We are agents, not subjects.
We are not merely observers of the home technology (r)evolution; we aim to be its architects.
At Genesis HTA, we believe the future isn't something that happens to us, but something we actively build. Together. We are focused not on where the market is today, but where it will be tomorrow.
We see a future where technology seamlessly integrates into the very fabric of our lives, enhancing every aspect of the home experience. This vision is not a fantasy; it's a tangible reality we are creating, brick by digital brick.
We invite you to join us in crafting the future as well as bringing this future to the present.
The evolving landscape
The home technology industry is not only growing rapidly but is undergoing a profound transformation. It's no longer about isolated gadgets; it's about creating intelligent, interconnected ecosystems that elevate the way people live, learn, work, and play at home. To understand this evolution, it helps to look at things from a user experience perspective and look closer at the following 10 drivers shaping homes of tomorrow.
10 Drivers of the connected home (in Europe)
1. 🌌 Omnipresence of Technology: Technology in the home is no longer considered luxury, it is now as fundamental as electricity. And just as electricity evolved from a novelty to an indispensable part of our modern lives, technology is becoming inextricably woven into the fibre of our homes. This trend is accelerating with each passing year. Examples are the rapid adoption of connected smart appliances, electric cars, and bikes as an extension of the connected home. In Europe we can safely add the proliferation of energy management in all its dimensions in our homes. (1)
2. 🔵 Convenience as the Prime Mover: Convenience is the ultimate currency in the modern world. Technology must simplify and enhance our lives, not complicate them. From automated lighting systems comprised of lighting, shutters, blinds, and curtains that adjust to our circadian rhythms to smart thermostats that learn our preferences and increase our comfort as well as optimize energy consumption, the key to adoption lies in creating solutions that are intuitive, effortless, and seamlessly integrated. Technology needs to elevate the way we live, work, learn, and play. (2)
3. 🧱 Rise of the Intelligent Infrastructure: Behind every smart home lies a robust and intelligent infrastructure. This includes advanced electrical systems, high-bandwidth networks, and seamless integration of low-voltage systems. More on this topic in a previous article “Four layers of Home Technology” and how it relates to the essence of home technology. (3) (4)
4. 🧰 Professional Installation as a Cornerstone: While DIY solutions have their place, the increasing complexity of home technology demands professional expertise. Integrating diverse systems – from AV and HVAC to energy management and security – requires specialized knowledge and experience. The opportunity cost of time for premium and luxury homeowners makes professional installation essential. Professionals need to be involved with the design process as well as the delivery and service. This is a fundamental shift in the market for home technology as products are now building blocks while expertise in delivering a truly connected home is what homeowners value more than ever. (5)
5. ⭕️ Move from technology products towards connected systems and solutions: Homeowners appreciate the value of a system approach in home technology. This requires integrators to become home technology architects and evolve with their clients needs. Being a mere installer of technology products like a TV or a car charger is not sufficient anymore. An example is people wanting a home automation system to create automated lighting, HVAC and shading solutions, all while monitoring the energy consumption, savings and generation in real time. (6)
6. 🤝 Service-Oriented Model: The relationship with the homeowner doesn't end with the installation. The future lies in offering ongoing service and support, ensuring that the technology continues to perform optimally and adapt to evolving needs. Think of it as a concierge service for the connected home. A service that is often delivered proactively as well as remotely.(7)
7. 🔘 Importance of Simplification: Complexity is the enemy of adoption. We must strive to simplify the design, installation, and operation of home technology systems. This requires a focus on intuitive interfaces, pre-configured solutions, and automated processes. The way humans interface with technology will remain one of the most important pieces of the home technology stack. Consider the rise of "one-touch" or even predictive control systems, which allow users to manage multiple devices, scenes, and systems with an interface so intuitive they become obvious yet invisible. (8)
8. 💎 Beautification as a Catalyst: Technology should not only be functional but also beautiful. Seamlessly integrating technology into the home's aesthetic, enhancing its visual appeal, and creating a sense of harmony are key to long-term customer satisfaction and brand loyalty. Examples include invisible speakers that blend seamlessly into walls and ceilings, or motorized shades that disappear into architectural pockets when not in use. Timelessness, customer love, as well as profitability reside in beautification. (9)
9. 👩🔧 Labour and Skill shortages: Installation companies will increasingly need both hi- and low-voltage skills and installers. The growing demand for home technology together with the diversity of systems, will increase the shortage of skilled labour and will transform professional installation companies. Pre-2010 system integrators “owned” the smarthome project and were outsourcing work to electrical companies. Since then, we are seeing electrical engineering companies handle the majority of the project themselves while only outsourcing the occasional home cinema room or one-off complex element to specialist AV integrators. In addition to this tectonic shift in the type of professional taking charge we see more and more companies looking to source products, services, systems, and solutions that require less time and complexity. This allows companies to work with fewer and less experienced installers. We see for example installers moving away from building a custom rack from scratch, and choosing to use preconfigured racks to shorten install and configuration time while reducing errors and complexity dramatically as well. It is also why we see a rise in installers adopting simple to configure and ultimately autoconfiguring systems. Manufacturers take note. (10)
10. 🤖 Data-Driven Personalization using AI: Imagine a home that truly gets you. The future of smart homes is personalization: using data to anticipate your needs and make life easier. Think of lights that adjust to your mood, or a home that charges your electric car based on your calendar and energy use, making use of all the solar power generated. It's like how Netflix suggests movies you'll love – but for your whole home. The power and possibilities as well as the privacy and ethical challenges of implementing data-driven personalization using AI in homes of tomorrow will be shaping the future of the connected homes of tomorrow. Some see Europe as exceptionally well placed to face these challenges and bring technology to homes that truly elevate the way we live, work, learn and play.
Join us in building a better tomorrow
At Genesis Home Technology Architects, we are committed to bringing the future to the present.
A future where home technology elevates the way we live, learn, work and play in our homes. That is why we continue to build partnerships, implement technologies, and foster expertise to create truly connected and human-centric homes of tomorrow.
If this sounds like you, reach out and join us on this journey.
Together, we will make WOW the standard in homes of tomorrow.
Disclaimer (or Not):
This whitepaper is unapologetically written for the express purpose of influencing your investment and business decisions. Every chart, opinion, and forecast herein is meant to be pored over, debated, and—yes—acted upon. We fully expect you to consult this document before making your next big move in the home technology industry. The views expressed are not just our own—they’re the ones we hope you’ll share after reading. If you’re looking for a reason to change your product roadmap or business strategy, you’ve come to the right place. Proceed accordingly.
References:
(1) In 2024, approximately 38% of households in Europe had at least one smart home device, a figure projected to climb to over 60% by 2028 (Source: Statista). This adoption curve mirrors the rapid expansion of internet access in the late 1990s, where initial skepticism quickly gave way to widespread adoption as the benefits became clear. According to Consumer Electronics Association, 94% of luxury home builders consider smart home technology integration important and rely on professionals for the design, install and service.
(2) A survey conducted by the YouGov market research institute on behalf of BSH across 12 European countries found that convenience was a decisive factor for four out of ten (40%) owners of smart home appliances when purchasing these devices.
(3) More on the role of intelligent infrastructure and the 4 layers of home technology: https://www.linkedin.com/pulse/essence-home-technology-wim-de-vos-gbimf/
(4) Spending on smart home infrastructure in Europe is projected to reach approximately €38–€41 billion by 2027, fueled by growing consumer demand for reliable, high-performance connectivity and the proliferation of IoT-enabled devices. Sources: ResearchandMarkets; MarketDataForecast; MarketsandMarkets.
(5) Consumer Electronics Association reports that over 85% of smart home projects in homes of over 1 million €, are professionally installed and fully integrated, often by specialists that are not just trained but also certified. And the CEDIA 2023 Home Technology Professional Benchmarking Report highlights that over 70% of integrators now offer system design and consulting as core services, up from 55% in 2019. Specifically that “home technology professionals are increasingly expected to act as consultants and system architects, not just installers.” ℹ️: at Genesis HTA we call these professionals: “Home Technology Architects”.
(6) Statista (Smart Home Report 2024) reports that over 60% of European smart home users prefer integrated systems over standalone devices, citing convenience, energy savings, and automation as top reasons.
(7) The Smart Home as a Service (SHaaS) market, which is built on subscription-based models for smart home services, is experiencing rapid growth. According to Coherent Market Insights , the global Smart Home as a Service market is expected to grow from USD 14.2 billion in 2025 to USD 31.59 billion by 2032. This model typically includes subscription offerings for remote monitoring, device management, and troubleshooting, where the service provider handles installation, maintenance, and upgrades, making smart home management effortless for consumers. Further, Mordor Intelligence reports that the SHaaS market is forecast to reach USD 27.53 billion by 2030, with energy and utility management solutions—which rely heavily on remote monitoring and automated troubleshooting.
Statista also highlights that remote control and monitoring are essential components of smart home automation, underscoring the increasing demand for services that allow users to manage and troubleshoot devices from afar.
(8) Research from Klagenfurt University underscores that as smart home devices reach mass market levels, problems related to poor usability become more prevalent. The study notes that, similar to personal computers and smartphones, smart home systems with complex interfaces or too many features can overwhelm users, leading to dissatisfaction and reduced adoption. The authors emphasize that usability—encompassing simple functionality and user-friendly interfaces—is a key factor for the future success of smart home systems. Further a comprehensive review of smart home usability by Lavu Teofil highlights that perceived ease of use is a major determinant in user decision-making when choosing between systems. The study cites that “the big variety of choices, equipped with different options and features, will require more time for learning and accommodation, which in turn greatly limits the usefulness of new applications”. Looking at other technology industries we find very much the same evidence. For example in the automotive and smartphone sectors, similar findings apply: users consistently rate simplicity and intuitive design as top drivers of satisfaction. For example, studies on in-car technology show that systems with confusing menus or non-intuitive controls are a leading source of customer complaints and lower satisfaction scores (JD Power Vehicle Dependability Study, 2023).
(9) Houzz 2023 U.S. Home Technology Study found that 61% of homeowners prioritize the visual integration of technology during renovations, with many seeking “invisible” or “blended” tech solutions such as in-wall speakers and concealed wiring or electronics. Leading industry reports from Gensler, Houzz, and CEDIA all confirm that the visual harmony of technology within the home is a decisive factor for today’s consumers, especially in the luxury and design-conscious segments. It shows that beautification and seamless integration are not just trends—they are proven catalysts for customer satisfaction, brand loyalty, and profitability in home technology.
(10) USP Marketing Consultancy’s European Electrical Installation Monitor (Q1 2025) confirms that labour shortages are widely felt across Europe among electrical installers, including those working in HVAC and smart home systems. The report notes a growing demand for easy-to-install products and solutions, as companies seek to mitigate the impact of skill shortages by reducing complexity and installation time. This shift is driving increased use of preconfigured and prefab solutions, allowing companies to rely more on less-experienced installers and reduce errors and installation times.
(11) Insight Ace Analalytic´s - “AI in Smarthome Technology Market report” highlights that the global AI in smart home technology market is projected to surge from $15.3 billion in 2024 to $104.1 billion by 2034 (21.3% CAGR), driven by consumer demand for convenience, automation, and personalized experiences. AI enables devices to autonomously perform tasks based on user habits, preferences, and environmental data—such as adjusting lighting to match mood, optimizing HVAC settings, or scheduling EV charging based on calendar events and solar energy production. On Europe in particular Goover AI´s – “AI in Smart Home Technology 2025: Market Trends” states that Europe is particularly well-positioned to address these challenges, given its stringent privacy regulations (such as GDPR) and a strong emphasis on ethical AI. The European market is expected to set benchmarks for balancing personalization with privacy, ensuring that smart home technologies elevate quality of life while respecting user rights and data sovereignty.