Remote's appeal is universal Cypress company's Kameleon device has attained cult status with 1 million sold worldwide. By TAMARA CHUANG The Orange County Register One of the most useful electronics in the house may also be the most used, abused and unappreciated: the remote control. Universal Electronics Inc. in Cypress began changing that three years ago when it unveiled a twist to the ho-hum universal remote. Its Kameleon remote controlled up to six devices. But instead of adding push buttons for all six devices, Universal designed Kameleon to light up only the buttons for the device being controlled. With one touch, Kameleon morphs from a TV remote into a DVD remote. Fans went wild. "WIFE LOVES! ... This is THE first remote that everyone in the family loves - and the neighbors 'oooh' when they see it," wrote Todd Mosher from Portland, Maine, on RemoteCentral.com, a review site dedicated to high-end remote controls. People sent in photos of their new toy to Firebox.com, a British retailer. Another fan created a video tribute showing a flying Kameleon battling the Death Star from Star Wars. Kameleon has become one of Universal Electronics' biggest selling remotes at retailers, a minor part of its overall business. More than 70 percent of its revenue comes from licensing its technology to other companies, including Comcast, Motorola and Tivo. The remote that came with your cable box, video recorder or set-top box probably has Universal technology inside. The company estimates that 250 million people use its technology each week. Lately, Universal has been winning big contracts with customers such as Panasonic, which recently named Universal its new supplier of controllers for high-end TVs, said Michael Coady, a senior analyst at B. Riley & Co. who has a "buy" rating on Universal's stock. "Universal is replacing NEC," Coady said. "You have an American company replacing a Japanese company that was supplying to a Japanese company. Eastern companies usually rely on Eastern companies. "It's really a testament to Universal's superior technology and database of IR codes. They can charge a premium for that." Universal maintains one of the most sought-after databases of infrared remote- control codes, the secret language between a TV and its remote control. Its Kameleon, however, is a first, bringing a cult-like audience to the low-key company. More than 1 million have been sold, an achievement the company is celebrating today. Most of the company's other remotes that topped 1 million in retail sales cost well below $50. Kameleons cost $60 to $130. "This had an unparalleled wow factor," said Paul Arling, Universal's chief executive. "Users became passionate about it." The media had fun too. Men's magazine T3 tucked the Kameleon into a model's bikini bottom. The remote showed up in a Virgin Mobile commercial with Busta Rhymes in the United Kingdom and in the movie "The Stepford Wives." "It's a little ridiculous but kind of fun to think that what has traditionally been a commodity type of product now has a cult following," said Rob Lilleness, president of Universal Electronics. Paul Weller, a graphic designer from Cornwall, U.K., designed a 71-second video in 2003 for a contest sponsored by British retailer Firebox. He slipped the Kameleon into the scenes from "Star Wars," "Back to the Future" and space movie "2010." It took him nearly six weeks of spare time to complete the video. "I had no idea that it had a fan base, although thinking about it I'm not that surprised. While the standard model is fairly normal, the light-up display on the 6-in-1 is very unique and has a kind of Star Trekky, futuristic appeal to it," said Weller in an e-mail interview. Weller, of course, still uses the Kameleon today, "as the 5-inch high stack of unused remotes on top of my TV will testify," he said. Not everyone has been a fan. Some online users complained that Kameleon was too sensitive, switching between functions inadvertently. It also drained the battery. "It needs to be simpler," said Doug Patton, founder of industrial design company Patton Design in Irvine. Patton feels that Kameleon still has too many buttons. For the average consumer, Kameleon may be overwhelming because it can do so much. It has been mostly popular with just a niche audience. "As a technologist, we need to give people simplicity and realize that is more important than adding five extra features," said Patton, who designed the 5-button pen remote Mitsubishi has used for its TV line for nearly 10 years. "Having so many buttons on a remote, I'm just against that."