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

Summary

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

Analysis

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

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