Trend Micro Folds MDM in Data Protection Suite

It’s well established that the rise of mobility and consumerization trends have created complexity, opened up threat vectors and elicited scads of security issues that have resulted in a healthy wariness around mobile data.  So it’s small wonder that mitigating risk and upping data protection around that platform has become a bigger channel win. With that as a lever,Trend Micro Inc. is attempting to gain a bigger entry into skyrocketing mobile device management markets.

The Tokyo-based cloud and endpoint security firm launched its Enterprise Security and Data Protection suite. The aim? To mitigate risks around attacks and data breaches across a growing number of IT platforms that range from mobile devices to removable drives.

Trend Micro’s new data protection suite essentially puts an umbrella over the firm’s data protection offerings, incorporating data loss prevention, USB device control and MDM, as well as endpoint and e-mail encryption. The solution is backed by Trend Micro’s global cloud-based Smart Protection Network.

“Unlike our competitors who think about data protection from the perspective of a single device or app, Trend Micro’s approach is to protect end users across the spectrum of devices and applications that they need to perform their jobs,” said Ron Clarkson, Trend Micro vice president of enterprise mobility. “This is the only approach that can prepare organizations for the range of threats targeting end users and corporate data in today’s IT environment. Deploying Trend Micro Enterprise Security and Data Protection across endpoint, mobile, mail, and gateway enables organizations to reduce risk while still embracing consumerization.”

Meanwhile, in light of Big Data and analytics trends, many organizations have adopted a risk-based approach to data protection. That said, while data protection solutions are at various stages of growth, for the most part they’re not anticipated to experience a steep uptick anytime soon. The global encryption software market is expected to grow at a healthy, albeit not necessarily exponential, CAGR of 13 percent between 2010 and 2014. Meanwhile, data protection and recovery revenue growth was a few steps above anemic, reaching $1.24 billion at a 4.3 percent CAGR, according to a December IDC report.

However, taking a data-oriented stance will likely be the vehicle – and the differentiator — that Trend Micro hopes to leverage in order to make greater inroads into highly competitive mobility markets.

BYOD trends are continuing their sharp upward trajectory. And the MDM market, still nascent and immature, is rapidly filling with contenders attempting to secure a stronger position as the industry takes shape.

But, as previously mentioned by Channelnomics, security vendors inching into mobile device management often have their backs up against the walls. For one, they’re forced to add new interoperable infrastructure and capabilities that often represent a radical departure from their mainstay core offerings. And they’re also tapped to find increasingly new ways to differentiate from well-established and dedicated MDM players — as well as each other —  if they want to remain in the game.

Last year, Trend Micro entered the race with its own MDM solution, but since then has failed to keep pace with industry peers such as Sophos Ltd., or even Symantec Corp. that have steadily assaulted the market with serial releases.

Now, its comprehensive security and data protection suite attempts to add relevance and value to its mobility offerings as the firm takes another stab at its competition. And bundling its MDM offerings into a more comprehensive data protection package might be a way partners can introduce the firm’s mobility solutions to customers that gives them a bit of a market edge.

The MDM market is still shaking out and the clear winners have yet to be determined. And Trend Micro, like many of its peers, still has a fighting chance. But it will likely have to double down on its efforts and keep steadfast focus on strategy and objectives, if it wants to continue to see further gains.

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