Integration of smart devices key to driving RMR growth

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Wednesday, December 19, 2018

DALLAS—New research from Parks Associates shows the integration of smart home products will be key to drive new recurring monthly revenue (RMR) growth among security companies.

Parks’ “360 Deep Dive: Driving RMR Growth with Add-on Products & Services” notes the security industry has experienced flattening RMR growth as adoption of interactive services has exceeded 50 percent of security subscribers.

“Today, over three quarters of new security subscribers have interactive services, paying $9 per month on average for the service,” Tom Kerber, senior director, IoT Strategy, Parks Associates, said in the announcement. “As adoption of interactive services matures and new entrants with low-cost, self-installed systems put downward pressure on RMR, the industry is seeking solutions to expand RMR. Cybersecurity services, video verification, and personal emergency response are a clear path to generating incremental RMR.”

Parks Associates notes only 23 percent of current security subscribers have an integrated smart home device, which can add an additional $15 to system costs. New industry initiatives, such as such as Vivint’s Flexpay, are designed to overcome consumer resistance to high upfront costs by offering financing options for security-as-a-service solutions and smart home products such as lights, locks, and thermostats, Parks noted.

Parks’ study evaluates consumer interest in financing add-on home control products, and evaluates the demographic and psychographic characteristics of consumers that are interested in each service.

Additional research includes:
•    50 percent of current subscribers will purchase add-on video verification for $10 per month.
•    More than 20 percent of current subscribers are very interested in both vehicle monitoring and tag tracking services.
•    Only 37 percent of new subscribers have an integrated smart home device.

Parks Associates will host “Special Session: Home Security and the Smart Home” at CONNECTIONS™ Summit: Consumer IoT and Smart Home on Jan. 8, 2019, in Las Vegas, on the first day of CES 2019. This session highlights opportunities and challenges in the smart home and residential security industry and features executive speakers from eQ-3 and Ring, an Amazon Company.

Parks Associates is a global market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions.