ASSIGNMENT

ON
PRODUCT MANAGEMENT

ONLINE ANTIVIRUS

SUBMITTED TO:
SUBMITTED BY:
Dr. T.D.BABU
Malla Karteek

ISMS-1032
OBJECTIVES
The word "antivirus" is one that carries with it a message of
need. Like the word "antibiotic," "antivirus" implies combat
with an invading force, not just innoculation. In the internet
world, antivirus describes techniques used to protect our
computers from infection by software code designed by those
who would invade our machines to destroy or steal data, record
our activity, or to take control of our devices. And since none of
these is acceptable, antivirus software has become a necessity of
life.
Because of fundamental security weaknesses in the Windows
operating system, its widespread use, the vulnerability of email
and file transfers, and the increasing amount of virus activity
being detected, the antivirus vigil is pretty much a 24/7 activity.
The antivirus industry is not only growing, it's become a center
of research and development driven by genuine security needs.
Antivirus research focuses on the preemptive discovery of viral
code embedded in seemingly harmless files. To accomplish this
antivirus goal, two important tasks must be addressed. One is the
ability to recognize infected files and the possibility of infection,
and the other is isolation and removal or rejection. Viral
components, like real genetic components often suggest
alternative pathways toward the creation of related viral code,
evolution, as it were. Antivirus efforts also include modeling -
that is, actually creating viruses to study both how they might
perform, and how the antivirus filters must respond.
Executive Summary
Due to the thousands of unique online fraud
attacks that are being perpetrated on the
customers of financial institutions and retailers that
offer online services, online fraud seriously
threatens the brands and reputations of these
enterprises, as well as the confidence of online
consumers. Using techniques such as brand
spoofing and phishing, criminals are routinely
convincing unsuspecting
online consumers to surrender passwords, account
numbers, Social Security numbers, and other
personal information. In many cases, this is leading
to a rise in the already pressing problem of identity
theft. Mitigating the latest online fraud techniques
requires a combination of measures, including
fraudulent email detection and blocking, consumer
education, and desktop computer
security assessment and increased protection.
Symantec has developed a comprehensive fraud
management system that incorporates each of
these key elements, while leveraging its top-rated
consumer security products and services. Financial
institutions and Web retailers now have a means to
stop most fraudulent emails from reaching their
customers and protecting the consumers who do
receive them. This solution can protect their brand
and reputation, preserve customer trust in online
transactions, reduce fraud and customer support
costs, and aid prosecution of offenders.
TARGET MARKET
A target market is described by its demographic and or
psychographic profile. Demographics and psychographics
include many personal and social details, such as:

When choosing or identifying a website’s target market, there

are a few things to keep in mind:
1. The size of the target market.
2. Whether the target market is growing or shrinking.
3. Whether or not there’s a demand for the website or online
business in the particular target market.
4. Whether or not is would be easy to monetize the target
market. (For example, you wouldn’t sell high-end electronics
to a low-income target market, and you wouldn’t run a
content site exclusively on ad revenues if your target market
is traditionally “ad blind.”)
5. Things that influence members of the target market. (For
example, would they be more responsive to paid advertising
on other websites, or would they be influenced more by a
referral from a friend, whereas a focus on viral marketing
would be best?)
After identifying a website’s target market, specific marketing
tactics can be modeled around their influences and behaviors,
saving time and money when marketing a website or online
business. My ideal market for the target customers are IT
companies and who are using the laptops and desktops
PRODUCT MARKETING STRATEGY
AND MARKETING MIX

The presence of vulnerabilities in components that are used in

both corporate and consumer environments is worrisome.
Between July 1, 2003, and December 31, 2003, 13
vulnerabilities that affect both corporate and consumer versions
of Microsoft Windows.

Microsoft operating systems are designed for both corporate and

consumer environments. Microsoft enterprise and client
operating systems share common features and code.
Development, maintenance, and support for these systems is
more efficient.

It also means that vulnerabilities in shared components affect all

environments that use those components. Microsoft DCOM
RPC Interface buffer overflow vulnerability is a significant
issue. Windows 2000 and Windows XP are vulnerable to this
threat.

Exploitation of both corporate and consumer environments

contributed to the proliferation of Blaster and Welchia.
Corporate environments tend to be more immune to infection,
due to the use of firewalls. E-mails generated by the self-
contained engine of malicious code do not interact with the user
email system. There are few signs of an active infection.
Antivirus programs have heuristics-based detection that can
resist these types of threats.
During the second half of 2003, threats to privacy and
confidentiality were the fastest growing threat. There was a 519
percent growth in volume of submissions within the top 10
malicious code submissions compared to the first half of the
year.

The key goal of antivirus vendors is to continue to grow the anti-

virus and intrusion prevention (content security) business faster
than the Internet security industry. A focus in the corporate
segment is on regional opportunity in the U.S., Europe, and
Asia. Security as a service business and web sales has a global
focus. Marketing campaigns continue to promote content
security.

Antivirus market forecasts indicate continued market growth.

Channel is significant for consumer markets, and network
evolution is significant for corporate markets. Markets at $2.6
billion in 2003 are expected to reach $9.4 billion by 2009. This
is the two-hundred twenty-ninth report in a series of market
research reports that provide forecasts in communications,
telecommunications, the internet, computer, software, and
telephone equipment. The project leaders take direct
responsibility for writing and preparing each report. They have
significant experience preparing industry studies. Forecasts are
based on primary research and proprietary data bases. Forecasts
reflect analysis of the market trends in the segment and related
segments. Unit and dollar shipments are analyzed through
consideration of dollar volume of each market participation in
the segment. Market share analysis includes conversations with
key customers of products, industry segment leaders, marketing
directors, distributors, leading market participants, and
companies seeking to develop measurable market share. Over
200 in-depth interviews are conducted for each report with a
broad range of key participants and opinion leaders in the
market segment.
BUDGETS
With the current state of the economy, budgets across
organizations are being slashed and the IT/Security department
budgets are no different. As a result, organizations are looking at
ways to reduce their costs, yet remain or still try to become
compliant with numerous regulatory mandates. So, what
organization would not want to have free antivirus? Now, what
if I threw in a smaller footprint and a reduced load on system
resources than traditional antivirus applications?
Last week, Panda Security announced the public beta release of
their free cloud-based antivirus “thin-client” solution. Panda has
stated that this solution will result in 50-percent less impact on
PC performance when compared to fat-client signature-based
antivirus programs. While this product is more intended for the
home-user, several other services and products intended for
commercial and government organizations exist. As such, one
must look at the implications of moving security operations into
the cloud before introducing them into the enterprise.
Cloud computing offers reduced hardware costs by moving
hardware and administrative duties off-site. But as a side effect,
your organization’s sensitive information is accessed and may
be stored off-site. In this entry, I am not going to go through
every question you should ask your cloud-services provider.
However, before you start using these services, you should
ensure the third-party address the following high-level issues
that meet or exceed your own requirements:
• Data storage
• Data access methods
• Physical security
• Access control

• Anti-Malware.ru, an independent analytical organization

that focuses on information security software, announces
the publication of its latest annual report “Analysis of the
Russian antivirus protection market 2007-2008”

• The final figures for the Russian antivirus software market

in 2008 amounted to$210 million, which represents an
increase of 57% compared to the last year. Though the
growth rate of the market becomes slower (94% last year),
it remains rather high.
• Kaspersky Lab continues to lead the Russian market, with
sales of $98 million and a market share of 46.6% in 2008.
This result was achieved primarily due to the success of the
 company in retail: last year Kaspersky Lab presented a new
version of products for home users. Good results are also
shown in SMB and government segments.
• Eset got the second place with sales volume of $43 million
and with a market share of 20.5%), due to the great results
in retail that is approximately 50% of all their sales volume.
Moreover, Eset continues to actively develop the partner
system and to carry out an aggressive marketing policy.
• The third position on the market is occupied by Symantec
with sales volume of $31 million. Its market share
decreased from 18.4% to 14.7% in 2008. The company
received most of its profits from enterprise segment, but it
wasn’t successful in retail as Kaspersky Lab or Eset.
• DrWeb, another Russian antivirus vendor, strengthened its
position on the market. It occupies 7.4% of the market with
the sales volume of approximately $15 million. First of all
this can be explained by their successful project DrWeb
AV-Desk (Software-as-a-Service).
• The market share of Trend Micro continues to decrease in
2008. The reason for that lies in internal problems of the
company’s exclusive distributor in Russia, and in a
lowering of the attractiveness of the company’s products
for its partners. McAfee has the similar problems in Russia.
The situation was about to change in 2008 — McAfee has
opened an official representative office in Russia, but it has
not still effected on the market.
• Panda Security closes the list of the main players on the
Russian antivirus market with the share of the market of
approximately 1.5%. The share of this company is
decreasing from year to year. The rest of the players have
shares not exceeding the 1% barrier and therefore they are
not included in the detailed analysis.
• Overall, the top three companies (Kaspersky Lab, Eset and
Symantec) together earned $172 million, accounting for
82% of total antivirus software sales in Russia. This fact
points to a virtual monopoly of the market by those
vendors, which push out of the market the other players.
• It is expected, that the market growth will be much slower
than it was during the last several years because of the
global economic crisis in 2009 — it will hardly exceed
30%. The Anti-Malware Test Lab experts forecast that
sales volumes of antivirus software will reach $270 million
in Russia in 2009.
• “In spite of the global economy recession, the antivirus
market will continue to grow. We believe that antivirus
software is one of the key IT services for any business and
people don’t save money on IT security even in tough
economic times. Those vendors, who sell mostly to large
enterprises, will be in much better position this year than
companies focused on retail and SMB. In our opinion the
IT security budgets in businesses will not be considerably
cut this year, while consumers will tend to save on such
things as software”, said Sergey Ilyin, Managing partner of
Anti-Malware.ru.
SALES FORECASTS
Worldwide anti-virus software revenues hit $4bn last year, 13.6
per cent up on sales from 2004. According to analyst firm
Gartner, the market is almost evenly split between enterprise and
consumer sales, with shares of 51.5 per cent and 48.5 per cent
respectively.
Gartner reckons the consumer market for anti-virus software is
becoming commoditised, a development it reckons will spur
product changes that will impact on enterprise software
products. Chief among developments in the consumer segment
is a move towards offering all-in-one security suites, which offer
firewall and anti-spyware features as well as defences against
computer viruses and Trojans.
The top three vendors - Symantec, McAfee and Trend Micro -
accounted for 86 per cent of the "mature" anti-virus software
market in 2005. Symantec remained ahead of the competition
with a market share of 53.6 per cent with McAfee (18.8 per
cent) and Trend Micro (13.8 per cent) occupying the other
places in the podium. Spanish based Panda Software only
garnered 3.2 per cent of the market last year but strong sales to
European small business pushed sales up 23.9 percent in 2005,
giving it the highest growth figures.
Gartner reckons the anti-virus software market will continue to
enjoy double digit growth over the short term but warns against
vendor complacency.
"The market for stand alone anti-virus and anti-spyware
products for businesses and consumers will eventually start to
decline as interest for end-point security product suites continues
to grow," Gartner principal research analyst Nicole Latimer-
Livingston said. "In addition, Microsoft's entry into the
consumer anti-virus market is expected to unleash stronger price
competition, which will likely lower the overall market revenue
opportunity