Signify To Strengthen Distribution Efforts In Malaysia To Drive Smart Lighting Adoption In Consumer Segment

KUALA LUMPUR, Oct 14 (Bernama) -- Global lighting company Signify is stepping up its online presence and distribution efforts in Malaysia to drive the adoption of connected lighting solutions as it sees significant growth potential in the country's consumer segment.

Signify executive vice-president of consumer business emerging markets and managing director for Singapore, Chandra Vaidyanathan, said connected lighting accounts for about 10 per cent of the company's consumer lighting business in Malaysia, compared with 15 per cent across Asia.

"In Malaysia, the potential is significant. Malaysia’s connected lighting numbers are even lower than the rest of Asia. 

"We do see a significant number of people wanting to go for it. And hence, we are doubling our efforts to increase our online presence and distribution to ensure that more consumers will be able to get access to those solutions," he said at a recent media briefing in Singapore ahead of the Formula 1 Singapore Grand Prix.

Chandra said Signify aims to increase connected lighting's contribution to its consumer lighting business in Asia to at least 25 per cent in the coming years, although limited awareness and affordability remained key barriers to wider adoption of smart lighting solutions.

To address these challenges, he noted that the company has been introducing more affordable products while stepping up efforts to raise consumer awareness.

Chandra said consumer insights across Southeast Asia were also shaping product development, reflecting different household needs and lifestyles.

In Malaysia, consumers have expressed a preference for convenient lighting controls, including the ability to switch off lights without getting out of bed, he added.

Meanwhile in Thailand, demand for connected lighting is partly driven by home entertainment, particularly karaoke, where lighting can be synchronised with music to enhance the experience.

Chandra said Indonesian consumers were increasingly seeking flexibility between traditional bright white lighting and warmer ambience commonly associated with hotels and restaurants.

These changing preferences come as Asian homes increasingly serve multiple functions, including workplaces, study areas and entertainment spaces, creating opportunities for more adaptable lighting solutions, he added.

Chandra said Signify is also investing in hardware, software and artificial intelligence capabilities to expand its connected lighting portfolio and deliver more personalised experiences.

The company is pursuing consumer-led innovation, focusing on solutions that are intuitive and easy to use rather than technology-driven features alone, he added.

-- BERNAMA