RTI makes complicated programmable remote controls, and they've hit upon a winning strategy - focus on their customers. Brilliant! (It should be obvious, right?) Well, there is a twist - one that many CE companies selling to the CEDIA (custom install) channel haven't quite figured out: RTI's customers are not end users, but the custom installers who buy the remotes and program them for the end users.
The whole purpose of a custom programmed remote control is the programming, and this is an area where RTI can stand out (more on this later). Therefore, RTI announced online training earlier this year. Last week they sent me a new press release (curiously absent from their site) that they now have an entire downloable video course for their dealers. I have no idea how good/bad/effective their course is, but it's a great way to reach the small, geographically dispersed custom installation community.
RTI doesn't have much choice - the remote control market is surprisingly competitive. At the low end, there are literally hundreds of offerings sold direct to consumers. At the high end of the consumer market, Philips lucked into the lead with their Pronto line, which are almost infinitely configurable and have generated a devoted cult over at http://www.remotecentral.com despite the convoluted programming interface. Logitech is trying to broaden the consumer market with Harmony remote controls (Logitech bought Intrigue Technologies earlier this year) by providing the flexibility of a custom remote without the programming; users fill out an online questionnaire, and the remote programs itself. So what is left for custom installers?
At the high end, Crestron and others provide expensive solutions suitable for high end home theaters, boardrooms, and whole house automation. For more affordable solutions, custom installers can turn to the high end of the consumer market - where the vendors are focused on the end customer - or RTI - where the vendor is focused on the custom installer. Brilliant!
-avi
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