Kaspersky Lab North American Partner Conference 2015 Roundup

Kaspersky Lab kicked off its annual North American Partner Conference 2015 this week in sunny Key Biscayne, Miami, where the company's execs spoke to a small crowd of VARs, solution providers and resellers about how the IT security vendor plans to help its channel partners differentiate themselves in the market.

Michael Cusanelli, Associate Editor

March 6, 2015

5 Min Read
Eugene Kasperky CEO Kaspersky Lab
Eugene Kasperky, CEO, Kaspersky Lab

Kaspersky Lab kicked off its annual North America Partner Conference 2015 this week in sunny Miami, where the company’s execs spoke to a small crowd of about 100 of its top VARs, solution providers and resellers about how the IT security vendor plans to help its channel partners differentiate themselves in the market.

Here’s everything you need to know about the general session, in handy bullet form:

  • The theme of this year’s conference was “Turn It Up,” Kaspersky’s moniker for helping partners to change up their businesses and rejunvenate their security solutions portfolios.

  • Jon Whitlock and John Murdock reminded the crowd that Kaspersky is celebrating its 10th year in business after being founded in 2005.

Chris Doggett, managing director, Kaspersky Lab

  • Chris Doggett detailed the growth of the cybersecurity market, which is currently estimated to be more than $73 billion.

  • Endpoint security is forcased to grow by almost 20 percent in the next three years.

  • Doggett detailed Kaspersky’s leadership position in the security market, and provided a brief overview of the company’s history. Not much in terms of news here.

  • Garry Kondakov, chief business officer joined Doggett on stage to talk about increasing Kaspersky’s North American brand awareness.

  • Currently, Kaspersky has reached 53 percent brand awareness in the United States—this number is still slightly behind the average results, according to Kondakov.

  • There are two types of business awareness—B2C and B2B, with Kaspersky’s main investments going toward increasing B2B awareness.

  • Kaspersky currently occupies the No. 4 market position overall awareness in North America. Kaspersky’s goal in 2015 is to raise their awareness to the No. 3 company in the security sector.

  • In terms of total market share, Kaspersky still lags behind companies lile Symantec, McAfee and Trend Micro. The company currently occupies 4 percent of the North American market, with the average market share being 8 percent, according to Doggett. However, Kondakov emphasized that Kaspersky will continue to develop its company strategy to try to capture a larger share of the market in the next several years.

  • In terms of endpoint protection, Kaspersky reports a 20 percent CAGR, which exceeds its competitors in the Gartner Magic Quadrant. Doggett said Kaspersky’s goal for 2015 is to increase its endpoint protection platform market share to 25 percent, with the help of its partner ecosystem.

  • Kaspersky’s North American enterprise sales were up 35 percent year over year in the first half of 2014. The company continues to focus on driving more private sector sales.

  • Kaspersky’s 2015 strategic priorities will be:

  1. Adding additional resources to the enterprise market

  2. Providing more focus on midmarket customers

  3. Drive more efficiency in channel and geographic focus

  4. Launch new managed serviced providers

2015 Partner Program update

Whitlock and Murdock outlined Kaspersky’s 2015 North American Partner Program, which was developed with direct input from Kaspersky’s partners. Here are some additional highlights covered during the general session:

  • New Partner Loyalty Program will give VARs and MSP owners points for sales that they can redeem for merchandise or travel.

  • Additional incentives will be added throughout the year, including back-end growth incentives, according to Whitlock.

  • New online and onsite enablement programs for sales training programs.

  • New specializations around technical training are being scheduled for Q2 2015.

  • Partners can learn more and access other tools via Kaspersky’s partner portal.

  • Tech Zone portal will allow partners to get help with the most technical aspects of Kaspersky’s products, with demos and how-to videos available as well.

Eugene Kaspersky, President and CEO

  • Kaspersky talked about what he called the Internet of Threats, the many potential dangers associated with the web. He broke these threats down into three categories: cybercrime, espionage and sabotage.

  • Cybercriminals are becoming more sophisticated and are now on the level of professional attacks against companies and state agencies. These criminals are completely anonymous and often act without revealing their intentions.

  • No system or operating system is ever completely secure, according to Kaspersky, making the threat landscape varied and difficult to predict.

  • The number of malicious files is also increasing rapidly, with the current numbers around 238 million malicious files in 2014, according to recent studies. About 325,000 new malicious files are added to the list on a daily basis, according to Kaspersky.

  • More mobile users also mean a large growth of mobile malware, with about 296,000 threats in 2014.

  • The growth of the Internet of Things will bring about even more opportunities for criminal activity.

  • Traditional organized crime is increasingly transitioning to cybercrime, with organizations employing engineers to hack sensitive information.

  • Highly professional teams continue to attack high-profile victims because cybercrime is a big business.

  • Espionage continues to exist, which leads to Internet fragmentation, according to Kaspersky. This could lead to the development of cyberweaponry in the near future.

  • Sabotage of critical infrastructure is also a potential threat.

  • In a worst-case scenario, all of these attacks together create a complex infrastucture of cyberterrorism, which makes it very important for the IT security industry to work to stamp out cybercrime.

  • We can fight back against the possibilty of cybercrime through education for the general public, for businesses and for public and private sector partnerships.

  • The international community will also have to band together to keep legistation up to date and to share information to help fight cyberterrorism.

Stay tuned to The VAR Guy for more coverage on Kaspersky’s North American Partner Conference 2015 and follow Michael Cusanelli on Twitter @MCusanelliSB for additional details.

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About the Author(s)

Michael  Cusanelli

Associate Editor, Penton Technology Group, Channel

Michael Cusanelli is the associate editor for Penton Technology’s channel properties, including The VAR Guy, MSPmentor and Talkin' Cloud. He has written articles and produced video for Newsday.com and is a graduate of Stony Brook University's School of Journalism in New York. In his spare time Michael likes to play video games, watch sci-fi movies and participate in all things nerdy. He can be reached at [email protected]


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