Why do we need a 17,000 ruble multifunctional speaker?

      It seemed that everything was clear with portable speakers. For about ten years, manufacturers competed to make the most rounded, waterproof, and loud speaker. The market appeared to be established and not prone to surprises. But the numbers, as if to spite, decided to challenge this logic.

      According to industry reports, global sales of Bluetooth speakers are not decreasing. On the contrary, by 2032, they could nearly double, adding a steady 7-9% annually. In Russia, the picture is not so stable, and demand for devices fluctuates, sometimes falling and sometimes creeping up. Last summer, for example, sales of portable speakers on marketplaces suddenly jumped by 30% compared to the previous year.

      At the same time, a quiet but significant shift is brewing within the category. Users are no longer satisfied with just playing a track. They want the speaker to replace karaoke, a DJ at a children's party, and a sound engineer at a small gathering. It's not so much about the small size of the device as it is about its power.

      Linear sound quality scale

      Against this backdrop, the Russian brand "Ural" released a series of speakers called "Bolt." It is interesting not for any one model but for the very approach to forming the lineup of devices. The power of the speakers starts at 320 W and goes up to 640 W, while the sound quality increases with the growing power.

      In the lower versions, there is a simple two-way speaker system. In the higher versions, there is already a three-way system, where the vocals are made clear and the overtones noticeable. However, the basic "gentleman's set" is the same for all models. All speakers have panoramic sound at 270 degrees, DSP signal processing, IPX4 splash protection, and karaoke along with a wireless microphone and remote control.

      Size matters, but not always

      The smaller "BOLT 32x10" with dimensions of 264×263×350 mm is a compact chubby speaker for home or a trip to nature with friends. The "BOLT 44x11" is larger, measuring 290×285×420 mm, and is suitable for a spacious room. The "BOLT 45x20" stretches up to 480 mm with the same base, hinting at solidity. The flagship "BOLT 64x21," standing 600 mm tall, looks like a full-fledged audio system. You want to place it in the corner and leave it alone.

      Panoramic sound initially seems like a marketing gimmick, but it really works. This technology is suitable for small enclosed spaces, where power numbers no longer matter, but the feeling that music surrounds you does.

      Why sales are growing

      Partly, sales are growing so confidently because the segment of waterproof and autonomous devices has proven to be very popular in Russia. People are tired of wires and settings, and they want to take out a gray box, press a button, and have it work immediately.

      By the way, domestic brands have picked up on this demand quite well. According to marketplace data, Russian manufacturers are gradually taking market share from global brands. The same "Ural" managed to double its presence on Ozon in 2025 and reached second place in portable speaker sales.

      From a marketing policy perspective, the "Bolt" series looks logical. The manufacturer does not try to create one speaker for all occasions. Instead, they offer a variety of options, from a modest home speaker to a device that can rock a party.

      And importantly, all of this fits into a fairly wide price range from 10,990 to 17,990 rubles.