ADT Launches Own DIY Home Security Brand – Freedonia Group Analysis

CLEVELAND, Jan. 17, 2020 /PRNewswire/ — The rise of DIY home security is driving traditional vendors to pursue new growth strategies. Recent activity at ADT exemplifies how firms that have historically focused their business on professional monitoring are expanding to offer their own branded security equipment that users can monitor themselves without having to sign a long-term contract – a key to competing with firms like Amazon, Nest, and SimpliSafe. Freedonia’s newly published Safety & Security Alarms explores the impact of these and other trends on the $4.5 billion US market for safety and security alarms.

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Blue by ADT banks on ADT’s name & reputation

ADT has invested significantly in recent years to adapt to the evolving home security market. In 2017, for example, the company introduced ADT Canopy – which could equip any number of leading DIY devices with ADT monitoring services for a monthly fee – then partnered with Samsung and other innovators in the smart home space to integrate ADT systems with various IoT platforms. Now the company is expanding its brand to encompass DIY security equipment as well as professional monitoring:

  • By introducing its own brand of DIY security equipment – Blue by ADT – ADT can continue to leverage its strong reputation in monitoring services while attracting new customers – such as price-sensitive millennials and baby boomers – with lower cost, entry-level DIY products.
  • The inaugural equipment includes a video doorbell, an indoor camera (which can also detect sounded smoke/carbon monoxide alarms), and an outdoor camera – a similar lineup to ADT’s leading competitors in smart home security.  

Want to learn more?

Safety & Security Alarms analyzes the US market for life safety alarm systems (smoke, fire, and carbon monoxide detectors), intrusion alarm systems, and personal emergency response systems (PERS) by application (local, central station, and direct connect) and market. Historical demand is presented for 2008, 2013, and 2018, with forecasts for 2023. The study also includes insights gleaned from Freedonia’s proprietary consumer surveys, as well as comprehensive analyses of crime rates and perceived crime risk, regulatory environment, new technologies impacting the market, and corporate activity, including the effect of new market entrants on the activities of established players.

Related titles in Freedonia’s security industry series include:

About The Freedonia Group – The Freedonia Group, a division of, is a leading international industrial research company publishing more than 100 studies annually. Since 1985 we have provided research to customers ranging in size from global conglomerates to one-person consulting firms. More than 90% of the industrial companies in the Fortune 500 use Freedonia Group research to help with their strategic planning. Each study includes product and market analyses and forecasts, in-depth discussions of important industry trends, and market share information. Studies can be purchased at and are also available on and

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