RANGE REVIEW: SECURITY & SAFETY


believes this is why smart security should be an additional layer on top of traditional means. He explains: “As a lock manufacturer, we would never advocate a lack of quality of the lock itself – it’s an additional layer of security that goes over the top and gives you a monitoring benefit as well.”


Consumer awareness A


OnePoll study conducted on 1,000 UK adults in July this year by blinds specialist, Thomas Sanderson, reveals that over a third (35%) of UK adults aged 55+ have integrated smart technology within their homes while less than a fifth (18%) of those aged between 18-34 have chosen to adopt the technology where they live. According to the poll, 40% of Britons claim smart home technology


has improved


that actually saving money isn’t the top driver; the top driver is actually comfort. The reason people want a smart thermostat is because they can now finally control their heating the way they’ve always wanted to but not been able to; they just want to be able to control their heating better. I think this ties in really nicely with security because, obviously, smart security is not necessarily comfort but it is peace of mind.” “There’s always work to be done. If I think about what’s going to drive the next phase of growth, I


home will have more than 500 home devices by 2022, suggesting smart technology will dominate the security and appliances aspect of home living. However, for this to happen,


privacy matters may need to be addressed in order to put consumers at ease when using technology to secure their homes and or to store sensitive information.


think it’s more DIY friendly solutions because not everybody is happy with the idea of having a professional installer coming into


Supplier support Online retailer safe.co.uk believe smart technology can only adapt and in effect become smarter. Managing director Anthony Neary says: “Smart technology is becoming increasingly prominent


their


standard of living, while less than a 10th (8%) of those surveyed say it’s just another technology fad. The study shows that smart tech could be all about saving money, with 40% of those surveyed having acquired smart home technology to help them save money on energy. This statement was particularly popular among those in older age groups, with a third (32%) of Britons over the age of 55 owning a smart thermostat. Will Butler continues: “The conferences that I’ve been to so far this year have shown me that the narrative has changed and the new research that I’ve seen suggests


“Smart technology will become so advanced in the next couple of years that connected systems will soon be able to recognise faces, learn regular movements and adapt notifications to alert users of changes in normal acitivty”


their homes as it feels expensive to the consumer. So, the idea that you could actually do something yourself will open up the market.” It can be difficult to forecast if smart home technology is a trend that will have real longevity or whether it will be short lived and the demand for more traditional methods will be preferred overall. It has been predicted in a report by Gartner in 2014 that a typical family


in everyday life, with some innovations able to ‘learn’ habits and trends in user behaviour. “We predict that this will become so advanced in the next couple of years that connected systems will soon be able to recognise faces, learn regular movements and adapt notifications to alert users of changes in normal activity.” Simplicity of use is of upmost importance when marketing a


smart product, as the majority of homeowners want to open up the box and have the device work instantly without the need for complex setup instructions. Consumers may feel a little overwhelmed with smart technology, which means a new approach must be taken when marketing the product to make it digestible but just as impressive. Robert Dyas senior trader Andrew Georgiou says:


“Consumers want information that will help them understand the true benefits of smart home and how it can work for them, whether it’s securing their home, controlling the heating or having the ability to turn devices on or off from their smart device from anywhere in the world.”


“It’s about giving the customer peace of mind that they can have control over their home at their fingertips whilst seeing the benefits in their investment into the technology.” “There is no doubt that this is a growing market, with more products and homes becoming smarter, so it’s imperative that our customer is always at the forefront of all our decisions whether its launching a Smart product or brand and the support provided, such as rich content and product videos.” “This is a truly exciting market and I am looking forward to seeing where it will take us over the next few years.” The figures from the OnePoll survey show that some may still be sceptical about the technology, as 43% of those surveyed believe that smart technology is here to stay but won’t be commonplace for the foreseeable future.


Customer-focused strategy With modern day life showing a huge dependency on technology, it may come as no surprise – if the figures prove true – that smart technology is a pioneering development in home security. However, it seems, that in order for it to really become a success, suppliers must work with their retailers to implement a strategy that will be strongly consumer focused, so that smart technology becomes a key piece of security development that is easily digestible for a consumer, and not something to be brushed aside. The product will be difficult to sell if a customer fails to understand what it is or what it does and, with a growing trend for consumers favouring DIY methods, it appears that marketing strategy is key when breaking through with this fairly new, innovative market.


22 DIY WEEK 29 SEPTEMBER 2017 www.diyweek.net


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