(Reuters) - ADT Corp Chief Executive Officer Naren Gursahaney expects the home security company to increase its subscriber base in North America this fiscal year, excluding acquisitions, for the first time since it was spun off from Tyco International Plc more than two years ago.
"We have been in a net customer loss position through last year," Gursahaney
in an interview.
"We are closing that gap, and we expect this year to be able to turn the tide there."
outlined other steps he
will take to protect ADT's
25 percent share of the professionally monitored home security market, including launching a new television and digital advertising campaign on Monday.
is under pressure from telecommunication companies such as AT&T Inc
seeking to make inroads into home security and do-it-yourself products that allow homeowners to install their own monitoring.
"Itâ€™s not just defend, but defend and grow," Gursahaney
"Iâ€™m not happy with only 25 percent market share."
has plenty of skeptics.
About 23 percent of its shares outstanding are held as short positions, according to Thomson Reuters
data, meaning a huge number of shareholders are betting the stock will fall as ADT loses ground to internet-enabled rivals.
The skepticism seems to reflect "more of the cloud of what could happen," Gursahaney
"The only way we address the shorts is by continuing to execute every single day, every month, every quarter," he
"We never had to do that in the past because we were the clear leader and the most well-known brand," Gursahaney