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Trend Micro’s Push for Enterprise Security

Strengths: Integration, architecture, and end-to-end coverage Weakness: Market visibility

When you think of the leading enterprise security vendors, which companies come to mind? Perhaps it’s the network security crowd like Check Point, Cisco, and Juniper. Maybe it’s the big system vendors like HP and IBM, or it could be traditional security firms like McAfee and Symantec. These are the usual suspects here in North America, but it may be high time to include a company that already has this profile in Asia – Trend Micro. I say this because I attended the Trend Micro analyst event last week and came away quite impressed. I believe Trend Micro is well positioned for the ongoing enterprise security transition as large organizations replace disconnected point tools with an integrated enterprise security architecture. Trend Micro can capitalize on this evolution because it offers: • Integrated solutions. Yes, Trend Micro still sells discrete products but it can also play an integrated solutions card to trump lethargic competitors and one-trick-pony startups. For example, Trend’s Deep Discovery advanced malware detection ties into its web and email gateways, endpoint security software, and central management console. Rather than simply detect malware, this gives Trend the ability to address the threat lifecycle as it can detect, analyze, adapt, and respond to malware. Trend is also intent on combining product features into simple product bundles to ease security deployment and operations. • End-to-end coverage. IT is changing quickly with the adoption of cloud, mobile, and virtual technologies. Trend Micro is addressing these changes in a number of ways. For example, its Deep Security suite can support physical servers, VMs, and cloud-based workloads. To facilitate this, Trend is working closely with VMware and Amazon and plans to engage others. Trend also supports endpoints whether legacy PCs, Macintosh, or mobile devices. • Ubiquitous cloud support. Trend was one of the first vendors to support on premise products with its “Smart Protection Network” cloud. Now, Trend is applying its deep cloud intelligence and infrastructure in multiple areas such as advanced threats, mobile security, and intelligence sharing. Trend also has a healthy mix of MSSP offerings and plans to expand this portfolio moving forward. • Technical feet-on-the-street. Several customers crowed about the help they received from their Trend Technical Account Manager (TAM). Of course, they pay for this help but security professionals claim that their TAMs really pay for themselves by providing threat intelligence and helping them maximize protection. This is especially valuable given the current security skills shortage. • A burgeoning channel presence. Trend trotted out an array of partners including Arrow, CSC, Dell and SAP. Trend hopes that the combination of specialization (i.e. CSC in the Federal space, SAP, etc.), scale, skills, and reach will carry it into more deals with more trusted partners. In spite of this wealth of assets, Trend does have one major problem to overcome here in North America – it’s somewhat invisible in the enterprise market. Even Trend’s partner Dell admitted that many customers think of Trend as an antivirus vendor and nothing more. Trend has to dig into its $1.9 billion cash treasure chest and spend some dough on aggressive sales and marketing. Rather than throw mud at feisty competitors, Trend would be better served by targeting its message to CISOs in the media and at the point-of-sales. Trend should focus these efforts on executive-level positioning about security efficacy, operational efficiency, and present/future business enablement. Given its strong products, a sales and marketing commitment like this should turn into a handsome ROI.

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