In reading the comment about the VHS vs Betamax comparison and how better marketing/deals allowed the lesser technology to win, it made me think of your competition Dean.
There is probably more but let's look at Homeseer and CastleOS. If I were a new user and I viewed those 3 websites, I'd probably start and stop with CastleOS first; I would only look at Homeseer and CQC if CastleOS failed to work as advertised. Clicking on the first 4 tabs of the CastleOS webpage at the top; Features, The Hub, Compatible Devices, How-Tos...that just speaks to me. It looks like a professional, modern, and coherent website focused on what the customer wants. I've never used CastleOS but if I were a prospective user, I'd definitely consider giving it the first shot with little consideration of others. I would if for no other reason that it seems to be the one most likely to succeed primarily due to marketing. I don't think Bose makes very good speakers but they are great at marketing. Monster Cables are way overpriced but the marketing is or at least was there. Apple makes solid products but they have been a master of marketing...other companies would likely have squandered the iOS devices capabilities, it is the marketing that truly separates Apple products, at least in my mind. Oh yeah, notice I didn't even mention Homeseer...I only thought of them when I reread my post...their website doesn't hold a candle to CastleOS either so why even bring them up. As a user, I would only consider Homeseer along with CQC after finding out CastleOS wasn't as good as marketed. Then CQC and Homeseer would be under greater scrutiny since the first product wasn't as good as advertised.
If I go to the CQC site, the first link is your Forum and the second link is your latest releases. The third link is to some nice information and videos...I would like that as a new user. But where do you communicate what the system can do...it looks like some random pictures floating through on the home page. If a person doesn't realize the value of those rotating pictures, they may not stay on your site long because they don't find what they are looking for. Where is your features page to tell me about all the great things CQC can do and your vast collection of connected systems you support? Your website needs to speak to the customer, excite them, and it doesn't so I'd say your biggest problem is marketing and specifically, your website.
With the current website, you can improve CQC as much as you want and your market share will likely not change. But if you were to stop making changes and completely revamp your website, I think you would get much more interest.
As I said, I am starting a business...one of my differentiators will be marketing and execution. There are many established players in the home theater speaker and subwoofer business but I think I can do better by putting out a solid product, standing behind it, and most importantly, marketing better. They all matter but the last one is the key and the one that will differentiate me from my competitors.