With growing internet usage in the UAE, the brands offering anti-virus solutions have huge market to explore. Read more about need of the hour anti-virus solution providers
United Arab Emirates (UAE) offers largest consumer base for internet service providers in the Arab region. According to a study conducted in 2010 there were 37,77,900 internet users in the UAE i.e. 75.9 per cent of the population having access to internet were part of the online world. Etisalat which provides its Internet and datacomm services through its Internet business division, the e-Company is the sole Internet Service Provider (ISP) in the country. The UAE federal law restricts other players to enter the market. Although the internet and datacomm market is limited but the companies offering solutions can leverage on the massive internet user market in the Emirates by selling their products and services to home users as well as businesses.
What is anti-virus?
With increased usage of internet and unprotected computers usage, the users are posed with the threats such as spam, viruses and Trojans. In absence of good anti-virus program installed on the computers, they unwarily compromise their internet security. The malwares entering the systems via email, exchange or web servers interfere with the smooth functioning of the desktops and laptops. Therefore, the users require protecting their systems. One of the important measures is using effective anti-virus software in their computers.
The market scope
The security products are used by consumers, small businesses, Government establishments and corporate houses for protecting their computers from viruses and other vulnerable threats. Many anti-virus solution providing companies have established their distribution and reseller networks to sell their products and services in the UAE. These companies wanting to scale up to tap the growing internet market in UAE, offer huge investment opportunity to the investors to be part of their distributor and channel partner network.
Major Players
The major players in the UAE which have strong presence in the UAE market are internationally known brand names like Avira, Kaspersky, AVG, F-secure, Symantec, Quick Heal Technologies (QHT), Panda and many more.
Distribution Network
Avira has a distribution partner namely Al Seera Group in the UAE. AVG has ASBIS and Metra computer Group as distributor for Middle East. Its reseller network includes companies such as Atamam Digital Solutions, Sharjah Gulf LIne Technologies Dubai, Tatweer Technology Solutions in UAE.Kaspersky has retail reseller as well as value added distributor network in Dubai, Abu Dhabi and Sharjah. Anti-malware security solutions provider, BitDefender has partnered with 4S Technologies, a leading specialty distributor of advanced network technology and IT Security solutions in the MENA Region. RAS Infotech has appointed Carapelli Computers as authorised retail distributor partner for F-Secure antivirus for UAE and Oman.
The brands provide complete training to their network partners. The regular training programs impart the channel partners with the necessary information for the latest products, technologies and latest market conditions.
Current scenario
Owing to growing internet usage in the region, the demand for anti-virus/anti malware technologies is also increasing. Thus, the manufactures are developing their supplier network to grab larger share of the market. F-Secure Corporation in MENA region has signed a retail distribution agreement with Carapelli Computers in Dubai, UAE to strengthen its retail business in UAE and Oman. Carapelli, which is a specialised IT distributor in UAE, will promote F-Secure's Internet Security, Mobile Antivirus and other retail solutions in UAE and Oman. India based Quick Heal’s partner network is spread over 50 countries in the world and collaborates to give customers the best possible solutions. Quick Heal Technologies has recently launched its global expansion programme, including the Middle East region. Abhijit S Jorvekar VP Sales & Marketing, Quick Heal Technologies (QHT), shares: “We already have our strategic partner ‘Quick Heal Middle East’ in Dubai for the entire region. We also have the fastest growing distributing channel network in each country in Middle East. We plan to continue growing the channel network in this region to be able to cater to a wider audience. We would be appointing more distributors, retailers, system integrators in international market like Europe, USA, South East Asia, Middle East, Africa and CIS regions.”
Selecting partners
The brands select their partners for the distribution, retail and reseller network considering factors like financial strength and market reach. The capital requirements to partner with the brands are variable depending on the location and size of the territory. Jorvekar while explaining the selection criteria of the distributors and resellers for their brand 'QHT' says: “When it comes to investment we understand that partners are our long term assets and we would like to tie-up with those partners who have reach in the market and are committed to our products and strategies. We finalise the investment structure based on the partner strength, reach and commitment which are flexible to join us at any point of time.”
Challenges
Every channel partner brings different value to the brand as the market for anti-virus products is dynamic and competitive. There is no one size or shape of the partner that fits all. It depends on many factors including the cost and complexity of the product, the customer purchasing cycle process and renewal timeframe, the competitors’ strengths and weakness and the support infrastructure that the supplier has, or plans to have in place. Therefore, the brands select their partners carefully.
Road ahead
With technological advancement and fast paced IT environment, there is huge scope and long term business opportunity for both the anti-virus software companies and their sales partners in the Middle East. The antivirus companies aim to have effective distribution channels to capture market and increase their customer base. They can achieve profitable market penetration through optimum distribution and reseller networks and after-sales service channels. Also, the key to success of the partner network lies in the excellent technical support team to provide after sales service and maintenance.
