Symantec secures leadership
By Sandhya Malhotra
With home and enterprise users maturing in their use of IT, the awareness of security threats has grown, which has increased the demand for anti-virus utilities. It is proved globally that malwares and viruses cause more downtimes than other technology faults.
Anti-virus utilities have undergone a sea-change over the years as new threats emerge every day. Today, an anti-virus package consists of features like anti-spam, anti-phishing, adware controls and much more. A few years ago there were only MNC vendors with anti-virus products, but today there are several Indian companies which are in the fray—and doing well.
Vendors too have been working at making their offerings more affordable. All anti-virus vendors have been focusing on tying up with PC companies, making their anti-virus wares a part of the original equipment. This option allows the PC or SMB server buyers to also purchase the anti-virus ware to be loaded onto the hardware.
Price-performance
There is no doubt that Symantec is perceived as a brand with better products, proven technology and rich features. Similarly, McAfee also has the sound image of being the best in its class. In the enterprise end-point security market, these are the most trusted brands. Even among consumers in tier-1 cities they are regarded as better performing.
However, Quick Heal and Kaspersky are doing well in tier-2 and tier-3 cities, mainly among the SMB customers and home users. Not surprising then that Quick Heal and Kaspersky polled nearly 70 percent votes from tier-2 and tier-3 cities.
That’s also because price is often given preference over performance in these segments. Respondents in smaller cities like Quick Heal and Kaspersky because of the better margins they offer resellers. Also, on subscription renewals, they get more commission than on Norton or McAfee.
Marketing and branding
Symantec enjoys the strongest brand pull among both enterprise and retail users as compared to its arch rival McAfee. With a wider portfolio in the security space and also in the storage management space due to its Veritas acquisition, it enjoys a much stronger tie-in with enterprise customers. Among retail customers, Symantec was polled to have more brand pull thanks to its organized retail strategy and also its aggressive tie-ups with PC vendors to sell subscriptions along with the PCs.
About six months back, Norton counterfeits were rampant in tier-2 cities, affecting several organized retailers in the process. However, the company, through its India packaging, has been able to bring down the level of counterfeits substantially.
McAfee too has a good brand connect in the enterprise segment, but in retail its brand pull is much lower than Symantec as it lacks a strong retail strategy.
Quick Heal over the last year has built a strong channel and brand pull in upcountry markets. Overall, Symantec leads the pack followed by Quick Heal, McAfee and Kaspersky.
Product availability
Symantec has the widest availability. With its software available online, availability isn’t a big issue. McAfee is second to Symantec. Quick Heal has put in place a strong distribution in upcountry markets. However, it lacks availability in the north. Kaspersky was polled mostly by channels in the tier-2 and tier-3 cities of the south and west.
Support and service
Symantec was ranked ahead of Quick Heal. It is good in providing technical support. Its virus update services are regarded as much better than its competitor McAfee. It’s prompter than McAfee in updating enterprise customers about new virus breakouts and critical threats. Both Symantec and McAfee are good at providing online and telephonic technical support.
In the enterprise segment, Symantec is strong on pre-sales support compared to McAfee.
Even the online subscription and renewal process of Symantec is much easier than its peers’. Partners feel Norton should not ask for credit card details while renewing the subscription as end-customers do not feel comfortable.
Quick Heal on the other hand was ranked higher in support and service among upcountry resellers who sell to home users and small businesses; its turnaround time to distress calls is much faster.
Channel relationship
Respondents said that Symantec provides training and certification only in 15 cities. The company has been unable to penetrate smaller cities where Quick Heal has more channel interface and conducts frequent training programs.
However, Symantec is regular in sending technical information to all registered resellers and also has a strong online technical manual. McAfee conducts training only in a few major cities and only for its enterprise channels.
Conclusion
While Symantec is ahead in the race, Quick Heal emerged as a surprise package. It polled higher than a more established player like McAfee. Kaspersky also did well though it doesn’t have the brand visibility and pull. Considering that the next growth markets are upcountry SMBs and homes, Symantec needs to watch out for Quick Heal.
Intro
l Microprocessors l Hard Disk Drive l Flat Panel Display l Optical Disk Drives l Desktop l Notebook l Inkjet Printers l Laser Printer l Server l Networking l Enterprise Storage l Enterprise Security |