New Nest Aware Subscription Plans Roll Out
The new subscription plans and pricing structure for Google’s Nest Aware is finally rolling out. The three different tiers are collapsing into to two, with the least expensive tier increasing from $5 to $6 per month but the most expensive tier dropping from $30 per month to just $12 per month – and no longer a need to pay separate fees for each Nest device. The new structure comes along with new smarts, including the ability to monitor your home using audio picked up by Nest smart speakers, so that a smoke alarm or glass-breaking sound will send an alert to the Google Home app. Google also announced that it is cutting the price of its Nest Hub from $130 to $90 and the Nest Cam Indoor from $200 down to $130.
The NPD Take:
- With the per device fee no longer, Nest Aware just became far more appealing for consumers who own multiple Nest devices. The new structure could also convince some consumers to take the plunge and buy additional Nest products. This is a smart move on Google’s part to leverage the sticky nature of smart home and consumers’ tendencies to purchase multiple devices over time. As Ring continues to steamroll into adjacent categories, Google needs this to retain and attract consumers to its ecosystem.
I’ll Give You One More Week, Wink Wink
Shortly after the abrupt notification from Wink that their users were being forced into an “all or none” proposition: pay $5 or month or be shut off (…and make the decision in one week’s time), Wink has now extended the deadline by another week to make May 20 the cut off day. The company said “We can appreciate that some of you may need additional time to subscribe or to make alternate considerations.”
The NPD Take:
- Yes, Wink probably can appreciate that its customers needed the additional time…but the extended deadline probably also means that as many as none of their customers are willing to pay the price.
August’s New Lock Now Selling
August’s new Wi-Fi Smart Lock, first shown at CES 2020, is now available to buy, currently direct as well as from Best Buy, with more retailers to follow later in May. This latest iteration of the lock is 45% smaller and 20% slimmer front to back versus August’s Smart Lock Pro, which will now be phased out. Perhaps more importantly, though, the new lock doesn’t need a Bluetooth bridge as it pairs directly with the August app with its built-in Wi-Fi.
The NPD Take:
- The upgrade to built-in Wi-Fi is a big benefit – the fewer little boxes and dongles we need to take up valuable outlet space at home the better. And the smaller design is important for consumers who are aesthetically demanding.