Alarm King Inc., Riverside, Calif., was founded eight years ago by Jim Roche, chief executive officer. An ADT dealer and installer, the company derives most of its sales from selling alarms. Yet, through a new manufacturing venture, Alarm King is expanding its security business.

In July, the company began manufacturing and selling digital video recorders (DVRs) in addition to its other services. So far, the company has signed on 43 dealers to sell the company’s DVRs nationwide. Alarm King’s goal is to have five or six dealers in every state.

The company also offers sales and technical training for its dealers. As a marketing strategy for its CCTV dealers, Alarm King offers dealers the opportunity to give complete systems to the end user, including installation, for $3 to $9 per day for the service contract.

Alarm King assists in the financing, and each customer is offered a free unit and installation for a five-year service contract with 24-hour response, free parts, service and labor. The company, which has installed more than 35,000 security alarm and CCTV surveillance systems, has five offices in California.

The Automatic Fire Alarm Association (AFAA) Inc. has moved to a new office at 1349 S. International Pkwy., Suite 2411, Lake Mary, Fla. 32746; telephone (407) 833-9133; fax (407) 833-9131. The post office box (P.O. Box 951807) will remain the same. The new office has a conference/training room that will allow in-house seminars for up to 18 people. The e-mail is and the Web site is

Panasonic Security Systems, Secaucus, N.J., has appointed Keith Ridings to national sales manager. Formerly eastern zone sales manager, Ridings will manage the support activities of the company’s hybrid sales force, which combines district sales managers and independent manufacturers’ sales representatives to work together on a national scale.