Demand grows for smart home protection

Over the last decade or so, growing numbers of home owners around the world have installed security systems to protect their property. In the United States, 72% of homes have at least one security device, according to data from real estate firm Ruby Home. Already, some 51 million residences have video surveillance systems and 39 million are equipped with alarms. In addition, 83% of would-be assailants try to determine whether or not residences have a surveillance system and, in at least 60% of cases, discard them as targets if they are protected.

There has  been a similar increase in the European Union. In its 2023 report  on private security, The Business Research Company notes that 18.2 million homes there are fitted with alarm systems, 7.8% of the total. In addition, estimates suggest that more than 15% have some kind of protection device. The same report puts the figure for Latin America at below 2%, although significant growth is expected in the coming years.
 

In short, home protection is a sector whose global turnover is increasing yearly. According to consultants Acumen, in just a decade, the sector will have doubled its turnover. This forecast is based on a growing demand for security and the impact of easy-to-install AI video surveillance equipment. Acumen highlights how a technological development that until very recently was reserved mainly for institutions and large companies is now available as a domestic option at increasingly affordable prices.

Javier Cabrerizo, CEO of Prosegur Alarms, explains: "We are at a turning point in the home security sector. Digitalization, cloud technology, Artificial Intelligence and the Internet of Things (IoT), have driven the demand for intelligent protection systems, capable not only of alerting to possible intrusions, but also of preventing risks and offering comprehensive home management from anywhere in the world. This trend not only reflects an increased awareness of the importance of security, but also consumers' desire to adopt technologies that provide them with peace of mind and real-time control." 

 

Private security is responding to the growing demand through the use of innovative technologies such as AI, machine learning and big data capabilities in video surveillance systems. This has meant an extraordinary qualitative leap in terms of threat detection and increased immediate response capacity, boosting the effectiveness of the systems, as Maximiliano Kassai, general manager of Prosegur Alarms for Latin America, explains: "The integration of Artificial Intelligence has marked a turning point in the efficiency and effectiveness of our security systems.” 

He adds that the application of AI in behavior prediction models has not only significantly reduced churn rates, demonstrating a high level of satisfaction and loyalty among customers, but has also optimized Prosegur Alarms’ video and image management platform. “This allows us to offer a superior level of home protection and control, anticipating our customers' needs and responding more effectively to potential threats."

At the same time, significant advances are being made in the defense of privacy and data protection, two aspects that are of increasing concern to users and to which the private security industry is responding accordingly. 

As Cabrerizo points out: "Customers choose us because of our ability to integrate AI into our solutions, which allows us to detect threats faster and more effectively. In addition, we guarantee strict compliance with data protection regulations, thus offering our customers double peace of mind". 

As an essential innovation and with an eye to the imminent future, intelligent alarm systems serve purposes that go "beyond conventional security", such as the remote control of homes when their owners are absent, or the care of children and pets. 

At this crossroads between growing demand and exponential growth in protection solutions, the Prosegur Group's alarm unit is increasingly focusing its strategy on a comprehensive offering that flexibly and coherently combines very diverse channels. Examples of this approach to business are the alliance with Telefónica in the Spanish market, the agreement reached with Mapfre to access some market segments in Latin America or the collaboration with CTT-Correios de Portugal.

The venture with CTT-Correios de Portugal illustrates Prosegur’s ability to adapt to the high level of demand of a fast-growing, dynamically evolving market, as Carlos Vaqueirinho, general manager of Prosegur Alams in Portugal, explains:  "The commitment to alarm services arises from an international trend of strong growth in the acquisition of this type of services, driven by increasingly innovative services and offers. Technological advances have redefined what it means to 'be at home', allowing users to manage their residential and business security from their cell phones with unprecedented ease. In this sense, this partnership with Correios de Portugal represents a unique opportunity for CTT customers to fully benefit from our technological expertise and innovation, reinforcing their security with the most advanced solutions on the market."

Another example, in short, of the way in which Prosegur Alarms is adapting to the high level of demand of a market in full process of expansion and dynamic evolution. 

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