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DESCRIPTION
This white paper reviews the evolution of the home security industry as it has evolved into a dependable, wireless, smartphone-controlled, remotely deployed service from various companies. The best wireless home security company was recently named as SafeMart and LiveWatch Security by an independent review company. This paper further describes efforts by various cable and telephone companies (including AT&T and Comcast) as they have tried over the years to deploy home security systems in their markets.SafeMart® has redefined home security. Delivering revolutionary protection and peace of mind, SafeMart delights customers across the country. SafeMart leads the industry with its interactive Plug & ProtectTM wireless alarm system that empowers customers with cutting edge protection and control. SafeMart provides unbeatable value and exceptional service with its award-winning LiveWatch alarm monitoring service. SafeMart is the most recommended security company in America.LiveWatch Security® has revolutionized home security in America. LiveWatch Security protects and delights its customers with its award-winning LiveWatch Security, interactive smartphone controls and commitment to delighting every customer. Thousands and thousands of customers are switching to LiveWatch while saving up to 30-70% off of traditional, location-constrained competitors. LiveWatch Security has forever improved the way you can secure your family, home and belongings. LiveWatch Security from SafeMart is the most recommended security system service in America.TRANSCRIPT
White Paper on Evolution of Home Security Industry and Phone
Companies to Online Sales, Delivery & Support Gives Customers Better
Value at a Lower Cost
From Companies Like SafeMart and LiveWatch Home Security Named
Best Wireless Home Security
$44 Bn Security Industry is EvolvingDirect & Wired Interactive & Wireless
Original Direct Line Security Systems
• Intrusion Detection
• Direct Line Required
• Wired System & Sensors
Digital Dialer Security Systems
• Intrusion Detection
• Works with Any Phone Line
• Wired System & Sensors
Wireless Security Systems
• Intrusion, Fire/Smoke, CO, Flood Detection
• Works with or without Phone Line
• Wireless System & Sensors
Interactive Wireless Security and Automation Systems
• Intrusion, Fire/Smoke, CO, Flood Detection
• Video• Interactive Control• Home Automation• Works with or
without Phone Line
• Wireless System & Sensors
© 2011, All Rights Reserved, Bolster LLC (d/b/a SafeMart and LiveWatch Security)
SafeMart LiveWatch Home Security Named Best Wireless Home Security in America, Source
$6Bn+ Annual ARPU from Home Securityout of $44Bn Industry
Source: SDM Magazine, Morgan Stanley Research & Barnes Associates
© 2011, All Rights Reserved, Bolster LLC (d/b/a SafeMart and LiveWatch Security)
© 2011, All Rights Reserved, Bolster LLC (d/b/a SafeMart and LiveWatch Security)
Creating New Opportunities
SafeMart LiveWatch Home Security Named Best Wireless Home Security in America, Source
© 2011, All Rights Reserved, Bolster LLC (d/b/a SafeMart and LiveWatch Security)
And New Revenue Streams
© 2011, All Rights Reserved, Bolster LLC (d/b/a SafeMart and LiveWatch Security)
Changes in Home Security Connectivity
© 2011, All Rights Reserved, Bolster LLC (d/b/a SafeMart and LiveWatch Security)
Comcast, AT&T, Time Warner and Verizon Expand Into Home Security
SafeMart LiveWatch Home Security Named Best Wireless Home Security in America, Source
© 2011, All Rights Reserved, Bolster LLC (d/b/a SafeMart and LiveWatch Security)
Déjà Vu: AT&T’s Epic Fail$1 Billion Loss in Security Industry
1987: Jim Covert starts SecurityLink
which will grow into the 2nd largest security company
1994: Ameritech acquires
SecurityLink for $1.4Bn
1999: Jim Covert and security
industry team leave Ameritech SecurityLink to
form Cambridge Security
Early 2001: Jim Covert’s
Cambridge Security acquires SecurityLink for
$0.5Bn (a $0.9Bn+ loss for SBC) while SBC Ameritech is
under an FCC Mandate to exit
the business
Late 2001: Tyco/ADT
purchases Security Link from
Cambridge for $1 Billion (a $521MM gain in 6 months)
Source: GTCR & Barrons
© 2011, All Rights Reserved, Bolster LLC (d/b/a SafeMart and LiveWatch Security)
ADT’s Negative Cash Flow for 29 Months
Source: ADT (TYCO) Investor Presentations
© 2011, All Rights Reserved, Bolster LLC (d/b/a SafeMart and LiveWatch Security)
$1,000+ Customer Acquisition Cost
Source: ADT (TYCO) Investor Presentations
Expensive Telecom Technicians Increase Cost 2-3X
Telecom Tech: ~$250+ per security install (loaded labor, vehicle, compliance, insurance, et al)
Alarm Tech: ~ $150 per security install(loaded labor, vehicle, compliance insurance, et al)
© 2011, All Rights Reserved, Bolster LLC (d/b/a SafeMart and LiveWatch Security)
Anyone Can Enter this $44Bn Market, Few Will Succeed
Current 20% Market Penetration
120MM+ House-holds
72MM+ Households in Addressable
Market
18MM Households
with Security
1MM-2MM DIY
Path to Success• Find Lower Installation
Costs
• Drive Lower Customer Acquisition Costs
• Eliminate Product Subsidies
© 2011, All Rights Reserved, Bolster LLC (d/b/a SafeMart and LiveWatch Security)
For More Home Security Information or Details Contact Sam McBride
• LiveWatch Home Security
• Sam McBride• 800-628-6093• [email protected]
© 2011, All Rights Reserved, Bolster LLC (d/b/a SafeMart and LiveWatch Security)
APPENDIX
© 2011, All Rights Reserved, Bolster LLC (d/b/a SafeMart and LiveWatch Security)
Gross Annual Attrition Consistent at 12%
Source: SDM Magazine & Barnes Associates
© 2011, All Rights Reserved, Bolster LLC (d/b/a SafeMart and LiveWatch Security)
Interactive Services vs. Home Automation vs.
Complete Home Control
© 2011, All Rights Reserved, Bolster LLC (d/b/a SafeMart and LiveWatch Security)
Broadband Market and Market Size
© 2011, All Rights Reserved, Bolster LLC (d/b/a SafeMart and LiveWatch Security)
Fragmented Home Security Industry Means
Source: SDM Magazine & Barnes Associates