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99 per month, Boyce said. While close to two thirds of the home security industry is still controlled by local and regional players, the growth potential has attracted some large companies and brought consolidation. Most notably, Amazon this year acquired home security brands Blink and Ring—startups that offer web connected doorbells and cameras—and announced a home security offering with monthly monitoring as low as $10. The move “is high up on the radars of people in this industry,” said Jillian Bateman, chief development officer of the Electronic Security Association, a national trade group. “Amazon is absolutely a disrupter, so we’re very closely monitoring what they’re doing,” Bateman said. “It will be interesting to see if people trust Amazon with their home security. ”Some think traditional security companies should be concerned. “The difference is their reach,” Chris Johnson, president of the Direct to Consumer Division of Brinks Home Security, said at a recent industry panel. “As much as we have seen of the SimpliSafe TV commercials, that reach is nothing compared to Amazon,” he said. “We need to figure out what our competitive advantage is, because the sky might actually be falling this time. ”As a company that covers much of the lower 48 U.

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