November 14, 2002

Marketing Security? An Introduction

I think security should be a core component of marketing, engineering, and training strategy for every tech vendor that sells infrastructure components and mission critical apps. Here's why.

1. Customers Are Becoming More Discerning:
Large customers are learning about the risks certain products and technologies represent to high value information - wireless LANs and web services are two current targets. Sales teams are likely to encounter questions concerning: security quality assurance, developer and customer security education, vulnerability response, and government regulations like HIPAA, Gramm-Leach-Bliley, EU Privacy Act and The Patriot Act.

2. Security Patches Are Expensive:
Large software vendors spend roughly $100,000 to produce a security patch for each platform a product supports – often driving costs to over a million dollars per vulnerability. The burden on customers is even greater as IT personnel work overtime to protect themselves from new vulnerabilities.

3. Leading Vendors Are Building Secure Reputations Haphazardly:
Microsoft, Oracle, IBM, Sun, and Cisco all use security as a message in their marketing efforts. These leaders and many others all address components of a customer’s desire to manage risk, but few profit from these efforts due to a focus on functionality and not the multi-faceted and interwoven tasks of managing risk.

Note: I intend on going into detail on each of these three points up in separate postings over the next couple of weeks. Stay tuned.

Posted by Abner on November 14, 2002 07:02 PM | TrackBack
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