Blog Posts

Electronic Security Expo


October 19, 2021 ESX

Session Highlight: Powerful Ways to Grow RMR by Exploring New Opportunities 

As the COVID-19 pandemic overtook the nation, nonessential work was put on hold, and customers became anxious about budgets, many security installers and integrators saw their businesses suffer. But those whose customers were contracted for subscription-based services weren’t as concerned – their Recurring Monthly Revenue (RMR) helped them weather the COVID storm.  

In an ESX Virtual Education Session, Preventia Owner Aaron Whitaker and the president of LOUD Security Systems, John Loud, shared their experiences with RMR business models and how to get employees and customers on board.   

Even if you can’t provide these services yourself, Loud said, you can partner with companies that do. Manage the billing and relationships and sell it to your customers as a customer service add-on. 


Opportunities for RMR:

  • Cloud access
  • Water detection and shutoff 
  • Monitored smoke detector
  • Life safety facility mangement
  • Sprinkler systems / hood systems
  • Guard dispatch
  • Ankle bracelet monitoring
  • Environmental monitoring (gas, water)
  • Bank panic buttons
  • Cybersecurity


Creating a Solution that Leads to RMR
“The long-term gain is that RMR that creates equity and stability in the company,” Whitaker said. As such, Preventia has designed their entire business around RMR. “We first look for what problem we are solving and see how we can make the customer happy while creating a solution that leads to RMR,” Whitaker explained. This is not only for the benefit of the business, but for the benefit of the customer as well, since security customers are increasingly asking for integrations. Whether it be smart home and video solutions, cloud video, or cloud access control, customers place huge value on being able to manage everything in one app. Subscription-based services are a draw for them. Because there are free options on the market for the aforementioned solutions, “Integrators have to drive value around these solutions and charge customers for it monthly,” Whitaker noted. 


Engaging Your Advocates 

On the commercial side, your biggest advocates for a security subscription are likely to be in the IT department. “We engage with IT as soon as possible,” Whitaker said. “IT values time: if it saves them time, they will pay money for it. Get on the IT budget.” 

Get comfortable having conversations with IT and “Be prepared to go beyond security,” Whitaker advised. Instead of just talking about the usual benefits of keeping a business secure, bring up the value of a cloud-based, integrated system. Owners and managers can make sure employees are getting to work on time and that things are running smoothly. One restaurant owner Whitaker cited loved that he could log in remotely to make sure the restaurant looked great and check that orders were going out in a timely manner. 


Getting Your Team on Board 

When you’re simply installing equipment, you’re making one sale. But when you’re adding security as a service, you’re doubling that sale. Take a look at how you’re compensating your sales team, Whitaker recommended. “Any good sales rep will work to maximize the compensation plan they have. Are you rewarding the equipment and installation more than the RMR?” Preventia has shifted their compensation plans so sales reps get more money for selling RMR. Loud added, “Think of how you can turn your commercial sales team into an opex rather than a capex.” 

When you migrate to an RMR model, management and leadership need to be built out accordingly to support the growth. “If you’re asking someone to pay you monthly, they’re expecting service on the backend,” Whitaker said.  

Loud commented on how RMR has changed his hiring and training processes. “Everything we look at in the hiring process is about customer care. I realized early on that I need folks who are customer-focused first, then we can easily train them how to install.” 


Reducing Attrition 

RMR reduces customer attrition because your relationship become more valuable to them and also stickier – it’s harder for customers to disengage if you’re providing multiple services. Loud, all of whose residential clients are on an RMR model, encouraged companies to start with their existing customers. “Go back to your base,” he said. “They trust, know, and like you, and they are paying you already.” He also suggested that companies that are providing subscriptions increase their rates regularly, and that they consider getting into access control if they aren’t there already, since it has “a lot of opportunity for RMR.”  

Though selling on an RMR model may feel unfamiliar at first, looking for opportunities to add subscription services benefits your customers as well as your business. They will enjoy the convenience of having a one-stop-shop for their security and security-related needs, as well as only having to manage one monthly bill for those services. Your business will become financially stronger in the process, helping you more effectively manage any uncertainty in the years to come.


July 19, 2021 ESX


Educational Sessions, Main Stage Presentations, Tech Talks and More Showcased Innovative Technologies and Business Strategies for the Electronic Security and Life Safety Industry 


The Electronic Security Expo (ESX) 2021 Virtual Experience, presented by the Electronic Security Association (ESA), wrapped up on June 17, delivering a wide breadth of educational content, product innovations and networking opportunities. Security professionals from all corners of the industry attended ESX to hear from thought leaders and industry experts on business strategies and best practices.  

The event’s virtual Main Stage delivered insight for security dealers, integrators, and monitoring companies, with real world recommendations for competing in an increasingly competitive market. During the Opening Keynote, sponsored by NAPCO Security Technologies and its Starlink brand, Ryan Estis delivered a powerful message on how to take your company to the next level with his “Adapt and Thrive” presentation. At the OpenXchange, sponsored by Security Central, the CEOs of Brilliant, RapidSOS and RSPNDR gave their perspectives on how security professionals should consider navigating the changing competitive landscape. And for the General Session, sponsored by NMC, John Mack from Imperial Capital provided a session about the challenges, trends, and opportunities in business of security.    

Over 24 educational sessions, presented by industry peers and business experts, revealed  best practices and ideas on how to achieve exceptional operational and financial performance. Industry-specific sessions and case studies delivered actionable content for a wide range of solutions for security professionals to consider and adopt. 

Attendees also benefited from a host of opportunities to review the latest technologies and product innovations in the industry. Through the Virtual Expo and TechTalks, leading solutions providers, such as ADI,, Axis Communications, DMP, NAPCO and Resideo, showcased products and services that help security professionals provide more value to end users, and increase revenues and profits. For a complete listing of ESX Exhibitors and Sponsors, including the Product Preview, click on the links provided.  

As part of the overall ESX 2021 Virtual Experience program, the Innovation Award program recognized breakthrough technologies that were recently introduced to the market. More than a dozen products were recognized as category winners across a portfolio that included Access Control, Intrusion Systems, Monitoring Systems, Video Surveillance and Smart Home Systems. For a complete listing of category winners, visit the ESX Innovation Award website.   

“Once again, ESX brought together the best and most innovative business leaders along with a full suite of highly relevant and valuable content, to learn, share, and explore new ways to leverage technology and business strategies that drive the security industry forward,” said George De Marco, ESX Chairman.   

Mark your calendar and stay tuned for more information about ESX 2022, taking place live and in-person June 14-17, 2022 in Fort Worth, Texas. 



July 2, 2021 ESX

ESX’s Innovation Awards distinguish innovation and excellence in the industry — and identify the next-gen products and services that will offer significant opportunities for growth for integrator companies.  

These products and services were selected by an independent panel of judges based on a specific set of criteria, including ingenuity, applicability, response to market need and more.  

The 2021 ESX Innovation Awards Judging Panel, led by Don Childers of Security Central, included Grady Medcalf, Comcast; Michele Monheim, Amherst Alarm, Inc.; and Rodger Reiswig, Johnson Controls. ESX is grateful to these judges for lending their time and expertise to this important program that recognizes forward-thinking ideas within the security industry.  

“We are proud to highlight next-gen products and services that create new opportunities for security professionals to offer their end users,” says George De Marco, ESX chairman. “In addition, these winners offer innovative solutions for companies looking to effectively grow their revenues, improve the customer experience and maximize their profits.” 

ESX congratulates the forward thinking companies behind these 13 breakthrough technologies for 2021 (winners listed in alphabetical order by category).  


Access Control  

Controllers – Stand-Alone of Networked or Appliance Based Systems  

Product: X1 Series  

Company: DMP  


Hosted/Managed Access Systems  

Product: Brivo Access  

Company: Brivo  

Entry Control  

Product: AXIS Camera Station Secure Entry  

Company: Axis Communications, Inc.  


Digital Health/Well-Being Systems  


Product: Aloe Care Health Smart Hub  

Company: Aloe Care Health  


Fire/Life Safety  

Cellular/Radio Communications  

Product: MQ03-LTE-M-FIRE-AV  

Company: M2M Services  


Installation/Service Tools  

Residential — Systems Design/LifeCycle Maintenance  

Product: Alula Services Platform Optimization  

Company: Alula  


Intrusion Systems  

Controllers & Control Panels  

Product: 2GIG EDGE Security and Automation Panel  

Company: Nortek Control  


Notification Appliances — Motion/Contacts/Environmental  

Product: Integrated FogShield  

Company: Essence Group  


Monitoring Station  

Alarm Monitoring for End User  

Product: Instant Connect  

Company: Dynamark Monitoring, Inc.  


Smart Home — Electronics/Control Systems/Networking  

Internet of Things  

Product: Flex IO  




Product: IQ WiFi  

Company: Johnson Controls  


Specialty Products & Services  


Product: IQ Water Valve  

Company: Johnson Controls  


Video Surveillance  

Video Analytics  

Product: Video Analytics Doorbell