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The Smart Home Concept: Partnerships within Industry Crucial for Market Development, Says Frost & Sullivan

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The Smart Home Concept: Partnerships within Industry Crucial for Market Development, Says Frost & Sullivan PR Newswire LONDON, July 9, 2012 - High costs and system complexity are common barriers to wider adoption of smart home technologies and applications LONDON, July 9, 2012 /PRNewswire/ -- Though the Smart Home concept is far from new, it has continued to elude wider scale adoption, despite the maturing of both home automation and broadband communications technologies. The industry appears to be driving a renewed interest as companies seek new revenue opportunities by exploiting the near-universal interest in smart innovation, particularly in urban environments. However, unless crucial challenges are addressed, Frost & Sullivan believes that history may simply repeat itself. According to a survey conducted by Frost & Sullivan with more than 1,000 households across the United States and Canada in 2011, only 28 per cent of homeowners are interested in Smart Home solutions. Further, respondents indicate that they were unwilling to pay more than USD30 a month for Smart Home solutions. The results of the survey suggest that people today perceive the Smart Home to have a negative price-value relationship. "As the consumer communication environment has become more complex, it is the complexity that is getting in the way of service consumption," says Frost & Sullivan Vice President of ICT, Daniel Shepherd.
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The Smart Home Concept: Partnerships within
Industry Crucial for Market Development, Says
Frost & Sullivan
PR Newswire
LONDON, July 9, 2012
- High costs and system complexity are common barriers to wider adoption of
smart home technologies and applications
LONDON
,
July 9, 2012
/PRNewswire/ -- Though the Smart Home concept is far
from new, it has continued to elude wider scale adoption, despite the maturing
of both home automation and broadband communications technologies. The
industry appears to be driving a renewed interest as companies seek new
revenue opportunities by exploiting the near-universal interest in smart
innovation, particularly in urban environments. However, unless crucial
challenges are addressed, Frost & Sullivan believes that history may simply
repeat itself.
According to a survey conducted by Frost & Sullivan with more than 1,000
households across
the United States
and
Canada
in 2011, only 28 per cent of
homeowners are interested in Smart Home solutions. Further, respondents
indicate that they were unwilling to pay more than
USD30
a month for Smart
Home solutions. The results of the survey suggest that people today perceive
the Smart Home to have a negative price-value relationship.
"As the consumer communication environment has become more complex, it is
the complexity that is getting in the way of service consumption," says Frost &
Sullivan Vice President of ICT, Daniel Shepherd. "While more aggressive pricing
– and different pricing models – will help balance out the relationship with
perceived value, the creation of well-integrated bundles that address real
customer needs is at least as important."
The supplier market for Smart Home applications is extremely fragmented and
most players offer only partial solutions. Smart Home solutions require the
effective collaboration of multiple players, from communications service
providers, to infrastructure and information technology suppliers, to energy and
utilities companies, to building technology and physical security vendors, to
maintenance and other service companies, among others.
"This type of complex collaboration framework is challenging to develop due to
the inherent – and sometimes conflicting - interests of each company in the
mix, particularly around ownership of the customer and accountability for
service levels and quality," adds Mr. Shepherd. "When the pricing/affordability
challenge is added to the mix, it can become complex to make the business
case work."
In some mature markets, there are commercial offers for Smart Home
solutions already available.
Russia
is at an earlier stage of development. Daniel
Shepherd notes: "Reflecting on Frost & Sullivan international experience and
the characteristics of the Russian market, I believe that the potential for Smart
Homes is very exciting in
Russia
- in line with other 'smart' developments in the
country. Nevertheless, we see the same challenges as we see in other markets;
for example, ease of deployment and integration, establishing successful