I recently attended Trend Micro’s Insight 2012 event for an update on corporate and product strategy from Trend executives, hear from partners and enterprise customers about their experiences working with Trend Micro, and sit down to 1:1's with business unit leaders. I met with Carol Carpenter, EVP of Consumer, who shared a bit about what Trend is doing for consumers and provided demos of their latest Android mobile apps out on the market and in development. Of the ones available now, they are the usual suspects – mobile security, backup and restore, and a password manager. And then, there’s a battery optimizer app. Random? No, not really.
Consumer security has come a long way from simply antivirus software for PCs. Mobile security is undoubtedly on everyone’s minds at this point (oh no! device loss, malware, my apps are spying on me!), but that’s only one factor (albeit a big one) contributing to the evolution of this consumer security market. We’re looking at protecting devices, data, identities, interactions, privacy, the consumer – in short, the online experience. That’s where the umbrella of consumer security expands, and I see apps like Trend’s battery optimizer fitting in. It’s not a “security” solution in the traditional sense, and more of a productivity tool. Consumers gain visibility into what the device and apps are doing (to the battery), and using that information to then make an informed decision (e.g., stop running that app, turn off Wi-Fi, etc) to preserve battery because it’s running too low for comfort.