Case Studies

Sonos: The Future of Voice Control

If we can’t outspend Amazon, Google and Apple how might we out-think them?

Breakthrough Strategy

SONOS has increased its revenue by $482 million per year

SONOS’s Challenge

Sonos is synonymous with sound engineering prowess. They pioneered wireless multiple room speakers, with their success driven by the quality, the design and the seamless consumer experience. When Silicon Valley entered the market with their own speakers they introduced the market disruption of voice control & online streaming; giving consumers new purchasing requirements. Sonos needed to use their strengths to differentiate themselves from the competition.

The Sense Worldwide Approach

Future growth for Sonos required the business to adopt a more holistic view of their consumer’s needs, attitudes, and in-home lifestyles to inform and inspire the design of future products, services, and brand communications. Rather than simply bolt on functionality, Sonos wanted to unify ‘sound for video’ and ‘sound for music’ within one, seamless ‘home sound system’.

How The Sense Network Shaped The Future of Electronics

In collaboration with The Sense Network, we defined what the future of Home Theatre could be. One without artificial distinctions or overly complicated buying decisions. By talking to extreme users we developed a breakthrough strategy that would continue the Sonos legacy of pioneering features & quality.

The Outcome

In 2016, CEO John MacFarlane announced the company’s shift to streaming music services and voice control instead of local playback.

The Result

Sonos revenue has increased its annual revenue by $482 million (or 64%) since 2015. Their speakers now support Google Assistant & alexa. They also integrate seamlessly with Spotify, Apple MUSIC, YouTube Music, amazon music, audible, SiriusXM, SOUNDCLOUD, pandora, TIDAL, DEEZER, Tune In & internet radio. They have also embraced online streaming with the introduction of Sonos Radio. Sonos have allowed customers to buy quality hardware, with the software to match market trends.

The Sense Network ushered in a new era of consumer-centered innovation for cross-functional teams at Sonos – more agile, more collaborative, and ultimately more impactful. The Sense Worldwide team are trusted partners on our journey to deeper audience understanding and empathic immersion.

Executive, SONOS