Why Some Smart‑Home Companies Disable Devices: The Business and Customer Implications

Wink recently gave its customers a two‑day deadline to pay a subscription fee or have their devices digitally disabled. Mark Samuel, CEO of Ezlo Innovation, argues that this “buy a subscription or we brick your device” approach is detrimental to both customers and the industry’s long‑term viability.

Below is an interview with Samuel by IoT Now’s Jeremy Cowan.

JC: Why do some smart‑home businesses brick customers’ devices?

MS: This model is fundamentally flawed. A company will resort to disabling a device only when its existing business model is unsustainable. Hardware‑only businesses that rely on continual sales and servicing cannot thrive in today’s market, where consumers increasingly favor services over devices. The repeated shutdown of hardware has cost many companies their customers and their reputations.

Customers don’t want a piece of hardware; they want the functionality it unlocks. At Ezlo, we focus on subscription‑based services that power a wide array of devices. Our partners in energy, wellness, and property management already see higher adoption when they bundle our services with their products.

JC: Is this also a poor revenue model for the smart‑home industry?

MS: Subscription models are sound, but forcing a subscription after a purchase is wrong. Wink’s recent announcement shows how customers react negatively when a service is tied to a hardware purchase. The industry historically relied on a one‑time hardware fee that promised ongoing updates and support, but this model fails to meet modern consumer expectations.

To change the industry narrative, we must educate consumers about the value of continuous services. We partner with companies that white‑label our solutions, extending a clear, recurring subscription model to their customers. When users understand the terms and receive ongoing value, the model benefits both parties.

JC: Why has smart‑home technology struggled to achieve widespread adoption, and how can this change?

MS: Adoption is growing: 41% of people own a smart speaker or display—up more than 30% since 2018—and 38% own other connected devices. Yet two main barriers remain: complexity and cost.

The rise of DIY kits has lowered entry costs, but many consumers still doubt whether the benefits justify the investment. This skepticism stems from the industry’s poor communication of true value, which is in turn rooted in complexity.

Novices struggle to determine device compatibility, ecosystem lock‑ins, and the optimal product mix to solve specific needs. Consequently, many households end up with siloed, incompatible devices.

The solution is to make protocols invisible to consumers. Platforms like Ezlo enable users to integrate any device across multiple protocols, creating a single, interoperable system that can be managed from one interface.

JC: Which smart‑home technologies will succeed first, and in which markets?

MS: Smart speakers, cameras, and thermostats are already proving successful. Growth will depend more on local needs—security, flood protection, energy savings—than on geography.

Post‑COVID, elder‑care solutions are also poised for rapid adoption. While smart‑home penetration has been slower than some forecasts, the trend is clear: 42% of home seekers express interest in smart devices. Builders will soon make these devices standard, integrating them into the very fabric of the home rather than treating them as add‑ons. That integration is the key to mass adoption.

Mark Samuel, CEO of Ezlo Innovation, speaking with editorial director Jeremy Cowan.