Alexa Guard Expands Amazon's Security Offerings, Boosts ADT's Stock

By: Dan Gelinas, Published on Sep 21, 2018

Amazon is expanding their security offerings yet again, this time with Alexa Guard that delivers security audio analytics and a virtual "Fake TV."

This continues a recent series of Amazon security expansions including acquiring Ring for $1 billion, launching their own security system installation services, and releasing Ring's alarm system that includes $10 monthly professional monitoring.

One security company who immediately benefitted from Amazon's announcement was ADT, whose stock was up 6.57% after the announcement.

In this note, we examine:

  • What Alexa Guard Is
  • Vs Traditional Systems
  • How ADT Was Helped
  • How ADT May Be Hurt
  • Amazon's Future in Security

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

***** ***** ** * software *********** ** ******** Amazon **** ***** **** detects ***** ********, ***** or ** ********* ******** as **** ** "************* ***********" lights-on/lights-off ********** *** ******** when *** ******** ** away ** **** ** look **** ******* ** home ** ***** ** deter *****-** *********.

****** ***, ******* & Services ***** **** [**** no ****** *********] ********* the *** ******* ** Amazon's ********* **** ***** Event ** *** *-****** video ******** *****:

*** *** *****, ***** Guard ***** * ********'* existing ***** **** "***** ****" when *** ******** **** they *** *******. *** Echos **** *** ***** speakers ** ****** *** certain ****** (***** ********, or * ***** ** CO ********).

** ** ******* ***** sounds, ** ***** ** appropriate ***** *** ***** clip ** *** ********'* phone ** ** *** customer *******, **** *** also **** ***** ***** send *** ***** ***** to **** ** *** for *** ******* ******* to ******* ****** ********.

***** ** ** ******* in *** ***** ** how **** ***** ***** will ****, *** *** Limp **** **** ****'*********** $**/***** ************ **********.

Vs *********** *******

*********** ******** ******* **** offered***** ***** ********* (*** our ********)*** **** *****, *** false ****** **** **** a *** *****. ** will ** *********** ** see *** ********** ******'* system **** *******. ** the *** ****, ***** it ** * **** mounted ***** **** **** away **** *******, ********* may ** **** ***********. However, ****** *** ** able ** ******* *********** via ***** **** ******** vs **-**** ************ ***** break *******.

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

*** ****. **** ************ definitely **** *** * shot ** ********** ** the ***** ******:

** *** **** ****, the **** **** ****** included *** ** * positive *** ***, **** its ******* ******, ***** they *** *** *********** offer ** ********** ********** that ***** ********* ******. Plus, ** ********* *** as ** ****** *******, which *** **** *** market ***.

********, ***** ***'* ***** price *** **** ****, significantly ******* ** *** threat **** ******, ********* may *** **** ** a **** **** *** is *** ** *********** in ******* **** ******.

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

*** **** ******** ************ that ****** ****** ****** their *** ******* (*.*., replacing ***** ***** ********* with ****** ***** *********), the **** ********* ****** is ** *** ** any ***** ***** ******** providers. ****** ******* *** Ring,****'* ***** ****** ****** well, *** **** **** and **** ** ***** own ************, **** *** be **** ** ******** ADT *** ***** ******** providers.

Amazon ******* ****** *****

*** **** **** ****** has ******** *** ******* security ********** ***** *** company's ********** ** ***** strong ****** ** *** home ******** ******, ***** is * ****** ** much ******* **********, **** as ***.

Comments (2)

Does it signal the climb out of the single digits? We think not… or maybe temporary spikes before returning to the deep hole.

AlexaGuard is another shiny new toy that does really good stuff. However, these next-gen Amazon products will do little to alleviate the ADT abuse-of-trust by several million existing loyal customers…. aka source of long-term attrition of existing customer revenue. And the cost to replace the attrition is much greater than the lost revenue. And the IPO disclosures still have not mentioned the consequences for promoting expectations of high priority on-demand police response, then delivering lower priority nuisance response due to a credibility gap.

The old rusty anchors should be removed before ADT stock can move forward without resistance.

Marketing professor / expert Scott Galloway with a warning to ADT about this deal / event:

ADT will gain 10% ($500M), as Amazon is partnering with ADT. Memo to ADT: Amazon partners with firms the way a virus partners with a host.

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