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Trend Micro Sales Accelerate in AWS Marketplace, Others Rushing to Get Into Marketplaces

There's a rush by 4,300 companies to get into marketplaces.

Edward Gately

July 28, 2023

6 Slides

Trend Micro saw a massive surge in sales in the AWS Marketplace during the pandemic — and that acceleration continues, providing a lot of opportunities for channel partners.

That’s according to Louise McEvoy, Trend Micro’s vice president of U.S. channel. Trend Micro has been on the AWS Marketplace for at least five years.

AWS Marketplace is a curated digital catalog that customers can use to find, buy, deploy and manage third-party software, data and services to build solutions and run their businesses. Customers can launch preconfigured software, and choose software solutions in Amazon Machine Images (AMIs), SaaS and other formats. Professional services are also available to help customers configure, deploy and manage third-party software.

Trend Micro Had Head Start on AWS Marketplace

Jay McBain, chief analyst at Canalys, said Trend Micro had a “very significant head start” in marketplaces among cybersecurity vendors. Trend Micro has said marketplaces are its fastest-growing route to market, and AWS Marketplace is its fastest-growing marketplace.

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Canalys’ Jay McBain

“Louise and the team there were very thoughtful in these early trends,” he said. “And what they did with AWS as well as Microsoft, and concurrently doing with Google and others, is saying that for a 35-year-old security company, they’re being very future friendly in their routes to market and they’re also being partner-friendly. They understand that 80%-plus of the security market is resold today. So if the customer does tag it on to a marketplace deal, they’re full of private offers, they’re full of distributor offers, there’s money to be had whichever way the money changes hands. So it’s not meant to be channel-unfriendly. It’s meant to be less friction for the customer and still an indirect sale. Whether they sell through Larry in the white van or whether they sell through AWS, it’s still an indirect sale for Trend Micro.”

Demand for Trend Micro on AWS Marketplace is being driven by customer preference, McEvoy said.

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Trend Micro’s Louise McEvoy

“But I do want to make it clear that we still see a lot of on-premises customers and there are a lot that are hybrid,” she said. “We launched our Vision One platform and … that really is opening up that platform for our on-premises customers, for our hybrid and for those who want to go to the cloud. Before, we really heavily leaned into the cloud, but we recognize there are still a number of customers who are very much on premises and they plan to stay there for a period of time, and those who are looking to go on premises and cloud. So there is an incline for marketplace, but I think it’s an incline in the market in general for cybersecurity. So where is that going to go? It’ll likely go into this new modern world, and modern in so many ways is really through the cloud. Marketplace is how we buy, how we procure, how we license just in our everyday lives. And we’re seeing that in the IT space or software.”

Rush to Marketplaces

While marketplaces are growing at 86% compounded, security in marketplaces is growing in triple digits, McBain said.

“So there’s a rush by 4,300 companies to get into marketplaces,” he said. “The 17th fastest-growing company in the world last year, which is Tackle.io, all they do is they help companies, especially security companies, get on marketplaces. And they grew their business last year by [nearly 8,000%].”

Skyflow is the latest to join the AWS Partner Network and is now available through the AWS Marketplace. With its zero-trust vault architecture, Skyflow allows businesses to protect sensitive data without compromising its utility, supporting a wide range of use cases across industries such as health care, finance and e-commerce.

Scroll through our slideshow above for more from Trend Micro on AWS Marketplace.

Want to contact the author directly about this story? Have ideas for a follow-up article? Email Edward Gately or connect with him on LinkedIn.

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About the Author(s)

Edward Gately

Senior News Editor, Channel Futures

As news editor, Edward Gately covers cybersecurity, new channel programs and program changes, M&A and other IT channel trends. Prior to Informa, he spent 26 years as a newspaper journalist in Texas, Louisiana and Arizona.

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