A Strategic Sales Model for Security in the Education Market (Strategy Focus)

Publication Date	December 2006
Publisher	Datamonitor
Product Type	Report
Pages	16
ISBN Number	not applicable
Product Code	DAT04455

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Summary

Introduction

This report outlines successful sales models for reaching education with security products. The business needs for IT security technologies in education remains strong but in order to capitalize on this opportunity vendors need to consider the unique features of the education environment.

Scope

Vendors need to educate the educators about product possibilities;
The "Microsoft effect" will determine which sales strategy will be effective;
The correct channel partners are vital to reaching education customers.

Highlights

The unease that education IT managers have about security does not mean that they have a detailed understanding of the underlying problem. Vendors cannot assume that IT buyers in education have an in depth knowledge of the security issues effecting their institutions. This report will enable you to understand:

Reasons to Purchase

How the unique features of education affect their purchasing points;
What strategies to employ to reach education customers;
Who to communicate within education institutions.

Content

Catalyst
Summary
Methodology
- AnaLYSIS
- Vendors need to educate the educators about product possibilities
- A high level of security concern in education does not mean a high level of understanding
- Vendors need to display understanding of an institution's pain points
- Product development needs to be explained in language educators will understand
- The vendor's message to education must stay out of the technology weeds
- Success requires communicating with multiple audiences within education
- Vendors should leverage a variety of information channels to educate the market about IT security
- The "Microsoft effect" will determine which sales strategy will be effective
- Moves by Microsoft have already had an effect on the entire IT security industry
- The Microsoft effect will impact the primary and secondary sector most heavily
- Vendors need to respond to the Microsoft Effect
- The correct channel partners are vital to reaching education customers
- Partners with education experience add vital credibility in this market
- Partnership with institutions offers a channel to students
- School districts may act as a channel partner for vendors to reach primary and secondary schools
Actions
- The product message has must not get buried in technology issues
- Vendors must be able to bring a diverse set of decision makers to the table
- Vendors should consider alternative partnerships to capitalize on this opportunity
Appendix
- Definitions
- Extended methodology
Further reading
- Ask the analyst
List of Tables
- Table 1: Microsoft security acquisitions
List of Figures
- Figure 1: Audiences within an HEI
- Figure 2: Audiences within a local school district or other administrative body
- Figure 3: Vendors can reach the student market through the institution itself