Over the past 26 years, we’ve learned quite a few things about the information security industry here at Trend Micro. It’s not enough only to design great products that keep business, consumers and governments around the world safe from the latest cyber threats. We also need to actively engage with customers, partners and industry analysts to make sure the market understands our unique value proposition. Get this bit right, and we also garner valuable feedback about how we could do things even better in the future.
That’s why each year, to complement the hundreds of other day-to-day interactions we have with analysts, Trend Micro hosts a face-to-face event, to engage and brief the men and women whom organizations around the world turn to for impartial and informed advice.
Leading from the front
This year, our two-day analyst summit at the end of October, Trend Micro Insight 2014, took us to the Renaissance Boston Waterfront hotel in the fast-growing Seaport District. In total, 33 top analysts joined a senior team of Trenders and a handful of customers for two packed days of executive keynotes, solutions updates, customer interviews, one-on-one meetings, and networking.
The highlight was co-founder and CEO Eva Chen, who articulated the Trend Micro vision: a world safe for exchanging digital information. Organizations today need security designed with three key trends in mind: consumerization, cloud and virtualization, and cyber threats. It needs to be fast and simple to deploy, low-cost and providing the flexibility needed to address the modern business world and its dynamic challenges. Trend Micro’s Smart Protection Strategy helps our customers achieve this end.
Eva also outlined Trend Micro’s threat defense expertise. With TrendLabs researchers all over the world uncovering the latest malware and assessing the latest targeted attack techniques, and a Smart Protection Network which analyzes over 15TB of threat data daily, we’re in the perfect position to help out during major security incidents. When the Shellshock vulnerability broke, for example, Trend Micro led from the front, leaping into action within 24 hours to provide updated rules to strengthen our solutions, and vital free resources on our website for our customers and the public. Trend Micro’s quick action helped contain the threat and provide key information well before many other vendors had even reacted.
The event also saw business development and marketing SVP, Kevin Simzer, share with the analyst audience how Trend Micro has organized and optimized its sales and marketing resources to achieve ambitious growth targets. VP of global channels and alliances, Partha Panda, came fresh from our Global Partner Summit the week prior, to explain how we’re refining our go-to-market strategy so that Trend Micro is more naturally attached as a value-add to key partner ecosystem offerings.
Solutions marketing leaders discussed the 2015 roadmap for our three major solutions: Complete User Protection, Cloud & Data Center Security, and Custom Defense. As if that weren’t enough, there was time for a CTO Hot Seat session with Trend Micro’s thought-provoking Raimund Genes, and a Threat Panel with three Trend threat defense experts answering analyst questions on the evolving threat landscape. Analysts also had time to focus on their specific areas of interest via over 50 one-on-one sessions with Trend Micro experts, and numerous networking opportunities.
At Trend Micro, we really value the great work the analyst community does for the information security industry, so it’s always nice to hear that our efforts to engage have been well-received. We deliberately designed Trend Micro Insight 2014 as an intimate, closed environment in which our top execs could talk candidly with analysts. According to early feedback such as this summary by one analyst in attendance, it seems that this approach went down well, as did communication of our vision, strategy and operational and solutions updates.
We’re a global cyber security leader, however; so next up, it’ll be more of the same at Insight EMEA in London on November 19 & 20. We look forward to continuing to strengthen our relationships with the analyst community for the benefit of the security of organizations around the globe.