SimpliSafe vs. ADT
SimpliSafe vs. ADT
The challenge: Convince consumers that wireless security systems are as good as the old-school options.

What they did: With so many folks moving around these days, SimpliSafe, based in Cambridge, Mass. offers a security system customers can easily install themselves and take with them to their next home. That's because the battery-powered system, which uses wireless devices affixed to walls near doors and windows, doesn't require complicated installation, and it works with cellphones -- no landline needed. CEO Chad Laurens designed the product, manufactures it, and sells it via the web, keeping pricing competitive: $300-plus for the system and $15 monthly for service, minus the contract and added fees that bigger companies typically tack on. Even without fancy marketing, word is spreading: Laurens expects sales to rise to $15 million this year, up from the low-single-digit millions in 2010.

Editor's note: An earlier version of this story incorrectly reported that ADT does not serve apartment dwellers. They do offer products for renters, including a wireless system that is comparable in price to SimpliSafe's. However ADT's product requires a three-year contract and installation by a professional.


By Jessica Shambora, writer-reporter @FortuneMagazine - Last updated February 01 2012: 10:37 AM ET

The Van Winkle family has been in the bourbon business for 100 years. Its secret for the Old Rip Van Winkle Distillery? Make prize-winning spirits and keep supply really low.

Market indexes are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer Morningstar: © 2014 Morningstar, Inc. All Rights Reserved. Disclaimer The Dow Jones IndexesSM are proprietary to and distributed by Dow Jones & Company, Inc. and have been licensed for use. All content of the Dow Jones IndexesSM © 2014 is proprietary to Dow Jones & Company, Inc. Chicago Mercantile Association. The market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. FactSet Research Systems Inc. 2014. All rights reserved. Most stock quote data provided by BATS.