There are probably 3 separate home automation customers I can think of.
1. I like gadgets. I want off the shelf solutions that I (or a qualified wire-puller electrician) can install myself with a simple to use user interface. Works out of the box. There's a phone number of someone I can yell at if something breaks.
2. I am a Tech Geek. I want to read a how to article, gather the necessary components and coble something together. I don't want to be tied to a particular vendor. I want to be able to expand it myself if no-one has implemented Feature A yet. I don't mind if something breaks from time to time, just means I get to have fun and tinker.
3. I spent AUD1,000,000 on my home, and I want to spend AUD20,000 automating it, and pay someone to service it.
For me, the PLC industry is great for 2 and 3. (And anywhere in-between)
Many of type 2 are reluctant to buy software and services (it is more fun to just write my own!). I think if you are serious about this, you need to set yourself up as the go to place in Oz for home automation. Is there one already? So this means selling off the shelf solutions (1. Above) like Bluetooth lightbulbs. You have to sell raspberry PIs. You have to sell some PLC IO that interfaces easily. You will probably need to give some how to articles that include a BOM (Bonus points if one-click can add all items to the cart). I think you need to emphasise how you can scale the reliability of these solutions.
Eg "this is how you would do it on a low budget, but using an IFM temperature sensor, you can see from the datasheet you have a MTTF of 10 years." ... "Now the raspberry PI isn't as robust. You can see if you use a WAGO PLC, your MTTF is now as seen in the datasheet. You can go even better and use this bad boy from Beckhoff. Same code, as they're all CODESYS underneath. But our parent company used this controller on [important Australian Project]." ... "Here we're using isolated analogs because ..."
Over here, WAGO seems to be big in PLC Home Automation. Their IO can be hooked up to a Raspberry Pi, or a PFC200.
CODESYS have just released their Automation Server to manage PLCs securely over the internet. It's the first release so there are a few nice features missing, like remote viewing of the built in HMI. They are pretty invested in it though, so it could soon be just the ticket for home automation.