Consumers seeking help with their DIY home security need someone to call
Satellite television and Internet connectivity service provider rolls out new OnTech home installation service
The home security market is expanding rapidly with over 80 million DIY devices being snapped up last year and global sales estimated to reach $42.3 billion by 2025. Other analysts such as MarketsandMarkets are even more bullish, projecting sales of $74.75 billion by 2023, up from $45.58 billion last year, averaging a blistering 10.40% compound annual growth rate.
Much of this explosive growth is being driven by the arrival of smart assistants and voice command speakers which have radically redrawn the formerly sleepy residential alarm and monitoring sector. Big Tech giants such as Google (Home and Nest), Amazon (Alexa and Echo) are aggressively creating data hubs to serve as platforms for existing and upcoming offerings and Apple, Microsoft and Facebook are all plotting to invade your home with AI and Wi-Fi powered smart home hardware and services.
Further options are being heavily marketed to consumers by the familiar telecommunications firms already providing cable, Internet and telephone services to them. With tens of millions of cable subscribers “cutting the cord” and most cell phone plans becoming commoditized with unlimited monthly calling, texting and data usage, new revenue sources are highly enticing to companies well positioned to bundle home security as a new item on their menu of offerings.
Over the past several years, publicly traded behemoths such as Verizon, Frontier, CenturyLink, Charter, AT&T, Comcast, Cox, Altice, and other regional players are putting pressure on traditional installation and monitoring providers which include Brinks, ADT, Guardian, Vivint, Bay Alarm, Vector, Safe Home, and dozens of others. Despite this vast and growing array of providers to choose from, many homeowners and renters are increasingly choosing DIY as a quick, inexpensive, and customizable way to protect themselves.
However, many do-it-yourselfers are understandably wary of tackling the entire job themselves. The idea of self-monitoring may not provide the peace of mind factor some demand, especially as the complexity of smart home networks continues to increase. Consumer studies project that more than half of U.S. homes will have a voice assistant or some form of smart home device in five years. According to the Consumer Technology Association, 85% of consumers who have used professional smart home installation did it because installers have the tools and expertise that consumers lacked.
In response to the expanding need for professional installation of DIY security devices, DISH Network Corporation (NASDAQ:DISH), the television satellite giant, is rolling out OnTech, a new installation service. While existing DISH subscribers are an obvious target for OnTech, the larger market is non-satellite users and consumers simply seeking to beef up security and upgrade their home with connected devices and services.
Typical housekeeping chores necessary in smart home/home security installations are also covered such as the mounting of flat panel television, wiring and power cord management, pulling wires through walls, satellite and antenna installation, and general power source configuration.
The DIY trend within the home security industry makes one take a step back and ask: what else will gravitate towards DIY?
Utah-based Cove Smart simplifies set-up and usage to remove consumer resistance to DIY home security
Online security quiz helps buyers choose components and pre-configures the system for ready-to-go installation when it arrives
Earning the trust of consumers in the DIY home security market is tough. Regardless of how smooth the installation of a Nest Secure or Ring Alarm Security System may have gone, there can still exist the nagging feeling that the set up wasn’t done right or a crucial step was missed. After all, even the reputation and resources of Google or Amazon become meaningless if the technology they develop isn’t configured as intended.
Beyond gaining the confidence of homeowners is the challenge of having them reward you with a five star rating online. A new entry in the DIY market, Cove Smart seems to have accomplished both feats. Not bad for a company launched just last year and that has primarily relied on minimal marketing, solid consumer reviews, and positive word of mouth. .
Existing Cove users say installation is significantly simplified by the fact that Cove offers the option to pre-configure the system components you choose during the buying process on their website. After identifying whether you’re a homeowner, renter or business, you’re asked which type of monitoring is of interest: Burglar and intrusion, smoke/fire monitoring, medical alert, or flood frozen pipe notifications. Other parts of the online quiz cover number of entrances and easy access windows, whether you have a pet exceeding 30 pounds, and how many “keyholders” in your home. Could these personalized online security quizzes be the future of our security systems?
The resulting personalized home security system details the number of door and window sensors, key fobs, smoke/ temperature, glass break and motion detectors, panic buttons, and indoor cameras. Furthermore, it possible to integrate the system with your Smart Home device.
Another way Cove keeps things simple enough for even the novice to get the system in place and activated in almost no time at all is its base station. Once the tablet-looking device is plugged in to an outlet, the display walks the user through set up. As each sensor is identified, they’re automatically activated, and the system is armed. This almost magical ease of use factor is achieved because the Cove system doesn’t rely on Wi-Fi and therefore sidesteps the router entirely.
Communications with this type of product center for monitoring and firmware updates are handled by cell phone signals, which relays breaches and other alerts by placing “calls”, an approach as ingenious as it is simple.
Perhaps it is time that entrepreneurs of today ask this questions: how can I create a product that my consumers that I can easily teach themselves, in the day where doing it yourself seems so appealing?