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CEDN Article: SimpliciKey LLC Joins in the Electronic Lock Market Movement

Jan 08 2011

Consumer Electronics Daily News - January 8, 2011


Jason Pizzillo, President, SimpliciKey LLC, talks about his company.

CEDN: Tell our readers a little about your company.  What's your main line of business?

JP:  SimpliciKey, LLC is an innovative electronic lock company with a passion for developing products for consumers that help make their lives easier.  Our new electronic deadbolt, SimpliciKey™, offers three modes of entry with an award-winning design.  Our company can do some really neat things with electronic locks.  We're already thinking ahead for second generation products and other offerings that provide our consumers with greater convenience.

CEDN:  What would you say makes your company unique?

JP:  First, I would say our employees.  We have a very diverse team and enjoy sharing ideas.  Next, we love talking to potential customers and learning about the things they would most like in our products.  We want their voices to be heard and reflected in our end products.  For example, with SimpliciKey locks, we talked to and surveyed well over 10,000 consumers.  It was always very important for us to hear what our potential customers were saying, and we'll continue speaking with them once the product is in the market.  It's partly our job, but quite honestly, we just love people and are passionate about providing them the very best SimpliciKey products and services.

CEDN: Are you introducing any new products?

JP: Yes.  The SimpliciKey Electronic Remote Control Electronic Deadbolt will make its debut early this year, and we are very excited about it.  SimpliciKey deadbolts will feature remote control keyfobs that allow users to operate their deadbolt at ranges 50 feet from the door with secure transmission [128-bit AES encryption].  Two keyfobs come with every lock, and owners can order up to six more, for a total of eight.  SimpliciKey is also equipped with a backlit alphanumeric keypad that can accommodate up to 16 user codes.  The owner maintains control of all electronic transmissions since they have the power to add and delete keyfobs and codes.  We also maintained the traditional keyhole, which is bump-resistant.  Moreover, SimpliciKey is constructed of heavy-duty metal and has an award-winning design.  There are many other features and services too, like the best warranty and customer service in its class.

CEDN: Who are your target end users?

JP: We knew that once we began talking with potential SimpliciKey customers, the target market would quickly emerge.  We started by working with one word - convenience.  This led to our motto which speaks to the conveniences of life not being necessary for living, but difficult to imagine living without them once obtained.  With that messaging, mothers throughout the country, challenged with managing their careers, their homes, their children's schedules, etc., came to the forefront.  We identified this kind of woman as our primary target, with other targets clearly defined also.

CEDN: What is your outlook in general for this product line?

JP: Electronic door locks are beginning to gain traction among consumers, and we foresee the adoption and acceptance of these products to increase over the next two years.  SimpliciKey is thrilled to help lead this movement.

For more information, visit the SimpliciKey North Hall booth 3517.  You can also contact SimpliciKey at 703-904-5010 or online at www.simplicikey.com