The Fight For Cybersecurity Brand Dominance Intensifies
Summary
BlackBerry hasn’t shirked its mythological status as the case study of what happens when a company fails to understand where the market is going and what its customers want. In our recent report on tech trends, we discuss the emergence of Amazon, Google, and Microsoft as new players coming after cybersecurity dollars. Since that report published, Oracle announced its intention to pursue cybersecurity business with autonomous robots and something about Star Wars. Poor user interfaces, siloed solutions, and inflexible deployment models meant we needed a new approach, and it’s arriving. The battle of the brands will continue, but as things sort themselves, consolidate, and converge, it will result in better cybersecurity choices that move the industry forward — though getting there might be painful.
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