I happened upon an old press release from HTSA (previously Home Theater Specialists of America) now Home Technology Specialists of America.  Richard Glikes, executive director of HTSA stated. “Technology is a much more apt moniker. Besides audio, video, screens, furniture, and chairs, we sell surveillance gear, lighting systems, control, shading and networks. Technology and the ever-changing dalliances of our clients have us moving into fields that are a natural adjunct to our core strengths.”  Glikes adds: “HTSA prides itself on representing the leading-edge in the world of residential technology. When we were all about the cutting-edge trend of dedicated home theater, our name reflected as much. Today, emerging technologies are not just concerned with entertainment, but with giving consumers greater control of their lifestyles. As the Home Technology Specialists of America, we will offer clients just that.”

As far as a press release this was a nice introduction to re-branding.  I think a better description is “attempt to rename our organization because we are getting the snot pounded out of us.”   Mr. Glikes made a statement relative to HTSA’s core strengths.  I think that looking at HTSA from a different side of the fence would identify a different set of core strengths.  HTSA’s objective is very similar to Union collective bargaining.  Except that Unions may be a bit more tolerant.   It appears that the primary objective is to aggregate the members to negotiate special relationships with manufacturers.  These special relationships have several requirements imposed on vendors, however, no such agreement is provided by HTSA on member participation.  I would say that the venders have negotiated an opportunity to enlist HTSA members, at significant cost concessions.

When looking at the HTSA members you will find a long and distinguished list of AV retailers. But a very, very small percentage could truly reflect the assertions made by Mr. Glikes.  I would challenge Mr. Glikes to point me to any of his membership that has the following credentials.  Maybe I will make it a bit easier, atleast one credential.

Cisco Platnum Certification, LEED certified Engineer, Certified Lighting Consultant, or BICSI RCDD.  I took the lower level of certifications which would reflect organizations which are technology focused.  Companies which are really positioned for technology have several employees with various levels of certification.

Maybe Mr. Glikes could forward us HTSA marketing materials which presents the “core strengths” representative of his body of participants.  A good graphic would be to see how each of the organizations has succeded of the 15years.  How many were successfully transitioned through acquisition or other triggering event.  Which organizations have demonstrated year over year positive growth?  Possibly, how organizations have changed as a result of market erosion realizing better net returns?

It was interesting that Mr. Glikes came into my employeer while I was working.  He quickly toured our facility and made “constructive criticism” regarding our companies merchandising efforts.  Unfortunately, I was not considered important enough to shake hands.  I guess making a first impression with how a product is displayed is more important than those who would speak to the value of the product.

By the way, I did attempt to introduce myself but my jacket and tie did not impress him to engage.