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Residential Systems

Value Added

August 31, 2001

"When [the Internet Home Alliance] was created, it was seen as a marketing effort as opposed to technology developer. We've seen plenty of the consortiums with the aim of creating a new standard for home networking," said Kurt Scherf, vice president of research at Parks Associates. "What we hadn't seen was that they want people to leave their branding hats behind. It's not about individual brands but about how the rising tide floats all boats."

Scherf continued, "The IHA wants to pull together its massive marketing muscle to educate consumers about the benefits of a networked home. They've spent a great deal of time internally figuring out how they are going to work and how to structure the alliance itself to foster these goals. They are now shifting away from pure marketing efforts to these pilot programs as a way to educate consumers."

From the article "Value Added," by Karen Jones.

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