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Corporate Fact Sheet


Smarthome/INSTEON is the world's leading technology inventor, product designer, manufacturer and online retailer of home automation products for the mass market. The company was founded in 1992.

Joe Dada, founder and CEO, is a formally trained engineer who realized that these types of products would not be adopted by the masses if they were too expensive or too difficult to install. Dada overcame this perception by offering a catalog with simple, convenient and inexpensive products to customize and automate the home designed for the average consumer

Smarthome.com now sells over 15,000 products in the areas of lighting control, whole-house automation, security and surveillance, home entertainment, gadgets and pet care. Smarthome's mission is to "make life more convenient, safe and fun." Smarthome ships to over 110 countries. Customers can order at www.smarthome.com, by catalog/phone or by visiting the company’s Retail Store.

Smarthome products allow consumers to automate their homes affordably and easily with average price points well under $50. Most applications are designed to make life more convenient, including controlling a wireless thermostat from bed, the audio system from any room in the home or pre-setting a floor warmer to turn on before the alarm clock goes off. Smarthome provides consumers peace of mind with products that safeguard the home whether the occupants are there or not. Smarthome offers products that can turn on house lights upon arrival, allow residents to see on television a visitor at the front door and notify the absent homeowner through e-mail if the system detects motion in the house or water in the laundry room. For fun, the company offers a variety of home entertainment devices as well as automated gizmos and gadgets designed specifically for kids.

In February, 1995, SmartLabs' Smarthome became an Internet pioneer by launching one of the first e-commerce sites on the Web. By the end of summer of 1995, Smarthome.com had a full-functioning e-basket and search engine, which it continues to build upon today. The company credits its early success to the fact that many early Internet enthusiasts were also early adopters of home automation technology and gadgets.

During the dot-com era, while most businesses were marketing themselves as e-commerce sites, Dada was being pressured by investors to eliminate the Smarthome print catalog and exclusively become an online retailer. Dada and his team believed the Internet was an effective means in reaching additional customers and simplifying the order process. However, they also believed that most of the company's online orders were catalog-induced. To his credit, Dada continued the print catalog and was proven to be correct when other purely e-commerce sites disappeared.

In 2005 the company unveiled INSTEON, the world’s only dual-band (RF + powerline) home networking technology. INSTEON is the gold standard in home automation, offering reliability rates of up to 100 times that of single band networking technologies.  The company now also designs and manufactures over 200 INSTEON products. These products are available on smarthome.com as well as hundreds of other retail locations including Best Buy and Amazon. A growing list of third-party manufacturers also support and/or manufacture INSTEON-compatible products.

Smarthome/INSTEON is the largest, real success story in the area of affordable home automation. 


16542 Millikan Avenue
Irvine, CA 92606-5027
phone: 949-221-0037


Smarthome currently has 100-500 employees.

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