The emergence of the smart home as a significant technological platform is a matter of when, not if, at this point. Although the high-level concept for this nascent technology market has existed for some time, we're now beginning to see the first tangible products hit the marketplace.
The Internet of things has one major problem: it's invisible. The value of connected devices is often not apparent in the product itself, but manifests in being used. You don't fall in love with a Nest thermostat until it's winter and the heat kicks on 20 minutes before you have to crawl out of a warm bed. Hue lights are a very expensive novelty until you hook up an IFTTT channel to turn them on as your Jawbone Up gently wakes you up. The value of these things is very difficult to convey without actually experiencing them, and it's hard to imagine these things looking at the device in a box on a shelf.
Sharkk, founded in late 2012 as a direct-to-consumer accessories supplier, is changing its product focus and go-to-market strategy, founder and CEO Dov Brafman told TWICE.