What Sage Alerting Systems does

Sage Alerting Systems, Inc. is a privately held, founder-owned company headquartered in Rye Brook, New York, founded in 1991 by Gerald M. LeBow. The company designs, manufactures, and supports the Sage Digital ENDEC (Model 3644), a CAP-compliant Emergency Alert System (EAS) device that integrates directly with FEMA's Integrated Public Alert and Warning System (IPAWS) for CAP alert reception and validation via digital certificates. The ENDEC is certified for FCC Parts 11 and 15, passed FEMA's CAP 1.2 Conformity Assessment in 2011, and supports US FCC and Canadian CAP-CP (Common Look and Feel 2.0) profiles. The product architecture is network-centric, supporting logging via email and network printers, NTP time synchronization, multi-language text-to-speech (English, French, Spanish), and integrations with HD Radio exporters, character generators, LED signs, and broadcast automation systems.

Sage sells exclusively through a network of authorized distributors — Broadcast Supply Worldwide, Broadcasters General Store, Giesler Broadcasting Supply, and S.C.M.S. Inc. in the United States, and Trispec Communications in Canada — and does not sell directly to end customers. Revenue is generated through one-time firmware license fees (e.g., Rev96 at a $159 list price), PC configuration software, and ongoing technical support services. End customers are radio broadcasters (analog and HD), cable operators, and state and local emergency operations centers / public safety agencies that must comply with FCC EAS rules. As of December 3, 2024, Sage ceased manufacturing the Model 3644 hardware due to parts unavailability, but continues to provide firmware updates, technical support, and warranty repairs for units in the field, with no immediate replacement product announced. The company is led by President Harold E. Price, who has been active in EAS development since the FCC's 1994 trials and is a founding member of the EAS-CAP Industry Group.

Name

Sage Alerting Systems

Legal name

Sage Alerting Systems, Inc.

Website

https://sagealertingsystems.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

1–10 employees

Short description

Sage Alerting Systems designs, manufactures, and supports the Digital ENDEC, a CAP-compliant Emergency Alert System device for US and Canadian radio broadcasters, cable operators, and public safety agencies, selling exclusively through authorized distributors.

Ownership category

akta.pro rank

Headquarters

HQ city

Rye

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Supply Chain, Marketing or Sales

Revenue model

1. Firmware/Software Updates: Sage generates revenue through paid firmware updates for the Digital ENDEC. Rev96 update is priced at $159 for eligible units. Free updates are provided for units with specific serial numbers purchased after certain dates.
2. ENDECSetD Configuration Software: PC configuration software for ENDEC settings management, provided with firmware purchases
3. Support Services: Technical support provided via email and phone, with warranty repairs continuing for ENDECs in the field

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Sage Alerting Systems designs, manufactures (until December 2024), and supports the Digital ENDEC (Model 3644), a CAP-compliant Emergency Alert System encoder/decoder used by radio broadcasters, cable operators, and public safety agencies to receive, validate, and relay FEMA IPAWS alerts. The company sells the hardware device, ongoing firmware updates (Rev95, Rev96, Rev96-1), companion PC configuration software (ENDECSetD), and peripheral accessories, distributed exclusively through authorized US and Canadian broadcast equipment distributors.

Product overview

Sage Alerting Systems offers a focused product portfolio centered on the Sage Digital ENDEC (model 3644), a CAP-compliant Emergency Alert System device for broadcasters, cable operators, and public safety agencies. The company also provides associated PC configuration software (ENDECSetD/ENDECSet), peripheral hardware (Multi-Station Relay Panel RP-2, RC-1 Remote Control, EAS-AES Converter/Switch), and ongoing firmware releases. The Model 3644 hardware was discontinued December 2024 but repair services continue. Software includes multiple firmware versions (Rev95, Rev96, Rev96-1, Rev96-1-P1) with varying feature sets and FCC compliance requirements, and companion PC programs for settings configuration.

Differentiator

Problem solved

Functional benefit

Products and services

• Sage Digital ENDEC (Model 3644) CAP-compliant digital Emergency Alert System encoder/decoder hardware device for radio broadcasters, cable operators, and public safety agencies. Supports FCC Part 11 EAS compliance, FEMA IPAWS Profile 1.0 integration, network-centric logging via email and printers, NTP time synchronization, and text-to-speech for English, French, and Spanish.
• Rev96 Firmware Update for ENDEC Model 3644 Major paid firmware release for the Sage Digital ENDEC Model 3644, mandated by FCC rules and required for continued CAP alert reception after April 2024.
• Rev96-1 Firmware Update for ENDEC Model 3644 Optional firmware feature release for ENDEC Model 3644 adding the new MEP event code, additional automation integrations, and certificate refresh.
• ENDECSetD (PC Configuration Software)

Quantifiable outcome

• Automated conformance reporting reduces time needed to acquire and review log data
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature11 records

Partnerships

Three partnerships are on record, tiered core and minor.

• EAS-CAP Industry Group (ECIG)coreStrategic or Co-development PartnerSage Alerting Systems is a founding member of the EAS-CAP Industry Group, which developed the CAP EAS Implementation Guide for effective use of CAP and EAS. This guide is included by the FCC in its Fifth Report and Order updating EAS rules in Part 11.
• FEMA IPAWScoreTechnology or IntegrationSage ENDEC integrates directly with FEMA's IPAWS (Integrated Public Alert and Warning System) server for CAP alert reception and validation. Sage participates in FEMA's National Advisory Council IPAWS Subcommittee.
• FCC CSRICminorStrategic or Co-development PartnerSage has participated in FCC's Communications Security, Reliability, and Interoperability Councils (CSRIC), contributing to recommendations for the new EAS Operating Handbook.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Monroe Electronics: Long-standing EAS equipment manufacturer (One-Net/DASDEC predecessor line) serving the same radio, cable, and public safety EAS market. Directly comparable in regulatory certifications, product positioning, and target customers.
• Digital Alert Systems: Direct competitor in CAP-compliant EAS encoder/decoder devices for broadcasters, cable operators, and public safety. The DASDEC is the most prominent alternative to Sage's ENDEC, sharing the same FEMA IPAWS certification pathway and customer base.
• WorldCast Systems: Provides emergency alerting and broadcast content delivery solutions including EAS/CAP-compatible equipment. Comparable as a CAP-compliant EAS device provider competing for broadcaster and public safety customers, with broader international reach.
• TFT Inc: Manufacturer of EAS equipment and NOAA weather alert receivers serving radio and TV broadcasters and emergency management agencies. Direct overlap with Sage's ENDEC product category and customer segments.
• Broadcast Tools: Broadcast equipment manufacturer whose MSRP-3 is directly integrated with Sage ENDEC (Rev96-1 adds TCP/IP control). Comparable as an adjacent specialty broadcast hardware provider serving the same radio/cable engineering buyers.

Others

• ENCO Systems: Provider of broadcast automation and playout systems (DAD, EnCaption) used by radio and TV stations. Adjacent to Sage because its automation platforms integrate with EAS devices and serve the same broadcaster customers, though it does not manufacture EAS encoders.
• Wheatstone Corporation: Major broadcast audio equipment manufacturer (consoles, audio networking, processing) serving radio stations. Comparable buyer overlap with Sage (radio broadcast engineering) but a different product category (studio audio vs. EAS).
• Comrex: Manufacturer of broadcast audio codecs and remote contribution equipment used by radio and TV stations. Operates in the same broadcast engineering buyer ecosystem as Sage, though focused on audio transport rather than EAS.

Broad incumbents

• Telos Alliance: Large broadcast equipment platform (Telos, Omnia, Axia, Linear Acoustic) serving radio/TV broadcasters. Comparable customer base (broadcast engineering) but broader portfolio; EAS is not its core focus, positioning it as a potential acquirer rather than direct daily competitor.

Emerging players

• Barix: Provider of IP audio and EAS-over-IP devices for broadcasters, with overlap in CAP alert transport and integration with broadcast infrastructure. Comparable as an emerging IP-native alternative to legacy EAS devices in Sage's market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sage-alerting-systems-inc.

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sage Alerting Systems