New Research study delivers detailed, fact-based insight on Canadian go-to-market options that enable security software vendors to build competitive advantages by optimizing channel strategies
TORONTO, ON April 2, 2019 - The NPD Group, Canada’s only source for IT channel insights based directly on distributor sales-out data, is launching a new syndicated research study designed to help IT security vendors to align their strategies with Canadian channel realities and customer needs.
The new study, Canadian Security Channel Defined and Detailed: Demystifying the connection to customers, provides an unparalleled view into the trends shaping Canada’s dynamic – and crucially important – IT security market. Containing 27 months of data drawn from distributors who collectively account for 95% of all category sales, the report delivers insights that help vendors to understand market and competitor growth rates, trends in average selling prices and product packaging and the impact of 11 different destination channels on each of four major segments, and on the IT security market as a whole.
“The IT security market spans dozens of suppliers, each of which has presence in one or more key market segments,” says Keith Barber, The NPD Group’s Canadian President for Technology & Home. “With the increasing importance of security and privacy to all Canadian organizations, and the complexity of the supply chain, this research study meets a critical need at a critical time.”
The study also delivers detailed information on Data Loss Prevention and Endpoint, Identity and Access Management, Gateway and Firewall, and Security Information and Event Management security segments. Within (or across) each initiative sponsors can access data that informs sales targets/quotas, identifies the true size and strength of competitors, and validates product/packaging and channel mix decisions.
“NPD data is used throughout the industry to build the fact-based strategies needed to develop key channel segments,” says Ed Galasso, Vice President and General Manager of Tech Data Canada. “The insights derived from [NPD’s] DecisionKey® tool help inform our decisions as we drive growth for Tech Data and its channel partners.”
The new report includes access to detailed security channel data for 2017, 2018 and Q1 2019, along with tailored presentations that help vendors to understand and act on channel and competitive trends. Ali Naqvi, Executive Director, IT Retail and B2B at The NPD Group Canada, notes that vendors need a combination of both reliable data and fact-based analysis from deep market experts. “Our clients need data – not just estimates – to support business decisions. They rely on NPD to structure that data so that it answers business questions, and to provide insight into its business meanings and implications.”
In addition to delivering data and customer-specific analysis and recommendations, NPD is working with partners to host a “Canadian Security Channel Defined and Detailed: Demystifying the connection to customers” meetup in 2Q19. At this session, interested parties – vendors, channel members, customers and other Canadian security thought leaders – will have an opportunity to discuss the key issues involved in aligning the dizzying array of security solutions with real-world business needs.
NPD has enlisted leading IT analyst Michael O’Neil to help with the development, positioning, support and delivery of the syndicated research study. Author of hundreds of cutting edge IT industry reports and three acclaimed IT business books, O’Neil has led advanced channel workshops in a dozen countries, and has delivered original research on both channels and security topics.
Canadian Security Channel Defined and Detailed: Demystifying the connection to customers begins delivery in April, 2019, and is available today to interested sponsoring organizations. For more information, please contact Michael O’Neil at firstname.lastname@example.org