ADT 2013 Annual Report Download - page 66

FORM 10-K
training to enable our direct sales, installation, customer service and field service personnel to more effectively
deliver exceptional service to our customers, to expand our dealer and partner network and to make continued
enhancements to operations efficiency.
We intend to achieve sustained, profitable growth in the markets we serve today, as well as in adjacent
markets, by executing against strategies that leverage our key assets and core competencies. Where appropriate,
we will supplement our organic growth efforts with complementary acquisitions, leveraging our experience in
effectively integrating acquired businesses.
We will continue to manage our business by optimizing the key business drivers noted above to maximize
the value from our residential customers. We also believe there is significant opportunity to increase our share of
the monitored security and premises automation market for small businesses. Therefore, we intend to grow our
share of small business customers by continuing to expand our small business field sales force and strengthening
our small business marketing support to build a larger, more robust partner network and to assist in marketing
additional value-added services, including ADT PulseTM, our remote monitoring and home automation system.
Additionally, we believe monitored security and home/business automation services remain underpenetrated
in North American households. The number of U.S. households with monitored electronic security systems
continues to be significantly lower than those with other home services such as video and Internet. We intend to
increase penetration of security and automation services through the development of new solutions and enhanced
offerings that attract new customers to enter the market. In addition, through our efficient operating model and
potentially lower technology costs over time, we believe we can significantly reduce the cost of basic installation
and services, opening up the potential for a much larger portion of households and businesses to purchase
monitored security and home automation services.
Brands and Services
Our key brands are ADT®, ADT PulseTM and Companion Service®. We believe our brands are some of the
most respected, trusted and well-known brands in the electronic security industry. The strength of our brands is
built upon our long-standing record of providing quality, reliable electronic security services. Due to the
importance that customers place on reputation and trust when purchasing home and small business security and
automation services, we believe the strength of our brand is a key contributor to our success.
Our electronic security and home/business automation offerings involve the installation and monitoring of
residential and small business security and premises automation systems designed to detect intrusion, control
access and react to movement, smoke, carbon monoxide, flooding, temperature and other environmental
conditions and hazards, as well as to address personal emergencies, such as injuries, medical emergencies or
incapacitation. We believe the breadth of our solutions allows us to meet a wide variety of customer needs. Our
electronic security systems connect, upon the occurrence of a triggering event, to one of our state-of-the-art
monitoring centers. Depending upon the type of service contract and the response specified by the customer, our
monitoring center personnel respond to alarms by relaying appropriate information to local fire or police
departments and notifying the customer or others on the customer’s emergency contact list. Additional action
may be taken by call center associates as needed, depending on the specific situation and recorded customer
preferences.
Through the introduction of ADT Pulse in 2010, we pioneered interactive technologies that allow our
customers to remotely monitor and manage their homes and small business environments through their electronic
security systems. Depending on the service plan that they purchase and the type and level of product installation,
customers can remotely access information regarding the security of their home or business, arm and disarm their
security system, adjust lighting or thermostat levels or view real-time video from cameras covering different
areas of their premises, all via secure access from web-enabled devices (such as smart phones, laptops and tablet
computers) and a customized web portal. ADT Pulse also allows customers to create customized schedules and
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