Operations
Monitored services operations consist
principally of alarm monitoring, customer service functions and
branch operations. Security alarm systems include many different
types of devices installed at customers’ premises designed to detect
or react to various occurrences or conditions, such as intrusion
or the presence of fire or smoke. Existing alarm monitoring customer
contracts generally have initial terms ranging from two to 10 years
in duration and provide for automatic renewals for a fixed period
(typically one year) unless one of the parties elects to cancel
the contract at the end of its term. Since 2002, most new single
family residential customers have been entering into contracts with
initial terms of three years, and, for most new commercial customers,
the initial term is five years.
Protection One provides monitoring
services from four monitoring facilities in the United States. Protection
One Europe provides monitoring services from facilities in Paris
and Vitrolles, France. See “Item 2. Properties” for further information.
In 2001 and 2002, Protection One
completed the installation of a common technology platform referred
to as MAS®, or Monitored Automation Systems, that combines the customer
service, monitoring, billing and collection functions into a single
system. The conversion to MAS® has enabled Protection One to consolidate
monitoring facilities, resulting in operational efficiencies and
cost savings. Approximately 98.5% of Protection One’s North America
residential and commercial customer base is served by MAS®.
Branch Operations
Protection One maintains approximately
60 service branches in the United States from which it provides
field repair, customer care, alarm response and sales services and
seven satellite locations from which it provides field repair services.
Protection One Europe maintains approximately 31 sales branch offices
in continental Europe, primarily in France.
Customer Acquisition Strategy
Protection One’s current customer
acquisition strategy for the United States relies primarily on internally
generated sales and a strategic alliance with BellSouth Telecommunications.
The internal sales program generated 45,642 accounts in 2002 and
41,856 accounts in 2001. Protection One’s multifamily business markets
its services and products primarily to developers, owners and managers
of apartment complexes and other multifamily dwellings.
Protection One Europe’s customer acquisition strategy relies
primarily on internally generated sales. Protection One Europe uses
an internal sales force of approximately 300 employees, who operate
out of 31 branch locations in France, Germany and Belgium.
Protection One Europe’s salary structure for its internal sales force is
heavily reliant on commissions but contains a portion of fixed
salaries. In addition, Protection One Europe owns a telemarketing
company, known as Eurocontact, which provides qualified leads to
the sales network.
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Competition
The security alarm industry is highly
competitive. In North America, only four alarm companies offer services
across the United States, with the remainder being either large
regional or small, privately held alarm companies. Based on total
annual revenues in 2001, Protection One believes the top four alarm
companies in North America are:
- ADT Security Services (ADT), a subsidiary
of Tyco International, Ltd.,
- Protection One,
- Brink's Home Security Inc., a subsidiary
of The Pittston Company, and
- Honeywell Security, a division of
Honeywell, Inc.
In continental Europe, a large number
of small competitors and a few large regional competitors have recently
been taking steps toward establishing a continental presence. The
large regional competitors include the following companies:
- CIPE, a subsidiary of ADT Security
Services and Tyco International, Ltd., which is the largest security
company in France,
- Chubb, a United Kingdom-based company
that is also a leading security company in France,
- Securitas, based in Sweden, which
has its principal operations in the guarding industry, but is
expanding operations in monitored security,
- Group 4 Falck, a Danish security company
that has significant operations in Scandinavia and has recently
expanded into Germany and the Netherlands, and
- Rentokil Initial, based in the Netherlands,
which has operations in France and the United Kingdom.
Competition in the security alarm industry
is based primarily on market visibility, price, reputation for quality
of services and systems, services offered and the ability to identify
and solicit prospective customers as they move into homes and businesses.
Protection One and Protection One Europe believe that they compete
effectively with other national, regional and local security alarm
companies due to their ability to offer integrated alarm system
installation, monitoring, repair and enhanced services; their reputation
for reliable equipment and services; and their prominent presence
in the areas surrounding their branch offices.
Competitors exist in the market that have
greater financial resources than Protection One or Protection One
Europe, giving competitors the ability to offer higher prices to
purchase customer accounts than Protection One or Protection One
Europe might be able or willing to offer. The effect of such competition
may be to reduce the purchase opportunities available.
Regulatory Matters
A number of local governmental authorities
have adopted or are considering various measures aimed at reducing
the number of false alarms. Such measures include:
- permitting of individual alarm systems
and the revocation of such permits following a specified number
of false alarms,
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