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| Volume 2 Issue 5 October 1997 |
Features
Interviews
Reviews |
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| HTINews
Interview - Oct97 - [HTI Home Page] |
DIY Marketing Program Promote Your Products and Services [Click Message To Learn More] |
HTINews Interview
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QUESTION 1 - Where do you see the Home Automation industry and marketplace heading over the next few years? If you were starting out today what HA related business would you get into and where would you focus your resources?
ANSWER 1- Investment and participation of major corporate entities such as IBM, Thompson and others will certainly add fuel to our industries engine. However, without the assistance of a home automation installation professional, most consumers don't know what they want or have the time, interest or expertise to install it. This means that the industries growth will largely rely on the growth of the dealer/installer network -- a network that I believe would have a hard time growing at an enormous rate. Therefore, I believe that the industry will continue to grow at its current rate. While explosive growth might sound appealing, given the limited resources that most of us industry participants can bring to bear we may fare better if growth remains status quo.
ANSWER 1A- As mentioned above, I believe that dealer/installers will be driving this industries growth. As such, they have tremendous opportunities for growth within a highly fragmented market.
QUESTION 2 - There has been much discussion about the marketing of Home Automation to the average consumer. Do you agree that Home Automation needs a major marketing push and if so how, when and who do you see providing the leadership and financing?
ANSWER 2 - As mentioned above, I feel that at this point in our industries growth cycle consumers will be driven to home automation by an builder/dealer/installer. In short, I believe that home automation is "sold" not "bought". Until our products' benefits are simple to understand, features are easy to use and installation a layup, I don't believe that home automation will become a major consumer electronics force at retail. We are still in the hobbyist/ early adopter phase. At this point, consumers responding to mass marketing are likely to prefer to remain "on the sidelines". Until the industry shakes out a little, I would think it unlikely that any major retail marketing investment would be successful. All that being said, people are hard to predict. Some retail giant may be successful and we all need to stay on our toes.
QUESTION 3 - Who buys home automation systems now and will that change over the next few years with ... hopefully ... the introduction of new and more economical products and services?
ANSWER 3 - Today's typical buyer falls into two groups 1) The high-end homeowner/builder who attracts the sales efforts of high-end builder/dealer/installers, and 2) Technically oriented do-it-yourselfer's who seek out new products and fit into the hobbyist/early adopter category.
Yes, I believe that home automation products and services will definitely evolve into a more mainstream product with more mainstream acceptance. As noted, this will result from products becoming more affordable and easier to use and install.
QUESTION 4 - Can you tell us a little bit about the new company "SmartLinc" ... Who is involved / What are the plans / Where does it fit in with the future of Home Automation?
ANSWER 4- We formed SmartLinc to build products that filled in what we perceive as "gaps" in the home automation industry. Our goal is to build products that will help our industry loose some of its "gadgety" image -- products that are easier to use and last but not least affordable.
QUESTION 5 - In your opinion, what effect will the CEBus Home Plug and Play standard have on the next generation of Home Automation products? Is SmartLinc involved in developing products for HPnP?
ANSWER 5- I think its too early to tell how big an effect HPnP will have on the industry. While it sounds great and presents many opportunities it also faces many hurdles (like anything else) in gaining acceptance. SmartLinc plans on building HPnP products but none are in production currently.
QUESTION 6 - Do you see the internet playing a role in the future of Home Automation? How will SmartLinc use the internet to provide services and information to it's customers?
ANSWER 6 - It seems increasingly obvious that the Internet will play a role in almost every business. It will help unite buyers and sellers of home automation products together initially, help installers update and manage systems and help manufacturers provide software/info updates to installers.
