Evolving Channel Strategies for Consumer AVYankee GroupOctober 26, 2006 11 Pages - SKU: YANL1379443 |
| The general availability of always-on, high-speed internet connections disrupts traditional sales strategies of consumer security vendors. To be successful, vendors must explore new sales channels, build more intuitive renewal features into their products and recognize the decline in importance of the retail channel. PC OEM, online direct and distribution through ISPs are currently the most important channels. Retail sales are declining across the board, but it is not yet completely irrelevant. Winners in the security market will be those who focus on building renewable revenue streams. This can be accomplished by leveraging built-in product renewal features in combination with a strong presence in the top sales channels. Security vendors who fail to aggressively pursue customer renewals will find their viability in question. |
