Ready, Set, Smart Home

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The realization hit me last Sunday afternoon while watching football. It wasn’t the game that caught my attention, but the commercials I saw during the national broadcast. It felt like during every break in the action the viewer was being hit by Amazon and Google for, you guessed it, their voice assistants.

Working in the industry, I’m clearly cognizant of the home technology around me. However, even when putting myself in the place of a casual consumer, it was hard not to miss the obviousness of the battle between these retail Goliaths. If the inundation of advertising tells us anything, it’s that Amazon, Google, and Apple’s announcements of home technology prove the early adopter period is officially over. The smart home has arrived, now the race is on for every company to get in the door.

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According to Grand View Research, the global smart home automation market is expected to reach $130 billion by 2025. For an already fragmented market of brands and devices, we will only continue to see more competition as everyone vies for their share. However, size won’t necessarily mean success when it comes to consumer preference. Pre-exiting brand loyalties will play a part in adoption, but the feedback our team receives most often is “does it actually work?”

Functionality will ultimately decide who wins the largest shares of the home technology market. The most important aspects of which are safety and capability, reassuring peace of mind to all parties involved in the installation process. We speak with integrators and homeowners on a daily basis that simply want their homes to understand what they ask for in the least invasive way possible. If the system in place isn’t capable of interpreting and executing commands or feels intrusive, it gets shelved in a forgotten corner.

The timing of all these product announcements and advertisements couldn’t come at a more opportune time. What better way to get that proverbial foot in the door then by ramping up PR as holiday shopping lists are starting to take shape? Speaking of which, Josh Micro begins shipping this holiday season.

Here are a few of our favorite commercials from football season:



Casey is a member of the Business Development team. Originally from the San Francisco Bay Area, Casey graduated from the University of Southern California with a degree in Business Administration. A former collegiate athlete, he enjoys staying active and going on new adventures. is an artificial intelligence agent for your home. If you’re interested in learning more, visit us at

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