ADT unveils DIY brand at CES

LAS VEGAS—ADT unveiled its new DIY smart home security brand, Blue by ADT, at CES here this week.

Founded on the work of LifeShield, acquired by ADT in 2019, Blue by ADT fulfills the company's mission to provide lifestyle-driven security solutions to more segments of the smart home market.

“Blue by ADT builds upon ADT's leading smart home security platform by producing elegantly designed, truly innovative, and reasonably priced DIY smart home technology,” John Owens, president of DIY at ADT, said in announcement. “Blue by ADT is the ideal solution for customers who prefer the flexibility of DIY and who also value the peace of mind and confidence provided by ADT's 24/7 professional security and life safety monitoring.”

Blue by ADT is a flexible, extensible DIY system that allows customers to customize a smart home security system, with no long-term contracts required, offering a wide range of devices with compatibility features as well as flexible service options such as self-monitoring or month-to-month, 24/7 professional monitoring backed by ADT, and customer service to talk customers through the easy DIY setup and get professional support.

“At this year's CES, we are proud to showcase ADT's tech-forward and innovative products which, along with our strategic business partnerships, address the changing lifestyle needs of today's consumer,” Jim DeVries, president and CEO of ADT, said in the announcement.  “Everyone has the right to feel safe, and in our evolving world, everything ADT does is purposefully designed to protect and connect what matters most to our customers.”

The first products are stand-alone smart cameras - the Blue by ADT Indoor Camera, the Blue by ADT Outdoor Camera, and the Blue by ADT Doorbell Camera. Unveiled at CES 2020, each smart camera can be used on its own or as part of a complete DIY security system as more Blue by ADT system components and accessories come to market this spring.

Additional products highlighted at CES include Safe by ADT, a new, data-driven mobile safety solution providing partners with a platform to extend the safety and security of ADT's professional monitoring services within their own mobile app experience. A first-look at a new pilot program rolling out to 10 U.S. cities in January with rideshare company Lyft will be on display in the ADT booth.