ADT has long been known as the leader in professional installation and monitoring services for home security systems in the commercial and residential markets. However, close to 80 percent of U.S. home security buyers want a self-installed home security system.
ADT sought to rebrand LifeShield as its own DIY smart home offering furthering its mission to provide lifestyle-driven security solutions to more segments of the residential market. The global stage of the annual Consumer Electronics Show (CES) was targeted for the unveiling of Blue by ADT. Broadpath led and the media and industry analyst relations efforts to introduce Blue by ADT at CES 2020.