Last week I flew to Puerto Rico to attend Kaspersky’s industry analyst summit (IAS). This is the second year that Kapersky held a global analyst summit. The event is co-located with their security analyst summit (SAS), which is turning into a mini black hat event with attendance from many premier security researchers in the industry. Unfortunately, I only had time for IAS this year.
Kaspersky is an interesting company. In the last 10 years, they came out of nowhere, built a global brand, established their founder Eugene Kaspersky as a cybercrime-fighting celebrity in popular media (see the Vanity Fair and Wired articles on Kaspersky, and the Formula One sponsorship), and at the same time, grew a tremendous business.
As Kaspersky’s CMO, Alex Erofeev, got on stage talking about how the Kaspersky brand, in many parts of the world, is now the third most well-known AV brand behind Symantec and McAfee. I did a bit of Googling. Look what the Google trends graph below shows (search volume from 2004 to 2013) -- not only the global search volume for “Kaspersky” has increased over the years, it has surpassed “Symantec” and “McAfee”! This is no small achievement for a company that, until two years ago, had no formal B2B marketing function.

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