8 GHz Processor, 512 MB RAM, Windows 7, XP, Vista
Windows 7, XP, 256 MB RAM, 200 MB hard disk space, IE 6.0/Firefox 2.0
Intel/AMD, Windows 7, XP, Windows 2000, 55MB
Windows 7, XP, Vista, 300 MHz for XP, 1 GHz for Windows 7, 256MB RAM, 300 MB space, IE 6.0, Firefox 3.0, Chrome 10.0
Pricing and Validity
Avast! Internet Security / Pro - $39.99, Secure Line - $69.99
Antivirus - $39.99, Internet Security - $54.99, Premium Security - $69.99, File Server - $39.99, Linux Server -- $162.99, Email Server - $149.99, Antivirus Business Edition - $89.99, Internet Security Business Edition - $125.99
Free
Smart Security - $53.99, Antivirus - $39.99, Cyber security for Mac - $39.99
Antivirus - $39.99, Internet Security - $49.99, Norton 360 -- $59.99
Brand Positioning
Price -- Free, Product- Best Protection, Varying levels of protection, Maximum Business Protection
Product -- Free protection, High quality, Active Protection
Product -- Anti-annoying, Anti-expensive
Product -- Smarter, Lighter PC Protection
Product - #1 in Security Software, Symantec Authentication, Trade-in, Trade-Up to Symantec
Unique Features
Heuristics Engine, Real-time Shields, Greater Usability, Hybrid Cloud Technologies,
Award winning antivirus, Highest level of protection, Business Partner Program
Real-time protection, Comprehensive malware protection, Alerts only on specific actions, Efficient, Compact, Digital Signature Service,
New Parental Controls, Internet Security Training, New Gamer Mode, Multi-layered Protection, Online / Offline Protection, Advanced On-access Scanning, Threat sense technology, Cost Effective, Flexible, Customized, Live Grid, Interactive
Top ranked, comprehensive, smart and effective protection, Seamless technology, Easy to use, PC Tuneup,
Other Features
Smart Updates, New Protective and Hi-Tech Features, Endpoint, File Server, Email Server, Avast Community
Remote Support, 100% Money Back Guarantee, Rated best value for money
Easy to use, Simple to install, Automatic Updates, Award winning protection
Secure, Proactive Protection, Built for Speed, Easy on You, Seamless Updates, Interactive Comparison, Fast Scanning,
Cybercrime Tool, Web-based Backup, Silent Mode, Monthly Report, Power Saver Settings,
On-site Support
Yes
Yes
Yes
Yes
Yes (24x7)
Scalable
Yes
NA
Scalable only upto 10 users
NA
Yes
Partners
Affiliates, Resellers
Distributors, Re-sellers, Affiliates, Technology Partner
The Link Logo Program (Allows financial institutions, academic institutions, business that has consumer facing to offer the software at no cost, OEMs and System Builders can pre-install the software in the product at no cost
Worldwide Business Development Partners (Provide high margins, Dedicated development exercise, Licensable multi-function engine for Windows & Linux
Partner Programs (Channel Partners, Service Providers, Technology Partners, Global Strategic Partners, Specializations), Symantec University for Partners,
Website
http://www.avast.com http://www.avg.com http://www.microsoft.com http://www.eset.com http://www.symantec.com
North America Antivirus Product Market Share
Microsoft made its biggest gains in this category, with Security Essentials increasing 6.6% over the previous six months for a total market share of 21.3%. This is much more than twice the 8.2% of its nearest competitor, avast! Free Antivius, which lost almost 1.5%. Total Defense (CA) Antivirus Plus also experience a big gain of 4.6%, resulting in 6.1% of the market and a remarkable climb from 18th to 4th position on the list. The remainder of the top five -- AVG Antivirus free edition (#3) and Norton Antivirus (#5) posted losses of about 2% each. In contrast, Norton's second product on the list -- Internet Security -- gained 1.8% of the market for a 3.5% market share. Overall, the top 11 AV products in North. America increased their combined dominance of the market, with a gain of 6.2% for a total of almost 70% of the market. Nearly half of the market is controlled by the top 5 products
Worldwide Antivirus Product Market Share
Avast! Free Antivirus continues to lead the worldwide market at 13.5%, an increase of 1% over the 6-month period. Usually this increase would reinforce the top product's position, but Microsoft Security Essentials is close behind and narrowing the gap. Security Essentials has almost 13% of the market, and with a 2.3% increase, is gaining at a much faster rate than that of avast! Free Antivirus. The third-most popular product, ESET NOD32, also increased its share to 8.3%, a gain of 1.2%, while the next three competitors each lost more than 1% of the market. Further down the list, the biggest gain in the challengers came from Norton Internet Security, gaining 1.5% for a total market share of 2.8%. Avira Free Antivirus and Norton Antivirus show the biggest loss at -1.5% each. The top 11 products showed a slight increase in their control...
Market Strategy
The following are the marketing objectives during the first year of operation:
To position the company as one of the 'Premium antivirus software' in the industry
To increase awareness and establish a brand name and recognition of its antivirus products to increase the exposure
To establish an image of the company as an organization that is professional, technologically advanced, reliable and highly positioned in the market
Try to bring AAA software as 'Top of the Mind' brand within the target segment
To establish a strong base in the market and achieve a turnover of during the first year of operation. The marketing plan is designed to establish a strong base over the next 12 months of operation after which AAA Software can upscale to projected revenue of - and - during the second and third year of operation
Focus Areas
Attract customers who are using competitor's antivirus competitors
AAA Software will attract customers by providing efficient and quality product to its customer
AAA Software will offer value-added services along with the product to attract customers
New customers who require antivirus software
Be it customers or businesses, AAA Software will create visibility through its various promotional strategies
Enhance focus on online marketing will be done to promote the products
Actively follow the market to acquire more new customers
Non-users of antivirus software o AAA Software has realized that about 20% of the market is not using the antivirus software. Capturing a small share will increase the market share of the company
Marketing Strategy
Make it easy for new customers to experience the software
Build a network of partners who have complementary relationships with your target customers
Leverage testimonials from customers who have used the product
Promote the software by submitting it to as many download sites and directories possible
Affiliate Marketing is one technique with which people will promote and sell the software products from their websites
Pay per click advertising is a marketing technique to bid for relevant 'keywords' that brings pertinent results to the product sold
Target Geographic Market
New customers who require antivirus software
Be it customers or businesses, AAA Software will create visibility through its various promotional strategies
Enhance focus on online marketing will be done to promote the products
Actively follow the market to acquire more new customers
Non-users of antivirus software
AAA Software has realized that about 20% of the market is not using the antivirus software. Capturing a small share will increase the market share of the company
D1: 4Ps.
Market Entry Strategy
Market Penetration Strategy
AAA Software will gain the competitor market share by pricing the product at a competitive price (called "penetration pricing") for its premium product and a free product for its antivirus software which would bring in first time users and also act as a tool in switching customers of competition
AAA Software will provide other value-added services which will attract many users to their company
Intensive promotional and branding activities will enable greater reach and better market penetration
Attract customers from competitors by focusing on their Unique Selling Proposition (USP) and Value Proposition
The company will have strong alliances and partnerships with software vendors who will provide additional business.
Antivirus Software Market Trends and Tendencies
By examining these leaders, we are able to look more closely at market trends of antivirus and how these market trends are influenced by the features of these antivirus products. The antivirus market tendencies are not only established by market leaders, but the infections that continue to be released all the time. Market leaders set the trends by reacting to threats quickly and keep their product dynamic and up-to date11.
User Friendly Interfaces
• Primary reason for a vast success in the market is because it has the easiest of user interfaces available in the market today. Aviary and AVG also have very good user friendly interfaces, but there is a problem with these products
• Each year, even though the options remain similar, they change the theme or the style of all the options. The regular users who find it irritating to map the functionality of the new model of antivirus protection
Frequent Updates to the Virus Database
• Another key features for the success of antivirus software is the frequent updates. The security solutions are updated almost weekly with latest updates. Microsoft Security Essentials (MSE) is another top product in North America which is gaining popularity
Real Time Social Networking and Email Protection
• With the advent of technology, internet and social networks, high magnitude of data transfers is bound to happen…
