WiiM is one of the most interesting companies in the audio world right now, breaking out in the last couple of years in no small part thanks to capitalizing on Sonos’ disastrous app update, and the company’s quieter period since.
In that time, WiiM went from offering add-on boxes for traditional hi-fi, to launching sleek integrated streaming amps, to launching its own wireless speakers and subwoofer, starting with the WiiM Sound, to unveiling its first soundbar.
Ahead of the soundbar’s launch, I spoke to WiiM’s CEO, Dr. Lifeng Zhao, about the decisions the company made in developing the soundbar, whether WiiM has a signature sound profile, and what it means to offer “simplicity” in the context of these products, among other topics.
Lifeng Zhao is the Founder and CEO of Linkplay Technology Inc., and a technology entrepreneur with deep expertise in connected devices and audio/video networking. Before founding Linkplay, Zhao served as Director of Software at InterVideo Inc., and later as President and co-founder of Nemochips Inc., building expertise across multimedia software and application ICs. In 2014 he founded Linkplay Technology, leading the development of the Linkplay streaming audio platform and the WiiM brand, technologies now embedded in more than 10 million connected audio and smart-home products worldwide. Zhao holds a Ph.D. in Electrical Engineering from the University of Southern California, holds more than 30 US and international patents in audio, video, and networking, and has contributed to products recognized by the CES Innovation Awards, Red Dot, iF Design Award, and Japan Good Design Award.
TechRadar: Tell me why you guys have chosen to do a soundbar now.
Lifeng Zhao: WiiM is four years old; in terms of brands right now we are a new player. So we did a streamer and amplifier, which convert or upgrade your existing audio gear. Those get really popular among our users, who start to expand [where they use them] to more environments: their living room; their media rooms. So, we always get this kind of feedback — they ask “when will you guys launch home theater, because we already have your gear, but we don’t want to have separate components”.
To use our streamer or amplifier, you have to have passive or powered speakers, right? But many people want to have one powerful all-in-one device in their living room. So they don’t really want separate components because you know there’s messing [with wires, and aesthetics], so we are always getting this request.
I’m also a big fan of entertainment, so for myself I want something simple to use with Dolby Atmos that can fulfill my music and TV experience. So, it came both from our own use, as well as a request from our community.
TechRadar: So, did you consider making an AV receiver or something like that before you decided to go the soundbar route? You already made the amps, so an AV receiver seems like it might have been the obvious way to go.
Lifeng Zhao: We already have the AV receiver if you think about it, right? We have the amps.
TechRadar: Only two channels.
Lifeng Zhao: Yeah, 2.1. But you can expand it with your surrounding channels [using wireless WiiM speakers]. That’s the beauty of our systems. We don’t want to make a traditional AVR, but we have a solution for those AVR users. People want a multi-channel system, but they don’t want messy wired solutions. It’s not flexible, and there are many limits on the placement, so we already have 2.1, but you can expand it with the surround speakers.
We are looking at more possibilities, but we don’t want to make a legacy AVR; we want to make compact powerful and wireless versions of AVR.
TechRadar: The soundbar you guys are releasing is very good value considering the amount of physical channels that you’ve built in, and the amount of technology. A lot of soundbars at a similar price to yours are quite small, whereas yours is reasonably big. Can you talk through the design process around deciding how big you wanted the soundbar to be, and how that paired with the price you wanted to charge?
Lifeng Zhao: First of all, let’s go back to our target users. We want this soundbar for both needs: watching TV plus listening to music. We don’t want you to have to have two separate devices just because you watch TV and listen to music in your daily lives. So then we were thinking about how if we make [a product] only for the TV, just to improve the voice clarity, then we don’t really need to go big — but we see a lot of people really want to listen to music with good bass, so the physics of that means we cannot make it too small.
So then we are thinking we can make [a soundbar with a subwoofer] but many people prefer the simplicity of an all-in-one — so that also gives us a size limit. So for our first one we wanted [to make one] people can just buy for most use cases. So with the size, our main target market is the US and Europe, and in most of Europe people have a single family [room]. So they have 55 inches or up TVs. So we did some surveys, and we think this is the kind of right size which can capture the majority of our audience.
TechRadar: You mentioned trying to balance the bass with the size and the compactness. So, you’ve got the four passive radiators in there. Were you designing the size of the soundbar around the size of the speakers and radiators you wanted to use, or were you choosing the speakers based on the size you wanted the soundbar to be?
Lifeng Zhao: We start with acoustic criteria. We say how deep a bass we want, based on our [previously launched devices]. We launched the amps, and we see how people set up their systems. We want to go to 50Hz, so users could get good bass — so that kind of gives us an acoustic volume. We calculate size based on this volume, but we do want it to be a sleek soundbar, so we have some height limits. But we can calculate the length, depth, and the height while leaving space for the speakers.
I always say we start from the acoustic criteria, then we calculate the size, then we design the best speaker driver according to this size limit.
TechRadar: Do you have more than one HDMI port, for passthrough?
Lifeng Zhao: We have one HDMI eARC, we don’t have passthrough. We are thinking that people will connect most of their devices through the TV, because you have multiple HDMI inputs in the TV.
TechRadar: A lot of your competitors also only have one HDMI port, but there’s a large number of people who have had their TV for a long time and they’ve collected a lot of boxes to connect to it, and so it can be really difficult to lose one of your HDMI ports to your soundbar. So, is there a reason behind this decision: was it either to do with cost or technical design or simplicity that you chose to only have one port?
Lifeng Zhao: Design is always about trade-offs, right? So, here I would say we value the simplicity, so people aren’t confusing HDMI and HDMI ARC. Before this journey [at Linkplay/WiiM] I also worked on media devices a lot in my past career, so we know that simplicity is very important. This is a choice to value that simplicity more in this device.
TechRadar: One of the interesting things about your soundbar is that you have a screen on the front, like the Wiim Sound speaker. Screens on soundbars is always quite a controversial topic, because people feel very strongly about having a light in front of their TV. Tell us about how the screen will work when you’re watching content, and why you decided to include it.
Lifeng Zhao: We actually debated a lot internally. Our first screen-enabled devices [were the streamer and the amplifier], then the Sound speaker. So we actually accumulated a lot of experience in how people use a screen. To go back to your question regarding why we put a screen on the soundbar: first of all, the soundbar is made both for people using it for music and also watching TV, and in both cases we see a need for a screen. To give you some examples, when you listen to music, people always look somewhere to see what’s playing, and they like looking at their favorite album art. We see people will even build a separate display just for artwork while listening, so we see this, and we want to provide integrated solutions for that.
Then we go back to the soundbar. So actually we are saying two things. One is that if you don’t really need the screen, you can turn it off. Another thing is that we really want instant feedback. Think about it: if you only have an LED light right there with so many inputs, output and functions, how do you know what the status of the device is? It’s really confusing even for me when I look at the LEDs, you know? I always forget, like, [what would flash] when the network doesn’t work, right? How do I know it?
So, we want to give people a simple and intuitive control plus the instant feedback, because the device is so powerful. There are many statuses that may be important to your use cases. In a simple device we can just use a very simple app, but when it becomes very powerful, like your smartphone, you have to have a screen for people to interact.
TechRadar: There are obviously two ways to think about simplicity. And one is to have less information shown to keep it simple, and to have users trust that they’re in the mode they like and things won’t change. Whereas I think you’re saying that the way to introduce simplicity is to make sure people have all the information in front of them, so they’re not questioning what the options are. That more information makes it simpler. Is it fair to say that’s how you feel about it?
Lifeng Zhao: What I’m trying to say is that there are certain use cases where you need more information, but we don’t want to give people too many options. So if you don’t want that screen while you’re watching TV, our system will automatically turn off for you because you can separately configure the mode for each of your watching needs. But you can do even more, or we can do it automatically for you by default. You just need to set up once.
We want people using the screen intuitively. We don’t want to cause confusion; we don’t want to become complicated. But [instead of] only having a red or a yellow indicator, we will tell you, oh, your network is disconnected, or your format is not supported, right? Let’s say you don’t support DTS, right? If you just have a yellow indicator, people will not really understand, they’ll get really frustrated because they don’t have any audio. So that’s the kind of simplicity we want to have.
TechRadar: When it comes to expanding the system, you’ve got the ability to easily go to 5.1.2 channels by adding on the other WiiM products. Did you consider going beyond that? Because presumably with your technology, you could offer 7.1 2 or 5.2.2. Did you think about offering these?
Lifeng Zhao: Yeah, that’s the beauty of our system, right? We started from separate components, so we accumulated a lot of experience. Another thing is that if you look at our wireless technology, we invest a lot in terms of wireless infrastructure — we have Wi-Fi 6E, so if you have the best routers we can leverage your routers, so we don’t really have a limit. If your wireless environment can support it, we can expand it more.
Yes, when we launch the soundbar it supports 3.0.2, but as you mentioned we can expand it beyond 5.1.2, so that’s exactly what we are doing, with the latest Wi-Fi standard you know we can expand more and with low latency.
[Editor’s Note: Since this interview, WiiM has changed its stance and is aiming to support adding front left and right separate speakers for use with the WiiM Bar at launch, which can be either WiiM’s wireless speakers or can be any speakers attached to a WiiM amp. Dr. Zhao gave us this additional comment: “We can confirm the bar supports wireless front, left, and right speakers. This wasn’t originally intended as a launch feature, but based on community feedback and the team’s testing, we decided to share it. There seems to be a lot of interest from our community, so if feedback and internal testing continue to go well, we’ll look to keep it in.”]
TechRadar: So are you saying that actually someone can go beyond 5.1.2 channels?
Lifeng Zhao: Right now we are saying 5.1.2, but potentially, with the software update we can expand more.
TechRadar: Speaking of wireless technology, have you guys explored Dolby Atmos FlexConnect as an option for your products?
Lifeng Zhao: We always look at different types of connectivity and the multi-channel options. FlexConnect definitely is on our radar.
TechRadar: Is there any reason why you’re not supporting it now?
Lifeng Zhao: This is our first one, right? As I mentioned, we can support it with a software update, so the hardware is there. It’s just about whether we feel it’s mature enough, or the user experience [is ready]. We don’t really want to give people half-baked technology; we want to make sure it’s really good and people can easily use it. So there’s a possibility that we can do it even in current hardware with the software update, but I cannot commit on this one yet.
TechRadar: Speaking of the ecosystem, it looks like this is another piece of hardware that doesn’t support Apple AirPlay 2, which is true of a lot of the new releases WiiM has launched. Are you able to say why this hasn’t been included in the last few products?
Lifeng Zhao: We have many options on our devices, we support like more than 25 music services, then we have other ‘casting’ options there — and we value the people’s content. If you’re using Spotify, we want you using Spotify Lossless instead of a compressed [stream], and we see a lot of confusion, actually, of people using Spotify Connect with the other option you just mentioned [AirPlay 2]. So, it’s really a choice, like a design choice — we make it easy to use with high-res.
We really want people to leverage the best quality of their music on our system, and we also offer other options, which you can do very easily. We have multi-room no matter which source, via input to the Wiim. And with most of the music sources you can do lossless audio — so that’s the two options we offer right now.
TechRadar: You’re offering your RoomFit room correction here. I guess this is a very similar technology to what you’ve offered on the amps previously, but did you have to make any changes for working with Dolby Atmos and other formats you’re supporting here?
Lifeng Zhao: It has to be different, right? Because in the soundbar we handle Dolby Atmos as a type of spatial audio, we also handle DTS, so we have multi-channel [sound to deal with]. Previously with RoomFit we started with like one device, then we expanded to 2.1 with a subwoofer — but now we’ve expanded RoomFit for the entire system. It’s adding your surrounding speakers, adding your subwoofer, it’s not only doing stuff like balancing your SPL, or frequency spectrum, we also balance timing.
So we really expanded RoomFit for the spatial audio. We invested quite some time to get it right, and hopefully when we launch this soundbar people will be amazed by just how good it is. You just do one-tap calibration, it does everything for you: it calibrates the latency, the level matching, both for your front and surrounds and your subwoofer.
TechRadar: You mentioned earlier about designing the acoustic signature to deliver the right kind of sound that you wanted. And would you say that the new soundbar and the WiiM Sound speakers and your amps share a particular sound signature? Is there a sound signature that you believe is the WiiM style?
Lifeng Zhao: We are not really traditional hi-fi, if you look at our history. We really value the source. So that’s why we always emphasize that, if you have a very good source, we want to replicate that in the original format. That means the resolution and in the bit depth, so we try to minimize the distortion when we do the [digital-to-analogue].
We do a lot of things mathematically to try to perfect the sound based on your existing system. In our amp we want to value your speaker signature you already have, so in our RoomFit we actually we want to just tackle the room mood most. So your high end, high frequency — we want to keep that signature [of your speakers] because that’s what you paid for, right? So I would say we want to value people’s preference more, and in the parts we can do well, we control that part — then we give people options. Simplicity, plus the powerful control.
If you go to advanced settings, you still can change your signature because if people whole, like, a warm sound they [can have it].
TechRadar: That makes sense, especially for the amps and things. But when you’re making the soundbars and and WiiM Sound speakers, you’re the ones choosing what the speaker output is going to sound like. So did you guys settle on a particular sound profile you wanted to make the default, or is it different for the soundbar than for the music speakers?
Lifeng Zhao: Exactly. Out of the box we want a really good sound, and if you talk about a sound signature, we do have different profile settings for the HDMI input or the music inputs. For the music inputs, we want to really have good clarity and a rich sound [with] respect to the original. Then for the HDMI, we tuned for more bass, for immersive audio. So we have a different profile, and I think it’s a very good default for each of the sources.
TechRadar: It’s interesting to talk to you about this element, because there are some companies I speak to where the speaker drivers are the things they really focus on, whereas your focus seems to be more on the processing and the signal pathway. Do you think that comes from the kind of company you are, as a digital platform company that has extended into speakers, instead of the other way around? Do you think that makes big difference as to how you approach your products compared to older hi-fi companies who did the analog part first and then are adding the digital in?
Lifeng Zhao: To make a better product, we need to marry the two sides. I would say we start from the digital world, but when we did the amplifier we actually [developed] a lot of analog, so we have a really good understanding of that digital-to-analog [process]. So we definitely are also analog people, and then when we do the speakers, our teams have people who worked in traditional [hi-fi] companies such as Harman Kardon, so we do have expertise on this area as well. Our talents will be in wireless, and in the DSP, and we also have a lot of acoustic engineers.
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