CES 2020: NAD Unveils Its Masters M33 BluOS Streaming DAC Amplifier

(January 15, 2020) Nearly one year after revealing its tantalizing M10 BluOS Streaming Amp, NAD arrived at the world’s premier consumer electronics showcase with a befittingly premier product of its own: the M33 BluOS Streaming DAC Amplifier. Unlike the M10, the M33 ($4,999) carries a price tag that not only screams high performance, it practically demands it.

Possessing a potent 200 watts per channel backed by HybridDigital Purifi Eigentakt technology, the M33 is designed to bathe the ears with powerful sound devoid of distortion and noise. That sound is enhanced through the use of Dirac Live Room Correction, which tweaks both frequency and impulse responses for incredible, life-like imaging and performance. And because the M33 allows for five different Dirac memory profiles, owners have tremendous flexibility for different acoustic scenarios and musical tastes.

While the M33 houses a variety of traditional inputs and outputs (HDMI, USB, Optical, Coax, AES/EBU, phono, sub out), it also accommodates Airplay 2 and aptX HD for streaming from computers and handheld devices. Additionally, it offers BluOS, a technology that NAD believes is the “most advanced network streaming and multi-room operating system available.” While BluOS delivers Hi-Res multi-room support, it also provides access to full MQA decoding from local NAS servers, shared drives, and the most popular Hi-Res streaming services.

The M33 is set to begin shipping in March 2020.

 

[GFOviedo]

Wow, $4,999 price tag that screams high performance? I don't understand how these company keep making devices with such high price tag, when people can build / make their own that provide the same or better performance.

 

[Todd Anderson]

This $3.9-$4.9 price tag is becoming all the more common. It must be a sweet spot in sales for those reaching to higher high end, but falling a tad short in the wallet. I'd have to agree with you, tho... it's hard to believe there's enough buyers in that range.

 

[GFOviedo]

This $3.9-$4.9 price tag is becoming all the more common. It must be a sweet spot for sales for those reaching to higher high end, but falling a tad short in the wallet. I'd have to agree with you, tho... it's hard to believe there's enough buyers in that range.

I work for a chemical company, and I was making a product that goes out to several customers. After packing the product, and labeling it according to the customer labeling standards, I happened to noticed the cost for each (which I guess I wasn't supposed to see this). The product was the same for all of the customers, but the price difference was enormous. So, consumers are paying for the name brand and not the product itself. Needless to say, whenever I need any cleaning chemicals, I get them at the dollar store.

 

[GFOviedo]

I suppose its all about perception and how good your marketing team is.

 

[JStewart]

Had to think about this for a minute....
Its actually not an outrageous value proposition for what it is so long as the DAC implementation is top notch. But you can do better price wise depending on benefits/features.
Amps using the Purifi modlules, which seem to measure state of the art specs and sip power comparatively, are $2500ish. (Nord, March Audio)
A good DAC/Pre-amp/Streaming Device like MiniDSP SHD (with Dirac 2.0) $1200

Of course NAD gives you an all in one slick looking solution with a touchscreen. Perhaps a more user friendly solution in BluOS. The potential to be part of a synced wireless home audio system. (Not 100% sure that you can't with the SHD)
Dirac Sub-Integration/Bass Management for either TBD.

t's hard to believe there's enough buyers in that range.

I'd bet they will sell if only because I'm continually surprised by what people can (appear to?) afford.

 

[Grzywa]

I think best way to understand what's what would be to know manufacturing cost. If BOM is 100$ and manpower with energy is another 100$ per unit then 5k$ is outrages from that point of view.
Then you have build quality, visual design and functionality (ie. user interface). How much are you willing to pay for that ? If it's 4000$ then it's ok, it's your choice. From this point of view it's not outrages. But, there's "but" - From this same point of view what is often outrages is marketing that is not honest. Making up physics, parameters, explaining how this DAC is better than anything else on the market when it's common , etc....

 

[JStewart]

I think best way to understand what's what would be to know manufacturing cost. If BOM is 100$ and manpower with energy is another 100$ per unit then 5k$ is outrages from that point of view.

I have a different point of view. As a consumer I can choose between different options that provide the benefits and features I need or desire OR I can choose none. Why even worry about what it cost to manufacture? And by the way, having been in manufacturing I can tell you that most people grossly underestimate the real cost per unit.
I trust that market forces will keep pricing balanced in the long run. Imbalances create opportunities that are filled. Short term exceptions will occur.

But, there's "but" - From this same point of view what is often outrages is marketing that is not honest. Making up physics, parameters, explaining how this DAC is better than anything else on the market when it's common , etc....

Dishonesty will always be outrageous. Fortunately that does not apply to NAD.

 

[Grzywa]

It seems that your point of view is more aligned with second one that I have described, and that's fine.
As for manufacturing cost I too (still) work in manufacturing, not electronics so it's completely different relation of asking price and costs. But I had enough experience in electronics manufacturing to judge this particular example. All electronics parts for processing of OS, connectivity, interface and I/0 is not more than 50 bucks. DAC (they don't mention which model of ESS was used and preamp same, few bucks more for phono stage and balanced input (but is is real balanced - all the way up to the end ?) . Amp section considering that unit is rated 200W both in 8 and 4 ohms suggest that not much was invested in power supply that usually costs biggest chunk of BOM so it will not add much to the cost.
Sure there is OS development and boards design, but those are just upgrades of existing platforms, cost is not as high as you can imagine.
This adds up to some number but we are nowhere close to 5000$. Asking price is several times (in range of 10+x) than manufacturing cost. And it's not bad, don't get me wrong - as long as they are honest about it. And for most part NAD is. Sure they are not telling you everything, some specs are vague, but all in all it's quite good.

Now on the market you can find better solutions (IMHO) for much much less, not to mention for the same money (ie Naim). You can build much better from separates as well.

In audio world it's known fact that prices are rarely related to manufacturing costs. There are tons of examples of great equipment with as much copper in it as "high end" alternative butcosting fraction of the price.

 

[NBPK402]

Years ago... I worked in a retail store and processed returned to the Manufacturer. One day I was processing a shipment and the items cost $5, but after the store markup the price had been $50!

 

[Todd Anderson]

Pricing is always tricky. You have the bill of materials... but you also have to factor in research and development costs, management and company overhead, marketing/pr, cost of manufacturing, warehousing and shipping logistics, and dealer mark up. I’m sure there’s also a fine dance performed to align a product’s price point to within certain market segments.

it can add up quickly!

 

[JStewart]

Pricing is always tricky. You have the bill of materials... but you also have to factor in research and development costs, management and company overhead, marketing/pr, cost of manufacturing, warehousing and shipping logistics, and dealer mark up. I’m sure there’s also a fine dance performed to align a product’s price point to within certain market segments.

it can add up quickly!

Yup. And as I previously stated:

I trust that market forces will keep pricing balanced in the long run. Imbalances create opportunities that are filled. Short term exceptions will occur.

It’s just a fact of a free market.

I actually think we’re all on the same page here. Just expressing different ways of looking at pricing relative to our personal perceived sense of value.

 

[ddude003]

Seems NAD has become a systems integration company... Would love to see a close-up dear-down of this Class D kit...

 

[Flak]