Sound Decisions Ltd
- Company typePrivate
- Founded2004
- HeadquartersAndover, United Kingdom
- Headcount—
- GTM typeB2B
- OfferingServices
Sound Decisions Ltd firmographics
Firmographics- Name
- Sound Decisions Ltd
- Legal name
- Sound Decisions Ltd
- Website
- https://sounddec.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Ownership category
- akta.pro rank
Sound Decisions Ltd industry classification
Industry- Product category
- Sports Audio Equipment & Event Broadcasting Services
- NAICS
- Other Sound Recording Industries (512290)
- SIC
- Radio & Tv Broadcasting & Communications Equipment (3663)
- akta.pro primary industry
- Audio/Sound Reinforcement (PA) (MPAGAKAC)
- akta.pro secondary industries
- Pro Audio Equipment (Mics, Interfaces, Mixers, Studio Monitors) (MPAIAJAB), Radio Content Production & Studios (On-air Production, Imaging, Jingles) (MPAIAEAL)
Keywords
Where Sound Decisions Ltd is headquartered
LocationHeadquarters
- HQ city
- Andover
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
Sound Decisions Ltd business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales
Revenue model
- Hardware Sales - Earwig Radios: Sale of proprietary radio devices including DualTune, OneTune, ScanTune, DoubleTune, TripleTune, and FourTune models. Radios are sold at events and through eBay online store. Custom branding available for orders of 1,000+ units.
- Event Broadcasting Services: Complete event radio broadcast solutions provided to event organisers, including transmission equipment, production facilities, and engineering support. Revenue-neutral model where production costs are covered through sponsorship and advertising.
- Sponsorship & Advertising: High-visibility branding opportunities on radio units and lanyards for sponsors. On-air advertising allows sponsors to deliver targeted messages directly to listeners.
- Custom Branding & Packaging: Custom-branded packaging options, earpiece printing, coloured molding, and imprinted lanyards available for orders of 1,000+ units.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Custom branding package (1,000+ units) |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Sound Decisions Ltd product offering
Product offeringCore offering
Sound Decisions Ltd designs, manufactures and supplies specialist audio solutions for live sporting events, anchored by its patented SoundDec© Earwig Radio product line of over-ear and in-ear FM/DAB receivers. The company delivers complete event broadcast solutions — transmission equipment, production facilities and on-site engineering support — to event organisers, venues and sporting bodies worldwide, enabling live commentary to be received directly by spectators at the venue. Revenue is generated through hardware sales (radios, custom branding), managed event broadcasting services and sponsorship/advertising on radio units and lanyards.
Product overview
Sound Decisions Ltd is a provider of specialist audio solutions for sporting events, offering the patented SoundDec Earwig Radio product line consisting of six distinct models. The portfolio includes the DualTune, OneTune, ScanTune (over-ear designs) and DoubleTune, TripleTune, FourTune (in-ear designs), with features ranging from single-frequency FM reception to multi-band capability (FM, DAB, AM, and Sport/ADS broadcasts). The FourTune model stands out with rechargeable battery and digital audio support. All earwig radios can be pre-set with up to 16 event channels for instant access to live commentary. In addition to radio products, the company offers complete event radio broadcast solutions including transmission equipment and production facilities, and RefTalk specialized radios for rugby fixtures.
Differentiator
Problem solved
Functional benefit
Products and services
- SoundDec© Earwig Radio (Patented) Patented radio receiver specifically designed and manufactured for receiving broadcasts at major events, providing live commentary directly to spectators' ears. Pre-set frequencies, volume control, available in over-ear and in-ear designs.
- DualTune Earwig Radio
Quantifiable outcome
- Revenue-neutral production costs for event organisers through sponsorship and advertising coverage
- +1 more outcomes
Companies that use Sound Decisions Ltd
Customer profileNamed customers18 records
Segments3 records
Ideal customer profiles3 records
Sound Decisions Ltd technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
Sound Decisions Ltd partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- BBCcoreCollaboration with BBC to deliver live commentary through earwig radios at sporting events. Sound Decisions takes the live broadcast from commentators and re-broadcasts to radio receivers.
- Sky SportscorePartnership with Sky Sports for live broadcast commentary services at sporting events through earwig radio devices.
- Channel 9coreCollaboration with Channel 9 for delivery of real-time event radio at major sporting events in Australia.
- NBCcorePartnership with NBC for event radio broadcast solutions at major sporting events.
- Sounddec Pty LtdcoreWholly-owned subsidiary handling Australian operations, sales, and distribution.
- Live Sports Radio LtdcoreRegional partner handling US and Canadian market operations and distribution from Troy, MI office.
- Emirates AirlineminorSponsorship partner for branding on earwig radio units and lanyards at events.
- Sky SportsminorBroadcast and marketing partner for sporting event coverage.
- BBC TMSminorBBC Test Match Special broadcast partnership for cricket commentary.
- GuinnessminorEvent sponsorship brand partner for equestrian and sporting events.
- BetfairminorGambling industry sponsor for branding and advertising at events.
- HeinekenminorBrewery sponsor for sporting and equestrian events.
- VisaminorFinancial services sponsor for major sporting events.
- World SnookerminorSport governing body partner for snooker event audio services.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Sound Decisions Ltd competitors and assessment
Company assessmentDirect peers
- Riedel Communications: Provider of professional intercom, audio, and broadcast infrastructure for live events, sports, and broadcast — directly comparable as a specialist vendor of purpose-built audio/communications hardware and engineered event solutions to sports broadcasters and venues.
- Listen Technologies: Designs and manufactures assistive listening, language interpretation, and personal audio systems for venues and live events — directly comparable in delivering dedicated personal audio receivers to venue audiences, with overlap in the spectator-experience use case.
- Williams Sound: Manufactures assistive listening, wireless audio transmission, and personal listening systems for venues and live events — directly comparable purpose-built audio receiver technology used to deliver content directly to spectators' ears.
Broad incumbents
- Sennheiser: Global pro audio equipment manufacturer (mics, headphones, wireless systems) with deep penetration in live broadcast and sporting-event workflows — comparable as a broad incumbent in pro audio whose wireless/headphone products intersect the same live-event audio use cases.
- Shure: Established pro audio manufacturer of microphones, wireless systems, and in-ear monitors widely used by broadcasters and event producers — comparable as a broad incumbent in the live-event audio hardware market serving sports venues.
- Beyerdynamic: German pro audio and headphone manufacturer with a strong presence in broadcast, studio, and live-event audio — comparable as a broader pro audio incumbent whose personal monitoring and broadcast headphones overlap with the Earwig Radio spectator use case.
Emerging players
- Clear-Com: Provider of intercom and production communication systems for broadcast, live events, and sports production — partial overlap as an event-audio communications vendor serving broadcasters and event production crews.
- Barix: Swiss audio-over-IP specialist whose streaming and broadcast hardware is used for venue audio distribution, paging, and live commentary rebroadcast — partial overlap in delivering low-latency audio content to venues over IP/broadcast infrastructure.
- RCS (RCS Broadcast: Provider of broadcast software, playout, and production tools for radio and TV — adjacent technology provider whose broadcast infrastructure overlaps with Sound Decisions' on-site event broadcast production workflows.
Others
- AKG (Harman Professional): Pro audio brand (microphones, wireless systems, headphones) under Harman Professional, supplying sports broadcast and live event customers — adjacent incumbent whose hardware is used by the same sports broadcast partners that Sound Decisions serves.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Sound Decisions Ltd social profiles
Digital presenceSound Decisions Ltd compliance and trust
Trust signalCompliance3 records
Sound Decisions Ltd financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sound Decisions Ltd leadership team
Management profileNumber of profiles
Profiles6 records
Sound Decisions Ltd subsidiaries and ownership
Company hierarchySubsidiaries1 record
Sound Decisions Ltd funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sound Decisions Ltd M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sound Decisions Ltd
What does Sound Decisions Ltd do?
Sound Decisions Ltd designs, manufactures and supplies specialist audio solutions for live sporting events, anchored by its patented SoundDec© Earwig Radio product line of over-ear and in-ear FM/DAB receivers. The company delivers complete event broadcast solutions — transmission equipment, production facilities and on-site engineering support — to event organisers, venues and sporting bodies worldwide, enabling live commentary to be received directly by spectators at the venue. Revenue is generated through hardware sales (radios, custom branding), managed event broadcasting services and sponsorship/advertising on radio units and lanyards.
Is Sound Decisions Ltd a public or private company?
Sound Decisions Ltd is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Sound Decisions Ltd founded?
Sound Decisions Ltd was founded in 2004.
Where is Sound Decisions Ltd based?
Sound Decisions Ltd is headquartered in Andover, United Kingdom, in the Europe region.
How does Sound Decisions Ltd make money?
Four revenue lines are on record. Hardware Sales - Earwig Radios are the primary driver. The others are event Broadcasting Services, sponsorship & Advertising and custom Branding & Packaging.
Who are Sound Decisions Ltd's main competitors?
Direct peers on record are Riedel Communications, Listen Technologies and Williams Sound. Broad incumbents are Sennheiser, Shure and Beyerdynamic. Emerging players are Clear-Com, Barix and RCS (RCS Broadcast. AKG (Harman Professional) is listed as an others.
Does Sound Decisions Ltd have an API?
No public API is recorded for Sound Decisions Ltd.
What industry is Sound Decisions Ltd in?
Sound Decisions Ltd's product category is Sports Audio Equipment & Event Broadcasting Services. Its primary akta.pro industry code is MPAGAKAC, Audio/Sound Reinforcement (PA), with a secondary code of MPAIAJAB, Pro Audio Equipment (Mics, Interfaces, Mixers, Studio Monitors). Its NAICS code is 512290 and its SIC code is 3663.