Ring Buys Installs For New Customers

Author: Brian Rhodes, Published on Jul 19, 2016

Q: "When is DIY not really DIY?"

A: "When Ring offers to buy professional install for you."

Yes, it is that simple.  Ring is offering to pay an installer to hang customer's new video doorbell despite strictly selling to the DIY market.

This move is a bad sign for Ring since the financial case appears unsustainable, but have they been forced into it?

We take a deeper look inside.

*: "**** ** *** *** ****** ***?"

*: "**** **** ****** ** *** ************ ******* *** ***."

***, ** ** **** ******.  **** ** ******** ** *** ** *********** **** ********'* *** ***** ******** ******* ******** ******* ** the *** ******.

**** **** ** * *** **** *** **** ***** *** financial **** ******* *************, *** **** **** **** ****** **** it?

** **** * ****** **** ******.

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

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

****** *** **** *** ***** ******** **** ** **** ***** *******, ********* ****'* ******* pledging ** '*** *** * ************ ********* ** **** ** **** **** and ******* ** *** ***': 

**** ** * ****** ******** ***** *********** **** ***** ****** to *** ***** **** ***** ******* *** ******* *********** ***** like ******.  *** **** ***** ** *** ****** ****** *** condition ** '**** *** ***** ******* ****', *** **** ** a ********** ********* ** ***** *** * ******* **** ** formal ********* *******.

********, *** **** ** * ****** **** *** ******** ** $249.  *** **** ********** ***********, *** ***** ** ******* * truck *** ******* ** ********* ** **** * **** *** approximate *** ****** ****** *****, ********* ****** ** *** ************* ** selling *** ******** **** ******.

Vague *********** **** **** 

** ***** **** ** ********* ** *** ******* ** **** *****.  We ***** *** *** ********** *** ********, *** **** ******* time *** ***** ******, *** *** **** *** ***** ** good ***.  **** *********:

"******** ** ****** ******* ******* ** *** ** **** **** the **** ********* ***** ** *** ** **** ** **** we **** ********* ************** ******* *** **** ******** ******** ********** ** *** ********* who ******** *** **** ***. ***** **** ******* ** ***** included *** **** **** *** ******** *** * ****** ** in **** *** ** *** ** *** *** ******* ** come *** *******. ** *** ****** ** **** ****** **** over ** * ******* ***** ***** *** ******** ***** *** extra *** ************. ** **** *** *** ******* ** ***** at **** ****."

** ***** ********** ********* ***** ******* ** *** *** ***** applies ** ******** ***** **** ** ******** ***** ********* (* requirement ** **** ***), ** *** **** *** ********** **** making ** **** *******. **** ******** ** ***** ******* ** these *********.

Why **** ****** ****

*************, **** *** ******** ******** ***** ************ **** * ******** doorbell ***** ****** ****** ******* *****. ** ***** ** ******* 'Live *******' *** * **** ******** ** *** *****, * transformer ******** ***** **** ** *********:

** ***, ******* ** * ****** ****** *********** ******** ******* process **** ****** *********, **** *** *** ******** ******** ************* to *** ***** *********** ********* ********* **** * ****** **** may ** **** ****** * ****** *****'* ************.

Geekatoo ********* *******

*** ******* **** ** ********** **** *** ******** ** ** residential **/** ******** ******* ***************** ****** * ******* ********* ** ****** **** **** *****. In ****, ** *********** ********, *** ******* ***** ****** *** at **** *****, ********* ********** '****** *** *******' ** '**** Squad's ************':

***** **** ********* ***** * ******** ******* ****, ******** ** primarily * ******** ******* **** ********** *********** ******* ***** *** have **** ****** ** '****', ********* ************** ******* *** *** *********** *** ***** **** *** ** regionally ******* ****** & ****** *********** ******** **** *** *** is **** *** ****** *******.

Typical ******

***** ******** **** *** ***** **** ******* ******* ** ***** website, *** ******* ************ $****** *** ******* **** ** ********** * ******** ********* ********** $***** * ***** **** *************** ******* ****.

***** ** *** ******* **** ** ****** ****** *** **** for ***** *****, ** ****** *** ****** ****** ** ********'* Ring Pro installs ** **** ** **** *****.

An ************* *****

** ***** *** *********, **** ******** *** * '******* **** offer', *** **** ** **** *** ****. *************, **** ***** itself ******* **** *********** ********* ****** *** *** ******** ******** designs.  

*** **** ******** ** ** ********** ** * *** ******* while *********** *********** *** **** ** ******* **** * ******* offer? **** *** ***** ** *** ******* ******* ** **** or ******* **** **** *** ****** ****** *****, *** ****** appears **** ********* *** ** ****.

** *** ***** ****, ***** ******** *** ****** ****** $*** ******* ** ** *******, ** *** ***** ****, ** *****, **** *** *** the **** ** **** ********.

Comments (8)

Much like rollout companies using Onforce, Work Market, or the like they will attempt to hit multiple sites in single day. Doing so will make it more economical by minimizing the number of initial daily startup costs. While Geekatoo shows the $130 and $99 price the volume that Ring has (or hopes to have) is likely negotiated to reflect this. The public facing price is likely for one-off installs. While I still think the price is very low, there may be some economy of scale involved.

Ultimately, you have to travel to each person's house, right? It is hard to economize on that. Throwing in an hour or two's hours of labor on a $249 product sale is a hard model, no?

If it could be done for $40-$75 cost (depending upon region) and still fit into Ring's model I am certain it can be arranged with those services. They are to labor what Hikvision is to cameras without the subsidizing.

Here's how those costs get so low:

  • With these types of services there is no liability for the installer to warranty or service the product once the job is accepted and the payment processed.
  • There are no collection costs for the installer as the payment is already in escrow before the job is posted.
  • Depending upon how the work order is written the installer may need to provide zero materials, just tooling necessary to complete the install.
  • Other vendors are posting jobs on these sites beyond just ring. A typical installer will pick up a couple jobs from Dell, some from HP, and whatever else may be in the area to offset their costs.
  • The work order can and likely would be posted with a flat rate, take it or leave it. While the installers have the opportunity to make counter offers all it takes is one in the area to accept.
  • Ring doesn't look like a terribly difficult mechanism to install.
  • These aren't technicians in the traditional sense - no vans, single person businesses, etc.
  • People tend to undervalue the cost of their time.
  • I don't know the volume that ring is pushing but they may have a pre-negotiated deal with the service that minimizes associated fees.
  • Yes, quality frequently suffers. Installing a doorbell seems low risk.

Onforce used to publish the work orders posted and picked up by installers real time. It was ludicrous what people would pick up.

Wow. That is one pricey marketing campaign - or is it user acquisition model?

Man, I would expect to see them give people discount coupon codes first. Jumping right to free install seems to be way too strong for just user acquisition.

Like we noted, the install may not meet those DIY expectations, so maybe it's meant to stave off returns or RMA once purchased.

Would adding a small rechargeable battery to the unit to trickle charge during the day,from the unmodified doorbell power, and thereby supplement the power at night, cost more than $25?

Live video, not just low light, drives the need for increased (read: transformed) power.

Correct me if I'm wrong, but doesn't the regular Ring doorbell support live video as long as it is connected to unmodified doorbell power?

Login to read this IPVM report.
Why do I need to log in?
IPVM conducts unique testing and research funded by member's payments enabling us to offer the most independent, accurate and in-depth information.

Related Reports

Alexa Guard Expands Amazon's Security Offerings, Boosts ADT's Stock 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...
Amazon Ring Spotlight Cam Tested on Sep 17, 2018
Amazon's Ring has released their latest camera entry, the Spotlight Cam, which we bought and tested in our Consumer IP Camera Analytics...
IP Camera Cable Labeling Guide on Sep 14, 2018
Labeling cables can save a lot of money and headaches. While it is easy to overlook, taking time to label runs during installation significantly...
VMS Export Shootout - Avigilon, Dahua, Exacq, Genetec, Hikvision, Milestone on Sep 13, 2018
When crimes, accidents or problems occur, exporting video from one's video surveillance system is critical to proving incidents. But who does it...
Door Fundamentals For Access Control Guide on Sep 12, 2018
Assuming every door can be secured with either a maglock or an electric strike can be a painful assumption in the field. While those items can be...
Ambarella on Computer Vision and US Hikua Ban on Sep 10, 2018
Ambarella, a widely-used video surveillance component supplier, is betting on the rise of computer vision and is already seeing a sales impact from...
IP Camera Cable Termination Guide on Sep 06, 2018
Terminating cables properly is critical to network performance, but it can be a tricky task with multiple steps. Fortunately, this task is easy to...
Why Vivint / Best Buy Failed on Aug 31, 2018
DIY has bested Vivint. In 2017, Best Buy and Vivint partnered with Vivint employees on the floor of 400+ Best Buy stores, helping customers with...
IP Camera Cabling Installation Guide on Aug 29, 2018
IPVM is preparing the industry's first Video Surveillance Installation book and our upcoming Video Surveillance Installation Course. We have...
Exit Devices For Access Control Tutorial on Aug 28, 2018
Exit Devices, also called 'Panic Bars' or 'Crash Bars' are required by safety codes the world over, and become integral parts of electronic access...

Most Recent Industry Reports

Alexa Guard Expands Amazon's Security Offerings, Boosts ADT's Stock 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...
UTC, Owner of Lenel, Acquires S2 on Sep 20, 2018
UTC now owns two of the biggest access control providers, one of integrator's most hated access control platforms, Lenel, and one of their...
BluePoint Aims To Bring Life-Safety Mind-Set To Police Pull Stations on Sep 20, 2018
Fire alarm pull stations are commonplace but police ones are not. A self-funded startup, BluePoint Alert Solutions is aiming to make police pull...
SIA Plays Dumb On OEMs And Hikua Ban on Sep 20, 2018
OEMs widely pretend to be 'manufacturers', deceiving their customers and putting them at risk for cybersecurity attacks and, soon, violation of US...
Axis Vs. Hikvision IR PTZ Shootout on Sep 20, 2018
Hikvision has their high-end dual-sensor DarkfighterX. Axis has their high-end concealed IR Q6125-LE. Which is better? We bought both and tested...
Avigilon Announces AI-Powered H5 Camera Development on Sep 19, 2018
Avigilon will be showcasing "next-generation AI" at next week's ASIS GSX. In an atypical move, the company is not actually releasing these...
Favorite Request-to-Exit (RTE) Manufacturers 2018 on Sep 19, 2018
Request To Exit devices like motion sensors and lock releasing push-buttons are a part of almost every access install, but who makes the equipment...
25% China Tariffs Finalized For 2019, 10% Start Now, Includes Select Video Surveillance on Sep 18, 2018
A surprise move: In July, when the most recent tariff round was first announced, the tariffs were only scheduled for 10%. However, now, the US...
Central Stations Face Off Against NFPA On Fire Monitoring on Sep 18, 2018
Central stations are facing off against the NFPA over what they call anti-competitive language in NFPA 72, the standard that covers fire alarms....
Hikvision USA Starts Layoffs on Sep 18, 2018
Hikvision USA has started layoffs, just weeks after the US government ban was passed into law. Inside this note, we examine: The important...

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