Not understanding the differences between key verticals is costing security vendors lost revenues, a new report has claimed.
The IDC report into the secure content management market, which includes products such as antivirus and anti-spam, found understanding different verticals and addressing them accordingly is key to driving sales.
Research director for software and services, Tim Sheedy, said high growth in security software during the past five years had allowed security vendors to take a broad brush approach to the market. Instead, he said these vendors should verticalise solutions and take a solutions-based approach.
"At the moment we are seeing security vendors approach to different verticals is relatively ad hoc," he said.
For example, the security needs, values and outcomes of a government department differs markedly to a manufacturer that makes shoes. Pushing partners and resellers to sell an entire security suite may not be as effective as a more tailored approach, he said.
Sheedy said this problem lay more with vendors than resellers.
"There is more awareness in the channel as to what is going and needed as they are a step closer to the customer," he said.
However, the onus was on the vendors to better educate the channel on market opportunities.
'This year vendors will see opportunities starting to slow down. The way they differentiate themselves is by understanding their business issues," he said.