Dear SONOS, and dear community,
back in 2008, I started to invest in SONOS for my house. I own
- 1 Play:5 Gen1**
- 2 ZP90**
- 2 Connect:Amp**
- 2 Play:1
- 2 One
- 1 Playbar
- 1 Sub
** = these will render useless per SONOS’ announcement, with only a 4 months notice period (!). I will certainly de-invest going forward.
One of the strengths of SONOS has been quality and durability, and product support length unknown in the industry. While that is a strength, it is also a weakness for the business model which requires a constant & growing stream of revenue in order to remain profitable.
The community understands that SONOS needs to operate a viable business model to be able to pay their developers, R&D etc. The current strategy, to declare hardware that is still fully functional obsolete, is wrong for a number of reasons:
- waste of resources
- decline in long term customer satisfaction, damaging the business in the long run
- affected customers will very likely shrink their future investments
- the 30% discount on Trade up program harms margin
The argument that the old hardware does not meet performance requirements is baloney. In the end, it’s a bit of networking, buffering (I can’t see requirements change here), and file index for home library (I can’t see that grow).
SO HERE IS THE SUGGESTION:
- publish a 7 year life cycle policy - free updates/maintenance from date of purchase.
- offer 5 years extended life support for a subscription fee
- Trade-up option
I would be willing to pay 10 USD/EUR per month&household for this extended life subscription.
WHAT WOULD THIS DO FOR SONOS AND CUSTOMERS?
- extended life subscription offers an additional revenue stream and pays for the maintenance
- it’s a strong buying argument
- customers can be confident about the product life cycle, and plan accordingly (and rather than seeing thousands of $$$ render useless overnight have a runway to replace bit by bit)
- customer satisfaction and “recommend to a friend” would go up
PLEASE, SONOS, RE-THINK YOUR POLICY AND CONSIDER AN EXTENDED LIFE SUBSCRIPTION.
What do others think about this?