The Croatian defender and UEFA Cup winner Darijo Srna will become the brand ambassador of the Ukrainian security systems manufacturer Ajax Systems in Croatia. The slogan of the campaign is “Ajax. My defence tactics.” “Darijo is a world football legend and a real superstar in Croatia. His brand ambassador status will bring further momentum to the Ajax promotion in the Adriatic market,” Ajax Systems CMO, Valentine Hrytsenko. “I have a smart Ajax security system at home, and now even when I am at training camps or on long trips I can rest assured that my home and my loved ones are well-protected. It’s convenient that the system is controlled with an app on my smartphone — this allows me to manage the household security from anywhere in the world,” Darijo Srna. Darijo’s recommendations As part of the campaign launch, a series of digital activities was scheduled as well as exclusive merchandise and materials were prepared for Ajax B2B partners. The main campaign goal is to enhance and consolidate the company’s standing in the Adriatic region. In addition to being an Ajax user himself, in the past Darijo also recommended the system to his former teammate Paulo Fonseca, the ex-coach of Shakhtar, whose home was robbed. After the incident, an Ajax system was sent to Fonseca to Italy as a gift: it was installed in his home for protection against any possible accidents. The Adriatic market Ajax Systems entered the Adriatic market in 2017. One of the most important achievements of the company on the market is its partnership with Alarm Automatika, the largest distributor of security equipment in the region. The global goal of Ajax is to become the #1 brand in its segment. To make professional security comfortable for users and give installers the opportunity to work with user-friendly, innovative equipment that has no compromises on reliability.
After a period of rapid international expansion, the next step for Ajax Systems is to set deeper roots in each market and become more sustainable. The manufacturer of wireless security equipment will continue to extend the range of Ajax products and capabilities by responding to local requests. Smart home management options and automation scenarios will be a significant focus for the next year. Wireless security equipment The systems are resistant to false alarms, regularly update over the air Established in 2011 in Kyiv, Ukraine, Ajax Systems produces wireless security equipment for end users and small-medium-sized businesses. Ajax is a complete eco-system. The devices are ready to work out of the box. There are 24 devices for protecting residential and commercial properties from intrusion, fire, and floods as well as a set of automation modules. Users treat them as gadgets that make their homes smarter. Ajax wireless systems are easier to maintain, configure, and monitor for installers as well as for security companies, according to Ajax. The systems are resistant to false alarms, regularly update over the air, and can be easily expanded to cover premises of any size. IoT-based security systems “Our IoT-product approach to security systems, gadget-like industrial design, and user-friendly interfaces disrupted the market in 2016,” says Valentine Hrytsenko, Chief Marketing Officer at Ajax Systems. “After receiving global recognition in the security market, the company grew 80-fold.” Today, Ajax IoT-based security systems protect more than 200,000 people in 80 countries around the world from break-ins, fires, leaks and other threats. “Our mission is to reshape security and make it a common attribute of every household,” says Hrytsenko. Ajax wireless systems are easier to maintain, configure, and monitor for installers Ajax smart technology Ajax smart technology features a combination of reliable hardware and intelligent software. A proprietary Jeweller two-way radio protocol allows placing devices at a distance of up to 2000 meters from the hub in an open space. The system is encrypted, resistant to jamming and code grabbing. Ajax detectors feature false alarm-preventing algorithms: Haze Flow, ZOE, LISA, SmartDetect. The hubs run on a real-time operating system, Malevich OS that processes the commands and sends the alarms. Ajax Cloud service helps to control the system from anywhere in the world using native apps. Easy and seamless installation Ajax features system scalability, flexible management of administrative rights"Easy installation facilitates Ajax on-boarding. The company says 67% of Ajax users purchase additional security devices within the first six months. And an average system configuration consists of nine items. “We focus primarily on the residential, small and medium-sized businesses,” says Hrytsenko. “In the residential segment, Ajax covers the needs to detect break-ins, prevent fires and floods. Ajax devices are visually appealing to fit any home and business interior seamlessly. For the small and medium-sized business, Ajax features system scalability, flexible management of administrative rights, informative notifications, professional maintenance software, as well as integration of the security camera streams for centralised monitoring.” Route-to-market approach Ajax Systems’ route-to-market approach is two-fold. First, they develop strategic partnerships with the local professional security equipment distributors in each country. From the distributors, Ajax equipment goes to the installers, system integrators, security companies, etc. In addition, Ajax seeks to build brand recognition and actualise the concept of security by weaving it into the daily routine of a general audience. “We form a good understanding of their security needs,” says Hrytsenko. As with any new technology, there is an adoption curve for both B2B and B2C clients. Thus, the educational challenge is persistent for Ajax from country to country. Ajax Systems’ route-to-market approach is two-fold Wireless security systems “On a professional market, new products are often met with understandable suspicion,” says Hrytsenko. However, a huge misconception is that user-friendly equipment is either hard to customise or unreliable. Not true, he says. After testing in five accredited laboratories, Ajax devices successfully earned Grade 2 certification for compliance with the requirements of the international standard EN50131-1:2006. Grade 2 is the highest reliability grade a wireless security system can get.
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