Published: 11 March 2016
By Andy Harris
We're just back from the world's biggest CyberSecurity conference, and on reflection there's so much deja vu. As the conference closed, I stood quietly in the queue waiting to pay for parking and just listened to the delegates around me. A stand out comment was this:
Being from the UK I kept quiet, but inside I was bursting to mention Osirium, but that wouldn't be cricket since the show had finished and we were queuing. It's a common theme being from a newer company, one wants to tell our fellow professionals that we can help solve some of their pressing issues.
I got to spend most of the Thursday walking amongst the stands and listening to pitches using the old two badge trick and posing as a punter. What really stuck me was how utterly impossible it was to tell what most vendors actually did by looking at the messaging on the stands. It seems to me that in the States they very quickly follow trends and all use identical words.
In the CyberSecurity market every vendor is obsessed with board level messaging, so that's what we got, 'Security and peace of mind for no effort gets you more business' It occurred to me that the 'C-Suite' of their prospects were highly unlikely to be at the RSA conference!
I had a chat with two senior marketing execs of a company once known for firewalls, they saw the irony immediately and the three of us made a mutual promise to improve Cyber Security marketing for the good of all.
More worryingly I stopped by a stand with the message 'Don't pay the ransom'. I expected to find out how they recovered data from systems encrypted by ransomware. I was told that I needed to buy their product before any Ransomware struck, along with the promise that they could stop all Ransomware including that which has not been written yet.
Despite all the industry flock following these delightful things happened:
It's clear that the US market for PxM has plenty of competitors, but from the comments we heard about our demos people in the US think that we've got product that is easy to use, robust and easy to reason about the analytical data.