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Posted by Heidi Shey on September 12, 2012
I spent a jam-packed day with security software and services provider AVG last week, checking out their 2013 product line-up for free antivirus and paid premium products, and participating in roundtable discussions with press, analysts, and AVG executives about consumer security, mobile, privacy and policy. Here are my reactions to what AVG is doing:
LIKE: Consumer data (yes, I’m biased here, being the data nerd). AVG has lots of it and it’s all free. This is awesome because it’s a great resource not just for the industry but for other parties to use in education and awareness program design. They’ve done studies across 11 countries for their Digital Diaries studies, surveying parents and kids of different age brackets from 0 to 17 to understand online behaviors and attitudes. Here’s a data nugget that caught my attention: by the time they are two years old, 81% of children have some kind of digital footprint (online photographs, personal data, email and/or social networking accounts). 81%!
UNCONVINCED: Product emphasis on scan speeds and third party test results. AVG isn’t alone here. Vendors, this is not special. It’s table stakes and race to the bottom, where eventually the 2-second difference isn’t going to be noticeable to anyone. As for third-party test results, it’s cool to have that type of validation. But with every other vendor positioning themselves in a positive light with third-party test results, you’re adding to the noise. Mention speed and test results because you’d be remiss not to, but don’t make it your main selling points, and realize that it’s not going to tip the scale in your favor with consumers.
WHAT IT MEANS FOR S&R PROS: While this was a consumer-focused event, there are a few implications for S&R pros:
*Source: Forrsights Security Survey, Q2 2012; Base: 1,064 North American and European SMB and enterprise IT security executives and technology decision makers
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