Latest news with #RennieAddabbo
Forbes
09-05-2025
- Business
- Forbes
Sonos Sells 2.5x More Arc Soundbars Than Beam In India: GM Rennie Addabbo
Sonos Arc Ultra and Sub 4 connected to a TV Prakhar Khanna Sonos has launched the Arc Ultra soundbar alongside Sub 4 subwoofer and Era 100 Pro speaker in India. The most expensive Sonos soundbar debuts with a new technology called Sound Motion, which redesigns the diaphragm responsible to displace air and produce sound, helping the Arc Ultra deliver better lower frequencies in a more compact form factor. As the company expands its product portfolio in India, I sat down with Rennie Addabbo, General Manager of Sonos APAC to discuss the growing premium audio market in the country, Sonos' strategy for reaching Indian consumers and more. The conversation has been edited and condensed for clarity. You said last year that the premium audio segment in India is expanding. Is it still the case? And how does Sonos plan to expand their user base in the country? So it is expanding. We can see it grow. We see that across multiple parts of our portfolio. Home theater continues to be a really important part of that growth, and that comes on the back of increased homeownership and the investment in the home, but also the increase in growth in larger TVs. As we see TVs get larger, they get thinner. And as they get thinner, it's harder to create good sound. That naturally means that there is an increasing amount of demand for us to bring an amazing audio experience to an amazing visual experience and make sure those experiences are matched. We continue to see that in the Indian market. Interesting. How are you communicating the benefits of the Sonos system? Like, one of the USPs of owning Sonos products is a multi-room setup. How are you communicating that to the consumers? In many ways, part of that is the conversations we have with you. We have traditional marketing methods, and we've got an extensive channel environment established in India. We've got a really strong installation channel and they are often our biggest advocates right around the world. They understand Sonos from the staff. They understand multi-room really well, as well as smarthome technology and how to integrate that with Sonos. More than 55% of our business today in India comes from our installation channel. Independent experts who provide service, solution and set up in homes is something that's super important in India. Part of the way we communicate with our Indian audience is through that channel. We're also in Chroma, Reliance, Vijay Sales and other key consumer electronics players. We have a presence across 80 stores today and are investing in more, as well as a presence on Amazon, as you'd imagine. We're super proud of our first experience store in Mumbai at Jio World with the White Crow. part of the luxury premium retail. Can you tell me more about the store in Jio World? We worked with him and they were super keen to bring our brand to their customers. As part of the White Crow store in Jio World, there is a specific Sonos Experience center in that location It is somewhere where Indian premium mall shoppers can experience Sonos. Bose hasn't launched a new soundar in India in a while. Is that helping Sonos? How do you compete in the premium INR 50k+ segment?. I would say the way we've always approached Sonos is, are we finding the right customer? So I think the best way to think about that question from our point of view is, are we finding an audience where we fit? And is there a good fit between that audience and Sonos proposition? We are finding that in India. What gives me incredible confidence about our potential in India is that we sell 2.5 times more Arcs than we do Beam in India. And Beam sells super well here. So what an Indian consumer is telling us is that they really appreciate and value our premium products.. We're seeing some of the best attach rates (the number of products that are purchased together) by a Sonos customer in the world. They're amongst the highest in the world in India. Higher than the U.S. I primarily cover phones and India is considered a price-sensitive market. I was under the impression that Beam or Ray would be the best-selling models here. Yeah, Beam and Ray sell well but we sell two and a half times more Arc than Beam. When I talk to people in India, they find that compelling, I find it compelling because I'm able to share with our global organization that there is this really strong fit with a premium consumer that's looking for amazing high high-quality products in India and what Sonos has to offer. It's about making sure that we continue to tell our story through our independent channel – they're strong for us and they do a great job – through consumer electronics and building on that, and through our direct experience to consumers and telling them directly. Do you think more Experience Zones would help with expansion? Because while retailers have the product, they don't have the expertise to explain the features. From my point of view, those multiple channels working together in super important. And from what we see in all of our markets is that it's super valuable to have to strength in each of those channels, and it offers us the right balance. There are different shoppers for Sonos. There may be shoppers who want to enter the Sonos category through a single device and portability. And there's also a customer who wants to enjoy a complete home setup with full 5.1 home theater, not just in their living room, but in their bedrooms. I've seen that in India. Home theater systems in the bedrooms? Yes. Yes. I'm not seen that in Australia. Not that I've been into a lot of homes in Australia. Well, we have smaller spaces here. And smaller spaces. Yes. With the Sonos system, you can start with one or start with many and build over time, and they all work together. I think part of the way we look at a market, like India is, how do we have the balance of channel that can cater to different types of audiences that appreciate quality experiences that appreciate quality content, that are invested in their entertainment experience at home – whether that be TVs, movies, or music, and want that beautiful, warm sound that Sonos can deliver. We find that in those different channels. In consumer electronics, there are shoppers looking for that in an installation channel, which is a super strong channel for us. And you know how important e-commerce and quick commerce are becoming in India. That's certainly an important part of the balance for us too. Sonos Arc Ultra Prakhar Khanna Right. Moving to the new Sound Motion tech, do you plan on delivering it in a much smaller form factor, like in a portable Bluetooth speaker? So that's technology we've had for a few years now and we've brought to market for the first time through our Arc Ultra. It's an amazing innovation. I know the global team will continue to look at avenues for using that technology across our portfolio or where it goes from here. I'm as curious as you. And in some ways, I like that because our engineers and our product group are really well placed to work out what the right innovation experience is for our customers and to make sure that our experience comes first and the tech team is behind in support and service of that experience. So I'm incredibly excited to see where we take it from here. Ok, and will Sonos make earbuds following the Ace headphones? Our focus will be to continue that category. Nothing to share in terms of what expansion might look like beyond Sonos Ace. We think it's an incredible product, I love the way it connects with our home theatre experience. You've had some of that. And so it's pleasing to hear that, and then it'll be something that we continue to focus on, as we know, continue to tell people about the Sonor story. Have you seen any purchasing behaviour differences in India as compared to the rest of the world? We are seeing an incredible connection between what we're offering an Indian audience, reinforced by the amount of Arc we're selling relative to being. I can tell you, with confidence, that Indian consumers and the package they're buying from us as their first purchase is the highest amongst the highest in the world. They are buying two or three Sonos devices as their first purchase. It is as high as anywhere else. Sonos has always done extremely well with word of mouth. Really, really well, because that's one of those things that's easy to show in your home. Right. Check this out, you know, and then starts the conversation. Yeah, so if you're looking for how we compete, how do we stay relevant in markets like India, that word of mouth is super strong for us, alongside that installation channel. If you are trying to understand what makes us unique and different, if you think through the lens of word of mouth and think through the lens of installation channel, I don't think many other brands have the same impact and quality of those two things that we have available to us. As I talk about different types of consumer electronic products, when I think of different brands, the word of mouth and installation channels make us somewhat unique. It is a strength of ours, which is relevant in markets like India. Is there something I didn't ask but you'd like to share? For me, I think it's super important we continue to tell the multi-room story to Indian consumers. We find this in many parts of the world where many consumers might just still see audio in their home as a single device in a single location. And that's part of our strength, but part of our obligation, part of our responsibilities, tell them you can fill your music with home. Like, silent homes are not good homes. We know, people are happier in homes that are filled with music. We've got research to prove it. Can you tell me more about the research? Yes, so we did a Music Makes the Home study (not specific to India) and we found this: Where people listen to music, they're happier and their relationships are stronger. I'm going to give you some of the stats on memory, it is something like 68% of the people we survey told us that the food tastes better with music. The same food, the same dish that you're having now, two out of three people tell us it tasted better with music. It [the study] was done in 2016, and 83% of participants found that doing chores was easier with music. They were spending an additional three hours and 13 minutes together with their household members when they just listened to music out loud. Love is expressed more regularly with music. One of the things I know I need to continue to do, that we need to continue to do, my team, all of us, is to help people understand that they can fill their home with music. And that it all works together or can work together. It's really powerful, too. Bringing music into people's homes is really powerful. There's some of that and then also within app, the ability to customize the sound. There are abilities to tune the sound for your location and TruePlay. Not a lot of people probably know about TruePlay. That ability, within the space of 30 to 60 seconds, to use your phone and tune the sound for your room. I'm asking it again, but wouldn't more Sonos Experience Zones help with this – to help consumers better understand these Sonos features? I think it's important that we have a balance. It is important to have Experience Zones but I think it's also important that we have the best experience possible working with our partners like Croma and Reliance Digital. And it's super valuable for them to work with brands like us to bring those experiences to life for customers. Customers often go to retail spaces as a place of discovery. It's often that first point of discovery for 'what are my options?' I think it's important that we should be there, so that they know we are one of the best options for customers. And then the direct experiences, okay, someone's walking in, they're only going to get a Sonus Experience – Both of those things are important.
India Today
08-05-2025
- Business
- India Today
Sonos bets big on India with Arc Ultra launch, dodges Trump tariffs with smart supply moves
Sonos is launching the Arc Ultra in India today. It is the most powerful soundbar that it makes at the time of writing. The Ultra is a direct sequel to the original Arc from 2020. Interestingly, Sonos didn't even exist in India back then, even though it has been around since 2002. It would take the Santa Barbara, California-based company – the makers of some of the most premium and pristine audio tech in the world – almost two more decades to arrive in the Indian subcontinent. But when it did finally make its way here, it did not waste any time. It learnt very quickly that this market was different, but maybe that is all it ever wanted. advertisement You see, Sonos, like Apple, likes to think differently, whether it is in the choices it makes with product, both hardware and software, the way it looks and feels, for instance, or the partnerships that would make them more appealing to the consumer. Those choices may be different depending on the category, but all point in one direction, which is to bring joy when someone sees and hears the understated Sonos Ace or the mighty Arc Ultra. On the sidelines of the launch, we sat down for an exclusive chat with Rennie Addabbo, General Manager for Sonos APAC, and Sara Lincoln, Principal Product Manager at Sonos Global. What followed was a fascinating deep dive into Sonos' ambitious India plans, the groundbreaking tech packed into its new devices, and how the company is navigating everything from global trade winds to the unique pulse of the Indian buyer. Sonos' big bet on India advertisement Forget a cautious dip in the water, Sonos is diving headfirst into the Indian market now. The late entry doesn't bother it (Its India story is relatively young, starting in 2021). The market is big, and the company is uniquely positioned. So, while one might think that this is a market dominated by the likes of Bose, Sony, LG, and so many more, Sonos feels right at home. 'At a market level, we remain incredibly excited about the potential of what we're seeing in India across a number of fronts,' Renee says. "I don't think there's been a more exciting time to be at home with entertainment and content.' Sonos Arc Ultra And he's got the numbers to back it up. Rennie points to India's growing appetite for content consumption – 'producing 1,800 movies out of Bollywood every year which is more than Hollywood by miles' – and the nation's undying passion for sports. 'I hear people in the US constantly talking about cricket and [Virat] Kohli and his following being bigger than LeBron [James],' he quips, clearly a fan himself. 'From a viewing point of view in home, I think 137 crores of digital audience, almost 40 percent larger than last year in the first weekend [for IPL]. So even after all these years, IPL gets bigger and bigger every year.' advertisement This explosion in content, coupled with over '540 million OTT subscribers in India,' creates a massive space for premium home entertainment. 'You bring that all into a home environment and that just means there's never been a better time to enjoy premium content at home,' Rennie asserts. But it's not just about what's on the screen. Sonos is keenly aware of the changing landscape of Indian homes themselves. 'What's also important to us is the growth in home ownership. It is the fastest growing market in the world,' Rennie explains. He highlights a significant trend in the premium segment: 'In 2024, in the premium home segment, 37 percent of unit sales of home sales were above 1 crore and a good part of that above 2 crores. When you translate that to the value of home sales, more than 70 percent of homes sold in 2024 in India were above a crore.' This, Rennie believes, 'really plays to the experience in people's homes with entertainment and their investment in appliances and home furnishings, which we know is a growing market and really plays to a sweet spot of ours.' It's a scenario mirroring Sonos's own success story. 'What we've seen work in our formative years in the US is playing out here [now] in India and that for me, is the joy of music throughout the home. We feel we've got a tight connection with Indian consumers and Indian consumers have a tight connection with Sonos.' advertisement This conviction is why 'India is a core priority market for us globally as we think about geographic expansion and so it's an area of accelerated investment for us,' Rennie reiterates, signalling a strong, long-term commitment. So, what's 'Ultra' about the Arc Ultra? The Sonos Arc already holds a cult status of sorts. So, when Sonos slaps an 'Ultra' on its successor, expectations are, well, ultra-high. The company knew from the very beginning it had big shoes to fill. 'When you see the Sub, it's a 4. It's a generational change,' Sara says, referencing the new Sonos Sub 4 (which is launching alongside the Arc Ultra). 'Even with the Beam Gen. 1 to Gen. 2, it was the same architecture, but we added virtualisation of Dolby Atmos, so it was very similar, but better. In the case of Arc to Arc Ultra, it is a step change in sound, and that's what we're trying to communicate to the customer.' advertisement At first glance, the Arc Ultra might look familiar. "When you put them side by side, you can see Arc Ultra is smaller both in height and in depth, but that's a little hard to see on first look," Sara admits. But don't let its subtly sleeker profile fool you. The magic is inside. Sara breaks down the 'Ultra' enhancements: 'Arc Ultra speaks to a couple of different areas where we've improved. In terms of bass, at the 50 Hertz frequency, the Arc Ultra delivers two times the bass output of Arc. That is huge.' At the heart of all this is a new type of proprietary transducer technology - Sonos calls it Sound Motion - that not only helps in doubling down on bass, but frees up space to fit more drivers. And so, it is able to pack 14 drivers (seven tweeters, six mid-woofers, and one woofer) up from 11 inside the original - and, somehow, still achieve a smaller footprint. Sonos Arc Ultra proprietary transducer that facilitates Sound Motion for deep bass. advertisement They are powered by 15 Class-D amplifiers for a more advanced 9.1.4 channel virtual surround sound (versus 5.0.2 in the Arc). 'In terms of spaciousness, with Arc Ultra, you're hearing more clarity within the same space and then more of it around you. So, you're just getting more spaciousness.' And for those crucial movie moments, 'The third piece is dialogue enhancement. We've improved both mechanically, like the physics, and then added speech enhancement on top of it. So, it's just really elevating. It's not a little bit better, it's a lot better.' For anyone wondering how Sonos could possibly top the already amazing Arc, Sara has a simple answer: 'It took me having to hear it, to believe it. You listen to them side by side, AB comparison is what we call it, it's [the difference] just night and day. It's amazing.' Rennie chimes in on the 'Ultra' naming, offering a glimpse into Sonos' product-first culture. 'There are a number of things that make Sonos unique in the consumer electronics space, but one thing I see is the product and engineering folks drive the bulk of these conversations – the naming conventions and the life cycle and longevity of products engineered deliberately from the start,' he explains. 'Virtually all our product decisions and the naming convention included, they will come from our product group... it's the product folks of the world who are declaring their perspective on the engineering we've put into the device.' So, 'Ultra' isn't just marketing fluff, it's an engineering statement. The Indian consumer One of the most fascinating parts of our conversation was the deep dive into what makes the Indian market tick, and how it's often surprising even seasoned Sonos executives. Rennie shares an eye-opening statistic: 'I saw a stat the other day that something like 37 percent of the commercial property sector in India is tech. That's unlike anywhere else in the market. There is this anchored premise in the Indian fabric, in the market that we aim to target and speak to, that tech is ever present, and tech is an everyday phenomenon and has been for some time.' Combine this inherent tech-savviness with the content boom, and you have an audience that 'is appreciating more and more overtime premium quality experiences.' Rennie continues, 'We also see that the Indian consumer is tuned in to the value of tech and the simplicity it can bring you.' This unique blend has led to some astonishing trends for Sonos in India. "We are seeing, for example, two and a half times more Arcs sold in India today than Beam – and Beam is selling really, really well!' Rennie exclaims. 'I don't see that anywhere else in Asia. I don't see that anywhere else in the world. Folks in the US are shocked when they hear that.' This, he believes, points to a 'cultural bias in India that is suited to Sonos, this love of entertainment and experiences throughout the home.' It harks back to Sonos' very origins. 'We started as a multi-room player – every song in any room, every room. So, that premise of filling homes with the joy of music is where we started. If you look at where we started, you look at where India is right now, for me it feels like a perfect fit.' When Indian consumers choose Sonos over competitors, the reasons are clear, according to Rennie. 'When they buy us versus someone else, we know why they're buying us, and they tell us when we do the research: it's the ease of use, the great audio quality, premium design, and the fact that how it works together whether they have two devices at home or twenty-two.' He adds, 'You could have up to 30 devices in your home and have them playing 30 different songs all at the same time if you really wanted to. That's what resonates with Indian consumers.' Sara adds another layer to this quality promise, revealing the calibre of experts Sonos consults. 'We're getting input on both how music sounds from music producers like Giles Martin to how the movie sounds from say, Chris Jenkins who has done the background score for Mad Max: Fury Road. So, what you're getting is a product that has been tuned to sound absolutely beautiful musically and completely cinematically. That is something that we are really uniquely positioned to do.' It's this dedication to authentic sound reproduction, whether it's your favourite tune or a high-octane movie chase, that sets Sonos apart. Software, services, and sensitivity While the shiny hardware often grabs the headlines, Rennie is quick to point out the heart of Sonos. 'I think we are anchored in software – founded by 4 software engineers who then had the love of democratising music throughout the home. So that for me is still true today as true it was back then.' This software-first approach has allowed Sonos to 'democratise other pieces of content and we talk about audio and sound and not just music.' This focus also informs decisions about not entering certain product categories. When asked about the perennial 'why doesn't Sonos make a TV?' question, Rennie offers a thoughtful business perspective. 'I'm always fascinated to see how product folks approach that kind of conversation. But I imagine part of it might start like, 'what are we really good at?' We want to be here to serve for the customer. And if we were to do anything, how would it change their lives for the better and what footprint would we put on something and how would we do it uniquely? So, to this point, if we haven't done it then, in my mind, it's because we haven't found the reason, the driver that we would deliver something that we felt like we needed to bring to the market ahead of our other choices like getting into a lifestyle category like Ace [headphones]." Sonos Sub 4 Speaking of compatibility, Sara clarifies the common query about Sonos and Apple products. 'No, we really want our products to work well both for iOS and Android devices.' The reason TruePlay which is Sonos' room-tuning technology is often highlighted with iOS is technical: 'It just so happens that TruePlay is reliant on the microphones on the phone and within iOS they've done a really incredible job of making the microphones consistent. Unfortunately, with the Android devices having such a variety of phones, it wouldn't be sustainable for us to try and keep up with that.' But Android users aren't left out. 'That's why Quick Tune is so great as it doesn't matter what phone you have, it would tune itself with its own microphones and you can be relying on that.' Content is king, and Sonos ensures users have a vast kingdom. 'Sonos started before iTunes was a thing. No other platform from any brand has as many music services on it – we're over 130 globally or more,' Rennie proudly states. Crucially for India, 'Every service that is important and is local and is based in India is on our platform.' This commitment extends to understanding local nuances. Sara shares a revealing anecdote: "On the product team, one of the things we've been talking about is how to make the setup experience even better. One of the examples was what if when we power cycle the product, it comes on and it chimes and it's like, 'I'm back, awake.' We had input from the regional teams saying wait a minute, in India, for example, we have brownouts, so the electricity comes in and out and if you are in the home like that and it's 2:00 in the morning and your soundbar is going, 'I'm awake', it's really not a good experience. So, we chose to not bring that feature to life. That's not a feature specific for India, but it's trying to respect, we don't yet know enough about this customer, but let's not make big mistakes like waking them up in the middle of the night.' It's this thoughtful consideration that builds true customer loyalty. Riding the waves In a globalised world, no tech company is an island, and Sonos is no exception. When the conversation turns to the issue of 'Trump tariffs' and global trade complexities, Rennie is candid. 'Every manufacturer around the world is looking to stay across what's happening and respond to it. We're all talking about it.' He reveals Sonos' proactive strategy: "One thing that's important to share is we have been diversifying our manufacturing throughout Asia over the last four or five years. We are not only manufacturing in China, but we also manufacture in Malaysia and Vietnam.' This foresight, he says, 'was a very strategic long-term decision that has now put us in a better position had we not made those decisions.' Sara concurs, 'As every other tech company at the moment, [we are also] monitoring the development, but because it's so complex and evolving, we're sort of just assessing the potential implications.' On the subject of [potential] make in India, Rennie adds that Sonos is 'always looking at how do we not only build for the next product, but how do we set ourselves up for the next 5-10 years.' The conversation also touched upon the new energy within Sonos, with new interim CEO, Tom Conrad onboard (who took charge after Patrick Spence stepped down from the role recently). Rennie is enthusiastic: 'It is easy to see, and we continue to talk about what our number one priority is and that's the experience itself. That's been strengthened if anything, since Tom joined us as CEO.' He praises Tom's 'long pedigree of software' and his understanding of the company, having come from the board. 'It's been a really positive sign to see Tom enroll and having the impact on the product team and the engineering team and the way he's having an immediate impact.'
Hindustan Times
08-05-2025
- Automotive
- Hindustan Times
Tech and AI must advance user experience, from backstage: Sonos' Rennie Addabbo
The audio hardware space is increasingly resembling a crucial trend, common to the smartphone ecosystem. Annual, often hurried upgrades for headphones, speakers and home theatre systems. It must not be easy for Sonos, the American audio company, to not follow the competition. The company's new home theatre system, the Arc Ultra, is an example — it follows the Arc, the then flagship launched in 2020, almost five years later and the company says it has done enough to give it the 'Ultra' moniker instead of '2' or something that simply represents a generational change. In a conversation with HT, Rennie Addabbo, who is General Manager for Sonos APAC, insists it underlines the company's focus on longevity rather than a quick churn with new products. That's what also defined Sonos' foray into the headphones space a few months ago. The Arc Ultra is also testing the conventional wisdom that has defined audio speakers till now. (Official photo) The Arc Ultra is also testing the conventional wisdom that has defined audio speakers till now. Most traditional speakers use a single cone or dome-shaped diaphragm to displace air and produce sound. The diaphragm is typically attached to a voice coil that moves within a magnetic field created by a single magnet — the coil and magnet assembly (that is, the motor) is positioned at the centre of the diaphragm, driving its motion. Instead of one large driver, Sound Motion uses two opposing diaphragms powered by four compact motors (each with dual voice coils). The diaphragms move in opposite directions, canceling mechanical vibrations that could distort sound or rattle the enclosure. It has advantage of compact size, increased displacement and therefore better lower frequencies too. HT is yet to test the Sonos Arc, and the Sound Motion technology. Also Read: Sonos Ace has almost aced premium headphones Rennie Addabbo talks to HT about this new technology, headphones as a new category for Sonos, how the company approaches India as a market, and how to best leverage artificial intelligence (AI) to define user experience. Edited excerpts. Q. It is intriguing that Sonos doesn't annually release product updates, which often run the risk of being incremental. What defines this methodology, and how difficult is it to stay steadfast when competition's approach is largely contrary? Rennie Addabbo: This approach has been a core part of the way we built and engineer products with the consumer at the centre, and that has been the way from the very beginning for Sonos. It's been consistent from the start and consistent today. I don't see it ever changing, and we do that very deliberately because we know folks who are investing in a premium audio experience, need to get amazing value for that engineering. The amount of engineering we put in our products exceeds any other offering in the market, when you compare to the value we provide and the price that we put our products at. I've always been really proud of, from a Sonos point of view, is the fact that our products are still available for sale many years later. In fact, we started our home theatre line with our largest soundbar was called the PlayBar. It was still for sale at the same price, eight years later. It's very unusual in consumer electronics. The customer and their experience, anchored in software, means that we can also provide software updates over time that make a product better, even years later. That makes a lot of sense, given the unique nature of Sonos, to continue to do that. Q. Headphones is one of the new categories for Sonos, and is there more diversification on the horizon? Is it more a case of timing the entry, or simply about developing the best possible product and letting consumers make their choice? RA: A lot of the work we do globally also revolves around listening to our customers, and they're very vocal about what they'd like to see from us, and it's great to have passionate owners. There is a lot of consumer user research and that tends to give an indication of the direction for our strategy and roadmap. An example of this is that our customers, for quite some time, had been asking for us to get into the lifestyle headphone category, and were are very glad that we're able to do that with the Ace. You'll also see with the Sonos Arc Ultra is that what we do is look for evolutionary, revolutionary change as we move from one generation and step up to the next. Q. Tell us a bit more about redesigned transducer on which the Sound Motion technology is based - what was the approach to redesigning the very core of the audio experience, considering no one's ever thought of this before, and how crucial will it be to build with this? RA: We acquired a company called Mayst (this was in 2022) and their specific intellectual property as well as and technology was around the movement of the transducer. On the back of that acquisition, that's now Sonos intellectual property. Here we are, about three years later, with the first representation of that technology in a product. The Arc Ultra has the ability to disperse movement of the transducers, since sound needs space. The more space and air you can move, the better the sound. So that ability to get more bass with less space, is revolutionary. That is an advancement in technology that we've not seen for 100 years in transducers. Q. Is there a vision to further reduce the size to make this technology more relevant for smaller form factors, such as multi room speakers as well? RA: We now have this technology. We've got good feedback on it, in other markets. It's now for our engineers and product teams, as they work through consumer research, to say we have a sense of where we could go with this technology and where does the market also want us to go with this technology. There can definitely can be many form factors, and not just home theatre in the future. Also Read: As buyers accept a premium for good audio, spotlight remains on headphones Q. How big is Sonos' footprint in India, and what are the investment plans for the next few years? RA: An important part of our footprint in India, at this time, is a really strong installation channel. More than 50% of our business in India comes through our installation channel, something that's near and dear to my heart. It's at the core of what Sonos does, which is understand multi-room setups and sound. Sonos throughout the home is doing really well and integrates smart home technology with audio and entertainment. We have a strong presence in India. We have 75 stores at the moment, including consumer electronics stores, and of course online retailers such as Amazon. We are keen on building on the early success we've seen. There is a Sonos Experience store in Mumbai, and it's something that we'll continue to look at because we feel it's important to have that direct engagement and contact with Indian consumers. We'll continue to invest and we'll continue to engage with Indian consumers. India is a prioritised market and as we think about geographic expansion worldwide, India is foremost in our minds as we think about markets to invest in. Q. How do you see India as a market, and more to that point, the soundbar portfolio now has the Arc Ultra as the flagship. How important is it to cover all price points, and which products see the most traction in India? RA: The attempt is to consistently balance the amount of engineering that goes into a product which should make sense for customers, and not over-engineer for the sake of it. That corresponds with the best possible price. If I am to compare to other players in the market, it's often seen in the audio space in particular, that there might be much higher price points based on the amount of engineering in a product. We'll always look at experience and value for money, in the home theatre space. For example, the Arc Ultra, the Beam and Ray. Considering those price points and where they sit in the market, they give an opportunity for buyers at an entry price point level, an opportunity to the ability to enjoy the Sonos experience. The mid price point Beam is also there for the right sort of size TV and home environment, while products such as the Arc and Arc Ultra are for large TVs and rooms. That's a really deliberate position from us from a product point of view to make sure that we are as accessible as possible, for the Indian market. We have an interesting observation on how Indians are shopping for home theatre systems. Sonos sells two and a half times more of the higher priced Arc, than we do the more affordable Beam in India. That is a trend I don't see in any other part of Asia, or even in the US, which is one of our stronger markets. That tells us is we've found an Indian consumer that resonates with Sonos, and the way we build our product set for Indian consumers and those that value premium experience in their home. It is a validation for us that what we're doing, makes sense to Indian Also Read:Sonos' affordability pursuit with the Ray soundbar leaves a lot on the table Q. What next for Sonos' legacy of wireless audio innovation, and how does the advance of AI play a role in that? Would you say users want to actively engage with AI particularly when it comes to good sound, or they'd prefer a more hands-off approach defined by a sound signature they recognise? RA: All forms of intelligence have the ability to improve the experience. We are not just a hardware company, software is equally important. It is an opportunity to smartly improve the experience for the customer. in terms of the intuitive nature of how you use our experience, nature of the app and its connection to hardware. The global product teams are looking at all forms of intelligence and how that adds to the experience. It's multi layered opportunity for us.
