We’re trying to figure out whether Sonos was doing the right thing, and it’s getting to the point where we need pins, a corkboard, and string. Sonos had been increasing the functionality of its products and ran into a problem as they hit a technical wall. How would they keep the old speakers working with the new speakers? Their solution was completely bizarre to a lot of people.
First, none of the old speakers would receive updates anymore. Which is sad, but not unheard of. Next they mentioned that if you bought a new speaker and ran it on the same network as an old speaker, neither speaker would get updates. Which came off as a little hostile, punishing users for upgrading to newer products.
The final bit of weirdness was their solution for encouraging users to ditch their old products. They called it, “trading in for a 30% discount”, but it was something else entirely. If a user went into the system menu of an old device and selected to put it in “Recycle Mode” the discount would be activated on their account. Recycle Mode would then, within 30 days, brick the device. There was no way to cancel this, and once the device was bricked it wouldn’t come back. The user was then instructed to take the Sonos to a recycling center where it would be scrapped. Pictures soon began to surface of piles of bricked Sonos’s. There would be no chance to sell, repair, or otherwise keep alive what is still a fully functioning premium speaker system.
Why would a company do this to their customers and to themselves? Join me below for a guided tour of how the downsides of IoT ecosystem may have driven this choice.