Sonomax Technologies, Inc., Provides Update on Key Initiatives

MONTREAL, Sept. 15, 2011 /CNW Telbec/ - Sonomax Technologies, Inc. (TSXV: SHH), reports positive results from its retail launch in the U.S., and progress with JAM Industries Ltd., as well as with Skullcandy®. Sonomax® also reports that uFIT® is in the final stages of product design, that Sonomax is expanding distribution of sculpted eers™ to online sales and into global markets, and that manufacturing partners have been secured with significant production capacity.

Airport Wireless® and Tech Showcase™

Sales for the first phase of Sonomax's soft retail launch in Airport Wireless and Tech Showcase (APW) stores at U.S. airports are in line with the company's initial projections, including daily sell-through. Management at Sonomax and APW is working together to execute enhancements to signage, point-of-purchase materials and training that it believes will increase sell-through in all stores.

"This is another important milestone for Sonomax and sculpted eers," said Nick Laperle, president and CEO of Sonomax. "People are walking into stores, learning about the product story for the first time, buying the product and then either being fit in the store or taking it home to fit themselves. Returns have been less than 3%, which is well below our initial estimate of 5% to 10%. We continue to believe that we have chosen the right retail launch partner in Airport Wireless and Tech Showcase, as their value has already been proven. We are excited about continuing to roll out product throughout the APW chain. Dallas and San Francisco stores will have product the week of September 19th, 2011, with more stores to follow in October, for a total of 36 stores. This will put even more of Sonomax's award-winning custom earphones directly within the reach of air travelers in the U.S.," added Laperle.

sculpted eers™ Available Online

sculpted eers is now available for sale online at the sculpted eers website. Shareholders are encouraged to purchase their own eers™ at to experience the benefits of custom molded earphones.

JAM Industries Ltd.

JAM, distributing through American Music & Sound in the U.S. and Ericson Audio in Canada, is now preparing to introduce sculpted eers to its customers in the Music Industry and Pro Audio spaces in late Q4. JAM is following the product rollout in APW stores carefully so that any necessary adjustments to signage, point-of-purchase materials, training, the take-home self-fit experience and more can be made to maximize its entry into this market. JAM's expertise in this market, will place it in a very strong position to launch sculpted eers at the upcoming NAMM Show in January 2012. JAM is one of the largest exhibitors at NAMM.

More Distributors for sculpted eers™

Sonomax reiterates that while its main focus is licensing to OEMs, sales of sculpted eers to distributors remains an important part of its strategy. With sell-through and retail execution now being tested, Sonomax believes that more global distributors will be added over the next few quarters. The interesting advantage of global distributors to Sonomax is that most will buy products FOB China and assume many of the responsibilities of marketing, training, logistics, point-of-purchase materials and returns, leaving Sonomax with a significantly higher margin than with traditional licensing. Sonomax has recently expanded its agreement with Levin Consulting to identify and secure global distributors for sculpted eers. "For example, Japan is the largest earphone market in the world," said Adam Levin, chairman and CEO of Levin Consulting. "It is therefore important for Sonomax to have a presence in that market. In addition, custom-made products have historically been very popular in Japan, so this will literally be a perfect fit."


With its successful IPO behind it, Skullcandy (SKUL) will start working with Sonomax to design its own earphones featuring SonoFit™ technology. Skullcandy plans to showcase its product line to channel partners at CES in January 2012. The products are scheduled to be available online from Skullcandy during Q1 of 2012.


Industrial licensee uFIT is in the final stages of product design for its industrial hearing protection and communication platform utilizing SonoFit. Led by former Aearo Technologies President, Gary Warren, the uFIT team is preparing its global distribution network. The new product will be launched in October at the National Safety Congress, the largest safety show in the U.S. uFIT's management reports that feedback from its distribution network indicates that Sonomax's previous customers remain strongly committed to the Sonomax expansion technology but that widespread adoption has been frustrated by the need for a technician to install the product. Warren states, "That has all changed. With the advent of SonoFit, we fully expect to ship pallets to large companies, where they will be handed out to workers for self-fitting, most notably at foreign mining companies. We expect the demand to be significant."

New Licensing Initiatives

Sonomax and Levin Consulting are now aggressively pursuing licensing opportunities for other applications such as Bluetooth®, hearing aids and PSAP products (Personal Sound Amplification Products) and expect more OEMs to demonstrate the SonoFit technology at CES in January 2012.

Overseas Manufacturing

After six months of extensive travel to China, Sonomax has secured and qualified a manufacturing partner for sculpted eers, as well as for the SonoFit fitting system. "While the core expansion technology will remain in Canada for strategic reasons, the bulk of the production will happen with a very strong partner whose current capacity is 500+ sets per day. This partner will be able to quickly ramp up to 10,000 sets per week," said Adam Schwartz, EVP and COO of Sonomax. He added, "Once this milestone has been achieved, our partners believe we will be able to produce earpieces, earphones and other applications in quantities that significantly exceed this amount."

About Sonomax Technologies, Inc.

Sonomax® is a leader in the research, development and licensing of in-ear technologies. With more than 50 patents and trademarks worldwide, Sonomax's pioneering innovation includes instant custom-fitting earpieces that deliver the most comfortable, protective and sound-enhancing experience in the world, as well as software-driven solutions for validating earpiece performance. The latest SonoFit™ system offers OEM, ODM and aftermarket clients a broader range of opportunities in customized earpieces for the consumer, industrial, military and health markets. Learn more at

This news release contains certain forward-looking statements with respect to Sonomax Technologies Inc ("Sonomax"). These forward-looking statements, by their nature, necessarily involve risks and uncertainties that could cause actual results to differ materially from those contemplated by these forward-looking statements. Sonomax considers the assumptions on which these forward-looking statements are based to be reasonable, but cautions the reader that these assumptions regarding future events, many of which are beyond Sonomax's control, may ultimately prove to be incorrect since they are subject to risks and uncertainties that affect Sonomax. These risks and uncertainties include risks associated with market acceptance, competitive developments and other factors. Except for ongoing obligations under securities laws to disclose all material information to investors, Sonomax disclaims any intention or obligation to update or revise any forward-looking statements, whether as a result of new information, future events or otherwise.

Neither TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release.


For further information:

Nick Laperle, President & CEO
Sonomax Technologies, Inc.
514-932-2674 ext. 2229

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