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Home Security Whisper

Home Security Whisper
 

Research Question: Are new cable/telco home security products taking market share from ADT and other traditional home security players?

Companies Covered: ADT Corporation (ADT), Comcast (CMCSA), Verizon (VZ), Time Warner (TWX), Protection One, & Monitronics

Report Available: May 16, 2013

 

Initial research by Blueshift shows a number of new providers entering the national home security market to challenge traditional players such as ADT, though the ramifications remain unknown.

 

Observations

  1. A number of national providers, most notably Comcast, are aggressively promoting home automation services as part of broader security services, offering customers package options that include motion detectors, window and door sensors, touch-screen controllers for operating the system, and round-the-clock monitoring. The combination of advanced technology and competitive pricing by Comcast (XFINITY Home Security), Time Warner Cable (IntelligentHome) AT&T (Digital Life), and Verizon (Verizon Home Monitoring) creates new competition and potentially threatens traditional market leaders such as ADT.
  2. As a positive for traditional electronic security companies such as ADT, Protection One, and Monitronics, the market presence of new cable/telco home security is in its relative infancy, with the majority of roll-outs thus far confined to select regions of the U.S. Also working in ADT’s favor, the company has made advances in remote technology and offers comparable features/packages to newer market entrants, while still providing customers the option of basic systems that can be installed for much less.
  3.  Some common complaints about XFINITY Home Security include its availability only as part of a bundle with Comcast’s TV and Internet service, lack of quality customer service, and comparably high installation fees.

 

To learn more about threats from new market entrants in the home security market, and ramifications for ADT and other traditional security companies, Blueshift will gather data from independent sources in the following silos:  Dealers who sell home security products for traditional players (ADT, Protection One, Monitronics) and contractors who work with dealers to install home security units.

 

To see other ideas Blueshift Research is currently working on, please click here.