Canadian Electrical Wholesaler

David Gordon

February 7, 2018

by David Gordon

In Part 1, David Gordon discussed IoT lighting, mission critical service, wireless IoT solutions, and competing wireless protocols. In this issue, new wireless solutions, utility lighting control rebates, and challenges for distributors.

The recently released Bluetooth Mesh standard was developed with lighting as a target application, but many commercial lighting manufacturers are currently developing or supporting their own proprietary or existing Zigbee mesh ecosystem until Bluetooth Mesh is field proven. Zigbee is an open standard, and with more than one hundred million devices deployed, in theory sensors, switches, and lights can interconnect independent of fixture manufacturer. Bluetooth also has compatibility built-in, but researchers have raised concerns that Bluetooth Mesh’s communication algorithm, combined with heavy sensor integrated luminaires, could generate extreme heat and so much data that it overloads a network.

New wireless solutions use a single radio-chip to perform multiprotocol communications that address some of the challenges with all of the protocols available. One example is to combine ZigBee plus Bluetooth. The two complementary protocols enhance user experience and security. Luminaries can be commissioned easily with a mobile device via Bluetooth, while the primary network uses another secure protocol with mesh capabilities like ZigBee, Thread, or a manufacturer’s proprietary solution. Manufacturers can achieve all of this with a single radio chip that reduces size and cost, or with a faster option using pre-fabricated modules that include all of the software, antennas, and wireless know-how.

Utility rebates and the DLC NLC spec

There are interesting things happening with the Design Lights Consortium (DLC) Networked Lighting Controls (NLC) spec as well as utility rebates based on the DLC NLC spec. This year, the DLC analyzed savings from NLC installations and found an average of a 47% savings across all buildings, but this was extremely variable by building type and from building to building in the same use or type. This DLC NLC analysis will likely be used by utility rebate programs to not only expand the number of incentive programs for NLC systems, but also increase data and reporting requirements, in addition to meeting the technical NLC spec.

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Note: While other companies may offer solutions, as of the above date, they are not DLC NLC qualified. Distributors should not view this list as “endorsed / recommended” lines by Electrical Wholesaling and/or this article’s authors.

More than 20 utilities and other energy efficiency program sponsors now require networked control systems be on the DLC NLC QPL to qualify for their incentives. Some have simple prescriptive rebates (per luminaire), while others have performance rebates (per watt saved). For more information on lighting control rebates, check the “Utility Rebates for Networked Lighting Controls” on https://lightingcontrolsassociation.org.

Challenges for distributors

There are "lots of companies", and technologies, in the space which can make it daunting. This is coupled with the fact that controls are a small percentage of a distributor’s business and customer demand, at this time, is low.

But the opportunity is coming.

Selling of the technology requires commitment. This is not a product where salespeople “accept” an order. If they do, someone has speced the job and the opportunity will devolve to a price game.

Selling infers generating demand, which requires sales training, continuous product education, marketing, recommending the “right” product for the solution (and hence understanding customer needs), and then there is the potential for add-on services and revenue streams. And the “sale” for lighting controls will frequently occur at higher levels of customer contacts than the traditional electrical distributor calls upon. The applications and benefits of the sale are more conceptual and focus on information gathering, cost reduction and revenue generation. It is not solely a feature/benefit sale.

Leading companies in this space are educating management, their salespeople and their customer, and are investing in lighting control specialists. And some are targeting market segments to pursue and proactively generate demand.

A concern for distributors is their contractors. With many distributors being contractor oriented, distributors are waiting for contractors to request. Waiting equals quoting, not selling. Consider how you can arm your contractors, or preferred contractors, with tools for them to recommend… or to bring you into an opportunity as the “local expert.” Or consider how you can differentiate yourself in the market and drive business to contractors who have expertise in installing controls.

From a supplier support viewpoint, distributors should consider the pros/cons of solely understanding, selling, marketing and training on proprietary systems, as well as having knowledge and access to open systems. This is an Apple vs. Google scenario. You need to support your key package lighting lines, but you also need alternatives so that you can make the best recommendation and/or value engineer projects with technology that enables you to mix and match fixtures.

And don’t be afraid of FOBO (fear of a better option). These are technology platforms. They will change and this change requires you to maintain your product knowledge but it also can provide a potential upgrade revenue stream.

Of concern is that if electrical distributors do not take the lead, manufacturers will seek the channels that will generate the revenue. This could be direct sales, reps going direct as well as selling through other channels (which they are starting to do). And we have not touched on the integration into building management and security / alarm systems which can open the door to distributors from those channels.

Controlling your IoT lighting solutions

IoT. IIoT. Smart. Connected. Connectivity. The bottom line is that whatever term you prefer, it comes down to technology. The nature of technology is forever evolving. What exists today will change as tomorrow’s solutions are already in development. This creates relationship, purchasing, marketing, training, sales and other challenges for manufacturers and their channels, as well as distributors and their “supply chains”.

Decisions need to be made by distributors whether they plan to be a market leader and create demand and/or add value or provide traditional distribution services and be dependent upon others to create demand. Manufacturers can try to be the next “Apple” or participate in a “Google” ecosystem.

We’re in the very early innings of a rapidly changing market. We’ve passed the “bleeding edge” as the technology is proven and sales potential determined. Now the market is positioning to the cutting edge and will quickly be determined by those who want to be on the leading edge. Waiting to decide may relegate you to being on the bench.

David Gordon is President of Channel Marketing Group. Channel Marketing Group develops market share and growth strategies for manufacturers and distributors and develops market research. CMG’s specialty is the electrical industry. He also authors an electrical industry blog, www.electricaltrends.com. He can be reached at 919-488-8635 or This email address is being protected from spambots. You need JavaScript enabled to view it..

Read Part 1 here: www.canadianelectricalwholesaler.ca/latest-news/1954-making-sense-of-the-rapidly-changing-iot-lighting-market

 

ABBDuring E.B. Horsman & Son’s (EBH) Annual General Meeting on March 5, 2019, ABB Canada was presented with the 2018 EBH Supplier of the Year award by Tyson Carvell, VP of Marketing. The award was received by Ed Atkinson, ABB Commercial & Construction Sales Manager for BC, on behalf of Rob Ruys, ABB Regional Manager for Western Canada.

Each year E.B. Horsman & Son monitors the sales and operations of each of their 600+ supplier partners. 

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SouthwireIn March 2018, Southwire announced the investment of more than US$9 million back into the lives of employees through one-time employee bonuses, expanded parental leave and a strengthened commitment to education through the Bridge Scholarship Program, a one-time opportunity for eligible hourly employees seeking to further their education through a two-year degree, four-year degree or technical certification. One year later, 64 employees have been awarded the Bridge Scholarship.  

“Building organizational capability is vital to maintaining our great culture and driving business results,” says Kelley Park, Executive Vice President of Human Resources.

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CEW 6 HR 400People with low levels of coping skills are at higher risk for mental health issues and mental illness than those with high levels. Gaps in coping skills inhibit the ability to solve problems and to make healthy and effective decisions.

To examine how coping skills can predict health outcomes, Dr. Bill Howatt facilitated a doctoral research study that examined the question: “What role does an individual’s coping skills have in predicting psychological and physical health outcomes?” The study found that coping skills mattered and were, in fact, a moderator that partially explains why some individuals had better physical and psychological health outcomes than others. The study concluded that when combining a person’s coping skills with their perceived stress levels, coping skills were significant in predicting which employees were at more or less risk for health issues.

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Changing Scene

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CREECree, Inc. has signed an agreement to sell its Lighting Products business unit, which includes the LED lighting fixtures, lamps and corporate lighting solutions business for commercial, industrial and consumer applications, to Ideal Industries, Inc. for approximately US$310 million before tax impacts, including up-front and contingent consideration and the assumption of certain liabilities. Cree expects to receive an initial cash payment of US$225 million, subject to purchase price adjustments, and has the potential to receive a targeted earn-out payment of approximately US$85 million based on an adjusted EBITDA metric for Cree Lighting over a 12-month period beginning two years after the transaction closes.

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EHRC WLNElectricity Human Resources Canada is delighted to have announced its new partnership with Women Leadership Nation™ (WLN) on International Women’s Day.

Electricity Human Resources Canada is delighted to have announced its new partnership with Women Leadership Nation™ (WLN) on International Women’s Day. This strategic alliance will offer EHRC members and Leadership Accord signatories with training, development and strategy support in their efforts to make progress in closing the Gender Gap.

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ABB Showcases Its Vision of Leadership in Digital Industries at ABB Customer World 2019

Show ReportBy Line Goyette

Leaders and innovators from business, government and the education sector gathered for this ABB premier collaboration event. More than 11,000 delegates attended the bi-annual ABB Customer World Houston 2019 from March 4 to 7 in Houston, Texas. ABB’s latest pioneering technologies were displayed over 150,000 sq ft of a colourful, buzzy display of futuristic conveyor belts and robots, an ABB Formula E Generation 2 car, and much more groundbreaking technology.

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Peers & Profiles

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National ManufacturingExcellence in Manufacturing Consortium EMC’s Advantage through Excellence: Future of Manufacturing Conference is a 2½ day event exploring the competitive advantages, opportunities and successes that can be achieved by manufacturers through a variety of learning forums — up to 40 workshops, panel sessions, keynote presentations and best practice plant tours — providing delegates with outstanding opportunities for benchmarking, peer networking, learning and sharing of hundreds of best practices. An estimated 500 to 900 manufacturing leaders and stakeholders from across Canada are expected to attend. 

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Rick McCartenBy Rick McCarten

I think it was Bill Gates who said the Internet will not have an effect on society short term, but will have a profound effect on us long term. 

Long term versus short term fascinates me. Making the call for one over the other can determine the success (or failure) of companies today. 

Using Bill Gates’ long-term Internet effect example, means that business decisions about the Internet will not necessarily show short-term gain, but will show “profound” gain in the long term.

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CEW 3 Perspective 400

We often learn how to look forward by first looking back, or at the very least we realize that despite our best efforts we have not truly advanced quite so much as we had thought. Sure, technology is rapidly advancing. That’s beyond question. But what about our approach to selling it? Have we changed that much in the last 20, 40, 60 years? Inevitably there have been advances and changes in marketing, the Internet causing the biggest shift, but many of the concerns and directives that have driven the distribution and marketing of industrial electrical products remain, or at least planted the roots of the concerns of manufacturers and distributors today. 

To gain perspective of the perceptions and directions of electrical product distribution in 1960, we turn to Edwin H. Lewis. In 1960 Lewis published “The Distribution of Industrial Electrical Products” in the Journal of Marketing.

To fully define electrical product distribution in 1960, Lewis broke his study into several categories. We will follow his direction and provide his insights on the industry in each of the categories he identified.

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Looking Back

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Ms. Levy, a pre-med student from Toronto who recently received her BA in Biology while attending Yishiva University in New York.

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Looking BackLooking BackIn the 1930s to 1940s, CEDA’s Western Canada membership was very stable with old line independent companies like Horsman, Ashdowns, Brettell, Marshall Wells, Electrical Supplies Ltd., etc.

Small electrical distributors just were not acceptable for membership as they did not carry the main-line manufacturers’ goods, publish a wiring device catalogue, or employ four to five salesmen as CEDA requested.

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Copper $US Dollar price per pound

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