Can Terk Strike Again with T2?
The exploding demand for custom installation and integration has brought a lot of me-too companies into the market, on the manufacturing side, as well as the installation and services side. With its pedigree of innovative industrial design and clever solutions for the consumer accessories market, Terk Technologies out of Commack, Long Island, has never been a me-too company. Its new T2 division, which is focused on high-quality signal management solutions, aims to bring the same level of product panache directly to the custom installer.T2, as both a product line and a business division, has been in a beta phase since last year's CEDIA, and will be shipping its debut products in July. Unlike the smaller competitors in this space, a company like Terk was able to invest about $1 million in product design, testing and proof of performance. The aim was to create a premium suite of components for the installer's everyday needs that reflected the com-pany's core philosophy of "the elegant solution," and to back it with an intimate level of customer support.
According to T2's Executive VP of Sales and Marketing, Greg Keys, the strategy is aimed directly at the top: "We understand that this is a different market," he says. "We're going for the top 150 integrators." To that end, T2 has put together a team of tech support that is active in CEDIA training, and carries the exceptional level of enthusiasm that the company believes will make for enduring and profitable relationships. As Keys describes it, T2 will be "a non-compensated consultant" to its customers.
The company has no plans to put the line into wide distribution. Primary customers will come from specialty C-tailers of the HTSA and PARA stripes, which the company believes represent the best relationships to the actual installers. The selling point to the installers themselves is a line-up of creatively conceived signal management solutions that solve common problems with a flair, and in the process, save time, reduce SKU counts and provide the end consumer with something that looks sexy, and that reflects well on the installer's work.