11.05.2009 — One takeaway that CE pros can glean from the 2008/2009 economic recession is that in order for it to survive and thrive, you must rethink how you do business.

NuVo Technologies is a good example of a company that is repositioning for the new world order.

The Hebron, Ky.-based multiroom audio manufacturer has already come to market with several innovative lines, including its Renovia powerline-based multiroom audio system.

David Rodarte, president and COO, reflected on 2009 and looked forward to 2010.

How did dealers react to Renovia during CEDIA Expo? Will it ship this quarter?

During the Expo, over 300 dealers requested post-show follow-ups, both on Renovia and on doing business with NuVo.

As you know, we centered our new display and marketing at the show on the Renovia products. It was apparent from the discussions we had with dealers that there is great anticipation for the release of this product. They are ready and they want it now.

Of course we also wish we could ship it now, but we will not let Renovia out the door until we are absolutely convinced that we have all of the bugs worked out. This technology is too important, and is already incorrectly associated with other power line technologies from the past that were less than reliable. This product and this technology will succeed where the others failed, but only with the release of a robust, thoroughly prepared and thoroughly tested product. We owe that to our dealers and to the industry at large.

How has NuVo prepared its dealer base for the Renovia launch?

We have carefully delivered information to the trade only at this time. Our dealers have shared with us the importance of educating them first, versus displaying the technology on an open Web site or advertising to consumers prior to the dealers having complete understanding of the platform and product.

Consequently, you can only find Renovia information at our dealer-specific Web site.

We also have developed a portal on our Web site for NuVo Electronic System Contractors, available only to authorized dealers and installers. The portal provides secure and total access to a variety of NuVo resources and materials, including pricing, software downloads, literature and upcoming customizable marketing pieces that will help dealers generate more business.

What concerns dealers about Renovia?

The answer depends on the integrator. Some integrators are quick to say, "Renovia requires an electrician, and I don't have one on my staff." Others quickly understand the opportunity that the retrofit market offers and are eager for this type of solution. These dealers are prepared to adapt and modify their businesses for the future.

Will the success of Renovia depend on how well dealers can adapt to selling in a retrofit marketplace or will it depend on the economy?

Well certainly, it is both. The economy is rebounding and will domino down to all of us in the custom installation business. I do think there will be a lasting effect on consumers to seek value, while wishing to enhance their quality of life through innovation.

The retrofit opportunity for dealers is literally tenfold over new home construction. The approach is markedly different, however. You need to prospect, you need to market and you need to reach out beyond your comfort zone.

This is a sea change compared to the old model of, say, developing relationships with a handful of builders, architects, designers and developers. Such relationships have been very good for our industry over the years and will continue to be. But those who sit on the sidelines and limit themselves to the comfortable practices of the past will only get the results of the past. Those who take a new and initially uncomfortable route will enjoy thriving businesses in the future.