Interview with Stephen for Sonos
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Sonos didn’t just chase a trend; it bet early that people would want music everywhere without wires, remotes, or friction. In this conversation with Stephen Reed, Sonos’ UK Sonos for Professionals lead, we trace how those “little white boxes” grew into a platform that turned private listening into shared sound. Reed outlines the arc from Bang & Olufsen's retail discipline to Sonos’ installer-first reliability mindset, making the case that technology must be invisible, stable, and easy to use. He also reminds us that the best audio story isn’t about specs; it’s about the moment families rediscover music together, streaming any artist on demand and syncing rooms effortlessly.
What makes Sonos sticky for both homeowners and installers is the simple idea that it works across control paths. Reed walks through app control, direct casting from services, voice options, and third-party panels like Control4, RTI, URC, and NICE. That flexibility lets clients live their habits while installers reduce support calls. Voice was a shock to the industry, but Sonos adapted fast, offering both major assistants and a privacy-first Sonos Voice Control that runs locally on the device. For security-conscious households, the kill-the-mic power design matters. The result is a system that can be set up once and then blend into daily life, whether the command is tapped on a glass surface, spoken aloud, or triggered by a wall keypad.
Reliability is the repeated refrain. Reed is candid that networks—not speakers—cause most failures. He urges proper Wi‑Fi planning, careful attention to ISP router swaps, and the use of professional-grade infrastructure. For legacy owners, he clarifies the current software line: older devices play well together on their track, while new gear enjoys the modern app and feature set. Trade-in programs help bridge the gap, but Sonos avoids forcing change for its own sake; if a ZP120 happily drives a client’s zones, leave it. Meanwhile, newer products like Arc Ultra continue to push the envelope with Dolby Atmos and speech clarity features co-developed with hearing specialists, turning accessibility into a meaningful, free software upgrade.
Home theater enters the picture with nuance. No soundbar replaces a six-figure dedicated cinema, yet a well-placed Arc Ultra with optional subs and rears can deliver striking Dolby Atmos in normal rooms. Reed frames budgets realistically: many households want under-£10,000 experiences, not basement builds. Sonos shines as a modular path—start with a beam for a 42-inch TV, scale to Arc Ultra, add subs, add rears, or power vintage loudspeakers with AMP for a hybrid surround approach. The point is choice and growth: let homes evolve, keep rooms tidy, maintain lip sync via HDMI, and focus on experiences over cabling diagrams.
Installers often raise margin concerns, and Reed meets them head-on. Sonos is multi-channel, but the pro channel has exclusive SKUs like AMP, Port, and Era 100 Pro, with improved margin structures through select distributors. The real win is blended margin: pair AMP with in-ceiling speakers, add architectural lines, and integrate with lighting or control systems to create profitable, low-call-back projects. Sonos’ constant software updates—now on a rebuilt app—improve search on control panels and enable remote visibility via browser login, so integrators can diagnose obvious problems without rolling trucks. Reed’s advice is simple: build relationships with distributors, use Sonos as a backbone, and upsell sensibly as families add rooms and their needs change.
Finally, Reed previews where Sonos is headed: pro-focused products, installer-only “toys,” and public showings at ISE in Barcelona. He doesn’t spill details, but the direction is clear: more CI-aligned hardware, deeper integrations, and features that keep the platform relevant for another decade. The heart of the message is practical and human. Keep systems updated. Design networks correctly. Teach clients that the soundbar is also a fantastic music speaker. And if you’re a pro, say hello—partnerships, not parts lists, build the best projects. In the end, Sonos’ legacy is less about the box and more about the room it brings to life.
