A life-size mannequin of Chinese basketball wonder Yao Ming was the most visually striking element of Monster Cable's typically eventful pre-show press conference. This "aspirational figure" says he integrates technology into his busy life because "music helps me achieve." He promo-toured China with Monster last summer, but what really raises an eyebrow is that Monster has opened 10 Yao stores in China. Entire stores devoted to a single marketing idea. Wow.
Monster now has 34.9 percent market share in headphones, thanks to its Beats line, with only Bose even coming close. Last year's Miles Davis Trumpet earbuds have gone into a second generation at a lower $299 price point. The "world's smallest" in-earphones achieve their small size by building the driver into the tip, not the body. Trumpet-valve-like controls are built into the cord. A release of Davis' classic Sketches in Spain in surround complements the product.