Gartner Research

Growing Opportunity in Asia/Pacific and Japan Creates Sales and Marketing Challenges for Security Product Vendors

Published: 24 June 2014

ID: G00261258

Analyst(s): Sid Deshpande


A wide range of factors is causing the security opportunity in Asia/Pacific and Japan to grow at a 9.5% CAGR through 2018. This report analyzes the challenges security providers will face while competing for this market opportunity.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • Portfolio expansion may strain traditional relationships between security vendors and their channel partners, which results in low sales for newer products
    • Challenges Faced by Security TSPs
  • Evolving buying centers are rendering security providers' traditional sales and marketing strategies ineffective, mandating a more business-focused approach to security sales
    • Challenges Faced by Security TSPs
  • Increased competition from local security providers makes it harder for global providers to expand profitably, which demands a re-examination of traditional go-to-market strategies
    • Challenges Faced by TSPs

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.