ADT Eliminating Acquired Brands, Unifying Under 'Commercial' Brand
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
The *** ********** ******* ************
*********** *** *** *** ********** ********** ****'* *** **** ****. *** following *********** ***** **** ** ****** the ******** ** *** **** **** ADT ** "****** ********** ******** *** fire ** *** **** *****":
How ******** ********* **** ***** *** ***** **********
**** **********, *** **** **** *** ********:
****** ******* ** *** *** *** Commercial ***** *** ** *** ********. When *** **** ** *** ******* of ********, ** **** ** **** to ******* ******** **** *** **** recognized ***** ** *** ******** ** really ******* * ********** ***** *** our *********, ********* *** ************.
**** *******, ******* ******** *****:
** **** ** **** ***** ********** to *** *** ********** **** *** brand. *** ** ******* ** *** midst ** ****** *** *** *** **** *** website, ****** ***** *** *** ******** forms. *’* ******* ***** *** *********** to ** **** ** ******** *** new *** ********** *****.
*** ************ *** *** ******* ** **** ** *** ********** below:
******* *******, ******** *******/*** ****:
** *** *** ****** **** *** brand. *** ***** ** ****** *** people, *** *** **** ** *** card ** *** **** ** *** logo. ** *** ******** **** *** clients, **** ********** *** **** ****** and *** **********, *** ******* *** been **********.
*** ******* **** ****: "** **** as * *** ***** ******* ** same ***** **** ******, ** **** as *** ****** ********* *** ***** that ***** ** ** **** ** the ****, ** **** ** ** PM ***** ***** **** ** **, and ** **** ** *** ********** that ***** ** ******** ** *** same, * ***’* ****** **** **** the **** ** *** **** **.
***** ********, ****** ******* ***********:
** ******** ********* **** **** **** the ******* *** ******** ** ***. The ******** ** ******** *** ******** positive. *** ******* *** ********** * branding *** **** ******. **** ***** expect **** ** ** ******** **********.
What ** ********* ** ***** *********
*** **** **** *** ********:
** ** *** ***** ** *** early ****** ** ******** *** ********** together *** *** **** **** *** core ****** *** ** *******, *** changes *** *** ********* *** ********* have **** ***** *** ********* ************. Some ******** ***** ** ********* ******** with *** ******* ********, ****** ** new ********* *** *** ******* ** cross-sell **** *** ******** ******** **** of **** *******. **** ********* ** allow ** ** ** **** **** nimble ** *** ******** ** *** customers ** **** ** **** ********* in *** */* *********.
******* ******** *****:
*** ******** ** ** ******** *** expertise. ** **** **** **** ** the "******" *******.
** **** **** **** ** ********** differentiate *** *** *********** **** *** Commercial ********** **** *** ******** *** strategic ****.
** **** * ****** ******** *** execution ******** *** *** ******* **** leverages * ********** ******** ***** ** services: **** **** ******** *** ********, design *** ***********, *********** *** **************, and * ***** ********** ******* ******** capability **** *** ******** **** *******.
*** *** ******** **** ********* *** strategic *********** ** *** *** **** of ******* ********* *** **** *** ASG.
******** *******/*** ****:
*** ******* **** *** ******** ******* Systems ****** **** *** ****/*** **** all **** ********. *** ****** *** allowed ** ** *** **** ** front ** *** ******* ** ******* the ****** ** ****, *** **** has **** * ***** *********** ** visit **** **** ***** *** ****** and ***** ******** *** *** ************.
*** ** *** ******* ********** ** now ****** *** ******* ** ******* services ** * ****** *********. ** have *** **** ***** ****** ******* that ***** *** ***********, *** ** the ****, ** **** ******* ** our ********* *** *** ********. ** are *** **** ** ***** ** a ***** ***** **** *** **** clients.
****** ******* ***********:
*** *** ********** **** ** ******* on ********* *** ****** ** *** to ******** ****** *** ******* ******.
******* ****** ** ********* **** **** employees ******* ***** ** **** **** room *** *********** *** ***********. *** buying ***** ***** ** **** **** competitive *** **********.
How **** ********** *******
*** **** **** *** ********:
** ****** ** **** ***** ** operations ** ****** *******. ** ** bring *** ********** ******** *** ******* improvement *** *** ******** *** **** customers **** ** *** ******* ** be **** *********** ***** *** *********** for **** ********.
******* ******** *****:
*** ********** ** *** **** ** leverage *** *** ********* ********** ***** America. ***** *** *********** *** *** the ****-*** ******* ******** ************** **** give ** * ****** ************** ********* advantage. **** **** ***** *** ******* increasing **** *** *********** ********** ** their ****** ****, ********** *** ******** program.
******** *******/*** ****:
********** ****** *** ************ *** *********** the **** ** ****** *** ******. Our **** ***** **** ******* *** calling ** *** *******, *** ******* managers *** ********** *** ******* **** are ***** ****** **** ** *** clients, *** *** **** *********** *** taking **** ** *** **** *******. The ******* *** ********* *** *********, but ** *** ******* ** ** have ****** ********** **** *** ******** than ** **** *** ** *** past.
****** ******* ***********:
************* ** **** *** **** **** change. **** ** ********* ***** **** ADT’s ********** ********, * *** ** leveraging **** *********** ********* **** *** entire *******.
Transition ********
**** ***** ********* *** ******** ** giant *********, ***** *** ***** ******** about *** ********** *** *** ******* that ******. ** ******* ** **** is ************ ******* ** ***, **** ********* ****** ******** ** ADT ****** ****:
******* ******** ***** **** **** "***** working *** ***" **** *** ****** them ***, ** **** *****:
* ***** ****** **** *** "********* culture *** ********* ***** ** ***" as **** *****:
Positive ***** ****** ** ***
*** ***** ******** ** ***'* ***** is **** ** ** *** ****** known ** *** ******* ****** **** any ** *** ********* ********, ** probably ** ****** ***** **** *** of *** ********* **** ********, ** far.
***** ** * **** *********** **** cannot ** ******* *** **** ***'* perspective, ** ***** ******* ***** ** use **** ***, ****** ***** *****, rather **** * ********** ** *******, regional ******.
Negative ***** ****** ** ***
*******, ** ** **** ** *** that ***'* ***** ****** *** ********** security ***** ** *****, ** *** the *****. *** ******* ***** ********** mocked ** '****** **** *****' ** 'Another **** **********' *** ** * residential ***** *** ** ** *** historically **** ***** *** *** ********** work. *** *******, *** ************* ******* *** ******, ** ***** **** *********** **** they **** *** ****** ** ********* with *** ******* ** **** **** ADT *** * ***** ** ***********, low-quality *************, *** **** ******** *******.
Acquired ********* ****** *** ***********
*** **** **** *** *** ** that ***** ******** ********* ****** ***, that **** *** ******** *** **********, skills, *********** ** *** ********** **** that ***** ******* *********** **** *******.
** **** *** ** ****, ** there *** ******* *******, ********, *** groups ********, ********* ****** ********** ******* the **** ** ***** ******* **** have **** ******** *********** ******* *** selling ***** ********.
** ** ********. ** ***, ********** has **** ******** ******* ** ********** ************. ***** ** * ****** **** both ** ***** ********* *** ***** all ***** ********* ********* **** ******* integrators ******* *** ********** ****** ** enterprise ********.
*******
** *** ********* ** ** ** hard ** ***** *********** ** ******** of ******** ** ******* ** ****** revenue, ** ** ***'* **** ****,******* **** ******* ** ********** *********** revenue. *******, ** *** *** *******, they *** **** **** **** ****** from *** ******* ************** *** ********** of *** *********** ******** ******.
Poll / ****
******, * ** ******* ** ****. You **** ********** ~** ***** ***, getting * ****** ** ******** ** tens ** ********, *** **** **** incentive ** **** **** ** **** in * **** ************ ***** ***** has ** **** ******** ********:
*'* ** ******* ** *** *** impact ** *** *** *** **** the **** ***** ***** ******* **** had ** ***** ****** ****. ****'* the ********* ** *********** **** ****? I ***** ***** ***** ******* ******** with *** ******* ******** ** ****** share ** ********** ***** **** ** a **** **** ** ******* *** C-level ********** ****** * ***** ****** is *******.
*** **** ***** ** *** “*** brand” **** ***** ****** ** ** the *** ********.
**** **** ** ** ******* ****… even *********:
~ ***** **** *** ****** *******, customers ****** *******.
~ **** **** ** *** ******** and *** ***** **** **********.
~ **** ********* *********, ***** ** weakened.
** *** ***** ********** **** **** their ******* ******* *********** ********* ***** customer **** ********* ******** ******* **%, and *******. **** *** ***** *** “customer *********” * ****** **** ***** definition ** “***** ******* *********”.
** **** *****, ***** ***** ***** is **** ***** **%. *** ***** big ****** ***** ******** ****, ***********, is *** ********, ******* ** (*** IPVM **********). *** **** ***** *** ADT *****… ***** ***** ***** *****? How/Why ** ***? ********* *** **** the **** **** **** **** *** alarm ** *******, ******* **** *** a ***** ****, **** ***, ****** the ***** *** *******. ********* ******** systems **** ****** **** *** ***** deterrent *******. ********* *** *********** **** ADT *** ******** ** ***** ************ have **** *********** **** *** *********** due ** ******* ** *********** ****** response, *** **** ***% *****/***** ******. Now, ** **** *************, ** **** want **-****** ****** ********, **** **** to ******* **** * “*********” ****** that ******** *********** ******-******* **** ***** or *****. ** ******* **** *** save *** ***** ** ******** *** their *********** *********, ***** ****** *********.
******: *** *****; ******* ******** *****
** ******* **** *** **** *** brand ** ******** *** ***** *********** customers, ***** ****** *********.
**** **** ***, *****?
*** ** *** ****** ******* **** the ********* ***** ** *** ********. If **** ******** ***** ***** ******* that ****** **** ** *** ******** means ******* *** **** ** *** long ***, **** **** ** **** well.
** **** ******** ***** ***** *******
**** *** **** ***** ***** *****? Posted ** ******** ******* ******** *****.
** *** ***********, ** **** *** seem ********* *** **** ******* ***** this ***** ** ****** ** ********** (or ** ***** *** ******* ****** to ************ *** *** ***** ** the *********** ****).
* **** ** ** ***** ****, for *****, *** *** ********** **** accurately ********* *** *********** *** * better ******** (** ***** ** ******* and *********) **** ********** (*** **** were ***** - *********, ***, ****** in *********, ***.). ***** ********** *********** always *** ****** ******* *** **** valuations. *** *** *** ******** ** commercial? * ********* ***** **** ******* to ******* **** ** **. ****** there ** **** ***** *** ** is *** ** ** ********** *********** has ****** **** ***** **** ******* or ****** ********** ********.
*** **** ******** *** * ***** see **** **** ***** ********* ** (and ** *** **** ******* **** stated ****) *** ********* ** *** DIY ******, **** ***** *** ******* taking * ***** *** ** *** residential ******.
* ********** **** *** **** * real ********** ***, ****** ** *** case ** *********** ** *******. **** could **** ** * ******** ******* made ** * ******* **** ******** they *** *** *** ** ****. At *** ****, ******* *********** *** bound ** *** **** *********** ** the ******, **** ** ***.. ***** will ** * *** *******.
***** ******** *** *** **** ***** is ******** ********** **** ****** **** a ********* **********, ******** ********, *** branch **** **. **’* * *** more ********** ************, *******, *** ******** wise ** *** ********** *****. **** fire ***** *** *******— ******* *** pricing * *** *** ** ********** different ** ***** **** *** **** with * ********* ***.
*** *** ***** *** ****** * consumer **** **** **** **** ** alarm ******* ****.
********** ***’* ******** * *** ******— and *** *** ******* **** *** valuations ***/**** ***** ** **********— *** they *** **** **** ** **** with *******. **** ****** ********/**** **** companies ****** *** ******/*** **** ** SDM *** ** *.******** *** ***** deals ******. ***** ****** ****** ******* hovers ****** **.
*** ******* ***** *** *** *** hangover ****** ******** ****** ******** ***** companies ******* ****** **** *** ****** that **** ** **** ***** ** RMR ******** *** *** ***/****** *****’* support *** *********. **** *** *** buying *** ******* ******* *** ***** commercial ************ * *** ** ***** company ****** *** ******* ** * huge ******* ** ***** **** ***.
**** *** **** **** ** **** with *******. **** ****** ********/**** **** companies ****** *** ******/*** **** ** SDM *** ** *.******** *** ***** deals ******. ***** ****** ****** ******* hovers ****** **.
***** **** **** ** ***** ** even ******** ******, * ***'* *** much ****** *** ***, ****** **** really ***** ***** *********** ***** ******** is ***** ** ****** *********.
******** *** **** ******** **** ** the ****....
*** *** *** ** ***** *** with *** ****** ********* *******.
**** **** ****** ********* ** *** Ackmans ******** **** *** *****:
"**'* **** ** *** **** ********* and ****** ****** **** ********* ************ and **** **** ******** *** **** just ** **** ***** ***** ****. They ***** **** ****, ** * lot ** **** *** **** ****."
** *** **** **** **** *** the ******* ** *** **** *** that ****** **** ***** ********, **** actually *********** *** **** ****** ******* that ****'* **** **** *** "****".
*'** ****** *** **** - ** I **** **** * ***** ***** company ** **. *'** **** **** to *** ****** **** *** **** how ****** *** *********** ******* ** from *** ****. *** ** *** a *** ** **'* ***** *** acquisitions - *** **** ******** *** good ******, ******* **** * ****** culture **** ** ******** ****** *** sectors ** ***** **.
**** ******** *** ********** ** *** outside ** *** ** ** ******** worse **** ** ** ** *** US - ******, *** *** ** surprised **** *** ***. *** ******* does ***** ** ****, *** *** regional ****** ** ******** ** *** point ***** ** ** ***** ******** the **** ***** ******** ******* ** the ****** - * ***** **'* worn *** **** *****.
******** **** ********** *** ********. ***, ********* **** mistakes *** **** ** **** ** hear *** ** *** *** *** from *******************. *** *** ****** **** ** common *****, ********** **** *** ****** and *********** ***** ** ********* **** is ******** **** **** *** ***.
*** ** * **** *****. *** do **** **** ****** ** ****** it? **** *** **** ** ******....***** the ******** *****.
****** *** *** **** ** **** income.
-**** *** *** ***** ******* ***********
-**** *** *** ***-***** *******
-**** *** *** ***** *****
**** **** *** ********* ** *** equally **** ******* *********. ** *** cannot ******, **** ****** ***********.
* ********** ****** ** *** ** talents ** ******* *** ******* ********* group, **** **** **** ******** **** no ******* **** ****** ********* ** managers ****** ******* ******** ********* **** only **** **** *****. * **** a *** **** **** ** ****** and ***** * **** *** ****** to **** ** **** * **** this **** ** **** ** ******** new *****, ******** *** ********** *** of **** ******** *** **** **** investing ** * ****** **. **** I ****** *** *** *** **** it *** * *** **** **** started ** *** *** ***** ** 11pm ** ***** (******* **** ****** accounts/time-zones). * ***** ****** ***** ** email, ******* *** ******* ***** * ate ******, ****** *** *** ** should **** **** ********. ** ****** at ***, * ***** ******** *** or *** ******** ******* **** * realized * **** *** ** **** time **** ***** *** ** **** left ** ****** ******.
**** ***** *** *** ***** **** have ******** ******* ** *** *** of ***** ********* *******, *********, ******** invoice ******* *** ****** ***** ********* all ********* ** * ********* ******* they **** ** ******* ****. **** there **** ** *** *** **** rise *** **** **** ****** ** the *********** *** **** ****** ** slim. *** *** *** **** ** so ***** ***** ***.
** *** *** *** ** *** few **** ***** ** *** ******** I ********* *** ** **** *** and **** ****** **** ** ********** that ******* ** ***** **** ***. Don't **** **** *** *** ********* BS *** *** ***** **** *** stuck ***** **** *****.
(***** ***** ** *** *** ** down **** ****).
* ***** *** ****** ******** ** how ** *** ***** *** **** commercial *********, ******** **** *** ******** by *******, ***, ***, ***., **** the ******* *** ******* **** ***********?
** *** *** * ******** ******** to ************* *** *** ******* ** those ********* *** **'* ******** ** positive, ***** ************ ***** ****, *******, if *** ********* ** ******* ** the ******** ********** *** ***** ***** team ** **** ** "******** ** usual" **** *** ******** ****** ***** in **** ******* ***** ** **** by *** *** **** ** * number ** ****** *** ****** ***** customer *********.
(********* *** *********** **** ** ***'* business, * ********** ** *** *** the **** ***** ** * **** priced ******* ******* ***** ****** *******, because **'* *********** ** ***** ** a ****** ********. **** ** *** burglars *** **** **** ****** ****** arrive, ** ******* **** *** *** on *** ***** *** *** ** a ****** ***** ** ***** **** neighbors. ****, ****, **** **** *** made ** *** ****** *** *** average ********.)
******* *** ***** ******* *** **** place * ********* ******** *** **** individual, ***** *** **** ********** ******** to ****** *** ****** ****** **** a ******** *******. ** *** ******** value *** *********** ** *** ** exceeded ******* ********** *** ******** **** should *** ******** **** ***** **** any *** *******. ** **** ********** be ***** ******* **** *** ***** the ******** ***** ********** **** **** on *** *** *** ** ****** stimulate *** ******* ******** **** ****** gained **** *********** **** **** **** now *** **** ** **** **** like ** * *****. **** *** many ** ***/*** ****/**/*** ******* *** weathered *** *****? *** **** **** some ** *** ******, **** **** employ ********* *** ***** ** ***** a *** *** ** *** **** to ***** *** * *** ***** with ***** ******* ********, *** ****** of *** ********* ***** ******** **** just ****** ** ******* ******* ** to **** ** *** *******. *** will *** *** *** ***** * future *** ******* **** ********* *** these ******* ********* **** ******** ****, model ** *******. ** ** ******* how *** ****** *** *** ****** of *** ************* **** ********** ****** than ******. ****** *** ****, ***** and ***** **. **** **** ******* is *** ***** *** ***, ************ how **** ***** *** ****. *** would ******* **** **** * ** year ******* ***** *** *** ** FULL (****************) ***?
/$$$$
**** ***** ********** ***?
*****'* *** *******. ** ** ***** to ** **** ********** ******* **** all **** **********? *** *** only ****** ** *********** ***** ** be *** ***** *** ** *** truck?
*** *****,
***** *** ****** ** ****, *** combined ********* **** **** ********* ********* under *** *** *****,********* ** *** ******** *** ***** release. **** ***** *** ****, ** ** my ****** **** *** *** ********** brand **** ******** ** ********.
****** **** ****, *'** ******* *** to *** ** ******* ************ ***** the **** ** *** ********** * brand *** **** ****** ** ** more *********** ** ********.
****** ***. *** ** ******* ** still ***** *** **** ** ** branding. ** ****, ***** **** * co-logo ***** ***'* *** *** ******** anywhere ****** *** ***** ** ***** the ******* ****. ***** **** *** happy **** *** ********. **** ******* about *** ** ***** ** ***** the **********.
*** *****,
**** ****** ** ******-**. * ***** back **** ***: "******* ** ***** at **** *****."
*** ********** ***** ***** ** ***, emphasizes ******* ** ********* *** ******* to ** *** *******. ***** ** the *****, ***** ***** ******* ** more ************:
*********** **** **** - *** *** is ********** *** *********** **** '*** Commercial'******** ** **** ******** ***** ******* **** *** '********* ** *****' on ********** *********:
******: ***** ********, ***** ** **** post ** *** ** *** ******** integrators *** *** *******,*** *** *********:
* ***** ** *** **** * matter ** ****. * ****** *** much ****** *** ***** ***** *** interviews **** ** **** ***? ******* as **** ** *** **** *** plan ** *********.