Sonos is Keeping its Enemies Very Close
Is Sonos the right company for the job? Probably. They have a storied history of surprising their customers with unique partnerships, and it was impossible to find a product not actively looking to partner with Alexa at CES this year.
Spence is confident that this move will resemble a similar venture with Apple Music.
“I think if you rewind a bit if you sat there ten years ago and said, ‘You’re going to get every competing music service on a platform,’ You would’ve thought ‘That’s crazy, there’s no way'” Spence said in the interview.
“I think today we’re in a much better position [today] in terms of the homes that we’re in. With Apple and the Apple Music side, certainly it [helped] that we’re in all musician’s homes and they said, “Listen, I’d love to try Apple Music but it’ll need to be on Sonos,” Spece said. “I think if you are trying to sell something, [or] you’re the biggest retail engine that’s out there, or if you’re the biggest search engine that’s out there, you’re motivated to get into the kind of homes that Sonos is in.”