Infographic: Who’s Buying From Threat Management Vendors Right NowPosted on 02 May
Threat Management is all about cybersecurity, preventing security breaching and any digital-nightmare you can imagine from happening to your business and it’s property. For all of the obvious reasons, these vendors are used by serious companies with serious amounts of data they must protect, at all costs. Large corporations with massive customer bases, small businesses with super valuable data they must protect, everyone needs to be secure in this day and age.
So who wants to buy from these vendors? Everyone, is the simple answer.
These companies need to know who to target, which seniority level, if their company is favored by specific niches and so on.
Every company does, so we ran a test using our own system to understand which vendors own the Threat Management market.
This is what we found…
Who owns the general market?
Juniper are a huge business. They are the biggest name in the list of vendors we have pulled together for this industry. Sophos, Fortinet and SonicWall are the top vendors, closely followed by Checkpoint. WatchGuard and Barracuda are behind with less than 5% of the market share each.
When we entered these vendors into our system, we did expect Juniper to have a large share of the market. With slightly more vendors in this list than in other Infographics we have ran before, we expected less dominance than they actually have.
Company size intent
Usually the SMB market shows the most intent to buy, regardless of which industry we examine. For the first time, we see that the Enterprise space is not the smallest part of the group of buyers showing intent to buy from these vendors, but the largest. The SMB space is 2nd largest and the Mid-Market the smallest, a shake up we did not expect.
It does make sense on reflection, consider how advanced and complicated cybersecurity is. Any advanced system is going to cost serious money. Multiply the cost by the large portion of companies that are making the news with cyber breaches within the last few years, it would lead you to think about tightening your cyber security. That is especially the case if you work for an Enterprise company with a wealth of data that must be protected.
Who owns the SMB market?
This is where we see a few changes. Barracuda are down to just 2.4% of the market share in the SMB space, where WatchGuard are up to 10.4% of the market share when they have under 5% of the market share in general.
Juniper are the dominant vendor in the SMB space, but Sophos is close behind them with 22.4% of the SMB market share. The only other vendor close to them is SonicWall who has 15.2% of the SMB market share.
Usually, the SMB market is owned and dominated by one vendor in our other Infographics. In this industry, we should see the dominant vendor take a much larger share of the market. Especially in the sector that we find the most signals of intent to buy from, which is the Enterprise space in this case.
Who owns the Mid-Market?
This is the smallest section of the market, which is where we can see the largest changes compared to the other sections of the market if we see any changes at all. The SMB market is owned by Juniper but the Mid-Market is owned by SonicWall, very closely followed by Checkpoint and Fortinet.
Sophos drops down to 9.1% and WatchGuard is down to 4.5%.
The Mid-Market may not be the perfect client-size for these vendors, which may be why we see such a shake up here.
Expect more changes in the Enterprise market…
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Who owns the Enterprise market?
This time, we see Juniper rises to the top. They own 38% of the market share in the Enterprise space, which is no surprise given they are the dominant vendor in the whole market. Sophos is back to 21.3% of the market share from their dip in the Mid-Market.
Barracuda drops to 1.3% of the Enterprise market share, but WatchGuard has less than 0.1% of the Enterprise market share. This is not uncommon, but it is a surprise to see a vendor drop out of the list in the largest sector that we found signals of intent to buy from any of these vendors.
It is interesting to see that besides Juniper and Barracuda who are the vendors at the top and the bottom of the Enterprise space as shown by this data, the other vendors are very close. Fortinet takes 14% of the market, 12.7% is taken by SonicWall and CheckPoint takes 12.7% too.
This may be because the Enterprise space is the prime sector that these vendors market and sell to. Apart from the dominant vendor, the other top vendors we found are all very close in terms of market share. This suggests the Threat Management space is very competitive. In some industries, we can see one or two vendors totally dominate the market and the others make up a very small segment of the market. But in competitive markets, we see that vendors share a similar piece of the market each.
Intent signals by seniority
There always is a surprise in this data, which is why it is so valuable. Usually the Management level and C level staff show the most intent to buy. But think about the data we have reviewed here, the Enterprise market is the key section of the market. Enterprises have a lot of decision makers, they have a lot of management level employees. They do not have tons of C level staff, but may have more Director levels than smaller businesses. You can commonly get multiple Directors working within the same department.
So it is still a surprise but it makes sense that the Management and Director levels show the most intent to buy from any of these Threat Management vendors. It’s our estimate that the Management level employees are impacted day by day in regards to the security of their company information, they are actively working to secure their data. These Management level employees are reporting to their Directors, which is where the high levels of intent shown from Management and Directors comes from.
Thee C level makes just 8.4% of the data we collected here, where VP’s are just 9.6% of the data as well.
Want to know what your industry would look like? Let us know and we will find out.