Category Archives: Trend Micro

McAfee Commits to China, Establishes Wholly Owned Subsidiary

As I’ve discussed previously in venerable forum, security-software vendors face unique challenges in trying to crack the potentially lucrative Chinese market.

Notwithstanding those challenges, security-software market leaders such as Symantec, McAfee, and Trend have every intention of pursuing opportunities in China. To do so, they must find the right mix of product offerings (including localization), positioning, pricing, and channel partners.

To succeed in China, though, vendors must commit to China. Responding to that imperative, McAfee said yesterday that it would establish a new wholly owned subsidiary in China.

In Beijing to make the announcement, Dave DeWalt, McAfee’s president and CEO, issued the following statement:

“China offers compelling opportunities for McAfee. China has great potential as a center for manufacturing, research and development for McAfee and is also a significant burgeoning market for our products. McAfee has continuously strengthened its presence in China over the last decade and we are planning to expand our investment in the near term to take full advantage of the opportunities China presents.”

McAfee estimates that its potential addressable market in China will grow from about $390 million in 2009 to $1.09 billion in 2013.

In a press release accompanying the announcement of its new Chinese subsidiary, McAfee explained that its Chinese expansion also would include the following:

• A new call center planned to open in Beijing in February 2010 to service the mid-market segment, particularly in smaller cities across China.

• Additional headcount in functions including sales, sales engineering, marketing, support and research and development (R&D), including a planned doubling of the field sales organization in 2010.

• Recently signed reseller partnerships with both Neusoft and CS&S (China National Software and Services) who have become premier partners for McAfee products in China.

• A partnership with Lenovo to market McAfee VirusScan products through Lenovo retail outlets across China, opening up a significant retail channel for McAfee and contributing to our position as the world’s largest dedicated security technology company. McAfee products ship on more than 50% of the PCs shipped by the top 10 PC OEMs.

• A partnership with Dell to offer China consumers 15 month subscriptions on all their retail and direct systems with a Microsoft Windows preinstalled.

McAfee also plans to strengthen existing partnerships in the Chinese market and to establish new ones. Prior to the announcement, McAfee operations in China included sales, manufacturing of the McAfee Unified Threat Management Firewall, and an R&D team focused on mobile security, localization, and security research.

The cornerstone of this move, though, is the establishment of the wholly owned subsidiary. As DeWalt explained to PCWorld, McAfee’s formation of the subsidiary will give the company greater flexibility and more options relating to its China-based manufacturing and to the regulatory approval of its products.

Those considerations are significant. In China, McAfee not only competes against its traditional rivals, such as the aforementioned Symantec and Trend, but also against domestic Chinese software companies that have benefited from home-field advantage in more ways than one.

Microsoft’s Free MSE “Good Enough” to Take Consumer Share from Symantec, Others

As Microsoft today releases its free anti-malware suite, Microsoft Security Essentials, the for-pay vendors of competing products are moving the goalposts and repositioning to fight on different turf.

A replacement for Windows Live OneCare, the for-a-fee security suite that was retired at the end of June 2009, Microsoft Security Essentials (MSE) includes anti-malware and anti-rootkit protection. It does not come with a firewall, but Microsoft provides a free firewall with Windows.

Microsoft is positioning MSE as a capable, lightweight anti-virus, anti-spyware program, pointing out that it consumes fewer resources than for-pay anti-malware suites from the likes of McAfee, Symantec and Trend Micro. Microsoft also has positioned MSE as a worthy rival to any of the free anti-malware offerings on the market.

As eWeek notes, the product will be available in eight languages and 19 countries.

Mary-Jo Foley of ZDNet’s All About Microsoft points out that Microsoft is aiming MSE at the consumer market, where many customers are unwilling or unable to pay for security software. She explains that Microsoft representatives believed it was worth offering customers a free product to help thwart security breaches on unprotected Windows PCs that could be used as bots to infect other users’ systems.

The free suite is a client-only offering, with no centralized server capabilities. It does not include the enterprise-class business features associated with Microsoft’s for-pay Forefront security products, which provide not only anti-malware protection but also real-time reputation services, archiving, encryption, disaster recovery, and policy enforcement. Then again, not many consumers require those features.

Predictably, the for-pay anti-malware vendors are attempting to change the rules of engagement. Recognizing that Microsoft is a threat to vaporize revenues they derive from for-pay consumer anti-virus products, these vendors are trying to play on consumers’ fears and on Microsoft’s status as a relative newcomer to the anti-malware space.

Said Con Mallon, EMEA Consumer product marketing director at Symantec:

“The security industry has moved on from the product Microsoft is launching. Unique malware and social engineering fly under the radar of the traditional signature based technology employed by free security tools such as Microsoft’s. . . . ”

“We believe the false sense of security provided by this tool is almost as dangerous as having no security at all. The latest generation of internet security is real-time and reputation-based, operating in real-time and not relying on a signature being produced and downloaded before the computer is protected.”

You can almost see the smoke billowing from his ears. Considering some recent anti-malware test results, Symantec might want to hold its fire.

Microsoft’s MSE received plaudits recently from independent testing firm AV-Test GmbH, which evaluated its performance in combating nearly 3,2000 common viruses, bot Trojans, and worms.

Said AV-Test’s Andreas Marx of MSE:

“All files were properly detected and treated by the product. That’s good, as several other [antivirus] scanners are still not able to detect and kill all of these critters yet.”

What’s more, Symantec’s Endpoint Protection failed a recent Virus Bulletin anti-malware test that Microsoft passed using the same AV engine built into MSE.

The fact is, for many consumers, especially in developing markets, what Microsoft is offering with MSE will be sufficient, particularly considering the price. The for-pay vendors of consumer anti-malware suites will lose market share and revenue to Microsoft. It’s not a question of whether they will lose business, but of how much.

Microsoft will continue to charge for its Forefront offerings for enterprise security, and that’s where Symantec, McAfee, and Trend Micro should look to make their stands. In enterprise markets, they will have a better chance to successfully exploit Microsoft’s relative inexperience as a security player.