Gartner Research

Market Trends: Security Companies Should Market 'Business Enablement' to Attract CIOs and Business Buyers

Published: 07 January 2015

ID: G00271164

Analyst(s): Annette Jump , Rob Smith

Summary

This document details how product marketing managers need to position their mobile management and security software products to gain the attention of CIOs and business buyers.

Table Of Contents

Introduction

Market Trend

  • The Users Are Not Willing to Pay for Dedicated Mobile Security
  • Buyer Trend: Buying Decisions Are Not Determined by Security
    • Vendors Need Two Marketing Messages — One for Security Professionals and One for CIOs and Business Users
  • Technology Trend: Mobile Security Is Evolving From Protecting the Device to Protecting the Data

Contrarian View

  • If Major Security Data Leaks Occur, These Trends Will Change

Vendors to Watch

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