Shift and Industry Collaborate on ORA iPad Sound System Dylan Duarte November 19, 2012 Press Release 1 Flares 1 Flares × There are plenty of display stands and speaker solutions for the iPad, but only one is the result of a joint venture between engineering firm Shift and award-winning design firm Industry. The ORA packs eight speakers into a protective case and stand for Apple's tablet that gives users a new way to watch content. The speakers deliver five times the sound volume of the standard iPad speaker and ORA's battery provides ten hours of play time, designed to match the iPad's battery life. Unlike the default iPad speakers, which face away from you, all eight of the ORA's speakers are front-facing. The iPad is encased inside of the ORA, which provides not only a firm hold on the device but also a protective external layer. ORA isn't coming to retailers without your help. The firms are launching a Kickstarter campaign, starting today, to raise $450,000 to help with manufacturing and engineering costs. Like most Kickstarters, different pledge tiers have different rewards. Visit the ORA Kickstarter page for more details. Full Press Release » ORA Packs Eight Speakers Into a Beautifully Designed, Protective Case and Stand for iPad™ New Product From Noteworthy Engineering and Design Firms Provides High-Quality Audio, Rugged Protection, Versatile iPad Stand in a Portable Package; Firms Announce Kickstarter Campaign to Aid in Development SAN FRANCISO, Calif.- November 19, 2012 – Product engineering gurus SHIFT and award-winning design consultancy INDUSTRY today announced the creation of a joint product named ORA. Designed for iPad, ORA merges high-quality sound with a beautifully crafted, portable design that allows users a better way to enjoy their favorite movies, music, apps, and more. As part of today’s announcement, the companies will be announcing a Kickstarter campaign to raise funds and build awareness for this unique new product. ORA provides immersive audio quality, portable protection, and beautiful design in an affordable package. The device features eight tuned, front-facing speakers which deliver five times the sound volume compared to the iPad’s standard speaker, an integrated cover that protects the speakers and screen and flips open into a stand, and a lightweight and rugged enclosure. ORA also includes its own battery, allowing users up to 10 hours of unplugged play time. The product differs from traditional iPad audio products by packing a high quality audio system into a, portable package that compliments the iPad design aesthetic. “iPad users crave music, movies, and digital content while on-the-go, so we wanted to create an accessory that optimizes sound quality while maintaining portability,” said Olivier Boireau, CEO, SHIFT. “Its amazing display provides a unique viewing experience, yet the existing audio output doesn’t always live up to the high visual standard. Our product provides the high quality sound your iPad deserves—in a beautifully crafted, go-anywhere design. ORA is the perfect combination of form and function.” The companies today begin a 30-day Kickstarter campaign to raise $450,000 to aid in manufacturing and engineering costs for an initial production run. Backers of the project can donate to help produce the ORA Sound System, with rewards offered for certain pledge tiers. Backers can receive their own ORA starting with a $99 pledge. For more information, please visit: OraAudio.com. “What separates us from some other Kickstarter campaigns is our long track record of delivering innovation,” said David Thorpe, Co-Founder, INDUSTRY. “We are passionate about merging best-in-class technology with beautiful design and ORA is the culmination of that vision. We are passionately invested in this product, have funding it ourselves so far, and are set on bringing it to market at a price that lets everyone in the door.” Product details ORA's advanced audio design features include: Eight speakers that deliver more than five times the loudness of the iPad and reduces the total harmonic distortion (THD) level well below competitive designs, bringing clarity to voice and instrument audio. A Digital Signal Processor that controls the 3D stereo expansion in both landscape and portrait orientations, creating a wider stereo image and a full, immersive experience. Dynamic range control, which makes use of the 16 Watt peak power available to present small audio cues and prevent distortion from louder audio. Parametric equalizer that adjusts the speakers' dynamic response with optimized volume to ensure a better listening experience in all conditions. Technical specifications: Compatible with iPad 2 and iPad 3 Integrated rechargeable Li-Ion battery for up to 10 hours of play time Standard iPad 30-pin connector Private listening with 3.5mm headphone jack About OBJEKT ORA is a project brought to you by OBJEKT - a joint venture between product engineering gurus SHIFT and award-winning design consultancy INDUSTRY. Brought together by a shared passion for translating brilliant ideas into innovative products, OBJEKT is collaboration at its best: two nimble and experienced teams, pushing the boundaries of traditional product design, coming together to create a truly disruptive product experience. Let’s make some noise for that.