CYBER CONTRACEPTIVES FOR DIGITAL INDIA
Some focus on SMBs, some target the enterprise, and some court consumers; An increasingly vulnerable Digital India provides ample growth opportunities for all anti-virus vendors
Antivirus Market and the needs of endpoint security are growing in Indian Market. From past few years, when our counties penetration towards digital. The way we are digitalizing ourselves, we are also inviting different treats in our cyber space. In 2015, India was the 11th in ransomware attack and in 2016, we were ranked 6th. India is also the second largest in malware. Increased numbers of internet users by 26% of the total population in India and the 243 million of smartphone users that has drastically boomed the Antivirus and endpoint security market. In India, the size of Antivirus market is around approx 1000-1200 cr. Also the latest trends are happening today has increased the need of endpoint market. As per Gartner, 6 trends of 2017 including Cloud, Application security, Data security, Mobile and Network Gateway security which causes the boom and shift towards the Endpoint market.
Major endpoint security companies are preparing themselves according to these threats and trends. Antivirus vendor honchos expending their product portfolio with the latest technology keeping the trends and threats in mind and focusing to expand their channel, seeking newer verticals where they are seeing the possible growth to lead in the endpoint market.
Quick Heal Technologies Ltd. (Formerly Known as Quick Heal Technologies Pvt. Ltd.) is a well known IT security Solutions Company. Quick Heal product is designed to streamline IT security management across the length and depth of devices and on multiple platforms. They are customized to suit consumers, small businesses, Government establishments and corporate houses.
Being a consumer oriented company; Quick Heal has 6 million active endpoint in the country out of 25-30 million active endpoint overall. Talking about their product portfolio; Quick Heal has their footprints in Consumer, Enterprise segment and end point security segment. In their enterprise segment, Quick Heal has Seqrite as a brand which is a one-stop solution for all enterprise security needs. With the UTM appliance as your first line of defense, your network is secure and employees can focus solely on productivity and business impact. On the other side of their consumer segment in mobile security, Quick Heal has 2 products. One is Total Mobile Security and Quick Heal Securance.
Vijay Mhaskar, Chief Operating Officer, Quick Heal said, “We are the 30% market share holder in terms of antivirus segment. We are market leaders in consumer and direct in lower level of SMB’s.”
Talking about their GTM strategy, Quick Heal is all channel driven company. 99% of their business comes from their channel ecosystem. Quick Heal has separate teams for both enterprise and consumer segment for their all product portfolio. Quick Heal has local distributor for every location having 36 branches on local and regional level.
“As our entire business comes from Channel ecosystem, our 80% business comes from retail and 20% from enterprise and government. we have 20000+ partners in consumer business programme. We have 1000+ partners who look after the enterprise, Government and education sector and we have 1000+ partners in mobile and endpoint security. So we focus more on our large partner ecosystems”, Vijay added.
Looking forward to their future roadmap, Quick Heal has a target of 30-40% growth rate for next 12-18 months. Company has lots of planning in terms of their training programmes, tech support and their marketing strategy. Focusing on the their versatility, Quick Heal will continuously add new features in their product line up and array according to the needs and requirements of the customer and market.
Talking about Quick Heal’s expansion plan, company is focusing to expand their partner portfolio in South region. Company is majorly targeting to join more partners in Tier 2 and Tier 3 cities.
eScan is an internet security solution that provides virus protection to businesses and home SOHO users. Users can Download free anti-virus for best antivirus security. In their product portfolio arrives eScan and MailScan that encompass Anti-Virus, Anti-Spyware, Content Security, AntiSpam and Network Intrusion Prevention solutions. They are incorporated in the USA with offices based worldwide.
e-Scan clientele includes Government and Defense Organizations, companies in Telecom, IT & ITeS, Infrastructure, Finance and Educational Institutions worldwide. Many banking and financial institutions across the world, use their software to protect critical and sensitive data. Their products are also being used in several Schools, Universities, Hospital Networks, and Health Care Providers, globally. eScan is also sold worldwide through Large Format Retailers.
If one arrives on the subject of the size of the antivirus market according to e-Scan, India becomes a 1000-1200 crore plus market for antivirus segment which includes the SOHO, SMB and enterprise segments and is growing at CAGR
15-17%. The recent drive towards digital India (that includes free wifi zones), Smart City project will open up much larger segment for security products.
e-scan total market share together would be approximately 15%-17% of the total security market pie with a larger revenue share among SOHO and SMB users. With their recent strategic plans to strengthen the enterprise teams with sales and support staff across pan India, e-scan aims to reach equal revenue from both the enterprise and SOHO/SMB segments.
From the perspective of Security for Enterprise and Consumer remains largely differentiated in the form of attacks. Whereas, enterprises are vulnerable to APT and DDoS (Distributed Denial of Service ) attacks for financial gains by the fraternity of cyber criminals, individuals remain a smaller segment.
Consumers as individuals even to this day lack the basic awareness of protecting, privacy, data and do not follow best practices of security while doing financial transactions on e-commerce or banking sites. Whereas, Enterprises though have IT security policies, it needs to be updated and implemented strongly as one of the key pillars of business continuity.
Anil Gupta, AVP, India sales, eScan said, “As a pure play security solution provider we have products and solutions for all verticals, however with the market trends our major focus remain in BFSI, IT/ITES, Education, Government, Education, Healthcare and Telecom segments. Our current deployment base with fortune 100 companies put us among the preferred vendor category among the enterprise segments looking for a robust security solution that is scalable, customizable and has a strong technical and pre sales support”.
Talking about their channel strategy Anil Gupta says, “We have various partnership models across channel segments that addresses to the end user or SOHO / SMB channel segment we have more than 5000+ active channel partners across Pan India. We work closely with some of the key players among the SI segments from large scale deployments across India apart from strong tie ups with regional SI partners for local markets in India.”
Claiming to be the market leader in the cyber security space in India, GTM strategies for Norton doesn’t change it remain the same. Norton’s main strategy is to go out and protect everyone in India and the digital lives. Norton’s focus is on the entire information Security. According to the company, the pain-point is the consumers don’t understand the need of security.
According to Norton, they do surveys every year. For the last two years, Norton has noticed the trend that consumer behavior is changing. The devices that they use have changed. Company did this mobile survey for India across 14+ cities, both tier one, tier two kind of cities, age group was 16 years and above. What comes out of it from the survey is that the access internet usage more through the mobile phones than versus the traditional PCs. The most important piece there was that they were willing to share information or willing to give permission to apps without paying too much attention into it. So, 36% of people responded by saying that they do not understand or they do not even take any care while giving permissions to apps. So, 40% of them gave access of their browsers, bookmark history, and their camera to apps.
Norton is not just offering security like an antivirus or an internet security but the vision what they are looking at ‘Security for everyone, security everywhere’. Talking about their product portfolio, Norton has 3 latest products. One is Norton security, second is WIFi Privacy and Norton Online Family.
Ritesh Chopra, Country Manager, India, Norton by Symantec states, “We are the oldest antivirus company or a security company in the world. Our vision is security for everyone, security everywhere. We don’t want to offer security like an antivirus or an internet security or a 360 which is a tiered product. We are looking everybody should have the latest and the greatest. Norton Security works across devices. It works across operating systems.”
Operating in 200 countries and territories and having 37 offices in 32 countries, Kaspersky Lab’s entry in the Indian market took place with the B2C Products. Kaspersky have seen a double digit YoY growth in the Consumer business. While the consumer business was becoming stronger, the company started focussing on the SMB segment and with the help of their dedicated team of partners. While their Consumer and SMB business grows, Kaspersky have increased focus on the Enterprise business by not only promoting endpoint solutions but also focusing on non-endpoint offerings.
If their product portfolio are anything to go by, Kaspersky from its end has come up with different versions of products depending upon the need of the market, need of the customer and domain etc. In the consumer segment, the company has Kaspesky Antivirus which is their entry level product, second is Kaspersky Internet Security and the third is Kaspersky Total Security. Their products are available in the market as per the need of the customer and requirement. One other product in consumer portfolio is Kespersky Android Security.
On the other side of the enterprise segment, Kaspersky have to their credit solutions which work for SME’s as well as large enterprise in which they have entry level products, core and advance products again depending on the need and requirement of the customer.
Talking about the major trends for 2017, Kespersky believes that the fast paced growth of Indian IT industry is accredited to a host of factors including growing users of technology in tier 3 & tier 4 cities, rising disposable income and more importantly the various government initiatives. Kespersky anticipate the various trends Digital India and e-Governance, e-Commerce, Smart Cities and Cyber Security.
Kaspersky have a strong GTM strategy as they have distributorship for B2C in VR Infotech, and for B2B market they have Comguard Infosol, SeaInfonet and eCaps. Under the same company have their platinum partner then gold and silver partners. Kaspersky this way around follow the decent hierarchy of GTM strategy.
Altaf Halde, Managing Director (South Asia) Kaspersky Lab, India shared “In the enterprise business we have introduced new products and services catering to specific verticals. We have received very good response on our new enterprise offerings. We plan to stick to our present marketing strategy as we have seen good results”.
“In the consumer segment we have a very good consumer base and they have been very loyal to the brand. Our present channel marketing strategy has also been very fruitful and we have got a very good feedback from the channel. We’ll continue doing channel incentive schemes, sales & technical trainings to strengthen our channel” he added.
According to Kespersky, company is not focusing on any particular vertical but foresee big opportunity in the BFSI & ITES vertical.
With Indian government’s focus on Digital India initiatives, McAfee aims to secure Indians during this time when security has gained center stage in India. Government, Large enterprises, Businesses and consumers have started realizing the imminent cyberthreats present in their data infrastructure. They are taking a pro-active step towards ensuring the safety of their data.
The upcoming GST implementation is also going to present various security risks as a result of the aggregation of data from multiple sources. The ‘aggregation’ of data on a single system is supposed to bring in huge risks for Indian CIOs. This further needs strong encryption for protection. McAfee in India has partnered with approx. 49% ET 500 and aims to cover 60% of ET500 companies, with an overall target to increase the customer’s base by 20%.
Anand Ramamoorthy, Managing Director, South Asia, McAfee said, “The focus on IoT and Industrial IoT by companies is leading to new cyberthreats and vulnerabilities. With more than 6.4 billion IoT connected devices, we are committed towards safeguarding consumers and businesses alike in India”.
Taking about the major trends in 2017, McAfee understand that both technology and cybercriminals are in a race to evolve faster than each other. Company believes that this race against cyber criminals can only be won with two things: collaboration and talent. McAfee believes that collaboration and integration is more important than ever to create a strong security posture.
At the core, McAfee mission is to enable security devices to share intelligence and orchestrate security operations in real time. To enable such industry leading collaboration, McAfee’s OpenDXL leverages the McAfee Data Exchange Layer (DXL), which many vendors and enterprises already utilize, and delivers a simple, open path for integrating security technologies regardless of vendor. OpenDXL enables unprecedented collaboration in an open, real-time system.
Taking about McAfee’s focusing verticals; McAfee is well positioned to be #1 security player to serve the Indian market as per the company. Company has a
strong presence across key verticals like Telecom, BFSI, IT & ITES, and Government with 1500+ partners. Globally, McAfee safeguards over 220 million users while aiming to actively protect over 1 billion of the world’s connected population.
Owing to India being the hotbed for growth, it’s one of McAfee’s fastest growing markets. “We have been growing in the double digits over the last several years and we expect to continue that trajectory across public and private sector, India is easily one of our top markets. As a testament of this growth, McAfee in India has partnered with approx. 49% ET 500 & aim to cover 60% of ET500 companies, with an overall target to increase the customer’s base by 20%” he added.
Additionally, building on established ongoing relationships with leading global smartphone manufacturers like LG and Samsung, McAfee now safeguards one of the leading consumer electronics company Micromax - 10th largest mobile brand in the world. With this marquee partnership, company has successfully expanded their mobile security footprint in India.
Sophos, a security software and hardware company is focused on providing security software to the mid market and pragmatic enterprise. Having 650 million dollars of revenue last year, Sophos anti-virus and endpoint security product portfolio, both in the consumer and enterprise category, Sophos are primarily focused on underserved mid-market enterprises and SMBs, Sophos brought HOME to extend offering for home users or consumers. Sophos has provided free tools to home users for a number of years, and the latest offering Sophos Home is a new tool designed specifically for today’s home. One can protect both Macs and PCs from one remote console.
For enterprise offerings, Sophos provides Sophos next-generation endpoint protection. Going beyond legacy AV and signature-based endpoint security, Sophos Next-Gen Endpoint brings an evolved capability to help businesses that want to replace traditional or legacy AV with easy-to-manage yet advanced endpoint protection.
Focusing on Sophos GTM and Channel Strategies, Sunil Sharma, VP, Sale, India and SAARC, Sophos informs, “All free security tools for consumers and home editions of our software are available for direct download from our website. We are committed to provide simple, reliable security solutions to the mid-market and the channel that serves them”.
“Sophos is the most channels or partner-focused IT Security Company in the world. We employ a simple and effective 100% “Channel First” sales strategy that allows us to efficiently scale our customer base. Sophos offers a broad and powerful portfolio of network and endpoint security products allowing partners to deliver a “complete security” and a “synchronized security” solution to their customers,” he informed.
Sunil Sharma talking about the future roadmaps, Sophos has comprehensive security portfolios in the industry, spanning Endpoint, mobile, server, encryption, UTM, next-generation firewall, email security, web security, and secure Wi-Fi. Sophos are outgrowing the market, executing well and gaining share in the market also and this way around they feel confident that Sophos will continue to do so. As per the company, Sophos are the only security vendor that’s a leader in UTM, endpoint and encryption security.
Sophos has 82 people strong sales and presales team working closely with their 2000+ channel partners in India. Company has classified their partners in 3 segments which is Platinum, Gold and Silver.
“We also have our own in-house R&D backbone, which is SophosLabs, and the infrastructure is state of the art threat research with a team of veteran researchers. We maintain constant vigilance against evolving cyber-attacks and successfully thwart hundreds of thousands of attempts every day. We are succeeding at being a leading provider of both end user security and network security. And we’re now leading a new wave of security innovation that we call synchronized security, and we have a strong roadmap afoot around this,” Sunil Sharma added.
With a worldwide network of 500 million machines, Bitdefender claims that they have the largest security delivery infrastructure on the globe. Performing 11 billion security queries per day, Bitdefender detects, anticipates and takes action even the newest dangers anywhere in the world in as little as 3 seconds.
Working in 150 countries, Bitdefender is targeting 5% market share in next 3 years in Indian market. Company is focusing in Enterprise level security and recently launched Security in virtualization which no other competitions don’t have this moment.
Talking more on Bitdefender’s verticals, Zakir Hussain Rangwala, Director, Sales and Marketing at BD Software shared, “We have not taken a very focus approach on any vertical. Last one year of our operation, we have been good in the education and the government sector. We are also very good in private and corporate sector. For this year of approach, it will take another 6-8 months to know in which vertical we need to focus”.
Bitdefender have 30% share in enterprise and 70% in consumer business but from post GST, Bitdefender is focusing to achieve 50%- 50% business shares by the end of this FY.
Taking about the channel strategies, Company have already set up few partners in Mumbai, East and South region. “At this moment, we are a 100% channel oriented company. We have around 100 partners in consumer and 40 partners in enterprise model. From this July onwards we will be focusing on city wise distribution or regional distribution model. Right now we have link telecom one of our major partners for our consumer products in India and in enterprise segment, we have Technobind which is helping us in the business license market”, he added.
As Bitdefender is growing, company is focusing in which vertical to target more. Talking about the focus for next 12-18 months, Bitdefender is focusing on educating their partners in which Company has certain schemes for enterprise and SMB partners and get the people trained. Right now Bitdefender covering 15-20% of India, so by end of this year company is focusing to expand presence in other cities and expend the channel portfolio.
F-Secure Corporation has 20 country offices and a presence in more than 100 countries. According to F- secure the Indian security software market is estimated to be around INR 1k Cr and is expected to grow at a CAGR of 10%. Frequent use of internet enabled systems and handheld devices are primarily driving the antivirus market growth in India. F secure foresees a bullish growth in this market because of the ever increasing sales of handheld computing devices, IoT etc.
In India, much of this growth is driven by increased internet usage - be it personal or professional; education, entertainment, and work. With the constant onslaught of cybercrimes and criminals, the antivirus market and spending towards it has burgeoned. It is probably witnessing the fastest growth in India.
Talking about their market strategy, they have big plans for the Indian market. F-Secure is looking to grow aggressively in the country by focusing on the corporate and SMB market. India is a rapidly growing market with so many activities happening lately, with the government’s Digital India initiatives shaping up and with the expansion of SMBs and startups. All these segments require strong security solutions and consultations – these are the core area of focus.
Amit Nath (Head of Asia Pacific (Corporate Business) India & SAARC – F-Secure said, “We are expanding into the Content Cloud space by providing a compelling range of solutions that are tailored to the needs of the Operator Community and this goes beyond Internet security. We believe in combining the best technical capabilities and consultation prowess to act as a real differentiator to its contenders. That’s our unique selling proposition”.
Given the nature of security attacks today, any security solution should be holistic and not limited to silos. With IoT, connectivity is everywhere today - from your washing machine to TV and also your camera to fitness device anything can get hacked and are being hacked. Thus, security providers have to be up and ready for anything and build intelligent real time security practices in their offerings.
“We provide tools for scanning and are building tools into the network as well. Going forward, we will be using sensors in our offerings. We will be launching new products in B2B segment where we see huge growth in India and a greater interest by consumers to pay for their products. B2B players are the ones that want to pay for quality security products” he added.
F Secure has also ventured into services - F-Secure Cyber Security Services. At F-Secure Cyber Security Services, They work with their client on several levels to enhance security overall in the business and provide expert advice and ace testing and professional security services.
VIJAY MHASKAR, Chief Operating Officer, Quick Heal
ANIL GUPTA, AVP, India sales, eScan
RITESH CHOPRA, Country Manager, India, Norton by Symantec
ALTAF HALDE, Managing Director (South Asia) Kaspersky Lab, India
ANAND RAMAMOORTHY, Managing Director, South Asia, McAfee
AMIT NATH Head of Asia Pacific (Corporate Business) India & SAARC F-Secure
SUNIL SHARMA, VP, Sale, India and SAARC, Sophos
ZAKIR HUSSAIN RANGWALA, Director, Sales and Marketing, BD Software