SECURITAS AB Annual Report 2011
SECURITAS AB Annual Report 2011
SECURITAS AB Annual Report 2011
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18 Presentation of our business<br />
Mobile and Monitoring<br />
Securitas <strong>Annual</strong> <strong>Report</strong> <strong>2011</strong><br />
Specialized Mobile and Monitoring Services<br />
Organization<br />
Mobile provides mobile security services for small<br />
and medium-sized businesses and residential<br />
sites, while Monitoring provides electronic alarm<br />
surveillance services. Mobile operates in 11 countries<br />
in Europe and has approximately 9 500<br />
employees and 215 branch managers in 31 areas.<br />
Monitoring (Securitas Alert Services) operates in<br />
11 countries throughout Europe and has approximately<br />
900 employees.<br />
Strategy and objectives<br />
Mobile and Monitoring has a clear focus on continuously<br />
improving the efficiency of their sales force<br />
and optimizing the balance between growth and<br />
margin improvement. Securitas’ mobile security services<br />
are a cost-efficient option for customers<br />
requiring a high-quality security solution and a<br />
reliable supplier but not needing full-time security<br />
services. Our monitoring services are focused on<br />
providing high quality solutions for electronic surveillance<br />
to all types of customers through close<br />
partnerships with independent installers and other<br />
business partners.<br />
Market and competition<br />
The market for mobile security services is highly<br />
fragmented and difficult to measure, since most<br />
companies providing these services offer them as an<br />
integrated part of their security operations and not<br />
as a specialized service in a separate organization.<br />
Securitas is the market leader in all markets in which<br />
Mobile operates, with a market share in the Nordic<br />
countries of more than 50 percent, and between<br />
10 percent and 30 percent in the rest of the European<br />
countries of operation.<br />
Monitoring offers both local and cross-border<br />
services. Its market share in the Nordic and Benelux<br />
countries ranges between 10 percent and 21 percent,<br />
while in the other countries, the figure is<br />
below 10 percent.<br />
Service offering and customers<br />
Mobile provides mobile security services, such as<br />
beat patrols, call-out services, city patrols and keyholding<br />
services. A large part of the customer base<br />
consists of companies that cannot have, or do not<br />
need, a full-time security service, as well as many<br />
home owners. Since the sales process for mobile<br />
security services is fast and based on volume,<br />
Mobile has built a dedicated sales organization.<br />
Mobile’s customer base of approximately 110 000<br />
customers ranges from small enterprises in manufacturing,<br />
retail and administrative services to hotel<br />
chains, gas stations, city councils and home<br />
owners.<br />
Monitoring is a provider of electronic alarm<br />
surveillance and its core business is to provide<br />
independent alarm, security and safety monitoring<br />
services for homes and businesses. In these main<br />
market segments, the customer base of approximately<br />
400 000 customers spans from residential,<br />
small and medium-sized enterprises to large corporations.<br />
For these customers, Securitas provides<br />
remote monitoring and alarm response for premises,<br />
property and mobile objects, such as people, cars<br />
and trucks.<br />
Monitoring works with independent installers<br />
and sales partners, and focuses on providing a<br />
flexible service concept that integrates technical<br />
alarm monitoring, verification processes and<br />
response solutions. Track and trace are services<br />
for vehicles and other mobile objects. Securitas<br />
Home Alert for the residential market continues to<br />
grow, for example, with easy do-it-yourself solutions.<br />
Our employees<br />
In <strong>2011</strong>, Mobile continued its efforts to improve<br />
the efficiency of its sales force and reduce contract<br />
terminations, specifically by further developing<br />
staff and processes in customer services. In total,<br />
approximately 180 sales specialists are now in<br />
place, positioned in most European countries of<br />
operation.<br />
For Monitoring, continuous investments in upto-date<br />
monitoring platforms and training of our<br />
experienced operators are essential for ensuring<br />
quality of service. Monitoring’s employees and<br />
business partners receive frequent training. Key<br />
managers are offered professional development<br />
opportunities through the Securitas Management<br />
Training program and training courses at the Alert<br />
Marketing Academy are geared toward specific<br />
solutions for different customer segments.
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