Trend Micro held its first Asia Pacific (AP) Industry Analyst summit on April 9, 2013 in Singapore. The most obvious message for me is that the company is clearly seeking to expand its focus well beyond the “legacy” antivirus market. Throughout the event, Trend Micro emphasized the need for cloud security solutions and the opportunities that exist in the Asia Pacific market. Speakers also highlighted the need to invest in breaking Trend Micro’s image as an antivirus vendor to help capitalize on the market opportunities for enterprise cloud security.
Below are the two key themes highlighted by Trend Micro during the event and my take on each:
Enabling cloud-related security is central to company growth. Security-related concerns remain the most prominent reason that organizations cite for not adopting cloud services. Recently, the Cloud Security Alliance (CSA) outlined the “Notorious Nine” threats for 2013, and the top three cloud-related threats include data breaches, data loss, and account hijacking. Forrester’s Forrsights IT Budgets and Priorities Survey, Q4 2012 shows that 30% of organizations in the AP region aim to create a comprehensive strategy and implementation plan for public cloud and other as-a-service offerings over the next 12 months. Cloud-related spending therefore represents a big market opportunity. Security will be central to organizations’ cloud strategies and hence spending. Trend Micro is aiming to meet this nascent demand but must better explain why it is best positioned.