More Builders Are Putting More Home-Tech Features into More Projects, Driving a Need for Better Control Systems. AMX’s Rashid Skaf Discusses What Manufacturers Are Doing about It.
As one of the leaders in the home control category, Richardson, Texas-based AMX has been at the cutting edge of home electronics for a number of years. Over the past year the company has been aggressively trying to gain increased market share. TecHome Builder senior editor Robert Archer recently sat down with AMX executive vice president Rashid Skaf to discuss the state of home control and AMX’s immediate plans to work with new-home builders.
THB: As a manufacturer, how can AMX and its dealer base ensure value from a control system?
SKAF: This is the future of the homebuilder market. A “smart home” is becoming more and more of a necessity versus an accessory. Regardless of size, as technology is incorporated into homes, there will be a greater need to make that technology interoperate and integrate in a more seamless manner.
Being able to do this in a repeatable fashion is how AMX and its dealers can provide value to the builder.
THB: AMX is now actively seeking to strengthen its presence in the new-home market. Why is the company looking to expand into this area?
SKAF: We see great growth in this area. In a 7,000-square-foot or above home, we are a necessity today and already have a good presence. For the future, we see tremendous growth in all sizes of homes. We will not be able to satisfy the market requirements in all of these homes because of price points and features, but our goal is to get into a larger market segment, which comprises the 4,000-square-foot and above type of homes.
THB: With AMX being at the very high end of the home-systems business, what can it bring to the new-home building community?
SKAF: We offer stability, reliability, quality and availability. AMX is able to ensure builders that their systems will be the central nervous system of the home and that their reputation will remain intact because they’ve installed world-class systems into their buildings.
THB: Will AMX provide anything new that specifically targets the builder market?
SKAF: There will be both programs and products that are particularly targeted at the builder market. For example, DesignXpress from AMX is a software product we know will work every time. It is a tool being used by the custom install market, but is really ideal for the builder market, as it not only creates the touchpanel pages and writes the code for you, it also provides the wiring instructions to put everything together in a simple way.
THB: In order to succeed in the builder market, what must AMX accomplish in order to meet its goals?
SKAF: We must provide the basic building blocks in a simple-to-install program and integration package that makes us as essential as sheetrock to the builder. The only question should be which package they want to offer, rather than if they want to incorporate an automation package. Again, I am talking about homes above 4,000 square feet in this scenario. We have the basic building blocks but now need the mindshare of the builders.
THB: Is there any key fact or element of the automation and control industry that builders should be educated on?
SKAF: The simplicity and intuitiveness that a control system offers their customers. The value that a control system can add to a home in this day and age is similar to the value that electricity brought to homes of the past, or more recently, distributed audio and video and home networking.
THB: What’s the best way for AMX to demonstrate to builders and homebuyers the value of an automation and control system?
SKAF: Automation is best understood when you see it live and in action. When builders see all of the electronic subsystems brought together in a simple-to-use, intuitive user interface, their eyes usually light up because they understand the value their customers will see in being able to use an automation system rather than individual subsystems (HVAC, lights, etc.).