In 1997, X10 Ltd. proved once again with the launch of X10.com that to be a market leader means making tough choices. The longtime original equipment manufacturer had long been the premier supplier of products for the Wired Home. It was X10 LTD. who developed the Powerline Carrier Technology (PLC), to use existing AC wiring to automatically control lights, appliances, and security systems. It was X10 LTD. that made PLC available as an open standard that has been marketed by industry leaders including RCA (Thomson), Radio Shack and IBM.

The Internet, via X10.com,  was the perfect medium to service the marketplace that X10 LTD. had established more than 20 years earlier. X10 Wireless Technology, Inc. has been established as a  leader in design and marketing of home control, entertainment and security and home networking technology products. X10 WTI owns and operates X10.com as a marketing and portal for products.

X10.com was developed to take advantage of two factors. First: the Internet has changed the marketplace by providing a direct link to buying customers. Second: selling online was a perfect match for X10’s products, known for providing high functionality at a low-cost.