Startup: Video Door Lock

By: Brian Rhodes, Published on Sep 12, 2014

Smart Locks are hot today, garnering lots of money and mainstream interest.

One startup, Goji, is attempting to differentiate itself with a video camera for visually confirming who is trying to get inside.

Watch the pitch:

What is its competitive positioning? Will it work? Unlike Lockitron, has Goji bypassed the early bugs and production problems? In this note, we examine Goji to see if it fundamentally has an edge over competitors like Lockitron

***** ***** *** *** *****, garnering **** ** ***** *** mainstream ********.

*** *******,****, ** ********** ** differentiate ****** **** * ***** camera *** ******** ********** who ** ****** ** get ******.

***** *** *****:

**** ** *** *********** positioning? **** ** ****? ***************, *** **** ******** the ***** **** *** production ********? ** **** ****, ** examine **** ** *** if ** ************* *** an **** **** *********** like*********

[***************]

Product ********

****** ******** ** ***** on ******** *********** *****, but ***************, ** ****** ******** ****** ******** to ******* **** ******** deadbolts. *******, **** ******** all ********** **** ***** entirely. ******* ** * bare ******** ****, ** features * ******* ******* that ***** *** **** feedback ** **** *** to **** ******.

*** ******** ** **** include:

  • ** *****/*********** **** ***** ******** to ****'* ***********
  • *************/******************* ** *** ******** the **** **** **** phone
  • **** *** ********* *** Energy ************, **** *** detect **** ***** ******** and *********** ****** ** users ******

*******

****** ****** *** $*** for *******, **** ****** discounts *** *** ** three *****. ******** *** keyfobs *** ***** ******* smartphones *** ** ******** for $** ****.

************ ********

**** ****** / **** $313,457 *** ** *********.

Key *********** ***********

******** ** *********, ******** the **** ***** ********** in *********** **********, **** has *** ***** ************:

********** ******: ****'* ***** ******* is * ****** **** snaps ***** ****** **** motion ** ******** ** close ***** ** **** the ********** ************* ******* vibration (**** * **** knock). ***** ****** *** sent ******** ** ****'* smartphone ***, ******** *** user ** ******** ****** the **** ** ******.

*** ******* *** **** is *** ******* ********* for *********** *** ****, sending ***** ***** ********* access, ** ********* *** activity ******* *** *******.

*********** ****:*** ***** ***** ********** is **** **** ***** replaces ******** **** ******** entirely. ***** **** **** to ******* ****'* ************* first ** ******* * photo ** * ******* email ******* *** **** the ******* ******* *************. Then ***** **** **** to ********* ******** ***** and **** ********* *** configure **** *** ***. 

*****

***** / ******: *** ***** ******** ** install * **** **** be ******* *************, **** ***** ** ***** could **** **** ********. Since *** ****** ***** of ******** ** ********, the ******** **** **** be ******** ** ***** existing ****, *** **** if **** *** ****** ******. *********, ******** ********** keys **** *** *** Goji, *** ******** ********** keys **** **** ** be ******* ** *******.

******* *****: **** **** **** AA *********, ***** ***** replacement ****. *** **** slight ******* ** **** misalignment ** *** **** can ***** ****** *** battery ******* ****, *** users ****** ****** ** replace *** *** **** or ***** ********. **** expense ** *** ****** with *********** ********** ***** that **** ******* ********** and *********** **** ***** 5 ***** ** ***.

**** ******** ****: **** ** ***** to *** ** ****, keeping *** **** ********* all *** **** ******* drains *** *******.  ** a **********, **** **** 'sleep' ** ******** ******* life ** *********** *** unit, *** **** *********** the ****. *** **** it ***** ** '**** up' *** **** **** a **** ********** ** tries ** ***** ** the **** ** ******* to *******, *** *** delay ** ****** ******* seconds. 

*** ***** ** *********, no ****** *** *****, are *** ***** ** be *********** ** ***** who ****** **** *** tolerate **** **** **** seconds. **** ******* ** the **** ** ***** simply ***** ********** **** instead ******* **** *** quicker.

Delayed ***********

** * ******** ************, Goji ** *** *** shipping **** **** * year ***** ************ ********** the *********** ********. **** worse, *** ******** **** date *** **** ****** multiple *****, *** *** company **** **** ** very **** ** ********* status ** *******.

************ ************ ** **** ** complaints, ***********, *** ******** for *******: 

 

** ******* *** ******* to **** *** *** expected **** ***** *** the ***** ***** ** locks, *** **** *** received feedback ***.

**** - *** *** Interested ** ****** / Using ****?

 

Comments (5)

FYI - As of last night.

"we're currently focusing on the product, and plan to launch our distributor/reseller portal later this year in Q4 2014. At that time interested parties can apply and register as qualified resellers."

"Any delay in operation, no matter how short, are not going to be appreciated by users who simply will not tolerate more than mere seconds. This results in the risk of users simply using mechanical keys instead because they are quicker."

Once attached to a Control System (Control4, SmartThings, Revolv, Wink, Crestron), the delay will go away because of a Geofence (Not offically go away but the delay will be when you are still in your car or walking up to house). Surprised they just did not build one in. The Key Fob is cool though.

I'm sure nfc will be added soon (Because Apple just introduced it even though Android has had it). With a camera, I would be concerned about battery length. My Yale RealLiving Touch works about 13-14 months on a 9 Volt.

Or a connection for an optional power wire if you wanted to connect it to AC.

Update from Goji on my end - "Also the Goji is expected to begin shipping in November. Thank you."

I think rule #1 in spoken marketing is to speak clearly. This guy is borderline incomprehensible. Yes, he is from Spain and I admire and respect his entreprenurial energy, but still.

My Spanish is about as fluent as his English, but if I ever film a promo video for the Spanish-speaking market for my company, I know enough not to star in it! I may take interviews in Spanish, and have done so on occasion, but I know that's about as far as I should go.

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