Transcript IHA-RC Overview/Winter 2007

CABA Vision
“The knowledge-based forum for
industry leaders who advance the
use of technology and integrated
systems in the global home and
building industry.”
CABA Board of Directors
1. Martin Cullum – Bell Canada – Chairman
2. Leo DelZotto – Tridel Corporation – Vice-Chair
3. Roy Kolasa – Honeywell International – Vice-Chair
4. Robert Becker - Leviton Manufacturing Co., Inc.
5. Jonathan Cluts - Microsoft Corporation
6. Jeff Cove - Panasonic Corporation of North America
7. Jonathan Cowper - AT&T
8. Dennis (DJ) Crane - Invensys Controls
9. Carin Falconer - CompUSA, Inc.
10. Trevor Foster - Trammell Crow Company
CABA Board of Directors
11. Pete Griffin – RadioShack
12. Robert Huggard - Direct Energy
13. Richard LeBlanc - Siemens Building Technologies, Inc.
14. Steve Nguyen - Echelon Corporation
15. Carol Priefert, Whirlpool Corporation
16. Gene Shedivy – Trane
17. Andrew Stroede - Panduit Corp.
18. Wolfgang Wagener - Cisco Systems, Inc.
19. Ron Wilson - Vantage/Legrand
20. Ron Zimmer, Continental Automated Buildings Association (CABA)
CABA Focus
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CABA’s Research Council
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IHA Originally founded as a non-profit in 2000
Comprised of most influential companies in North America
Recognized as the ‘go-to’ organization
IHA was integrated into CABA on July 1, 2006
The Continental Automated Buildings Association (CABA) was formed in 1988
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As a market accelerating research arm for CABA, through large-scale pilots
and smaller, faster projects that address pressing needs, the IHA-RC provides
a way for members across industries to work together to develop and test new,
innovative home and commercial solutions under real-world conditions,
executed by its members.
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The resulting quantitative or qualitative research reports, white papers and
executive summaries are made available to Research Council members and at
times, the industry at large to support internal business decisions and plans.
Membership
Full Advisory Board Members:
Affiliate Members:
How We Organize
Ecosystems Approach
Career
Entertainment
Family
Help me with my career!
Entertain me!
Help me take care of my family!
• Audio
• Health
• Productivity
• Video
• Household Chores
• Work Skills
• Audio / Video
• Home Systems
• Communications /
Scheduling
• Gaming
• Communications /
Scheduling
• Commuting
& Fitness
Recently Completed Projects
Laundry Time: Designed and built the Laundry Time system, which connects a washer
and dryer to a home network and delivers messages about the status of the laundry and
washer/dryer to home PCs, TVs, and cell phones. After quality and safety testing, the
system was approved for installation, and the Internet Home Alliance commissioned
Zanthus to conduct a consumer trial of Laundry Time. Objectives of the Laundry Time inhome pilot study were to gauge consumer reaction to the Laundry Time messaging
system and its functionality; obtain feedback on the interfaces (phone, PC, TV screen)
and system usability aspects; and understand their impressions of the laundry messages
that were delivered.
• Whirlpool, Hewlett Packard, Microsoft, Panasonic and Procter & Gamble
• Project Completed Fall/06.
Microbusiness & Small Business Managed Services Needs Assessment
Study: to gain intelligence that enables members to offer/utilize informed research on
the total business communication solutions desired by SMBs (1-100 employees).
• AT&T, Cisco, Costco Wholesale, HP, SupportSoft and Level Platforms
• Final report delivered in early February/07
Current Projects in Process
IPTV2 Interactive: to learn about potential business models for using
advanced television programming; explore new advertising potential
and interactive capabilities and new message delivery; and create
adjunct experiences to live and recorded programming and interactive
capabilities.
• AT&T, Cisco, Disney, Campbell Ewald, Digitas & Tandberg TV
• Conduct research late February/07
• Final report in late March/07
Senior Housing:
to identify digital home solutions for the 50 + market to
enhance their lives and encourage them to live more independently.
• Whirlpool, AT&T, Echelon, Microsoft, Masco, NAHB
• Conduct research late February/07
• Final report April/07
Current Projects in Process
Digital Family/Entertainment Kitchen:
to educate
the kitchen and bath industry on digital / entertainment
consumer usage in the kitchen; and provide an updated
view of electronics, appliances and entertainment in the
kitchen as it relates to the home.
• Whirlpool, Cisco, Microsoft , Direct Energy,
Intel, Bell Canada, HP, NAHB, NKBA,
HomeCrest
• Research Completed March/07
• Build interactive display for NKBA show,
May/07
Current Projects in Development
Subsidized Media / Location Based Advertising
Phase 2: to investigate the most promising concepts that emerged from
the first study, likely involving subsidized content delivered via cell phone
and/or vehicle-based systems such as GPS.
• AT&T, GM/OnStar, Cisco, Disney
• Proposed launch in mid to late February/07
State of the Connected Home Market 2007: a
collaborative effort between IHA-RC and Information Storage Industry Center
(ISIC) at the University of California, San Diego, seeks to generate findings on
the state of the market for the three connected home ecosystems of interest
(family, career and entertainment); and to provide consumer insights designed
to facilitate the generation of new product/service concepts. This program will
provide a general understanding of each ecosystem, including emerging
trends.
IPTV – Consumer Perspective
Digital TV Demand Study, Jan. 2006 : IPTV Overview
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Worldwide Subscribers
2006: 8.0 million
2010: 50.7 million
(Multimedia Research Group)
• Biggest deployment: Europe
• Next biggest: Asia
• Trailing: U.S. 2006: 350,000 subscribers
(Infonetics Research)
Goal for Consumers - IPTV
TV Channel Package Preferences
(Top-2-Box; Very Desirable)
Á la carte channel
selection
Better TV
programming
choices for less
money
53%
Flat rate
channel selection
48%
Base TV channel
package, plus á
la carte
• A la carte or flat rate
channel selection is
desired
45%
Tiered
channel selection
14%
0%
20%
40%
60%
80%
100%
Goal for Consumers
HD channels
56%
Search program
guide
Desirability of
Video-Related Functionality
(Top-2-Box; Very Desirable)
48%
Parental Controls
35%
Video
customization
The most desired
aspect of IPTV is
HD channels,
followed by
search-engine-like
program guide.
30%
Program guide
thumbnails
27%
Program advisor
21%
Multiple Picture-inPicture
21%
0%
20%
40%
60%
80%
100%
Profile of Likely Adopters - IPTV
• College-educated men age 35 and older
• Dual-income households with annual incomes
of $75K or more
•More likely than non-adopters to...
• Use an Internet-based phone service
• Subscribe to a premium satellite TV service
• Have access to PPV programming
• Own an HDTV
• Own a standalone DVR
Home Networking Study
This research was conducted during Spring 2006, in two phases:
Phase 1 –Channel Interviews
• Installers/integrators.
• Tech home builders.
• PC service providers.
• Other sellers of network systems,
components and services.
Phase 2 –Consumer Focus Groups
• Decision-makers from multi-PC
broadband households.
• DIY network owners.
• Advanced network owners.
• Integrator “intenders.”
Home Networking Study
Conclusions & Recommendations
Consumers don’t think of networks as “networks,” but rather, as devices
that happen to link to the Internet or each other.
HDTV and digital audio are the most desired future applications. Interest in
home energy management is growing.
Users want “experts” to help with decision-making and installation.
They also want (but rarely get) personalized help with learning how to use
their systems once they are installed.
Customized, intuitive user interfaces help users get the most from their
systems.
Consumers are willing to tolerate security risks and relatively slow wireless
speeds for the convenience of access to the Internet and to digital
entertainment.
Home Networking Study
Conclusions & Recommendations
 Educate consumers about home networking benefits while addressing
concerns about price.
 Avoid term ‘network,’ focus on solutions instead.
 Offer service and support for installation and maintenance.
 Collaborate with customer, cable and Internet service providers to
minimize installation issues.
 Offer solutions with intuitive, customizable user interfaces, and train
customers in their use.
 Offer modular systems that allow easy add-ons as interest and budget
allow.
Digital Youth Study
Youth Influence on Technology Buys
Laptop computer
DVR Subscription
Broadband Internet
HDTV TV
Color laser printer
Desktop computer
External hard drive
Standard color inkjet printer
All-in-one inkjet printer
0%
No influence (1)
Some influence (2-5)
20%
40%
60%
Great influence (6-7)
80%
100%
Child made purchase
by themselves (8)
QK. How much of the decision to purchase these products was influenced by children aged 8-18 in the family? (Base=both survey respondents and non-respondents who own the item)
Broadband Internet
Frequency of Broadband Use by Family Members
30%
50% C
80%
B
67%
18%
85% CD
33% D E
31% CE
19% D
16% E
16%
10%
8%
2%
9%
7% A
Mother
(A)
Father
(B)
Parents
2%
11%
4%
Most days
Several times per week
Once per week to once per month
Rarely/never
Age 8-10 Age 11-14 Age 15-18
(C)
(D)
(E)
Children
Q39. How often is the item used by these family members? Letters denote statistically significant differences among segments.
Youth Technology Interests
Recent Video Related Activities
Done in Past 12 Months
Purchased a DVD
41%
35%
On TV, watched a free Video
0%
on Demand program/movie
From the Web, downloaded
or streamed a free video
On TV, purchased a Video
on Demand program/movie
(not free)
From the Web, purchased
a video and downloaded it
0%
64%
18%
65%
20%
15%
30%
27%
Parent did it for child
62%
10%
10%
20%
Child did it
58%
Has not done
81%
40%
Q45. In the past 12 months, has a child in the household aged 8-18 done any of these? (n=805)
60%
80%
100%
Conclusions
Trends in Families with Kids
• Address Mom the decisionmaker for kid-specific items –
iPod, cell phone
• Address Mom for standard
technology equipment:
desktops, printers, broadband
• Focus efforts towards Dad who
chooses the latest technology
items – laptop, Media Center PC,
External hard drive, DVR
• PCs proliferating with eachperson PC ownership.
• Laptop ownership growing by
household. They belong to
parents though (Dad).
• Plan for broadband and PC
stations in bedrooms.
Conclusions
Trends in Families with Kids
• Plan for digital music downloading, watching video on
the Web, downloading games.
• Continued high interest in console/handheld games
(especially boys).
• Cell phones everywhere, carried by youth 11-up – and
maybe younger.
Microbusiness & Small Business Managed Services
Needs Assessment Study: Change Initiatives
Change Initiatives of Interest
Multiple Response
Total
Microbusiness Sm all Business
(1-10 Em p)
(11-100 Em p.)
A
B
46%
44%
Desktops and laptops
44%
Web hosting
22%
31%
20%
WiFi netw orking
17%
18%
17%
VoIP
14%
3%
17% A
Local phone service
14%
13%
14%
Long distance phone service
14%
10%
14%
Internet service
13%
13%
13%
Computer netw orking/servers
12%
15%
12%
Netw ork security
12%
5%
13%
Mobile phone service
12%
5%
13%
Printers
10%
5%
11%
Accounting system
9%
3%
11%
Copiers
9%
5%
10%
Data backup
Mobile data (email, Web access,
company netw ork access, etc.
CRM (Customer Relationship
Management) system
VPN
HR system
Other
Base
7%
10%
6%
6%
8%
6%
6%
5%
6%
4%
3%
2%
n=123
5%
0%
0%
n=39
4%
4%
2%
n=84
The product mentioned most often
as part of a potential change
initiative is the PC. This category is
followed in popularity by Web
hosting, WiFi networking, VoIP and
local & long distance telephone
service.
• Small businesses are more likely than
their microbusiness counterparts to
express an interest in a VoIP-related
change initiative.
Q43. Regardless of current initiatives at your company, which of these is your company most interested in implementing, restructuring, or upgrading?
Letters denote statistically significant differences among segments
Change Initiatives
Preferred Approaches to
Change Initiatives
Desktops and Laptops
Installation/ implementation
Daily management/ maintenance
Repairs
Upgrades
None
Printers
Installation/ implementation
Daily management/ maintenance
Repairs
Upgrades
None
Copiers
Installation/ implementation
Daily management/ maintenance
Repairs
Upgrades
None
Com puter Netw orking/Servers
Installation/ implementation
Daily management/ maintenance
Repairs
Upgrades
None
WiFi Netw orking
Installation/ implementation
Daily management/ maintenance
Repairs
Upgrades
None
Netw ork Security
Installation/ implementation
Daily management/ maintenance
Repairs
Upgrades
None
Total
Using Internal Using External
Resources
Resources
n=55
34%
33%
30%
11%
0%
18%
30%
22%
5%
16%
n=11*
35%
55%
41%
10%
10%
15%
15%
10%
0%
10%
n=10*
34%
44%
5%
11%
11%
0%
45%
45%
5%
0%
n=16*
16%
23%
41%
8%
0%
23%
43%
35%
0%
11%
n=21*
32%
40%
42%
14%
0%
20%
18%
12%
8%
14%
n=13*
17%
25%
46%
29%
4%
8%
25%
34%
8%
4%
Preferred Approaches to
Change Initiatives (cont.)
Local Phone Service
Installation/ implementation
Daily management/ maintenance
Repairs
Upgrades
None
Long Distance Phone Service
Installation/ implementation
Daily management/ maintenance
Repairs
Upgrades
None
Mobile Phone Service
Installation/ implementation
Daily management/ maintenance
Repairs
Upgrades
None
VOIP
Installation/ implementation
Daily management/ maintenance
Repairs
Upgrades
None
Mobile Data
Installation/ implementation
Daily management/ maintenance
Repairs
Upgrades
None
Internet Service
Installation/ implementation
Daily management/ maintenance
Upgrades
None
Total
Using Internal Using External
Resources
Resources
n=17*
21%
27%
14%
14%
14%
10%
17%
24%
33%
24%
n=16*
21%
35%
36%
29%
7%
7%
15%
15%
21%
15%
n=13*
24%
21%
25%
17%
0%
17%
25%
37%
25%
8%
n=15*
35%
58%
31%
28%
14%
7%
7%
7%
14%
0%
n=8*
23%
30%
32%
7%
0%
16%
39%
32%
7%
16%
n=16*
26%
45%
26%
14%
23%
34%
25%
8%
Most potential
change
initiatives
involve the
installation or
set-up of IT or
telco products;
generally, target
companies are
split on the
merits of internal
vs. external
services.
Change Initiatives
The top-ranked vendors tend to be original equipment manufacturers (OEMs) or alternately, primary service providers (in the case of telco). Target
companies mentioned Dell most often, followed by HP, Verizon, Best Buy/Geek Squad and Staples.
Top-Ranked Vendors
(Mulitple Response)
Total
(n=561)
Microbusiness Sm all Business
(1-10 Em p)
(11-100 Em p.)
(n=289)
(n=272)
Dell
31%
A
25%
B
33% A
Hew lett-Packard
12%
8%
13% A
Verizon
10%
10%
10%
Best Buy/Geek Squad
8%
10%
8%
Staples
7%
10% B
6%
AT&T
5%
4%
6%
Office Depot
5%
7%
4%
Apple Store/Apple Computer
4%
6%
3%
Bell South
3%
3%
4%
Office Max
3%
6% B
2%
Gatew ay
2%
2%
3%
Circuit City
2%
3%
1%
Local Company
2%
1%
3%
Microsoft
Cingular
Costco
Vonage
Cox Communications
IBM
CompUSA
SBC
Microcenter
Alltel
Other
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
60%
2%
2%
2%
1%
1%
1%
2%
1%
1%
1%
54%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
62%
Q46. When you think about these vendors, which ones provide the best service experience?
Letters denote statistically significant differences among segments
Conclusions & Recommendations
Target small businesses—organizations with ten to 100 employees. For a variety of reasons, small businesses represent a better
target market than microbusinesses. Compared to microbusinesses, small businesses tend to have a larger geographic reach, higher
revenues and are more likely to own the requisite IT or telco products. Perhaps most importantly, small businesses spend twice or three
times as much as microbusinesses on products of interest and accordingly, are more likely to outsource maintenance and/or repair
services.
Promote key managed services. The five most popular managed services consist of Web hosting; email/messaging services; servers,
routers and LAN installation and maintenance; data backup and other, related services; security services; and storage services. These
services are typically beyond the ability of small businesses to manage given that many have few, if any, dedicated IT/telco support
personnel.
Establish a local presence and/or partner with an OEM. In the main, target customers prefer to work with local specialty service
providers, or alternately, with manufacturer’s directly. Speculatively, these preferences are likely due, in part, to the fact managed
services are a nascent market and target customers consider these two outsourcing alternatives the most reliable options. Small
businesses are generally risk-averse. This orientation means they tend to gravitate to known quantities, especially in the case of
emerging markets. Strong customer service, that is, prompt service combined with demonstrable technical expertise, is of paramount
importance to small businesses.
Offer compelling annual contracts. Small businesses have a distinct interest in annual contacts provided there are clear, substantial
cost-savings compared to a pay-as-you-go arrangement.
State of the Connected Home
Entertainment: Media Interests at Home
Media Entertainment at Home
% Very Interested
2006 Brings:
(Total Online HHs n=618)
67%
Internet access
Movies
HDTV prices drop
and sales are up
52%
TV programming
Nielsen: Anytime
Anywhere Media
Measurement
46%
Recorded Music
38%
Personal photo
(view on computer
or TV)
Google Buys
YouTube
35%
Comcast to sell
movie downloads to
PC/TV/Portable.
33%
Home video/movies
0%
20%
40%
DVRs in 25% of
homes
60%
Q42; Letters denote statistically significant differences among markets.
80%
100%
State of the Connected Home
Entertainment: Media Interests “On The Go”
Media Entertainment On-the-Go
% Very Interested
2006 Brings:
(TOTAL Online HHs; n=618)
Recorded music
Slingbox AV & Pro
22%
Slingbox DS?
Internet access
19%
Audible.com
Radio music
programming
18%
Music Phones
16%
Movies
You-Name-It Phones
TV
programming
11%
Video iPod
Audio books
10%
Zune
0%
20%
40%
60%
Q44; Letters denote statistically significant differences among markets.
80%
100%
State of the Connected Home
Family: Interest in Home Automation
2006 Brings:
Home Automation
% Very Interested
Home energy
consumption
Heat/ventilation/
air conditioning
Home energy prices
jump
21%
42%
5%
18%
Rising concern about
effect of energy
consumption on
environment
37%
3%
15%
32%
Outdoor Lighting
3%
15%
32%
Indoor Lighting
2%
0%
20%
40%
60%
80%
Total Online HHs (n=612)
Primary Market Consumers (n=318)
Mass Market Consumers (n=294)
QY41
100%
Advances in control
technology
(centralized, Web,
wireless, voice)
Sampling of Past Projects & Pilots
•American Digital Dream
•Asset Management
•Digital Entertainment Migration
•Digital Entertainment Needs
Assessment (home & in-vehicle)
•Digital Youth
•Energy Management
•Future of Collaborative Work
•Health & Fitness Needs Assessment
•Health and Wellness Portal
•Home Automation Hub
•Home Network in a Box
•Home Networking Barriers & Opps.
•Home Structured Wiring
•Internet-Enabled Education
•IPTV Phase I
•Laundry Time Needs Assessment
•Laundry Time Pilot
•Mealtime
•Mobile Worker Needs Assessment
•Mobile Worker
•Online Family Calendar
•OnStar at Home
•Personal Media Storage
•Safe, Secure and Comfortable
•Subsidized Media and Location
Based Advertising Phase I
•TV Advisor
•Video Experience POC
Your Information Source for
Home & Building Automation
1173 Cyrville Road, Suite 210
Ottawa, ON K1J 7S6
613.686.1814
888.798.CABA (2222) 613.744.7833
[email protected]
www.caba.org
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