On butterflies – and high-end home automation

Bernhard Dörstel from Busch-Jaeger Elektro, an ABB company and market leader in the area of electrical installation technology, used the image of a caterpillar and its metamorphosis to a butterfly as synonym for the development of home automation into a mass market. In his opinion, the following trends will influence this particular market segment:

  1. Networking – connected people, smart things (Internet of Things)
  2. Silver revolution – staying young while getting old
  3. Female shift – women define the future (and are the decision-makers for anything that comes “into the house”)

At the Bosch ConnectedWorld Conference, Mr. Dörstel outlined that ‘best agers’ are best targeted by high-end home automation as they combine both above average income and budget to spend as well as above average interest in technology (audio/video devices, smartphones, tablets). Therefore, the most successful sales channels are electricians and installers – more than 60,000 alone in Germany.

Watch here the highlights of Bernhard Dörstel’s presentation.


About the author

Anita Bunk

Anita Bunk

I am leading the digital engagement & corporate communications team at Bosch Software Innovations and cover the Internet of Things (IoT). In the past, I was part of international technology and innovation marketing teams. What I enjoy most in my job is sharing with a greater audience the passion that engineers put in developing a high-tech product. My background is a master in communications and a diploma in political science.