Tag Archives: Connected home

Smart Home survey Latam unveiled

CONTEXT recently expanded its smart-home survey coverage to Latam and Howard Davies, our CEO, presented the results at the recent GTDC conference in Miami.

This category is still in its infancy in Latam but, since things are now moving in the US and the UK, accelerated by the arrival of voice control with Amazon Echo and Google Home, we are keen to establish a baseline.

Here are some interesting findings from the survey:

  • Timescales given in response to the question, “When do you envisage you will have a smart home?” are shortest in Mexico. Brazil and Argentina are next, and Chile is some way behind.
  • It is open season on smart home for the channels – none has established themselves as the natural go-to place: in two countries (Brazil and Argentina) online retailing leads, in two others (Chile and Mexico) DIY is in front. Specialist technology retailers lag throughout Latam, which is surprising.
  • Awareness of voice control is high, in particular Apple Siri. This makes these countries fertile ground for the launch of Amazon Alexa and Google Home although, at the moment, people prefer to use smartphones to access smart home. We think this will change when they see the ease of access voice control provides.
  • Thermostats, lightbulbs, smart plugs, smart doorbells and locks, and smart cameras are the products people are most aware of. Lightbulbs and plugs are the entry products, the ones people are going to buy (intention to purchase > 4%). Smart doorbells and smart sound systems cross this threshold too.
  • Interestingly, leading reasons for purchase differ by country – security in Brazil and Chile, automation and making life easier in Mexico, lowering energy costs in Argentina. “Because it’s just cool,” scores very highly in Chile and Argentina – is this coming from tech lovers, early adopters, or just people for whom image is important?
  • Lack of understanding of benefits and lack of knowledge of products are key barriers, and this is unsurprising. But the strong vote for products that work together should be a call to action for the industry. The importance of integrated offerings is supported by the number of people who say that they don’t understand how the smart home concept fits together. The manufacturer or retailer who really communicates and delivers this will be in a strong position.
  • People are more concerned about the physical risks of owning a smart home product than the cyber risks. Product malfunction is the top risk in all countries.
  • The only country where retailers are doing a reasonable job of explaining smart home is Mexico.
  • There is a three horse race for the hub – Amazon Echo leads in Brazil, Google Home in Chile and Apple Homekit in Mexico. In Argentina, Amazon Echo and Google Home are neck and neck.

Smart Home in 2017 is going to be a battle of the giants! For more information, please click here!

by AS

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Filed under Connectivity, Smart Technology, Home automation, Smart Home

What is the state of Smart Home Retail in Central London?

Our Smart Home consumer survey in August showed that only 29% of UK respondents had seen smart home products in a retail store, compared to 39% in Germany, so I decided to see what I could find out about the state of smart home retail in London. “Where are your Homekit products?” I asked on arriving at the Apple store in Regent Street. “What is that?” answered the front of store welcomer. Trying another ecosystem, I went to Currys PC World in Tottenham Court Road “Can you show me where the SmartThings products are?” The welcomer did better– he pointed me to a stand full of smart and connected products. But it was not the SmartThings stand, about which he evidently knew nothing. I then went to John Lewis’s to their Oxford Street store to see the new ideal home area which they have recently refurbished at multi-million pound cost. There were approximately 3 square metres of Smart Home Products in the technology area and nothing was to be seen in the ideal home area which sits on two floors. Smart home is definitely not front of mind in London.

To say that is to ignore one retailer – Maplin in Tottenham Court Road. Here it is almost the opposite extreme as they have developed a full merchandising concept of “Connected Home” with around 50% of the space branded under this banner. This includes cameras, tablets, home automation as well as TV & home entertainment, computer cables, hard drives, smart lighting – the connected home is shown off in its broadest possible definition.

If bricks and mortar retailers don’t make more of an effort they risk becoming irrelevant, and this is a missed opportunity, as consumers are asking for more information about smart home products, and every indication is that sooner or later, this category is going to grow exponentially. In our August survey, 60% said they did not understand enough about smart home products. The other risk is that they leave the space for online retail. 56% of survey respondents had heard about smart home products online. Some of the most successful players in the market are pure play etailers – specialists such as Vesternet in the UK and Conrad in Germany, and generalists such as Amazon across Europe. The specialists are becoming very good at explaining to customers what they need, and how to build a smart home. With Dixons recent announcement that they are launching a ‘home gadgets’ emergency service, they are getting closer to the consumer needs on smart home, but we need more imaginative displays and merchandising in store, as well as knowledgeable trained staff, in order to build up this category.

by AS

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Filed under Home automation, Retail in CONTEXT, Smart Technology

Get Connected for the Smart Channels Summit, DISTREE EMEA, 26 February 2015

We have to win the hearts, the minds and budgets of consumers

Winning the hearts, the minds and budgets of consumers will be key for Retailers looking to succeed in Smart Channels. Currently only 5% of consumers know where to buy a Smart product, according to a study quoted by Hans Carpels at the CEO Retail breakfast in Las Vegas last month. Retailers will need to apply savvy strategies to capture consumers against a backdrop of a number of players looking to gain market share in a market increasingly targeted by home improvement companies, IT vendors, big-data driven insurance companies and smart home technologies.

The opportunities are huge: At the IFA last autumn, Jeremy Rifkin said that we are moving from a world of 13 billion sensors today to one that will use 100 trillion by 2030.

Hosted by CONTEXT, the Smart Channels Summit, held at DISTREE EMEA on 26 February,  will explore six themes to capture Wearables, Connected products and Internet of Things (IoT):

  • Educate the consumer: Stéphane Bohbot shares the role of LICK stores’ associates as coaches, helping consumers understand this new world of Smart possibilities
  • Make the ICT Retail channel attractiveJohn Olsen demonstrates EURONICS approach and Vincent Slevin will show ways that Samsung provides enhanced customer experience through its Retail solutions. After the recent launch of the first private-label 3D printer from Auchan, Flavien Dhellemmes asks if Retailers can go faster by investing in private label
  • Keep hold of your customers: with so many new forms of competition, a Smart hub solution like the Iris adopted by Lowe’s in the US, will be presented by Jean-Claude Kiessling from Qivicon (Deutsche Telekom)
  • Make service a differentiating factor: Join the discussion with three key Retail experts, and other panel speakers 
  • Pick winning products and categories: D-Link’s Smart portfolio from Luigi Salmoiraghi, and the collaborations he needs with Retailers to make Smart Homes a reality. Fred Brown, well-known to attendees of DISTREE conferences as the host of FRESH (an introduction to the latest, most innovative products), will share his expertise on identifying winning new technology products
  • Make it easy for consumers with a long-term and interoperable technology offering: expert guidance given by Benoit Van Den Bulcke, and we will hear about the AllSeen Alliance from EURONICS.

This rich panel of speakers has been brought together by CONTEXT as part of what we call #newretailthinking – the ability to find new models and new formats in the old world of ICT Retail. CONTEXT will provide insight into best practices from across the world, and will chair this summit. We look forward to connecting with you there!

Join us at the Smart Channels Summit DISTREE EMEA, Monaco on 26 February 2015.

Meet with fellow ICT Retail professionals to focus on how the Retail channel will evolve to deliver smart technologies, solutions and services to consumers.

The session, hosted by CONTEXT, is entitled: “Smart Channels: Retailing Connected Devices, Wearables and Internet of Things (IoT).”

To register your interest simply visit: http://www.contextworld.com/en/smart-channels-summit1 or contact me,  Adam Simon, Global Managing Director, Retail Business Development asimon@contextworld.com

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