ADT Eliminating Acquired Brands, Unifying Under 'Commercial' Brand

By: Dan Gelinas and John Honovich, Published on Jun 14, 2019

ADT is eliminating the brands of the many integrators it has acquired over the past few years, including Red Hawk, Aronson Security Group (ASG), Advanced Cabling, and Access Systems Integration as it moves to a unified 'ADT Commercial'.

In this note, based on interviews with 4 of the acquired companies (Red Hawk, ASG, Advanced Cabling, and Access Systems Integration), we examine:

  • The ADT Commercial rollout announcement
  • How acquired companies feel about the brand transition
  • How acquired companies feel about what is different since their acquisitions
  • How acquired companies feel about how have operations changed
  • How employees feel about the acquisition
  • Integrators' view of ADT
  • Outlook

*** ** *********** *** brands ** *** **** integrators ** *** ******** over *** **** *** years, ********* *** ****, Aronson ******** ***** (***), Advanced *******, *** ****** Systems *********** ** ** moves ** * ******* 'ADT **********'.

** **** ****, ***** on ********** **** * of *** ******** ********* (Red ****, ***, ******** Cabling, *** ****** ******* Integration), ** *******:

  • *** *** ********** ******* announcement
  • *** ******** ********* **** about *** ***** **********
  • *** ******** ********* **** about **** ** ********* since ***** ************
  • *** ******** ********* **** about *** **** ********** changed
  • *** ********* **** ***** the ***********
  • ***********' **** ** ***
  • *******

[***************]

The *** ********** ******* ************

*********** *** *** *** Commercial ********** ****'* *** **** show. *** ********* *********** video **** ** ****** the ******** ** *** West **** *** ** "taking ********** ******** *** fire ** *** **** level":

How ******** ********* **** ***** *** ***** **********

**** **********, *** **** **** and ********:

****** ******* ** *** the *** ********** ***** out ** *** ********. When *** **** ** the ******* ** ********, we **** ** **** to ******* ******** **** the **** ********** ***** in *** ******** ** really ******* * ********** story *** *** *********, employees *** ************.

**** *******, ******* ******** *****:

** **** ** **** fully ********** ** *** ADT ********** **** *** brand. *** ** ******* in *** ***** ** this** *** *** *** from *** *******, ****** ***** *** our ******** *****. *’* excited ***** *** *********** to ** **** ** building *** *** *** Commercial *****.

*** ************ *** *** ******* ** **** ** the ********** *****:

******* *******, ******** *******/*** ****:

** *** *** ****** than *** *****. *** brand ** ****** *** people, *** *** **** on *** **** ** the **** ** *** logo. ** *** ******** with *** *******, **** explaining *** **** ****** and *** **********, *** message *** **** **********.

*** ******* **** ****: "As **** ** * can ***** ******* ** same ***** **** ******, as **** ** *** person ********* *** ***** that ***** ** ** name ** *** ****, as **** ** ** PM ***** ***** **** of **, *** ** long ** *** ********** that ***** ** ******** is *** ****, * don’t ****** **** **** the **** ** *** logo **.

***** ********, ****** ******* ***********:

** ******** ********* **** July **** *** ******* was ******** ** ***. The ******** ** ******** was ******** ********. *** clients *** ********** * branding *** **** ******. They ***** ****** **** to ** ******** **********.

What ** ********* ** ***** *********

*** **** **** *** Security:

** ** *** ***** in *** ***** ****** of ******** *** ********** together *** *** **** that *** **** ****** are ** *******, *** changes *** *** ********* and ********* **** **** small *** ********* ************. Some ******** ***** ** increased ******** **** *** product ********, ****** ** new ********* *** *** ability ** *****-**** **** the ******** ******** **** of **** *******.

**** ********* ** ***** us ** ** **** more ****** ** *** delivery ** *** ********* as **** ** **** efficient ** *** */* processes.

******* ******** *****:

*** ******** ** ** leverage *** *********. ** have **** **** ** the "******" *******.

** **** **** **** to ********** ************* *** ADT *********** **** *** Commercial ********** **** *** branding *** ********* ****.

** **** * ****** strategy *** ********* ******** for *** ******* **** leverages * ********** ******** suite ** ********: **** ESRM ******** *** ********, design *** ***********, *********** and **************, *** * fully ********** ******* ******** capability **** *** ******** fire *******.

*** *** ******** **** financial *** ********* *********** to *** *** **** of ******* ********* *** Hawk *** ***.

******** *******/*** ****:

*** ******* **** *** Advanced ******* ******* ****** with *** ****/*** **** all **** ********. *** merger *** ******* ** to *** **** ** front ** *** ******* to ******* *** ****** to ****, *** **** has **** * ***** opportunity ** ***** **** them ***** *** ****** and ***** ******** *** our ************.

*** ** *** ******* advantages ** *** ****** the ******* ** ******* services ** * ****** footprint. ** **** *** some ***** ****** ******* that ***** *** ***********, but ** *** ****, we **** ******* ** our ********* *** *** services. ** *** *** able ** ***** ** a ***** ***** **** our **** *******.

****** ******* ***********:

*** *** ********** **** is ******* ** ********* the ****** ** *** to ******** ****** *** company ******.

******* ****** ** ********* high **** ********* ******* there ** **** **** room *** *********** *** opportunity. *** ****** ***** makes ** **** **** competitive *** **********.

How **** ********** *******

*** **** **** *** Security:

** ****** ** **** point ** ********** ** either *******. ** ** bring *** ********** ******** one ******* *********** *** the ******** *** **** customers **** ** *** ability ** ** **** transparent ***** *** *********** for **** ********.

******* ******** *****:

*** ********** ** *** able ** ******** *** our ********* ********** ***** America. ***** *** *********** and *** *** ****-*** managed ******** ************** **** give ** * ****** differentiated ********* *********. **** will ***** *** ******* increasing **** *** *********** management ** ***** ****** risk, ********** *** ******** program.

******** *******/*** ****:

********** ****** *** ************ are *********** *** **** as ****** *** ******. Our **** ***** **** members *** ******* ** our *******, *** ******* managers *** ********** *** service **** *** ***** taking **** ** *** clients, *** *** **** technicians *** ****** **** of *** **** *******. The ******* *** ********* are *********, *** ** has ******* ** ** have ****** ********** **** our ******** **** ** have *** ** *** past.

****** ******* ***********:

************* ** **** *** seen **** ******. **** we ********* ***** **** ADT’s ********** ********, * see ** ********** **** operational ********* **** *** entire *******.

Transition ********

**** ***** ********* *** acquired ** ***** *********, there *** ***** ******** about *** ********** *** the ******* **** ******. An ******* ** **** is ************ ******* ** ***, **** ********* ****** concerns ** *** ****** over:

******* ******** ***** **** they "***** ******* *** ASG" **** *** ****** them ***, ** **** below:

* ***** ****** **** the "********* ******* *** excellent ***** ** ***" as **** *****:

Positive ***** ****** ** ***

*** ***** ******** ** ADT's ***** ** **** it ** *** ****** known ** *** ******* public **** *** ** the ********* ********, ** probably ** ****** ***** than *** ** *** companies **** ********, ** far.

***** ** * **** recognition **** ****** ** matched *** **** ***'* perspective, ** ***** ******* sense ** *** **** one, ****** ***** *****, rather **** * ********** of *******, ******** ******.

Negative ***** ****** ** ***

*******, ** ** **** to *** **** ***'* brand ****** *** ********** security ***** ** *****, to *** *** *****. The ******* ***** ********** mocked ** '****** **** Twice' ** '******* **** Technician' *** ** * residential ***** *** ** is *** ************ **** known *** *** ********** work. *** *******, *** 2017********* ******* *** ******, ** ***** **** integrators **** **** **** not ****** ** ********* with *** ******* ** they **** *** *** a ***** ** ***********, low-quality *************, *** **** customer *******.

Acquired ********* ****** *** ***********

*** **** **** *** ADT ** **** ***** acquired ********* ****** ***, that **** *** ******** the **********, ******, *********** on *** ********** **** that ***** ******* *********** have *******.

** **** *** ** easy, ** ***** *** various *******, ********, *** groups ********, ********* ****** executives ******* *** **** of ***** ******* **** have **** ******** *********** payouts *** ******* ***** business.

** ** ********. ** far, ********** *** **** together ******* ** ********** ************. ***** ** * chance **** **** ** these ********* *** ***** all ***** ********* ********* into ******* *********** ******* the ********** ****** ** enterprise ********.

*******

** *** ********* ** it ** **** ** scale *********** ** ******** of ******** ** ******* in ****** *******, ** in ***'* **** ****,******* **** ******* ** commercial *********** *******. *******, ** *** can *******, **** *** find **** **** ****** from *** ******* ************** and ********** ** *** residential ******** ******.

Poll / ****

Comments (19)

* ***** ** *** only * ****** ** time. * ****** *** much ****** *** ***** folks *** ********** **** be **** ***? ******* as **** ** *** sell *** **** ** otherwise.

******, * ** ******* as ****. *** **** executives ~** ***** ***, getting * ****** ** millions ** **** ** millions, *** **** **** incentive ** **** **** to **** ** * huge ************ ***** ***** has ** **** ******** pressure:

*'* ** ******* ** see *** ****** ** the *** *** **** the **** ***** ***** systems **** *** ** their ****** ****. ****'* the ********* ** *********** look ****? * ***** think ***** ******* ******** with *** ******* ******** up ****** ***** ** commercial ***** **** ** a **** **** ** refresh *** *-***** ********** before * ***** ****** is *******.

*** **** ***** ** the “*** *****” **** focus ****** ** ** the *** ********.
**** **** ** ** already ****… **** *********:
~ ***** **** *** create *******, ********* ****** revenue.
~ **** **** ** the ******** *** *** brand **** **********.
~ **** ********* *********, brand ** ********.
** *** ***** ********** away **** ***** ******* million *********** ********* ***** customer **** ********* ******** exceeds **%, *** *******. Note *** ***** *** “customer *********” * ****** with ***** ********** ** “gross ******* *********”.
** **** *****, ***** stock ***** ** **** about **%. *** ***** big ****** ***** ******** firm, ***********, ** *** bankrupt, ******* ** (*** IPVM **********). *** **** lower *** *** *****… maybe ***** ***** *****? How/Why ** ***? ********* are **** *** **** will **** **** *** alarm ** *******, ******* they *** * ***** call, **** ***, ****** the ***** *** *******. Expensive ******** ******* **** eroded **** *** ***** deterrent *******. ********* *** discovering **** *** *** hundreds ** ***** ************ have **** *********** **** law *********** *** ** decades ** *********** ****** response, *** **** ***% error/false ******. ***, ** most *************, ** **** want **-****** ****** ********, they **** ** ******* into * “*********” ****** that ******** *********** ******-******* with ***** ** *****. We ******* **** *** save *** ***** ** spinning *** ***** *********** customers, ***** ****** *********.
******: *** *****; ******* Services *****

** ******* **** *** save *** ***** ** spinning *** ***** *********** customers, ***** ****** *********.

**** **** ***, *****?

**** / *** ***** Examined

*** ** *** ****** company **** *** ********* brand ** *** ********. If **** ******** ***** stock ******* **** ****** care ** *** ******** means ******* *** **** in *** **** ***, they **** ** **** well.

** **** ******** ***** stock *******

**** *** **** ***** stock *****? ****** ** previous ******* ******** *****.

** *** ***********, ** does *** **** ********* are **** ******* ***** this ***** ** ****** to ********** (** ** least *** ******* ****** to ************ *** *** risks ** *** *********** side).

* **** ** ** weird ****, *** *****, all *** ********** **** accurately ********* *** *********** was * ****** ******** (in ***** ** ******* and *********) **** ********** (and **** **** ***** - *********, ***, ****** in *********, ***.). ***** commercial *********** ****** *** modest ******* *** **** valuations. *** *** *** solution ** **********? * genuinely ***** **** ******* to ******* **** ** me. ****** ***** ** some ***** *** ** is *** ** ** commercial *********** *** ****** this ***** **** ******* or ****** ********** ********.

*** **** ******** *** I ***** *** **** move ***** ********* ** (and ** *** **** already **** ****** ****) the ********* ** *** DIY ******, **** ***** and ******* ****** * chunk *** ** *** residential ******.

* ********** **** *** seen * **** ********** yet, ****** ** *** case ** *********** ** cameras. **** ***** **** be * ******** ******* made ** * ******* that ******** **** *** too *** ** ****. At *** ****, ******* integrators *** ***** ** see **** *********** ** the ******, **** ** bad.. ***** **** ** a *** *******.

******** *** **** ******** post ** *** ****....

*** *** *** ** years *** **** *** Dennis ********* *******.

**** **** ****** ********* of *** ******* ******** from *** *****:

"**'* **** ** *** that ********* *** ****** abused **** ********* ************ and **** **** ******** new **** **** ** they ***** ***** ****. They ***** **** ****, as * *** ** CEOs *** **** ****."

** *** **** **** this *** *** ******* at *** **** *** that ****** **** ***** isolated, **** ******** *********** top **** ****** ******* that ****'* **** **** two "****".

*'** ****** *** **** - ** * **** what * ***** ***** company ** **. *'** also **** ** *** former **** *** **** how ****** *** *********** process ** **** *** core. *** ** *** a *** ** **'* staff *** ************ - the **** ******** *** good ******, ******* **** a ****** ******* **** is ******** ****** *** sectors ** ***** **.

**** ******** *** ********** of *** ******* ** the ** ** ******** worse **** ** ** in *** ** - indeed, *** *** ** surprised **** *** ***. The ******* **** ***** on ****, *** *** regional ****** ** ******** to *** ***** ***** it ** ***** ******** the **** ***** ******** company ** *** ****** - * ***** **'* worn *** **** *****.

******** **** ********** *** ********. ***, companies **** ******** *** this ** **** ** hear *** ** *** day *** **** *******************. *** *** ****** lack ** ****** *****, connection **** *** ****** and *********** ***** ** arrogance **** ** ******** down **** *** ***.

*** ** * **** horse. *** ** **** keep ****** ** ****** it? **** *** **** to ******....***** *** ******** right.

****** *** *** **** to **** ******.

-**** *** *** ***** branded ***********

-**** *** *** ***-***** company

-**** *** *** ***** group

**** **** *** ********* to *** ******* **** minimal *********. ** *** cannot ******, **** ****** comparisons.

* ********** ****** ** use ** ******* ** support *** ******* ********* group, **** **** **** together **** ** ******* over ****** ********* ** managers ****** ******* ******** standards **** **** **** read *****. * **** a *** **** **** to ****** *** ***** I **** *** ****** to **** ** **** I **** **** **** to **** ** ******** new *****, ******** *** technology *** ** **** interest *** **** **** investing ** * ****** me. **** * ****** for *** *** **** it *** * *** race **** ******* ** 3am *** ***** ** 11pm ** ***** (******* with ****** ********/****-*****). * found ****** ***** ** email, ******* *** ******* while * *** ******, washed *** *** ** should **** **** ********. No ****** ** ***, I ***** ******** *** or *** ******** ******* when * ******** * gave *** ** **** time **** ***** *** no **** **** ** reward ******.

**** ***** *** *** brand **** **** ******** flowing ** *** *** of ***** ********* *******, databases, ******** ******* ******* and ****** ***** ********* all ********* ** * streaming ******* **** **** no ******* ****. **** there **** ** *** few **** **** *** gain **** ****** ** the *********** *** **** margin ** ****. *** old *** **** ** so ***** ***** ***.

** *** *** *** of *** *** **** holds ** *** ******** I ********* *** ** seek *** *** **** forces **** ** ********** that ******* ** ***** your ***. ***'* **** into *** *** ********* BS *** *** ***** that *** ***** ***** stay *****.

(***** ***** ** *** ASG ** **** **** this).

* ***** *** ****** question ** *** ** the ***** *** **** commercial *********, ******** **** and ******** ** *******, ASG, ***, ***., **** the ******* *** ******* post ***********?

** *** *** * specific ******** ** ************* the *** ******* ** those ********* *** **'* received ** ********, ***** acquisitions ***** ****, *******, if *** ********* ** reliant ** *** ******** integrator *** ***** ***** team ** **** ** "business ** *****" **** the ******** ****** ***** in **** ******* ***** be **** ** *** end **** ** * number ** ****** *** likely ***** ******** *********.

(********* *** *********** **** of ***'* ********, * personally ** *** *** the **** ***** ** a **** ****** ******* station ***** ****** *******, because **'* *********** ** terms ** * ****** response. **** ** *** burglars *** **** **** before ****** ******, ** capture **** *** *** on *** ***** *** put ** * ****** siren ** ***** **** neighbors. ****, ****, **** have *** **** ** too ****** *** *** average ********.)

******* *** ***** ******* ADT **** ***** * marketing ******** *** **** individual, ***** *** **** commercial ******** ** ****** the ****** ****** **** a ******** *******. ** the ******** ***** *** performance ** *** ** exceeded ******* ********** *** customer **** ****** *** withdraw **** ***** **** any *** *******. ** will ********** ** ***** hearing **** *** ***** the ******** ***** ********** over **** ** *** ADT *** ** ****** stimulate *** ******* ******** work ****** ****** **** acquisition **** **** **** now *** **** ** will **** **** ** 5 *****. **** *** many ** ***/*** ****/**/*** adapted *** ********* *** storm? *** **** **** some ** *** ******, most **** ****** ********* and ***** ** ***** a *** *** ** the **** ** ***** out * *** ***** with ***** ******* ********, not ****** ** *** retracted ***** ******** **** just ****** ** ******* company ** ** **** of *** *******. *** will *** *** *** build * ****** *** without **** ********* *** these ******* ********* **** familiar ****, ***** ** process. ** ** ******* how *** ****** *** the ****** ** *** acquisitioned **** ********** ****** than ******. ****** *** same, ***** *** ***** on. **** **** ******* is *** ***** *** sun, ************ *** **** drums *** ****. *** would ******* **** **** a ** **** ******* shirt *** *** ** FULL (****************) ***?

/$$$$

**** ***** ********** ***?

**** **** ******* **** cloned.....

*****'* *** *******. ** it ***** ** ** 2700 ********** ******* **** all **** **********? *** the **** ****** ** commonality ***** ** ** the ***** *** ** the *****?

*** *****,

***** *** ****** ** 2016, *** ******** ********* have **** ********* ********* under *** *** *****,********* ** *** ******** ADT ***** *******.**** ***** *** ****, it ** ** ****** that *** *** ********** brand **** ******** ** dominate.

****** **** ****, *'** reached *** ** *** to ******* ************ ***** the **** ** *** Protection * ***** *** will ****** ** ** more *********** ** ********.

****** ***. *** ** website ** ***** ***** and **** ** ** branding. ** ****, ***** than * **-**** ***** isn't *** *** ******** anywhere ****** *** ***** on ***** *** ******* link. ***** **** *** happy **** *** ********. Just ******* ***** *** it ***** ** ***** the **********.

*** *****,

**** ****** ** ******-**. I ***** **** **** ADT: "******* ** ***** at **** *****."

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