Although Parrot has established itself as a leader in the European Bluetooth hands-free car kit market, with 55% market share in 2007 (source: GfK), its product portfolio is diverse. It also includes two wireless Bluetooth-enabled mobile soundboxes - Parrot PARTY and Parrot BOOMBOX - MMS digital photo frames with built-in SIM cards which receive photos via MMS from a mobile phone from anywhere in the world, car stereo and wireless conferencing systems.

Chris Roberts, Parrot UK country director, commented to IER on the company's USPs and its strategy for the future: "Parrot has a universal software platform which means that it works with different phone brands. Our voice recognition technology - our core competence - is second to none. The company has a range of unique products using the convergence of voice recognition technology with Bluetooth which with the help of phones take pictures, play music etc.

"In 2008, Parrot will be focusing on the developing the retail channel strategy, which will include a significant investment in the independent channel (currently it mostly means traditional car audio, car phone and car security stores). We have plans to develop our digital photo frames, adding multi-connectivity to them. We will also work hard to maintain our position as a leader in product innovation in the segments we occupy, by adding more features to make products easier to use."

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