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48. Products from corporate titans such as Google's Nest and Dropcam are also diversifying the market. In most cases these have been acquired, not developed by the big corporations themselves. Investment firms have also spotted an opportunity in the DIY home security market. For example, Sequoia invested early; in 2014, the firm dumped $57 million into SimpliSafe, which
offers self
installed security systems. All told, DIY systems are on track to take over 34 percent of the home security market by 2020. They're also projected to account for more than 62 percent of the market by 2035. The profitability of home security systems has become ever more apparent. That's resulted in intense competition within the industry as startups and big name corporations duke it out. The participation of major brands has validated and helped spur investment in the industry. Competition has gotten even fiercer as telecommunications and cable companies get in on the action.
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"There is nothing required of homeowners who participate in the subsidies, and
their identity and data remain private," spokeswoman Brigid Gorham said. She said customers can control who views their footage, and no personally identifiable information is shared with police without a user's consent. Realistically, though, if police want video for an investigation, they can seek a search warrant. Tech industry analyst Carolina Milanesi said engaging with police and offering incentives is a "very smart move by Ring" and a missed opportunity for competitors, including Google's Nest and smaller companies such as Arlo Technologies and SimpliSafe. But a staff attorney at the American Civil Liberties Union of Southern California called the system "an unmitigated disaster" for the privacy of many neighborhoods. Through the subsidy programs, Amazon "gets to offer, at taxpayer dime, discounted products that allow it to really expand its tentacles into wide areas of private life way more than it already has," Mohammad Tajsar said. On June 21, Chris Williams, the captain of the El Monte Police Department in California, sent an email to staff reminding them about a new incentive for crime witnesses to share information with law enforcement. Rather than the cash reward used by some programs, El Monte gave out camera equipped doorbells made by the home security company Ring, which retail starting at $99. “The Ring Home Security Camera system provides not only intelligence about suspect’s action and descriptions, but serves as a deterrent to crime,” Williams wrote, according to
documents obtained in response to a public records request. Earlier that year, El Monte had entered into an official partnership with Ring, which gives officers access to an online platform where they can ask citizens for footage from their doorbell cameras that may be connected to a crime investigation. In exchange, police departments promote the use of Ring’s cameras and its associated crime watch app, Neighbors.