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Homemation creates comfort through smart homes

Home automation is more than just turning the lights on and off, Homemation’s Gedaliah Tobias tells BRYAN TURNER

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The world is taking interior design notes from the Danish, in a style of living called hygge (pronounced hoo-gah). Its meaning varies from person to person: some see hygge as a warm fire on a cold winter’s night, others see it as a cup of hot coffee in the morning. The amount of “good feelings” one gets from these relaxing activities depends on what one values as indulgent.

But how does technology fit into this “art of feeling good”?

We asked Homemation marketing manager Gedaliah Tobias to take us through a fully automated home of the future and show us how automation creates comfort and good feelings.

“The house is powered by Control4, which you can think of as the brain of the smart home,” says Tobias. “It controls everything from the aircon to smart vacuum cleaners.”

The home of the future is secured by a connected lock. It acts like other locks with keypads and includes a key in the event of a power interruption. The keypad is especially useful to those who want to provide temporary access to visitors, staff, or simply kids who might lose their parents’ house keys.

“The keypad is especially useful for temporary access,” says Tobias. “For example, if you have a garden service that needs to use the home for the day, they can be given a code that only turns off the perimeter alarm beams in the garden for the day and time. If that code is used outside of the day and time range, users can set up alerts for their armed response to be alerted. This type of smart access boosts security.”

Once inside, one is greeted with a “scene” – a type of recipe for electronic success. The scene starts by turning on the lights, then by alerting the user to disarm the alarm. After the alarm is disarmed, the user can start another more complicated scene.

“Users can request customised scene buttons,” says Tobias. “For example, if I press the ‘Dinner call’ scene, the lights start to flash in the bedroom, there’s an announcement from the smart speakers, the blinds start to come down, the lighting is shifted to the dinner table. Shifting focus with lighting creates a mood to bring the house together for dinner.”

Homemation creates these customised scene buttons to enable users to control their homes without having to use another device. In addition to scene buttons, there are several ways to control the smart home.

 “Everything in the smart home is controllable from your phone, the touchscreens around the house, the TV, and the dedicated remote control. Everyone is different, so having multiple ways to control the house is a huge value add.”

We ask Tobias where Homemation recommends non-smart home users should start on their smart home journey.

“Before anything, the Control4 infrastructure needs to be set up. This involves a lot of communications and electrical cabling to be run to different areas of the home to enable connectivity throughout the home. After the infrastructure is set up, the system is ready for smart home devices, like lighting and sound.”

“For new smart home users, the best bang for their buck would be to start with lighting once the infrastructure is set up. Taking it one step at a time is wise.”

•    For more information, visit https://www.homemation.co.za/

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Millennials turning 40: NOW will you stop targeting them?

It’s one of the most overused terms in youth marketing, and probably the most inaccurate, writes ARTHUR GOLDSTUCK

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One of the most irritating buzzwords embraced by marketers in recent years is the term “millennial”. Most are clueless about its true meaning, and use it as a supposedly cool synonym for “young adults”. The flaw in this targeting – and the word “flaw” here is like calling the Grand Canyon a trench – is that it utterly ignores the meaning of the term. “Millennials” are formally defined as anyone born from 1980 to 2000, meaning they have typically come of age after the dawn of the millennium, or during the 21st century.

Think about that for a moment. Next year, the millennial will be formally defined as anyone aged from 20 to 40. So here you have an entire advertising, marketing and public relations industry hanging onto a cool definition, while in effect arguing that 40-year-olds are youths who want the same thing as newly-minted university graduates or job entrants.

When the communications industry discovers just how embarrassing its glib use of the term really is, it will no doubt pivot – millennial-speak for “changing your business model when it proves to be a disaster, but you still appear to be cool” – to the next big thing in generational theory.

That next big thing is currently Generation Z, or people born after the turn of the century. It’s very convenient to lump them all together and claim they have a different set of values and expectations to those who went before. Allegedly, they are engaged in a quest for experience, compared to millennials – the 19-year-olds and 39-olds alike – supposedly all on a quest for relevance.

In reality, all are part of Generation #, latching onto the latest hashtag trend that sweeps social media, desperate to go viral if they are producers of social content, desperate to have caught onto the trend before their peers.

The irony is that marketers’ quest for cutting edge target markets is, in reality, a hangover from the days when there was no such thing as generational theory, and marketing was all about clearly defined target markets. In the era of big data and mass personalization, that idea seems rather quaint.

Indeed, according to Grant Lapping, managing director of DataCore Media, it no longer matters who brands think their target market is.

“The reason for this is simple: with the technology and data digital marketers have access to today, we no longer need to limit our potential target audience to a set of personas or segments derived through customer research. While this type of customer segmentation was – and remains – important for engagements across traditional above-the-line engagements in mass media, digital marketing gives us the tools we need to target customers on a far more granular and personalised level.

“Where customer research gives us an indication of who the audience is, data can tell us exactly what they want and how they may behave.”

Netflix, he points out, is an example of a company that is changing its industry by avoiding audience segmentation, once the holy grail of entertainment.

In other words, it understands that 20-year-olds and 40-year-olds are very different – but so is everyone in between.

* Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter and Instagram on @art2gee

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Robots coming to IFA

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Robotics is no longer about mechanical humanoids, but rather becoming an interface between man and machine. That is a key message being delivered at next month’s IFA consumer electronics expo in Berlin. An entire hall will be devoted to IFA Next, which will not only offer a look into the future, but also show what form it will take.

The concepts are as varied as the exhibitors themselves. However, there are similarities in the various products, some more human than others, in the fascinating ways in which they establish a link between fun, learning and programming. In many cases, they are aimed at children and young people.

The following will be among the exhibitors making Hall 26 a must-visit:

Leju Robotics (Stand 115) from China is featuring what we all imagine a robot to be. The bipedal Aelos 1s can walk, dance and play football. And in carrying out all these actions it responds to spoken commands. But it also challenges young researchers to apply their creativity in programming it and teaching it new actions. And conversely, it also imparts scholastic knowledge.

Cubroid (Stand 231, KIRIA) from Korea starts off by promoting an independent approach to the way it deals with tasks. Multi-functional cubes, glowing as they play music, or equipped with a tiny rotating motor, join together like Lego pieces. Configuration and programming are thus combined, providing a basic idea of what constitutes artificial intelligence.

Spain is represented by Ebotics (Stand 218). This company is presenting an entire portfolio of building components, including the “Mint” educational program. The modular system explains about modern construction, programming and the entire field of robotics.

Elematec Corporation (Stand 208) from Japan is presenting the two-armed SCARA, which is not intended to deal with any tasks, but in particular to assist people with their work.

Everybot (Stand 231, KIRIA) from Japan approaches the concept of robotics by introducing an autonomous floor-cleaning machine, similar to a robot vacuum cleaner.

And Segway (Stand 222) is using a number of products to explain the modern approach to battery-powered locomotion.

IFA will take place at the Berlin Exhibition Grounds (ExpoCenter City) from 6 to 11 September 2019. For more information, visit www.ifa-berlin.com

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