DLP Vendors Try to Lower Customer Expectations

It’s interesting to see how the major vendors of data-loss prevention (DLP) security offerings are trying to lower customer expectations relating to the capabilities and business value of their products.

Aggressive marketing, particularly for data-security products, is a double-edged sword. Hyperbolic marketing can help vendors attract customers, but those customers become disaffected when they discover that the products they bought, often at great cost, are not a panacea that prevents all instances of abuse or loss of sensitive information.

DLP vendors, such as Symantec, are trying to recast the discourse with customers, arguing that preventing the accidental or intentional loss of 80 percent to 90 percent of sensitive data is better than stopping none. That assertion is true, of course, but it would have been better for all involved if the vendors had been more realistic in marketing their wares at the outset.


One response to “DLP Vendors Try to Lower Customer Expectations

  1. It’s a widespread misconception that the focus on well meaning insiders is new in DLP. Since 2001 when Vontu (now Symantec) began, risk-management of data loss via well-meaning insiders has been the primary value proposition.

    In fact back in 2001, it was my best guess that well-meaning insiders represented the *biggest* untreated information security threat in the enterprise. From our risk assessments over the past seven years, we’ve now been able to measure the extent of that risk and that guess has been well confirmed by data.

    We’ve been consistently focused on this from the dawn of DLP forward. We are not lowering expectations, rather we are helping enterprises focus their attention on their biggest untreated risks.

    That isn’t “hyperbolic marketing”, that’s what’s happening out there.

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