BeON now selling directly to consumers

CAMBRIDGE, Mass.—BeOn Home is up and running as an online store for consumers.

Up until now, the start-up, smart-home protection lighting system company was offering pre-orders and working with dealers. Now, though, North American customers can go online, order the smart bulbs and get them in a couple of days, BeON Home's CEO Alexei Erchak told Security Systems News.

BeON targets homeowners who previously have had no interest in home security alarms. Its “preventative system” uses LED lights and sound as a “first layer of protection.” The smart bulbs, which fit into normal sockets and are operated by existing light switches, learn residents' lighting patterns and schedules and can be activated when homeowners are away.

The company, based here, has had discussions with a number of retailers, but for now “we're fine with selling through our online store,” Erchak said. “We've made a tremendous amount of progress with dealers, so [for now] our two primary modes of selling are through the online store and through dealers.”

BeON has made its presence known through a public relations and social media campaign, as well as ads on Facebook.

“We're getting lots of customers to our site,” Erchak said. Feedback received reflects the simplicity of the product, he said, and that's what BeON aims for.

That feedback also has led BeON in new directions, he said. “We have a lot of new modules coming down the pipeline. We'll have new products. We just try to make sure it's easy for our customers.”

Dealers have embraced the offering to consumers, Erchak said. “We deliberately designed a system that is complementary to existing traditional security systems, knowing that the simplicity and features would appeal not only to those without a security system but also to those that already have existing monitoring systems.

“As a result, the majority of security dealers don't have an issue with us shipping direct to consumers as long as pricing stays consistent and their dealer margins stay great.”

Dealers have reacted positively to the fact that BeOn is “embracing the security channel” and that it is “expanding the security market,” he said.

Because many of BeON's customers don't see a traditional monitoring system in their near future, dealers view BeON as a “potential gateway product that can expand their future customer base,” Erchak said.

BeON Pro will be introducing more specific features available only through dealers at a later date, he said.