Top dog Bullguard
Bullguard, the new kid on the security block, aims to take on the major players in the Middle East through offering both the channel and end-users a different approach to anti-virus and data security.
Bullguard, the new kid on the security block, aims to take on the major players in the Middle East through offering both the channel and end-users a different approach to anti-virus and data security. Having signed up DTN International as its Middle East distributor, Bullguard is keen to stress the value-adds it can offer.
“Any anti-virus product is only as good as its last update, and end-users expect that the product will offer full protection,” explained Anthony Barker, Bullguard channel director. “Our product provides consumers with firewall, anti-virus protection and also online backup for added comfort.”
Bullguard’s channel approach should also win plaudits, believes Barker. The company has developed a system that rewards partners on a constant basis through tracking product sell-out and matching that to subscription renewals.
“Our revenues come from end-user subscriptions. A consumer can pick up a CD from a reseller or find the product pre-installed on a PC. The product is a trial version, which they can renew when that period expires. For every end-user that renews his or her subscription, the reseller will receive 50% of that money. We always know who sold what to which user, meaning that our procedure is both efficient and fair and the reseller receives their dues,” said Barker.
Negotiations have already taken place with major A-brand vendors for bundling Bullguard with PCs. “It will be a major first step for us in gaining a deal with an A-brand name, and signals our belief in the potential of the product itself,” added Deep Bhogal, managing director at DTN International.
On the retail side, DTN is working hard to ensure that shelves are stocked with Bullguard boxes. “Our intention is to get the product into all retail segments, ranging from generalists to power retailers. Our price point will be much more attractive than the likes of McAfee and Symantec,” said Bhogal.
The final piece of the jigsaw involves payments. Reflecting the differences in how end-users pay for services, DTN is working on a method whereby consumers can pay with cash rather than signing up to subscriptions with credit cards. “At the moment, Bullguard’s products are downloadable, but credit cards are not a major factor of life here. We are mulling over plans to issue a certificate through retail outlets or through a courier service, both paid for by cash. With this certificate, the end-user can restart his anti-virus,” explained Bhogal.
“Channels are not making much margin on the hardware, but they can make money on software, and with Bullguard they can continue to make money. Short-term we are looking to be in the top three, and with this strategy and the product this is well within our reach,” concluded Barker.