Sequel to go direct to dealer

Sunday, June 1, 2008

ROSEVILLE, Minn.--Sequel Technologies, a residential security product manufacturer, in April announced it would begin selling its new product line directly to the dealer.

“We’re old ITI guys,” said Duane Paulson, Sequel president, referring to himself and Sequel cofounder Chuck Durant. (ITI became Interlogix and was purchased by GE security.) “ITI had a direct-to-dealer model for years and it was extremely successful for a variety of reasons … a close relationship between the dealer and manufacturer helps us as a manufacturer to understand the market needs,” he explained. “No one will come between us and our customers.”

Paulson and Durant launched Sequel Technologies in 2005. Durant formerly served as president of residential solutions for GE Security and Paulson was VP of global residential marketing.

Sequel consulted a number of dealers during its product development stage.

“I had one dealer tell me that if we could help him do his job better, faster and smarter he’d buy our stuff. The focus of our design has been solving the problems of the local dealers,” Paulson said. Sequel introduced two control panels, a line of wireless security sensors and several system peripherals in March--at one time, Sequel hoped to get product to market by 2006. Paulson said the products are designed for the “truly independent local and regional dealer … what we used to call the classic carriage trade dealer.”

Some of the interesting features include a wireless platform in addition to hard-wired capabilities. That means wireless signals can be sent and received on separate narrowband frequencies, thus increasing reliability. The platform is compatible with other manufacturers’, so retrofitting a GE or Honeywell system is “very easy.”

Sequel also added an Ethernet module, and the panel “allows a smooth connection to leading home automation systems such as Crestron and Control4.”

In addition, the control panel and the whole system is compliant with the Security Industry Association’s DC-09, a new standard for IP-based communications from the premises to the central station. Previously, central stations had to have special receivers for each manufacturer.

Sequel’s VP of engineering, Ted Nesse, chaired the standards committee, Paulson said. “Our fingerprints are all over this; we think the standard is very important for the industry.”

Sequel is in the process of signing up dealers. “This announcement is as much about customer service as it is about products and technology and that’s part and parcel of why we’ve adopted the direct-to-dealer model.”