IFA 2007: Shure SE110 go after entry-level earphone market

Introduces lower price barrier to include more buyers

3 September 2007 8:00 GMT / By Stuart Miles

Shure, the headphone maker has launched a new sound isolating set of earphones at IFA 2007 in Berlin, Germany.

The new model, called the SE110, will become the company's entry-level offering at $99 in the US and according to Shure, promise "superior audio quality, unparalleled sound isolation, modularity and beautiful design in a lightweight, portable package".

Supposedly designed for music lovers looking to upgrade the earphones included with their MP3 players, the SE110 features a Balanced MicroSpeaker.

The earphones also promise to cut out over 90 percent of ambient noise and come with two pairs of disposable black foam sleeves (S, L); three pairs of soft flex sleeves (S, M, L); 3’ (91cm) cable; carrying case; nozzle cleaning tool.

Priced at $99.99 USD, the SE110 Sound Isolating Earphones will begin to be available to consumers worldwide later this month. Shure is yet to set a UK price.