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Enterprise Security in Vertical Markets

DateFeb, 2003
Pages20
Price / format€1386 / Electronic

€1 386 

Report Information | Custom-Tailored Research | Product Trade Lead


Abstract:
 Introduction:
While the last 18 months saw a dramatic increase in the awareness among enterprises that IT security should be taken more seriously, certain vertical markets still invest a greater proportion of their IT budgets on securing their data assets than others.

Scope:
- This brief explains how the need to verticalize the sales and marketing message will grow with the increasing move towards a layered security model

- Examines why the pharmaceutical sector in particular understands this need and details how using risk analysis can improve the chances of a sale

- Looks at how the individual business demands of a particular vertical will drive a similar uptake of IT solutions within that sector

- Explains the characteristics that enterprises within a particular vertical display with regard to security and how this can be exploited

Report Highlights:
One argument for keeping the sales pitch on a horizontal level is that most firms face the same security issues. All firms want to ensure the confidentiality, integrity and availability of their data sets, operating systems and IT systems and all organizations can potentially fall victim to viruses and hackers if they have Internet access.

Many vendors of solutions such as anti-virus, firewall and intrusion protection solutions feel that it is not necessary to modify their marketing message for specific industry sectors. Despite new solutions having applications for any firm in any vertical, they are adopted by certain verticals more readily than they are by others.

A combination of factors makes firms in the financial services, telecoms, utilities and government sectors more “mature” in terms of their acceptance of the need for IT security than others. As a consequence, new security solutions typically enjoy more early success in these sectors.

Reasons to Purchase:
- Explains why verticalizing sales messages can increase both the revenues in an individual sector and the trust between the vendor and the client

- Understand which vertical markets are more mature in their acceptance of the need for IT security solutions and why this is the case

- Explains how a vendor can shift its sales and marketing focus to make the message resonate more acutely with customers in specific verticals








Table of contents:
 Overview

Introduction

While the last 18 months saw a dramatic increase in the awareness among enterprises that IT security should be taken more seriously, certain vertical markets still invest a greater proportion of their IT budgets on securing their data assets than others.

Scope

Explains how the need to verticalize the sales and marketing message will grow with the increasing move towards a layered security model

Report Highlights

One argument for keeping the sales pitch on a horizontal level is that most firms face the same security issues. All firms want to ensure the confidentiality, integrity and availability of their data sets, operating systems and IT systems and all organizations can potentially fall victim to viruses and hackers if they have Internet access.

Many vendors of solutions such as anti-virus, firewall and intrusion protection solutions feel that it is not necessary to modify their marketing message for specific industry sectors. New solutions, however, although they have applications for any firm in any vertical, are adopted by certain verticals more readily than they are by others.

A combination of factors makes firms in the financial services, telecoms, utilities and government sectors more “mature” in terms of their acceptance of the need for IT security than others. As a consequence, new security solutions typically enjoy more early success in these sectors.

Reasons to Purchase

Explains why verticalizing sales messages can increase both the revenues in an individual sector and the trust between the vendor and the client.

Understand which vertical markets are more mature in their acceptance of the need for IT security solutions and why this is the case.

Explains how a vendor can shift its sales and marketing focus to make the message resonate more acutely with customers in specific verticals.

Scope

Examines why the pharmaceutical sector in particular understands this need and details how using risk analysis can improve the chances of a sale.

Looks at how the individual business demands of a particular vertical will drive a similar uptake of IT solutions within that sector.

Explains the characteristics that enterprises within a particular vertical display with regard to security and how this can be exploited.

Verticalizing the security sales & marketing message
The concept of vertical market-specific sales strategies
Why should vendors verticalize their sales and marketing strategies?
How can the principles of risk analysis be used to greater effect in a sales pitch?
How will verticalization help vendors sell more solutions as part of a layered security strategy?
Key vertical markets for IT security vendors
Which vertical markets are more mature in accepting the need for IT security solutions?
Which characteristics determine their security awareness?
How does each vertical market compare in terms of legislation, the sensitivity of the data they create and their reliance on their IT infrastructure?
IT security in the pharmaceutical sector
Why are pharmaceutical firms more security conscious than many other firms in the manufacturing sector?
What industry pressures do they face that they believe can be solved through a greater investment in IT?
What threats do they face to the integrity and availability of these IT assets?
Action points
How can bringing in expertise from target verticals help move relationships with clients forward?
How can a greater use of reference sites help vendors increase sales within a specific vertical as well as improve the service offered to other clients in that sector?
How can working with new channel partners improve the likelihood of selling more solutions in a specific vertical market?

APPENDIX

Further readings
Contact the author

DATASETS

Figure 3: % of total global IT security product and services revenues generated by each vertical market in 2002
Table 1: Total IT expenditure of the top 11 pharmaceutical firms from 2002 to 2005




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