Irvine, Calif. — Home-automation supplier Insteon is out to grab market share with the launch of a new flagship hub with an introductory price of only $39, compared with its predecessor’s $129.

It’s promoted as the lowest-priced hub on the market. It’s also free with select kits that include home-automation devices, such as light switches and smart plugs.

The company didn’t say how long the introductory price would last.

Despite the lower price, the new hub adds such key enhancements as a 50 percent increase in wireless range, field upgradability, easier setup and a status screen that displays live updates of connected-device status. The hub is also smaller than its predecessor. The company didn’t specify a range.

“We’ve demolished barriers in order to reach the broadest customer demographic,” said CEO Joe Dada.

Insteon’s hub connects to more than 200 Insteon-brand devices, including lamp dimmers, thermostats and LED bulbs. The products use dual-band wireless RF and powerline technology for redundancy to ensure control signals reach all connected devices in a home. Products are monitored and controlled from iOS, Android and Windows smartphone and tablet apps and from computers

The new hub is available now at Walmart, Menards and Smarthome.com and will soon be available from such major retailers as Best Buy, Microsoft Store, The Home Depot, Target.com, Sears, TigerDirect and Radio Shack.

Insteon products were also recently added by B&H Photo in its New York City-based superstore and online at BHPhotoVideo.com.