 Listen – The world of Widex Trends

THE POWER OF CONSUMER LABELS

As the demand for products made with clean energy has increased, so too has the importance of ethical consumer labels. Now more than ever, consumers have the power to choose, giving companies an added responsibility. Widex has met this challenge, receiving the world’s first consumer label for wind energy, WindMade.

Listen – The world of Widex 23 Photograph: Marc Fluri

24 Listen – The world of Widex Trends

Increasingly, consumers are not just making informed decisions are certified by a third party and this allows consumers to when purchasing products, but they are also expecting com- trust the brand they are purchasing. “It is central to consumer panies to behave in an ethical way. This means that they can confidence that consumer labels are third-party certified,” says be a powerful force for change, with the potential to reward or Niels Kornum. “A good example of this is the Danish Ø label punish companies depending on their ethical behaviour. [which stands for ‘organic’] that we know has had enormous impact because it is government controlled. That creates confi- However, faced with a bewildering array of choices, it can be dence among consumers.” difficult for most consumers to know which brands to trust. Consumers can only make the most of their market power and Public and private make informed decisions if companies clearly label their prod- The more successful labelling schemes are the result of public ucts – and if there is some form of standardization. and private enterprise working together. The UN Global Compact for example, brings together over 6,000 businesses This makes the importance of clear labels extremely relevant, as well as governments and other organizations, in the aim of according to marketing expert Niels Kornum from Copenha- advancing sustainable business models and markets. gen Business School in Denmark. “The consumer’s decision process is becoming more and more complex,” he says. “We In the same vein, a new scheme to promote companies that are bombarded with choice that we need to act on when buy- use wind power has recently been initiated. WindMade is the ing – be it about quality, process, service and so on. We can first global consumer label identifying companies that use add to this other parameters like ecology, animal welfare and wind power. Backed by the UN Global Compact and the World social responsibility for example. Consumer labels can help to Wildlife Fund, this independent non-profit organization works cut through this complexity.” to encourage private companies to incorporate environmental concerns in their business strategies. As the name indicates, Trusted labels the organization focuses on wind energy as one of the most Today there are over 100 different regional or national stan­ impactful sources of ‘clean’ energy. dards worldwide for organic products so it is vital that compa- nies make an impact with recognizable labelling. Prominent ex- The label was launched in November 2011, and Widex was amples include Fair Trade, which promotes more stable prices selected as one of the WindMade pioneers – an elite group of and better conditions for farmers and workers in developing global enterprises that are the first to become WindMade cer- countries. “The sales of Fair Trade goods are going well, espe- tified and which includes companies such as LEGO, Deutsche cially in countries such as the UK and Switzerland,” says Niels Bank, Motorola and Bloomberg. Kornum. “Another label that has broken through globally is the FSC label, which is growing slowly but steadily.” The Forest To qualify for WindMade certification, companies must be Stewardship Council or FSC is an international NGO, multi- able to document that at least 25 percent of their electricity stakeholder organization that promotes responsible manage- consumption is sourced from wind energy. With a windmill ment of the world’s forests. that supplies energy enough to cover more that 85 percent of its new headquarters’ energy consumption – including that of Labelling products clearly is one thing, ensuring consumer production – Widex is one of the good pupils in the class. confidence is quite another. Credibility is increased when labels

Listen – The world of Widex 25 Trends

WindMade provides a new opportunity for businesses to Good for the environment, good for business differentiate their products and services as environmentally Widex’ main concern when opting for wind energy was to preferred. According to recent studies, more than 60 percent reduce the cost of its energy consumption in the long term and of consumers would favour products made with wind energy.* to eliminate the use of fossil fuels.

“Consumer preferences drive markets, and those companies “By completely eliminating the use of fossil fuels, we be- that can adapt to demand are more likely to succeed,” explains lieve that we have created the best possible foundation for Angelika Pullen, Communications Director at WindMade. “La- the future – both as a company and as members of society”, bels such as WindMade provide guidance and transparency, stresses Richard Tøpholm, Manager at Widex and member of and serve as powerful communication tools.” the Board.

While the promotion of wind energy was not the primary reason for Widex’ investment, it is a good example of how eco- nomic, environmental and business concerns can go hand in hand. It is also an effective way of reinforcing the Widex brand, emphasizing that it is a company that doesn’t just talk but act.

THE WINDS OF CHANGE The windmill at Widex’ global headquarters north of Copenhagen produces enough energy to cover more than 85 percent of the building’s energy needs, including production.

By combining other features such as an energy storage system for heating and cooling the building, solar cells and installations for the collection of rainwater, the building is completely CO2-neutral and has attracted widespread acclaim as a prime example of an environmentally friendly building.

www.windmade.org Photograph: Marc Fluri Marc Photograph:

26 Listen – The world of Widex Trends

“Consumers don’t sit down and read long CSR reports,” says Niels Kornum. “A consumer label makes it faster and easier for consumers to make a decision. In that way, consumer labels are a good communication tool. The consumer label is a phenomenon that is here to stay.”

*(Source: TNS Gallup study (“Global Wind Study”) with approximately 31,000 respondents across 26 markets, June 2011).

Listen – The world of Widex 27 Science and health

Photograph: Martin Mathiesen Martin Photograph: 28 Listen – The world of Widex Science and health

YOU CAN HAVE YOUR CAKE AND EAT IT

In a recent issue of LISTEN, we revealed a magic list of food ingredients to help maintain your hearing. Today, we delve into the list once more – and the result is two delicious cakes to provide your body with important vitamins and minerals while adding a sweet touch to your daily life.

Listen – The world of Widex 29 Science and Health

Citrus cake Serves 8 persons

We use a combination of lemon and or- Ingredients for the icing: Add half the flour and stir until just ange juice in this citrus cake. The thin ic- 150 grams/5.2 ounces icing sugar combined. Repeat with remaining flour. ing hardens on top and adds extra citrus 30ml/1 fluid ounce citrus juice Mix in juice. flavour. The citrus ingredients provide you with vitamin C and the eggs give Baking time: 50-55 minutes at 170 de- Spoon mixture into prepared pan and you vitamin A. Both can help prevent the grees Celsius/338 degrees Fahrenheit spread evenly. formation of the so-called free radicals that form during noise exposure. Grease the side and base of a 20 cm/7” Bake until knife inserted into the centre diameter springform pan. of the cake comes out clean. The cake Ingredients for the cake: should spring back when lightly pressed 185 grams/6.5 ounces salted butter Beat butter and sugar until very pale in the centre. 190 grams/6.7 ounces sugar and creamy. Add the eggs one at a time, 3 large eggs beating for a few minutes after each ad- When cooled, remove cake from pan and 1½ teaspoon finely grated zest from dition. Add the zest with the last egg. ice with citrus icing. organic lemon and/or orange The butter, sugar, egg and zest mixture 185 grams/6.5 ounces flour should be pale and creamy. 1½ teaspoon baking powder 2.7 tablespoons (80ml) juice from lemon and/or orange Photograph: Martin Mathiesen Martin Photograph: Citrus prevents the formation of free radicals.

30 Listen – The world of Widex Science and health

Apple muffins Makes 12 medium muffins

The perfect afternoon bite with a cosy Baking time: 20 minutes at 200 degrees taste of apples and cinnamon. The ap- Celsius/390 degrees Fahrenheit. Other treats to treat ples are a source of manganese which your hearing aids in the formation of connectives Stir together flour, baking powder, sugar, In for a quick fix – grab a smoothie and a tissues and bones in the ear – this is also cinnamon and salt. handful of peanuts. necessary for the function of the brain and nerves. If you have low levels of In a separate bowl, stir together milk, A smoothie blended with banana, frozen strawberries and a drop of yogurt is a manganese, your chances of suffering egg and butter. Stir egg mixture into fine way to give your ears a little some- from tinnitus may increase. flour mixture just until combined. Fold thing extra. Strawberries are a great in chopped apples. Spoon batter into source of vitamin C and folic acid, while The eggs in the cake also contain prepared muffin cups and bake. dairy products contain vitamin B12 and manganese and vitamin B, which help magnesium. improve hearing by regulating the red Bananas and peanuts also contain folic blood cells – and vitamin D – for strong acid, which lowers the production of bones. homocysteines thought to be the cause of some types of hearing loss. Folic acid Ingredients: also boosts the circulation of blood to 2 cups flour the inner structure of the ear. 2 teaspoons baking powder 1/4 cup white sugar 1/2 teaspoon ground cinnamon 1/2 teaspoon salt 1 cup milk 1 egg, beaten 1/4 cup melted butter 1 cup apple - peeled, cored and chopped Photograph: Martin Mathiesen Martin Photograph:

Listen – The world of Widex 31 Trends

The future is tailor made

The future will bring major positive changes in the way phor, is an extra lens, the job of which is to compensate for hearing aids are tailor made for individual users. Three the scratches and distorted shape of the ‘hearing loss lens’. trends in particular could make a big difference to The hearing aid user sees the world through both lenses. To people with hearing loss, says Morten Nordahn, head construct the best possible ‘hearing aid lens’, we must there- of Audiological Research and Innovation at Widex. fore first of all understand how light is refracted by scratched and irregular lenses. In connection with the sound processing One of the most important goals in developing the hearing in hearing aids, this corresponds to a thorough understanding aids of tomorrow is to give hearing-impaired individuals a of how the ear works in general. sense of instant satisfaction when they receive their hearing aids – and the best possibilities for hearing and understanding The first trend is that great advances are currently being made in their everyday lives thereafter. The challenge is that peo- in the research world in relation to our knowledge of the inner ple are different and hear differently. But as the advances of mechanisms of hearing. The methods used to study this field research are brought to bear on a rapidly evolving technology, have recently evolved from laboratory studies into complex the sound reproduction of hearing aids is becoming ever more and accurate computer models of human hearing. These malleable, more customizable, more you. models enable scientists to explain phenomena that could previously only be observed. They can be used in hearing aid Customize your hearing aid development to design more efficient algorithms which result In the old days, people had to adapt themselves to technol- in fantastic sound quality – to the benefit of all hearing aid ogy. Interaction with the first computers was through the use users. of complex commands, and hearing aids were adjusted with a screwdriver. Now we live in an age in which technology is Trend number 2: Focus on the individual hearing loss increasingly adapted to individuals and their specific needs – Today, hearing aids are typically adjusted in conjunction with such as smartphones, with their many options to customize the an audiogram, which shows how far tones at various frequen- user interface and applications to the users’ needs and desires. cies need to be amplified to reach the threshold of hearing. There is still a long way to go and many challenges lie ahead In principle, you could compare an audiogram to the shape a before hearing aids can integrate seamlessly with the user, but quilt takes on when a child has hidden toys under it. By looking a number of trends are pointing in that direction – and the first at the overall form of the quilt, you can quickly gain an impres- products that can ‘learn’ the needs of the hearing impaired sion of how many toys are hidden beneath. Trained toy spot- through user interaction have already begun to appear. ters will also be able to tell with some accuracy whether it is the tricycle or the big teddy bear that is causing the bump. But Trend number 1: Research into hearing and hearing loss to obtain more detailed information – such as whether it would All sound is heard via the ear and understood by the brain. be comfortable to lie on top of the quilt – you have to do more If the ear is functionally weakened, it is up to the brain to than just look – so you might need to put a camera under the make sense of the fragments of sound that get through. The quilt, or touch it. hearing aid must therefore recreate the lost information so that the brain has as clean a signal as possible to work with. The situation is similar with the audiogram. Two people can Being hearing impaired is a bit like seeing the world through easily have the same audiogram but experience different hear- a scratched and irregular lens. The hearing aid, in this meta- ing problems in their daily lives. One may understand speech

Photograps: Colourbox Photograps: 32 Listen – The world of Widex Trends

better than the other, even though they are both in the same Generally, with this technology, the more you give, the more situation. The explanation is that actual everyday communica- you get. The more you involve yourself in the technology and tion does not consist of the barely audible beep-sounds on the more you involve the technology in you, the better you which the audiogram is based, but is far more complex. can take advantage of the opportunities it offers to satisfy The audiogram is ideal to ensure audibility, which is the most your specific needs. And the technology has now become so important and elementary aspect of hearing, but there are advanced that this can be done. also other factors in play. In this connection, more detailed measurements of individual hearing loss can show us how the Get involved with your unique hearing best solution should be tailored so that each hearing-impaired As our understanding of individual hearing grows and be- person is given the optimal conditions to both hear and under- comes combined with an increased focus on the individual, stand. the hearing aids of tomorrow will become better and better at satisfying individual needs. Such individualization requires insight. To make a shoe for an atypical foot requires detailed knowledge of the foot’s appear- The new knowledge and new technologies will allow greater ance. In this trend, both the hearing aid industry and the world customization of hearing solutions to match you and your of auditory research are eagerly searching for the best way to hearing. And the growing opportunities for personal involve- extract detailed information about your personal hearing loss, ment in one’s own hearing can produce a greater level of and apply this knowledge to tailor the sound to your specific satisfaction than hearing aids alone can provide. In the future, needs. technology will adapt to the person you are to a far greater extent than today, and as a user, you will have more power to Trend number 3: Focus on the individual tell the technology what works best for you. For the user who The first two trends are all about understanding how we as wishes to get involved and play an active role in order to hear people hear with our two ears, and how hearing aids can opti- better, the technology of the future will realize its true poten- mally compensate for individual hearing loss. But our personal tial and become one with the user. patterns of action and engagement are just as important when it comes to getting our everyday lives to function with a hear- ing impairment.

The third trend concerns the growing amount of interactive technology that continually learns and adapts to the person you are and your own personal preferences. There are already several hearing products on the market that respond to user patterns, for example in the use of the volume control. The input that the user gives to the technology is remembered, analysed and continuously applied to adapt to the user’s hear- ing and general needs.

Listen – The world of Widex 33 Widex around the world Photograps/Images: Colourbox Photograps/Images:

34 Listen – The world of Widex Widex around the world FABULOUS FR CE France is one of a handful of countries where Widex has been present since the mid-1950s. LISTEN spoke to Søren Svendsen, the head of Widex France. He and his team aim to deliver the best service to French hearing aid dispensers in a highly competitive market while maintaining Widex’ longstanding tradition of high quality.

Widex originally sold hearing aids in France through various Arriving in France, the challenge for Søren Svendsen was to of- independent distributors, until the company created its first fer advanced Widex technology to more hearing care profes- ever subsidiary in Paris in 1971. Today, Widex France has 85 sionals without compromising the high level of technical advice employees – all working to move Widex further forward. and counselling for which Widex France is known. “In order to reach this goal, we had to increase our human resources, “The key to our success is Widex’ reputation for reliability and which we did for instance by establishing a team of local train- state-of-the-art technology, combined with a high level of ers,” he says. “And we have all worked very hard to ensure our technical advice and counselling”, explains Søren Svendsen. success”. “This has allowed us to create long term relations with an im- portant number of French hearing care professionals”. Working in France Søren Svendsen lives in France with his wife Anne Dorte and A high level of professionalism their four children. When asked how it is for a Dane to be Søren Svendsen, who was appointed General Manager of heading a French enterprise, Søren replies: Widex France in 2007 after almost 10 years in the export department at Widex headquarters, points out that the stand- “France is a fantastic place to work. The French are very dis- ards for audiology in France are very high. ciplined and competent people to work with. I try to combine the best of the two cultures in my management approach “The professionalism of French hearing care professionals and I like to believe that this enables Widex France to move translates into a higher acceptance of new and flexible solu- forward at a fast pace. In only a few years we have established tions than average. For example Widex’ innovative way of a new structure that allows us to provide optimal service to the providing hearing care professionals with a wide range of French hearing care professionals and the hearing impaired in receivers and ear-tips that facilitate the fitting process”, says France.” Søren. “Likewise, some of our latest products, such as the minuscule Passion hearing aid and the flexible FUSION model, have quickly become bestsellers”.

Listen – The world of Widex 35 Widex around the world

Søren’s travel tips Visit the fashionable island “Rey”. Or La Rochelle at the West When in France, Paris is of course a must. Allow yourself to coast, north of Bordeaux, which is a small but highly attrac- spend a couple of days just wandering around. It is easy to tive town with a large harbour and a shipyard where modern, get a good overview “Intra muros”, meaning within the city private boats of all sorts are built. In nearby Rochefort you can walls (which today is actually “la périf”; a four-lane ring road). see a traditional wooden vessel being built in the old-fash- The Eiffel Tower, Montmartre, Les Halles, Le Louvre et Rue de ioned way. www.hermione.com Rivoli, Les Champs Elysées…the list is long. Near Rodez, in the south of France, you can visit “Chateau de From one of the five main railway stations in Paris, the TGV will Labro” in Onet-Le-Chateau. It is a hidden oasis in the highland take you just about anywhere in France within less than four province of l’Aveyron, which is populated mainly by cows and hours. Where to go then? mostly known for its famous Laguiole knives. Once you are there, don’t miss the mountain village Conques, with its rich One option is Normandy, where you can experience the im- old monastery that takes you directly back to the early Middle pressive cemeteries from the Second World War. You could Ages. www.laguiole-attitude.com/fr stay in alternative accommodations, such as Marc’s renovated house, which is totally self-sufficient.www.laquinarderie.com Another part of France worth a detour is the city of Annecy in the French Alps. The city is located at the feet of a stunning summit shaped like an armchair and offers breath-taking views over the third-largest lake in France. www.lac-annecy.fr

FROM ACOUREX TO WIDEX “From humble beginnings in the ’70s, Acourex (as Widex France was formerly known) grew steadily over the years, peaking in the late ’80s as the market leader and culminating with the arrival of digital hearing aids in 1996. The following decade was a time of stability for Widex France as the company and its 50 employees relocated to brand new, functional premises in Champlan (near Orly airport outside Paris) – having outgrown the original offices.

Since 2007, the number of staff has increased to 85; half of those are relatively recent recruits, making for a truly dynamic team. France is good at integrating nationalities, and Widex France employs people descending from more than 20 countries. And A shop selling Widex hearing aids in Nice in the 1960s. From these mod- because all are multi-skilled, teamwork is particular effective. Our est beginnings, Widex has grown to become a market leader. sales reps and trainers, for example have varying backgrounds and lengthy experience as former technicians or as sales reps for audiological equipment. This means they can work well together.”

Søren Svendsen, Widex France

36 Listen – The world of Widex Widex around the world Photograps: Colourbox Photograps:

France is rich in cultural and natural sites worth visiting. The city of Annecy is one of them.

Listen – The world of Widex 37 People

38 Listen – The world of Widex People GOING FOR GOLD

With the London Olympics 2012 looming we took for- of hand signals so they could communicate between the pool mer British Olympic diver and long-time Widex wearer side and diving boards. These signals became so sophisticated Tony Alley to see the facilities as they near completion. that they overcame any language issues between Tony and He talked about his hearing impairment and what the his various coaches from Russia and China. In fact, Tony could 17,000 competitors might be going through as they understand the coach better than his colleagues using verbal make their final preparations. communication.

Tony explains: “My coach was Kim White (now the Assistant Hearing impairment did not hold Tony back. Over a 20-year National Performance Director for British Diving). When I was career, he competed around the world for Great Britain. He 12, Kim went and saw my mum, without my knowledge, in the was one of the country’s best performing athletes, winning fish and chip shop my family owned. It had become apparent medals in World Championships and at Commonwealth Games to him that there were issues with my hearing. So in the nicest and finishing in the top 10 at both the Sydney and Athens possible way he basically said I was either ignoring him or I Olympics. He was also nominated to be the flag bearer for had problems with my hearing. It took another couple of years Team England at the Melbourne 2006 Commonwealth Games before there was a full diagnosis and I was issued with big, – a role of which he is justly proud. ugly health service hearing aids. But being a self-conscious teenager I wouldn’t wear them. Had there been a Widex hear- London 2012 ing aid available, like the ones I wear now, I would have jumped While visiting the London 2012 Olympic Village Tony talked at the chance to wear them.” about the preparations that all the competitors will be going through: pre-Olympic events, training, acclimatization and Tony overcame his hearing problems and the fact he could studying past performance. not wear aids in the pool. He and his coaches created a series

Listen – The world of Widex 39 People

How had he coped with the pressures of competing at such high profile events? “There were massive pressures – but it was my job. I had lived and breathed my sport and training. Every athlete over time develops a positive mental attitude. My own mantra is ‘It’s not practice that makes perfection, it’s per- fect practice!’ It’s a cliché but as an athlete your body becomes your work tool. You get to know yourself inside and out and prepare mentally through diet, discipline and direction. Your whole lifestyle in and outside of sport must be supportive of this goal, as being an athlete affects every area of your life.”

Tony describes being an athlete of international competitor standard as setting yourself apart from normal society. It’s not enough to have ability or flair for a sport – you need a drive to succeed. Photograph: Ken Crook Ken Photograph:

Over a 20-year career, Tony Alley competed around the world for Great Britain. He is now a mentor for new diving talents.

40 Listen – The world of Widex People

Looking at the newly built stadium brought back memories of Tony wears Widex the atmosphere. ‘It’s home for 17,000 athletes, all trying to be Tony uses the new Widex CLEAR440 FUSION hearing aids. the best they can be. Some go for the experience and some “They are superb,” he says. And he also uses Widex’ DEX ac- go for the glory, but they all feel the magic of the village. It’s cessories that wirelessly connect mobile and land-line phones, overwhelming.” TV and audio equipment to hearing aids (see article page 11). “And the DEX accessories are life-changing. I can make phone Working with the 2012 squad calls by my land-line and mobile, without having to rely on oth- Tony’s diving career ended prematurely when he badly injured ers confirming what has been said or conducting the conversa- his knee in training for Beijing 2008. But that was not the end tion on my behalf. I’m now making all my calls independently, of his connection to UK diving. He was the National Strength which would have been unthinkable until now. The increase in and Conditioning Coach for British diving 2007-2009 and was my confidence and self-esteem is immeasurable.” a judge at the UK National Championships in January 2012.

He has been involved in the training programme for the British team, and has been an enthusiastic mentor and voice of experience. So how does he rate the chances of the latest star of the GB diving – 18-year-old Tom Daley? “He is already a legend! Tom is a super athlete with great natural ability. The competition will be fierce, but if he keeps his cool in front of a home crowd he could win gold in the men’s platform event.”

London 2012 in Numbers This is the 30th Olympic Games of the modern Olympiad The first Olympics ever was held in Sparta in776BC London has hosted the games three times: 1908, 1948 and 2012 28 sports are represented in 300 events 17,000 athletes will attend from 205 countries 30 bridges were built in the Olympic Village 4,000 trees were planted in the Village and Olympic Park 2.8 million construction workers in UK were involved in the project The Olympic Stadium can hold 80,000 people The total capacity of all Olympic venues is 700,000 Total world-wide TV audience for the opening ceremony is 4 billion 9 million tickets are forecast to be sold 20,000 journalists will cover the event The Olympic Stadium cost £496 million and total cost of the Games is £9.3 billion

Listen – The world of Widex 41 Widex around the world

FEARLESS AND WIRELESS In January 2012, participants in the legendary Dakar Rally drove for thousands of miles through Argentina, Chile and Peru. Widex went along for the ride.

Most people associate the Dakar Rally with speed and excitement, but few think of the intense noise to which the racing drivers are exposed. The sound of the powerful engines in the many different vehicles – cars, motorcycles, quad bikes and trucks – creates a tremendous clamour which can damage the drivers’ hearing and makes it hard for them to communicate with each other.

Photograph: www.dakar.com www.dakar.com Photograph: 42 Listen – The world of Widex Widex around the world

Even though the Dakar rally now takes place in South America, it remains one of the most ex- treme and gruelling off-road races in the world.

Listen – The world of Widex 43 Widex around the world

To make this communication easier, Widex Audífonos (Widex’ Spanish distributor) had the idea of testing Widex’ new wire- less technology, WidexLink, in the racing world.

They sponsored a truck and equipped the two drivers with an ‘intercom’ system consisting of a pair of hearing aids, an M-DEX assistive listening device and a microphone built into the drivers’ helmets. Via the M-DEX – which is normally used to stream audio from a mobile phone to a hearing aid – it was possible to send audio from the microphone of one of the driv- ers to the hearing aid of the other driver. This made it possible for them to communicate with each other without problems, The Widex truck in full flight: driving the rally requires despite the high level of noise. extreme skill and courage with over 40 fatalities since the race’s inception in 1978. Perfect for tough conditions The high quality sound from the intercom system can stream data 21 times per second without audio dropouts or other in- terruptions. And as there is no delay in sound transmission, the drivers were spared any irritating echo effects. Thanks to the wireless technology, they could move freely around the cabin without having to worry about wires.

The noise in the race is overwhelming, making it difficult for the drivers to hear each other. The Widex team used an intercom system, utilizing the M-DEX assistive listening device system, to help them communicate.

Photograph: www.dakar.com www.dakar.com Photograph: 44 Listen – The world of Widex Widex around the world

The hearing aids in which WidexLink is incorporated are made to withstand harsh conditions such as moisture, ear wax and so on. This made the intercom system ideal for the tough condi- tions the drivers encountered along the way.

“The 2012 Dakar Rally was a rather unusual but fun way to test the possibilities of WidexLink. Everybody was very satisfied with the result,” says Juan Ignacio Martínez, General Manager of Widex Audífonos.

From Paris-Dakar to the Dakar Rally The Dakar Rally – formerly known as Paris-Dakar – has taken place annually since 1978. This legendary race, which originally began in Paris and ended in Dakar, Senegal, is keenly anticipated by all motor sports enthusiasts. In 2008 the race was cancelled due to terrorist threats, after which the race management decided that in future it should be held in South America.

Listen – The world of Widex 45 Widex around the world

FROM BUDvaR TO BUDDING BUSINESS

In 1989, the communist regime in Czechoslovakia “Back in the mid-nineties, our business grew to be 20 times its collapsed during the so-called Velvet Revolution. On original size in only one year. There was a real need for good January 1, 1993, the country peacefully split into two hearing solutions. Since then, a lot has happened to our market independent states and a new market for hearing and our business, and today we have a staff of 26 people aids arose in what became the Czech Republic. Here, working to improve the possibilities for the hearing impaired František Michek, head of Widex in the Czech Repub- and providing service for the clinics”. lic, recounts how he brought hearing solutions to the public in this new country. Professionals give the best hearing solutions “I have worked in this field since 1974 as an electro-acoustical “Before the revolution in 1989, there was no hearing aid market engineer in voice, speech and hearing research. This gave me in the Czech Republic, as hearing aids were available only in a an initial advantage compared to other competitors, as my few selected clinics. Today, we are very proud to be number first working contacts were the same doctors who had been one in the market. In 1993 we began cooperating with 48 clin- my colleagues and friends for years and who had attended my ics and hospitals. Now we cooperate with hearing aid special- lectures at the University”. ists at 150 locations”. “We want to keep making a difference for the hearing impaired and provide the clinics with the best possible service. Widex is known for the professionalism of its staff and this has been our advantage all along. We have a great relationship with our customers and it is important for our business to maintain these in the future”.

A trip down memory lane. This picture shows the founders of Widex in the Czech Republic, František Michek and Niels Peter Abildtrup, in their first year of business.

46 Listen – The world of Widex Section headline Photograph: Colourbox Colourbox Photograph:

The Charles Bridge is one of the most famous symbols of the city of Prague, where the Velvet Revolution started in 1989.

Widex in the Czech Republic CZECH FACT FILE “My business partner, Niels Peter Abildtrup, and I established Widex in April 1993. Full name: Czech Republic At that time I had been working for another hearing aid producer and was hap- Population: 10.4 million (UN, 2010) py there, but Niels Peter persuaded me to join Widex during a conversation in the Capital: Prague famous restaurant Sumava – over a good Czech beer Budvar. Area: 78,866 sq. km Major languages: Czech It will provide you with many new opportunities to work with the best hearing aid Major religions: Christianity technologies as part of an excellent team. And you will also have the opportunity to Life expectancy: 75 years (men), 81 years build a new, efficient Widex network in the Czech Republic, he told me. (women) (UN) Main exports: Manufactured goods, ma- And it was true.” chinery, cars and transport equipment, beer František Michek, Widex Czech Republic Number of castles: 2,000

Listen – The world of Widex 47 Society

FOLEY – THE ORIGINAL NATURAL SOUND EXPERT Widex is all about natural sound reproduction. Jack Foley was all about natural sound too – but in Hollywood films. Foley art sound effects are used heavily in films and TV. But what exactly is Foley art, and who was Jack Foley, the inventor of the process?

Foley tricks footsteps, the movement, the sound of various props – all in A Foley artist ‘recreates’ sound effects for film, television and one track,” George Pal, animator and sci-fi film producer, once radio in a Foley Studio. It’s part of the post-production pro- said. cess. Former colleagues recalled: “Jack emphasized you have to act Using many different kinds of props – plates, glasses, chairs, the scene; you have to be the actors and get into the spirit of and just about anything else – the Foley artist can replace the story the same as the actors did, on the set. It makes a big original sound completely or augment existing sounds to cre- difference.” ate a richer sound track. The anecdotes surrounding Jack’s strange profession grew. Why don’t the filmmakers record sounds as the performers do In ‘Spartacus’ there is a scene of slaves walking in leg chains. their stuff? There are many reasons – they include the difficul- The director Stanley Kubrick was all set to return to Italy and ties in capturing sound through the buzz of machinery and restage the scene to capture the sounds. But Jack stepped in background noise while filming – and also because in films and did the whole sequence with footsteps and key chains. nothing is what it seems. An actor’s sword is made of wood Jack Foley died in 1967 and became a legend. His biggest and a marble floor is plywood. tribute is that his name appears under the credit ‘Foley Artist’ in almost every film made. A Foley artist replaces those sounds, giving the sword its metal ring and the floor its marble echo. Foley at Pinewood Pinewood Studios, London, is one of the world’s greatest film- Jack-of-all-trades making centres and has a large, well-equipped Foley facility. Jack Foley invented these kinds of sound ‘tricks’. He started in Foley mixer and sound editor Glen Gathard has been working films in the silent era, ironically enough. He was born in 1891 there for seven years. He describes Foley as a “dark art” and and legend has it went to school in New York with film actor stresses it is just as important now as it has always been. James Cagney. He moved to California and got into films as a stunt man, location scout, scriptwriter, and set and props as- “Our Foley Studio is a large room with numerous different sistant. floors for creating sounds. These include two wooden floors – one of which is made from reclaimed 19th century oak But then came the talkies floorboards. It was used to create the sound of pupils running As sound was added to pictures, Jack, perhaps the original across a wooden bridge at Hogwarts School in the Harry Pot- ‘Jack-of-all-trades’, was asked to add the sound effects. He ter films.” developed his reputation through ‘realism’. “Jack added the

48 Listen – The world of Widex Photograph courtesy of Pinewood Studios; London Studios; Pinewood of courtesy Photograph

“We have loads of doors – from car doors to dungeon doors Glen described some of the more unusual effects he and his and the biggest selection of props in Europe, perhaps the team have had to create. For ‘Harry Potter and the Half-Blood world.” Prince’ (2009) they needed the sound of a piano being instan- taneously rebuilt by magic after Dumbledore’s room explodes. Glen and his team follow the same procedure as Jack Foley, watching films reel by reel and plotting the sounds – like “We winched a full-sized piano up into the roof and dropped it footsteps – with the help of computer software. They then plot from over 12m. We placed recording equipment all around the the ‘spot effects’ that can range from jangling earrings to cars studio to catch the sound of it smashing. Then elements of that driving through walls. “Foley includes tiny details right through sound (including some played backwards) were used to give to impact sounds.” the effect of the piano being rebuilt.”

Foley is used in tandem with sound libraries and sound design- Jack Foley would be proud! ers. On a big film the team can comprise two Foley artists, plus a Foley editor, mixer and assistant, and 12 sound designers. In these days of computer-generated effects Foley is still impor- tant. “It can be quicker, is bespoke, more precise and puts the performance back in the sound,” explains Glen.

Listen – The world of Widex 49 society

Foley artists at work in Pinewood Studios in London. The studios have an impressive collection of surfaces and props – perhaps the largest in the world.

50 Listen – The world of Widex Society

All photographs courtesy of Pinewood Studios; London

Listen – The world of Widex 51 Widex around the world

Faroe Islands Fact File The Faroes, an archipelago of 18 islands in the North Atlantic, constitute an autonomous region of Denmark. Territory: Faroe Islands Status: Self-governing part of Denmark Population: 47,700 (Danish government, 2003) Capital: Tórshavn Area: 1,399 sq km (540 sq miles) Major languages: Faroese, Danish Major religion: Christianity Life expectancy: 75 years (men), 81 years (women) Main exports: Fish, fish products, marine vessels Number of traffic lights: 3

52 Listen – The world of Widex Widex around the world Photograph: Colourbox

Fiji Fact File The 800-plus volcanic and coral islands that make up the Pacific nation of Fiji enjoy a tropical climate and host a significant tourism industry. Full name: Republic of the Fiji Islands Population: 854,100 (UN, 2010) Capital: Suva Area: 18,376 sq km (7,095 sq miles) Major languages: English, Fijian, Hindi Major religions: Christianity, Hinduism, Islam Life expectancy: 67 years (men), 72 years (women) (UN) Main exports: Sugar, clothing, gold, processed fish, timber Number of islands: Over 300

Some Enchanted Islands… Widex hearing aids have always been available around the world. They are exported to more than 100 countries – including some of the remotest places on Earth such as Fiji and the Faroe Islands.

Listen – The world of Widex 53 Widex around the world

Tórshavn – the smallest capital and maybe the most picturesque in Europe. Jutta Helgadóttir was made Entrepreneur of the Year in 2010.

Snow-capped islands Every day she sees people in denial, not accepting that they Jutta Helgadóttir is a native of the Faroe Islands. She was born have a hearing impairment. “I work hard to overcome that and grew up on the island of Suðuroy, the most southern of the resistance. I make presentations in schools and associations islands. After training as an audiologist in Denmark she now about hearing loss to get people to see that it is not a great lives and works in the smallest capital in Europe – Tórshavn. handicap, and that there are tools that can help them function perfectly in society.” Jutta runs her own hearing aid dispensing business, called Hoyrnin (‘hearing’ in Faroese) established in 2007. It is the Jutta’s efforts, both as an entrepreneur and as the islands’ only private hearing aid clinic on the islands and employs four only private hearing aid audiologist, have been recognized. In people. 2010 she was made Entrepreneur of the Year – an award made annually by the Faroe Islands Ministry of Trade and Industry. In addition to her Tórshavn operation, Jutta runs four other Nominees are judged on their new ideas for business or for clinics spread over the islands. “This gives a better service for offering a unique service to islanders. my elderly clients. Often it can be hard for them to travel all the way to the capital, especially if they live on the islands of Tropical paradise Suðuroy or Sandoy. So roughly once a month I travel to them Tom Shepherd runs a hearing aid dispensing business in by boat. I usually spend only one day at each office, the excep- Queensland, Australia, that employs both his wife and daugh- tion being my home island where I stay the weekend to visit ter. A few years back he was persuaded to go and see the my parents and sisters.” charitable work of audiologist Eric Heideman in Fiji.

Hearing loss in the Faroe Islands is mainly age-related and “Eric figured I was a likely candidate to take over his work,” elderly people make up most of Jutta’s customers. But there is explains Tom. “Eric had been travelling to Fiji for 13 years, of- also a high rate of family-related, or genetic, hearing loss. fering a hearing care service in a country that had no existing infrastructure for hearing rehabilitation.” “The population is small so most people are related. For exam- ple hearing loss runs in my family. My father and all his broth- Eric was right. Tom spent the next few years travelling regu- ers suffer from hearing loss.” larly to Fiji to conduct bi-monthly clinics, but it soon became

54 Listen – The world of Widex Widex around the world

apparent that a more permanent presence was required to “I want to state my heartfelt thanks to Widex for all their help,” provide a lasting audiology service on the islands. adds Tom.

In 2008, Tom founded South Pacific Hearing Aids in the capital So who on Fiji are most in need of a hearing aid? They include Suva operating from a vacated GP’s clinic. This was a daily the poorest farmers who through the support of local Quota audiology service providing hearing aids, batteries, servicing Clubs get a free hearing test and a donated aid. Village chil- and repairs. dren swim in creeks and rivers that are often polluted causing ear infections, which are often untreated and lead to hearing “In the early days, the greatest problem was achieving an af- impairment. One of Tom’s hearing aids ends up being the only fordable price structure – a difficult task given the Australia-Fiji solution. exchange rate,” he says. “Even repairs done at cost were out of the financial reach of the average wage earner. Sales of new There are also hearing impairments caused by Fiji’s support hearing aids were limited to the more wealthy. I relied heav- for United Nations Peacekeeping Forces. Ex-servicemen return ily on donations from Widex Australia, and the ladies in the home from the Middle East where their ears have been dam- charitable Quota Clubs in New South Wales who sent donated aged by proximity to roadside explosive devices. Tom, once hearing aids.” again, is called upon to help.

Links with Widex became stronger following a request for help Tom’s work is an inspiration – but doesn’t he find it tiring and in making the hearing aids more affordable. Tom was made a overwhelming? “No - it is THE ultimate reward. I get more joy distributor of Widex products in the South Pacific, and from and fulfilment than any amount of money could ever provide.” early 2010 Fijians have been able to access quality hearing aids at an affordable price. Subsequently Widex has stepped in to If you would like to support Tom, please just email him: offer a low-cost repair service as well. [email protected] Photograph: Colourbox

With the support of Widex, Tom Shepherd has Until recently no infrastructure for hearing rehabilitation was available in Fiji. made hearing aids available to Fijians.

Listen – The world of Widex 55 Section headline

56 Listen – The world of Widex Widex around the world LIKE RUNNING ON THE MOON Against the odds – and ash clouds – the Widex Marathon Team successfully completed one of the toughest races in the world.

Saturday June 4, 2011 is a date that the residents of Villa La The K42 trail run attracts between 6-8,000 people to Villa La Angostura, Argentina, will long remember. This was the day Angostura every year so it’s big business. A corps of volun- the Chilean volcano Puyehue-Caulle erupted, sending up a teers was formed who, together with the authorities, cleaned huge cloud of ash and pumice which spread across the border up the town and the surrounding areas. Thanks to their hard and covered the little town. work, it seemed that all would be ready on November 12, when the event was due to start. Thousands of runners had regis- The ash layer transformed the area into a lunar landscape tered for the race; the 97 runners on the Widex Marathon Team and covered the town for months, threatening the livelihood (WMT) had been training for the event for more than a year of the small ski resort. Despite all this, the people of the town and were looking forward with great excitement to the race. decided to go ahead with the annual Extreme K42 trail run in November – a race that proved to be an even greater challenge The volcano that never sleeps than usual for the Widex Marathon Team. As the day approached, the clean-up teams had managed to get the town looking clean and free of ash. But just a few days In a quandary before the race, the volcano suddenly sent a large amount of Villa La Angostura, in the foothills of the Andes, lives mainly ash into the air again, creating chaos for visitors and caus- from tourism and the ski season in particular is an important ing flight cancellations. Luckily, all members of the Widex source of income. But this season the town was deserted. Marathon Team, who were travelling from Europe and South Tourists had chosen to stay away; after all, who wants to ski America, managed to reach Villa La Angostura in time. on ash? After losing a large part of their annual income, the residents were in a quandary: what could they do? Should they But then, on the day of the race, it happened again: the vol- attempt to clean up so that the K42 race could be held? Or cano sent yet another cloud of ash over the town. Everything should they just throw in the towel? was grey, and spectators and runners had to cover themselves

Listen – The world of Widex 57 Section headline

58 Listen – The world of Widex Widex around the world

with clothing, hats, goggles, overshoes and masks – not very Besides participating in the K42 race, the Widex Marathon practical when you are trying to run. Ash in the air was an Team also provided a donation of 10 hearing aids, which were extra obstacle for the runners, but nonetheless the Widex handed over to the mayor of Villa La Angostura, attracting a Marathon Team chose to run the physically tough race. great deal of attention from the local media.

Peter Knudsen, PR manager at Widex and a member of the team, says: “We decided to run the K42 race because we knew that it would be the experience of a lifetime. The volcanic ash and the extremely tough odds we were up against were actually part of the experience and helped to bond the team together.” Widex Marathon Team The Widex Marathon Team ran its first marathon in Berlin in Important for the town 2005. Since then, the team has run the Great Wall Mara- Despite the difficult circumstances, the K42 trail run was a thon in China in 2007, the New York City Marathon in 2008, great success and gave the city’s restaurateurs and retailers and the K42 trail run in Argentina in 2011. The international some much-needed business. More than 4,000 people attend- team is composed of audiologists and ENT specialists from ed, including 1,600 runners. “It was a good feeling to be able Europe and South America. They also participate in national teams, which regularly run to raise money for charity pro- to help a little in getting the town back on its feet,” says Peter. jects in poor countries. “We were welcomed with open arms and met many residents who thanked us for defying the ash and dust.”

Villa La Angostura, situated in the foothills of the Andes, lives mainly from ski tourism.

Listen – The world of Widex 59 Society FIT FOR LIFE

Fitting hearing aids for children requires special exper- No single recipe tise. This is where Majken Roikjer, a paediatric audiolo- Besides promoting the technology Widex provides for chil- gist at Widex, comes in. dren, Majken also helped to launch a regional study collecting clinical data on fitting the BABY440. As part of her job, Majken Roikjer trains audiologists and Ear, Nose and Throat specialists around the world to fit Widex “There are big differences in how hearing aids are fitted for hearing aids on small ears. children in different parts of the world,” she explains. “Some places emphasize what is known in the profession as ‘objective She recently paid a visit to South America to show 300 spe- verification’, which means that you measure how the hearing cialists in Chile, Brazil and Argentina how to get the best out of aid works using technical equipment. Elsewhere, more time Widex hearing aid technology for children. In her suitcase, she is devoted to observing the child and watching how it reacts had brought along Widex BABY440 – the world’s only hearing to sound. There is no single recipe – so it’s important that we aid designed specifically for infants. carry out fittings in accordance with local practice, and collect local data that audiologists and Ear, Nose and Throat special- “Wherever I went, there was great interest in our BABY440, ists in the region can rely on.” not least because of the incredibly small size of the hearing aid,” says Majken. “Many people were also enthusiastic about Overcome with joy our special in-situ RECD (Real-Ear to Coupler Difference) func- The study, which was carried out in collaboration with three tion, which makes it much simpler to precisely measure the leading clinics in Brazil, Chile and Argentina, involved five in- child’s hearing loss.” fants aged three to 12 months, all who were fitted with Widex BABY440.

Majken (second from left, back) at work with some of her South American colleagues.

60 Listen – The world of Widex Society

For Majken, meeting these children and their families left a lasting impression. “Several of the children who participated RECD were otherwise dependent on the public health service and The real-ear to coupler difference (RECD) is the difference be- would never have been offered the same treatment if they had tween the sound pressure measured by a probe microphone in not taken part in the project,” she says. the ear canal of the real ear and the sound pressure measured in a 2cc coupler. There is no systematic screening of children for hearing loss in A coupler is a device connecting a receiver and a measuring mi- most of South America and there are often long waiting lists to crophone and is designed to replicate the volume of an ear canal obtain hearing aids through the public health service. fitted with a hearing aid earmould.

“At one of the clinics, we fitted a small boy, eight months old. Because you obtain accurate information about the individual He had a sister aged three, who also had hearing loss,” says acoustic characteristics of the ear, measuring an RECD increases Majken. “Because of the long waiting time in the public system the precision in the fitting. she had only just received her hearing aids, even though her parents had known almost ever since she was born that she had impaired hearing. So while we fitted the boy, his mother sat outside in the corridor and wept for joy – she could hardly believe that her son was getting two hearing aids of the high- est quality, just like that.”

Lasting impression Among the challenges for paediatric audiologists in South America are the major disparities in society, which tend to have an effect on the treatment system.

“People without private health insurance are referred to the public hospitals, which have very limited resources and often have to make do with equipment that is old and worn,” says Majken. “On the other hand, you find private clinics with the latest equipment and parents who can afford to buy the very best for their children.” Photograph: Colourbox Colourbox Photograph: “But right across the system, you meet extremely talented audiologists and doctors who are dedicated to providing hearing-impaired children with the best possible care,” she emphasizes. “So the trip was a great experience for me – on both a personal and professional level.”

Listen – The world of Widex 61 Society

Vidas Sonoras is a documentary that challenges the prejudices Photographs: Widex Audifonos Audifonos Widex Photographs: about hearing loss still prevalent in society.

62 Listen – The world of Widex Society

LIFE WITH SOUND Renowned Spanish filmmaker makes documentary on hearing loss

Life with a hearing impairment is the subject of ‘Vidas Sono- Widex Audífonos SA (Spain) and the two filmmakers followed ras’, a Widex-sponsored documentary by the renowned film five people in their everyday lives to show that their lives are director Albert Solé. actually every bit as rich and exciting as everyone else’s – the only difference being that they use hearing aids. Albert Solé was born in Romania in 1962, the child of refugees escaping from Franco’s dictatorship in Spain. He trained as a The film has been shown with great success in many cinemas journalist and worked for some of the major television stations across Spain. in Spain, specializing in social subjects. His career took a new turn in 2000 when he began directing documentaries. In 2009 www.vidassonoraseldocumentalwidex.es/ he won a Goya – the Spanish film industry’s foremost prize – for his documentary, ‘Bucarest, la memoria perdida’ (‘Bucha- rest, the Lost Memory’). In the film, the director tells the story of his father, Jordi Solé Tura – a well-known lawyer who helped to draft the Spanish Constitution after his many years of exile in Romania.

Also involved in the ‘Vidas Sonoras’ film is Colombian director, Wilson Osorio. A trained journalist, he has previously assisted Albert Solé in making several documentaries. For Osorio, the ‘Vidas Sonoras’ project has had a particular personal inter- est because he suffers from a hearing impairment in one ear himself.

Challenge prejudices The aim of the film is to challenge some of the prejudices still prevalent in society about hearing loss and hearing aids. Although modern technology can enable most people who suffer from hearing loss to communicate on the same terms as people with normal hearing, there are still many who associate not being able to hear well with being old or less intelligent.

Award-winning film director Albert Solé.

Listen – The world of Widex 63 Research and technology

invisible in canal

II IIC

64 Listen – The world of Widex Research and technology

HEARD

NOT SEEN

Invisible but packed with outstanding Widex technology, the new IIC model is designed to be heard and not seen. C Advances in technology have resulted in smaller and smaller hearing aids in recent years, and as the popularity of Completely-in-canal (CIC) models shows, users are at- tracted to almost invisible solutions. Now it is possible to fit hearing aids even further in the ear canal; when it is fit into the second bend of the ear canal, it can be consid- ered an Invisible-in-canal model or IIC.

The Widex IIC model is cleverly designed with no joined parts and an integrated face- plate. That means there are no hard edges so it is extremely comfortable for users to wear. It is also custom made for individual users so the fit is perfect.

The IIC doesn’t compromise on sound either; its tight fit also means that users can make the most of their natural pinna and thus achieve better localization of sounds IIC and better determine where they are coming from. According to Project Manager at Widex Pernille Vestergaard, “The tiny, invisible Widex IIC model is yet another in a range of outstanding hearing aids from Widex. With the IIC, hearing aid users get a hearing aid that emphasizes the importance of size and invisibility, but still gives them the unique Widex Sound.”

Listen – The world of Widex 65 Section headline

Widex around the World

ALbanIA Arben Ruci ISRAEL Steiner Hearing Instruments ALGERIA Widex Algérie eurl ITALY Widex Italia S.P.A ARGENTINA Widex Argentina SA JAMAICA Siredan Enterprises Ltd. AUSTRALIA Widex Australia Pty Ltd dba Caribbean Hearing Center AUSTRIA Neuroth AG JAPAN Widex Co., Ltd. BELARUS LTD Arnikatrade JORDAN Queen Alia Foundation for BELGIUM Veranneman b.v.b.a. Hearing and Speech BOSNIA HERZEGOVINA KAZAKHSTAN Almaton-2 Widex Slusni Aparati d.o.o. KOREA Widex Korea Ltd. BRAZIL Centro Auditivo Kosovo N.T.SH. “QUENDRA E Widex Brasitom Ltda. DEGJIMIT” BULGARIA ANKA - Anka Peeva KUWAIT Al-Shammary CANADA Widex Canada Ltd. Hearing Center CHILE Widex Chile LATVIA SIA Dzirdes Serviss CHINA Widex Hearing Aid LEBANON Beeco Speech & Hearing Center (Shanghai) Co. Ltd. LIBYA Widex Libya COLOMBIA Widex Colombia LITHUANIA Surdotechnika JSC COSTA RICA Tecnomédica S.A., LITHUANIA UAB Audiofon Clínica Dinamarca Macau Widex Macau Hearing and Speech CROATIA Microton d.o.o. Centre Limited CYPRUS CH & M Cyprus MALAYSIA Top Hearing Care Centre Audiology Center MALTA Beacon Healthcare Ltd. CZECH REPUBLIC Widex Line s.r.o. MEXICO Distribuidora de Equipo DENMARK Widex DK A/S Audiológico S.A. de C.V. DOMINICAN REPUBLIC, the MONGOLIA Mon-Anir Co., Ltd. Widex Dominicana MOROCCO Widex Maroc ECUADOR PROAUDIO NAMIBIA Windhoek Hearing Aids EGYPT Widex-Egypt NETHERLANDS Veenhuis Medical Audio B.V. ESTONIA Indium Ltd. NEW ZEALAND Widex New Zealand Ltd. FINLAND Widex Akustik OY NORWAY Medisan A/S FRANCE Widex France OMAN, Sultanate of F.Y.R.O.M Otomedical Skopje National Optical Centre GERMANY Widex Hörgeräte GmbH PAKISTAN Rehabilitation Centre GREECE D. Chryssikos & Co. for Hearing Impaired GUYANA Roger Viapree PANAMA Widex Panama HONG KONG Widex Hong Kong PARAGUAY Centro Auditivo SRL Hearing & Speech Centre Ltd. PERU Panadex S.A. HUNGARY Widex-H Kft. PHILIPPINES Ledesma INDIA Widex India Private Limited Audiological Center INDONESIA Melawai Hearing Aid POLAND Widex Polska Sp. z.o.o. IRAN Persia Samak Newshan PORTUGAL Widex - Reabilitação IRELAND Widex Ireland Ltd. Auditiva, Lda.

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ROMANIA Sonorom SRL TAIWAN Melody Medical Instrument Corp RUSSIA 000 “Widex” THAILAND D MED Hearing Center Co,.Ltd. SAUDI ARABIA Basha Medical Group TUNISIA C. M. Acoustiques SERBIA OPTICUS d.o.o. TURKEY Elektromediks Karabeyoğlu Ltd. SINGAPORE Widex Singapore Pte Ltd UKRAINE ReOton SLOVAKIA Slovtón UNITED ARAB EMIRATES Widex Emirates SLOVENIA Slusni Aparati - Widex d.o.o. Hearing Care SOUTH AFRICA Widex South Africa UNITED KINGDOM Widex UK SPAIN Widex Audífonos S.A. URUGUAY Audilux SRI LANKA D.S. Jayasinghe Opticians USA Widex USA (Pvt) Ltd. VENEZUELA Instituto Auditivo Widex S.A. SUDAN Sudanese Hearing Center VIETNAM QUANG DUC HEARING SWEDEN AB Widex SERVICES Co., Ltd. SWITZERLAND Widex Hörgeräte AG YEMEN National Hearing Center SYRIA TEBA Medical Equipment

Listen – The world of Widex 67 By choosing Widex, you are choosing a company that has been WindMade certified. WindMade is the first global consumer label identifying companies that use wind power

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