As Infosecurity Europe 2019 comes to a close, we’ve taken a moment to reflect on how the conference – and the industry – has evolved.
If there is a key takeaway this year, it’s that there has never been a better time to be in cyber security. The industry is booming: 2018 saw $40.2 billion of investment – expected to increase to $133 billion by 20221– and the number of new vendors springing up is ever growing. At Infosecurity alone, over four hundred brands2 competed to be heard this year over the course of the conference’s three days.
To gain an understanding of the average number of vendors used by an end user, we spoke to CISOs and Architects within the FTSE 200 space. Most settled around an average of 80, but with consolidation being a key objective for 2019. This comes as positive news for many of the major vendors who have been working on expanding their security portfolio, such as Palo Alto Networks who have recently announced acquisitions of SEDCO, Twistlock, and PureSec3. Many of the CISOs and Architects spoken to also stressed that in the coming years vendors will need to improve their channel strategies, and working with one larger integrator that can select and support multiple vendors was extremely desirable.
What is apparent is that end users don’t want for choice – so much so that the Infosecurity noise can be difficult to navigate. We believe there is a huge need in the industry for vendors to be noticed, to stand out from the noise and differentiate themselves – great technology no longer sells itself. Speed from product development to sales is more important than ever, but sales alone won’t keep new vendors alive. Dominating market share and investing in innovation is key.
We loved seeing vendors upping their game this year with above the line advertising. En route to Kensington Olympia vendors such as Mimecast caught our attention by advertising at Clapham Junction, and inside Olympia Crowd Strike and Tripwire dominated the entrance and exit halls. The investment these vendors made in advertising this year gave them clear credibility – one only had to walk by their busy stands to see the impact these investments had made.
A stand out from the show this year was Akamai’s Star Wars theme. You couldn’t miss Darth Vader and his Stormtrooper roaming the aisles, and their light saber giveaways went like hotcakes. Akamai were kind enough to give me one to bring home for my daughter, and I was later stopped over 20 times by other visitors wanting to know how they could get their hands on one. No doubt Akamai drew a significant number of visitors to their stand this year – even if some were only there for a free cocktail and a light saber! To capitalise on their Infosecurity success, it’s now critical for Akamai to sort through the noise and target those of their visitors with a genuine interest in their technology.
Overall, this year’s Infosecurity Europe conference was bigger and better than ever, with established players impressing, and new vendors exciting. We loved getting the chance to meet up with clients and industry friends – after all, catching up with old colleagues for drinks is an integral part of the Infosecurity experience. We are more excited than ever to be part of this phenomenal industry and are looking forward to the opportunities this year’s conference will bring. To learn more about FMXA and how we can assist with your company’s marketing efforts, click here.