Not many companies can legitimately claim that they “invented” a product category, but Sonos can. The company created the wireless multiroom audio category way back in 2005. The rest is history, as the old adage goes. Since then, Sonos has diversified and today is the most-recognized consumer audio brand.
The company has deftly balanced its direct-to-consumer business while at the same time building an industry-leading position for speakers, subwoofers and soundbars in the residential integration channel. Indeed, 22% of its global revenues are derived from the professional installation channel, which Casey Clemens, Senior Director of the Americas for Sonos, calls the company’s “sounding board” when they are developing new products.
Just back from a brief sabbatical with a new baby in the family, Clemens joined the latest episode of the D-Tools “What’s the Buzz” podcast to bring us up to date on the company. In a wide-ranging discussion, Clemens touted the launch of the new premium Era 100 Pro speaker available exclusively via integrators, along with the company’s other integrator-friendly lines such Amp and Arc Ultra.
“For the first time in our entire company history, we just launched a product exclusively for our installation partners." -- Casey Clemens, Sonos
“For the first time in our entire company history, we just launched a product exclusively for our installation partners,” says Clemens. “It’s the Era 100 Pro. It is addressing the No. 1 thing we have been asked for by our dealers for as long as I can remember, which is some sort of exclusive product line that serves our integration partners more than just the general consumer.”
The new Era 100 Pro is built on the same compact-speaker architecture as the Era 100, which leans on Power over Ethernet (PoE).
“We recognize that PoE is a growing trend,” says Clemens noting that means the Era 100 Pro creates a good value proposition for dealers who are specifying multiple all-in-one speakers on a project because it means they no longer have to engage with an electrician to run line voltage wire for deployment.
Clemens notes that the Sonos Amp continues to be a powerhouse for the company among integrators.
“This channel is known for multi-channel amplifiers and stereo amplifiers in distributed audio and that is really where we got started,” he recalls. “We always joke, ‘As goes the Amp, so goes the professional channel’ because it is that important for us and our partners.”
Sonos Architectural Speakers, Soundbars Are Well Received
Sonos is also making inroads with dealers in the highly competitive architectural speaker category.
“There are a lot of different options out there. We have really been excited to see the growth of this particular product line for us,” he says, noting that features such as the custom DSP and the ability to be matched with a Sonos Amp are helping to differentiate it in the market.
Meanwhile, Clemens says the Sonos Arc Ultra soundbar is being well received by the channel due to its unique bass output from the use of the company’s proprietary Sound Motion technology and a new transducer.
Clemens also touched on the dedicated support line for integrators, and he teased that in the coming months the company will be announcing something that was a “massive investment” by the company designed to simplify the way dealers and distributors do business with the company. Those details will be shared next month at the company's dealer appreciation event in Santa Barbara, Calif.
