Why DIY Products Are Seeking Integrators
This year at our industry trade show, the largest sponsor wasn’t an automation system, AV manufacturer, or even a security company… it was Amazon. Yes, the same Amazon you probably used sometime this week to order that item you needed in two days or less. They spent a lot of money to make sure that every pro who attended knew that Echo (powered by Alexa software) full integrates with Control 4 and that more and more high-end tech products are becoming compatible their device.
So why are these companies that worked so hard to make their products easy to setup seeking out integrators to connect the equipment into complex systems? For companies like Amazon, it’s so their product can be used to its full potential. While Echo is an impressive DIY solution, controlling lighting scenes, streaming audio, and controlling HVAC, it needs to integrate with DIY partners such as Phillips Hue and Nest. However, when Echo integrates with Control 4, it can then control all of the devices the automation software is controlling. The possibilities are endless: switching between video inputs, raising and lowering shades, pool and spa control, even customized automation such as turning on electronic fireplaces or other electric features. By joining forces with high end automation, Amazon can work veteran companies to create the most natural voice user interface possible.
Companies such as Eero, who sells networking hardware, is exhibiting at CEDIA in an attempt to convert integrators and turn them into brand champions. Mass Fidelity and Riva Audio which manufacture speakers are at the show in the hope of breaking into the luxury market.
Then there are companies like Ring, whose products don’t currently integrate with most of the third parties needed to be successful at the channel level. Ring’s roadmap includes neighborhood safety and community engagement features that would require market saturation, including luxury homes. “The more homes we’re on, the more we can impact crime in the neighborhood,” said found James Siminoff. However, it’s highly unlikely that Ring will be successful if it isn’t willing to integrate. We tested the product, and while it works as advertised, you can’t quickly and easily access the app when you need to. Combined with the fact that is more an inconvenience compared to other video doorbells that do integrate with automation systems suggests that Ring has a tough journey in front of them.
While the number of DIY products at CEDIA are growing, it isn’t a new trend. Companies such as SONOS (audio distribution) and TiVo have been staples at the convention for years. While it’s rare to find a PLAY:1 in a luxury home, SONOS CONNECT is often hardwired to architectural and audiophile speakers. Within the past two years, SONOS which had been notorious for its closed API realized the need to work with Control 4 and Savant allowing for full integration of their control if it wanted to remain in this market.
Other companies like TiVo positioned themselves as a legitimate alternative to more expensive solutions. Not only could it replace other video distribution options at a lower price point, but its true value is also the TiVo specific features such as Skip Mode™ and Quick Mode™. Integrators who ignored TiVo in the past had no choice but to acknowledge the company if they wanted to provide their clients with advanced capabilities.
