Specialist
Country Manager, Cyber Security at Aura Information Security Ltd
Agenda
- Cybersecurity penetration rate in Australia's market
- Foreign players vs local players positioning
- Product offering across industries
- Sales channel partnership structure
Questions
1.
What is your understanding of the cybersecurity market landscape in Australia? Are there any key trends or interesting market developments?
2.
Who are the key players in Australia’s cybersecurity market? What is the relevant market share for each?
3.
What is your assessment of market growth currently – perhaps some indicative numbers or ranges?
4.
What are the key value drivers for contributing to the market’s double-digit growth, as you see it?
5.
Are any products increasing their share in the market? You mentioned cloud being a key factor for growth, are the cloud security products the most popular in the region?
6.
Do you predict any growth or increase in the penetration rate of cybersecurity product in the market?
7.
You mentioned how a lot of the big-four consultancy, telco carriers are willing to enter the market. Are they fighting for the same product or specialising in different roles in the market?
8.
How do the SIs [systems integrators] position themselves?
9.
There are many companies from different industries trying to enter the market. How would you describe the barriers to entry, do any key factors drive a certain industry company to enter the cybersecurity market?
10.
How do the big players, such as IBM or Fujitsu, position themselves? Do you think the big four or telcos can attack the market-leaders in Australia?
11.
If the big players are targeting government, who will be gaining shares for the SME side? Is that telcos, or big four, or some local players who are more competent in the technical perspective?
12.
How are the product offerings or the services from Telstra and Optus differentiated?
13.
Which pure play cybersecurity products could potentially gain shares? What criteria do you think will allow key products or services to gain market shares?
14.
Which key products, such as any cloud security or net security services, are favourable for government or the corporate?
15.
What is the current adoption rate of the government in cybersecurity products? Does it differ by region or departments?
16.
Can you break down federal government in Brisbane, Queensland and Victoria? Which common services are used by government?
17.
You mentioned how the government is using consultancy services on the federal side. Does this imply possible adoption of the cybersecurity product offering by private companies?
18.
You mentioned that the programme is around 3-5 years to refresh capabilities. What is the usual timeline for adopting the technology for each project – how long is the typical sales cycle?
19.
Is the government loyal about using one product, or is this not the case?
20.
Is the government penetration rate high in Australia? Is there still room for improvement to get cybersecurity product into contract with government?
21.
Regarding the SME or corporate, which industries already widely use cybersecurity products?
22.
What are the common pain points for the banking, finance, healthcare, retail and education industries you mentioned? What makes cybersecurity become popular in the industry in a short period of time?
23.
Which other industries could have potential growth in adopting cybersecurity products?
24.
Why do the utilities and retail sectors not have a lot of cybersecurity products now, compared to banking and finance? Is it the length of the sale cycle or some other factors?
25.
Do you think adoption of cybersecurity products in industries is highly related to the level of cyber risk? For instance, the number of vulnerabilities or number of malwares in those sectors?
26.
Do you have a range estimate for the adoption for cybersecurity products in banking, finance, healthcare, utilities or retail right now? How would you rank adoption in these industries?
27.
What are the key factors for customers to consider when choosing a cybersecurity product?
28.
What are your thoughts on the hacking laws and cyber risk laws in Australia? Can you estimate which industries might potentially have cyber risk laws in the future?
29.
GDPR has been implemented for one year or more. Has it already had an impact on corporates or SMEs adopting these cybersecurity products?
30.
What is the normal sales channel for cybersecurity product?
31.
Does a cybersecurity or product service provider have any direct sales through to the big MNCs [multinational companies] or corporates? What is the proportion of sales from indirect channels, such as telcos, big fours?
32.
Is a direct channel adopted more by the big players such as IBM and Fujitsu, or does it depend if it is government vs corporate? Why use indirect vs direct channels for cybersecurity products?
33.
Is it more common for pure play small players to use indirect channels?
34.
If using indirect channels to sell the product, what is the commission for the channel passing tech from the cybersecurity products?
35.
Are the software services of cybersecurity products more popular than the hardware equipment? Are the offerings interrelated?
36.
What is the common pricing model for cybersecurity products?
37.
What is the rough contribution from consulting and deployment in an overall package?
38.
What is a typical contract for cybersecurity products? Are there any specific contract terms and conditions?
39.
What are the current margin levels for consulting and deployment?
40.
What is your outlook on the cybersecurity products or market in Australia? Are there any underlying risks and challenges?
41.
Do you have any final remarks on the Australia cybersecurity market? What is important to know?
