Menu
The Russians are coming, but quietly

The Russians are coming, but quietly

STEALTH is the secret weapon being used to win users over to Russian antivirus vendor Kaspersky.

Instead of launching into a marketing war with larger players such as McAfee, Trend Micro and Symantec, the company’s regional agent plans to gain ground by enlisting more channel partners.

Sydney-based Microbe distributes, markets and supports Kaspersky in New Zealand, Australia and Oceania. Last month the company appointed Alison Conti as channel account manager to focus solely on New Zealand. She is responsible for supporting existing partners and finding new recruits.

Raelene Forbes, Microbe channels man-ger, says instead of supplying local resellers directly, the company is looking for partners who can support their own channels.

Applied Insight of Auckland already supplies the range here, but Forbes believes another two or three similar partners can be supported. “We see more potential and want to expand the channel,” says Forbes.

The company is working with Applied Insight to help them do this, but is also talking to other potential partners.

Alan Candy, Applied Insight managing director, says he would welcome the competition, as long as it not too intense.

“Competition is good for the end-user, but too much could dilute the market,” he says.

“If it gives the product more exposure, that has to be good.”

Applied Insight has been dealing with the brand since 1996 and Candy is keen to work with Microbe to grow the market. He agrees with Forbes that Kaspersky has not reached its full potential here. They say the product outperforms many of its larger rivals in many respects, with its incremental virus definition updates and high detection rates, for example, and should enjoy wider adoption in New Zealand.

However, marketing is an issue. Microbe does not have the budget to compete head-on with the larger vendors, which is why it wants to expand the channel. “They talk to customers all the time and can present Kaspersky as a good alternative,” Forbes says.

Candy says more marketing is needed to raise awareness of the brand and its capabilities. “It is a good product, we just hope to have more marketing.”


Follow Us

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Brand Post

Featured

Slideshows

The Kiwi channel gathers for the 2020 Reseller News Women in ICT Awards

The Kiwi channel gathers for the 2020 Reseller News Women in ICT Awards

Hundreds of leaders from the New Zealand IT industry gathered at the Hilton in Auckland on 17 November to celebrate the finest female talent in the Kiwi channel and recognise the winners of the Reseller News Women in ICT Awards (WIICTA) 2020.

The Kiwi channel gathers for the 2020 Reseller News Women in ICT Awards
Leading female front runners honoured at the 2020 Reseller News Women in ICT Awards

Leading female front runners honoured at the 2020 Reseller News Women in ICT Awards

The leading female front runners of the New Zealand ICT industry joined together for the annual Reseller News Women in ICT Awards event at the Hilton in Auckland, during which hundreds of guests celebrated 13 outstanding individuals who won awards, chosen from more than 50 finalists representing over 30 organisations.

Leading female front runners honoured at the 2020 Reseller News Women in ICT Awards
Channel gathers to celebrate the Reseller News Innovation Awards 2020 winners

Channel gathers to celebrate the Reseller News Innovation Awards 2020 winners

More than 500 channel leaders gathered in Auckland on 21 October at the ​Reseller News Innovation Awards ​2020 to celebrate the achievements of the New Zealand technology industry's top partners, start-ups, vendors, distributors and individuals.

Channel gathers to celebrate the Reseller News Innovation Awards 2020 winners
Show Comments