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101118.Agetek.Grandcare.Webinar.Understanding Cepro Channel11 18 10

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Julie Jacobson from CE Pro\'s presentation on 11-18-10 Weekly GrandCare Aging/Technology Webinar!

Great work Julie!

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101118.Agetek.Grandcare.Webinar.Understanding Cepro Channel11 18 10

  1. 1. © 2010 EH PUBLISHING Home Technology Integrators Understanding the Channel Julie Jacobson Editor, Co-Founder CE Pro/EH Publishing www.cepro.com www.ehxweb.com juliejacobson@comcast.net @juliejacobson
  2. 2. © 2010 EH PUBLISHING About Us • CE Pro www.cepro.com – Launched 1994 – 40,000 print subscribers – 700k pv per month CEPro.com – Audience: Low-voltage integrators • Custom Electronics specialists • Security dealers • Audio, video, other low-voltage installers • EH Publishing www.ehpub.com – CE Pro (trade) – Electronic House (consumer) – Commercial integrator – Electronic House Expo – Research – Plus: Robotics, Pro Sound, Logistics
  3. 3. © 2010 EH PUBLISHING Agenda • The people: Understanding the CE pro • The custom business: size, scope • Distribution: How CE pros buy product • CE pros and the Agetek market • Why/how to get involved with CE pros • Moving forward: CE pro and Agetek
  4. 4. © 2010 EH PUBLISHING What is a CE Pro? • Custom – Specifies, sells, installs, integrates and services • Electronics … specifically for the home – Home automation – Home theater – Distributed audio and video – Lighting control – Security – Energy management – Remote home monitoring & management – Home networks – Telecom • Professional – High touch – Long-term service contracts
  5. 5. © 2010 EH PUBLISHING What is a CE Pro? AKA… • Custom Electronics Professional (CE Pro) • Home Systems Integrator • CEDIA Dealer • Home Automation Professional • Electronic Systems Contractor (ESC) • Custom Installer • A/V Specialist • Low-Voltage Guy • Home Technology Integrator • D/I (Dealer/Installer) • CI (Custom Installer)
  6. 6. © 2010 EH PUBLISHING CE Pro Purchasing Power # of firms $ value of product purchased "Market Size" billed value of installations 2005 13,500 $4.8 billion $12 billion 2006 14,637 $5.3 billion $13.5 billion 2008 13,173 $6.3 billion $15.7 billion 2009 12,119 $5.5 billion $13.7 billion Source: © EH Publishing 2010 Custom Electronics Installation Business Survey (CEIB) www.cedataonline.com
  7. 7. © 2010 EH PUBLISHING Company Revenues 2010e Revenues 2010e % Integrators < $250k 30% $250k - $500k 18% $500k - $1M 15% $1M - $2.5M 20% $2.5M - $5M 10% $5M - $10M 4% > $10M 3% MEDIAN $567,000 AVERAGE $1,602,500 Source: © EH Publishing CEIB 2010
  8. 8. © 2010 EH PUBLISHING Typical Job Size & Volume 2010e 2011e MEDIAN 25 35 AVERAGE 95 114 2010e 2011e MEDIAN $15,000 $17,500 AVERAGE $26,676 $34,631 Revenue Per Installation Number of Installations Source: © EH Publishing CEIB 2010
  9. 9. © 2010 EH PUBLISHING Reach Dedicated CE pros touch more than 1.3 million homes per year --- Larger community touches 5 million+ --- Very long term relationships Customers for life Source: © EH Publishing CEIB 2010
  10. 10. © 2010 EH PUBLISHING Business Sectors • High-end integrators [2,000- 3,000 dealers] – Low-volume, high-cost installations – 5-20 homes/year – $50,000+ installations – Install : highly integrated, all subsystems, extensive home theaters • Mainstream integrators [8,000 – 12,000 dealers] – 40-200 homes/year – $8k - $40k installations – Install: “mass customization”, all subsystems; modest theaters • High-volume integrators [2,000 – 3,000 dealers] – 300 – 1,000+ homes/year – $2k - $10k installations – Install: infrastructure wiring, security, distributed audio, lighting control, energy management, surround sound systems Shift expected due to ADT, others entering home control business Source: © EH Publishing
  11. 11. © 2010 EH PUBLISHING Business Sectors • Home theater specialists [1,000 – 2,000 dealers] – 5 – 25 homes/year – $10k - $1,00,000+ – Install types: Mostly single-room theaters, from fairly modest to ultra-high end • High-volume specialists [50,000-75,000 dealers] – Single area of expertise but other low-voltage attachments – Security dealers – Electrical Contractors – AV Retail – IT Source: © EH Publishing
  12. 12. © 2010 EH PUBLISHING What CE Pros Install Source: CE Pro Reader Survey, 2006 34% 46% 70% 44% 61% 51% 58% 74% 74% 75% 27% 46% 46% 72% 76% 65% 71% 77% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Central Vacuum Systems HVAC Controls Home Automation Systems Burglar & Fire Alarms CCTV Computers and Monitors Telephone Systems Netw ork Hubs/Routers Wireless Netw orking Structured Wiring Systems In-House Gaming Systems Home Theater Furniture/Seating Satellite TV Systems Home Theater Receivers Flat Panel Displays Audio Hard Drives/Media Servers Distribution Amplifiers In-Wall, In-Ceiling Speakers % of Dealers That Install Audio Video/Theater Networks, Telecom, IT Security Controls
  13. 13. © 2010 EH PUBLISHING How they Buy Percentage of Products Bought Through: – Direct from Manufacturers 47% – Distributors 42% – Electronics/Appliance Retailers 6% – Building/Home Supply Retailers 6% Source: © EH Publishing
  14. 14. © 2010 EH PUBLISHING Wholesale Channels • National Distributors – Multi-location – Single location • Regional Distributors • Regional Distributor Groups • Rep Distributors • Buying Groups
  15. 15. © 2010 EH PUBLISHING CE Pro Growth Markets In which of the following areas will your company likely see growth in the next 12 months? Source: © EH Publishing CEIB 2010
  16. 16. © 2010 EH PUBLISHING CE Pros & Aging in Place • Electronic House Expo – 4 years with ‘Home Health Technology’ Pavilion – First educational track for home health – 2010 [SRO] • CE Pro magazine – Enhanced coverage • Wildly popular Webinars
  17. 17. © 2010 EH PUBLISHING Why CE Pros Embrace AIP Mkt • “Customers for life” are aging • Demographics are there • Resolve from government, insurance co’s • New outlets for their existing skillset – Customer base – Service infrastructure – Core tech competencies: automation, lighting, security, communications, audio, video … • CE Pro & EHX are relentless
  18. 18. © 2010 EH PUBLISHING What CE Pros Do Know • Demographics • Government, insurance companies investing in independent living • PERS • Grandcare • Closeby Networks (Control4) • That guy that Julie always writes about (Jason Ray, SimplyHome) • EHX is doing home health technology • We gotta be in this space
  19. 19. © 2010 EH PUBLISHING What CE Pros Need to Learn • Who are the decision makers? • Who pays? – Government, insurance reimbursement • Vertical markets • Which trade shows to attend • Best organizations to join • Product choices and opportunities • Liabilities
  20. 20. © 2010 EH PUBLISHING Beyond Whole-House Care • Lighting for the elderly • Single-purpose devices – PC-free email – senior-friendly computers – Communications/videocon • Music
  21. 21. © 2010 EH PUBLISHING Who are the Players & Payers • Consumers themselves • Caretakers – family • Caretakers – professionals – Visiting Angels, Comfort Keepers, Family Caregiver Alliance, Geriatric Care Managers • Homeowners’ Associations (HOA) • MDUs & other master-planned communities (55+ active adult) • Physician Practices – Family medicine, psychiatriasts, gerontoligists • Rehabilitation • Senior Housing – Assisted living facilities, nursing homes, continuing care retirement communities (CCRC) • NAHB CAPS professionals
  22. 22. © 2010 EH PUBLISHING Why CE Pros are Good for AIP Vendors • Touch 1.3 - 5 million+ homes/year • CE Pros spec the products (or highly influential) • Technical competency in key categories • Reduce tech support burden on vendors • High touch, customers for life • Ensures optimal consumer experience, from install to training the customer • Access to and influence with homebuilders, developers, architects, interior designers, others • Excellent feedback for product development
  23. 23. © 2010 EH PUBLISHING Advice to AgeTek Vendors • Recurring Revenue?! • Training • Dealer programs • Explore distribution • Industry trade shows & associations • Form factors: Think equipment rack & entertainment centers
  24. 24. © 2010 EH PUBLISHING 2011 Trade Shows & Events • CES (CE retailers) – Jan. 6-9, Las Vegas – Silvers Summit & Expo – www.cesweb.org • Electronic House Expo (CE integrators) – March 17-19, Orlando, Fla – Seniors Pavilion and AIP curriculum – www.ehxweb.com • CEDIA Expo (CE integrators) – Sept. 7-10, Indianapolis – www.cedia.net/expo • ISC West (security) – April 5-7, Las Vegas – www.iscwest.com
  25. 25. © 2010 EH PUBLISHING Thank You Julie Jacobson Editor, Co-Founder CE Pro/EH Publishing www.cepro.com www.ehxweb.com juliejacobson@comcast.net @juliejacobson

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