German-based enterprise ASSMANN Electronic has made its name as a manufacturer and retailer of network and periphery products with global operations. In terms of the smart home market, ASSMANN first signalized home IP cameras under the DIGITUS brand to offer a secured cloud-based camera system with HTTPS protection and encrypted P2P tunnel between the camera and device. With a projected annual growth rate of 10 percent in the European market, ASSMANN will further expand smart home lineups in the near future to enhance revenues in the Asian region.
Michael Zulauf
Group Executive Vice President of Consumer Products at ASSMANN Electronics.
“Today, we are well-positioned in Europe. DIGITUS Plug & View is not limited and can be used globally. In the next few years, we look to expand our presence in Asia and the rest of the Pacific region,” said Michael Zulauf, Group Executive Vice President of Consumer Products at ASSMANN Electronics.a
According to Zulauf, the European market indeed covers up to 70 percent of ASSMANN’s sales revenue.
Looking to expand beyond cameras
The DIGITUS camera system, a focused smart home product, features HTML5 to provide a plug-in free browser solution for live camera streams without any Active-X, VLC player or plug-in. “HTML5 attracts smart home partners such as QIVICON and EverHome to integrate DIGITUS cameras with their gateways easily without plug-in,” Zulauf explained.
“Market drivers for smart home in the European market are Homematic (EQ3), RWE and QIVICON,” Zulauf commented. “Our DIGITUS IP cameras are already available on the smart home platform QIVICON.” Currently, ASSMANN is conducting talks with other telecommunication companies to explore more chances to integrate the solution in further established smart home systems.
“Our major sales channels are retail and online channels with European partners such as Media-Saturn Group, Conrad, Cyberport, Euronics and Amazon, as well as our distribution sales channel,” Zulauf added. “Pan-European broad-line distribution includes Ingram Micro Pan Europe and ALSO for example.”
Besides IP cameras, ASSMANN is planning to launch kit solutions for two product segments in order to broaden the smart home lineup, he said.
“For home or small office demand, we will provide Wi-Fi and RF433 solution including contact sensors, motion sensors and power switches controllable via App,” Zulauf said, adding that in the professional segment, ASSMANN will also offer complete kits with ZigBee technology. They include temperature and humidity sensor, contact sensor, motion sensor, power switch, and wireless gateway to control all smart home products together with DIGITUS Plug & View IP cameras as a complete integrated home security and surveillance system.
In the new smart home lineup kit, all sensors will also be available as standalone products.
Expanding towards Asia
In a bid to becoming one of Asia’s major buyers, there are several key factors in which ASSMANN considers before making a purchase: technology, innovation, design, and the price-performance ratio.
“Our major sourcing areas are Taiwan and China,” Zulauf explained, adding that from his perspective, Taiwan is more technology-driven with innovative ideas for product development whereas China is more cost-driven with similar products.
However, as Asia gradually moves away from being a manufacturing-oriented region to research and innovation, it is a good time for ASSMANN to gain access to its expanding influence.
“We want to expand our presence in Asia and the rest of the Pacific region,” Zulauf said. Following the establishment of its manufacturing bases in China and Hong Kong, ASSMANN Electronic Asia Ltd. was set up in Taiwan to manage engineering, sales, marketing and direct shipment. With the company’s highly integrated camera system, ASSMANN is confident in Asia’s growing smart home potential in the coming years.
Source: SMAhome (21.07.2015) : http://www.mysmahome.com/COMPANY/4572/assmann-takes-a-broad-view-of-asia-from-europe.aspx
