Swiss hearing aid giant Sonova tries to recapture the lead in hearing aid market with the launch of its direct streaming audio hearing aid devices.

On Thursday,Swiss-based Sonova launched a new hearing aid that streams audio directly from wireless mobile devices.

The launch closes the gap to its Danish peers who have pioneered a similar technology.

Sonova , the world’s biggest hearing aid maker, had come under scathing criticism for having missed out on an opportunity, after its rivals, including GN Store Nord introduced direct streaming hearing aids for Apple devices in 2014 which sold like hot cakes to tech-savvy baby boomers.

With the launch of these new hearing aids that feature direct streaming, the Swiss company is aiming to put the record straight. Its new devices can connect to not only iOS devices from Apple but can do so with just about any bluetooth-equipped device, including those running Google’s Android.