The market for residential security is expanding. The value proposition for professionally-monitored security service has been extended to include interactive services and home control devices, attracting new subscribers and new competitors.

The entry of telecom and cable operators into the residential security market is not new. Many broadband providers have been offering security services for years with different degrees of success. However, today the growth of the smart home is driving significant investment. Broadband providers believe that marketing muscle and lower customer acquisition costs as a result of bundling services are key competitive advantages. Traditional security players site their high-touch sales approach and superior customer service as key competitive advantages.

Broadband service providers are taking a growing share of new accounts, passing the savings associated with lower acquisition costs on to customers in the form of service fees priced at 10% below the market rate.

For more information on consumer research, visit: http://www.parksassociates.com/category/connected-home-systems-and-services
 

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