ADT Rebrands Lifeshield DIY Solution as ‘Blue by ADT’

Blue by ADT unveils new DIY outdoor, indoor and doorbell security surveillance cameras, with full smart home platform to come, at CES 2020.

ADT Rebrands Lifeshield DIY Solution as ‘Blue by ADT’

Security and smart-home powerhouse ADT Inc. (NYSE: ADT) is rebranding its Lifeshield DIY solutions under the new name Blue by ADT. The company will kick off the new brand with three new cameras—an indoor camera, outdoor camera and doorbell smart camera– released at CES 2020. The new line of cameras can be used as standalone devices or integrated with the Blue by ADT security system to be released this spring.

“We have spent the past year expanding the Lifeshield platform and hardware to develop these standalone products,” says Doug Bellenger, head of product, DIY, at ADT, speaking in an exclusive interview with CE Pro. “The Lifeshield brand name will be transitioned to Blue by ADT, and we are taking it to the next level.”

He says existing Lifeshield customers will be able to continue to use their Lifeshield products, “but the Lifeshield name will go away and the website will be reskinned as Blue by ADT.

But the introduction of the ADT name into the DIY space does not mean ADT is abandoning professional installation at all. John Owens, president of DIY at ADT, tells CE Pro, “The DIY market is poised for incredible growth, but it is still small compared to the professional installation market. DIY is a choice… a customer is making the choice to install it on his or her own.”

To assist DIY buyers, ADT has a “white glove service over the phone to help customers who might get confused by the DIY solution. We are fortunate to have very likable, smart agents on the phone to put clients at ease,” says Owens.  

There is also a process in place to refer Blue by ADT clients to a professional installer if necessary.

“This gives the customer choices. We see this as an expansion of the market, not the DIY marketing robbing the professional install market,” says Bellenger.

Blue by ADT Cameras Unveiled

The Blue by ADT products themselves have a consumer-friendly industrial design.

“A lot of thought went into the design and style of these products,” says Bellenger, noting the products are particularly well-suited both Millennials and apartment dwellers. Owens calls the new products and platform innovative, easy to use and flexible.

The $199 Blue by ADT Indoor Camera enables users to view live and recorded 1080p HD video from anywhere through the free Blue by ADT mobile app. With the Blue by ADT app or upcoming integrated Alexa voice controls, users can set recording rules as well as manage other Alexa-connected smart home products (lights, locks, thermostats and more).

The Indoor Camera has two-way talk capabilities that enable Alexa functionality, plus the smart camera will help detect a home’s existing smoke/carbon monoxide siren and notify of an issue. The camera includes support for local SD card storage up to 128GB and a limited battery backup in the event of a short power outage. DECT Ultra Low Energy (DECT ULE) integration will pair with Blue by ADT sensors and keypad, coming this spring, enabling the device to function as a security hub.  

Blue by ADT comes out of the gate with three products: (from left) an indoor, outdoor and doorbell camera.

The $199 Blue by ADT Outdoor Camera is a 1080p HD resolution, IP-65 weather-resistant, wireless home security camera that includes night vision capabilities viewable through the Blue by ADT mobile app. The outdoor camera includes support for local SD card storage up to 128GB and is powered by a rechargeable battery.

A $49 Blue by ADT Extender + Chime uses low-power Wi-Fi to extend the battery life of the outdoor camera while improving the range of all cameras. It also allows users to play their choice of preset chimes when someone rings the doorbell camera.

The $199 Blue by ADT Doorbell Camera enables homeowners to talk with visitors and watch a live 1080p HD resolution video feed via the Blue by ADT mobile app. The hardwired, weather-resistant doorbell camera features a 180-degree field of view with motion detection that alerts users when someone is at the door through both push notifications and a voice announcement from an Alexa-enabled device.

Other features of all three Blue by ADT smart cameras include:

  • Facial recognition – receive alerts and set up Applets through IFTTT when a camera detects a familiar face
  • Smart alerts with animated previews – receive notifications with previews of what a camera detects plus have the option to quickly view the full video
  • Interoperability – compatible with other devices through Amazon Alexa, and IFTTT with future integrations through Google Assistant and Apple HomeKit
  • Custom motion-activated detection zones – adjust motion zones to reduce unnecessary alerts
  • Two-way talk with noise cancellation – enables homeowners to clearly hear what is important and address those on the other side of the camera
  • Cloud storage – ADT offers up to 24 hours of free video storage or a 60-day video storage plan starting at $2.99 per camera, and $12.99 for unlimited cameras at a single location
  • Compatible with existing Lifeshield systems and upcoming Blue by ADT Security Systems

The three Blue by ADT smart cameras and a Wi-Fi Extender + Chime will be available for pre-order on January 6 and will begin shipping before the end of January.