Video doorbells entered the market in 2012 as a new form of networked video product (IP connected camera) from a couple of startups that went on to become major brands while also being emulated by a variety of manufacturers. By 2016, approximately 1.5 million video doorbells had been sold as the product began a dramatic uptick in consumer awareness and purchasing. By the end of 2019, 11-12 million video doorbells had been sold.

Video doorbells were first positioned as security devices supported by a value proposition based on the owner’s ability to remotely answer the door from anywhere. This feature benefit was focused on discouraging would-be intruders by simulating occupancy and enabling 24/7 awareness of who is at the door from anywhere. Manufacturers understood that security use cases resonate strongly with consumers and are one of the biggest drivers of smart home purchases.

Over time, the value of a video doorbell has been greatly broadened into everyday use cases that have exponentially increased value perceptions:

• Monitoring package deliveries for timely removal and protection from porch pirates
• Monitoring the arrival of food delivery and other services.
• Peace of mind in knowing when the kids arrive home from school of when teenagers come and go at night
• Monitoring front yard and pedestrian traffic on nearby sidewalks or cars that park in front of a home
• Monitoring solicitors and warning neighbors of nuisances
• Monitoring condition of home and neighborhood during natural disasters (wild fires, floods, hurricanes)
• Monitoring and enabling access control for elders and those living with disabilities who have home health providers and other third-party services entering the home.
• Increased integrations with other smart home devices enables video doorbells to trigger outdoor and indoor lighting, door locks, sprinklers, alarms, thermostats and more, increasing their value.

The success of video doorbells as a new product category can be largely attributed to their manufacturers’ ability to expand their use cases from outlier events to everyday events, which greatly strengthened their value proposition. This is a word to the wise for all smart home device makers.

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