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DIY

ADT unveils DIY brand at CES

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01/07/2020

LAS VEGAS—ADT unveiled its new DIY smart home security brand, Blue by ADT, at CES here this week.

DIY causing home security disruption

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Tuesday, November 19, 2019

Research from Parks Associates shows that over the past six years, self-installed home security systems are gaining momentum, slowly, but traction no less, over professionally installed systems. Recent research from Parks found 51 percent of security system owners who acquired their security system in the past 12 months self-installed it. This is up from only 10 percent of security system owners who acquired their system six or more years ago. Additionally, 88 percent of self-installers report the set up was easy or very easy for them.

“New DIY security solutions entering the market are designed from the ground up to be self-installed by the consumer, so they are designed to deliver a smooth, painless experience on installation and setup,” Dina Abdelrazik, senior analyst, Parks Associates explained in the announcement. “These solutions seek to appeal to households unmoved by traditional, self-installed security systems. Value propositions, such as security and peace-of-mind, have always appealed to a broad base of consumers, so as DIY products evolve to deliver an easy, off-the-shelf experience, security adoption will start to crack the 70 percent of households that do not have and do not plan to acquire a security system.”

This discussion will continue at CONNECTIONS Summit at CES, a one-day executive summit that focuses on the best business models and value propositions in the Internet of Things (IoT), the smart home, and connected and mobile CE and services, during the session “Disruption in Home Security: Smart Home Convergence.”

The CONNECTIONS Summit, hosted by Parks Associates, will be held in Las Vegas on Jan. 7, 2020. Attendees will experience panel discussions, commentaries, insights and debates delivered by leaders from companies in the IoT and smart home space geared toward helping companies build new revenues and innovative business models. Sessions include “Smart Home and IoT: Health and Wellness Applications;” “Smart Home & Interoperability: Expanding Ease of Use;” “Smart Home Platforms: Unlocking Consumer Value,” and more.

The following professionals will be speaking during this session: Naveen Chhangani, VP, product and services, Arlo Technologies; Vera Tzoneva, head of assistant distribution partnerships, Google; Andrew Voyantes, GM of installed solutions, Ring; and Matt Wolf, head of partnerships, SimpliSafe.

“Over the past decade of keeping people’s homes and businesses safe, we’ve seen that more and more consumers want solutions that fit their lives without compromising on security and privacy protections,” Wolf said.

Security industry weighs in on role of DIY

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07/17/2019

YARMOUTH, Maine—Interest in DIY security systems is on the rise with 52 percent of households that are highly likely to purchase a security system in the next 12 months planning to buy a system that is self-installed, according to new research from Parks Associates.

New research shows DIY is on the rise

Parks finds DIY raising awareness while competing with traditional dealers
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06/13/2019

DALLAS—New research from Parks Associates reveals at the end of 4Q 2018, 28 percent of U.S. broadband households reported the presence of an active security system, up from 26 percent in 4Q 2017, with 24 percent having professional monitoring.

ADT acquires DIY home security provider LifeShield

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02/12/2019

BOCA RATON, Fla.—ADT announced this week that it has acquired LifeShield LLC, a pioneer in advanced wireless home security systems, in a transaction valued at approximately $25 million. John Owens will continue in his current capacity, leading the LifeShield team.

Parks looks at IP camera sales, DIY’s impact

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Wednesday, September 19, 2018

An estimated 7.7 million standalone and all-in-one networked/IP cameras will be sold in the U.S. in 2018, with $889 million in revenues, according to research from Parks Associates entitled Smart Product Market Assessment: Networked Cameras.

“Networked cameras have experienced a positive growth rate over the last year—2018 is expected to witness a roughly 11 percent increase in unit sales from the year prior,” Dina Abdelrazik, research analyst, Parks Associates, told Security Systems News. “Overall, the broadband household penetration rate is estimated at 9 percent in 2017 and is expected to nearly triple by 2023. Furthermore, the CAGR rate for all-in-one camera purchases from 2018 to 2023 is about 19 percent.”

Abdelrazik noted that advances in image recognition and ease of self-installation, combined with a strong user experience, “are driving increased adoption, with retail channels (online and in-store) starting to dominate sales,” she said. “IP cameras are key security-related devices and provide peace of mind to consumers. As such, these devices are consistently among the most popular smart home devices.”

While retail channels dominate (approximately two-thirds) in terms of channel purchase locations for consumers, security dealers were the next option, followed closely by “broadband service provider” and “direct from manufacturer.”

According to Parks’ findings, DIY cameras represent the majority of sales as these products are improving consumer experiences for installation, setup and usage. The good news for security dealers is that consumers still value recommendations and setup assistance, as 7 out of 10 consumers planning to buy a networked/IP camera would consider recommendations from an insurance or security company to be “important or very important,” according to Parks.

“Standalone IP cameras, video doorbells, and all-in-one cameras all provide an added layer of security for the home alongside security systems,” said Abdelrazik. “Security dealers have an opportunity to offer these products during their sales or installation processes to educate the consumer on the value of the device, as well as enhance the overall utility of the security system.”

She continued, “The attachment rate of video cameras and home control products to new security systems continues to climb, as does the incremental RMR from video services. Video provides unique value to consumers. Once consumers have the ability to check in to see a live view of their home from anywhere in the world, it is hard to give up that experience.”

Parks’ market assessment notes that voice integration and the development of AI as it relates to image and sound recognition will drive the next generation of networked cameras. For example, more than 80 percent of consumers who own or plan to buy a networked camera consider image or sound recognition abilities to identify safety and security events (like glass breaking or a person falling) to be appealing or very appealing, Parks found.

Looking forward, Abdelrazik said AI and the integration of voice control “will help drive further engagement with consumers, which will continue to drive positive consumer experiences. While consumer privacy concerns do exist with networked/IP cameras, we project double-digit growth for the IP camera market, as consumer familiarity rises, price points continue to drop, and millennials buy homes, acquire pets, and begin having families.”

DIY's impact on security significant

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Wednesday, November 1, 2017

YARMOUTH, Maine—With the recent announcements from Nest, Ring, and Samsung/ADT, as well as Honeywell’s announced plans to offer a DIY solution, many in the industry are speculating on the impact DIY security systems could have on the security industry.

New research from Parks Associations shows aggressive innovations in smart DIY solutions will reinvigorate the home security market. Parks found that new and more economical DIY systems from key players, including Nest, Ring, Samsung, and ADT, are part of a key step in expanding the security market. The international research firm also notes that new smart DIY solutions will reinvigorate adoption of home security, particularly among younger consumers.

“Consumers value security and safety use cases, but the security market has struggled to move beyond the traditional 20% penetration level in the U.S.,” Brad Russell, research director, Connected Home, Parks Associates, said in the announcement. “Aggressive moves by companies such as Ring, which launched its inexpensive Ring Protect DIY home security system in October, will help attract new and younger consumers into the security market. Ring’s pricing strategy also puts downward pressure on other players to lower prices.”

Parks Associates reveals that 37 percent of smart home device owners report safety is the main reason they purchased a smart home device and nearly 30 percent bought a smart home device primarily to monitor their home while away. The firm notes that DIY innovations with on-demand, no-contract monitoring options could help expand the market for device makers and for monitoring providers who seek inroads to young consumers.

“Samsung and ADT have joined forces for the ADT Home Security Starter Kit, which expands the self-installable DIY segment,” Russell said. “Meanwhile, hub-based security systems are an intentional strategy to stake out a controller position in the home for a variety of future device and service offerings.”

This latest Parks’ research comes on the heels of findings from London-based research firm IHS Markit, which estimated that in 2016 the Americas was the largest market for DIY security alarm sales, expected to grow at a 20 percent CAGR over the next five years.

Security Systems News is also looking at the impact of DIY on security in its latest News Poll.
 

Honeywell to offer DIY home security system

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Wednesday, October 18, 2017

Honeywell began notifying customers this week about the launch of a new DIY home security system.

“We are actively working with our professional security dealer and installer customers to grow their businesses as this industry evolves," Brian Casey, vice president and general manager, Residential & Intrusion Solutions, Honeywell Security & Fire, told Security Systems News. “We believe the rapidly growing self-installed security space represents an opportunity for professional security dealers to expand their existing business models. The new Honeywell Smart Home Security solution gives our dealers an opportunity to sell to a different type of customer, and compete against the new players expanding into this space.”

Honeywell said through email that the new solution—called the Honeywell Smart Home Security System—is “targeting tech savvy consumers. The new solution will be an all-in-one, self-monitored and self-installed system that is attractive to the estimated 60 percent of U.S. households who aren’t interested in traditional security services and contracts. Honeywell Smart Home Security System will be available for professional dealers early next year to help them reach this market.”

This is a very interesting announcement, especially coming on the heels of all the recent developments in the DIY space, including announcements from Samsung/ADT, Ring and Nest.

In addition, SSN’s News Poll is focused on the topic this month.

Mountain Alarm opens new HQ

DIY business seeing strong growth, now company’s largest branch
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06/21/2017

OGDEN, Utah—Mountain Alarm, a national fire protection, security and home automation company, recently opened a new headquarters here that will serve the company’s 14 branches in six western states as well as its rapidly growing national DIY business.

My Alarm Center's new business model driving success

Organic growth strategy, new DIY division paying dividends
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08/17/2016

NEWTOWN SQUARE, Pa.—My Alarm Center, a super-regional security company with a rapidly evolving national presence, is coming off an impressive year of organic growth, complemented by the success of its new DIY division, LivSecure.

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