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Wireless audio device market study

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Wireless audio device market study

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The wireless audio device market is fueled by strong growth in Bluetooth speakers in the lower end of the price spectrum and multiroom audio at the premium end.

According to Strategy Analytics,

- Home Audio device shipments including Integrated HiFi Systems, AV Receivers, Docking Stations, Wireless Speakers and Soundbars will exceed 80 million units globally in 2015 from just over 70 million in 2014.

- Wireless Speakers will account for close to 50% of all Home Audio shipments in 2015. Bluetooth only speakers dominate with around 65% share of sales although the number of Wi-Fi and Wi-Fi/Bluetooth models is expanding as interest in multi-room audio grows.

- Global shipments of Soundbars will grow 36% in 2015 to reach 15 million units as TV manufacturers and audio specialists add new products and features to their line up.

In this report, you will also learn about the key market trends, competitions and how Sonos is keeping its leading position.

The wireless audio device market is fueled by strong growth in Bluetooth speakers in the lower end of the price spectrum and multiroom audio at the premium end.

According to Strategy Analytics,

- Home Audio device shipments including Integrated HiFi Systems, AV Receivers, Docking Stations, Wireless Speakers and Soundbars will exceed 80 million units globally in 2015 from just over 70 million in 2014.

- Wireless Speakers will account for close to 50% of all Home Audio shipments in 2015. Bluetooth only speakers dominate with around 65% share of sales although the number of Wi-Fi and Wi-Fi/Bluetooth models is expanding as interest in multi-room audio grows.

- Global shipments of Soundbars will grow 36% in 2015 to reach 15 million units as TV manufacturers and audio specialists add new products and features to their line up.

In this report, you will also learn about the key market trends, competitions and how Sonos is keeping its leading position.

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Wireless audio device market study

  1. 1. Wireless Audio Device Market Study Prepared by Kevin Huang December 29, 2015
  2. 2. Page  2 What is a wireless audio device? • •
  3. 3. Page  3 Source: https://goo.gl/vv0wug Home audio hardware market outlook: by device type • • 27 53 North America currently dominates, accounting for 43% of the worldwide market. However, that is expected to fall to 38% by 2019 due, partly to the increasing popularity of wireless speakers in the Asia Pacific market. value(inbillion)
  4. 4. Page  4 Wireless connectivity driving the $10 billion global home audio market • • • Source: https://goo.gl/42drp8
  5. 5. Page  5 What’s driving the market growth
  6. 6. Page  6 More competitors entering the market
  7. 7. Page  7 • • • • In North America, the U.S. constituted largest market share revenue. However, Asia Pacific, with Japan, Australia and China leading the way, is likely to grow at the highest CAGR. Wireless audio device market segmentation The high adoption of innovation technology solution and continuous innovation are major driver of wireless audio device market. The technologies for wireless audio device are AirPlay, Bluetooth, Wi-Fi, and others. The other market includes SKAA technology. The product market for wireless audio device is divided into sound bars, wireless speakers systems, headsets and microphone, and others. The other segment includes power amplifier, radio tuner, A/V controller. The major applications of the wireless audio device market are seen in consumer and home application, commercial, automotive, and special application. The special application market is consisting of defense and security.
  8. 8. Page  8 Best-selling wireless audio devices
  9. 9. Page  9 Amazon home audio category page
  10. 10. Page  10 Amazon wireless & streaming audio category page
  11. 11. Page  11 Amazon speakers category page
  12. 12. Page  12 Best-selling wireless multiroom speakers Sonos Bose (as of Dec. 26, 2015)
  13. 13. Page  13 Best-selling wireless soundbar speakers Vizio Sonos (as of Dec. 26, 2015)Samsung LGBose
  14. 14. Page  14 Amazon wireless soundbar speakers page
  15. 15. Page  15 Best Buy home audio category page
  16. 16. Page  16 Best-selling wireless multiroom speakers Sonos Sony (as of Dec. 26, 2015) Bose
  17. 17. Page  17 Best-selling wireless soundbar speakers Vizio Sony (as of Dec. 26, 2015) Samsung LGBose Insignia
  18. 18. Page  18 Hardware comparisons
  19. 19. Page  19 Wireless audio devices - speakers Sonos Play:1 Play:3 Play:5 MSRP $199 $299 $499 Audio formats supported Support for compressed MP3, iTunes Plus, WMA (including purchased Windows Media downloads), AAC (MPEG4), AAC+, Ogg Vorbis, Apple Lossless, FLAC (lossless) music files, as well as uncompressed WAV and AIFF files. Native support for 44.1kHz sample rates. Additional support for 48kHz, 32kHz, 24kHz, 22kHz, 16kHz, 11kHz, and 8kHz sample rates. Tweeter 1 Mid-Woofer/Bass Radiator Stereo Pair 1/0 10/100Mbps x 1 Amplifier Two Class-D digital amplifiers V Ethernet Port Wireless connectivity WiFi (802.11b/g) Internet radio supported V Music services supported V Weight 4.08 lbs.(1.85 kg) Dimensions (WxHxD) 4.69”x6.36”x4.69” 1 2/1 10/100Mbps x 1 Three Class-D digital amplifiers V WiFi (802.11b/g) V 5.71 lbs.(2.6 kg) 10.6”x5.2”x6.3” 3 3/0 10/100Mbps x 1 Six Class-D digital amplifiers V WiFi (802.11b/g) V 14 lbs.(6.36 kg) 14.33”x8.03”x6.06” $499.95 V WiFi (802.11 b/g/n)+BT V 25.75 lbs. 17.1"x9.7”x7.1" Bose SoundTouch 30 Series MP3, WMA, AAC, FLAC, Apple Lossless N/A N/A N/A $349.95 10/100Mbps x 1+ USB x 1 V WiFi (802.11 b/g/n)+BT V 7 lbs. Bose SoundTouch 20 Series N/A N/A N/A 12.4”x7.4"x4.1" V V VV
  20. 20. Page  20 Wireless audio devices - speakers Denon Heos 1 Heos 3 Heos 5 MSRP $199.99 $299.99 $399.99 Audio formats supported Tweeter 1 Mid-Woofer/Bass Radiator Subwoofer 1/0 Amplifier Two Class-D digital amplifiers N/A Ethernet/USB Port Wireless connectivity WiFi (dual band “N”) Internet radio supported V Music services supported V Weight 3.13 lbs. Dimensions (WxHxD) 5.08”x7.44”xx5.04” Dual active wide range drivers N/A Two Class-D digital amplifiers N/A V 4.2 lbs. 10.7”x5.1”x6.5” 2 2/1 Four Class-D digital amplifiers N/A V 6.6 lbs. 11.6”x8.2”x6.5” $599.99 10/100Mbps x 1 + USB x 1 1 V 9.9 lbs. Heos 7 2 2/2 18.9”x8”x6.5” V V V Five Class-D digital amplifiers MP3 and WMA music files, including purchased WMA downloads, as well as AAC (MPEG4) and FLAC (lossless) file types, along with WAV files. Supports 32 kHz, 44.1 kHz and 48 kHz sampling rates. 10/100Mbps x 1 + USB x 1 WiFi (dual band “N”) WiFi (dual band “N”) WiFi (dual band “N”) 10/100Mbps x 1 + USB x 1 10/100Mbps x 1 + USB x 1
  21. 21. Page  21 Wireless audio devices - speakers Samsung Radiant360 R1 MSRP $249 $179 Audio formats supported AAC, MP3, WAV, WMA, ALAC, AIFF, OGG, FLAC Tweeter Woofer Smart Hi-Fi (DLNA) Speaker Power Output Ethernet/Google Cast Wireless connectivity Internet radio supported V Music services supported V Weight 3.09 lbs. Dimensions (WxHxD) 4.84”x9.21”x4.84” N/A 1” x 1 3.6” x 1 N/A N/A Samsung Radiant360 R3 $329 $229 V V 4.41 lbs. 5.67”x10.75”x5.67” WiFi (2.4/5GHZ DUAL BAND) + BT 4.0 + Micro USB N/A 1” x 1 4.2” x 1 N/A N/A Samsung Radiant360 R5 $499 $299 V V 3.09 lbs. 6.53"x12.3"x6.53" N/A 1” x 1 5” x 1 N/A N/A Samsung Radiant360 R7 $599 $379 V V 7.5 lbs. 7.13"x16.61"x7.13" N/A 1” x 1 5” x 1 N/A N/A LG Music Flow H4 $199.99 V V 1.8 lbs. 7.64”x2.52”x2.76” 40W N/A N/A V V/V MP3, WAV WiFi + BT 4.0 + NFC LG Music Flow H5 $279.99 V V 13.4"X8.1"X3.5" 20mm x 2 3” x 2 V $379.99 V V 14.6"x9.1"x4.3" V AAC, MP3, WAV, WMA, ALAC, AIFF, OGG, FLAC 7.17 lbs. V/V V/V 20W 9.02 lbs. 70W 20mm x 2 4” x 2 WiFi + BT 4.0 LG Music Flow H7
  22. 22. Page  22 Wireless audio devices - soundbars Sonos Playbar Vizio 2.0 system MSRP $699 $79/$99 Audio formats supported Support for compressed MP3, iTunes Plus, WMA (including purchased Windows Media downloads), AAC (MPEG4), AAC+, Ogg Vorbis, Apple Lossless, FLAC (lossless) music files, as well as uncompressed WAV and AIFF files. Native support for 44.1kHz sample rates. Additional support for 48kHz, 32kHz, 24kHz, 22kHz, 16kHz, 11kHz, and 8kHz sample rates. Tweeter 3 Mid-Woofer/Bass Radiator 3.0/3.1/5.1 Home Theater 6/0 10/100Mbps x 1 Amplifier Nine Class-D digital amplifiers Pair with SUB/Play:1 Ethernet Port Wireless connectivity WiFi (802.11b/g) Internet radio supported MP3, WMA Music services supported V Weight 11.9 lbs.(5.4 kg) Dimensions (HxWxD) 85x900x140mm 4.5/5.75 lbs. 29”/38” Sound pressure level 95/100 dB Low frequency 70/60 Hz USB Wireless range (Sub) /Bluetooth V 1 Weight Audio Decoding Technology Dolby Digital Audio Enhancement Technology DTS TruVolume DTS TruSurround Vizio 2.1 system $159 $139 Vizio 5.1 system $349 $299.99 Sound Bar Size Sound Bar Speakers 2.5”/2.75” x 2 Analog/Digital Audio Subwoofer support V 5.8/7.21 lbs. 38” 100 dB 50 Hz 60ft./V 1 Dolby Digital DTS TruVolume DTS TruSurround 2.75” x 2 V 7.45/12.48 lbs. 40” 102 dB 60ft./V with aptX 1 + HDMI x 1 Dolby Digital DTS TruVolume DTS TruSurround 2.75” x 3 + 6” Sub V L&R: 90 Hz – 20 kHz, Center: 160 Hz – 20 kHz, Sub: 50 Hz – 90 Hz
  23. 23. Page  23 Wireless audio devices - soundbars Samsung HW-J250 Soundbar Samsung HW-J450 Soundbar w/ Wireless Sub MSRP $149 $129 $309 $229 Audio formats supported Tweeter N/A Mid-Woofer/Bass Radiator Built-in Subwoofer N/A V/X Power Output 80W/2.2-channel V USB/HDMI Port Wireless connectivity BT Internet radio supported V Music services supported V Weight 4 lbs. Dimensions (WxHxD) 28.35"x2.64"x2.95" AAC, MP3, WAV, WMA, OGG, FLAC N/A N/A V/V 300W(140W Sub) 2.1-channel N/A BT V V 3.5/5.1 lbs. 37.68"x2.34"x2.62" 7.05" x 14.21" x 11.79" LG LAS 454B 2.1ch 300W Sound Bar $139 N/A N/A V/X 300W(200W Sub) /2.1-channel N/A BT 4.0 V V 5.4/12.1 lbs. 37.4"x2.8"x1.9" 6.7"x15.4"x10.3" LG LAS 551H 2.1ch 320W Sound Bar $269 N/A N/A V/V 320W(200W Sub) /2.1-channel N/A BT 4.0 V V 6.2/12.6 lbs. 35.04"x2.01"x3.35" 6.73"x15.35"x10.28" AAC, MP3, WAV, WMA, OGG, FLAC
  24. 24. Page  24 One of the first companies to announce support was Sony with its new STR-DN1060 and STR-DN860 receivers, as well as a set of dedicated streaming speakers. LG's Music Flow and Denon Heos are also on board. Meanwhile, Sony also debuted its own streaming feature called SongPal Link, which works in a similar way to these other technologies: Wi-Fi streaming via a smartphone app.” New technology & innovation Source: http://goo.gl/B4nwgu
  25. 25. Page  25 New technology & innovation Source: http://goo.gl/HV5mkc LG has announced not one but three new wireless multiroom sound bars for 2016 to replace the existing LAS751. The SH8 and the SH7 offer a wireless subwoofer and slightly different cosmetics to last year's version. Meanwhile the SH6 comes without a sub but features "dual bass ports" to enhance bass response. All three models feature Wi-Fi -- with compatibility for LG's Music Flow system as well as Google Cast and LG's "Auto Music Play" -- in addition to Bluetooth connectivity. The models include "BT-Fi," which "automatically switches the connectivity method based on the content source, eliminating the need to manually switch connectivity methods if playing music from different content partners." We're getting clarification from LG what this means, but our guess is it can switch between Bluetooth and Wi-Fi automatically. Also new is Adaptive Sound Control feature, which alters the sound mode of the bar according to the type of content you're watching.
  26. 26. Page  26 What it takes to be successful
  27. 27. Page  27 Wireless Soundbar Market
  28. 28. Page  28 Cramming high-quality audio components – good sounding speakers, high-quality amplification and low-resonance cabinet – into the confines of a flat-panel HDTV simply isn’t a feasible solution. The trends of the HDTV market are constantly working against the designer. As a result, most flat-panel HDTVs provide at best a below-average audio experience, characterized by tepid output power through tiny speakers that, more often than now, are incapable of meeting consumer’s expectations when compared to the video experience. Consumers demand for better sound
  29. 29. Page  29 Consumer interest in smart homes crucial for soundbar market growth • Flexible Audio Streaming Capacity: The wireless connectivity abundant in smart homes means that speakers riddled with the traditional, cluttering wiring units and specific, limiting wired connectivity options are on the way out. Instead, wireless soundbars fill this void perfectly, fulfilling the needs of smart homes. • Rising Disposable Income: The growing preference for smart homes also reflects the increasing purchasing power of the average buyer thanks to increasing disposable incomes. This helps consumers purchase technologically advanced equipment rather than settling for the bare minimum, which will help the soundbar market grow, especially in developed regions such as North America and Europe. • Product Bundling: The growing trend of smart homes is also giving rise to the trend of product bundling in the residential construction industry. This consists of multiple technologically compatible products being sold in a single package. The high rate of inclusion of soundbars in such packages will help the soundbar market grow. Source: http://goo.gl/hsFMmS
  30. 30. Page  30 NPD: soundbars not just about TV sound The preferred streaming device for audio content is smartphones, with 23 percent of soundbar owners streaming music and podcasts via their smartphones. Source: http://goo.gl/m01qB3
  31. 31. Page  31 Brand View has reviewed the pricing of soundbars, excluding those with separate subwoofers, in Best Buy and Target. Best Buy had more than four times the number of soundbar listings than Target, with 43 and 10 listings respectively. Some 60 percent of Target’s soundbar listings were priced at less than $149.99; brands within this price bracket included RCA and VIZIO. Best Buy had the most listings, 34.9 percent, in the $150 – $299.99 price range compared to just 23.3 percent below $149.99. The most expensive soundbar that Target listed is the Sonos PLAYBAR, priced at $699.99; Best Buy also listed this item, at one cent less, $699.98. The most expensive unit in Best Buy was the Niles – Cynema Soundfield Soundbar System, costing $1999.99. Soundbar pricing analysis Source: http://goo.gl/9vkuqU
  32. 32. Page  32 Wireless soundbars market to boom
  33. 33. Page  33 Wireless soundbars market to boom
  34. 34. Page  34 Wireless soundbars market to boom
  35. 35. Page  35 Visio is the leading brand in the U.S.
  36. 36. Page  36 Visio soundbar merchandising
  37. 37. Page  37 Earning good product reviews are important
  38. 38. Page  38 Future of the soundbar market
  39. 39. Page  39 Why the latest LG soundbar will be music to millennials' ears The LG Music Flow HS8 Wireless Curved Sound Bar Offering up to 360 watts of sound, the Music Flow HS8 can automatically distinguish what type of content it is broadcasting and optimize its sound to suit. This system, called i-Sound, means that there's no need to mess with levels or equalization when switching between blockbusters, live sports and music videos. But what's more, the curved soundbar is also designed to work with most mobile devices via Bluetooth or wi-fi and can be used with a host of music streaming services via Google Cast. Wi-fi connectivity also means that the HS8 can work in concert with other LG Music Flow speakers around the home. Source: https://goo.gl/eh0UYt
  40. 40. Page  40 Connected speaker market heats up with super high-end devialet phantom The Phantom has both WiFi and Bluetooth radio chips. Bluetooth has been typically looked down on by audiophiles, but the company decided to include Bluetooth in the U.S. version because the company wanted to make streaming music from smartphones as easy as possible. Source: http://goo.gl/IpHlBJ
  41. 41. Page  41 Case Study: Sonos
  42. 42. Page  42 Ditch Your Old Hi-Fi: Wireless Speakers Make Home Audio Easier Bose, Denon, Raumfeld, Devialet and others now make Wi-Fi stereo speakers—can any beat Sonos? The key to Sonos’ success is its software. Sonos apps for iPhone, Android, PC and Mac are reliable, and make it easy to get to your music, even if you’re sharing with a family. With a few taps, you’re beaming different songs to different rooms, or bopping around the house to the same track on “party mode.” Source: http://goo.gl/WQ9Pki
  43. 43. Page  43 Sonos product mixPrice $199 $299 $399 $499 $599 $699 $799 PLAY 1: $199 PLAY 3: $299 PLAY 5: $499 PLAYBAR $699 SUB $699 CONNECT $349 CONNECT:AMP $499 Speakers Components Home Theater
  44. 44. Page  44 Sonos key U.S. channel partners
  45. 45. Page  45 Retail merchandising (End cap design) (Shop in shop)(Island display) (Inline display)
  46. 46. Page  46 Retail merchandising - Bose
  47. 47. Page  47 Sonos brand identity This new iteration of the Sonos visual identity advances the idea of the modern music experience—an idea that is not singular or monolithic, but rather a rich array of expression. Performance imagery from Sonos Studio, new product photography and the introduction of three versatile graphic tools deliver a creative and variable language that still provides the stability of a recognizable system.
  48. 48. Page  48 Sonos advertising
  49. 49. Page  49 With tech giants moving in on its turf, sonos embraces pricey media buys This year (2015) the company expects to achieve $1 billion in sales, nearly double its total from 2013. In the overall wireless speaker market, it sits comfortably in second place with a 16% dollar share, trailing only Bose, which has a 22% share, according to the NPD Group. The gap in ad spend is far wider -- although Bose sells more products, including its signature headphones -- with Bose outspending Sonos ten to one in 2013. Source: http://goo.gl/nQvVD2
  50. 50. Page  50 Sonos super bowl commmercial: A big break for wireless audio Despite having a much smaller wallet, Sonos ponied up an estimated $4 million for a 30-second ad to introduce the world to wireless whole-house audio. Taking part in the largest platform in American professional sports, and the advertising industry’s marquee event, Sonos answered pundits’ questions about how it would respond to the challenge of companies such as Bose, Samsung and others entering a category it single-handedly developed. By advertising during Super Bowl XLVIII between the Denver Broncos and now world champion Seattle Seahawks, Sonos demonstrated to dealers how much it values its position as a market leader and showed an estimated 70 percent of American homes that they don’t need to completely remodel their homes to stream audio throughout their homes. Source: http://goo.gl/Njz2Ab (click to play the video)
  51. 51. Page  51 For Sonos, music is more about 'how' than 'what' With everyone carrying around a lifetime’s worth of songs in their pockets (and even more on the Internet), the modern music experience is as much about how you listen to it as what you listen to. In a new marketing campaign, Sonos enlists a bevy of notable music artists such as Rick Rubin, Q-Tip, Gary Clark Jr. and St. Vincent to attest to the experience of listening to music out loud in their homes. (click to play the video) Source: http://goo.gl/uX4CiJ
  52. 52. Page  52 Sonos TV commercials & product videos
  53. 53. Page  53 During the Academy Awards one of the TV spots that stood out came from Sonos. In it, the wireless audio system covered an entire living room in Oscar gold. To extend the commercial's reach online, the brand ran promoted tweets using the same creative asset, targeting searches around the event. Sonos social media Use Twitter for Cross-Channel Marketing Social Media Followers 466K 26.5K 105K 19.3K (as of Oct 6, 2015) (as of Dec. 27, 2015)
  54. 54. Page  54 Event sponsorships Watch the video here.
  55. 55. Page  55 Event sponsorships
  56. 56. Page  56 Event sponsorships
  57. 57. Page  57 Top 10 innovative brands 2014: #8 sonos Sonos is so committed to letting consumers experience its products in organic settings that it set up a permanent, acoustically tricked-out space exclusively dedicated to that goal. The Sonos Studio in Los Angeles opened in 2012 and hosts about 30 events annually, courting guests including media folks, influencers, and consumers for performances, premieres, listening parties, and artist collaborations. “ ,” says Sonos senior PR manager Eric Nielsen, who confirmed that experiential marketing is a “significant part of marketing spend.” “Someone can tell you [a product is] cool, but that magic doesn’t happen until you can experience it yourself,” says Sonos senior marketing manager of culture Ivan Entchevitch. “We want people to come away and learn something they didn’t know before. You see people come in and just lose themselves like kids.” Source: http://goo.gl/GpxyBC
  58. 58. Page  58 How Sonos do branding The speaker brand Sonos is a good example. The driver of brand value for high-end speaker systems used to be design, sound quality, and big retail events. Sonos went beyond this by building an app that connects its speakers to services like Spotify and Pandora, and recommends personalized music for customers using its own algorithm. Users communicate with Sonos every time they listen to music in their homes. Through this interface, users can follow other stations, create playlists, and see other users’ behavior. And the brand becomes more valuable for each individual user as more join. The company doubled its revenue last year (2013-2014) to more than $1 billion and its systems are installed in more than 1 million homes in the U.S. alone. Source: https://goo.gl/kuBf0H
  59. 59. Page  59 Looking at marketing innovation at Sonos Sonos products have long had a following amongst audiophiles and tech geeks. But in the past few years the company has expanded its brand awareness significantly, succeeding in making something that is basically sort of nerdy (audio equipment) feel young, progressive and cool. For starters, the company has acted like a talent scout for the past few years, enlisting a who’s who of about-to-be-huge musicians like DJ Questlove, Janelle Monae and Deadmau5. They’ve constructed the Sonos Studio in Los Angeles, an acoustically-designed gallery in the heart of the city that celebrates music listening. A network of notable collaborators participate in, and co-develop, listening parties, film screenings, art installations, workshops and live musical performances. It’s been a consistent generator of buzz (and cool) for two years now. In January, Sonos aggressively entered the world of Super Bowl advertising, a sphere usually marked by more traditional consumer brands, with this remarkable spot that listed legendary hip-hop producer Rick Rubin as executive music producer. Sonos has built a hot consumer brand in a remarkably short period of time in a very competitive industry: consumer audio. Founded in 2003, the company has established itself as a consumer audio heavyweight with innovative products, distinguished marketing and great press. Source: http://goo.gl/rioUho
  60. 60. Page  60 Looking at marketing innovation at Sonos Now, their latest product might help them surpass established audio giants. Sonos’ universal music search is intended to act as a grand unifier for the hodgepodge of music services that the average audio consumer already utilizes. Between purchased iTunes music, your favorite Pandora stations, and the other streaming music services – it can be confusing to manage it all. But Sonos has seamlessly connected all of these in their new app. (continued) The real genius behind Sonos is having a marketing strategy and product completely in sync. The creative utilizes a minimalist aesthetic that fits the out-of-sight, out-of-mind mentality of the speakers. Their TV spots often feature white, hyper-modern apartments set up with Sonos equipment. • It made one the first wireless speakers and was able to carve out their own corner of the market. • But more to the point, Sonos has managed to blend technology, hip cachet and giant reach to make the company a household name. • It’s an effort that savvy marketers would be smart to watch closely.

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