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Ring
Ring was founded in 2013 by Jamie Siminoff under the name "Doorbot," built around a genuinely novel product concept: a video doorbell letting homeowners see and speak with visitors remotely through a smartphone app, addressing the specific problem of missed deliveries and unknown visitors. Siminoff famously pitched the product on the television show "Shark Tank" in 2013 and was rejected by every investor on the panel, a rejection that became widely referenced years later after Amazon acquired the rebranded Ring company for approximately $1 billion in 2018. Ring's Neighbors app, letting users share footage and safety concerns with others in their local area, became a significant and sometimes controversial expansion of the company's mission, drawing both praise for community safety benefits and criticism over privacy and law enforcement data-sharing concerns. Ring's combination of its famous "Shark Tank" rejection turned billion-dollar Amazon acquisition and its popularization of the consumer video doorbell category has made it one of the most commercially significant modern home security companies.
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SimpliSafe
SimpliSafe was founded in 2006, built around a self-installed, contract-free home security system model, directly challenging the traditional industry standard of professional installation and long-term monitoring contracts that companies like ADT had built their business around for decades. The company's wireless, do-it-yourself installation approach let customers set up a full security system themselves in a matter of minutes without needing a scheduled professional visit, appealing particularly to renters and younger homeowners wary of long-term contractual commitments. SimpliSafe's direct-to-consumer sales model, selling systems online and through retail stores rather than relying primarily on door-to-door or in-home sales representatives common among traditional security companies, reflected a broader shift in how home security products reached consumers. SimpliSafe's combination of its contract-free self-installation model and its direct-to-consumer retail sales approach has made it one of the most disruptive home security companies challenging the traditional professionally installed security industry.
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