Business
Business Spotlight: Expert Security Solutions
A local company re-brands with their customers in mind! Expert Security Solutions, formally Phone Experts Security, is evolving and it’s about a lot more than just a new look!
“Having determined what we didn’t want to look like and listening to our customers feedback, we decided to make some bold changes that set us apart from all our competitors and give us some key differentiators.” – Brad Dufresne
We recently sat down with Expert Security Solutions’ owner Brad Dufresne and spoke about the company’s renewed focus on security solutions and how it all began.
Q: When did The Phone Experts first begin to focus on security solutions and what was the catalyst for that?
A: The Phone Experts Security was born in 1995 out of a need that we saw for a local, reputable company to provide security systems for small and medium commercial businesses. At the time we were doing a lot of network cabling for computer and telephone systems and we were often asked if we could wire for security, so it seemed like a great fit for our business.
Q: Did you always plan on offering residential security solutions as well or did that come later?
A: While we never ruled out the prospect of providing residential security it wasn’t our focus; but we would regularly receive requests for security quotes from the consumer market, so we eventually started to sell and install in that segment as well. Back then our greatest obstacle to being competitive in the residential market was our ability to finance the customers over 3-year terms. Providers like ADT and VOX were able to do this, but we lacked the capital. The only way we could compete was to provide the hardware and installation at or below our cost and rely on revenue from monitoring to attain profitability.
Q: Tell us more about Expert Security Solutions- why the re-brand and why now?
A: The re-brand gives us the opportunity to tell customers we aren’t just a phone company that sells security, and it allows us to retool and redefine who we are as a security provider. We got to take a hard look at the industry and make decisions about what we didn’t like about the industry and offer customers a better product and service than what’s typically offered in both the consumer and commercial markets.
Q: How will you be offering better products and service- what does that mean to you?
A: The products and services we offer are tailored to what our customer needs are and ensuring they are protected. We are a security company that provides security products that go beyond what the average alarm company will provide at a price point that is fair to both the customer and the company. The installation will be completed by professional well-trained technicians who will exceed the customers expectations. We are constantly evaluating products to ensure that we are current and relevant with respect to changing technologies and we are constantly evaluating our customer service – we want to provide exceptional customer experiences.
Q: Tell us more about what went into re-imagining Expert Security Solutions; what did you discover about your business and your customers?
A: We started by asking ourselves questions like; Why we are in business, How do we differ from our competitors, What level of service do we provide, What image we want to convey and Who our customers are and Who we want our customers to be?
The answers we came up with provided us with a clear sense of what we want to be.
Then we created a value statement. This was created by our security team, specifically for the security division;
“We are a local company that cares about protecting what you value most, through innovative and personalized security solutions, while providing an exceptional customer experience.”
We want to create loyal clients that refer others and exceed our customers expectations while providing quality customized security.
Q: You certainly did your research! So where does all this bring Expert Security Solutions? What’s the way forward?
A: Having determined what we didn’t want to look like and listening to our customers feedback, we decided to make some bold changes that set us apart from all our competitors and give us some key differentiators.
The three pillars to our change and future success are the following:
No Contracts for Monitoring
We believe this is our key differentiator and the one that holds us the most accountable to our customers. When customers sign a long-term contract for the installation and monitoring of their security it puts them a terrible bargaining position when it comes to ongoing maintenance and even for the quality of the initial installation. By having no contract for the monitoring, it gives the customer the freedom to leave us if we aren’t providing the services they anticipated. While this a huge risk to us, I love the potential implications because it makes us constantly review our products and services to ensure that we truly are providing the best products and services at a competitive price.
Customer Loyalty Program
We review our customer accounts regularly to ensure they have opportunities to upgrade to current equipment and new technology. We have incentives for new and current customers.
Ongoing Support
Our dispatch is local and our technicians are local too. This allows us to offer services like troubleshooting and service work faster than a company that isn’t local. Our technicians can be reached 24 hours a day for technical issues or concerns.
Q: Any final thoughts on the future?
A: I believe that our vision for Expert Security Solutions as a “customer first, continuous improvement, learning organization”, will set us apart from the competition. But our success will hinge on our ability to get word of mouth advertising out to the market, so people will want to buy from us and seek out our services when required.
Check out these other great products and services from The Phone Experts/Expert Security Solutions:
Expert IT Solutions– From cloud managed antivirus to our full suite of remote and onsite support options, Expert IT Solutions keeps your business concentrated on business not your IT infrastructure. We keep your data secure by using our online back up services, available to all business service clients, and offer multiple combinations of services to fit your business needs.
Consumer Solutions – Phone Experts Consumer Solutions, provides wireless and internet services across Alberta, this includes Optik TV solutions, and rural services. Offering the latest cellphones, smartphones, prepaid devices and tablets!
Business Solutions – Go where your business takes you! Enable business growth and success with the right solutions and services from Phone Experts Business Solutions, backed by network reliability and industry expertise. We keep your business connected on the go.
The Phone Experts/Expert Security Solutions
ADDRESS:
4724 – 60th St, Red Deer, AB T4N 7C7
PHONE:
403-343-1122
EMAIL:
[email protected]
MxM News
Quick Hit:
In a bombshell revelation at a White House cabinet meeting, Elon Musk announced that the Department of Government Efficiency (DOGE) had uncovered over $330 million in Small Business Administration (SBA) loans issued to children under the age of 11.
Key Details:
- Elon Musk stated that DOGE found $330 million in SBA loans given to individuals under the age of 11.
- The youngest recipient was reportedly just nine months old, receiving a $100,000 loan.
- SBA has now paused the direct loan process for individuals under 18 and over 120 years old.
Diving Deeper:
At a cabinet meeting held Monday at the White House, President Donald Trump and Elon Musk detailed a staggering example of federal waste uncovered by the newly-formed Department of Government Efficiency. Speaking directly to ongoing efforts to eliminate corruption and abuse in federal agencies, Musk explained that the SBA had awarded hundreds of millions in loans to children—some of whom were still in diapers.
“A case of fraud was with the Small Business Administration, where they were handing out loans — $330 million worth of loans to people under the age of 11,” Musk said. “I think the youngest, Kelly, was a nine-month year old who got a $100,000 loan. That’s a very precocious baby we’re talking about here.”
DOGE’s findings forced the SBA to abruptly change its loan procedures. In a post on X, the department revealed it would now require applicants to include their date of birth and was halting direct loans to those under 18 and above 120 years old. Musk commented sarcastically: “No more loans to babies or people too old to be alive.”
The discovery was just the latest in a series of contract cancellations and fraud crackdowns led by DOGE. According to Breitbart News, DOGE recently canceled 105 contracts totaling $935 million in potential taxpayer liabilities. The agency’s website currently lists over 6,600 terminated contracts, accounting for $20 billion in savings.
The president praised Musk and DOGE for rooting out government inefficiencies, noting his administration was focused on “cutting” people and programs that were not working or delivering results. “We’re not going to let people collect paychecks or taxpayer funds without doing their jobs,” Trump said.
Also during the cabinet session, USDA Secretary Brooke Rollins revealed her department had eliminated a $300,000 program aimed at teaching “food justice” to transgender and queer farmers in San Francisco. “I’m not even sure what that means,” Rollins said, “but apparently the last administration wanted to put our taxpayer dollars towards that.”
These revelations highlight what many conservatives have long suspected—that during prior administrations, including under President Joe Biden, massive amounts of federal funding were funneled into unserious, ideologically-driven projects and mismanaged government programs. Under the Trump administration’s second term, DOGE appears to be living up to its mission: trimming fat, exposing fraud, and putting American taxpayers first.
MxM News
Quick Hit:
A new study finds Cuba has lost nearly a quarter of its population since 2020, driven by economic collapse and a mass emigration wave unseen outside of war zones. The country’s population now stands at just over 8 million, down from nearly 10 million.
Key Details:
- Independent study estimates Cuba’s population at 8.02 million—down 24% in four years.
- Over 545,000 Cubans left the island in 2024 alone—double the official government figure.
- Demographer warns the crisis mirrors depopulation seen only in wartime, calling it a “systemic collapse.”
Diving Deeper:
Cuba is undergoing a staggering demographic collapse, losing nearly one in four residents over the past four years, according to a new study by economist and demographer Juan Carlos Albizu-Campos. The report estimates that by the end of 2024, Cuba’s population will stand at just over 8 million people—down from nearly 10 million—a 24% drop that Albizu-Campos says is comparable only to what is seen in war-torn nations.
The study, accessed by the Spanish news agency EFE, points to mass emigration as the primary driver. In 2024 alone, 545,011 Cubans are believed to have left the island. That number is more than double what the regime officially acknowledges, as Cuba’s government only counts those heading to the United States, ignoring large flows to destinations like Mexico, Spain, Serbia, and Uruguay.
Albizu-Campos describes the trend as “demographic emptying,” driven by what he calls a “quasi-permanent polycrisis” in Cuba—an interwoven web of political repression, economic freefall, and social decay. For years, Cubans have faced food and medicine shortages, blackout-plagued days, fuel scarcity, soaring inflation, and a broken currency system. The result has been not just migration, but a desperate stampede for the exits.
Yet, the regime continues to minimize the damage. Official figures from the National Office of Statistics and Information (ONEI) put Cuba’s population at just over 10 million in 2023. However, even those numbers acknowledge a shrinking population and the lowest birth rate in decades—confirming the crisis, if not its full scale.
Cuba hasn’t held a census since 2012. The last scheduled one in 2022 has been repeatedly delayed, allegedly due to lack of resources. Experts doubt that any new attempt will be transparent or complete.
Albizu-Campos warns that the government’s refusal to confront the reality of the collapse is obstructing any chance at solutions. More than just a demographic issue, the study describes Cuba’s situation as a “systemic crisis.”
“Havana (Cuba, February 2023)” by Bruno Rijsman licensed under CC BY-SA 2.0 DEED.
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