SMARTHOME.COM: Co-founder Joe Dada Presents at VentureNet'99

    IRVINE, Calif., June 2 /PRNewswire/ -- What do you get when two engineers
 with MBA's meet in the early 90's, go entrepreneurial with a small catalog
 company, and accidentally discover the Internet?
     Nothing short of 24-hour on-line access to the world's largest supply of
 'smart home' products that give customers remote and automated control of
 everything from home temperature and home theater to the security camera at
 the front door and Rover's locked doggie door.
     In 1992, Joe Dada and David Tan launched a fast-growing
 Internet-based supplier of "smart home" products.  Dada spoke at
 VentureNet '99, discussing the company, its current market position, and plans
 for growth.
     In the seven years since (then known as Home Automation
 Systems) offered its initial line of about 100 products, the company has grown
 exponentially.  Already a leader in the home automation market with nearly
 3,000 products, plans to expand its product line to more than
 20,000 high-tech electronic products, becoming a sort of ""
 high-tech electronics for the home.
     Around 80% of the company's current sales are credited to its Internet
 presence (the rest come from its quarterly catalogs).  Success as an Internet
 business came from's early entry into e-commerce in 1995, when
 Dada and Tan accidentally "discovered" the Internet while playing around with
 an electronic bulletin board system.  At the time, the Internet was still
 relatively undeveloped for commercial purposes, so the company had to develop
 much of its own software and hardware, including a commercial shopping basket
 system.  This proprietary infrastructure, still in use today, gives a tremendous competitive, advantage by allowing its website to
 do things that others using off-the-shelf packages cannot.
     Most customers visiting are upper-middle income
 homeowners who want the "home of the future." provides access
 to affordable high-tech products that are relatively easy to use and install.
     The company plans to increase its product offering nearly seven-fold in
 the next five years, by expanding into the newer-technology end of the huge
 consumer electronics market and taking advantage of the anticipated explosion
 in the home automation industry.  Huge growth in the home automation industry
 is likely to be the result of initiatives to create communication standards
 and open protocols for home electronics, currently being led by such industry
 giants as Microsoft, Intel, Compaq, and Mitsubishi.
     Dada has been seeking out investors to fund the company's growth, with the
 potential for an initial public offering in the future.  "As the industry
 changes," Dada emphasized, "we want to be properly positioned to take
 advantage of the resulting opportunity."


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