Competing Against ADT

By: IPVM Team, Published on Jul 20, 2017

ADT is one of the biggest players in the security industry, with ~$4 billion revenue. In 2017, they were acquired / merged with Protection 1.

Now, the combined entities are coming after both the residential and commercial markets.

New IPVM statistics from 100+ integrators examine how and when they compete against ADT:

Inside, we examine ADT's plans to improve and the 6 main themes competing integrators found about ADT.

Kicking You In The Teeth All Damn Day Long, Chief

Our statistics show integrators are not scared of ADT, but ADT's CEOs says they should, as he colorfully describes ADT's improvements:

Key Themes

Overall, integrators feel more confident competing with ADT because of the following factors:

Get Video Surveillance News In Your Inbox
Get Video Surveillance News In Your Inbox

  • Focus on residential
  • Low quality installations
  • Poor customer service
  • Less active since their merger

The factors making it harder to compete with ADT are:

  • Strong brand recognition
  • Competitive pricing

ADT Mainly Focuses On Residential Installations

Integrators feel that ADT is not a threat to them as they mainly go after residential accounts instead of more complex, more profitable commercial accounts.

  • "We don't touch residential or small retail, and the ADT brand is now used just for those customers, as I understand it."
  • "They are a competitor who does a lot of residential jobs. We do commercial only."
  • "We don't sell to small business or homes so we hardly compete with them. I think ADT did a good job in the small business/residential market."
  • "ADT is more of a small to mid commercial customer type of customer. We go after a different customer set."
  • "We usually do not compete against ADT because we are not in the small business/residential market."
  • "Good for residential. Bad for commercial. Not a robust enough solution for business."
  • "They are dedicated to small business residential systems that we do not normally pursue."
  • "We don't do residential work and don't run into them as a competitor on large enterprise projects where we would compete."
  • "Our company focuses on industrial clientele with some commercial accounts, they focus on residential with some commercial accounts. Every once in a while our bases overlap."
  • "We typically do not run into ADT based on the types of solutions we deliver. We typically don't work with residential customers."

Of course, ADT has clear plans to move into commercial so ADT could pose more risk to integrators in the future.

ADT Installations Are Low Quality

Integrators perceive the typical ADT installation as being low-quality, making it easier to compete against them.

  • "The Name is a great name but the installs other than wireless are terrible."
  • "ADT is your typical trunk slammer: Install and walk away."
  • "In my opinion they lack the technical know-how to successfully bid and install high-level integrated systems. They shouldn't even be quoting integrated systems; they should stick to residential and small commercial."
  • "I have limited experience with the ADT install team, but I have heard few good things about them from customers, and little within the industry that seems to give them a good name."
  • "I think ADT does not do very quality work. I think overall there are some good people there but they have gone downhill over the last 10 or 15 years."
  • "ADT seems to focus more on sales volume and recurring revenue than on providing value and great customer service."
  • "Not a lot, but whenever we do see them for video or access systems, the design offering/documentation to the Customer is always lacking, the installation is always fast/furious/simply-poor, and the end result has been Customer displeasure."
  • "I personally believe that they have terrible installers in our market and this contributes to us winning bids against them."
  • "Their work, as much as I've seen, is hit and miss. Lots of wireless Honeywell installs, which are easy to bid against."
  • "Their techs throw the system in not dressing the cable bundles and do as little as possible to get the job done. Their turnover in this area seems high. SLOPPY WORK."

ADT Has Poor Customer Service

Integrators feel that ADT's reputation for poor service makes them easy to compete with.

  • "We love ADT. Many of our clients move to us due to ADT's poor customer service. They hire a lot of sub contractors and have so many different dealer programs I think it's hard for them to keep everything straight. This is good for us."
  • "Customers really have bad opinions about them when it comes to service."
  • "There business model, support and reputation seem to be following in Comcast's footsteps."
  • "Most of our Retail customers have had poor experiences in the past with ADT."
  • "What we usually get is ADT's angry customers who are done with them. People hate contracts, and the service calls becomes an issue over time."
  • "My experience was long delays in servicing equipment for their clients . As for their supposed core services they seemed to move very slow . Probably the nature of their size."
  • "We don't mind ADT as they usually set us up for a successful takeover a few years down the road."

ADT Is Less Active Since Their Acquisition

Some integrators say that ADT has been less aggressive since their acquisition, making them easier to compete against.

  • "We have not come across ADT since they were acquired however, and I now rarely even see their trucks out on the street."
  • "After the big break up of tyco/adt there doesn't seem to be much of a presence."
  • "With ADT changing so much, you don't even know who they are today!"
  • "I honestly haven't heard anything about them since the TYCO IS Split."

ADT Has Strong Brand Recognition

Integrators admit that ADT's brand recognition and marketing makes competing with them more difficult than it would be otherwise.

  • "Those customers who are unfamiliar with shopping around and prefer to trust big name companies will gladly fork over more money to them."
  • "They do seem to get a lot of work, we just never seem to share the same customer pool."
  • "I think ADT has much more power and so much more brand awareness."
  • "They have strong branding."
  • "They are big but not any better than their competition, they rely on their name recognition."
  • "Hard to compete with their brand recognition."
  • "ADT is a necessary evil. Those who just want some brand name in their home or office may find comfort in the name."
  • "ADT has great marketing, and poor overpriced service."
  • "ITS SOMETIMES DIFFICULT DUE TO THEIR NATIONAL ADS."
  • "ADT is a great marketing company, not a good security company."

ADT Has Highly Competitive Pricing

Integrators say ADT's pricing strategy is likely to sway customers.

  • "Sometimes we loose business on price with them however majority of the time; customer understand the importance of after sales support than price and we win over ADT."
  • "A national presence that can distract a potential customer from a proper security solution by "giving it away" for the RMR."
  • "In general, these large companies sell bare minimum systems to the lowest common denominator."
  • "We do compete with them often they are wiling to low bid a lot of the time."
  • "If I hear the customer talk about ADT in the qualification phase I typically will just bow out of the bid process. The type of customer who is interested in ADT is not the type of customer that I want to chase."

1 report cite this report:

Competing Against Siemens on Oct 16, 2017
Siemens entered the integration business with 15,000+ customers, through their acquisition of Security Technologies Group in 2001. Since that time,...
Comments (10) : PRO Members only. Login. or Join.

Related Reports

Dahua USA Celebrates 5 Years of Errors on May 21, 2019
Dahua USA is, in their own words, 'celebrating' 5 years in North America or as trade magazine SSN declared: Dahua Technology finds success in...
Amazon Ring Public Subsidy Program Aims To Dominate Residential Security on May 20, 2019
Amazon dominates market after market. Quitely, but increasingly, they are doing so in residential security, through a combination of significant...
Inside Look Into Scam Market Research on May 17, 2019
Scam market research has exploded over the last few years becoming the most commonly cited 'statistics' for most industries, despite there clearly...
Bank Security Manager Interview on May 15, 2019
Bank security contends with many significant threats - from fraudsters to robbers and more. In this interview, IPVM spoke with bank security...
Vivotek Talks About Taiwan, China, Bans, AI And Business Development on May 10, 2019
Vivotek, Taiwan's biggest manufacturer by revenue, did not have a booth at Taiwan's Secutech 2019 (which we are covering). However,...
Mining Company Security Manager Interview on May 10, 2019
First Quantum Minerals Limited (FQML) is a global enterprise with offices on 4 continents and operations in 7 countries with exploratory operations...
Verkada False Allegations Against Avigilon Exposed on May 08, 2019
Verkada has leveled false allegations against Avigilon, as part of their aggressive marketing tactics against the 'dinosaurs' in the 'ancient'...
ADT's Top Dealer "The Defenders" Sued 20+ Times on May 07, 2019
ADT's largest authorized dealer, The Defenders, has been sued more than 20 times since 2012, IPVM has verified through analyzing legal...
Ranking Manufacturer Favorability 2019 on May 06, 2019
24 manufacturer's favorability was ranked based on 170+ integrators feedback. Voting plus in-depth comments revealed insights on which brands were...
Verkada Cloud VMS/Cameras Tested on May 02, 2019
Verkada is arguably the most ambitious video surveillance startup in many years. The company is developing their own cameras, their own VMS, their...

Most Recent Industry Reports

Axis ~$150 Outdoor Camera Tested on May 21, 2019
Axis has released the latest in their Companion camera line, the outdoor Companion Dome Mini LE, a 1080p integrated IR model aiming to compete with...
Covert Facial Recognition Using Axis and Amazon By NYTimes on May 20, 2019
What if you took a 33MP Axis camera covering one of the busiest parks in the US and ran Amazon Facial Recognition against it? That is what the...
Amazon Ring Public Subsidy Program Aims To Dominate Residential Security on May 20, 2019
Amazon dominates market after market. Quitely, but increasingly, they are doing so in residential security, through a combination of significant...
LifeSafety Power NetLink Vulnerabilities And Problematic Response on May 20, 2019
'Power supplies' are not devices that many think about when considering vulnerabilities but as more and more devices go 'online', the risks for...
Facial Recognition Systems Fail Simple Liveness Detection Test on May 17, 2019
Facial recognition is being widely promoted as a solution to physical access control but we were able to simply spoof 3 systems because they had no...
Inside Look Into Scam Market Research on May 17, 2019
Scam market research has exploded over the last few years becoming the most commonly cited 'statistics' for most industries, despite there clearly...
Maglock Selection Guide on May 16, 2019
One of the most misunderstood yet valuable pieces of electrified hardware is the maglock. Few locks are stronger, but myths and confusion surround...
Panasonic 32MP Multi Imager Camera Tested (WV-X8570N) on May 16, 2019
Panasonic has released their first multi imager models including the 32MP (4x4K) WV-X8570N, claiming "Extreme image quality for evidence capturing...
Trump Signs 'Huawei Ban' - Executive Order Targeting Foreign Adversary Technology on May 16, 2019
US President Donald Trump has signed an executive order targeting technology provided by 'foreign adversaries', in what is widely being called a...
Bank Security Manager Interview on May 15, 2019
Bank security contends with many significant threats - from fraudsters to robbers and more. In this interview, IPVM spoke with bank security...

The world's leading video surveillance information source, IPVM provides the best reporting, testing and training for 10,000+ members globally. Dedicated to independent and objective information, we uniquely refuse any and all advertisements, sponsorship and consulting from manufacturers.

About | FAQ | Contact