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“The difference is their reach,” Chris Johnson, president of the Direct to Consumer Division of Brinks Home Security, said at a recent industry panel. “As much as we have seen of the SimpliSafe TV commercials, that reach is nothing compared to Amazon,” he said. “We need to figure out what our competitive advantage is, because the sky might actually be falling this time. ”As a company that covers much of the lower 48 U. S. states—with the exception of parts of the Dakotas—Defenders is likely to run up against Amazon sooner or later. Chris Ward, publisher for SDM, a trade publication that covers the electronic security industry, said it “has changed drastically in the last five years. ”“New competitors are coming out of the woodwork,” he said. That, along with the do it yourself movement, he added, has in some cases “been detrimental to the traditional security dealer. ”He called Defenders’ revenue growth in the face of that increased competition “very aggressive and ahead of the curve. ”One element that has helped home security companies continue to thrive in the face of the DIY movement, Ward said, is monthly monitoring charges.