PREFERENCES have always been in constant flux as lifestyles evolve with the times and products change with them. This is particularly true for home technology, because of the simple fact that the home is where most consumer products are found.
The advent of the Internet and wireless technology, and the interactivity of gadgets have led to a totally different set of needs and wants for homeowners, which has then led to a totally new set of concerns for home-technology providers.
A decade or so ago, real-estate developers used to offer a “completely furnished” home that comes with a TV set, stereo component unit, cooking range, refrigerator, a washing machine, a telephone line, and, depending on the target market, an air-conditioning system.
Nowadays, new homebuyers would ask developers for all of the above—plus broadband Internet access, an equally fast wireless router, a wide-screen LED TV connected to an HD cable-TV line, a closed-circuit TV system, an induction stove, running hot and cold water (especially in the shower), and more.
Tech swaps in the age of modernization
A few months ago I devoted a column to technology swaps in the real-estate sector in the modern age, or how modern homebuyers have “swapped” certain home appliances for newer, more feature-laden ones that are more in tune with their current lifestyle.
I am bringing this subject matter up again because I recently got to ask some friends in the home-technology industry about this topic. I have always been curious as to how homeowners’ preferences have changed and how home-tech providers reacted to these evolving preferences. I also wanted insight from people in the know.
For one thing, I learned that the bathroom alone has seen substantial changes in homebuyer preferences. According to Adam Quek, general manager and commercial director of Kohler Kitchen & Bath for Southeast Asia, there has been an increase in the integration of technology into bathroom spaces over the past decade.
Previously, technology was not an aspect of the home that was considered to be important in the bathroom—it was reserved for common spaces like family rooms, with the latest and greatest in televisions, audio and home-theater systems,” Quek noted. “The integration of smart technology in the bathroom has been a huge growth area and consumers are quite demanding in terms of how the technology is incorporated and what types of technology make sense.”
I have actually seen some interesting bathroom products in the Kohler product line, like a showerhead that has a built-in wireless Bluetooth speaker. This product has effectively taken everyone’s favorite bath-time hobby of singing while showering a step further.
Then again, this product actually makes sense since it actually taps into the modern homeowner’s increased interest in music-on-the-go, particularly after the boom of the mp3 file format, which has conveniently allowed us to put music in practically every gadget we carry.
Just like Kohler, TOTO is another home-technology provider that has kept up with the times. The company is best known for a product called the Washlet, which cleanses its users with warm water, and adjustable pressure, temperature and spray modes. The Washlet also has a heated seat, a dryer, an odor-absorbing deodorizer, and an automatic open, close and flush feature. And that’s not the end of it. Washlet has some other features that make doing number two quite a pleasant experience.
The challenge of well-informed home-tech buyers
Andrea Pionilla, marketing manager of Electrolux, said Filipino consumers have become more knowledgeable of the latest trends in home technology. “They even do their own research on the products they wish to buy. Aesthetics and resource-efficiency have also become part of the criteria that must be met before purchase is made.”
Indeed, more knowledgeable homebuyers mean bigger challenges for home-technology providers, and for property developers, as well. As Kohler’s Adam Quek pointed out, technology needs to make everyday use of home space more enjoyable. Technology for its own sake clutters the marketplace and often feels obtrusive in homes.
I believe that the challenge for developers and home-technology providers is to make sure that they provide a whole range of products and services that fall within the range of possibilities that a highly informed consumer base requires.
Not only should today’s home products be simply in keeping with global technological developments and their consequent effects on consumer preferences, these products should also mirror the homebuyers’ real objective in life, which is to make living in their homes more fun and more pleasant.