Sonos + Alexa Strategy

We all know that Sonos is finally working on an Alexa integration. As I sit here listening to Atom Heart Mother on my Alexa (via “Alexa, play Pink Floyd’s album Atom Heart Mother”), I so badly want it to play throughout my house on our Sonos, rather than just on my desk via Alexa.

As more hardware companies start paying attention to revenue attach, following the lead of companies like Dropbox, Ring, and Peloton, there’s an obvious place for Sonos to do this. I hope they are thinking hard about it, rather than fearing being disintermediated by Alexa.

I’m very invested in both Sonos and Alexa, as I’ve got them installed in multiple places. Alexa is my desktop music system; Sonos is my house-wide music system. I pay subscriptions to a number of music services, including Amazon, Apple, Pandora, and Spotify. I’ve got them all integrated into Alexa, and most of them (except Amazon) integrated into Sonos.

I’d happily pay Sonos $5 – $10 / month for “advanced features” like Alexa integration. Right now I don’t pay Sonos anything, so $60 – $120 / year (and – a hint to my friends at Sonos – I’d prepay a year if you gave it to me for $50 – $100 with auto-renew) is easy to part with given how much value I get from my Sonos.

Now, I’d want to be part of “Sonos Life”, versus just paying for additional features. As a member of Sonos Life, I’d get all kinds of special happiness via Sonos on a monthly basis. Sonos doesn’t have to look very hard to figure out what to do since they – well – are central to music and have integrated many subscription services. Give me a free month of a service I haven’t yet activated. Or maybe special access to curated channels. Or live music that is syndicated from a different partner. Early access to new products. Fun promotions that all music lovers thrive on. Geez – maybe even a Sonos magazine (well – not really …)

Rather than being afraid of Alexa and integration, I wish Sonos would go all in before Amazon comes out with a connected speaker that causes me to consider ripping out all my Sonos systems and replacing them with Alexa’s …


Also published on Medium.