Security

Nortek Reveals Grand Plan for GoControl Brand

Nortek Security and Control is priming the newly launched GoControl brand name to go well beyond DIY themostats and self-install home security systems by attaining consumer-level recognition like Bose, Sonos and Nest with a strong UMAP policy.


Rob Halligan, vice president of group strategy and marketing at Nortek Security and Control, shows off the new DIY GoControl Security Suite at CES. It is just the beginning of what the company has in store for the GoControl brand name.
Jason Knott · January 7, 2015

Bose, Sonos, Nest. Every integrator knows those recognizable brand names, but the real key to their success is that most consumers know the brand names also.

That high level of brand recognition means consumers proactively ask dealers if they carry those brands, and gravitate to those who do. The newly renamed Nortek Security and Control‘s new GoControl brand hopes to soon have that same level of consumer cache.

The GoControl brand name has actually been around for years under 2GIG. So when Nortek (NASDAQ: NTK) brass were looking for a powerful brand name to use for its new DIY thermostats, security systems, light switches, LED bulbs, electrical outlets and soon-to-be leak detection systems and driveway sensors, the GoControl brand name fit perfectly.

“It resonates. We can have GoControl Lights, GoControl HVAC, GoControl Security, and on and on,” says Rob Halligan, vice president of group strategy and marketing at Nortek Security and Control. “GoControl is going to be the umbrella brand for new devices that are not only DIY in some cases, but also devices that can be sold and installed by integrators to make a little more money.”

Halligan says the new brand name, just like Bose, Sonos and Nest, will have a strict Universal Minimum Advertised Pricing (UMAP) policy. The ultimate solution will be a ubiquitous brand name that will help drive leads to dealers and SEO traffic to individual dealers’ websites.

At the 2015 International CES, the company unveiled its first set of products: a new family of GoControl communicating programmable thermostats. The tiered product line will serve as a bridge between home control systems and a home’s heating and cooling system with remote access and control capabilities and programming. The smart thermostat family includes Z-Wave and Wi-Fi connectivity options and will address a range of markets, including: retail, security, HVAC, custom installation and DIY. This new line will be sold by multiple other Nortek businesses, outside of Nortek Security & Control, including Core Brands, LLC and others in 2015.

The thermostats, which include the 2GIG Standard, GoControl Standard, GoControl Premium and Elan Deluxe models, can be hardwired into a home using existing thermostat wires, or in cases where there is no power, the smart thermostats can be powered by four AA batteries for up to three years of life. The line features LCD screens, both black and white, and color options, touchscreen and non-touchscreen versions, and on-screen setup of all thermostat functions. Across the entire family, GoControl Thermostats are compatible with the majority of the existing control systems in the market today.

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The first products in the GoControl Thermostat line will be available beginning spring 2015.

“Our GoControl Thermostat line is an exciting and strategic addition to our portfolio of smart connectable products, for one of the anchor categories in the connected home,” says Avi Rosenthal, vice president security and control products for Nortek Security & Control. “Unlike other smart thermostats, our GoControl Thermostat line is designed to be much more than a single point solution, providing broad market compatibility with most smart home systems, coupled with tiered features in product line options that deliver ideal solutions for both DIY retail, as well as the range of installer-based channels.”

According to Halligan, the release of the new thermostats and the plans for the GoControl brand is an ongoing step in strongly positioning dealers to cross-pollinate technology across the broader Nortek family.

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  About the Author

Jason Knott is Chief Content Officer for Emerald Expositions Connected Brands. Jason has covered low-voltage electronics as an editor since 1990, serving as editor and publisher of Security Sales & Integration. He joined CE Pro in 2000 and serves as Editor-in-Chief of that brand. 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 has been a member of the CEDIA Business Working Group since 2010. Jason graduated from the University of Southern California. Have a suggestion or a topic you want to read more about? Email Jason at jason.knott@emeraldexpo.com

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  Article Topics


Security · News · GoControl · Nortek · All Topics
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