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How the iPad Will Shatter Touchscreen Pricing

Vantage/Legrand believes the iPad will break "industry paradigms" for touchscreen pricing, software, and physical format.


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Vantage/Legrand says dedicated touchscreens will never go away, but it believes the iPad will shatter “industry paradigms” for pricing, software, and physical format.

Vantage/Legrand says the iPad will shatter existing pricing, software, and physical format of touchscreens.

"There will always be a place for dedicated touchscreens, but the iPad certainly breaks paradigms in the industry in terms of what it does vs. other existing touchpanels in the market," says Andrew Wale, Vantage/Legrand VP of marketing, who called home automation the iPad's "killer app."

"It's not inconceivable that the iPad will create the potential for some dealers to move away from dedicated touchscreens. But the big unanswered question is will there be available home control apps that work in an open, practical environment. It will be a challenge for dealers to find out what home control apps are available for the iPad."

"Even if the iPad has great success, there will continue to be multiple interfaces on the market: on-screen, mobile, hand-held remotes and even hard keypads are not going away," he adds. "[The] iPad is just another remote option interface for dealers to sell."

Price Pressure Will Occur


Wale believes the iPad will definitely lead to some price pressure on dedicated touchscreens. He advises integrators to emphasize that the value they bring to a client goes beyond the hardware.

"Yes, we will have to challenge ourselves on our pricing, but it does not mean every touchpanel on the market is all of a sudden going to be selling for $500," he says. "The days of earning lots of margin on touchscreens are gone. It's a tough segment already even before the iPad. You can't expect to build your integration business on product margin from tablets anyway. If you are still trying to do that, you are not going to be around long."

Wale advises dealers to establish installation and service policies for iPads and determine how they will handle installation when the homeowner buys his own iPad. Dealers also need to decide if they will service a broken iPad.

Potential Problems


Wale says dealers will face several concerns if they abandon dedicated touchscreens for the iPad or any third-party GUI:
  • Integrators cannot guarantee 100 percent product performance with a third-party touchscreen
  • Dealer warranties for dedicated touchscreens are an important part of the value for clients
  • The iPad is not currently viable as a primary control for a home theater because there are too many buttons that will have to be pushed compared to a dedicated touchscreen
And the fact that the iPad is wireless does not make it conducive for home control of entry/exit functions, including arming or disarming an alarm system or even manipulating the lights when you arrive home. Those tasks are still going to require a fixed, dedicated touchscreen near the door.


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Article Topics

News · Home Automation and Control · Control Systems · Home Automation · Ipad · Apple · Vantage · All topics

About the Author

Jason Knott, Editor, CE Pro
Jason has covered low-voltage electronics as an editor since 1990. He joined EH Publishing in 2000, and before that served as publisher and editor of Security Sales, a leading magazine for the security industry. He served as chairman of the Security Industry Association’s Education Committee from 2000-2004 and sat on the board of that association from 1998-2002. He is also a former board member of the Alarm Industry Research and Educational Foundation. He is currently a member of the CEDIA Education Action Team for Electronic Systems Business. Jason graduated from the University of Southern California.

25 Comments (displayed in order by date/time)

Posted by Julie Jacobson  on  04/05  at  12:09 PM

@Eyah ... you know I was joking, right?

Posted by Julie Jacobson  on  04/05  at  12:09 PM

@Eyal ... you know I was joking, right?

Posted by Eyal Kattan  on  04/05  at  12:12 PM

@Julie: Same here smile

Posted by Eyal Kattan  on  04/05  at  12:21 PM

It’s great to see such a pationate responses.

However, just like many other changes in other industries - hardware is becoming a commodity. Margins on hardware are slowly sliding away and I understand the pain some of the integrators are going through.

That being said, this change brings a tremendous opportunity for generating revenue. It’s an opportunity to shine as a knowledgable professional and demonstrate the added value the integrator bring to a project.

Rather than struggling to make one more buck on the hardware, the integrator can make two or thre more bucks for his/her knowledge and expertise.

There is no doubt the iPad is a game changer and will expose the home control to more customers we could have imagined. Apple is doing us a huge “favor” by promoting this device to the mass market.

Needless to say how easier it would be to sell the iPad as a remote control device rather than the existing, more expensive touch panels. Whoever embraces this business model, would benefit from constantly increasing market.

I can’t wait to get my hand on one and test it with….

Posted by MCE INTEGRATOR  on  04/05  at  03:39 PM

“@MCE integrator ... you oversimplify.

What if it’s an emergency and you MUST turn up the thermostat right away?!”

Hahaha, I love it!

I have a signed contract, and deposit from a customer that will be using 2 ipads (bid him for ipod touchs, but will change order for ipads if they work out they way we think), as well as an all-in-one touch computer in his kitchen, as our primary control devices.  (The Kitchen PC is locked down, and can be used for general purposes, but after 10 minutes of inactivity it will run my automation app, so when my customer first comes to the computer, it is ready to go.  Also, still believe that there is no substitute for hard buttons in the theater, so we’ll be using a nice universal remote in there).  By using these low cost touch devices, I have dropped my bid dramatically, but with labor and other parts, I still have a 40% margin (before business costs).  Yes, I would make more money if my bid was double, but I wouldn’t have landed this job.  I just don’t see why anyone would have a hard time with a larger qualified customer base, because of a lower overall priced system.

My customer loves the idea of using the iPad as his control device.  If you have ever used a Windows tablet for a wireless touch screen I can see why you get hung up on the dedicated device aspect. (it just plain sucks) The ipod works perfectly, I haven’t tried an ipad yet, but I don’t see how the ipad can’t improve upon it, with a bigger screen, faster processor, and better network connection.

Has anyone else seen the ipod touch commercial that shows a home automation app?  I tried to find it on the internet, but couldn’t.  It’s hard to complain about apple advertising home automation.  “If you can’t beat em join em.”

Posted by Julie Jacobson  on  04/05  at  03:46 PM

@MCE, I’m with you. People know what the iPhone and iPad are.  They don’t know what a home automation system is.

Much easier to open doors with an iPad than with a lighting and thermostat control system.

Posted by 39CentStamp  on  04/05  at  03:50 PM

Looks like command fusion has the connection issue tamed http://www.youtube.com/watch?v=aEbdEt4tFd0

Posted by av_roller  on  04/05  at  04:31 PM

Wow, this thing rocks! We’ve got the ipad bluetooth conected to a bluetooth receiver that is connected to a matrix. Covers three rooms. Great for Pandora app.

Posted by Kurt  on  04/09  at  10:56 AM

Are you all serious? The I-pad will adapt to whatever it needs to. To think that it could not or will never emulate a control system touch panel in the near future you are kidding yourselves. I wouldn’t doubt that control manufactures concede before the real damage is done and have their own Apple built specific I-Panels. This is a game changer and that the end of the argument. Oh and apple won’t be the only player. Like the I-phone there are plenty of I-clones as well and so there will there be I-Pad clones. All will be in AV show rooms in one form or another. Change is good, challenging and as always scary. Let’s just get to work with soooo many tools.

Posted by 39CentStamp  on  04/09  at  11:43 AM

Why is it that all of the guys who just KNOW this is a game changer somehow dont know that ALL of the control system manufacturers already have a solution for using the iPad with their product.

Crestron Control4 AMX Savant etc can all be controlled via the iPhone/iPad. Whether its their own app like Crestron Mobile or a product like iridium for AMX or command fusion for both.

The ONLY issue that has ever stood before the iPad and being a low cost replacement is the connection issue. That and the fact that if it breaks you throw it out and buy a new one because you cant get it repaired.

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