Amazon is to splash $1 billion to acquire smart home
security company Ring – a company made famous for its video doorbell series. The movecomes hot on the heels of Amazon's acquisition of Blink, another company with a video doorbell in its range, for $90 million back in January.\nHaving Ring in-house should have a big impact on Amazon’s Key platform – the service that combines a smart security camera and a smart lock for keyless entry, guest access and, most crucially for the e-retail giant, in-home deliveries.\nWhen I spoke to Ring founder and CEO Jamie Siminoff in late 2017, for a profile on my \nsmart home website The Ambient\n, he responded to a question about the effectiveness of Amazon Key:\n \n \n“Amazon is both an investor in Ring as well as a strong partner, so we have a lot of respect there but, in this instance with what they’ve done, I was never a fan of how this was put together. I don’t believe the seal around the home should ever be breached by a third-party company. No matter how many cameras you have and how much control you have over it, I just don’t think it’s a good idea.\n“To me it’s backwards because Amazon is usually so thoughtful around scale and when you’re doing like 50 million interactions a day, even if the smallest percentage – like 0.0001% goes wrong – that could be like five deaths a day!”\nSiminoff told me that that the system could be done better and that something similar was on the Ring roadmap. “We have a lot of ideas around how to do it differently,” he explained. “Long term, the way we’re looking at things is a better fit for consumers and for companies themselves.\'\nChances are then, that we’ll get to see that “better fit” play out on a grander scale, with Ring reportedly set to continue as a brand under the Amazon roof. The Seattle giant is said to be planning on allowing Ring to operate independently, with Siminoff staying on as CEO of Ring.\nWith Nest also now in the video doorbell market, with its Hello device, it's certainly a boom time for an emerging tech genre.
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