Be Ready for the New Frontline
A new conversation for our channel partners
Peter Cooper, Head of Channel Sales, Kaspersky Lab
15th July 2011
Channel partner facing deck NOT for onward distribution
Why are we talking about the New Frontline?
Our value proposition – your value proposition
We all face
challenging times
Which means we MUST
change the way we
go to market
We need to broaden our
buying centre
Change the conversation
•Customers are focused on
value
•IT needs to be aligned to
solving business issues and
directives
We all must avoid fighting on
price, or we risk commoditisation
Our sales conversations have be
more strategic, we all want bigger
customers, bigger deals
Kaspersky Lab has a new value
proposition
A new story to tell: based on what
customers want to know about
New tools to help us all hit
the numbers
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Be Ready for the New Frontline
| July 6 2011
Our task together: time to move up the value change.
Focused on a different audience, and a different message
Frontline Target
C-Level
Value
Business specific
Management
Product
Operationally specific
PAGE 3 |
Current Target
Technology specific
Be Ready for the New Frontline
| July 6 2011
IT
Kaspersky Lab has evolved: more value to you
FROM
TO
Technology features
Business impact and value
Talking malware messaging
Discussing customer challenges
Engaging technical implementers
Engaging business decision-makers
Not considered, no seat at the table
Valued opinion, shaping the projects
Commodity vendor
Strategic partner
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Be Ready for the New Frontline
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Context: what are customers thinking about?
The business:
•
•
•
•
Increase revenue and reduce operating costs
Increase efficiency whilst reducing long term fixed commitments
Moving capital expenditure to operational expenditure
Becoming more agile, responsive and resilient to volatile conditions
CEO
board
Technology leadership
• Transformation through new technologies that create a more
flexible, dynamic and efficient work environment
• Deliver new working practices for greater productivity
• Choosing new strategies that leverage today’s “sophisticated” end-user
• New devices, corporate and personal, to connect, share and collaborate
So, where’s the project?
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Be Ready for the New Frontline
| July 6 2011
CIO
CISO
Context: your customer’s landscape
The business:
•
•
•
•
Increase revenue
and reduce costs
Increase efficiency
Capex to opex
Agility
CEO
board
Technology
leadership
•
•
•
•
CIO
CISO
Transformation
New working practices
New strategies
New devices
New strategies,
new security concerns, new conversations
•
•
•
•
PAGE 6 |
Mobility projects: Smartphones increase productivity – but as mobility
increases, so to does the risk
Virtualisation: server virtualisation achieved huge cost savings, is the
desktop the next cost saving potential? What are the security implications?
Consumerisation: do more with less by empowering employees to use their
own devices. But, empowerment could come at a price...
Outsourcing to a cloud-based service: the need to focus on core business
means nothing is sacred – but pushing corporate applications, and data, to
the cloud bring a perceived risk
Be Ready for the New Frontline
| July 6 2011
Broadening the buying centre
CEO
Where are
conversations
focussed now?
Typically within IT
sphere of influence
Broader c suite contacts e.g. sales
director , marketing director, finance
director, HR director
Telecoms'
manager
Procurement
IT
Using a business need/driver led approach illustrates to senior management how a decision
in IT can have a serious impact on overall business plans
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Be Ready for the New Frontline
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Context – opportunities for our partners
At Kaspersky Lab we recognise that its time to change the type of conversations we are
having and broaden the range of people we are talking to within an organisation
By expanding our buying centre and using value propositions that talk to organisational business
drivers, we can raise our profile within an account and start to become recognised as a strategic
partner rather then a commodity vendor
Our partner community is crucial for us to be successful in this approach, we are working
hard to provide you with tools that enable you to engage with a wider base of contacts as
well as deliver you new ‘business need’ led messaging
Many interactions with existing and potential customers are centred on procurement and specific
elements of IT. In order to sell a wider portfolio and resolve our customer’s operational and
strategic business issues, we need to have new conversations with new people about new
subjects and move up the decision making value chain
This approach will open up new opportunities within both your existing and potential base
and provide you with exposure to new contacts and perhaps more importantly new
budgets
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Be Ready for the New Frontline
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Be ready for the New Frontline
Introducing: “Be ready for the New Frontline.”
Context:
MOBILE
Organisations are seeing an
unprecedented change in their operating
and IT environments – the security
frontline has shifted
VIRTUALISATION
Our response:
At Kaspersky we take security to where
the new battle lines are drawn,
regardless of the platform, device
or location.
CONSUMERISATION
Their result
Customers can make the business
transformation they need, but without
the risk
CLOUD
PAGE 10
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Be Ready for the New Frontline
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Securing your customer’s mobile workforce
Customer scenario:
Financial services business has an increasingly distributed and
mobile workforce: key driver to ensure maximum staff productivity,
no matter where they are
FACT:
Over 1bn mobile devices
will have access to the
internet by 2013
IT has lost the battle for control: the business users now employ
different devices – carrying with them valuable, sensitive and
costly information
FACT:
The challenge:
Huge risks exist around loss of unsecured devices, growing
threats around mobile malware and how to manage it efficiently
There was a 33% increase
in malware infections aimed
at smartphone users
in 2010
Our proposition:
We treat a mobile end-point like any other: securing it and
securing your business
We provide mobile protection across different devices and
platforms – all easy to manage through a single dashboard
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Be Ready for the New Frontline
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FACT:
When surveyed, two thirds
of employees on the move
wanted a smartphone as
their mobile tool of choice,
only one third wanted a
laptop
Making desktop virtualisation a secure
environment
Customer scenario:
European food retailer faces a price war – IT is tasked with
saving 30% budget savings within 9 months
Previous server virtualisation saved over $8m, with over
50,000 seats, implementing desktop virtualisation is now top of
the priority list
The challenge:
Our proposition:
We understand the unique complexities in securing a
virtualised desktop, and can deploy full security with minimal
impact – this is ‘Real Security in a Virtualised World’
Be Ready for the New Frontline
By 2015, 40% of the
security controls used within
enterprise data centers will
be virtualized up from less
than 5% in 2010.
(Gartner)
FACT:
The virtualisation project has to happen, but the CISO may not
understand the security vulnerabilities generated by this new
environment
PAGE 12 |
FACT:
| July 6 2011
By moving to virtualised
services CIOs can see a
20-50% cost saving for their
organisation as well as
increased flexibility and
speed of service (Gartner)
FACT:
28% of installed
applications are currently
running on VM, by 2012 this
is set to rise to 48%
(Gartner)
Consumerisation: embracing consumer
technology in the workplace while minimising risk
Customer scenario:
Pharmaceutical company has grown quickly through acquisition,
but needs to stay fleet of foot despite its size – competitive
pressure focuses on the need for fast innovation
The business needs faster and better collaboration – with staff
taking the initiative by using their own tools and devices
The challenge:
How can the business foster collaboration and empower
employees, without exposing itself to significant risk?
Our proposition:
FACT:
40% of information
workers today use
some form of self
provisioned technology
in the workplace
FACT:
By 2012 IT departments
will have to support an
average of 3.3
smartphone or tablet
platforms
We allow organisations to turn IT consumerisation into a
harvestable opportunity – rather than a threat
We manage and secure consumer devices in the corporate
environment: just like any other end-point
“Either you take control of
this or its going to take
control of you”
Philip Cox
(System Experts)
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Be Ready for the New Frontline
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What is IT consumerisation?
CIOs face mounting
pressure to facilitate the
adoption of “consumer
applications” at work while
balancing the risks and
opportunities.
Forrester, 2010
FACT:
1 in 4 employees use
personal smartphones at
work, despite their
organisation forbidding it
Our view:
The cost benefits of consumerisation to an organisation are potentially
huge, and workforces are using their own devices – whether they like it
or not. However, the result is that there are now a vast number of endpoints and subsequent security risks – these require management.
As the industry experts on end-point security, Kaspersky are ideally
placed to protect businesses and save them money.
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Be Ready for the New Frontline
| July 6 2011
FACT:
Citrix’s use of the “bring
your own computer”
scheme has shown average
cost savings of 15-20%
versus traditional desktop
deployment
Keeping customers safe in the cloud
Customer scenario:
Global business faces immediate pressure for $2bn
cost savings
FACT:
Cloud services will be worth
$44bn by 2013
Needs to move significant capex into opex – reducing its risk
profile and achieving ‘pay as you go’ financial flexibility
A number of applications are seen as ‘non differentiating’ – so
migrating them to the cloud would free up tens of millions...
The challenge:
Concerns around where the data is stored – but the endpoint
is where the risk lies
FACT:
Loss or theft of customer
data costs businesses £1bn
per year.
Our proposition:
We can help businesses become ‘cloud safe’ – we as
Kaspersky use the cloud to monitor threats and have a real
depth of understanding.
We make it easy to secure end-point – so whilst the data is in
the cloud, the access to it is not at risk
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Be Ready for the New Frontline
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“There are some real
Achilles’ heels in cloud
infrastructure that are
making big holes to get into”
Eugene Schultz,
Emagined Security
Spotting opportunities: what you need to ask
“
“
MOBILE
Are you having to manage
the consequences of a
more mobile workforce?
”
Are you aware of the increased
security risks as the end-points
multiply and get harder to pin down?
“
PAGE 16 |
”
What’s the best plan of attack to
keep your employees safe, when
you’re faced with multiple devices
and multiple platforms?
Be Ready for the New Frontline
| July 6 2011
”
Spotting opportunities: what you need to ask
“
“
MOBILE
Are you considering or
already undertaking a desktop
virtualisation project?
”
VIRTUALISATION
How secure do you need your
virtual environment to be?
“
”
Are you aware of how this
changed environment
potentially opens up new
security risks – and have you
considered how you are
going to manage this?
PAGE 17 |
Be Ready for the New Frontline
| July 6 2011
”
Spotting opportunities: what you need to ask
“
“
“
As the lines blur between business
IT and consumer technologies, have
you got a plan of attack?
”
How can you give your staff
freedom of choice and reaps
the benefits, without
compromising your data?
PAGE 18 |
How can you treat every
new technology as just
another end-point?
Be Ready for the New Frontline
”
| July 6 2011
”
MOBILE
VIRTUALISATION
CONSUMERISATION
Spotting opportunities: what we need to ask
“
“
“
MOBILE
Are you currently considering,
or already reaping the
benefits of, moving specific
services to the cloud?
”
VIRTUALISATION
Are you aware of the real risks and
vulnerabilities to your business?
PAGE 19 |
”
Could your end-point now be your
biggest point of weakness?
Be Ready for the New Frontline
”
| July 6 2011
CONSUMERISATION
CLOUD
Scoping the opportunity: how big is the New Frontline?
FRONTLINE:
VIRTUALISATION:
CONSUMERISATION:
The average cost of a data
breach is now $7.2 million,
an increase on 18% from
2009. The average cost per
compromised record is
$214 (Ponemon study)
By 2015, 40% of the
security controls used within
enterprise data centres will
be virtualised, up from less
than 5% in 2010 (Gartner)
In 2012, IT teams will have
to support an average of 3.3
smartphone or tablet
platfroms being used by
their workforce (Aberdeen
group)
FRONTLINE:
MOBILE:
CLOUD:
297 million smartphones
were sold in 2010, with over
80% running on operating
systems other than Apple’s
IOS
(buysellads.com/Gartner)
Cloud services will be worth
$44bn by 2013 (Forrester)
27.3% of organisations
reported information theft in
the last 12 months, an
increase of 9.3% from 2009
(Secureview)
Source:
Gartner (May 2011)
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Be Ready for the New Frontline
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Proof: The New Frontline in the news
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Be Ready for the New Frontline
| July 6 2011
Proof: What the experts are saying
Sources:
Gartner: Forecast Analysis: IT Outsourcing, Worldwide, 2009-2014
IDC’s 2007 Information Protection and Control Survey
PAGE 22 |
Be Ready for the New Frontline
| July 6 2011
Proof: The new frontline is top of customer concerns
Source:
Forrester, The State Of Enterprise IT Security And Emerging Trends, 2010
PAGE 23 |
Be Ready for the New Frontline
| July 6 2011
Focusing our efforts:
We can support over 80% of the smartphone market
Worldwide Smartphone sales to end users by operating system in 1Q11
1Q11
Company
1Q11
Units
1Q11 Market Share (%)
Units
1Q11 Market Share (%)
Android
36,267.8
36.0
5,226.6
9.6
Symbian
27,598.5
27.4
24,067.7
44.2
iOS
16,883.2
16.8
8,359.7
15.3
Research In
Motion
13,004.0
12.9
10,752.8
19.7
Microsoft
3,658.7
3.6
3,696.2
6.8
Other OS
3,357.2
3.3
2,402.9
44.4
100,769.3
100.0
54,505.5
100.0
Total
Source:
Gartner (May 2011)
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Be Ready for the New Frontline
| July 6 2011
Focusing our efforts:
We can support over 80% of the smartphone market
Worldwide Smartphone sales to end users by operating system in 1Q11
1Q11
Company
1Q11
Units
1Q11 Market Share (%)
Units
1Q11 Market Share (%)
Android
36,267.8
36.0
5,226.6
9.6
Symbian
27,598.5
27.4
24,067.7
44.2
iOS
16,883.2
16.8
8,359.7
15.3
Research In
Motion
13,004.0
12.9
10,752.8
19.7
Microsoft
3,658.7
3.6
3,696.2
6.8
Other OS
3,357.2
3.3
2,402.9
44.4
100,769.3
100.0
54,505.5
100.0
Total
Source:
Gartner (May 2011)
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Be Ready for the New Frontline
| July 6 2011
Partner Relationship Dynamics
New Frontline provides 2 wins – new customers and new opportunities for partners
Vendor
3. Partner Support &
Programs/Promos
Distributor
Reseller
1. Demand creation
Client (end-user)
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Be Ready for the New Frontline
| July 6 2011
2. Brand Pull
Why Kaspersky Lab for our channel partners
Deal Registration
Buy Back Scheme
Earn up to 14% additional margin by
registering your deals
Available where we are displacing the
competition on multi year deals
Extra Incentives
Base Discounts
Some partners are eligible for a maximum
base discount of 25%, discount is linked to
partner status
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In some cases free home user keys will
be offered to end users, up to 20% of the
overall amount of licenses on the order
You could be entitled to an additional
10% margin if a renewing customer stays
with Kaspersky Lab
Why Kaspersky Lab for our channel partners?
One of the world’s fastest growing endpoint security
company (Source: Gartner)
100% focused on
channel partners, not
direct
The best for detection
Detection rate:
proactive
malware
prevention
50%
80%
Kaspersky
Industry average
196m
1.3bn
1.5m
Malicious
programmes
detected
Network attacks
prevented
Spam emails
analysed per day
PAGE 28 |
Be Ready for the New Frontline
| July 6 2011
We provide:
• Training
• Pre-sales support
• Market
development,
resource
• Thought leadership
Launching new
channel partner
programme
Resources to support you in the field
Tools under development
•
•
•
•
Customer facing Frontline deck/pitch
Frontline branded solutions sheets/collateral set
Video & Static Case studies
Analyst papers
Thought leadership tools available now
• Could the smartphone be the weakest link of your corporate
IT network? (Kaspersky Lab Whitepaper)
• Kaspersky Lab: Consumerisation in the work place (ppt)
• Kaspersky Lab: Are we high in the clouds? (ppt)
• Kaspersky Lab: The computer in your pocket (ppt)
PAGE 29 |
Be Ready for the New Frontline
| July 6 2011
Channel partner facing deck NOT for onward distribution
Thank you