Media Concepts, Inc. (MDCE)
CEO Interview May 1st, 4:15 EDT
Shares Outstanding: 94 Million
Authorized: 150 Million
52-week high: $0.015
52-week low: $0.002
"Smart Home" Services
for the Builder
"Each year for the next 10 years, 250,000 single-family homes will be
built in California alone, 18 million new homes in the U.S. in total."
Los Angeles Times, 6.27.01& National Association of Home
Builders, "The Next Decade for Housing" Report
Gone are the days when all the homeowner wants is a telephone, cable
and security system that is routinely installed by any electrician
As today's youth enters the world of computer technology, the need
for home area networks (Han) to enable more than one family member to
have access to a computer and the wealth of resources that provides,
is no longer a luxury but a necessity.
PAGE 6 SEPTEMBER 2, 2001 PARADE
"Without this wiring, in a few years your houses
will be looked on as electronic dinosaurs."
- Source: homeautomationtimes.com
The sophisticated lifestyle of the new generation of homeowner
demands razor-sharp images, immersive surround sound, and home
automation features with fascinating extras that bring to mind
stories of the Jetsons.
These devices have advantages beyond melding your favorite
entertainment technologies with a click of a button and saving lots
of space in an equipment rack or on a bedroom dresser. Pre-wire
integration means you won't have to deal with the cable spaghetti
that results from patching together different components.
Demand these homes, and the communities in which they are built, to
be "smart" is creating a multi-billion dollar industry.
This expansion now calls for a different breed of technology service
provider enabling smooth integration. The professional must be
trained in the product and its complexity and know how to install to
maintain integrity of transmission.
To install the digital infrastructure that consumers are increasingly
demanding, builders currently have to go to more than one source,
including countless manufacturers of wiring, automation and
entertainment components. Often, marketing, consumer needs
assessment and option sales are under-utilized resulting in lost
With 11 years of industry experience, the Home Tech Works provides
one source for the builder to create "smart homes", saving both time
and money so the builder and homeowner can reap the benefits of this
emerging segment of the industry.
Also, Home Tech Works has unique positioning in the industry because
of it's ability to offer option packages to add on top of the
infrastructure of the prewire so the homeowner is able to tailor
their home to meet their needs, giving homeowners the ability to
virtually customize their home.
Home Tech Works offers
1. INDUSTRY EXPERIENCE AND CREATIVE ABILITY. Upon a synergistic
foundation of home networking, automation and entertainment,
technology, business development and marketing expertise, we add a
deep understanding of the creative process to develop great ideas
that blossom into highly effective home automation solutions for the
home and the community.
2. STABILITY. We are a seasoned management team who has individually
and as a team developed and implemented applicable and complementary
projects. We use a systematic approach that integrates traditional
business practices into the new digital realm, with the intent to
create and implement integrated home automation solutions.
3. RELIABILITY. Our systematic approach to quantifying the strengths,
weaknesses and integration issues of our projects helps us to
reliably fulfill the intent of each project and the full potential of
the technology in user-friendly applications.
Our project management discipline calls for the clear analysis of the
needs, for which we build a team of internal and external resources
on an "as-needed" basis for implementation. This approach gives us
flexibility and is cost-effective. It also enables us to ramp up or
down for projects quickly, depending on the parameters of the job.
Key characteristics we use as a guiding principle in the process
include the basic ingredients of comprehensive talent and background
necessary for the position, an attention to detail, a professional
demeanor spiced by a sense of humor, imagination and enthusiasm, and
a desire to make a difference.
Industry veterans formed Home Tech Works in 2001 to assist builders
with integrating and successfully implementing new "smart home"
Home Tech Works is an equally owned joint venture between Media
Concepts (Pink sheet MDCE), a home networking, automation and home
theater company, and Top Box (privately held), a marketing and
The team is located in Los Angeles and Temecula, both in southern
Top Three Reasons Consumers Want "Wired Homes"
The top three reasons consumers cite for wanting residential digital
High-speed Internet access for all computers throughout the
Ability to monitor and manage the home, including saving
energy, security and away-from-home Internet access.
Entertainment access throughout the house.
Our research into the homebuilders market
in southern California has found:
Although home price is not always a guarantee, the
correlation most often exists between a home enhanced with pre-wiring
for telephone and cable TV, and especially with Cat 5 wiring, and
pricing above entry-level, moving upward to the luxury level.
Wiring for telephone and cable TV is often restricted to
master bedrooms and areas such as the family room, therefore not
allowing for the true networking of a home. A builder who offers Cat
5 into one bedroom of the house or a few rooms only restricts the
homeowners' choice of access considerably.
Using telephone lines instead of Cat 5 or more advanced
wiring solutions does not accommodate digital signals/high-speed
Internet/entertainment delivery or a networked home; it is our
contention that these homes will be out-of-date in short order, as
advanced technological offerings continue to proliferate.
Home Networking & Automation, a Booming Market
A massive shift in the impact of technology into the home is creating
a multi-billion dollar networking and automation industry. Market
drivers include multiple computers in the home, rising Internet usage
and the advent of broadband and other high-speed delivery systems for
the Internet and entertainment.
The home networking and automation industry is one of the fastest
growing markets in the world today with annual growth projections of
nearly 30%. It is made up of several sub-sections, each projected to
see explosive growth. The base or infrastructure upon which all
components and equipment is based is home networking, or home area
networks (HAN). Home networking projections anticipate industry
revenue to reach $7.7 billion by 2004, with 14% of new homes being
wired currently, rising to 25% over the next few years. Wireless
system sales are expected to generate nearly $2 billion in revenues.
Home Networking should not be confused with Home Automation, which
has to do with command and control systems for the heat, light, and
power systems within a home. Home automation, the components creating
the application systems, is expected to generate $27.3 billion by
2005. Home theater sales, yet another sub-section of the overall
industry, saw sales of $10 billion in 2000.
Much is being written about the smart home, or connected family of
the future. Big interests are at stake in this industry, with
companies such as Intel (NASDAQ:INTC), Microsoft (NASDAQ: MSFT), and
3Com (NASDAQ:COMS) diligently working out the bugs; others, including
Cisco (NASDAQ:CSCO) and Honeywell (NYSE:HON) have been testing the
new technology in homes to see how consumers react.
Such companies have found that although talking toasters may remain a
fantasy, people would even now be willing to use more prosaic
applications that make it possible for them to communicate more
easily, to find a broader range of entertainment options, and to
assume greater control over their homes. Brand name consumer
appliance companies are also in the game, including General Electric
(NYSE:GE), Whirlpool (NYSE:WHR), and the gaming companies Sega, Sony
(NYSE: SNE) and Microsoft.
Home Tech Works Sales
Target Builder Profile
Home Tech Works is located in the heart of one of the fastest growing
new home markets in the country, southern California. From a sales
point of view, our efforts are going to establish relationships with
builders and developers first in our backyard -- Temecula, northern
San Diego County, the Inland Empire and Riverside County -- branching
out then to Orange County and the rest of the state.
The home building market is dominated by industry leaders, including
but not limited to Beazer Homes USA Inc. (NYSE: BZH), Capital Pacific
Holdings (AMEX: CPH), Centex Homes (NYSE: CTX), D.R. Horton, Inc.
(NYSE: DHI) and KB Home (NYSE: KBH). These builder/developers are
typically building single- and multi-unit complexes with a beginning
price tag of $250,000 per unit, with developments running up to 1000
units or more.
Structural Wiring design and installation for production
and custom homes
Home automation, entertainment, theater, security,
lighting, and household monitoring and operations systems
Geographic Area of business activity
Primarily southern California
Our Process begins with then moves from
Computer Assisted Design
to trimout to a fully working structured wiring system.
Renaissance Estates, a semi-custom 25 home development in Temecula,
CA. Home Tech Works Next Generation residential wiring system,
including wiring for security, has been completed on the initial
"A long list of luxury features comes with every Oak Hill home,
including.... Category 5 wiring with an optional Home Tech system,
with upgrades that allow you to network all the computer workstations
in your home, or to program and control lighting, security,
thermostat, and other household systems from your computer or while
you are away. Pre-wiring is included for cable and telephone in all
bedrooms and family room. Pre-wiring is also included for security
system and for home theater surround sound." source Los Angeles
Times, Saturday April 6, 2002
Example floor plan...
Erik Vidrio, Chief Executive Officer
Vidrio has worked in the home networking and automation and audio /
video design arena for over 10 years. He developed a multi-million
dollar custom home automation, networking, and entertainment company
in southern California. As the President of Media Concepts (a joint
venture partner in Home Tech Works) for the last two years, he has
led the company's progression on the public markets and positioned it
for fully reporting status on the OTC Bulletin Board. He surrounds
himself with top financial and legal talent and has repeatedly met
strategic objectives, including the creation of homtheater.com and
its integrated home theater production and delivery systems.
As a home networking, automation and design veteran, Vidrio has
designed, remodeled and built over 200 elite custom residence
automation and entertainment systems. As a contractor, he has worked
extensively with architects, designers, subcontractors, and suppliers
in the building and design industry. He has experience in the newest
computer technology, including web design, multimedia presentations
and production, CAD design and rendering, animation, A/V system
programming, 3-D modeling, and the latest in-home automation.
Vidrio has extensive acoustical training. He has a degree from Trebas
Institute and served an apprenticeship under a Grammy award-winning
producer and acoustics expert. He is the primary architect of the
company's proprietary turnkey "next-generation" Residential Wiring
(HAN) System and Home Theater design package.
Glenna Wiseman, President
Wiseman brings a 15-year track record in marketing, communications
and management to Home Tech Works. She is versed in the creation of
new business development, strategic and sponsorship relationships,
As President of Top Box (a joint venture partner in Home Tech Works),
the Home Tech Works joint venture partner, she co-founded the company
and spearheaded the securing of contracts in the $16 billion
promotional products industry. Previously, as VP, Marketing for The
MultiMedia Group Inc., she participated in driving revenues from $5M
to $25M. She launched the company's first international public
relations campaign, creating editorial coverage that eventually led
to the company's acquisition by Clarke Hooper LTD of England. She
participated on the senior management team of Clarke Hooper's U.S.
acquisitions team (5 in the U.S.) to develop Fortune 500 and Fortune
1000 accounts nationwide.
Wiseman has also served as a marketing and organizational consultant
for a variety of companies, including the adventure sports
organization Eco-Challenge (produced by Mark Burnett, Survivor);
Hanes Hosiery, a division of Sara Lee Corporation; Aspen Marketing
Group; and BUM Equipment.
Nancy Maier, Vice President
With a strong entrepreneurial background spanning two decades, Maier
uses her project management and team building experience to oversee
and organize the company's day-to-day activities. She is experienced
with established companies and start-ups -- both for profit and non-
profit. At Top Box, she participated in the acquisition of clients,
including the British Academy of Film and Television Arts, for which
the company secured sponsorship.
For five years Maier lent her talents to the start-up of the American
Cinema Foundation (ACF), an organization dedicated to recognizing and
nurturing feature film and television productions. Her area of
responsibilities included overall management and, as Program
Director, oversaw all ACF programming, which included: the E Pluribus
Unum Awards, national conferences in joint sponsorship with the UCLA
Center for Communication Policy; an annual scriptwriting competition;
and a series of directed readings which showcased projects caught in
entertainment limbo. Maier's efforts were key to bringing in sponsors
for the foundation's events; sponsors included MGM, Myerson
Entertainment, National Broadcasting Co. Inc., Panavision, Philip
Morris, Sony, and Universal Studios.
As a founding partner in a multimillion-dollar pipe company
representing Driscopipe for Phillips Petroleum, Maier's nurturing and
logistical strategy helped the company become the largest
international distributor in only four years.
Larry Kaufman, Director, Project Management & Sales Support
Kaufman brings over 25 years of experience in management and sales.
His leadership abilities drove one of the pioneer firms in the
promotional products industry, Kayman, a wholesale wearables
distributorship, to the $100 million volume mark during his tenure as
National Sales Manager. A co-founder of Top Box, he participated in
the securing of key promotional products industry contracts, and led
the sales effort into the distributor companies. Attentive to timing
and detail, he has spearheaded project management responsibilities,
and has conducted numerous training seminars, supervised trade show
selling environments, and participated in the development of sales
Kaufman's extensive background in the retail sector has allowed him
to hone his keen understanding of the ever-changing and demanding
consumer appetite. His packaging skills and production selection and
development expertise are rooted in the apparel industry at both the
retail and wholesale levels, where he served in numerous buying,
selling, and management capacities. As a buyer, he has sourced and
delivered lines both from domestic and foreign sources; he has
managed the buying and planning staff, set merchandise strategies,
managed inventory, and developed sound merchandise promotions. While
a buyer for the high-end retail firm Bullocks Wilshire, he negotiated
the largest financial markdown reimbursement from a vendor in his
Steve Wiseman, Director, Technology & Product Integration
Wiseman is a highly versatile and skilled computer professional. His
technical/computer experience began over 20 years ago with mainframe
computing technology. He is certified as a California state post-
secondary educator in the areas of PC office applications and
programming, office automation software, accounting software, word
processing, spreadsheets, web page design / implementation, and
programming languages. He has utilized his skills as a contractor for
both private and public colleges and for corporations, most recently
for Boeing North American, Space Division/NASA.
As part of the management team at Thrifty Drug, Wiseman was a team
leader in the implementation of the first computerized laser bar-code
readers to be used in the retail environment. He has produced high-
end websites for corporate, financial, and entertainment industry
clients. Using innovative ideas along with his technical expertise,
he led the team on the development of Top Box's e-commerce package.
Wiseman's technological background contributes to the infrastructure
of Home Tech Works on a corporate level. His expertise also
streamlines the company's integration and adoption of product,
installation, and certification programs, as well as the training of
builders and installer teams nationwide.
Gerry Berg, Acting CFO
Berg is an experienced management consultant. He has over twenty-five
years of experience serving in executive capacities, including chief
financial officer, for publicly traded companies, such as Form
Physics Corporation, Imaging Technologies Corporation and Greenland
Corporation. He is a Certified Public Accountant, having served with
the public accounting firm of Deloitte + Touche for six years. He
holds a Bachelor's degree in accounting from Walsh College.
Media Concepts / Home Tech Works
Telephone: 310.301.3305 Fax: 310.301.7705
Toll Free: 800.814.7789
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