Following back in the spring, the Sonos app was very broken and missing key functionality. The company admitted it made a huge mistake in pushing the redesign too soon and explained that it has since uncovered more “issues” that have prohibited it from adding those missing features. Users were quickly frustrated, and now the company is so mired in fixing its app problem that it that are ready to launch ahead of the holiday season. Let’s discuss how we got here, what happened with the app, the consequences Sonos is facing and what likely happens next.
The backstory
Sonos released a completely rebuilt version of its app for Android, iOS and desktop in May. The total redesign was focused on making it easier to play different kinds of content while also creating a hub that’s better suited for finding what you need. Of course, it also has to work with the company’s various speakers and soundbars, and the overhaul took place ahead of the release of the first Sonos headphones. Those cans, , brought new functionality that had to be supported in the app, so the company thought it was time to wipe the slate clean.
“We viewed re-architecting the app as essential to the growth of Sonos as we expand into new categories and move ambitiously outside of the home,” CEO Patrick Spence said on the company’s . “In addition to its more modern user interface, the new app has a modular developer platform based on modern programming languages that will allow us to drive more innovation faster, and thus let Sonos deliver all kinds of new features over time that the old app simply could not accommodate.” He also noted that “performance and reliability issues had crept in” over the company’s history, so the user experience had already suffered as a result of the aging platform.
Some customers will always be resistant to change. The new customizable interface took some getting used to, but that wasn’t the problem. The app was missing basic features like sleep timers and alarms. Users also the inability to rearrange speakers in different rooms, speakers working intermittently and trouble completing other basic tasks. Some say they can’t reliably load the app on the first try.
“We developed the new app to create a better experience, with the ability to drive more innovation in the future, and with the knowledge that it would get better over time. However, since launch we have found a number of issues,” Spence . “Fixing these issues has delayed our prior plan to quickly incorporate missing features and functionality.”
Spence laid out a roadmap for fixing the problems in the same blog post, which initially included restoring the ability to add new products to your home setup. Even I had trouble adding the Ace headphones to the app at first, but after a few tries I eventually got it. Spence also said that the company had released updates to the app every two weeks since the redesign launched on May 7, and that it would continue that schedule alongside . The most recent version, which included TV Audio Swap with the Ace headphones and , delivered a handful of very basic things — like the ability to clear the queue on the iOS version.
“Since I took over as CEO, one of my particular points of emphasis has been the imperative for Sonos to move faster,” Spence said on the earnings call. “That is what led to my promise to deliver at least two new products every year — a promise we have successfully delivered on. With the app, however, my push for speed backfired.”
The fallout
Customers have been understandably upset since early May, which is well-documented in the . But, user satisfaction isn’t the only issue that the company is facing. With the new version of the app so busted it had to be fixed before missing items could be added, Sonos has delayed the launch of two new products that were ready to go on sale in Q4. Spence said that the company enlisted “the original software architect of the Sonos experience,” Nick Millington, to do “whatever it takes” to remedy the issues.
And it’s not just a headache for customers. Sonos dealers and installers, which make up a significant part of the company’s business, are allegedly so frustrated with what they encounter trying to do their jobs that some of them have paused sales. “As an installer when you try and talk this up to somebody to buy, it is extremely embarrassing at this point when you have to just say ‘well, the parent company is having issues,’ it makes you look like the jackass,” one explained.
Spence explained on the company’s Q3 earnings call that the app debacle would cost between $20 and $30 million. CFO Saori Casey said that sum is due to the loss of sales stemming from the software problem and having to delay two new products that would’ve generated more revenue. As such, Sonos had to revise its Q4 financial guidance to lower expectations until this “chapter,” as Spence describes the current fiasco, is resolved.
While the company hasn’t revealed any details on what either of those two now-delayed products might be, there have been rumors that offer some clues. in November that the company was working on a soundbar that would surpass the capabilities of its current flagship, the Arc, in addition to a set-top TV streaming box. Both of those products would be hot-ticket items for the holidays, especially for the Sonos faithful.
Bloomberg explained that the new soundbar would likely be $1,200, or $300 more than the Arc. Additionally, the new model would include “new technology” following the company’s acquisition of . In Sonos’ announcement of that move, it said that Mayht “invented a new, revolutionary approach to audio transducers.” More specifically, the company’s engineering methods allow it to build transducers, a basic component of speakers, that are smaller and lighter without sacrificing quality.
According to that same Bloomberg report, the Sonos TV streaming box will be powered by an Android-based OS with various apps for different services. The device is also said to act as a hub for Sonos gear in the home. Dolby Atmos and Dolby Vision should be on the spec sheet, and voice control will reportedly play a significant role in the gadget’s operation.
Bloomberg further explained that Sonos was working on a new high-end amplifier that could cost at least $3,000 and new eight-inch ceiling speakers. Frustrated dealers and installers would likely be hesitant to sell such expensive items with the app in the current state, if Sonos could even add the functionality to make them work. Any of these could be the two products the company was forced to delay, and any of them would’ve likely padded the bottom line before the end of the year. And that would be on top of the early sales of the Ace, a device that should be popular this holiday season.
What happens next?
Sonos has a clear plan for how it intends to fix its buggy app, but there’s no timeline for exactly how long that will take. The company has yet to deliver for its Ace headphones that will map a room (with the aid of a soundbar) to virtually recreate the acoustics for a more realistic experience. And as we learned recently, new products have been delayed for the time being.
“Building a new software foundation was the right investment for the future of Sonos, but our rollout in May has fallen dramatically short of the mark,” Spence said on the earnings call. “We will not rest until we’ve addressed the issues with our app, and have delivered new versions that materially improve our customers’ experiences.”
The company is at a standstill until its app is fixed, with a full product pipeline plugged up for the foreseeable future – if the reports are to be believed. From the looks of it, Sonos planned to release an app that wasn’t completely done, but one that it thought was stable enough to use, with the goal of adding features over time to improve the overall experience. However, the complete rebuild was essential to the new technology and devices Sonos has in the works, since the company has been clear the old app wouldn’t have supported them. And since one of those items was the Ace, Sonos had to decide if it could wait longer to release its first headphones, a highly-anticipated product, or just go ahead with what it had.
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