AhnLab announced the delivery of its security products and services to the US market during the RSA Conference 2012. This is a significant move from Korea's largest security company to position it as a global security-technology provider. The company offers a range of products and services including endpoint software, network security appliances, to mobile security.
AhnLab, in the earlier days was heavily focused on the antivirus market and was trying to find a way to expand as the AV market is becoming highly saturated. Ahnlab invested resources on development of new technology and tried to expand its business model by offering appliances as well as services to its customers. This move was successful and helped to diversify its revenue stream as well as increase its customer base. As security threat levels are evolving and changing quickly, vendors with more complete solutions such as Ahnlab, are gaining competitiveness in the market. This is because products like Ahnlab can provide centralized management of security threats by utilizing its software, hardware and service capability.
AhnLab announced its three strategies to deliver its advanced security products and services to the US market. The company’s strategy includes: the expansion of partnerships and distribution channels; delivering its specialized security solutions for each industry’s requirement; and strengthening the market through local marketing activities.
Some of the interesting points which are highlighted in the press release are:
Cosmi Finance LLC is to bring AhnLab V3 Secure Cloud antivirus solution to OfficeMax in March 2012, and US-based other big box retailers in near future.
- For technical partnerships, AhnLab has partnered with SafeNet. AhnLab recently announced that SafeNet’s eToken USB-based authenticators are integrated with AhnLab’s AOS Security Secure Browser and AOS Anti-Key Logger to ensure the authentication of US Cornerstone Community Bank’s internet banking users and transactions.
- AhnLab will work together with Intel, Inc. to bring more robust security performance to its solutions. AhnLab will integrate Intel’s leading hardware-security technology ranging from Intel® Core™ processor-based Ultrabook to Intel® Xeon® processor-based server platform with its industry-leading software security technology.
- AhnLab is planning to deliver its specialized security solutions and values to meet each industry’s requirements. AhnLab Online Security (AOS), an integrated security service for online transactions, including internet banking, to protect against security threats such as ZeuS and Spyeye, is already delivered to Santander, Bannamex in South America and Cornerstone Community Bank in US. It will help global financial institutions to fulfill the guidelines such as FFIEC’s.
- AhnLab V3 Secure Cloud is an integrated security suite that protects against the latest security threats to computer and Android mobile device by combining real-time antivirus and anti-spyware with network, web, email security and PC management tools in a single integrated solution. Since the product covers both PC and Android users, and has a strong retailer, OfficeMax, AhnLab will focus on delivering integrated security values to both individual PC and mobile users.
IDC believes that this move will boost AhnLab's business and help to recognize it as a global security player. It has clearly emerged as a market leader in Korea but it would be very interesting to watch how they do business in the US. As we transition into a decade of innovation and industry transformation enabled by the four pillars of technology: cloud, mobility, social and big data; security will be playing a very crucial part. This environment will be supporting millions of current and next-generation industry solutions and is designed to compete at emerging markets scale and economics. With AhnLab's recent entry into the mobile security market, IDC believes that the company's opportunities will continue to expand in the growing identity ecosystem.
As IDC mentioned in its predictions, there are challenges that Asian vendors face as they expand into foreign markets. In order to mitigate this, vendors should have the right plan in place and more significantly, the right team to execute it. In many cases, having the right team will involve hiring local employees and providing them with the ability to localize products and business decisions. Also, any expansion into a new market requires bridging cultural and operational gulfs, and many businesses have difficulty doing this well. To go global, they have to overcome disadvantages in talent acquisition, technology and brand recognition. Additionally, tapping international channels can pose a challenge.
IDC believes that to evolve into one of the leading IT vendors, AhnLab will need to invest further in enhancing its endpoint, mobile security and services capabilities, especially with regard to cloud, vulnerability management, governance, regulations and compliance (GRC). Additionally, the expansion and the building of a larger company involve strong partners and alliances, which AhnLab must work on achieving.
Despite these challenges, IDC believes that this offering is well suited to customer needs. If AhnLab is able to ensure that they are properly developing and measuring the marketing and execution plan, this offering will be successful in the market.