According to eMarketer, the most important feature that users consider when purchasing a Smart Home device is security. Second, convenience. And who is destined to lead the market? There is no doubt that home appliance manufacturers are the natural candidates to do so. But will they be the only guests at the party? One needs to look not further than Blablacar and Uber for a strong argument to the contrary–neither was launched by automotive brands. Startups have a unique opportunity to make a strong run for industry leadership since they are agile and already capable of a disruptive mentality.