For years, home technology has been more about selling structured wiring panels and integrated security systems than explaining the real benefits of the high-tech lifestyle to homeowners.

OnQ Technologies is looking to change that with its new On-Q Home marketing program, which packages home technology into three discrete categories: entertainment, communications, and comfort. Entertainment covers distributed audio, home theater, and gaming; communications includes voice, intercom, home networking, and wireless; and comfort focuses on security, lighting, and climate control.

“The idea is to deliver a simple message that the home buyer understands,” says Doug Fikse, OnQ's president and CEO. “Home buyers want these products once they understand them, and home builders like the new marketing program because they can make money on upgrades.”

The company's new Web site,, which went live April 1, will give builders and integrators the opportunity to customize home technology offerings based on customer preferences in their local markets. Participating builders and integrators will post a link to their customized version of on their own corporate Web sites.

Fikse expects to set up links to for thousands of builders and integrators in the next few years. For more information on the new marketing program, visit OnQ's Web site or call 800-321-2343.