Security

MONI CEO on New Brink’s Branding, ‘We will be a Clear No. 2’

Two years after rebranding to MONI, the former Monitronics will now be known as Brink's Home Security via a licensing agreement with The Brink's Co. CE Pro sister publication Security Sales & Integration speaks with CEO Jeff Gardner about the move.

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1 Comments
Posted by LeeSSG on March 9, 2018

The new name,” Brink’s Home Security” will camouflage the appearance, but not the stats and history. The stock has slipped from $88.50 (Dec 2013) to $4.94 (March 2018).  The name also changed two years ago from Monitronics to “Moni”, but did not halt the steep slide.  All new top management did not halt the slide either.  Another new name will not sway investors and analysts who understand the cause of the slide…. Debt, Attrition, Broken Business Model.  Remember, their problem is imbedded in the original 1,000,000 monitored customers, their primary source of revenue, not the several thousand new customers and shiny new toys.  If this was a new company with the new business model, the name Brinks would be pure gold, but not when it is used as a tourniquet.
Source: Lee Jones; Support Services Group; leessg@att.net

1 Comments
Posted by LeeSSG on March 9, 2018

The new name,” Brink’s Home Security” will camouflage the appearance, but not the stats and history. The stock has slipped from $88.50 (Dec 2013) to $4.94 (March 2018).  The name also changed two years ago from Monitronics to “Moni”, but did not halt the steep slide.  All new top management did not halt the slide either.  Another new name will not sway investors and analysts who understand the cause of the slide…. Debt, Attrition, Broken Business Model.  Remember, their problem is imbedded in the original 1,000,000 monitored customers, their primary source of revenue, not the several thousand new customers and shiny new toys.  If this was a new company with the new business model, the name Brinks would be pure gold, but not when it is used as a tourniquet.
Source: Lee Jones; Support Services Group; leessg@att.net