Commercial Integrator + Security Sales Nov/Dec 2023 - 74

SSI
HOME AUTOMATION
the industry, although dealers are finding
ways to adapt to the threat. Although 40%
of dealers count DIY systems as a barrier
to growth, that percentage has decreased
each of the past two years (down from
51% in 2021 and 45% in 2022).
In fact, 30% of dealers report that,
now, they offer DIY security systems, with
or without professional monitoring attached.
Dealers hope that, by responding
to clear market demand for these simpler
solutions, they can onramp first-time buyers
and upgrade them down the road.
And, indeed, Parks Associates' consumer
survey data finds that this does, in
fact, happen. To wit, 15% of households
with a professionally monitored security
system report switching from self-monitoring
in the 12-month period prior to
the survey.
Dealers Turn to Smart Home,
Higher Monitoring Fees
Customers' desire for smart-home devices
with their security systems has ranked
as the top business driver for three years
running. In fact, about a third of dealers
position themselves strategically as a
smart-home solutions company, rather
than positioning themselves as a premise
security company.
We see this positioning from market
leaders, including ADT, Vivint and Brinks.
Both ADT and Vivint position smart-home
devices prominently on their landing
pages, and Brinks rebranded from Brinks
Home Security to Brinks Home in 2021.
Smart video devices (e.g., network
cameras, video doorbells) are dealers'
most commonly sold smart-home products,
and the vast majority of those sales
happen with the initial install. Currently,
20% of U.S. internet households report
owning a video doorbell; meanwhile, 17%
own a networked camera.
Manufacturers continue to bring new
video-enabled devices to market, including
flood lights, door locks, external
keypads and garage-door openers with
embedded cameras.
These devices are an important source
of revenue not only because they drive
up the overall price of the system but
also because of the ongoing video access
COMPANY POSITIONING
We are a Smart-Home
Solutions Company
32%
and storage fees that increase recurring
monthly revenue (RMR).
In fact, dealers report that the average
fee charged for professional security services
is $54 per month, which represents
strong growth since 2021, at which time
dealers reported an average of $40 per
month. Although this is an average across
all types of systems and services, monthly
fees vary widely.
For instance, dealers charge a customer
who receives only professional monitoring
with no interactive services $34 per
month. That compares to an average of
$67 per month for a system with professional
monitoring, interactive services,
We are a Premise
Security Company
68%
AMONG ALL SECURITY DEALER SURVEYED, N=50, ±13.86% | AMONG ALL SECURITY DEALER SURVEYED, N=50,
±13.86% | " Q517. WHICH STATEMENT BEST REPRESENTS YOUR FIRM'S STRATEGIC POSITION? | SOURCE: SECURITY
DEALER SURVEY 2023
smart-home devices, video storage and
video verification.
The DIY market has proven the value
that consumers place in video devices,
such that video devices alone (meaning,
not attached to a system) are " good
enough " security solutions for many
consumers. Dealers can benefit from
this video-first thinking by embracing
video-attached systems as a foundation of
their packages.
In addition to video services, 75% of
dealers offer value-added services, which
build on their core capabilities, to drive
new revenues. Home network services,
whole-home technical support and PERS/
Security Dealers Need More Options to Compete
Smarter and Faster with More Mass Competitors -
Adding More RMR and Accounts/Day in as Few as
Five Minutes
In 2000, only half the U.S. population was accessing info through the internet;
today, estimates are 95% to 98% of the 131.2 million U.S. households do. Internet
access has become a necessity versus a luxury, heightened and hastened (to
broadband) by the pandemic. With fast connectivity and unlimited content and
videos available to all, technology - and especially do-it-yourself technology
- has rapidly risen. Parks Associates recently reported that one in 10 U.S.
internet households already own a DIY security system. What's more, although
2023 residential system adoption is steady at 31%, and while larger companies
have seen gains or remained unchanged, " the smaller players, including local
traditional players, are seeing their share of the market dwindle. "
That's why Napco's highly anticipated, award-winning Prima Smart Security/
Video/Automation System was designed to give even smaller dealers the fullfeatured
tech clout, efficient system-deployment options and backend control
formerly only available to the big nationals. With Prima and its revolutionary,
five-minute installation, dealers can get more RMR-earning systems/day online in
their choice of three ways: They can ship preconfigured Prima to their customer
for self-setup as a DIY or Do-it-with-Me solution. They can have their salesperson
sell and set up same time, avoiding scheduling hassles and labor shortages. Or
they can use Prima's full array of pro-grade upsell and smart-home accessories
within traditional custom installations.
74 Commercial Integrator+Security Sales & Integration | Nov/Dec 2023

Commercial Integrator + Security Sales Nov/Dec 2023

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