Can Terk Strike Again with T2?
By introducing a "wow" factor into areas of the installation that the consumer sees, but doesn't necessarily interact with, T2 hopes to provide the installer with visual evidence of the premium nature of its services. Many installers will tell you that some of their best referrals come from customers who have been impressed by a beautiful wiring job. In the mobile installation world, this concept has been a guiding prin-ciple for decades, and residential installers have lately been picking up the cue. An impressive-looking "can" at one installation can often result in an enthusiastic recommendation for another. Says Keys, "Anyone can source a product. But the level that we're taking this to is inspiring."
The initial T2 products will span the range from modulators, splitters, diplexers and multiplexers. In some cases, several solutions are designed into the same product, which reduces inventory loads and hassles in the field, not to mention labor costs. According to Keys, "Lost time is worth about $1 per man
per minute, typically speaking." A major part of T2's value proposition is that it will help reduce ineffic-iencies in the field, while at the same time, help to manage inven-tory dollars. Keys believes the market will quickly come to understand the premium that T2 is off-ering. "When the 'A' players accept us," he says, "we believe the business model will sell itself."
To Keys and T2, the business model will have both immediate and longer-term benefits. Terk has a strong foothold in the consumer market, and the technological concepts that T2 will bring to the professional installer will ultimately benefit the rest of the company's product development. Keys explains, "The CEDIA market is about three years ahead of the consumer market. For us, this is like what the racing world does — serve as a sort of test bed before the concepts trickle down to the consumer market." With a strong presence at both the consumer's roof-top and set-top, Terk's synergy with T2 is obvious.