Baku:Global lighting company Signify is intensifying its efforts in Malaysia to promote the adoption of connected lighting solutions, recognizing significant growth potential in the country's consumer segment.

According to BERNAMA News Agency, Chandra Vaidyanathan, Signify's executive vice-president of consumer business emerging markets and managing director for Singapore, stated that connected lighting currently comprises about 10 percent of the company's consumer lighting business in Malaysia, compared to 15 percent across Asia. To capitalize on Malaysia's untapped potential, Signify is focusing on expanding its online presence and distribution to enhance consumer access to these solutions.

Chandra expressed the company's goal to increase connected lighting's contribution to its consumer business in Asia to at least 25 percent in the coming years. He acknowledged that limited awareness and affordability are key hurdles to wider adoption of smart lighting solutions. In response, Signify is introducing more affordable products and ramping up efforts to raise consumer awareness.

Consumer insights are influencing product development across Southeast Asia, reflecting diverse household needs and lifestyles. In Malaysia, there is a preference for convenient lighting controls, such as the ability to switch off lights from bed. In Thailand, demand is driven by home entertainment, with lighting often synchronized with music for karaoke. In Indonesia, consumers are seeking flexibility between traditional bright white lighting and a warmer ambiance.

As Asian homes increasingly serve multiple functions, such as workplaces and entertainment spaces, there is a growing need for adaptable lighting solutions. Signify is investing in hardware, software, and artificial intelligence to expand its connected lighting portfolio, focusing on consumer-led innovation with intuitive, easy-to-use solutions.