ADT rebrands business unit, identifies 12 target markets

BOCA RATON, Fla.— Marking the Sept. 29 expiration of its non-compete with TycoIS, ADT today changed the name of its commercial division from ADT Small Business to simply ADT Business and it revealed the 12 markets it is targeting as it expands its reach into bigger business.

Since it split with its former sister company TycoIS in 2011, ADT has been limited to working with commercial businesses under 7,500 square feet.

“Now that barrier will be removed,” Luis Orbegoso, president of ADT Business, told Security Systems News.

ADT will begin marketing to “slightly larger facilities as well as expanding its products and services � [to include] fire monitoring and installation, more advanced access and intrusion and more video,” he said.

The company is also expanding its presence in geographic markets “where we see the largest opportunity in the medium commercial space,” Orbegoso said. ADT is staffing the following markets with dedicated sales, operations and installation personnel: Atlanta, Chicago, Denver, Detroit, New York City, Philadelphia, Phoenix, and Seattle/Tacoma, as well as the states of California, Florida, New Jersey and Texas.

Orbegoso said ADT's move into the larger commercial market will be gradual. The goal is “to do this right and give our customers the best experience” and to keep an eye on the fact that “there is a lot of opportunity in the small business [market].”

Offering the right products and services will be key to ADT's success in the medium and larger business market, Orbegoso said.

In the past year, ADT has introduced vertical-specific bundled solutions. Lessons learned in researching these solutions will be helpful as ADT seeks to serve larger businesses, Orbegoso said.

“We identified [target] vertical markets, their needs and [the solutions] that are applicable [to each]. We're going to take what we know, expand it and tweak it for this space,” he explained.

“We're ready to go,” Orbegoso said.

Last week, TycoIS talked about a new offering aimed at small business. TycoIS will discuss its plans further this week at ASIS.

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