Sequel to go direct to dealer
ROSEVILLE, Minn.--Sequel Technologies, a residential security product manufacturer, in April announced it would begin selling its new product line directly to the dealer.
Ã¢â‚¬Å“WeÃ¢â‚¬â„¢re old ITI guys,Ã¢â‚¬Â said Duane Paulson, Sequel president, referring to himself and Sequel cofounder Chuck Durant. (ITI became Interlogix and was purchased by GE security.) Ã¢â‚¬Å“ITI had a direct-to-dealer model for years and it was extremely successful for a variety of reasons Ã¢â‚¬Â¦ a close relationship between the dealer and manufacturer helps us as a manufacturer to understand the market needs,Ã¢â‚¬Â he explained. Ã¢â‚¬Å“No one will come between us and our customers.Ã¢â‚¬Â
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.
Ã¢â‚¬Å“I had one dealer tell me that if we could help him do his job better, faster and smarter heÃ¢â‚¬â„¢d buy our stuff. The focus of our design has been solving the problems of the local dealers,Ã¢â‚¬Â 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 Ã¢â‚¬Å“truly independent local and regional dealer Ã¢â‚¬Â¦ what we used to call the classic carriage trade dealer.Ã¢â‚¬Â
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 manufacturersÃ¢â‚¬â„¢, so retrofitting a GE or Honeywell system is Ã¢â‚¬Å“very easy.Ã¢â‚¬Â
Sequel also added an Ethernet module, and the panel Ã¢â‚¬Å“allows a smooth connection to leading home automation systems such as Crestron and Control4.Ã¢â‚¬Â
In addition, the control panel and the whole system is compliant with the Security Industry AssociationÃ¢â‚¬â„¢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.
SequelÃ¢â‚¬â„¢s VP of engineering, Ted Nesse, chaired the standards committee, Paulson said. Ã¢â‚¬Å“Our fingerprints are all over this; we think the standard is very important for the industry.Ã¢â‚¬Â
Sequel is in the process of signing up dealers. Ã¢â‚¬Å“This announcement is as much about customer service as it is about products and technology and thatÃ¢â‚¬â„¢s part and parcel of why weÃ¢â‚¬â„¢ve adopted the direct-to-dealer model.Ã¢â‚¬Â