Brilliant, a maker of smart home controllers and smart light switches, has run out of money and is in the process of being sold. CEO Aaron Emigh confirmed in an interview with The Verge that the company has let go of most of its staff, closed its support center, and stopped selling its products. Existing devices are still functioning, but the future of the company’s servers is uncertain. Current customers are assured that everything is still working, but the company is actively seeking a buyer to secure its future.
Users started to notice issues with Brilliant last week when products became out of stock and customer support was unavailable. Emigh has stated that the company is not selling any new products until its future is determined. If a buyer is found, there is no guarantee that functionality will remain the same. With the servers potentially going offline, customers could lose access to various features such as cloud-connected devices and app control. The company’s high-priced products struggled to attract enough customers, leading to its downfall.
Brilliant manufactured smart light switches that could control existing lights and other connected devices through a touchscreen panel. The company aimed to solve issues of compatibility between devices and provide an easier way to control smart home features. However, with slow growth in the smart home market and high prices, Brilliant faced challenges attracting customers. Emigh believes they were ahead of their time and could not compete with larger companies offering more affordable options.
Cost was a significant factor in Brilliant’s failure, as their products were priced between $399 to $549 per switch. The company was unable to lower prices due to macroeconomic factors and supply chain issues. Although they had plans for a more powerful and affordable next-gen device, external pressures forced them to raise prices instead. Interoperability issues, such as voice control restrictions, also hindered the company’s growth as they aimed to work with all platforms but faced challenges in doing so.
Despite its struggles, Brilliant’s abrupt suspension of sales and support came as a shock to customers. Emigh attributes this to his optimism about securing an acquisition deal until the last minute. The company is now focused on selling its assets and maintaining operations until a buyer is found. While the smart home market continues to evolve, Brilliant’s lack of functionality and high price point ultimately led to its demise. The hope is that under new ownership, the product may still have potential in the ever-changing smart home industry.
In conclusion, Brilliant’s journey highlights the challenges of pioneering a new product category in a slow-growth market. The company’s ambitious vision for smart home control devices ultimately fell short due to pricing, interoperability issues, and changing market dynamics. As the search for a buyer continues, current customers are left with uncertainty about the future of their devices. While there is potential for the product to evolve under new ownership, the reality is that Brilliant’s legacy may be that of a product ahead of its time and unable to sustain itself in a competitive industry.