Since your specifying the door lock and not garage opener.
The biggest problem with this lock is that it dose not look like an American traditional lock. Everyone has an opinion but I wouldn't want this thing on my house just because its ugly. I believe that most people and retailers would agree and its $200 bucks not an average $40-$50 like most locks, this is the problem. Your right in the fact that having a Masterlock endorsement would help in marketing this in the beginning, launch or introduction of the product. I thought in the beginning that Masterlock might put some muscle behind this but they haven't and it doesn't look like their going to.
When they concepted this idea they should have thought of a few important things (maybe they did). Who is the competition? Who is the target buyer? How much will the target buyer pay, $200? Ext...
When realizing who the competition is and wanting to sell it in the mass markets they shouldn't view it as a biometric market but rather the home lock industry all together. If your going to sell to the masses or even small markets your competition is still going to be Schlage (a mammoth company) or B&D Kwikset, ect who are household names and have an average sell point of maybe $50 . Locksmiths and construction aren't the way to go, most would have some kind of exclusive with one of the bigger companies and be very loyal (they have sales people taking care of them). They are very picky with their locks because most of the time they back the product or lock 100% with installation $$. Not to mention they have parts for most of these locks on hand. These people would also look at it as a $200 lock that might or might not work and fail with time, while a $200 Standard door lock would be best in class and more than likely have a lifetime guarantee. This is a bad market for them.
Maybe they should look at it as an electronic device? Target electronic retailers and buyers. People always want the best new toy and have proven that over time. People in the tech market might also have the money to spend on a $200 lock. A different class of people. In this market the consumer would be less likely to compare it to the standard lock just because its cool. There would also be less competition. In a couple of years it will be hard to compete in this industry anyway because these mammoths are investing millions in biometrics on their own terms.
So how should they market it to a mass audience? They don't need the whole audience just a little piece of it. I'm sure you see my point now, they need to identify who their target buyer is and capture it. From there they might be able to branch out into other markets. If its the Electronic and Tech industry there are TONS of gizmo type websites and magazines, most of which need to feel space and would be very happy to do some free or cheep PR. Target, visit and call the Best Buys, Office Depot's types of the world, assuming they have the cost matrix to do it (which I doubt). If they got just one of these retailers, marketing would get even easier as these companies run ads all over the US or even world with Coop money. The tech industry could also take them in to the QVC and HSN's then you have a home run, again assuming they have the cost matrix. Since we know BMRX is struggling with funds and paying themselves nicely, I identified cheep or free marketing.
I believe however that the companies goal is to not sales these products at all. Its just to make them or the technology. They want someone else to by the rights of these products and do their own marketing.. Hard to do if the costs aren't there.... No new clients equals another bad Q........
Market Data 
Markets 
AI
