Security Systems News

JUL 2017

Security Systems News is a monthly business newspaper that reaches 25,100 security installers, product distributors, central stations, engineers & architects, and security consultants. Our editorial coverage focuses on breaking news in all major se

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SEC u RIT y S y STEMS NEWS July 2017 Monitoring 19 By Spencer Ives HOBOKEN and UNION, N.J.— Essence USA, a connected living solutions provider, in early May announced a new program, cre- ated in partnership with Affiliated Monitoring, to benefit a new range of dealers for Essence's PERS prod- ucts. "We've got a good relationship with Affiliated and we were finding after going to the Catalyst show last year [in 2016], that we had some smaller dealers that were coming to Essence really looking for the state-of-the-art technology we're putting out, but they didn't necessarily fit the mold of a large customer, which has traditionally been the Essence model," Ritch Haselden, Essence USA's VP of sales, told Security Systems News. Catalyst is a conference hosted by Affiliated Monitoring, focused on sales and marketing aspects of the PERS market. Affiliated can now fulfill orders for dealers of all sizes that are look- ing to incorporate Essence products without the dealer needing to buy in large quantities. This partnership allows PERS dealers to begin "in a measured fashion," as well as helps an existing PERS dealer that wants to begin offering Essence products, Affiliated Monitoring's vice presi- dent Daniel Oppenheim told SSN. "It's got a great opportunity to, certainly, assist … some of the dealers that are newer to the marketplace in being able to lever- age the technology that essence is providing in a way that we would, quite frankly, not be able to prior," Haselden said. "It's a win for everybody. In the end, it's going to be a great opportunity to expand the market." Affiliated will provide the moni- toring for this equipment, Haselden noted. "We're going to provide, not only the assistance with the selling process to the dealer—making sure they're choosing the correct equipment for their particular situation—[but] we're also going to be offering webinars, marketing seminar … for that group of dealers that joins the program," he said. "As [dealers] continue to grow and thrive, using both Affiliated and Essence, they could potentially— at some point in time—become a dealer that buys customized equipment, with their own logos," Haselden said. Oppenheim noted that this part- nership benefits both companies. "Essence and Affiliated saw this as a mutual opportunity. They [are] gaining access to customers they wouldn't otherwise be able to service themselves and we have an opportunity to further support our dealers and differentiate ourselves in the market," he said. Affiliated supports dealers in a similar way with other product lines, Oppenheim noted. "As a PERS central station, we pride our- selves on the number of integrations that we have and the fact that we can support our PERS dealers in however they want to go to market and they don't feel constrained." ss N Affiliated and Essence enter partnership CEO, said in a prepared statement. "GTCR brings sig- nificant resources and expe- rience in building industry- leading companies, and we believe they will be a valuable resource in the long-term expansion of our business." The transaction is expected to close in the third quarter of 2017. "The existing owners of GreatCall decided to sell a few months ago. So, the discussions have been ongo- ing for a couple of months now, we've been evaluating the company and working on a transaction which we agreed to [in early June]," Donnini said. J e ff e r i e s L L C s e r v e d as financial advisor and Kirkland & Ellis LLP served as legal advisor to GTCR. J.P. Morgan Securities LLC served as financial advisor and DLA Piper served as legal advisor to GreatCall. ss N GTCR Continued from page 18

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