August Refreshes Line of Smart Solutions, "Double Down on Dealer Commitment"
August has refreshed their offerings with an entry-level no-frills lock, a professional counterpart loaded with features, and a day-and-night security camera that plays nicely with both.
Including a dealer-only SKU and permanent residence in big boxes across the nation, the security company operates in a curious balance, occupying the DIY, DIFM, and pro-space, whose success is a testimonial to both their market dominance and quality of solutions.
New Look, Same Ambitious Goals
Following the success of their smart locks, August's new line feels like more of the same in the best way possible. The company has introduced DoorSense, an integrated sensor that not only tells the homeowner if a door is open or closed, it is also proprietary to August.
Looking at the Smart Lock Pro, August has bundled Wi-Fi, HomeKit, and Bluetooth support - adding Z-Wave integration for the first time. The retail version includes a Wi-Fi bridge and an MSRP of $279, but the dealer version nixes the bridge in favor of a lower price point. August's Smart Lock is a no-frills entry-level lock, reflected in the $149 price point.
By connecting to a home network, the Smart Lock Pro has significant upgrades to the information it gives homeowners. Active Monitoring will provide alerts to when the door is open, when it was last opened, and if it is currently closed. It can also be used to give guest passes that can expire at any amount of time or remain locked for a specific amount of times.
The $199 Doorbell Cam Pro rounds out the newest offerings, letting homeowners see and talk to visitors, as well as let them into their home all from one screen. A built-in flood light can be motion triggered to scare intruders or provide nighttime lights. A new feature, HindSight, records video including a few second buffer when motion is detected to tell a full story.
Both the Smart Lock and Smart Lock Pro are available now, with the Doorbell Cam Pro getting an October 10 release date.
Double Down on Dealer Commitment
August was first spotted at CEDIA last year, showing off a handful of goodies, soon after making an appearance at ISC West earlier this year with the Z-Wave ready August Smart Lock Pro.
Although they stray away from the word exclusive, August does have a dealers-only SKU that gives the full functionality of the Smart Lock Pro - minus the connecting bridge - because they feel that most dealers use their way of connecting the lock and it lowers the price point.
"I think there's a commonality in DIY companies that have gone to retail and then worked to get into the pro-space," said Mike Buckingham, director, August Pro for August. "Companies like Nest and Sonos have since laid that groundwork, but five years ago, this would have been really tough. So, we're doubling down on the dealer channel commitment."
That doubling- down has materialized in the form of a Z-Wave connectivity, something Buckingham said was a constant ask from the 1,000+ dealers in the August program. There are also a handful of control companies working with the locks that are, for the most part, ready to go live barring the formal announcements.
"We are partnering with every major security partner, manufacturer, and cloud provider that can provide connectivity for August locks natively," Buckingham said. "It's all the familiar names on the market."
"That's what really sets us apart," he added. "The Z-Wave piece is something we had been hearing from our dealers ... Now [dealers] can natively connect our lock into whatever system they are already using."
August is also excited about their "expanding footprint" as they continue to grow across the nation with new distributors and dealer partners offering a broader portfolio of home security solutions with each passing year. Buckingham points to both the availability of their products and the frictionless process of bundling all their solutions together for a homeowner who may only have one part of the keypad, smart lock, and smart doorbell package.
In its current iteration, August excels at being a Venn diagram for every market. Thier success on the retail side is only further proof that their product not only works, but is a trusted name in the market.
"We've been selling products for three years," Buckingham said. "We are the best-selling smart lock in our category for Best Buy and Amazon. There's a lot of trust there for customers and dealers. A lot of the CEDIA dealers that we have been working with appreciate August as a full system for home control. It's not just the lock, its the second generation doorbell as well. Along with the keypad, we offer a complete solution."
"It all works together," he added. "It's part of the overall mission for us."