Window Film 2010 - The Changes
Despite some recent projects (and no I purposefully did not bid that UN project) I find myself with a bit too much time on my hands as we close down 2009.
This reminded me that the 2010 window film year is about to begin so just like they do on Sports Center let's take a look at the landscape for the upcoming wacky window film season starting in two short weeks.
SunTek- We keep hearing rumors of rumbling on the horizon with our friends at Sun Tek.
They continue to set the standard for economical pricing as well as a quality film line. These guys are the Oakland A's of window film. They do things with a lower overhead and much less noise than their older larger competition.
Their ULV 40 was the flat glass product of the year in 2009 (hey this is my blog and I get to choose winners and losers!) Sure; we hear their detractors claiming the numbers don't jive on their specs but this all sound like "sour grapes" to me. Obviously they took a hit with ASWF that had been one of their larger distributors. My money is on SunTek.
3M Window Film:
Yeah; I know what you are thinking but I will be nice! 3M has that name brand and consumer brand awareness advantage.
That's a powerful tool for them- heck I'd take it just so I could wear all those 3M shirts I kept in my attic.
They certainly improved their distribution in Florida in 2009 (I am biased toward my friends!) but unfortunately this wasn't enough to be a game changer. The prestige film was cool back in 2005 but they really should be on the fifth generation by now.
They have too many dealers pretending they are national installers of 3M. Their poorly conceived furnish and install Home Depot program is being run by a dealer?
I won't comment on window film depot except to point out that they are actually moving competitive films under a private label name. That can't be good!
That re-boxed ceramic film will cannibalize prestige sales and that film is nothing really special given that Johnson, Madico and Geoshield all have the same solution.
I can't see them leading the league in 2010 even as they leverage their name advantage with their commercial account agents.
CP Films Vista- LLumar- They are the big dogs in window film and their efforts for commercial account sales may pay dividends in 2010. We are very big fans of CP Films - -obviously!
Their film quality is consistently terrific and they seem convinced in a direct to dealer selling strategy. Their weakness is a continuing reluctance to offer non reflective ceramic films (this may be more a virtue of technology rather than intention) and a stubborn streak concerning their tactics toward SunTek encroachment.
I detect glimmers of passion in their team of leaders and this is critically important. The plain jane, milk toast attitude of the past won't cut it in 2010.
They have got the talent and the product now all they need is passion and a strategic plan that focuses on winning. That my friends begins and ends with their channel and that's where they need to start to improve to win in 2010.
Solar Gard- Hey again this is my blog so I'll offer my opinions; good or bad.
These folks are the under performers of window film. They have the talent and film technology as well as some really incredible design and web people. Somehow all of this talent has not translated into super success but it certainly could.
Their recent management moves and closing some direct sales centers seems to point to an attitudinal shift. Losing Jim Black to Hanita-Tek was very surprising; but frequently a shake up can be a positive?
My "book" is out on Solar Gard unless they make some last minute draft picks and reevaluate their channel strategies.
Madico: The conservative and slow movers of window film Madico has always surprised me because they can't seem to multitask. One adventure at a time seems to be their strategy.
Commercial account direct selling is a potentially lucrative angle but the net effect is ticked off dealers who compete directly against them.
I could go on and on about the ethics of doing this or a host of legality issues but why bother? (For now!)
More to come. . .
This reminded me that the 2010 window film year is about to begin so just like they do on Sports Center let's take a look at the landscape for the upcoming wacky window film season starting in two short weeks.
SunTek- We keep hearing rumors of rumbling on the horizon with our friends at Sun Tek.
They continue to set the standard for economical pricing as well as a quality film line. These guys are the Oakland A's of window film. They do things with a lower overhead and much less noise than their older larger competition.
Their ULV 40 was the flat glass product of the year in 2009 (hey this is my blog and I get to choose winners and losers!) Sure; we hear their detractors claiming the numbers don't jive on their specs but this all sound like "sour grapes" to me. Obviously they took a hit with ASWF that had been one of their larger distributors. My money is on SunTek.
3M Window Film:
Yeah; I know what you are thinking but I will be nice! 3M has that name brand and consumer brand awareness advantage.
That's a powerful tool for them- heck I'd take it just so I could wear all those 3M shirts I kept in my attic.
They certainly improved their distribution in Florida in 2009 (I am biased toward my friends!) but unfortunately this wasn't enough to be a game changer. The prestige film was cool back in 2005 but they really should be on the fifth generation by now.
They have too many dealers pretending they are national installers of 3M. Their poorly conceived furnish and install Home Depot program is being run by a dealer?
I won't comment on window film depot except to point out that they are actually moving competitive films under a private label name. That can't be good!
That re-boxed ceramic film will cannibalize prestige sales and that film is nothing really special given that Johnson, Madico and Geoshield all have the same solution.
I can't see them leading the league in 2010 even as they leverage their name advantage with their commercial account agents.
CP Films Vista- LLumar- They are the big dogs in window film and their efforts for commercial account sales may pay dividends in 2010. We are very big fans of CP Films - -obviously!
Their film quality is consistently terrific and they seem convinced in a direct to dealer selling strategy. Their weakness is a continuing reluctance to offer non reflective ceramic films (this may be more a virtue of technology rather than intention) and a stubborn streak concerning their tactics toward SunTek encroachment.
I detect glimmers of passion in their team of leaders and this is critically important. The plain jane, milk toast attitude of the past won't cut it in 2010.
They have got the talent and the product now all they need is passion and a strategic plan that focuses on winning. That my friends begins and ends with their channel and that's where they need to start to improve to win in 2010.
Solar Gard- Hey again this is my blog so I'll offer my opinions; good or bad.
These folks are the under performers of window film. They have the talent and film technology as well as some really incredible design and web people. Somehow all of this talent has not translated into super success but it certainly could.
My "book" is out on Solar Gard unless they make some last minute draft picks and reevaluate their channel strategies.
Madico: The conservative and slow movers of window film Madico has always surprised me because they can't seem to multitask. One adventure at a time seems to be their strategy.
Commercial account direct selling is a potentially lucrative angle but the net effect is ticked off dealers who compete directly against them.
I could go on and on about the ethics of doing this or a host of legality issues but why bother? (For now!)
More to come. . .
Posted by Mike Feldman at 12/15/2009 9:38 AM 
Categories: Windowfilmusa.com, Consulting Coaching
Tags: window film usa consulting
Categories: Windowfilmusa.com, Consulting Coaching
Tags: window film usa consulting
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