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Because the threat landscape is now so diverse, selling security is no longer a case of providing just an antivirus application.
That’s according to Norton’s EMEA consumer product specialist, Gareth Lockwood, who told PCR: “An antivirus solution alone is not enough to protect against threats.”
Despite what some might think, Norton is not just an antivirus company, says Lockwood: “We offer advanced threat protection and layered security.”
Many families and employees have multiple devices, from PCs and Macs to smartphones and tablets, and more children have access to internet connected devices than ever before.
“There isn’t a one size fits all solution,” believes Lockwood. “It’s about giving the business user and consumer a choice, from device count to parental controls and secure online backup, and allowing them to make the decision as to which tier of service suits their needs.”
With the proliferation of high speed internet throughout the world, Lockwood said buying habits have also changed, and with the constant advancement in software releases, consumers often choose to download their applications online. “Retailers have to make the online customer journey as rich and informative as possible,” he added.
“Free and ‘freemium’ security software has taken the spotlight recently with vendors trying to hook the consumer using price as a differentiator. These products generally only offer basic protection often only capturing a percentage of today’s threats.”
While retailers are trying to showcase the benefits of buying software, there has been a shift in the way these products are sold, from boxed copies to subscription-based ones, and many are wondering how they can continue to make money from auto-renewals.
When asked about this subject, Lockwood explained: “A recurring subscription model delivers many benefits, from revenue predictability, loyalty and the opportunity to engage with your customers directly throughout the product lifecycle.
“In addition to financial incentive such as competitive pricing, rebates and revenue share, retailers have the option to add value for new customers and renewals. This can be through offering separate paid add-ons such as additional backup capacity or utilities/tune-up software for example.”
He concluded: “You cannot leave AV and PC-protection behind; you have to build upon it. Rather than asking, “Is my PC protected?” we must all be asking, “Am I protected?”
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