SECURITAS AB Annual Report 2011

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18 Presentation of our business Mobile and Monitoring Securitas Annual Report 2011 Specialized Mobile and Monitoring Services Organization Mobile provides mobile security services for small and medium-sized businesses and residential sites, while Monitoring provides electronic alarm surveillance services. Mobile operates in 11 countries in Europe and has approximately 9 500 employees and 215 branch managers in 31 areas. Monitoring (Securitas Alert Services) operates in 11 countries throughout Europe and has approximately 900 employees. Strategy and objectives Mobile and Monitoring has a clear focus on continuously improving the efficiency of their sales force and optimizing the balance between growth and margin improvement. Securitas’ mobile security services are a cost-efficient option for customers requiring a high-quality security solution and a reliable supplier but not needing full-time security services. Our monitoring services are focused on providing high quality solutions for electronic surveillance to all types of customers through close partnerships with independent installers and other business partners. Market and competition The market for mobile security services is highly fragmented and difficult to measure, since most companies providing these services offer them as an integrated part of their security operations and not as a specialized service in a separate organization. Securitas is the market leader in all markets in which Mobile operates, with a market share in the Nordic countries of more than 50 percent, and between 10 percent and 30 percent in the rest of the European countries of operation. Monitoring offers both local and cross-border services. Its market share in the Nordic and Benelux countries ranges between 10 percent and 21 percent, while in the other countries, the figure is below 10 percent. Service offering and customers Mobile provides mobile security services, such as beat patrols, call-out services, city patrols and keyholding services. A large part of the customer base consists of companies that cannot have, or do not need, a full-time security service, as well as many home owners. Since the sales process for mobile security services is fast and based on volume, Mobile has built a dedicated sales organization. Mobile’s customer base of approximately 110 000 customers ranges from small enterprises in manufacturing, retail and administrative services to hotel chains, gas stations, city councils and home owners. Monitoring is a provider of electronic alarm surveillance and its core business is to provide independent alarm, security and safety monitoring services for homes and businesses. In these main market segments, the customer base of approximately 400 000 customers spans from residential, small and medium-sized enterprises to large corporations. For these customers, Securitas provides remote monitoring and alarm response for premises, property and mobile objects, such as people, cars and trucks. Monitoring works with independent installers and sales partners, and focuses on providing a flexible service concept that integrates technical alarm monitoring, verification processes and response solutions. Track and trace are services for vehicles and other mobile objects. Securitas Home Alert for the residential market continues to grow, for example, with easy do-it-yourself solutions. Our employees In 2011, Mobile continued its efforts to improve the efficiency of its sales force and reduce contract terminations, specifically by further developing staff and processes in customer services. In total, approximately 180 sales specialists are now in place, positioned in most European countries of operation. For Monitoring, continuous investments in upto-date monitoring platforms and training of our experienced operators are essential for ensuring quality of service. Monitoring’s employees and business partners receive frequent training. Key managers are offered professional development opportunities through the Securitas Management Training program and training courses at the Alert Marketing Academy are geared toward specific solutions for different customer segments.
Decreased crime rate through successful cooperation In the Netherlands, a successful cooperation between public authorities and private business partners has reduced crime by 50 to 80 percent in certain areas, and cargo thefts by even more – 95 percent. The cooperation is being carried out through the CrimiNee! Foundation. CrimiNee! and Securitas have jointly initiated the development of a new security concept where the police and private security companies share information in order to make investigative work and call-outs more efficient. Information from intelligent surveillance cameras and detection technology is monitored by security officers from Securitas under the control of the police at a shared monitoring center. The CrimiNee! initiative includes programs for safe industrial parks, inner cities, shopping centers, truck stops and parking spaces. Advanced data analysis technology is used to interpret images and a mobile patrol can be dispatched quickly if crimes are detected. With clearly defined roles and close cooperation, the benefits are many. Costs are reduced for both customers and authorities, while the solution has increased efficiency and substantially reduced crime rates. FInAnCIAL kEY rATIOS MSEK 2011 2010 Total sales 6 149 5 961 Organic sales growth, % 3 2 Operating income before amortization 733 740 Operating margin, % 11.9 12.4 Real change, % 1 6 Cash flow from operating activities 633 731 Cash flow from operating activities, % 86 99 Operating capital employed 299 179 Operating capital employed as % of sales 5 3 Total capital employed 2 291 2 148 Return on capital employed, % 32 34 The comparatives have been restated due to operations moved between Security Services Europe and Mobile and Monitoring. In the Netherlands, Securitas works in close cooperation with the police in order to make investigative work and call-outs more efficient. SALES MSEK 6 000 4 500 3 000 1 500 0 OPERATING INCOME MSEK 800 600 400 200 0 07 08 09 10 11 07 08 09 10 11 Presentation of our business Mobile and Monitoring Erik-Jan Jansen, Divisional President, Mobile Lucien Meeus, Divisional President, Monitoring Securitas Annual Report 2011 19
Page 1 and 2: Annual Report 2011
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Securitas AB P.O. Box 12307 SE-102
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SECURITAS AB Annual Report 2011

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