Sonos Unwraps New Wireless Music System
The Sonos customer demographics, said Cullen, are now predominantly male with household incomes in the $100,000 range – but buyers are not “tech” customers, per se. “We estimate that the potential market is 100 percent bigger than our installed base,” he said. Furthermore, he averred, Sonos can make market inroads at all market levels – and without infringing on the high-end service aspect of custom integrators’ business. In fact, half of the line’s distribution is through integrators, with the balance of sales consummated through a mix of regional retailers who do custom, a few online specialists like Crutchfield, Best Buy, and through Sonos’ own Web site.
Some of the pluses for installers, he said, are that there are no labor-wasting callbacks for reprogramming – and many opportunities to grow a repeat business. “One dealer we sell to works out a way to go back to the purchaser’s home later to teach ‘Sonos secrets’ to the owner and his friends – a kind of ‘technology Tupperware party’” which stimulates additional sales and grows his customer base, said Cullen.
Sonos is also selling its products in a bundled configuration that includes the ZP120, ZP90 and the CR100 controller, at $999.