Ikea will launch the furniture with built in electronics in five countries this June. By 2013, the company plans to sell the furniture globally.
"It's a branch where for the most part, the majority of the actors aren't doing so well," says Jonas Arnberg, a consultant at HUI Research, who admits Ikea's entrance into this market was unexpected.
However, Arnberg thinks Ikea has an uphill battle. "If it's possible for Ikea to underestimate something, this might be it. This is a really tough branch to be in."