It’s been seven months since the WithSecure brand emerged from F-Secure, and the company decided to focus its channel partners on the enterprise security market.
According to Dean Porter, regional vice president for the UK and Ireland at WithSecure, one of the main motivations for the change was to make it easier for partners to talk to customers about a tight business proposition – and this ambition has been achieved.
“We had the company split off and we changed our name to WithSecure. How has this helped us with the channel? I think it just brought clarity. It gave us the opportunity to tell the story of how we work with partners to support organizations with their security needs, but to tell that story specific to commercial organizations,” he said.
“Instead of having to explain what we don’t do or who we aren’t, we’re just going to talk about what we have, from the product line to the services, to the expertise, the skills that we have. have , which we can share with organizations and our partners,” he added.
The vendor also saw increased interest across the channel as more partners took note of the new branding and strategy and sought to engage.
“We’ve seen a lot of traditional VAR [value-add resellers] and MSP [managed service providers] move into this MSSP [managed security service provider] space and service delivery to their customers,” Porter said.
“We have seen the growth of our partners. You know, I think if we look at the Top 100/200 lists, we see a lot more of these partners engaging with us in conversation and, in some cases, onboarding them as partners going forward. We always want to make sure, as we always have, that we have a very intimate partnership or intimate relationship with those partners. We don’t want to have partners who are just a number to us,” Porter said.
Security remains the top concern for customers, but the chain cannot take investments in this area for granted. As the market prepares for 2023, the need to support consolidation continues, and this could be even more difficult in the event of a recession.
“This is where organizations are now looking to consolidate their security. The channel is looking at that as well – how can they recycle budgets, maybe instead of buying one product or service from vendor A, another from vendor B, and another from vendor C, how can they pull this all together under one roof,” he said.
Subscription pricing, with even more flexibility, will also increase as customers seek to spread the burden of their security investments.
“People who leave this capex [capital expenditure] model to more than one subscription model. So reducing upfront costs, spreading the cost of security, but I think it also allows people to accept more security solutions and services and budget accordingly for those services, instead of having to find this budget in advance,” he said.