NuBryte Goes ‘Pro’; Drops DIY Channel
Smart home control maker NuBryte changes direction to target CE pros, drops ecommerce and retail, and ups Touchpoint MSRP by 46% to add margin.
NuBryte, makers of affordable light-switch-based smart home controls, is refocusing its sales efforts at the custom installation channel. The Sunnyvale, Calif.-based company has established the NuBryte PRO Network aimed at integrators, electricians, builders and remodelers.
With the change, NuBryte will be pulling back from both the ecommerce and retail channels, and also boosting the price point for its flagship Touchpoint interface by 46 percent, from $249 to $379, to create margin opportunity for integrators. It also will be moving away from the concept of a simple stand-alone solution to more of an interconnected offering by introducing a new ZigBee hub (with Z-Wave on the way) and new drivers for Crestron, Control4 and other control systems.
The company, whose parent is Lucis Technologies, says it has found success partnering with professional trades and distributors to sell and install its smart home solutions. Most recently, NuBryte announced partnerships with Home Controls and DPC Distributors to carry and distribute its all-in-one home automation products.
In an exclusive interview with CE Pro, president Steven Gutteridge says the company will be adding more distributors, expanding its internal sales force and hiring independent reps for specific regions of the country.
"A lot of our current installers carry high-end control systems, but they like NuBryte because it allows them to hit the middle market at an affordable price point," says Gutteridge.
The NuBryte PRO program supports small, medium, and large businesses by offering customized special pricing offers, marketing support, targeted sales opportunities, and technical support. The program is designed for professionals with expertise in home building, remodeling, electrical work and home tech.
“After extensive research and discussions with industry leaders, it was clear that the PRO channel was the way for us to move. With our easy-to-install, all-in-one NuBryte Touchpoint and Smart Switches, this business model makes it simple for PRO’s to quickly become successful with the product. NuBryte is easy for PRO’s to recommend because of all the built-in features we provide, whether they’re wanting whole-home control, or just looking to begin their smart home journey,” says Casey Bush of NuBryte PRO Sales.
Touchpoint Interface; Price Bundles
NuBryte combines home security, smart lighting, intercom and home hub into an integrated light switch. Its Touchpoint touchscreen interface doesn't need programming, and does not require extra wiring. The product, which requires an electrical license to install, takes about five to 10 minutes to install as a replacement for a standard light switch.
Touchpoint, which comes in single- or double-gang sizes, incorporates a built-in security camera, intercom, and the company's Home Hub, which provides access to weather data, temperature and humidity monitoring, and more. There is also a NuBryte app for Apple iOS and Android. NuBryte offers voice controlled lighting with Amazon Alexa, and works with Google Calendar for in-home event alerts. Integrations with Nest and IFTTT are also underway. In addition to Touchpoint, NuBryte offers Smart Switches at an MSRP of $79. These are modular single-gang light switch solutions that can expand to fit up to five across if necessary.
Touchpoint previously retailed for $249 and was offered extensively on Amazon.com and Bestbuy.com. But Gutteridge says the company will be halting ecommerce and retail by June, adding that NuBryte will likely re-introduce Touchpoint on Amazon and other ecommerce sites later, but at the dealer-friendly $379 price point. He says there will also be bundled pricing for dealers that includes the Touchpoint, Smart Switches and ZigBee/Z-Wave Hubs.
Gutteridge explains that when NuBryte started back in 2014, the company foresaw single-point devices for security, lighting, intercom and weather alerts as the path ahead. Thus, the simplicity of the Touchpoint light switch.
"But now, the demand for interconnectivity of devices is growing," he admits, noting the evolution of the company's offering. "It's easy for dealers to simply replace light switches in the home at the same time they are installing a control system. Upgraded light switches are easy to sell and do not require follow-ups or maintenance."
NuBryte will be embarking on a 2017 Road Show this year aimed at professionals.
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. Have a suggestion or a topic you want to read more about? Email Jason at [email protected]
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