SSI logo

2014 SSI Hall of Fame Inductee Peder Kolind

Peder Kolind, who introduced the mass-marketing model to the electronic security industry, joins the 2014 Security Sales & Integration Hall of Fame.

By ·

Current Status
Philanthropist and Consul General of Denmark in Nicaragua

Why He’s on the List

  • In the 1980s, introduced the mass-marketing model to the electronic security industry after presenting his ideas to the top managers at Pittston Corp. who deployed the concept through Brink’s Security
  • The approach was: package a basic alarm system, use the media to market it, sell it at a uniform low price with costs recouped through monthly monitoring fees, install it immediately and bypass traditional channels used at the time
  • His firm understanding of what the “creation costs” of an alarm customer were enabled new system sales to be made for less than what it cost competitors to generate new sales
  • He also emphasized product standardization, which simplified the installation process and lowered the cost base
  • He started security companies in 15 countries that targeted the home security market to make security affordable to all
  • Almost every company that uses a low-cost, direct-marketing approach to building a business harkens back to Kolind’s model

Keys to Success

“No challenge is too complex or difficult to overcome. Once you have this attitude, a solution will present itself from an unexpected direction. You just have to be receptive and willing to take action. This is particularly true if you surround yourself with strong individuals and partners who are not afraid to challenge the status quo. When I started my first home security company, we required systems that would support monitoring security systems on a large scale. This simply did not exist in 1980 and no one was interested in providing us with software capable of supporting the mass market. I therefore started a company to develop the software to support central station management. That company is still operating today, and the software is used by some of the largest security organizations in the world, including the ones I originally started.”

The Kolind File

  • Born May 6, 1945 in Denmark
  • One of three children, father was a perfume salesman, mother was a supermarket assistant
  • Married with three children and nine grandchildren
  • Son works for central station automation firm Innovative Business Software
  • Earned chemical engineering degree at Technical University of Denmark (formerly Denmark’s Engineering Academy) and masters of business administration at Copenhagen Business School
  • Says if career had taken different path might have gone into architecture
  • Started out in 1960s as chemical engineer in the Texas oil industry
  • Other interests include funding and managing philanthropy projects within Nicaragua

Mass Marketing in the 21st Century

“When I started in this industry, only the wealthy could afford security systems. That is not the Scandinavian way. Through mass marketing and low upfront costs, we could enable all to feel safe and provide security systems where there was the greatest need. That model, which Brink’s deployed, continues today and is relevant particularly in global markets. You can see this in the low installation costs and recurring monthly monitoring fees that are being offered throughout the industry. However, the market in the U.S. has changed. Now that 15% to 25% of homes have security systems, we are approaching saturation in those markets that have traditionally bought our products. Further expansion requires the industry to address how to sell to customers with lower credit scores and how to retain customers in the traditional markets in the face of more competition. These challenges will need to be overcome if we are to continue to profitably recoup the cost of installations.”

Creative Beginnings

“When recruiting my first employees, I had to be creative. I designed a professional advertisement, placed it on a bulletin board in the most prestigious technical university in Denmark and handwrote, “I just had an interview, great place to work.” The person I employed from that advertisement is still with the company today and did not know for several years that I was the author of the note.” 

Mentors and Motivators

“I have worked with some great companies and people over the years. One of the most influential is Dick Seger from Securitas Direct. He and I helped develop the Brink’s model in Sweden, which has now grown to over 1.5 million customers across Europe. In my personal life, the scouting movement has shaped many of my approaches to managing people and solving problems. Lars Kolind, my brother, and previous chair of the World Scouting Foundation, has been a constant supporter and mentor. I grew up in a family where we were taught to challenge injustice. This has driven me throughout my life to stand up for what is right. When you are faced with a challenge, overcoming it is easy if you rely on your own moral compass. I maintain this belief in my approach to my philanthropy projects.”

Improving Dispatch Practices

“I have not yet seen companies taking advantage of all the data we have available to improve dispatches, increase efficiency and help our customers. With the right protection and sensitivity to personal privacy, the industry could transform the way it operates and provides services. For example, Innovative Business Software [central station automation supplier] is reviewing whether neural networks can be used to identify patterns in data that may increase monitoring operator efficiency.”


Article Topics
Business Management · Intrusion · People & Profiles · Media · Slideshow · Hall of Fame · Security People · All Topics

About the Author
Scott Goldfine
Scott Goldfine is Editor-in-Chief and Associate Publisher of Security Sales & Integration, directing all editorial aspects of the magazine brand in print, electronically, online and in person. The voluminous, innovative and award-winning body of work he has distinguished himself with since joining the publication in 1998 includes groundbreaking research, landmark features, leadership roundtables, high profile case studies, and many industry exclusives. Well versed in the technical and business aspects of electronic security (video surveillance, access control, systems integration, intrusion detection, fire/life safety), Goldfine is a nationally known figure in demand as an industry presenter and subject matter expert to mainstream media. He is responsible for developing many unique products and programs, including the SSI Industry Hall of Fame, Control Panel (industry’s first E-mail newsletter), Police Dispatch Quality (PDQ), Marketing Marvel, Installers of the Year, Integrated Installation of the Year, Security Industry Census, Systems Integration Study, Installation Business Report, Operations & Opportunities Report, Commercial End-User Study and Security’s Fantastic Fleets. Recognized for his relationship building, integrity and lead-by-example ethic, Goldfine is a solutions-oriented team player who advises and collaborates with industry dealer/integrator, consultant, distributor, central station and manufacturer icons, luminaries and executive business leaders on a daily basis. He is also actively involved in several security events and organizations, including the Electronic Security Association (ESA), Security Industry Association (SIA), Security Industry Alarm Coalition (SIAC), False Alarm Reduction Association (FARA), PSA-Tec, SAMMY Awards, International Security Conference and Exhibition (ISC), Electronic Security Technology Summit (ESTS), Mission 500, Electronic Security Expo (ESX), ASIS Int’l, Honeywell CONNECT and other supplier conventions. Goldfine also serves on several boards, including the CSAA Marketing and Communications Committee and PSA Cybersecurity Advisory Council. A certified alarm technician, former cable-TV tech, audio company entrepreneur, and lifelong electronics and computers enthusiast, Goldfine graduated with honors from Cal State, Northridge with a management degree in Radio-Television-Film. His professional media endeavors have encompassed magazines, Internet, radio, TV, film, records, teletext and books. Goldfine resides in the Charlotte, N.C., area with his wife, son and three cats.
Contact Scott Goldfine:
View More by Scott Goldfine

Security Is Our Business, Too

For professionals who recommend, buy and install all types of electronic security equipment, a free subscription to Security Sales & Integration is like having a consultant on call. You’ll find an ideal balance of technology and business coverage, with installation tips and techniques for products and updates on how to add sales to your bottom line.
A free subscription to the #1 resource for the residential and commercial security industry will prove to be invaluable. Subscribe today!

Hall of Fame, Security People


View all security resources & downloads