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Inside this edition In Review

Articles 17 Organizations At Risk After ALM’s

Sale to MicroFocus Scott Johnson

20 Service – Just What Is It Anyway?

Jey Dharmaraj

23 What Is Modern Marketing?

Marnï Melrose

24 A Backup Related Article That

May Ruin Your Sleep Stefan Kanitz

3 FIBARO 4 Node-ify 5 PHILIPS 6 PhoneSoap 8 Shepherd 9 motorola 10 Toucan 11 wayzn 12 BenjiLock 13 playbrush 14 Incredible Products 16 D3 Products 18 Casio 21 Jasco 28 SkyBell HD

Carmine De Santo publisher@iBusinessmag.com Publisher & Senior Editor Tara Rayner admin@ibusinessmag.com Assistant to Publisher Alex De Santo Editor@iBusinessmag.com Senior Editor Ele Mansouri assistant@iBusinessmag.com Executive Assistant JC Seymour chiefeditor@iBusinessmag.com Editor-In-Chief Zoi Sotirakos production@iBusinessmag.com Production Manager Giuliano Rosati graphics@iBusinessmag.com Creative Director Jose Seymour pr@iBusinessmag.com Press Releases & Public Relations Joe Galati reviews@iBusinessmag.com Product Review Specialist Dave Park, Terry Jarrell reviews@iBusinessmag.com Product Review Specialist iBusiness Magazine Apple Solutions for Business iBusiness Magazine ISSN (Print): 2157-6629 & 2157-6637 (Online) is published bi-monthly by Loop USA Inc. If you would like to subscribe to iBusiness Magazine both print & digital Editions, please visit http:// www.iBusinessmag.com/iBusiness_Magazine/Subscribe.html

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In Review

Fibaro offers a complete smart home automation solution. You can The system can control almost any home automation task, from security and alarms to temperature scheduling and leak detection. Designed to ineven have their system installed by a professional team. tegrate with an APP for both iOS and Android, the system also works with Their system includes a wide variety of devices including: Apple Homekit, Amazon Alexa, Google Assistant and Zwave.

• Light switches, dimmers and color controllers

• Wall Plugs

• A “Smart Implant” device (that adds smart capabilities to almost any appliance or device)

• Motion Sensor

• Door and Window Sensor

• Flood Sensor

• CO2 Sensor

• Swipe controller

• A Key fob

• “The Button”, a simple control switch with almost endless possibilities

• Home Center Lite

• Home Center 2

• Home Center 3

The system is simple to use and can even be controller with Messenger, just send the system a message to login. FIBARO Smart Home Bot becomes a contact you can send messages to and control the system. The system is more complete than offerings form other manufacturers. For example, instead of just alerting you when there is a leak, it can actually include a valve that shuts off the water supply. Other uses include tying into your home music system, and awakening you with your favourite music. Blinds gates and windows call all be controlled by the system. Including pre-programming events such as opening the blinds at dawn, or closing the windows when rain is forecasted. With the CO2 sensor, blinds and windows can automatically be opened when CO2 levels are too high. An alert will also be sent. In a business setting the system could be used in a boardroom. One command could dim the lights, close the blinds and prime the sound system for a presentation. The Fibaro system also works with devices from other manufacturer’s from smoke detectors to televisions. A complete list as well as a forum and FAQ’s are available on the website.

The Home Center devices are smart gateways that allow you to control the entire system. https://www.fibaro.com/en/ Fibaro is a very customizable system, install only the components you need, you can add on to the system as your needs change.

In Review

Currently you can purchase almost any device as a “internet of Checking to see if a gate, window or garage door was opened or left open. things”, or “IOT” enabled device, even entire brand new homes are being Place one under your dog’s water dish, to alert you when it was empty, and sold as “Smart Homes”. However as this technology is very new, many of even let you know how much water your dog drank. us own “legacy” devices, that predate this trend. The possibilities for this device are nearly endless, they even suggest a senIf you do not want to replace all your devices Palo Alto Innovation has an sor under your child’s toothbrush holder, so you could tell by weight if the answer with their Node-if Axon. An industry first, it is a universal sensor toothbrush was lifted or not. that makes almost any device into a smart device. These sensors are less expensive than replacing your current devices with The device is small and puck shaped, it uses low energy Bluetooth to con- IOT enabled devices, as well they can be repurposed around the home, as nect to a smartphone via an APP. This means it has a very long battery life, needs change. and can automate almost any device. They can be added to your automation plan at any time, so there is no need It can sense temperature, presence of water, light, humidity, touch, move- for a large up front cost to purchase an entire system at once. ment and weight. The possibilities with this sensor are almost endless. At the time of this article the devices are coming soon, but you can sign up Palo Alto suggests monitoring the temperature in your refrigerator, so you on their website for product announcements at: would be alerted if it where no longer cold enough. Or using a sensor to alert for water leaks say around a washing machine or hot water heater. https://www.node-ify.me

In Review

Phillips has been a trusted name in products for the home for years. machine. The machine will let you know when it’s AquaClean flitter needs Known for their high quality computer monitors and televisions, consum- changing. ers may be surprised to know the wide range of electronics they offer. The Quick Heat Boiler means coffee is ready quickly, this is due to the aluThey offer a complete line of products, featured today are a Sonic tooth- minum and stainless steel used in the coffee makers construction. brush, Smokeless Grill, Espresso Machine and a Soup-maker. The Philips Soup Maker is a unique kitchen appliance. To create delicious Phillips states that the Sonic Toothbrush offers 10x more plaque remov- soup, it has six presets, including a cream based setting. You can create al than a regular brush. Sonic technology is used to pulse water between pureed soup, chunky soup, cold soup, smoothies, and with a special built in teeth for a more thorough clean. As the toothbrush connects to your heating profile, milk based soup. smartphone with an APP, a progress report guides you to improve and You can even use this device in place of a normal blender. maintain healthy brushing habits. The toothbrush also features a warning when you are brushing too hard. It has built in blades with a special “Z-shaped” design that allows you to The toothbrush operates on three intensity levels for either deep cleaning, create perfect soup in as little as 18 minutes. or a gentler touch for more sensitive users. The soup maker holds just over a litre so it can make a meal for two people, or appetizers for four. It is completely automatic, no stirring or monitoring needed. Including with the device is a 38 page recipe book so you can be making delicious soups in no time. To learn about all these devices as well as Phillips complete line of product visit them on the web at: https://www.usa.philips.com

The APP is tied to the device, so you do not have to carry your phone into the bathroom when brushing. Reports are available on the APP at any time, and include a wear level indicator for the brush head so you know when to replace them. Phillips smokeless grilled, allows your to enjoy grilled products year round indoors, without charcoal or gas. It uses infrared technology, and heats quickly. It is practically smoke free, Phillips states it generates 80% less smoke than traditional products, and the infrared heat can get up to over 440 Degrees Fahrenheit. The grill is made of aluminum and a non-stick surface. It is easy to disassemble for cleaning and dishwasher safe. As well oil and grease fall into the drip tray for healthier eating. Phillips is also a manufacturer of Espresso makers, with stand out features making them a wise investment for coffee lovers. Their design means you can make 5,000 cups without having to descale the

In Review

PhoneSoap, is powerful effective germ killing device. To use, place your phone, remote, keys, tablets or any other commonly handled object inside. The manufacturerâ&#x20AC;&#x2122;s testing this device on keys, Apple Watches, and headphones. Close the lid, and the device will cycle a powerful UV-C light, killing 99.99% of household germs. When the blue light turns on the cycle is complete and your device is clean. Germs are destroyed by UV-C light, because it breaks down their nucleic acids, and breaks apart the DNA of bacteria. With the DNA broken down, bacteria cannot reproduce or function and these organisms die. In their testing PhoneSoap researchers found the device effective against the following:

Escherichia coli (E. Coli)

Salmonella typhimurium (Salmonella)

Staphylococcus aureus (Staph)

Methicillin-resistant Staphylococcus aureus (MRSA)

Influenza A H1N1 (Flu)

Rhinovirus (common cold)

I can see this product being useful in families. In my own family, I have a very difficult time convincing my children not to use their phone while they are eating. Parents could sanitize phones when they are taken away for the night, and return them cleaned. Companies that share cell phones among their employees could also benefit from using this device. To learn more about PhoneSoap visit them on the web at: https://www.phonesoap.com

In Review

When you think of a German Shepard, you think of a dog that is alert, You control access through an APP even allowing friends and family to ready to protect your home and the slightest noise. Shepherd Lock, is an AI control the lock, setting time and date parameters when they have access. assisted lock that protects your home. There is also a Wi-Fi bridge with bluetooth technology that allows you to Shepherd Lock is the only smart lock currently that not only can detect control the lock over the internet from anywhere in the world. lock picking attempts but stop them. It changes your existing lock into an AI powered sensor that identifies burglary attempts, informs you, and dis- Installation is fast and simple as well. No need to drill holes, and you utilize your existing lock, you can still unlock your door with the key if you ables the deadbolt. choose to. The lock is controlled either by your smartphone or the presence of a key fob, specially designed to go with the system. It does away with the anti- You can learn more about Shepardlock on the companies website at: quated thumb-turn style lock. https://shepherdlock.com It will only open if you are within range of the lock, and you do not need to take your smartphone out of your pocket or bag to activate it.

In Review

For years Motorola has been trusted by the military and police forc- net it also alerts the owner via their smartphone in real time. es to provide high quality communication equipment. Now Motorola has taken the same high quality approach to manufacture two options of safe The safe also features a medication reminder system. If the safe is not accessed in the half hour window allotted to that dosage you will receive a models for both consumers and business owners. reminder to your smartphone. This would help people who take medicaThe safes come in two models, the BOLT Smart Safe, and FLEX Smart Safe. tion to remain compliant while still being able to safely store their medication. A current common problem for parents, is young people helping Both safes are registered and can be controlled by a smart APP. The APP is themselves to their parents pills, for recreational purposes. Not only available both for Android and iOS. does this safe prevent that, it ensures the owner still takes their pills on time, with a reminder that is only active when the safe is not opened to A key is included for opening the safe in the event of forgotten passcode dispense medication. or lost APP access. As the safe is connected to the internet you can remotely unlock it with The FLEX model features and expandable wing that allows it to be installed the APP, to grant someone access. From the APP you get real-time alerts, in cabinets, drawers and shelves. It is designed to be installed without the notifications and reminders. It is easy t manage your safe from your smartuse of tools, or adhesive. You don’t have to drill holes to install, and it can phone. You can also monitor the remaining battery life of the safe from be removed with no damage. It can be installed up to 22.6” inches. It can the APP. You can share access to the safe with other users, as well as letting also be removed quickly with a quick release wing lock. It can also be uti- the safe send alerts to other users. This would be useful in a business aplized without the wing say when traveling. plication where you would expect to have more than one person accessing the safe. Through the APP you can also setup a calendar, and custom reThe FLEX can also be installed inside a drawer, however you would want minders. As an internet of things device, you can also update your safe’s to ensure the tamper detection system is shut off, so that it does not alert firmware from within the APP. You can also contact the Motorola support when the drawer is opened and the safe senses it has been moved. team through the APP. When not in use, the safe will go into a sleep mode where it consumes less power. It is not connected to the internet at these times, but it is still fully armed and sensing, for security purposes. It also does this partly to ensure someone is physically in front of the safe when it is being opened. Sleep mode also saves power, when the safe is not being accessed.

Besides being an internet connected safe, it also features, a local Piezo siren that is very loud. A water resistant keypad, and a humidity resistant compartment inside. To learn more about these safes, visit Motorola’s SmartSafe website for them at:

The safe includes an accelerometer that detects movement in all three directions, it also senses vibration, shock, motion and free fall. It has a siren https://www.smartsafe.com and less to alert the owner to tampering and as it is connected to the inter-

In Review

Vupoint Solutions sells their smart home products under the The APP also allows you to access multiple cameras. For example you can have a camera at both your front and side doors of your home. “Toucan” brand. One of these products is a Smart Sconce Light. It is battery powered and uses multicoloured LED’s. In fact you can use the devices APP, (available for iOS and Android), to set the light to one of 16 Million colours as well as set its brightness level.

It also features a microphone and speaker, so you can hear and talk to anyone at the door.

The camera is installed drawing power from your porch light that is already there. To install, you remove the existing light bulb, and screw in the smart Not only can you control that light from the APP, it is also controllable be socket. Then screw the lightbulb into the smart socket. A USB cable runs either Amazon’s Alexa, or Google’s Assistant. Voice control the light to set from the device to the camera to give it power. The Camera mounts easily both the hue and level of brightness via voice control. Setting up the light using adhesive, so you don’t have to drill holes into your house. The mount is a simple as morning the enclosed decorative bracket, inserting the light includes a built in level, so you can ensure the camera is mounted correctly. up and control unit, and then placing the shade on top. Toucan has also partnered with Kuna ( https://getkuna.com/pages/kuThe APP controls functionality including setting color and brightness level. na-premium ), a company that offers monitoring functionality in a variety of plans. As well as options to set a timer or time of day schedule for the light. The APP also allows you to control multiple lights, if you own more You can use the APP without a paid plan for basic functionality, paid plans offer the options for longer time periods of recorded video, as well the abilthan one. ity to add more cameras to the system. As it is battery powered there is no need to locate the light near a plug, or have an electrician wire it in. This gives the light a portability for people You can learn more about Toucan products as well as Vupoint Solutions phone camera and computer scanner products division (Vupoint Share), who plan on relocating their home, or renters. on their website at: Toucan also offers a weatherproof outdoor security camera. It also has an APP for both iOS and Android. The APP allows for real time notification to https://www.vupointsolutions.com your smartphone when someone comes to your door. You can download events that are maintained in a secure cloud. The camera features both a motion detector as well as a loud siren alarm.

In Review

Life gets busy, but we love our pets. Waynz has come up with an automated sliding door opener for your pet, that solves the dilemma of letting your pet outside. The device is simple to setup, and does not damage the door or frame. Easy do it yourself installation, with minimal effort. In fact no tools are required for installation.

The sliding door mechanism is less expensive than traditional solutions like a flap door, and due to its design, can easily be moved out of the way when not in use. As well if you plan on reselling your home, or you are a renter, there is no damage to the door, just disconnect it and take it with you.

Waynz can be setup in a variety of ways, so it can be used in the way that suits you best.

Unlike a flap door or insert with Waynz you still maintain a high level of security for your home. Intruders do not have an entry point that a traditional pet door provides.

Motion activation can be setup, so that your petâ&#x20AC;&#x2122;s presence opens the door on demand. Note there is a safety feature wherein the door reopens if it The device works with most 5, 6 and 8 foot standard sliding glass doors. (check the Waynz website here for more info: https://wayzn.com/wayznsenses anything in the doorway when closing. door-opening-widths/ It can also be integrated with your Internet of Things devices, either with a smart tag on your petâ&#x20AC;&#x2122;s collar, or alternately hands free control with a Waynz retails for $399 and won a Consumer Electronics Show award Smart smart speaker, or even integrated camera control. Waynz also mentions Home Division Mark of Excellence. that features with other sensors are coming soon. To learn more about Waynz and to preorder yours, visit them on the The other option is to control the door with an APP and any internet cam- web at: era, so you can view and operate the door after receiving a motion alert. https://wayzn.com There are both Android and iOS versions of the APP.

In Review

BenjiLock + Padlocks offers two models of biometric fingerprint Benjilock was conceived of when its inventor Robbie Cabral was attending the gym. He noticed other patrons were forgetting their combinations, or enabled padlocks. losing their keys. After watching others go through the experience of havTheir 43MM Fingerprint Padlock, stores up to ten different prints, so mul- ing their locks removed with bolt cutters, Robbie had this idea. tiple users can open the lock. The lock also opens with a key. It is sold to be used for home, work, gym and school applications. It can operate for up Robbie was able to attend the “Shark Tank”, television show and secure to a year on a single charge. It is chrome plated and made with a hardened funding for his product. A true “American Dream”, Benjilock is now a steel shackle for security. The lock comes in either black or white models. trusted brand in major retailers such as Walmart, Ace Home Hardware, Imagine taking a lock to the gym that it as easy to unlock as your phone is. The Home Depot, Lowes. and many more. It is listed on their website to retail for $69.99 To learn more about Benjilock and Robbie’s story, visit them on the web at: The other model they offer is a TSA-accepted Travel Sentry® Approved padlock. http://benjilock.com It stores up to five different fingerprints, or it can be unlocked with a PIN code, rather than a key. It is also sold to be used for home, work, gym and school. It includes a rechargeable Lithium-ion battery. This lock retails for $49.99

In Review

As a parent I can attest to the fact that sometimes it is difficult to mo- completed a proper brushing. Through the APP it give s you feedback on tivate your children to brush their teeth. Playbrush addresses this with a pressure and cleaning speed, as well as battery level. The toothbrush also number of options for bluetooth connected brushing. Making brushing lights up to show you it is connected to the APP. fun with an iOS or Android APP. There are three cleaning modes: Clean, Sensitive and Massage; which are also controlled through the APP. The toothbrush is also stylishly designed Playbrush also offers models for adults. included a handle with a grip surface. It comes in either coral, mint or For kids the devices are colourful, and include the Smart One model, Smart navy colours. Sonic, and Smart. The Smart One is a designer sonic toothbrush with a coverage monitor. http://www.playbrush.com Smart Sonic, includes sonic technology to aid with brushing. The Smart, is a flexible attachment that combines with any childâ&#x20AC;&#x2122;s manual toothbrush to give it intelligent capability. The APP includes 12 different engaging kids games. Games include tooth fairies, airplanes, dancing, fighting, lasers, monsters and more. Allowing children 3 years and up to turn brushing their teeth into game time. The Bluetooth technology translates the bursting movements into the APP and gives kids feedback on their coverage, pressure, speed, duration and frequency. For adults Playbrush Smart One, has a light ring, four lights indicate if all four quadrants of your mouth have been cleaned sufficiently. It also offers vibration feedback as to when to change sides, and to signal when you have

Cover Story

Incredible Products® is building a professional destination platform where entrepreneurs and product creators from around the world can demonstrate, showcase and compete with their products. New product creators, entrepreneurs, collegiate business programs and industry professionals will find or acquire the needed services from around the world to help make their dreams a reality, from concept to distribution and sales.

sponsors, licensing opportunities nationally and International.

Incredible Products® will be collecting, aggregating, showcasing, and integrating qualified early-stage products and content from product creators, manufacturers, influencers, buyers, distributors, fulfillment houses, retail merchants, crowdfunding platforms, accelerators, incubators, V/C firms, industry service providers and collegiate business programs Inventors need efficiency, product visibility, and aspiring students interested or active in credibility and sales. While buyers, distribu- product development and innovation. Prodtors and resellers only have so much time in ucts are identified, qualified and selected, the day to find early stage quality products. awarding the finalists as a “Certified” IncrediIncredible Products will provide a mobile plat- ble Products, aligning with our brands values. form, giving creators and the industry remote A “category panel” will award the winners for access, 24 hours a day by using a “Swipe-able” Innovation Excellence. interface, and preselecting preferences to find the best products per category right now. Featuring the “best of the best” early stage products in their class worldwide. Simplifying product sourcing for buyers, new product introductions, market trends, and new product development, unifying a segmented industry. Like two sides of a coin, creators can showcase and promote their products and brands to the industry and its users, as Incredible Products® honors its creators, their products and their brands. Integrating our “best of the best” products from each category with-in online storefronts, popup stores, and retailers, boosting sales, enhancing brands while creating continual early-stage product and business opportunities for the industry.

Our products charter was established using foresight about users, partners, sponsors, funding opportunities, grants, and even national and international participation programs to accelerate business and category growth. We’re intend to be a “One-Stop-Shop” for early stage” and new products. “An online digital tradeshow for creator’s, and industry professionals, promoting new and early stage products from around the world”, says Dan Cwieka, founder of Incredible Products®. Users will know in seconds what the best products are, or whats trending, per category, separating quality products, boosting sales, brand popularity, and margins, transcending into multiple storfronts, pop-up stores and much more. We are focused on corporate and business development opportunities in tech, product and content syndication for online, print and broadcast publishers, corporate category

In Review

Intelashelf is a smart shelf that includes wireless charging, USB It would be a welcome addition to a hotel room, where space can be at based charging on a shelf with up to 33 watts of power. The fold down shelf a premium. is easy to use in either a couch or bed. It can be folded down when not in It is made for charging more than one device at once in any combination of use, for added convenience. wireless or USB options. The shelf also features a holder for either a drinking cup or a small It comes in either a standard version, or for children a Mickey Mouse verscale projector. sion or Toy Story version. Besides charging it all serves as an easily portable nightstand or snack tray. It can be moved with ease from either a couch or chair cushion or bed de- To learn more about Intelashelf visit them on the web here: pending on your needs. https://www.d3products.com

Organizations At Risk After ALM’s Sale to MicroFocus Scott Johnson

Long-time users of Hewlett Packard’s platforms, Application Lifecycle Management (ALM) and Unified Functional Test (UFT), should be concerned about the recent acquisition by Micro Focus.

Industry journalists have commented on this practice. IT Jungle’s article covering the Micro Focus acquisition of Attachmate features in depth coverage about debt restructuring and cost-savings; however, there’s no mention of future vision for the product. 5

Organizations that have invested capital, time, and manpower could be at significant risk if Micro Focus LackOfFeatureRoadmapAndServiceUpdates follows the same path of declining releases they’ve used Any organization that is heavily invested in a toolset should with other acquisitions. have exposure to future plans for that toolset. Micro Focus has a huge portfolio of products ranging from COBOL to Industry Adoption of ALM load testing. Many of these products are deeply entrenched Many organizations in diverse industries adopted ALM as in large organizations who depend on product features and their go-to platform for quality management of software. software updates staying current. Those same organizations have dedicated significant man- Unfortunately Micro Focus is completely opaque regarding hours customizing internal software delivery processes future plans for any of their offerings, making it challenging around ALM’s feature set, and integrating ALM into envi- for companies to determine if the toolset will continue to ronments, toolchains, and delivery pipelines. support their needs. Micro Focus’ product pages, documentation, and release notes make no mention of product vision Release History or current industry technologies and practices. Moreover, it’s HP has averaged one major and several minor releases per nearly impossible to determine a given product’s evolution, year since version 11 was released in 2013, as indicated by since release notes are not available to show release updates. HP data. 1 These major releases have included significant, new feature enhancements as well as bug fixes. Software Delivery’s Changing Nature Software delivery has undergone tremendous changes in HP’s Unified Functional Test (formerly Quick Test Pro) has the last five years. Globalization has driven down the cost of seen a similar cadence of releases. 2 both software and software services.

Staying Current With Industry Standard The Impact Of Globalization On Technology and Process Software Systems Ongoing support for key features and processes becomes critical to organizations aiming to keep pace with industry changes. It becomes an equally significant risk when vendors lose parity with evolutions in an organization’s technology and processes.

As CEO, Scott Johnson drives the strategic sales, marketing and financial direction to accelerate Zephyr’s growth. Scott has a proven track record of growing companies. Prior to Zephyr, Johnson was President and CEO of Social Solutions, where he exceeded the revenue goals and grew the company to more than 250 employees in three years. Before Social Solutions, Johnson led teams at Haley, Oracle and Curam Software. Scott is a proud father of 6 children and a giving philanthropist who founded Jehovah-Jireh, an NPO that has opened its first children’s home in 2014 Qwa Qwa, South Africa.

Customers of large software systems are much more educated than a decade ago; and those customers have vastly different expectations for quality, features, and pricing. Those same customers are also looking for far more capabilities from systems both on premises or in the cloud, as well as solid support for mobile devices.

ALM and UFT have a history of attempting to remain current with changing processes and technologies. For example, These demands put great pressure on software vendors and HP had continued support for newer versions of AngularJS internal software delivery teams alike. As such, software between ALM versions 12.01 and 12.53. 3 must be more flexible, more powerful, and ship value dramatically faster in order to maintain a high adoption rate. Moreover, HP has long-supported continuous integration environments for ALM and QC/UFT. Hudson, a precursor Teams Must Deliver Better Quality Faster of Jenkins CI server, was supported well before 2010, and Such drastic industry changes and high customer expectacurrent versions of both tools integrate into every modern tions has shifted the focus of many software organizations build system from Jenkins to Microsoft’s Team Foundation towards making improvements to their end-to-end delivery Server. process. Customer demand for frequent releases, coupled Enterprises have leveraged Scaled Agile Framework (SAFe) heavily to deliver value across their portfolios. For organizations looking to align their processes and tools, it’s logical that they look to incorporate ALM for similar results. Although there are differences between the two products, HP provides documentation and support for the Agile Manager component of ALM. 4

History of Micro Focus

For acquisitions, the Micro Focus business model cuts functions like sales, marketing, support, and other operations and transfers them to centralized, highly efficient departments in-house. While this can result in improved cost savings for Micro Focus, it also results in a loss of domain knowledge and expertise. Furthermore, it delays production of new features and service updates.

with an intolerance for low-quality software, has given way to long-overdue changes. Processes are being revised or altogether replaced for Engineering and Development teams, along with changes to departmental culture and delivery technology. To make value-based decisions, businesses need the ability to quickly extract data, parse it into meaningful information, and provide answers to key business questions. Continued on page 27

In Review

LampFree® – Leading the projector revolution

LampFree projectors keep getting better and better. Having a LampFree projector means no more lamps to replace, no more filters to replace, less down time, lower maintenance costs and now they are smaller, lighter, and brighter than ever. The dramatic improvement in color purity achieved by Casio’s new light source has significantly improved color reproduction and the projected images look brighter due to the visual effects of the high-purity colors. While lamps on traditional lamp projectors lose brightness between 1,000 and 3,000 hours, Casio’s portfolio of LampFree projectors use a unique Laser & LED light source technology to produce images of impressive brightness with a lifespan of up to 20,000 hours. That means your LampFree projector could last over 15 years, based on an average six hours of use a day during a 180-day school year, without ever having to change a lamp.

ready completely eliminated the use of mercury in its projectors, starting with the world’s first “Green Slim” projectors in 2010. By choosing LampFree you are contributing to a MercuryFree environment.

LampFree – Social responsibility is not an option

There is a growing demand for environmentally friendly and more sustainable AV products and Casio has used the TCO Certified sustainability certification as proof of environmental and social responsibility. Not only do LampFree projectors eliminate the need to replace Mercury lamps and to properly dispose of the harmful substance, but Casio now has four LampFree projectors, models XJ-V100W, XJ-V110W, XJ-F100W, and XJ-F210WN, that meet all TCO Certified life cycle criteria for socially responsible manufacturing, energy efficiency, picture quality and lower environmental impact. Electronics are widely recognized as a risk category for human rights violations during their Not only great for classrooms, they are ideal for boardrooms and conference manufacture, which is almost impossible for educators and AV/IT managers to rooms too. Can you imagine starting a meeting and not having to wait for the assess themselves. Long used by IT purchasers for computer equipment, TCO projector to warm up? LampFree projectors turn on in as fast as 5 – 8 seconds, Certified is now a useful tool for everyone to verify that the projectors they and that’s to maximum brightness! Or if you are traveling, imagine finishing buy are manufactured under fair conditions. By specifying TCO Certified in your presentation and immediately being able to put your projector in its case purchasing contracts, they can also directly influence the industry to improve and hitting the road? LampFree projectors do not get hot like lamp projec- their social and environmental responsibility track records. tors so when you power off there is no long cool down period necessary. And you can use them around the clock, 24/7 with very little maintenance. Their LampFree – Easy flexible installations dust resistant cabinet has a unique structure with three separate blocks, with The LampFree projector’s wide-angle zoom lens expands the range of locations the primary light source unit tightly shielded. This suppresses dust intrusion suitable for installation. Other benefits include an unrestricted 360° installaand improves dust resistance, ensuring worry-free performance even in dusty tion angle that supports highly flexible image projection, expanding the range environments. Since they have no lamps they do not overheat and can be run of projection possibilities.These include portrait projection from a vertical position, for example, or perpendicular projection onto the floor or ceiling, continuously with only having to reset them once a day. capitalizing on the characteristics of the unique semiconductor light source to handle a wide array of applications besides presentations, from information LampFree – Low total cost of ownership Did we mention cost savings? When purchasing projectors you cannot only provision to various promotions or retail displays. Lampfree projectors are look at the initial purchase price but need to look at the total cost of owner- ideal for use in so many places from retail establishments, to museums, classship. The total cost of ownership includes all the costs that you will actually rooms, boardrooms, or on the road. pay over the life of your projector. Total cost of ownership not only includes the purchase cost, but also the cost of using your projector, such as energy, repair LampFree – Advanced Series and maintenance costs. Casio LampFree projectors consume less energy, up The Advanced series LampFree projectors incorporate essential features such to 50% less electricity when compared to conventional lamp projectors, have as a 1.5X zoom lens, built-in 16W high-output speaker, a powered USB (DC 5V, no expensive replacement lamps or filters to replace, and since they require 2A) power supply to power popular mirroring devices without having to use minimal maintenance, they require minimal labor costs to maintain. When an external power source. Two HDMI terminals to permit smooth connection you add up the original purchase price, the cost of replacement lamps, replace- of additional devices without disturbing those already installed and enhanced ment filters, labor costs, and higher energy usage, LampFree projectors cost connectivity with LAN and wireless networking options. All LampFree promuch less over the 20,000 hour life of your projector. For even more savings, jectors are reliable and built to last, and covered by an industry leading 3-year they use less than 1 Watt of power in stand-by mode and new models have parts and labor warranty with up to 6,000 hours on the light source. And select an intelligent light control feature with a built-in light sensor that can detect models are covered for 5-years or 10,000 hours on the light source. the ambient light in your room and automatically adjust the projector to the optimum brightness level so you only use full brightness and full power when LampFree – Something for everyone Our portfolio of LampFree projectors include something for everyone and are you need it. ideal for wide-ranging applications, from business to education. The Core series, accessible for every budget with simple functions and excellent cost perLampFree – MercuryFree The adverse effects of mercury poisoning cannot be understated. Mercury is formance are great for worry-free use in dusty classrooms, small group meeta highly toxic element that is hazardous to human health and to the environ- ings and conference rooms. The Advanced series provides enhanced feature ment. Although the use of mercury is widely prohibited worldwide today, this packages and connectivity with improved ability to handle widely varied tasks, hazardous substance continues to be employed as a light source for conven- and make smart use of network applications and can be used in small to larger tional projector lamps, but the year 2020 marks a crucial turning point for rooms, division-level conferences and presentations to large audiences. The global environmental protection, because that will be the year in which the Slim series with their sleek compact design are lightweight and easy to carry. Minamata Convention comes into force. This United Nations environmental You can take these 1.7” thin projectors with you wherever you need them. Our treaty says that Mercury should be permanently banned from use in light Ultra Short Throw series can project large brilliant, shadow – free images from sources. 128 countries have already committed to stop using the heavy metal just 1.5’ away and can be easily installed in rooms with limited space. – including imports and exports. Casio, a company ahead of the times, has al-

Service – Just What Is It Anyway? Jey Dharmaraj

The last time we talked about planning and how we tend to spend more time, money and energy planning a holiday or our next restaurant visit, than we do on some relatively more important matters! And, when it comes to something as important as a business we sometimes look for counsel in the wrong places or ask the wrong people.

goals. Identify key result areas both quantitatively and qualitatively. To clarify; key performance indicators measure yesterday’s material results and key value indicators measure what you will create tomorrow beyond the material. Look at http://www.globaldataexcellence.com/site/wp-content/ uploads/2012/11/Govern-By-Value.pdf

Here’s a quick recap for those who missed the last article. Entrepreneurs are driving the economy in North America. However, the failure rate is also high and this can be minimized with some forethought.

At this stage, a word of caution – keep expectations realistic and not based on reality shows and hearsay. I am amazed at the number of people who just compare themselves with a competitor or an established business and believe that, “if they can do it I, can do it.”

It helps to do a market analysis first of all, to see if there is a need and market for your this business or idea, if it is a atrt- Take baby steps like: up. Evaluate resources needed and not just financial, people • Are my staff smiling or always complaining and materials, but importantly, the time needed to generate and grumpy? cash flow and a return on your investment, by performing a • How am I doing? Have clients and employees who feasibility study. you are accountable tell you honestly what your Tap into advice from professionals and do some research and portray, as we have blind spots access data before you take the plunge to change your direc• Talk to clients and take time to review what they like tion. Look at global and local factors that can affect your plan including technology. Examine the changing demographics. and do not And finally, invest time in developing a reason for the exis• Develop a tool to measure progress, review and take tence of the business or the mission and what sets you apart. corrective action Review this executive summary for some great insights; http://markconner.typepad.com/files/the_advantage.onMark Twain said it well with, “I can teach anybody how to line.pdf get what they want out of life. The problem is that I can’t find I am reminded of a powerful quote “The three great essen- anybody who can tell me what they want.” The one great outtials to achieve anything worthwhile are, first, hard work; come of planning is that you will have a better understandsecond, stick-to-itiveness; third, common sense.” ~ Thomas ing of what you want and hey, anyone can do it with a bit of discipline. A. Edison This time we take a look at Service! When you do a Google search this is what comes up…

Jey Dharmaraj is a, business and marketing professional with global and local experience. Helps in providing innovation and ideas in marketing to tap into new markets and generate fresh revenue streams.

He offers digital and mobile marketing tools for anyone who wants to engage with their marketplace more effectively and cost efficiently. From SWOT analysis to mystery shopping and all that goes into marketing. His website is being re-engineered. May be contacted at jmsinc1572@gmail.com or ca.linkedin.com/in/ jdharmaraj for any information.

When you fail to plan you are planning for stumbling blocks. Consider the Wisdom of Solomon in Proverbs 30: 25 and 6: 6, where he talks about the ant which plans and gathers food in summer in preparation for winter! It need not be a complex process or a long winded document evoking anxiety.

As a noun – “the action of helping or doing work for someone”. Take a critical look at your own business to see if this is the belief system or is it just talk with a fancy slogan up front with a picture showing something “feel good”? And how we In closing, stay connected with positive people you trust and can do this? By asking our customers, asking your employees a few that you can look up to and be mentored. Have fun, and asking yourself. I find that the larger the business be- take breaks, and be accountable to someone. And, stick to it! comes some of this service aspect gets lost. Thomas S Caldwell, a person I admire says this about service – “it is the key to corporate survival and growth. Service is providing that unexpected “extra” or going that extra mile. Service is not a word, it is an action or a series of actions.” Most clients are lost due to lack of service or consideration.” Very often, I hear “I only work here, I do not know”. We seem to have lost that art of service excellence that says I must learn every day and somehow satisfy my customer at any cost. Research has shown that it takes almost ten times the effort to obtain a new customer versus servicing and satisfying an existing customer. This will sustain you during moments in the valley and those “dark shadow” times when business is slow or the competition gets intense. It is now time to design a service plan. This will outline key actions that you will need to take to achieve your business

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In Review

Jasco Products was founded in 1975 to develop innovative consumer products for a variety of licensees for which it also market and distributes them through virtually all distribution channels, from big box stores and home centers to mass merchants and direct marketers. Its highly diversified products carry household names like GE, Disney, Tumi-Tech and others. Product offerings include LED lighting, home lighting automation products, home security products, home entertainment, mobility products and mobile accessories and projectable night lights geared to children. Chances are that at one time or other most of us have purchased products developed and distributed by Jasco Products without being aware of it. I was surprised to discover that I own several Jasco products in the course of researching this review.

door and outdoor security. Deterrent signs and decals are also available to indicate that the home is protected by the SmartHome Security System. Lighting controls enhance security and surge protectors save expensive electronics from electrical surges.

Mobility: This is how I became familiar with Jasco Products in 2000 while mainstream mobile computing was rapidly maturing and companies jumped in to fill mobile usersâ&#x20AC;&#x2122; needs with products not available from OEMs. T-Tech by Tumi accessories provide stylish, rugged cases for iPhones, iPads and Galaxy phones. It would be no surprise if Jasco Products develops the charging solutions also available from Tumi. A variety of GE-licensed mobility power products including charging cables and adapters, USB hubs, USB car chargers and wall chargers with from 2-4 USB Lighting Products: Many of Jasco Products lighting products are li- ports, and the GE AC travel surge protector with USB ports, of which I own censed by GE and include undercabinet plug-in LED lighting, a variety of several for travel. Who knew? lanterns and decorative lighting, wireless remote controlled LED bars and smaller circular puck lights can be controlled for a distance of 50 feet to light dark corners of the home. Its Disney-licensed line of â&#x20AC;&#x153;Projectablesâ&#x20AC;? night lights provide favorite themed images projected on the wall to assure and entertain children. Connected Home Products are GE-licensed and use Z-Wave Smart Controls to offer motion activated lighting, remote monitoring from a distance using a smartphone or tablet and sends alerts when activity is detected. These units are powered either by long life (2-year) battery or through a USB power source. Z-Wave connected home components work with a variety of third party devices to boost home security. A variety of indoor and outdoor timers control a variety of functions for energy savings and security. Home Entertainment products from universal remotes, antennas, and accessories to connect home entertainment components allow connections between televisions and a variety of peripherals to broaden the range of home viewing and listening options. Home Security: A variety of home alarm systems are available for in-

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What Is Modern Marketing? Marnï Melrose www.macangel.com about.me/marnimelrose

It’s time to embrace modern marketing. Are you still using Maximizing your website with advanced yesterday’s strategies? Still sending the same message to ev- Search Engine Optimization eryone? Is your data in many silos? Did you know that your It’s not enough to let the humans know about your content, competitors may be running circles around you and serving you also want to let the search engines know. Make sure your customers better than you can? that you are blogging on an SEO optimized platform like WordPress.

What is modern marketing?

Modern marketing is using the latest tools, technologies, Consistency in your content production is what will get and techniques over multiple channels to reach and track you noticed by the search engines in addition to quality. your customers. Make sure that you are producing content that will appeal to the keywords your customers will be typing into the Having a modern marketing platform in place for a 360-de- search engine. gree view into marketing, sales & service

Sending your messages to the right people

A modern marketing platform, will contain all of your cus- at the right time tomer data in one place so that you have a clear view of In addition to sending your newsletter out on a consistent what is going on with each customer in marketing, sales, basis, you want to segment your list so that you are only and service. sending your messages to people who are interested in that particular content. A modern marketing platform tracks events and behaviors of your prospects and triggers automations based on Your systems need to talk to each other and those events. Today, your website will know their name stay in sync to avoid mayhem and it will tailor to their needs. Gone are the days of dumb Your systems MUST talk to each other, even easier, have it brochureware. all in the same system so that can never be an issue. Even with using things like Zapier to move the data, if Zapier goes

Creating content that appeals to your down so does humpty dumpty. If you want real security and buyer personas data aggregation you could also use something like Segment, Once you know your buyer personas you must create content that is both interesting and relevant to their needs. You want to look at what your competition is doing and what is working for them. You also want to analyze where the gaps are. What isn’t being provided that you can provide or can provide a better version of? Fill those gaps and your ideal customers will come knocking down your door if they know you exist, which brings me to my next point.

but that is out of reach for most small and mid-market businesses. I recently did a quote for one of my clients and it ended up to be $4,500 a month just for data aggregation. The is actually how I ended up at Agile CRM, having all the data in one place, to begin with. did away with that cost entirely.

Going beyond the website with push notifications

With a modern marketing platform, you can take advantage

Sharing your content on social media with of push notifications to offer your visitors information or a present-day sharing tools deal even if they aren’t on your website or mobile app. You Most people know that they need to share their content on can read more about this here. It’s a great way to pull people social media, but they are using tools like Buffer or Hootsuite back to your website when you post a blog no matter where that only send out their post once. Rarely, do they remember they are at the time. to send it out again. Today there are tools that can not only help you to choose the right headline but that can also help you with your whole content production schedule.

Sharing your content via video marketing

Include videos in your content and create short advertisements for your content that you can share on social media. Also, add your videos to your newsletters. People are much more attracted to videos, according to Syndcast. 74% of all internet traffic will be video in 2017.

is a business coach and technology trainer.

Marnï Melrose

Novaturience, LLC the experience of powerful change.

Boosting your content with Social Media Advertising and state-of-the-art Artificial Intelligence

As soon as you post your content you’ll want to give it an extra boost with social media advertising. If people reading your post see it being shared on social media, they are even more likely to share it. We use our AI Advertising to take it to that next level of modern marketing. It learns who is interested in your content and it gets better and better at listening for intent and targeting who it sends the advertising to.

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A Backup Related Article That May Ruin Your Sleep Stefan Kanitz www.linkedin.com/in/ stefankanitz info@cairitech.com

You are confident in your backup solution. You trust your business, income and career on it. You know the value of a day of lost work. Financial transactions, workbooks, patient records, clinic billings, eight hours multiplied by the number of employees, you understand the cost.

copy of the backup off site? You will want to ask the first two questions again in regards to an offsite backup. Is it image based and how quickly can it be restored -the best solutions allow for instant recovery in the Cloud. You also need to know how often it is updated. Daily is typical but that will impact your RPO. The best systems can replicate off-site nuNo problem, you know that you are protected. You swap merous times a day and are usually only limited by your Inhard drives, tapes or have a cloud solution in place. Your IT ternet connection speed. guy tells you all is well in the world. You are so confident that you would be willing to walk over to your server (or a No longer confident that you are protected? Have a sick feelworkstation that acts as a central storage point) in the mid- ing in your gut? Wondering what to do next? dle of the day, pull the plug, take it outside and hide it in your trunk. You would note the time, call your computer support I rely on Datto solutions for my customers. When correctly planned and deployed, they can meet RTO and RPO requireperson or vendor and wait. ments for most business cases in companies with any size There are two time related things you will measure now. infrastructure from single to multiple server and virtualized RTO, (Recovery Time Objective) and RPO, (Recovery Point environments. With full support for OS X, Windows and Linux environments, their solution provides us peace of mind Objective). Here is what these mean to you: and ability to sleep at night knowing that a proven business RTO is how long until you or your IT expert gets your of- continuity / disaster recovery solution is in place. Check fice running again. Every hour you are down costs you in them out at www.datto.com or get in touch to learn more. lost money, sales and reputation. Since you no longer have a server (it’s in your trunk), what steps would need to be taken to get you back online? How long is too long for you, a day, two days, a week? You need a solid answer to this question. RPO is a little harder to explain, but is equally as important. Each business will have a different RPO. For example, transactional business such as a dental office with 2-3 chairs running multiple patients will generate a great deal of irreplaceable information in an hour. How many cheques might your bookkeeper write, or AP transactions might be logged in a day? While these transactions can be redone, it would take another day to complete adding up to a minimum of 2 lost days. How often do your backups run, daily, weekly, do you even know if they run at all? Are they tested? You can replace almost everything in your office if it was to be lost through human error, theft or a disaster. What you cannot replace is time and data. Statistics show that major data loss generally leads to bankruptcy for small and medium businesses. If you are beginning to have doubts about your backups and questions about your RTO and RPO, what should you do?

Stefan Kanitz is a Professor at Seneca College teaching technology subjects to business students. In addition, he is the owner of Cairitech, a small MSP North of the Greater Toronto Area with clients across a range of industries. With 25+ years’ experience in the computer and network support field, his primary focus is on small medium business and education.

Step One: ask if your backup solution is “image based”. This means your entire server is backed up, operating system, settings and data in a format that can be run without the need to re-install software. An image-based backup will reduce your RTO as it can be run on alternative hardware very quickly. The best Image Based Backup solutions run on dedicated hardware and can be up and running within minutes if needed. Step Two: ask how often backups are taken. Your RPO directly relates to this. Some businesses with low change or transaction rates may be ok with a daily backup. Others may need hourly backups or even 15 minute intervals throughout the day. Step Three: ask about off-site replication. What happens if all your server equipment is damaged or stolen? Is there a

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Continued from page 19

“Is the quality of our software good enough to ship?” “Are we meeting or exceeding customer expectations?” “Will we make the target date or do we need to adjust the scope?” In order to answer questions like these organizations need to adopt rapid development delivery frameworks such as Lean or Agile. These frameworks offer a more streamlined approach to software development and provide ways to drive process automation through DevOps and similar ideologies. Such frameworks also allow for organizations to have globally distributed teams to leverage a “follow-thesun” work day.

Challenges Posed By An Evolving Software Delivery Landscape

Aforementioned demanding market conditions and changing business practices have surfaced significant challenges to the evolving software delivery landscape. Organizations can’t depend on toolsets that are falling behind the industry’s advances, nor can they survive with tools which are forcing teams into more silos due to lack of flexibility. Thus, they must keep pace with the incredible rate of change for the different types of software being delivered. Consider the explosion of embedded systems in everything from household appliances to automobile entertainment systems, and the meteoric rise of the Internet of Things (IoT) interconnecting smartphones to lightbulbs and garage door openers. Add to that the mobile space, which is experiencing incredible expansion in functionality, as well as the sheer number of supported devices and platforms. In this current landscape where the growth and complexity of technologies multiplies at a rapid rate, reliable toolsets are a must. Organizations have to ensure they’re able to keep up with this, as the environment is only going to get more and more complex.

for Silverlight and WPF was vital four years ago. In just a few years later, only a few new systems are being built to leverage those technologies; instead the focus is on highly interactive JavaScript web applications and native Android or iOS apps. Management tools that can’t keep pace with processes are perhaps even more risky, as businesses need to make far-reaching, wide-impacting decisions based on data information pulled from those systems. Tools which don’t adapt to Enterprise-level processes like SAFe shouldn’t even be considered for adoption, nor should they be considered for upgrade if there’s no clear indication of what that tool’s vendor has for a long-term vision. Companies that are planning to invest, or are currently invested, in HP ALM or UFT platforms should consider the track record that Micro Focus has established with previous acquisitions and give substantial thought to other alternatives. The potential risks that could be realized from reduced release updates, the lack of ongoing support for key features and processes, and minimal transparency into product roadmaps will have a critical impact to an organization’s competitive cadence. Organizations’ short- and long-term success will hinge on the outcome of those decisions.

Risks to ALM Users

Given the needs of the industry due to its significant changes, HP customers should give heavy consideration to the risks that arise from the sale of HP ALM and UFT platforms to Micro Focus.

Changes in Support

As noted above, Micro Focus consolidates and centralizes many functions across all of its acquired product lines.This can lead to a dilution of expertise across specific toolsets, as well as a loss of specific domain knowledge. For example, functional testing for Performance and the User Interface (UI) is extremely complex. Customers who require expert assistance in these areas may be disappointed during support reorganizations.

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Lack of Integration

Will UFT and ALM continue to integrate in to future releases of other industry standard tools like Jira, Jenkins, or Team Foundation Server? Integration and extensibility are key capabilities for many organizations. Integration often is a litmus test that eliminates entire vendors from consideration when organizations look to upgrades or new installations. Micro Focus’ lack of transparency into their product roadmaps exacerbates the confusion and level of risk that surrounds their acquisition of HP ALM and UFT platforms.

Companies Can’t Risk Falling Behind Industry Advances

To stay relevant, software delivery companies cannot afford to fall behind industry advances, whether delivering internally or shipping to external customers. Software is still relatively new to the Engineering field, and the industry is making rapid improvements in the processes and tools used to deliver working systems. Organizations are at significant risk if their toolsets aren’t flexible enough to support new technological approaches. Five years ago, UI automation tools needed to support SAP and Adobe Flash. In the same regard, support

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In Review

At one time, a video doorbell was something only companies could afford. SkyBell offers a solution for the home, that allows for video, voice and internet connectivity. It turns your front door into a video portal accessible from anywhere you have an internet connection.

Android APP. Family members can all utilize the device, and receive alerts at the same time. When you do answer the door, besides high quality video there is also two way audio. You can speak directly to the person at the door.

The SkyBell is designed to either replace your existing doorbell and utilize the existing wiring, (there is a compatibility checklist on the SkyBell website), or be powered from a power supply.

SkyBell has your front door covered at night as well, featuring full color night vision in HD.

It is available in two models, the SkyBell HD and SkyBell Trim Plus.

Another feature is quiet mode, allowing you to turn off the doorbell when you do not want interruptions.

The SkyBell HD is disc shaped, that unobtrusively mounts beside your You can snap a picture with the APP from the doorbell at any time. As well door, it has a stylish modern look. There is also an optional angle mount with an operating temperature of between - 40 and 140 degrees Fahrenheit it is rugged enough for any climate. that increases the viewing area. The SkyBell Trim Plus is a larger thin rectangle shape with a decorative SkyBell also offers a theft guarantee, if your device is stolen, they will replace it, free of charge. metallic finish. Internet connectivity means the video is available anywhere. For example you can use the voice feature to tell a stranger you are unavailable to answer the door, no matter where you are.

The SkyBell HD model sells through major retailers such as Amazon, Bestbuy and HomeDepot.

A history is recorded including missed visitors, video calls that were answered and motion near the device as well.

Please see the SkyBell website for complete instructions on installation and compatibility at:

SkyBell has setup integration partnerships with companies like Nest, IFThe device features a 1080p HD picture and up to 5x zoom, for an accurate TTT (If this than that), Amazon (to be used with their echo device), Honpicture of what is happening outside your door. Motion sensing means you eywell, Samsung and more. are alerted even if someone in the vicinity does not ring the doorbell. From the App you can view live video at any time, from anywhere you have an internet connection. On the SkyBell website it is mentioned that at this time, their device will SkyBell also offers free cloud based video recording, you can download your not unlock your door. They do state however that if they do partner with videos when you want to and store them. Note the cloud based video stor- a manufacturer they will ensure there is a secure connection between the devices. age is free and videos are deleted after seven days.

More than one user can answer the door, there is both an iOS APP and www.skybell.com

Use your phone AS a READER!