This story about Eugene Kaspersky complaining about Microsoft including antivirus software with Windows 10 touched a nerve. I had flashbacks to the litigation against Microsoft and Internet Explorer bundling in the late 1990s. Fast forward 16 years later from the browser showdown and we see that Internet Explorer is currently only the third most widely used browser in the market. That doesn’t sound like a monopoly to me.
Could there be parallels to this story and a lesson for Kaspersky? What happens when like-products compete on value, ease of use, and reputation in the marketplace? There’s plenty of room for competition in anti-virus software market too. Will the best antivirus packages step forward?
In my experience helping friends with personal computer issues at home, I found that most have the antivirus installed that was bundled with the computer. But typically the free trial subscription has expired. That’s certainly not a scientific study and my sample size doesn’t register as adequate. But I’m guessing many people are like that. Microsoft is helping consumers that are not tech savvy by providing automatic antivirus updates and a base level of protection. I see this as a good thing.
There is opportunity for other competitors in this space. Just like the browsers in the late 1990s companies may have to rethink how they connect with customers. The topic of computer viruses is touchy and consumers are wary of a barrage of pop-ups asking for money and subscription renewals.
So let competition find the real players. Build something better. Build something simple. Build something that adds value and builds a reputation of trust.
Onward and upward!
Photo credit: Intel Free Press via Creative Commons