Partnership with Post Malone kicks off with this launch as part of the “For The Music” audio brand campaign.

 Sony has today announced the expansion of its ULT POWER SOUND series, designed to make you feel like you have dived into the front row of the arena. Under the tagline of “Massive Bass. Ultimate Vibe.”, new party speakers, the ULT TOWER 9, ULT TOWER 9AC, ULT FIELD 5 and ULT FIELD 3 are built for music lovers and offer a heart pounding audio experience with powerful bass and dynamic sound, at the touch of the ULT button. The ULTMIC1 – a pair of wireless microphones compatible with the ULT POWER SOUND series – is also added to the range.
The ULT TOWER 9 and ULT TOWER 9AC offers massive bass and powerful unrivalled sound pressure in the party speaker model. With the wireless ULT TOWER 9 your music can follow you everywhere, and the AC-powered ULT TOWER 9AC delivers even more powerful sound. Hitting the ULT button gives you access to two exciting bass modes – ULT1 for deeper, lower frequency bass and ULT2 for powerful punchy bass. Plus, you can take the party to every corner of the room with 360°Party Sound. The ULT TOWER 9 and ULT TOWER 9AC features four tweeters that deliver clear sound to both the front and rear of the speaker, with two mid-range speakers for vocal clarity. The speaker also includes Sony’s X-Balanced Speaker Unit, to ensure clear and powerful sound. Together, this speaker ensures the sound spreads so that no matter where you are in your space, you’ll feel the full power of the music.

The party never has to stop thanks to the ULT TOWER 9’s 25-hour battery life , while the ULT TOWER 9AC is also available with an AC connection without a built-in battery, delivering more powerful sound pressure. The easy-to-carry handle makes it simple to carry or lift the ULT TOWER 9 while the stable castors mean you can easily pull the speaker too so your favourite tunes can follow you wherever you go.

The ULT TOWER 9 and ULT TOWER 9AC do more than just play music — they transform your space into a full-on party experience. The 360°Party Lights create a synchronised lighting display that lets you link up to 100 compatible speakers, syncing both music and lighting seamlessly – filling any location with the ultimate party atmosphere.

The ULT TOWER 9 and ULT TOWER 9AC are also equipped with fun and convenient features such as karaoke and guitar inputs as well as the unique TV Sound Booster function that lets you enjoy an enhanced audio–visual sound experience while watching everything from live performance videos to movies.

Bring your music anywhere with the ULT FIELD 5 and ULT FIELD 3:

Enjoy the beat anywhere with the ULT FIELD 5 and ULT FIELD 3 that feature a shoulder strap to easily to take your music with you.
The ULT FIELD 5 offers a superior music experience with powerful boosted bass while the ULT FIELD 3 delivers powerful bass from a compact body.

Experience the immersive ULT POWER SOUND with the ULT FIELD 5 and ULT FIELD 3, engineered to deliver enhanced bass that pulls you deeper into every track by hitting the ULT button. ULT FIELD 5 features two types of powerful bass sound with ULT1 for deeper, low frequency bass and ULT2 for powerful punchy bass. On the ULT FIELD 3 you can turn ULT POWER SOUND on by hitting the ULT button for enhanced bass.

The technology in the ULT FIELD 5 works in harmony for better sound quality. The X-Balanced Speaker Unit produces a clear and powerful sound with a tweeter providing a crisp and spacious sound for high frequencies. The passive radiators are optimized to enhance bass sound, put it all together and you get a great sound worth sharing with your friends.

The ULT FIELD 3 offers power that doesn’t compromise clarity. The speaker delivers powerful sound and crystal-clear vocals from the 2-way active driver design, incorporating a dedicated woofer and tweeter. Plus, the layout of the side passive radiators has been optimized to enhance bass sound.

The detachable shoulder strap is perfect for life on the move. The shoulder straps offer multiple carrying options; let it hang by your side or position it perfectly to project sound wherever you need it. This makes it ideal for adventures on your bike, skateboard or on foot . With the ULT FIELD 5 and ULT FIELD 3 you can choose the colour that matches your look, from Black and Off White, and an additional Forest Grey colourway with the ULT FIELD 3.

Keep the energy going all night with the ULT FIELD 5’s impressive 25-hour battery life while the ULT FIELD 3 offers up to 24 hours of non-stop power.

With IP66 and IP67 waterproof and dustproof rating , the ULT FIELD 5 and ULT FIELD 3 are ready for listening by the pool, at the park or wherever you like, no matter how dusty the surface – and there’s no problem washing them either . The speakers are also salt-water resistant, which means you can enjoy music even at the beach.

The 360° Party Lights are also added to the ULT FIELD 5 to brings your party to life. While both speakers also include other convenient features such as Party Connect, Multipoint Connection, Bluetooth® Fast Pair and a USB charging port.

The ULTMIC1 is also being introduced to the ULT POWER SOUND series. Whether it’s a solo performance or a duet with a friend, take centre stage with the ULTMIC1 and sound incredible every time. Sing your heart out with crystal-clear vocals and immerse yourself in the joy of karaoke. Designed to pair seamlessly with our ULT POWER SOUND series speakers, these wireless microphones instantly connect two great sounding wireless mics by inserting dongles into the mic port, delivering exceptional vocal clarity.

Partnership with global superstar Post Malone
Sony has partnered with global superstar Post Malone for the launch of the new ULT POWER SOUND series as part of Sony’s “For The Music” audio brand campaign. As one of the most influential and genre-defying artists of his generation, Post Malone embodies the spirit of authenticity, creativity, and connection—values that lie at the core of Sony’s approach to audio innovation. “I’ve always wanted the music to feel personal, and this partnership with Sony is a chance to create something that brings people closer to the music in a real way,” said Post Malone. “This ULT POWER SOUND series is insane, everyone should really experience this.” The collaboration kicks off this month with the launch of Sony’s new ULT POWER SOUND series. Additional details of the partnership will be announced in the next few months.

Environment in mind
The ULT POWER SOUND series is not only designed to deliver powerful sound but also with the environment in mind. No plastics are used in the packaging material for ULT FIELD 5, ULT FIELD 3 and ULTMIC1. This reflects Sony’s commitment to reducing the environmental impact of its products and practices.

Price and availability

– ULT TOWER 9 is available from April 2025 with a suggested retail price of AED 3,599.
– The ULT TOWER 9AC is available from April 2025 with a suggested retail price of AED 2,999.
– ULTMIC1 is available from April 2025 with a suggest retail price of AED 699.
– Pricing and availability for ULT FIELD 5 and ULT FIELD 3 to be released at a later stage.

AVEVA, a global leader in industrial software, driving digital transformation and sustainability has announced its participation at SaudiFood Manufacturing Exhibition (April 13–15, 2025) alongside its partner AVEVA Select Saudi at the Riyadh Front Exhibition & Conference Centre. The company will highlight the AVEVA Unified Operations Center, a platform designed to support the digital transformation of the food and beverage value chain and demonstrate how its solutions enable industries to build resilience, improve efficiency, and ensure the responsible use of resources.
“We are happy to be a part of the SaudiFood Manufacturing Show with AVEVA Select Saudi our partner in Saudi Arabia. Together, we are empowering food and beverage companies in the Kingdom to adopt a data-driven approach, enabling them to better manage risks, enhance collaboration, and drive both commercial agility and sustainable growth. As we continue to support the Kingdom and its growing food manufacturing sector, we are excited to meet customers, partners, and innovators, and share our commitment to shape and support a collaborative, resilient and future-ready food industry,” says Jamal Emran, Global Accounts Sales Director, AVEVA.
The AVEVA Unified Operations Center is a platform that delivers real-time operational insights to enable manufacturers for smarter decision-making across every stage of the value chain. This solution also supports predictive maintenance, quality compliance, and resource optimization, enabling food and beverage producers to boost productivity, reduce waste, and meet sustainability goals. By offering seamless integration with existing systems, the AVEVA Unified Operations Center helps manufacturers drive innovation and stay competitive in a rapidly evolving market, aligning with Saudi Arabia’s Vision 2030 to drive innovation and industrial growth.
As a recognized leader in smart manufacturing, AVEVA collaborates with 23 of the top 25 food and beverage manufacturers globally, helping them leverage Industry 4.0 technologies to transform their operations. By embracing digital innovation, these manufacturers drive efficiency, maximize return on capital investments, and boost profitability. AVEVA’s software is purpose-built for diverse sectors from manufacturing and marine to power and infrastructure, with capabilities and analytics that draw on 20+ years of experience.

The company already has started to work in Jeddah and for the next 6 months charge 0% service fee from drivers

April 13th, 2025, Riyadh – inDrive, a global mobility and urban services platform, has obtained a license to operate Ride-Hailing services in Saudi Arabia. The company already started operations in Jeddah and is planning to launch in full operational capacity. With offices in Riyadh and Jeddah, inDrive is considering expansion to the other cities of the country this year. Originally from Siberia, inDrive has quickly become one of the leading ride-hailing services in the MENA region and is ranked the second mobility app globally (according to the firm Sensor Tower) with 280+ million downloads. Saudi Arabia will be the 49th country in which inDrive will operate.
Abdulrahman Basallum, inDrive Country Manager in KSA: “The unique operational model of inDrive, where the driver and passenger determine the price, has been groundbreaking. This has allowed the company to challenge the dominance of large players who, taking advantage of their monopoly, charge exorbitant 25-40% commissions from drivers. The economy of Saudi Arabia is one of the central ones in the region, and thousands of people make daily trips, paying unclear fares, while drivers face huge service fees. We believe we have a great opportunity to provide residents and visitors of Saudi Arabia with excellent service at a fair price and with transparent conditions.”
The core idea of inDrive’s business model is the freedom of choice. Unlike traditional ride-hailing apps, inDrive users can choose not only the driver or passenger, based on ratings and reviews from previous riders, but also based on the price. inDrive provides a unique bidding model, where both driver and passenger negotiate the price directly. The passenger proposes a price first, and the driver can accept, reject, or adjust the offer without penalties. As a result, the final price is considered the fairest, as agreed upon by both parties involved in the ride.
inDrive charges the lowest service fee in all markets of operation, which is 2-3 times less than most of competitors, including large international companies that are able to set higher fees due to their strong market presence.
inDrive’s strategy has proven successful: fair prices and transparency in transactions, which plays a crucial role in the service’s popularity. Word-of-mouth has become one of the primary tools for promoting the service, enabling inDrive to outpace many global companies supported by major investment funds in multiple markets. According to the firm Sensor Tower, for a third year in a row, inDrive is the 2nd most downloaded mobility app in the world and is one of the leading travel apps in MENA (particularly number one in Morocco and Egypt). The company also operates successfully in Asia, Africa, and Latin America – 49 countries in total.
inDrive attracted investments for global funds such as Insight Partners, Bond Capital and General Catalyst. In the latest investment valuation in 2021, the company was valued at $1.23 billion. Since then, the company’s revenue has increased several times.
The mission of inDrive is to challenge injustice, and the company’s goal is to have a positive impact on the lives of more than 1 billion people by 2030. In line with this mission and goal, inDrive is developing a range of social initiatives in the areas of education, sports, culture, ecology, and gender equality. These initiatives are already actively developing in the MENA region, in Egypt and Morocco, and in KSA, as it also plans to follow its strategy by reinvesting a portion of its income into community empowerment.
inDrive remains an international leader in its industry, and, operating worldwide, the company places a strong emphasis on user safety. The company uses cutting-edge security technologies to verify drivers and to track rides, and prioritize critical requests handled by its 24/7 customer support service.