impacted by the shortage in components, which has hit the entire industry. We also faced signifi cant travel challenges, with our engineers not being able to come to the UK during the COVID-19 peak, so this aff ected our product development cycle. Our manufacturing division has worked
extremely hard to ensure supply of our smart TV recorders and streaming devices, including AURA – our fl agship Freeview Play model – over the last 12 months. We’re pleased to say that AURA is performing extremely well. We defi nitely saw an upturn in demand for PVRs and set-top boxes throughout the pandemic as people were spending more time at home, and this has continued.
SK: Can you tell us about the current Humax range and any new developments or launches coming soon? JS: Humax has been making smart technology products for more than 30 years, and we are a leader in the set-top box and PVR category. As mentioned, our fl agship product is Humax AURA, the fi rst 4K Freeview Play Recorder powered by Android TV – and winner of the 2021 IER Award for Smart Home Technology. AURA is a next generation PVR, and has
redefi ned the concept of the set-top box to become a central hub at the heart of entertainment, both inside and outside the home. It combines the largest number of streaming services on one box (including Amazon Prime Video, Apple TV, BT Sport, Disney+, Spotify, NOW via Chromecast, and many more) with live TV and on demand players such as BBC iPlayer, ITV Hub, All 4 and My5. As it is fully integrated with Google, users can
personalise their accounts and access a multitude of content through the Google Play Store, including thousands of games and apps. Its connectivity with Google Assistant also means owners can operate their box and TV using voice control – plus it seamlessly integrates with other smart home technology such as lighting, heating, speakers, security systems, and so on.
The dedicated app enables you download and watch content on your mobile device to consume on the move. In addition to our PVR range, we are
researching a number of new avenues for the Humax brand currently. Smart technology will always feature heavily across our portfolio. As you know, our global business manufactures a huge variety of technology products and services from smart vehicle mobility to networking solutions, and video and broadband gateways. We expect to see some of these solutions coming to the UK, particularly in the fi eld of mobility and vehicle connectivity. We’ll be announcing more about these innovations next year. We also plan to launch a new range of smart plugs and other devices that integrate with the smart home environment. Watch this space!
SK: This all sounds exciting, and we look forward to hearing more on these new smart solutions in the near future. What would you consider the biggest opportunity for retailers now, in the present?
JS: We cannot emphasise enough the importance of being able to demonstrate the advantages of the smart home, whether those are driven by the desire for the latest technology, or the opportunity to live a more effi cient, cost-eff ective or eco-friendly lifestyle. Almost everything in the home can be automated now, and it’s only a matter of time before every room in the house is connected. The demand is there, so we recommend embracing the smart home concept right now. As always, independents are in the
perfect position to become the expert go-to destination for consumers, and in a unique place to provide a full 360-degree service, including pre-sales advice, technical expertise, installation options, as well as comprehensive after-sales support.
SK: Christmas is just around the corner, so what advice would you give to retailers to ensure they fully benefi t from the festive period? JS: It’s been a hard couple of years, and industry component and stock shortages are certainly not helping with the recovery of the high street. However, we’d recommend that retailers get in touch with manufacturers now to make sure that they can secure the stock they need and be prepared to fulfi l those Christmas orders. As mentioned before, independent retailers
are best placed to off er expert hands-on demonstrations, and with their knowledge of the industry, make informed recommendations to their customers for alternative product choices, should specifi c items become unavailable. From a Humax perspective, our new telesales executive Shobaz will be ready to respond by phone, email or Zoom, and is happy to answer any questions regarding product specs, marketing assets, training or ordering support. He’s available from Monday to Friday on 0208 326 6009 or
smalik@humaxdigital.com.
November 2021
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