Damned! Sonos’ latest products show just how smart the company is

Damned!  Sonos’ latest products show just how smart the company is

Sonos is a fascinating company. In the 20 years since its inception, the company has carved an enviable niche for itself with its multi-room audio service.

In fact, it’s hard to imagine any other consumer technology company having such an impact on the market. From TVs to headphones and laptops to gaming consoles, few companies dominate their spaces like Sonos.

I don’t want the company to say that not Competitors have – I’ve written extensively about my admiration for Bluesound gear, and Bose has been in this space for some time – it’s just that they don’t see eye to eye.

For example, Bluesound doesn’t do quite the same thing, as its focus is more on the audiophile community. Second, while many of us could name a competitor to, say, Microsoft Windows, far fewer would do the same for Sonos.

The more I thought about it, the more I’ve come to the conclusion that Sonos’ biggest competitors aren’t companies in its precise niche (that’s multi-room wireless audio devices).

Rather, the biggest threat to Sonos comes from the tech giants that make voice-activated speakers.

In 2021 alone, 186 million smart speakers were shipped. Their growth has been spectacular, reaching 6.5 million in 2016.

Why are these numbers important? Well, a key selling point of the most popular smart speakers – Amazon’s Echo and Google’s Nest range – is how damn affordable these things are.

Amazon Echo