Strategy in TECH...
AudioControl, a scrappy and innovative maker of electronics solutions for residential, commercial, and automotive applications, said today that it will show its commercial products at InfoComm 2018 taking place next week in Las Vegas, NV. Although the company has been involved in the commercial market for years, this is the first time they’ve displayed at InfoComm in a bid to further build their share of the commercial channel.
We have been closely following – first Gibson Guitar and then Gibson Brands – from their decision in 2012 to shoot for the stars by using OPM (other people’s money) to make highly leveraged…and highly questionable…acquisitions of various consumer electronics brands (a category in which the CEO and his team had no experience) to their recent 2018 bankruptcy. Gibson was trying to diversify their musical instrument business into something that now former CEO Henry Juszkiewicz called a music lifestyle brand. Instead, they wound up in bankruptcy.
Yesterday, a major manufacturer who is very influential in the industry announced it was launching a series of “Experience Centers” across the country to help promote its brand. Perhaps you think I’m referring to Control4, who did announce such a program yesterday in partnership with 140 integrators around the country. But no, I’m referring to Amazon.com, who has partnered with one of the largest home builders in this country – Lennar – to build Amazon Experience Centers all around the U.S.
Best Buy has launched a corporate rebranding that is both sweeping in style and represents a shocking reversal of course, undoing much of its original mission that was created when founder Dick Schulze, President Brad Anderson and crew launched an entirely new store concept known as “Concept II.” Concept II was a reinvention of their formerly more traditional superstore design to a new warehouse style discount store designed to deliver the “Best Buy” on all things tech. This new branding change is to such a significant degree that even Advertising Age Magazine (AdAge) devoted significant space to an analysis of it.
In a new analysis by eMarketer, we learn that Google has made significant inroads into the smart speaker market, causing Amazon’s Echo to begin to lose market share. So far, they remain the number one smart speaker, but projections show continued erosion, as consumers are embracing Google’s, as well as other’s, smart speaker options on the market.
CEDIA announced on Wednesday that it has launched mobile access to their CEDIA Online Community via a new app. This move allows members on the go to easily access community postings with a quick and easy-to-use app.
SnapAV announced today that it has partnered with lighting kingpin Lutron to offer a special version of their RA2 Select repeater, part of an entire RA2 Select system, that has been natively integrated into SnapAV’s OvrC remote management system. The agreement between the two of them is said to have been taken with the goal of “expanding the market for smart lighting control.”
Last week, I reached out to Emerald Expositions executive Brianna Morris who is one of the folks assigned to produce the new CEDIA Expo show, looking to discuss a couple of topics. The first, was to explore a couple of potential story ideas. The second was an easy and simple housekeeping question, or so I thought. But it was Morris’ response to that second simple question, that has caused me to recognize a red flag – and potentially an example of the possible downside to having an industry tradeshow owned and operated by an outside-the-industry, for-profit business.
As the music world media continues to trumpet the news of the potential impending collapse of Gibson Brands, noting large outstanding debts and the exit of the company’s CFO, Gibson CEO Henry Juszkiewicz launches a PR blitz to try and stem the collapse of the company’s reputation. It is a critical time for Juszkiewicz, as he is engaged in trying to refinance the company whose huge debt portfolio of over $500 million comes due in just a few short months. To try and stem the tide, Gibson released a couple of press releases last week claiming, in essence and improbably, that things are just fine.
Monster, Inc. (formerly Monster Cable) announced this week that it is launching its first ever television ad during the NBC broadcast of Super Bowl LII this Sunday, February 4. Usually the biggest TV event of the year, Super Bowl commands a king’s ransom in fees for advertisers, reportedly $5 million for a 30-second spot according to Sports Illustrated. Monsters ad? A full 60-second spot.
