Sonomax Hearing Healthcare Inc.
TSX VENTURE : SHH

Sonomax Hearing Healthcare Inc.

September 06, 2005 07:00 ET

Sonomax Announces New Generation of Hi-Tech Products, Launch of Consumer Division

MONTREAL, QUEBEC--(CCNMatthews - Sept. 6, 2005) - Sonomax Hearing Healthcare Inc.(TSX VENTURE:SHH)

New division to be headed by former Senior Executive Vice-President of major pharmacy chain

Sonomax Hearing Healthcare Inc.(TSX VENTURE:SHH) announces that its Research & Development department has developed and perfected a proprietary technology which permits the integration of modular circuitry into the company's patented instant-fit custom earpieces. Named the SonoPlatform™, it will enable the company to offer a vastly expanded suite of hi-tech, instantly deliverable, affordable, hearing and communications devices to both the consumer and industrial markets.

Sonomax has established its new Consumer Division to exploit the potentials that the SonoPlatform™ has added to the company's arsenal. The company plans to offer consumers a new generation of affordable, instant-fit, custom-fit, hearing aids that are comfortable, do not squeal, contain state-of-the-art digital electronic components, and can be delivered in a single visit. The channel of distribution for these SonoPlatform™ hearing aids will be an extensive network of trusted specialty retailers. In due course Sonomax will also make these hearing aids accessible to veterans' organizations, homes for the elderly, retirement communities, and school and community programs.

The company is pleased to report that Mr. Claude Allard has accepted the position of Chief Operating Officer of its Consumer Division effective immediately. Mr. Allard was an important contributor to the profitable growth of the Pharmaprix drug store chain in Quebec, where he served as Executive Vice President in the decade from 1988 to 1998. In 1998 he was promoted to the position of Senior Executive Vice President of Shoppers' Drug Mart in Toronto, responsible for all retail development - a notable Canadian business success story.

SonoPlatform™ will also greatly benefit Sonomax's Industrial Division, which currently offers the most advanced hearing protection on the market. More and more, industry and the military are seeking wireless communications and noise cancellation devices that are effective in extreme noise environments. Thanks to Sonomax's new electronics capabilities, its Industrial Division will now be able to manufacture products to fulfill the presently unmet needs of this substantial market.

Sonomax's future plans envision broadening its suite of product offerings through the marriage of its SonoPlatform™ expansion technology with a variety of wireless products in the cell phone and personal entertainment spaces. These devices will offer enhanced performance over traditional products, which as a general rule, are compromised by the use of generic earbuds as the interface.

Barry Schwartz, Sonomax's Chairman and CEO stated, "The SonoPlatform™ technology represents the culmination of more than a year of intensive product development work and opens broad new horizons for Sonomax. It positions the company to be relevant for all in-ear applications, which will allow us to move beyond hearing protection alone, to where we are penetrating the broader, and substantially larger, hearing health and communications markets. We truly believe that Sonomax's portfolio of technologies is so unique and disruptive that our company has the potential of redefining multi-billion dollar markets. Clearly this development merits a dedicated business division led by a high level executive with a proven record of success. Mr. Allard certainly fills the bill. He is a highly respected expert in business development, retail sales, healthcare, and franchising - a unique skill set that bodes well for the success of our new Consumer Division."

Mr. Allard commented, "Sonomax's new SonoPlatform™ product line is not only technically impressive, it also has the potential to service an important need. High performance devices that help people to hear or communicate are good business, especially in an era when hearing loss levels are reaching epidemic proportions and the market for personal communications devices is experiencing explosive growth. We have a superior yet extremely affordable hearing aid that can be delivered in a single short visit versus weeks or months, and will be accessible in a mainstream retail environment. That represents a very compelling value proposition for a very large consumer market. My experience tells me that we are looking at a rare business opportunity. I look forward to doing my part to make this all happen."

Sonomax Combats World-Wide Hearing Loss Epidemic

According to the World Health Organization, hearing loss is considered by many to be a hidden global epidemic, representing a nascent and vastly underserved market of 562 million people worldwide with hearing loss, a number which is expected to grow to 915 million by 2025. Sonomax believes its unique combination of leading edge technology, one-stop delivery, and common affordability will enable it to substantially unlock and penetrate this market.

About Sonomax Hearing Healthcare Inc

Sonomax has invented a unique earpiece that is the gatekeeper between sounds and eardrums. With its multi-purpose capabilities, it can shut the gate on harmful sounds like workplace noise with unparalleled efficiency, and can also welcome sounds like music and voices with perfect fidelity. Technological advances in the hearing protection, hearing aid, and personal electronics fields, presently lack the last piece of the puzzle - an interface that will optimize their very exciting potentials. Sonomax's scientifically proven proprietary expansion technology is the last piece of the puzzle - an instant-fit, custom-made earpiece that delivers a perfect acoustic seal every time, along with a computer-generated proof of performance. Sonomax's SonoPlatform is the foundation for state-of-the-art hearing aids and digital wireless applications, to be introduced via a new paradigm of consumer access, cost and capabilities.

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