$3000 ZAGGBox Pro Seeks a Market

ZAGG Inc is still trying to lay out its game-changing ZAGGBox, a user-friendly media server that will now be sold only in the custom electronics marketplace. ZAGGBox is the result of around 6 years of R&D and $35 million dollars. It's gone from a reported sub-$1000 box targeting consumers on all retail levels to something that will now attempt to find a home in the CE market. While not exactly entry level in terms of its price, the new box seeks to unify media sources across several different levels and provide a cohesive user interface as well as DVR functionality and enhanced remote operation and remote streaming services. The problem is, it's missing quite a few features that are more or less expected nowadays - and available on boxes costing a lot less. It's a solution that's in search of a market. And it's consistently staying behind the 8-ball in terms of its features and how it is positioned in the marketplace.

The new $3,000 (SRP) ZAGGbox Pro from ZAGG Inc. offers:

• 5 analogue-only video input sources (for DVD players, set top boxes, camcorder, Xbox 360, PlayStation 3, etc.)
• Digital audio inputs (coax/TOSlink S/PDIF)
  
• Unique dual-format recording enabling streaming to mobile devices as well as playback on TV sets and computer screens
• Built-in ZWAVE for home automation control
• iPhone-based universal remote control capabilities with an included iPhone app
• Multi-location use with the ability to retrieve stored content from anywhere
• No channel conflict – the ‘Pro’ version will never compete with the stripped-down retail model

All this is brought to you by ZAGG, a five-year-old publicly traded company best known for its invisibleSHIELD protectors for mobile devices. Some of the new features touted by the ZAGGBox Pro model include iPad support. While the ability to access content via the iPhone is still a big benefit of the product, the iPad has changed the game in terms of "glamorous" system control. The iPad allows ZAGGbox users to access content while sitting on the deck, shaving or working in the garage.

ZAGGbox seems to be indicating it will begin shipping products shortly after CEDIA and with the MSRP expected to be $3,000 for the Base Pro model it's going to be interesting to see if anyone picks it up. This price of course includes a healthy margin for dealers, but dealers need tight integration with home control systems and reliability. Of course, a name doesn't hurt either. ZAGGbox has come a long way, but it may not be far enough to make it a success amid the massive onslaught of new media server products hitting the market, advanced networkable AV receivers, SlingBox-embedded DISH DVRs and GoogleTV.

The ZAGGbox is expected to be compatible with third-party control systems such as Crestron, Control4 and AMX in the near future (but isn't yet beyond ZWAVE) and users should expect a software update available shortly after the initial product launch. Netflix, Vudu and other providers will not be available right out of the box and the company will look at introducing those later through software updates.