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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 REPORTANALYZ
E
TAKE
ACTION
0
10
20
30
40
50
60
0
1000
2000
3000
4000
5000
6000
7000
Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2
2011 2011 2011 2011 2012 2012 2012 2012 2013 2013
MillionsofiPhones;BillionsofdollarsinRevenue
BuzzVolumeforiPhoneModels
Argus Insights Beat Wall Street Estimates for
Q2 2013 iPhone Sales
Copyright© 2013 Argus Insights, Inc.
Consensus
Morgan Stanley
Argus Insights
Estimate BasedApple’s Actual Q2
iPhone Unit Volume
• 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
-1
-0.8
-0.6
-0.4
-0.2
0
0.2
0.4
0.6
0.8
1
12/12/2013 1/1/2014 1/21/2014 2/10/2014 3/2/2014 3/22/2014 4/11/2014 5/1/2014 5/21/2014 6/10/2014
ConsumerDelight(-1to1)
Smartphone Competitive Landscape
Alcatel Apple Asus BlackBerry Samsung Casio HTC Huawei Kyocera LG
Motorola NEC Nokia Palm Pantech Sanyo Sharp Sony T-Mobile ZTE
-1
-0.8
-0.6
-0.4
-0.2
0
0.2
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1
12/12/2013 1/1/2014 1/21/2014 2/10/2014 3/2/2014 3/22/2014 4/11/2014 5/1/2014 5/21/2014 6/10/2014
ConsumerDelight(-1to1)
Home Automation Competitive Landscape
Belkin D-Link Dropcam Ecobee Insteon Iris Kwikset Mi Casa Verde Nest Nexia Philips Revolv Schlage SimpliSafe SmartThings
Page 6© 2014 Argus Insights, Inc. Confidential: Do Not Distribute
Lessons from Nest, Simplisafe, Dropcam and others
-1
-0.8
-0.6
-0.4
-0.2
0
0.2
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12/12/2013 1/1/2014 1/21/2014 2/10/2014 3/2/2014 3/22/2014 4/11/2014 5/1/2014 5/21/2014 6/10/2014
ConsumerDelight(-1to1)
Home Automation Competitive Landscape
Dropcam Insteon Iris Nest SimpliSafe
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?)
4/17/2014 4/24/2014 5/1/2014 5/8/2014 5/15/2014 5/22/2014 5/29/2014
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?

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Lessons from Home Automation Early Adopters, Why Dropcam is better than Nest and More

  • 1. Finding a Home within Home Automation… What we can learn from Early Adopters Dr. John Feland, CEO
  • 2. Page 2© 2014 Argus Insights, Inc. Confidential: Do Not Distribute (Really) Brief Intro to Argus Insights COLLECT REPORTANALYZ E TAKE ACTION 0 10 20 30 40 50 60 0 1000 2000 3000 4000 5000 6000 7000 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 2011 2011 2011 2011 2012 2012 2012 2012 2013 2013 MillionsofiPhones;BillionsofdollarsinRevenue BuzzVolumeforiPhoneModels Argus Insights Beat Wall Street Estimates for Q2 2013 iPhone Sales Copyright© 2013 Argus Insights, Inc. Consensus Morgan Stanley Argus Insights Estimate BasedApple’s Actual Q2 iPhone Unit Volume • Mobile Phones • Home Automation • Consumer Electronics • Wearables • Appliances, Large and Small • Consumer Services • CPG and more!
  • 3. Page 3© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Less surprises equals less buzz
  • 4. Page 4© 2014 Argus Insights, Inc. Confidential: Do Not Distribute iPhone 5C was the Worst Launch in Apple’s History
  • 5. Page 5© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Home Automation is still the Wild West for Consumers -1 -0.8 -0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8 1 12/12/2013 1/1/2014 1/21/2014 2/10/2014 3/2/2014 3/22/2014 4/11/2014 5/1/2014 5/21/2014 6/10/2014 ConsumerDelight(-1to1) Smartphone Competitive Landscape Alcatel Apple Asus BlackBerry Samsung Casio HTC Huawei Kyocera LG Motorola NEC Nokia Palm Pantech Sanyo Sharp Sony T-Mobile ZTE -1 -0.8 -0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8 1 12/12/2013 1/1/2014 1/21/2014 2/10/2014 3/2/2014 3/22/2014 4/11/2014 5/1/2014 5/21/2014 6/10/2014 ConsumerDelight(-1to1) Home Automation Competitive Landscape Belkin D-Link Dropcam Ecobee Insteon Iris Kwikset Mi Casa Verde Nest Nexia Philips Revolv Schlage SimpliSafe SmartThings
  • 6. Page 6© 2014 Argus Insights, Inc. Confidential: Do Not Distribute Lessons from Nest, Simplisafe, Dropcam and others -1 -0.8 -0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8 1 12/12/2013 1/1/2014 1/21/2014 2/10/2014 3/2/2014 3/22/2014 4/11/2014 5/1/2014 5/21/2014 6/10/2014 ConsumerDelight(-1to1) Home Automation Competitive Landscape Dropcam Insteon Iris Nest SimpliSafe 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
  • 7. 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!
  • 8. Page 8© 2014 Argus Insights, Inc. Confidential: Do Not Distribute What does this mean for telcos? Key Insights from Early Adopters
  • 9. Page 9© 2014 Argus Insights, Inc. Confidential: Do Not Distribute WWAD? (What Will Apple Do?) 4/17/2014 4/24/2014 5/1/2014 5/8/2014 5/15/2014 5/22/2014 5/29/2014 Social Mentions of Apple with respect to Home Automation
  • 10. 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?

Editor's Notes

  1. This slide details the usage scenarios reported by consumers reviewing recent Home Automation purchases. While climate control dominates, it is a source of concern for many consumers. Door locks, lighting controls are other common uses with consumers reporting the most satisfaction with lighting controls. What is surprising are the emerging uses for Home Automation, such as monitoring cats or elderly parents.