Competition is heating up as companies like AT+T and Verizon begin to gain a foothold in the physical security market.

Sam Grinter, Analyst, IMS Research (IHS Inc.)

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Competition is heating up as companies like AT+T and Verizon begin to gain a foothold in the physical security market. This has put market incumbents (e.g. ADT, Securitas Direct, etc.) firmly on the defensive as they attempt to safeguard their existing customer base.

Alarm companies such as ADT have historically dominated the residential and SMB markets. However, as telecommunications companies look for opportunities to increase profits their focus is increasingly being placed on this market. A key factor in the early success of telecommunications companies has been partnering with solution and infrastructure providers who offer white label security solutions. Solution and infrastructure providers such as iControl, VideoCells, and Alarm.com, enable new entrants to effectively provide a security solution that rivals that of the incumbent providers. Examples of such partnerships include Swisscom partnering with iControl, Fastcom leveraging NeoVSP’s platform in the Republic of Ireland, and the acquistion of Xanboo by AT+T in 2010.

This competition is developing into somewhat of an arms race between providers as they move to distinguish themselves and their security solutions. Remote access to video cameras and notification of alarms is often a key feature for many security solutions. In addition, providers such as Verizon also offer integration of their security solution with home automation systems. Further advances include ADT Pulse’s Home View application that enables end users to map a virtual floor plan of the site; and online video storage and archival offered by Protect America, which enables video footage and related security data can be hosted to the cloud.

In the short term alarm companies will continue to hold their leading position in the residential and SMB security market. However, as telecommunications companies leverage their marketing and sales resources this may begin to shift in favour of the new entrants.