ADT: "80% Of What Customers Ask For Upfront Is A Camera"

ADT CMO Jamie Haenggi with an interesting comment here:

In sales interactions I have listened to, almost 80% of what customers ask for upfront is a camera. Almost before the rep could get to anything, the customer is asking for the camera. I would say 80% or 90% of those requests are for an outdoor camera.

That is similar to what ADT's CEO Tim Whall said recently about doorbells:

doorbells selling like hotcakes, everyone wants a doorbell

Interesting to see the high deman on the consumer side. Curious how much the alarm companies like ADT are capturing vs the big box retailers selling video surveillance kits...

 

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I have definitely noticed a spike in the available assortments of those kits in big box retail.  Three years ago, there was maybe one kit to pick from and it was almost always SD analog.

Now there is at least a quarter aisle stocked full of five or six different ones, HD analog and IP.  

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I mean I think certain customers will resort to this, however the customers where 80% of the residential market makes their money (higher end homes) nothing has changed. I really don't see my executive or physician / white collar professional going and pulling wire and installing cameras on their own on the weekend. I think this has wrecked things for the lower end of the market, but that market has always been garbage and fickle anyway.

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It's pretty simple. For most people, the perimeter of their home is the edge of their yard.

John, you know what I think about outdoor safety.

Big market, poorly served.

 

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