The Amazon subsidiary Ring is returning to its original strategy: Following the return of founder Jamie Siminoff in April 2025, Ring intends to share videos from door cameras directly with the police in the USA in future – and is once again relying on a program that was originally suspended.
The most important facts in brief
- Ring founder Jamie Siminoff, back at Ring since April, shapes new company direction
- Internal memo confirms return to safety focus: “Make neighborhoods safer” instead of “Keep people close to what’s important”
- “Request for assistance” program is reactivated: Police receive live feeds and video recordings of doorbells
- Cooperation with Axon planned – police authorities can gain access by agreement
Return to the old ring policy
Gadgets such as the Ring rechargeable video doorbell (Review | € 59.99 *) have made the Amazon subsidiary Ring a big player in the home security sector. The successful company has undergone some changes to its corporate structure this year. In April of this year, Jamie Siminoff, founder of Ring, returned after a two-year absence.
Ring had already become known for its networked doorbells with cameras since its acquisition by Amazon in 2018. Siminoff’s comeback also changed the company’s internal priorities: The previous slogan “Keep people close to what’s important” now gave way to the much more security-oriented “Make neighborhoods safer”.
Ring: Return of the “Request for assistance” program
The resumption of the “Request for assistance” program is particularly controversial. This program is intended to give investigating authorities direct access to Ring recordings again in future – including live feeds. A corresponding function was initially suspended following massive criticism and complaints from consumer and data protection organizations.
The smart security company is apparently planning close cooperation with police equipment supplier Axon – known for its Taser stun guns and hard disk cameras. Users would have to explicitly consent to access, but only on a blanket basis – in practice, it would be almost impossible to carry out individual queries, as speed plays a critical role.
Background: Parcel theft and demand for security
The success of the Ring cameras is not least due to a practical need for security. In the USA, parcel deliveries are often exposed to visible front doors – an ideal breeding ground for thieves. Ring cameras document such thefts and often provide the police with crucial evidence. The handling of data remains particularly sensitive: The blanket consent of all users to police access entails high risks.
Data protection experts criticize that without strong control and transparency, the growing video surveillance could look like privacy. Although the changes are currently planned for the USA, they raise questions for Europe: Data protection laws such as GDPR set strict limits here. It remains to be seen whether Ring will also introduce these functions in the EU – so far there are no official signs of this.
Conclusion
Ring is strategically returning to significantly stronger security upgrades: founder Siminoff is focusing on live access for authorities after his return and is planning partnerships with Axon. This means that US investigators will soon be able to access door camera feeds directly again – users will have to agree in advance, but on a blanket basis. The move has met with resistance from data protectionists and raises questions about privacy. In Europe, it remains unclear whether similar programs will be introduced.
Images: Ring
