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Cyber security: selling to small and medium-sized businesses

20 February 2020 | Research

Tom Rebbeck Igor Babić

White paper | PDF (17 pages) | Cyber Security


Welcome to our first collection of articles looking at security, with particular focus on the small and medium-sized business (SMB) market (that is, firms with up to 1000 employees).

Cyber security: selling to small and medium-sized businesses

Many vendors give less attention to SMBs than to large enterprises. SMBs can be harder to serve, spend less, are more price-sensitive and often value ease of use over the performance or features of a solution. However, we believe that SMBs occupy an exciting area of the market; indeed, spend on security continues to grow as firms look to improve their protection. We forecast that SMBs’ spend on security worldwide will almost double between 2019 and 2024 (from a starting point of USD50 billion). Limited vendor attention means that this market is not well-understood and is often poorly served, but it offers a lucrative opportunity for providers who do get their product right.

The articles featured in this brochure give a flavour of our security research. They cover the following topics.

  • Cyber-security vendors’ revenue is growing steadily, helped by acquisitions and strong demand.
  • Acquisitions are a standard way for cyber-security service providers to expand capabilities and presence.
  • Business survey 2019: almost 25% of small businesses feel that their cyber-security protection is inadequate.
  • Business survey 2019: cyber-security vendors need to change their approach to win in middle-income markets.
  • Sophos should become a more stable and stronger competitor thanks to its acquisition by Thoma Bravo.
  • Broadcom’s purchase of Symantec’s enterprise unit will create opportunities for other cyber-security players.

SMB cyber security

Download our first collection of articles looking at security, with particular focus on the SMB market.

Download brochure