Lessons from Home Automation Early Adopters, Why Dropcam is better than Nest and More
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Finding a Home within Home Automation… What we can learn from Early Adopters Dr. John Feland, CEO
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Presentation by Argus Insights CEO John Feland to the Telecom Council SPIF on the initial results of a Home Automation study looking at the key attributes of early adopters. This short talk teases consumer response to products such as Nest, Dropcam, Simplisafe, Philips Hue, and more as consumers weigh in on what works and what fails as they seek to make their homes and lives smarter. Extra credit goes to an early look at how the conversation around Apple's entry into the Internet of Things might go over at WWDC 2014. Most Home Automation consumers are using their iPhones to connect to their homegrown ecosystems, why shouldn't Apple belly up to the Home Automation bar! Plus you'll learn the surprise use for Dropcam and no nannies are involved!
Transcript of Lessons from Home Automation Early Adopters, Why Dropcam is better than Nest and More
Finding a Home within Home Automation…
What we can learn from Early Adopters
Dr. John Feland, CEO
Page 2© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
(Really) Brief Intro to Argus Insights
COLLECT REPORTANALYZE
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Argus Insights Beat Wall Street Estimates for Q2 2013 iPhone Sales
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Consensus Estimate
Morgan Stan-ley Estimate
Argus InsightsEstimate Based on So-cial Metrics
Apple’s Actual Q2 iPhone Unit Vol-ume
• Mobile Phones• Home Automation• Consumer Electronics• Wearables• Appliances, Large and Small• Consumer Services• CPG and more!
Page 3© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Less surprises equals less buzz
Page 4© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
iPhone 5C was the Worst Launch in Apple’s History
Page 5© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Home Automation is still the Wild West for Consumers
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Smartphone Competitive Landscape
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Home Automation Competitive Landscape
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Page 6© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Lessons from Nest, Simplisafe, Dropcam and others
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Home Automation Competitive Landscape
Dropcam Insteon Iris Nest SimpliSafe
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Nest Adoption is dropping since Google purchase
Lowe’s Iris is disappointing users across the board
Mature brand Insteon challenged moving from Dealers to Consumers
Simplisafe disaggregates service providers like ADT to the delight of consumers
Dropcam’s ease of use is pushing out other security camera vendors
Page 7© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Diversity of Home Automation segment leads to interesting emerging market opportunities
• Climate Control is the most discussed within the consumer reviews with frustrations with Nest and other thermostats leading to almost net negative sentiment
• Light Control is one of the most positive viewed uses within Home Automation• Many of the “home” security solutions are used to support small business under “Doing
Work”• Monitoring Cats (n=113) exceeds monitoring elderly or aging parents (n=12)
N=20118
% of HA Consumer Reviews Expressing Positive, Negative, or Neutral Views
Yes, Cats!
Page 8© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
What does this mean for telcos? Key Insights from Early Adopters
Page 9© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
WWAD? (What Will Apple Do?)
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Social Mentions of Apple with respect to Home Automation
Page 10© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Points for Discussion
• Where might there be services opportunities?
• How best to craft that trusted relationship with consumers?
• Build or Partner, best path to building and ecosystem?
