Consumers' Concern About Online Security Doesn't Mean A Payday For Vendors

Fueled by growing concerns about security on the Internet, North American online consumers are stepping up their use of tools like antimalware, personal firewall software, and spam and pop-up blockers. Why? Because an increasing number of computer manufacturers and Internet service providers are bundling security into their offerings. Now that these "free" products have popped up in distribution channels, consumers are less willing to pay for the protection. Instead, they look to obtain their security software either via a free download or bundled into another purchase. Unit volume may be up, but increasing price pressure spells trouble for tech marketers responsible for consumer security products. To survive the squeeze, they will have to speak more specifically to consumers' concerns and conjure up creative bundling strategies of their own.