Company: ALAR
Filing Date: 2025-03-20
Form Type: 20-F
Source: 0001213900-25-025287
Chunk: 70

Company: Alarum Technologies Ltd.
Filing Date: 2025-03-20
Form: 20-F
Item: Item 5
Chunk 70
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 or 26%, compared to $3.6
million for the year ended December 31, 2023. The research and development costs of the web data collection segment increased from $2.8
million in 2023 to $4.3 million in 2024 mainly due to higher headcount and payroll costs. The increase was offset by the stoppage of the
development costs in the consumer internet access segment which resulted in a $0.7 million decrease from $0.8 million in 2023 to $0.1
million in 2024.

Sales and Marketing Expenses

The following table summarizes
our sales and marketing costs for the periods presented. The period-to-period comparison of results is not necessarily indicative of results
for future periods.

                                                                           Year ended            
                                                                         December 31,            
  U. S. dollars in millions                                                      2024            
 ─────────────────────────────────────────────────────────────────────────────────────────────────
  Payroll, related expenses and share-based payment                               4.8       4.0  
  Media costs                                                                       -       1.5  
  Payment processing fees                                                         0.6       0.5  
  Marketing                                                                       1.1       0.7  
  Amortization and impairment of intangible assets and depreciation               0.1       2.8  
  Professional fees and other                                                     0.4       0.5  
  Total Selling and marketing expenses                                            7.0      10.0  

Our sales and marketing expenses
totaled $7.0 million for the year ended December 31, 2024, a decrease of $3.0 million, or 30%, compared to $10.0 million for the year
ended December 31, 2023. The sales and marketing costs of the consumer segment decreased by $2.1 million from $2.1 million in 2023 to
close to $0 million due to the 2023 scale down in this business’ operations including a decrease of $2.2 million recognized in 2023
as a result of customer relations impairment related to this segment. The decrease was offset by an increase of $1.4 million in the web
data collection segment (26%) to $6.7 million, as a result of the increase in revenues which required higher sales and marketing resources
and increased incentive payments.

General and Administrative Expenses

The following table summarizes
our general and administrative costs for the periods presented.