How Sonos plans to go mainstream & double in growth this holiday season

It's been the year of smart, streaming music companies. And if Sonos has anything to say about it, 2011 will also be the year of the smart speaker. As Sonos prepares for the upcoming holiday season, it's bringing its wireless speaker system to mainstream retail outlets like Target, where it will be featured prominently in store displays. Sonos speakers have built-in compatibility with many popular streaming services including Spotify, Pandora, iTunes, Rhapsody and iRadio. "We set out to be the Bose of the digital age," said co-founder Tom Cullen in a VentureBeat interview. Cullen added that between cloud-based subscription music services and hardware systems like the ones he's worked on, "It's the best time in history to be a music lover." Target is just one part of Sonos' plan to infiltrate the consciousness of the average consumer. "In the last few weeks, we've added almost 3,000 retail locations that are selling our products," said Cullen. "Sonos has been selling in consumer electronics places for years. Target for us was a big change … And they have a huge customer base that looks to them to introduce them to new ideas."

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