For whom?
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This may seem like a crazy question, but it’s worth answering (or trying to answer). The Sonos target group is not the same as the people in the Hifi target group. Sonos users want an easy product that sounds good. No fuss, it just has to work. It also has to look slick. Stylish and design are key words here. This target group loves just having music or radio on. We do see similarities with Apple here.
The Hifi target group wants to be in control. Choose your own amplifier, speakers and fine tuning with the right speaker cable. The NAD C338 is really such an amplifier for Hifi lovers and has the same price as the Sonos Amp. The NAD even offers the streaming possibilities.
The Sonos Amp is therefore aimed at the hi-fi target group in terms of product. We think that the Sonos target group also includes a group of people who want the freedom to choose their own speaker. They tend towards HiFi and may love the simplicity of the Sonos ecosystem and its controls. We think Sonos can get a good foothold in the hi-fi market with the new Amp. That has to do with a few things. The Sonos Amp can be used for music, but also film. The support in the ecosystem and the control of the Sonance speaker arriving. Not to mention: Sonos has also expanded its support for home automation. So integration into a smart home.