Window Film: The Never Ending Story
It's safe to say that no one person has written more about window film during the last 20 years as much as me.
Some 3M dealers might vaguely recall my weekly newsletters and daily e-mails dating back to the 1990's. Those were the early days of the internet and most of us didn't have an e-mail address (fax machine?) Most manufacturers didn't have web pages and of course GOOGLE, Facebook, Linkedin and Twitter weren't in business.
I'd create literature, form letters and point 3M dealers to potential opportunities throughout the USA. I'd communicate best practices because some dealers were and are, incredibly talented individuals.
I can hardly think of any business that is so simple (sticky side down!) on one hand, yet so convoluted at the same time.
Window Tinting-Window Film-Solar Film, Glazing Film, Tint, Car Tinting, Fragment Film?
You get the idea.
Chemical giants that produce films like Solutia and Saint-Gobain (Solar Gard)
Resellers of anonymous (we know who you are!) films, or a well know brand trading on their reputation; think 3M.
Whatever the brand there is a constant battle for market share and geographic coverage throughout the USA.
An industry with a perceived bright future while having an unheralded past of nearly 60 years.
Industry leaders come and go. (This is an unforgiving business for sustained failure)
In a story that superficially appears unrelated; 3M demonstrated their upcoming photovoltaic film in Japan and many of their dealers are prematurely excited by their perceived future potential.
In both developments it's evident that the strategy by Solutia and 3M is to develop profitable commercial platforms in thin film technologies for large scale application on commercial buildings and perhaps later, greener homes.
The Saint Gobain purchase of Bekaert's Solar Gard brand plays into their "habitat" direction which has a similar focus.
If you can manufacture glass with thin films applied at the factory as an added value and cost for commercial buildings and automobiles, you can anticipate an efficiency of cost and the volume that would be very attractive to corporate stake holders.
If you can make an aftermarket thin film that can be applied in a do it yourself method by the average consumer (a point emphasized by the 3M spokesperson at Ceatac) you eliminate the middle man and fulfill that "make it by the mile, sell it by the inch" paradigm.
The future remains nebulous for small business window film dealers who remain the first contact for the majority of commercial and residential consumers.
The dealer who meets with the Facility Manager that wants silver film installed on 3,000 square feet of glass by Friday next week!
It's the dealer who makes the best business choice for their own P&L.
At least for today...
Can you see why this industry excites me?
Some 3M dealers might vaguely recall my weekly newsletters and daily e-mails dating back to the 1990's. Those were the early days of the internet and most of us didn't have an e-mail address (fax machine?) Most manufacturers didn't have web pages and of course GOOGLE, Facebook, Linkedin and Twitter weren't in business.
I'd create literature, form letters and point 3M dealers to potential opportunities throughout the USA. I'd communicate best practices because some dealers were and are, incredibly talented individuals.
(Hint- It's The Dealers That Have The Ideas!)
Why do I find this business so interesting; bordering on fascinating?
I can hardly think of any business that is so simple (sticky side down!) on one hand, yet so convoluted at the same time.
A business that doesn't even know what to call itself!
Window Tinting-Window Film-Solar Film, Glazing Film, Tint, Car Tinting, Fragment Film?
You get the idea.
Chemical giants that produce films like Solutia and Saint-Gobain (Solar Gard)
Resellers of anonymous (we know who you are!) films, or a well know brand trading on their reputation; think 3M.
Residential consumers, commercial and government purchasers.
High end, low end, and cars thrown in to boot.
High end, low end, and cars thrown in to boot.
Whatever the brand there is a constant battle for market share and geographic coverage throughout the USA.
An industry with a perceived bright future while having an unheralded past of nearly 60 years.
Losers are gobbled by winners while the divide between corporate strategy and their dealer channels grows exponentially.
It's this messiness, this murkiness that keeps my fire burning.
Just this week Solutia acquired Southwall Technologies.
In a story that superficially appears unrelated; 3M demonstrated their upcoming photovoltaic film in Japan and many of their dealers are prematurely excited by their perceived future potential.
In both developments it's evident that the strategy by Solutia and 3M is to develop profitable commercial platforms in thin film technologies for large scale application on commercial buildings and perhaps later, greener homes.
The Saint Gobain purchase of Bekaert's Solar Gard brand plays into their "habitat" direction which has a similar focus.
This makes sense for a corporation strategic plan, of course.
Are these the technology platforms that will drive dealer's sales in the decades to come? Is that the end game?
Hmmmmm.
Hmmmmm.
Think about it. .
If you can manufacture glass with thin films applied at the factory as an added value and cost for commercial buildings and automobiles, you can anticipate an efficiency of cost and the volume that would be very attractive to corporate stake holders.
If you can make an aftermarket thin film that can be applied in a do it yourself method by the average consumer (a point emphasized by the 3M spokesperson at Ceatac) you eliminate the middle man and fulfill that "make it by the mile, sell it by the inch" paradigm.
Nothing is as it seems.
The future remains nebulous for small business window film dealers who remain the first contact for the majority of commercial and residential consumers.
The manufacturers have not seized on today's opportunity that the power is in the field.
The dealers who sits across the kitchen table from their clients.
It's the dealer who makes the best business choice for their own P&L.At least for today...
Can you see why this industry excites me?
It remains the never ending story.
Posted by Mike Feldman at 10/9/2011 10:50 AM 
Categories: Consulting Coaching, Energy Savings Window Tinting 2012
Tags: Window Film The Never Ending Story
Categories: Consulting Coaching, Energy Savings Window Tinting 2012
Tags: Window Film The Never Ending Story
Comments