Subscriber Discussion

MONI / Monitronics, Mutilates Name Of Iconic Industry Leader Brinks Home Security

LJ
Lee Jones
•Jul 03, 2018
Support Services Group

Ever watch a dog bury a dead rat…. quickly hides the carcass, but not the odor! The Moni/Monitronics stench could outlast the current name change to Brinks Home Security. Really sad to see the name of an iconic industry leader, Brinks Home Security, mutilated. Remember, over half million existing customers were sold and serviced under the broken business model of Moni/Monitronics (promised on-demand police response, at higher fees, but deliver downgraded deterrent systems without customer disclosure). This legacy liability (same as ADT) should NOT be compared or comingled with fresh generation new business like SimpliSafe and the new Brinks customers. Is it time for a state AG- AttorneyGeneral to express an overdue opinion re “deceptive business practices”.

 

U
Undisclosed #1
•Jul 03, 2018

"Really sad to see the name of an iconic industry leader, Brinks Home Security, mutilated. "

That ship sailed a while ago...

When Old Brands Go Bad

U
Undisclosed #2
•Jul 03, 2018

SimpliSafe will have to compete, not compare. Comparisons will also have to be made, its part of analyzing more than a single concept, function, theory or business. SimpliSafe may end up blowing them out of the water who really can determine that except for the analysts watching every metric. There may be a horde of fed up end users that want a new brand or feel the need to upgrade and be the first to early adopt, onboard to a new platform for the reasons like the ones you mention above. I do not expect any business to just lie down and let a new kid take the cake. On the upside the end user(s) will best benefit from the quarrels and duels of all the technology partners. Not all will benefit, some will lose, facts of life. Those most fragile and without a Promethean outlook in their enterprise will be the first to recycle the Going out of Business banners you see at all the Toys-R-Us. 

U
Undisclosed #1
•Jul 03, 2018
In reply to Undisclosed #2

"Those most fragile and without a Promethean outlook in their enterprise will be the first to recycle the Going out of Business banners you see at all the Toys-R-Us."

It's interesting that you mentioned Toys-R-Us.  They have been dying a slow death for ~2 decades.

First, their retail 'niche' (uh - TOYS; it's in their name) was crushed by Walmart and the new 'low cost' business/distribution model.

Then, after a decade on the ropes, Walmart tagged Amazon (and their new delivery/fulfillment model) to do a Jimmy 'The Superfly' Snuka off the buckle onto Geoffrey the Giraffe's face - and TrU finally died.

I see similarities in the Chinese 'race-to-the-bottom' set up - with the upstarts jumping off the buckles onto the traditional alarm dealers business model faces.

(2)
JH
John Honovich
•Jul 03, 2018
IPVM

One thing I don't get about the Brinks name change was just 2 years ago, Monitronics MONI / Brinks trumpeted the previous name change:

LJ
Lee Jones
•Jul 04, 2018
Support Services Group
In reply to John Honovich

Distractions.... however, they cannot hide their destructive legacy liability, ADT too.

UI
Undisclosed Integrator #3
•Jul 09, 2018
In reply to John Honovich

I wondered the same thing. Spoke to a few reps from Monitronics at ESX and their comment was that the name recognition for Brinks, even though it has not been used for what ~5 years, significantly exceeds Moni/Monitronics. IMHO it shows confusion in their branding strategy. Grasping at straws with falling sales and stock price. 

(1)
JH
John Honovich
•Jul 09, 2018
IPVM
In reply to Undisclosed Integrator #3

significantly exceeds Moni/Monitronics. IMHO it shows confusion in their branding strategy. 

Agreed, it would be like Vivint giving up on 'Vivint' right after they switched. A new brand takes time and is a long-term investment.

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