The alarm and video surveillance market - Italy (2025)

1.2 The global market

The surveillance industry is undergoing a significant transformation, driven by technological convergence and growing security concerns in various sectors. The integration of advanced technologies such as artificial intelligence, machine learning, and deep learning algorithms has revolutionized traditional video surveillance systems, enabling more sophisticated threat detection and prevention capabilities. This technological evolution has had a particular impact in critical infrastructure protection, where innovative solutions are being implemented to protect assets and facilities. According to recent industry data, China leads the world in surveillance implementation, with ** of the top ** most surveilled cities globally, highlighting the growing importance of comprehensive security solutions. The shift toward smart city initiatives and improved urban security have become crucial factors that are shaping the market for video surveillance solutions. Cities around the world are deploying extensive integrated camera networks with advanced analytics capabilities to improve public safety and operational efficiency. One notable example is Dubai, which has installed more than ***,*** cameras monitoring the city around the clock, demonstrating the reach of modern urban surveillance systems. These deployments increasingly focus on intelligent features such as automatic license plate recognition, crowd behavior analysis, and suspicious activity detection. The industry is experiencing a significant transition from traditional analog systems to more ...

1.3 The European market

The European alarm and video surveillance market is booming, with a value that will grow from $**.** billion in **** to $**.** billion in ****, marking an overall increase of **.* percent and a compound annual growth rate (***) of *.** percent. This growth is driven by increasing demand for advanced security solutions, integration of smart technologies, andlarge-scale adoption of monitoring and prevention systems in both residential and industrial settings.

European alarm and video surveillance market value Europe, ****-****, in US$ billion Secsolution

1.4 The Italian market

The Italian alarm and video surveillance market will grow from €*.** billion in **** to €*.** billion in ****, with a projected increase of **.*% at a CAGR of *.**% like that of Europe. Italian alarm and video surveillance market value forecast Italy, ****-****, in € billion Company Register, Secsolution

The turnover of alarm and investigation service companies in Italy grows from €*.** billion in **** to €*.** billion in ****, an increase of **.* percent. The increase is particularly evident after ****, suggesting a recovery and strengthening of demand for such services in recent years.

Turnover of security and investigation service companies [***] Italy, ****-****, in billion € Istat, Companies Register

1.5 Imports and Exports

Between **** and ****, Italy's exports of electrical devices for acoustic or visual signaling decreased initially from $***.* million in **** to $***.* million in ****, and then rose steadily to $***.* million in ****, an overall reduction of **.* percent. Imports increased by **.* percent, growing from ***.* million in **** to ***.* million in ****, peaking in ****. As a result, the coverage rate went from *.* in **** to *.** in ****, showing a reduction in the positive trade balance, albeit with a slight recovery from the low in ****.

Exports, Imports and Coverage Rate Italy, ****, US$ million UNComtrade

The top five supplier countries of Signaling Equipment are shown below; specifically, China (***).

Breakdown of imports among the top * supplier countries Italy, ****, % UNComtrade

The value of exports is by no means concentrated. The markets to which Italy supplies the largest percentage of the product are France (***).

Distribution of exports among the top * consumer countries Italy, ****, % UNComtrade

1.6 Inflation suffered by the sector

Theproducer price index for the manufacture of audio and video consumer electronics products in Italy has been fluctuating between **** and ****. Starting from a value of ***.* in November ****, it reached ***.* in November ****, marking an overall decrease of *.* percent. After peaking at ***.* in March ****, the index showed a gradual decline, indicating a possible reduction in production costs or downward pressure on market prices, likely influenced by demand dynamics, production process optimization, or increased industry competitiveness.

Industry producer price index of [***] Manufacture of audio and video consumer electronics products - monthly data - base ****=*** Italy, ****-****, index Istat

2.1 Overview of demand

From **** to ****, the average monthly household expenditure on security equipment in Italy initially decreased by ** percent, from €*.** in **** to €*.** in ****, then grew significantly to €*.** in ****, stabilizing at €*.** in ****. Overall, there is a ** percent increase from the initial value, with a clear upswing in recent years. Average monthly household expenditure item for security equipment [***] Italy, ****-****, in current &euro Istat Between **** and ****, the production value of security and investigation services in Italy increased by **.* percent, from €*.** billion to €*.** billion. Growth has been steady, with a significant acceleration between **** and ****, likely influenced by increased demand for security as a result of social and economic changes. Production value of security and investigation services Italy, ****-****, in € billion Istat

2.2 Geographical distribution of demand

In ****, average monthly spending on security equipment was highest in the Northwest and Northeast, both at €*.**, almost double that of the Center, which stands at €*.**. The South and Islands recorded the lowest expenditure, at *.** euros, showing a significant gap between the North and the rest of the country, consistent with a greater propensity to invest in security in northern areas.

2.3 Demand drivers - security

the demand for security systems is highly dependent on the perception of threat in a given context, which is strongly linked to the number of thefts and robberies that have occurred. Increases in the statistics of such crimes often generate greater awareness in the need for protection, prompting individuals and companies to invest in advanced security systems. Theft and robbery, although both involve the taking of another's property, differ in mode and circumstances.

theft: the act of taking someone else's property fraudulently, without the use of direct force against the victim or the involvement of threats. robbery: crime involving the use of force or threats directed against the victim.[***]

In Italy in ****, a large number of juggling thefts were recorded; juggling theft (***) is conduct characterized by special skill in diverting the offended person's attention from control and possession of the thing. The highest cases of juggling theft occurred in the Northwest of the Peninsula, followed by the Center and Northeast.

In ****, juggling thefts were most frequent in the Northwest with **,*** reports, followed by the Center with **,*** cases, while the Islands recorded the lowest number, *,***. Residential burglaries were most concentrated in the Northwest and the Center, with **,*** and **,*** complaints, respectively, while the ...

2.4 Trends in online searches

Online searches on alerts in Italy increased significantly by **.* percent between January **** and January ****, from **.* to **.*. The year **** was characterized by a swinging trend, with significant peaks in September (***). In ****, the trend stabilized, although it showed a slight decline in the middle of the year compared to the values at the beginning of the period. However, in the last months of **** and early ****, new growth in search interest is observed, with values close to the highs of the entire period analyzed. The numbers indicate the searchinterest relative to the frequency with which the term was searched, compared to the maximum value of the period and the reference region. A value of *** represents the maximum peak of searches, while ** indicates half the frequency relative to the maximum recorded. A score of * means that not enough data were found for the term analyzed.

Trend of online searches for alerts Italy, ****-****, index Google Trends, Businesscoot processing

The geographic distribution of online searches for alerts in Italy over the period ****-**** shows a higher concentration in the Northeast, with Veneto reaching the highest value (***).

2.5 New trends in demand

The alarm and video surveillance market is undergoing a profound transformation, driven by technological evolution, socio-economic changes and new security needs. Today, consumers and businesses are no longer just looking for traditional solutions, but are moving toward intelligent, integrated and sustainable systems that can meet an increasingly diverse and complex demand.

*. "Smart" security systems and IoT integration:

The growing popularity of IoT (***) technology is revolutionizing the industry:

Fully integrated systems: Consumers increasingly demand solutions that integrate alarms, cameras, motion sensors, smart locks, lighting and even thermostats into a single ecosystem. This enables control via smartphones or voice assistants (***). Automation and customization: Home automation is a key trend. Users want to set up automatic scenarios, such as triggering alarms when they leave the house or turning off certain sensors at specific times. Real-time connectivity: The ability to receive instant push notifications about any intrusions or anomalies is now considered an essential feature.

*. Artificial intelligence and predictive analytics:

AI is significantly improving the functionality and effectiveness of systems:

Facial and behavioral recognition: Systems that can identify authorized persons, strangers, or suspicious behavior are becoming standard, especially for businesses and public places. Reduction of false alarms: Advanced algorithms enable the distinction between ...

3.1 The size of the market

The number of firms active in surveillance and investigation services in Italy decreased by *.* percent between **** and ****, from **** to ****. After a slight increase in **** (***), the sector declined steadily in the following years, with the steepest decline between **** and ****. Number of enterprises active in surveillance and investigation services [***] Italy, ****-****, in number Istat

In ****, the majority of businesses active in surveillance and investigation services in Italy are limited liability companies (***) make up a marginal minority. Legal form of companies active in surveillance and investigation services Italy, ****, in % Istat

The number of people employed in surveillance and investigation services in Italy increased by **.* percent between **** and ****, from **,*** to **,***. After a steady growth between **** and ****, there was a more pronounced increase from **** onward, with a significant acceleration in recent years. Number of employees working in security and investigation services Italy, ****-****, in numbers Istat

The number of firms operating in the retail trade of security systems in Italy increased by **.* percent between **** and ****, from *** to ***. After a decline through **** (***), followed by a slight decline in ****.

Number of active enterprises in the retail trade of security systems [***] Italy, ****-****, in number Istat

In ****, the majority of businesses active in security systems retailing in Italy are ...

3.2 Value Chain

The value chain in the alarm and video surveillance market includes several key stages:

Research and Development: phase in which efforts are made for technological innovation, new product development, and integration of advanced technologies such as artificial intelligence and machine learning. Essential stage to maintain competitiveness in the market. Manufacturers of signaling and video surveillance equipment: phase in which alarm and video surveillance devices and systems are produced. It includes the production of hardware such as cameras, sensors, alarm systems, and associated software for control and analysis. Distribution: finished products are distributed through various channels, including direct distributors, resellers, and online sales channels. Logistics and supply chain management are crucial aspects at this stage. Installers of alarm and video surveillance systems: phase of product installation at customers' premises and their integration with other existing security systems. Customers are divided into: companies, public agencies (***).

3.3 Distribution channels

The alarm and video surveillance market is characterized by a highly diversified distribution system designed to meet the needs of private customers, businesses, and public institutions. Technological evolution, affordability and growing demand for security are transforming distribution channels, which range from traditional models to more innovative digital and subscription-based approaches.

*. Direct-to-Consumer (***) channels:

Companies sell directly to end customers, without intermediaries.

Corporate E-commerce: Characteristics: Proprietary platforms (***) where customers can purchase products and services directly. Advantages: Complete control over customer experience and profit margins. Ability to customize products (***). Direct communication with the customer for after-sales support and upselling. Examples: Well-known brands such as Ring or Arlo that sell through their own websites. Direct sales through agents or consultants: Characteristics: Salespeople represent the company and propose solutions directly to consumers or businesses. Advantages: Personalized approach, with analysis of customer needs. Increased trust for customers because of the human relationship. Application: Very common for complex security systems for high-end businesses or homes.

*. Traditional retail:

Physical outlets where customers can purchase products directly.

Specialty store: Features: Stores that exclusively offer security products, including alarms, cameras and related accessories. Advantages: Specialized technical advice. Wide range of specific products. Examples: Local store or chains specializing in ...

3.4 The main market players

The following companies are the main ones in the market:

Sicuritalia: It is a leading Italian security company, specializing in alarm and video surveillance systems for homes, companies and businesses. It offers advanced wired and wireless solutions that can be managed remotely via the Sicuritalia Protezione** app. Systems include cameras with night vision and connection to the **/* Operations Center, which ensures rapid intervention in case of an alarm. For businesses, it offers customized solutions, from intrusion detection systems to video surveillance and access control, integrated with innovative technologies. For the residential sector, Protezione** Casa offers real-time monitoring and management via app. The company stands out for its focus on innovation and high quality of services.

Mondialpol: Offers security solutions for homes, offices and businesses. It offers advanced wireless alarm systems with video-verification capabilities, which enable real-time sending of images to both users and the **-hour Operations Center. The system components are discreet and integrate easily into any home environment. For businesses, it has customizable alarm systems available, including perimeter barriers, volumetric systems, and cameras for reading license plates at entrances. These solutions are designed to provide comprehensive protection and can be monitored by the Operations Center for timely intervention in the ...

4.1 Overview of the Offering

Video surveillance systems

Video surveillance involves surveillance carried out through a system of cameras connected to a control and coordination center. The purpose of a video surveillance system is to capture images of a scene, process them and transmit it to an operator. Therefore, a video surveillance system consists of security cameras, involved in producing images, and video recorders for displaying the images on monitors, via a transmission system. There is no theoretical limit to the number of cameras and monitors that can be employed in the system.

Going to analyze the functional purposes of cameras, they can be schematized as follows:

verification: the camera must enable the operator to obtain information from objects, identification: the camera must enable the identification of an individual beyond reasonable doubt, recognition: the camera must allow the operator to obtain recognition of an individual, observation: the camera must enable the viewing of details characterizing an individual, while allowing the viewing of activities taking place around an incident, detection: the camera must allow the operator to reliably and easily determine whether a target, such as a person, is present, monitoring: the camera must allow the display of a number, direction, and speed of movement of individuals ...

4.2 The prices charged in the market

Video surveillance cameras

There are a variety of camera types on the market, developed for different types of applications.

Cameras with special features

To complete the list of different types of cameras on the market, models with special functions should also be shown:

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Video surveillance system installation

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Complete alarm system installation for dwelling

Alarm composition products

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4.3 Video Surveillance and Artificial Intelligence

One of the most relevant developments of the moment is the combination of Artificial Intelligence with video surveillance systems. These systems combine the ability to capture video in real time with the advanced analytical capabilities offered by AI. One of the keys to this breakthrough lies in facial recognition, which is capable of identifying and tracking people's faces. This can be used for security purposes (***). In addition, one of the most practical aspects that has improved as a result of this increase in AI has certainly been the improvement in the quality of captured images, through the reduction of background noise and the optimization of lighting conditions.

Products on the market

The following are specific examples capable of illustrating how the integration of AI into video surveillance systems is expanding monitoring and analysis capabilities, offering more sophisticated solutions for security and information management:

Arlo Pro*: a video surveillance system consisting of two wireless cameras. The cameras feature *K cideo resolution with HDR, allowing details to be captured with maximum clarity. Designed for both indoor and outdoor use. Systems with Deep Learning capabilities: some advanced video surveillance systems use artificial intelligence software to process the data collected by the cameras. These algorithms ...

5.1 Rules and regulations

Safety installations

Italian regulations governing the installation of security systems are outlined in national standard CEI **-**. Introduced in ****, this standard defines the design, implementation, verification and maintenance characteristics of security systems. It applies to intrusion and burglar alarm systems, even when the installation is independent of each other. The regulations include:

risk analysis: reference is made to the intended use of the place, the value of the property to be protected and the dangers to people. Installations are classified into four degrees of risk, from low to high. analysis of the installation site: one must look at the specific characteristics of the installation site, such as the location of the building, accessibility, external lighting, and potential entry routes. component safety: the regulations classify the different degrees of safety of components used in installations, based on a specific table that determines the performance level of each subsystem, depending on the degree of safety and the arrangement of components. performance verification and environmental factors: during implementation, the impact of environmental factors on system operation, such as electromagnetic disturbances and movements that could trigger false alarms, must be assessed. In addition, a CE declaration of conformity is required to ensure that the impact ...

5.2 Bonus Security

Security Bonus ****, also known as video surveillance bonus or alarm bonus, is a ** percent tax deduction on expenses incurred for the purchase and installation of home security systems. This benefit was confirmed by the Budget Law **** and will be valid until December **, **** (***).

Eligible Interventions:

The bonus covers a number of interventions aimed at improving home security, including:

Installation or replacement of window grates. Installation of shatterproof glass. Installation of opening and/or burglary detectors on windows and doors. Replacement or installation of armored or reinforced doors. Installation or replacement of gates or masonry fences on buildings. Purchase and installation of cameras, video cameras or burglary prevention detector devices. Installation or replacement of locks, padlocks, deadbolts, peepholes. Installation or replacement of shutters. Affixation or purchase of wall safes. Flood and gas leak protection devices.

it is important to note that expenses for contracts with private security companies for home surveillance are not among the deductible expenses.

Beneficiaries:

All taxpayers liable to pay IRPEF or IRES, with no income limit, are eligible for the deduction. Beneficiaries include:

Owners or bare owners of the property. Holders of a right in rem of enjoyment (***). Tenants or comodatari. Members of divided and undivided cooperatives. Members of ...

5.3 Conclusion

The Italian market for alarms and video surveillance is booming, with its value expected to grow from €*.** billion in **** to €*.** billion in ****, marking an overall increase of **.* percent and a CAGR of *.** percent. This development is in line with the European trend and reflects a growing demand, driven byincreasing perceptions of insecurity, technological innovation, and the integration of smart and IoT solutions. These increasingly accessible and customizable systems are transforming the market, making security a key element for both individuals and businesses.

Key industry trends include theadoption of cloud systems, the integration ofartificial intelligence (***) for facial and behavioral recognition, and the growing demand for sustainable and energy-efficient solutions. These factors are changing the competitive landscape, with an increasing focus on integrated and automated surveillance services.

The market structure is characterized by moderate fragmentation. While small companies dominate the retail business of security systems, large players such as Sicuritalia, Mondialpol, and Verisure are dominating through innovative strategies based on customized solutions, subscription services, and advanced technologies. The sector is gradually undergoing a process of consolidation, fostered by mergers and strategic partnerships, such as the agreement between Sicuritalia and Coopservice in cash transportation.

In terms of pricing, the market has shown a variable ...

6.1 Market segmentation

• Sicuritalia
• Mondialpol
• Verisure
• Cosmopol
• B.T.V.
• Civis
• Italpol
• Rangers Battistolli
• Fidelitas
• Security Service