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Smart home has ‘no Killer App’

Smart Home World

Smart Home World

At Smart Home World, London

Delegates at Smart Home World received a sharp reality check this morning from Kevin Garton, CMO at Zonoff, who was reporting on the company’s pioneering connected home partnership with stationary retailer Staples (‘Staples Connect‘).

“The thing that we’ve learnt, and it’s probably the most important part of our experience, is that there is no ‘Killer App’ [regarding the smart home],” Garton informed the packed conference, having listed a number of significant factors he thought central to a successful consumer outreach, ranging from interoperability to the ‘cool factor’ (that is, the sense of achievement collected after a successful installation).

The process of successfully monetising connected home technology was a much steadier, slower one, he explained.

“Hopefully the customer will build a great solution for themselves but there’s no one thing, or even two or three things that is going to drive this overall market,” he went on. “It’s really taking one step at a time, introducing one idea, delivering one value proposition, one use case scenario and then enabling that customer and having a system they can build over time.”

Much more encouraging, however, was the news that customer uptake indeed picked up considerably following an initial purchase.

“I think one of the most notable things is that consumers initially their basket includes the Staples Connect Hub and one or two devices, so we know that they’re just dipping their toe in the water and just getting started. And then, over about a period of six months, they tend to add-on an average of eight devices to the system.”

Smart Home World continues today and tomorrow at the Royal Garden Hotel, London. Click here for more info. 

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