I believe the name is Suntouch that they sell at Lowes and HD. I have installed it several times and works out very well. I believe a 30"x10' mat is about 275.00 and a thermostat another 60.00. It pulls very little amps and can be connected to most electrical sources. Following directions carefully is a must. It will lay directly under big tile but on smaller tile you must embed it first which can be challenging.

Are you just trying to warm the floor or are you planning on this being the primary heat source for the room?

LOVE my Suntouch tile floor! As does my old cat who uses it as his primary sleeping space. In an old house, it's so nice to have solid warmth somewhere! If I could do every floor in my house, I would.

I DIY'd my floor back in spring 2005. It goes off only during the really hot summer months (keep it on mainly for the cat's benefit). This is not the only heat source in the room, yet when your feet are warm you feel good all over! All my friends constantly comment on how good it feels.

It was not expensive considering how lovely it feels, especially in the winter. Pretty easy to install if you watch the video and follow all directions. I recommend the programmable thermostat. Would I do it again- in a heartbeat! It will be installed in my basement bath when I get to that project.