Hello security and alarm professionals,
Security is changing fast. And if you’re still leading with alarms, you’re already behind.
For years, burglar alarms were the foundation of every security system. That’s where every sale started and where most companies made their money.
That’s no longer true.
Stephen and I broke this down on a recent episode of the Entry & Exit podcast. The shift is already happening, and it’s going to reshape how security companies make money. Here’s what matters:
Why alarms are losing value: DIY systems, cheaper tech, and slower police response times have turned alarms into a commodity that customers don’t value the same way anymore.
What’s replacing them: AI-powered cameras are becoming the core system, handling detection, verification, and monitoring all in one place.
How the role of alarms is changing: Instead of triggering events, alarms are becoming a secondary layer that confirms what the camera has already identified.
Why video is the real opportunity: Cameras now handle facial recognition, access control, and behavior detection, which opens the door to higher-value services and recurring revenue.
Where the industry is going next: Security is merging with building operations, where cameras and sensors track everything from foot traffic to equipment performance.
How to actually capitalize on this shift: Start with one camera in every deal, get customers comfortable, then expand into a full video-first system over time.
If you’re still selling alarms as the main product, you’re playing a shrinking game.
The companies that win will lead with video, layer in AI, and build systems that do more than just sound an alarm.
Disclosure: Some of the content and links in this newsletter are sponsored or affiliate links, which means we may receive payment or earn a commission if you click through or purchase. However, all opinions expressed are entirely my own.
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