X10.comŽ Steamrolls to Number 69
on List of Top 100 Internet Retailers

Ranking marks another milestone in manufacturers’ rise to E-Commerce leader

Seattle — October 6, 1999 —X10.com (www.x10.com/pressroom31.htm) is among the Top 100 Internet retailers according to a survey of more than 1,300 on-line shoppers commissioned by Stores magazine, a publication of the National Retail Federation, with support from Verifone.

Ranked number 69 out of more than 700 websites where customers reported shopping during the last year, X10.com was just behind Nordstrom.com, Ticketmaster.com, and Insight.com, and in front of Hammacher Schlemmer.com. X10.com is also ranked a Top 100 E-Commerce Web site based on traffic and sales according to Media Metrix.

In only two years, X10.com has been able to achieve a leadership position by taking strident moves to exit their brick and mortar channels and sell direct. The launch of the Web site in July 1997 was a bold new direction for the longtime consumer electronics manufacturer and developer of the X10 industry standard. The full scale move to a direct E-Commerce model required fundamental changes at every level in the organization. Research and development, product launches and sales and marketing campaigns were all overhauled to operate on Internet time.

"X10.com is a perfect example of what impact the Internet can have on a manufacturer or any business seeking to control their destiny," said Alex Peder, President X10(USA) retail sales division. "The fact that we have been able to achieve these rankings in such a short period of time is truly remarkable. We have made a tremendous effort to transform into the kind of technology company prepared to compete in the age of E-Commerce. We believe the future will bring even higher rankings as computer and technology enthusiasts everywhere adopt X10.com as their premier authority for creating a 21^st century Wired Home."

The survey was conducted over a four week period in July and August 1999 by the Chicago- based market research firm Leo J. Shapiro & Associates. The survey is intended to measure where on-line shoppers have actually made purchases in the last year, how much they spent over a 12-month period and how pleased they were with the experience.

According to the survey, X10.com garnered 0.3 percent of web buyers in a 12 month period. The mean customer expenditure during that time was $231, and the site received an overall shopping experience score of 6.7. For more details concerning the study, visit www.stores.org.

About X10.com

Based in Seattle, X10.com is a division of privately held X10 Ltd., the world leader in design and manufacture of proprietary home control, entertainment and security technology products for over 20 years. To date, X10 has shipped well over one hundred million units of home control products worldwide. X10 has received numerous consumer and industry awards. X10.com sells and promotes X10 products direct to the consumer through its web site at www.x10.com/pressroom31.htm Recently, Media Metrix has ranked X10 as a top one hundred e-commerce Web site based on traffic and sales.

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