In two consecutive surveys, The 2112 Group found that more than a quarter of respondents pick vendor trustworthiness as a top priority for choosing an endpoint security vendor, equal in importance to partner support and slightly ahead of the perceived resilience of the actual product in preventing hacking and compromise. In fact, trustworthiness is trumped only by product quality and performance.
Trustworthiness is a leading indicator of brand and product marketability. The less trustworthy a security vendor is, the lower the marketability of its products and services. Trustworthiness also plays a role in partner loyalty to the brands they resell and their willingness to recommend those products to others.
In this report, the results of 2112’s latest survey bring the vendor integrity and trustworthiness issues further into focus, showing:
- Most solution providers express the most confidence in their current endpoint security vendor of choice.
- Symantec produces the best ROI for partners, followed by Kaspersky Lab and Intel Security, and Sophos.
- Three out of four endpoint security resellers believe their security vendor would hack, sabotage, or otherwise disrupt a competitor to gain a market advantage.
- One-quarter believe that such activity has already taken place, and one-half believe it’s possible.
- All of the major endpoint security players are viewed as likely to have engaged in unethical behavior to thwart a rival.
Trustworthiness is a factor that endpoint security vendors ignore at their peril, for it has an impact on partner performance and business decision-making in an already dynamic marketplace. The results of the 2112 poll demonstrate that endpoint security vendors must embrace transparency, promote brand trustworthiness, and raise awareness of their ethical standards – and the ongoing propriety of their actions – to keep their channel relationships in good stead.