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Smart Home Controls 2013 - Netherlands

  • 72 pages, published in October 2013
  • By BSRIA Worldwide Market Intelligence
  • Report Number: 1929966

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Smart Homes: In 2012, the smart home market in the Netherlands experienced the first decline since its emergence in the country. Previously, it was not affected either by economic slowdown or fall in construction output, mostly due to inelastic demand in high-end segment. Last year, however, the smart home market could not be resilient to the on-going decline in residential construction, since the mature luxury segment could not compensate any further for negative trends in construction and refurbishment. Due to higher purchasing power, the commercial sector (HoReCa and commercial buildings) still accounts for the highest share in the sales of residential smart home applications. Up to 70% of total smart home installations are “standard” solutions that integrate lighting, environmental controls and, occasionally, blind and window/door shutters controls. In the next three years, the total smart home market is expected to slightly reverse to positive trends, growing by around 2% annually. Major hindering macroeconomic factors are a very slow economic recovery and further slowdown in construction and refurbishment activities due to the after-boom excess in the market. We expect that the market will be slowly drifting towards simpler and less expensive mid-range solutions (basic light-scenario + temperature controls + blinds) due to maturity of high-end segment. However, the mid-range sector can potentially become a primary target for plug-in “connected home” solutions, which are expected to be introduced by telecommunication companies in the next 2 years. This expansion move can become a serious competition challenge for “traditional” smart home sector.

Home Energy Management Systems: The HEMS market became more or less identifiable only in 2009. It is estimated at only €1.9 million in 2012. The installation of HEMS is driven by utility companies in their demand-side management efforts, HEMS development in the Netherlands is to date largely disconnected from smart grid/smart meter roll out. On the condition that energy utilities get more active in promoting HEMS to households, in three years the market value can increase by approx. 8 times.

Intelligent Environmental Controls: Intelligent environmental controls is still a very small market of €4.7 million in 2012. It is primarily confined to medium to high end households that require a greater degree of temperature control. The market development is primarily hindered by conservatism of consumers and installers. It is, however, set to grow despite the downward trends in construction, mostly in connection with residential refurbishment.

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