A strategy of building a consumer business alongside cracking the enterprise market is the approach being taken by Sunbelt Software which is looking to take market share from rival anti-virus vendors.
The security market has managed to come through the recession reasonably unscathed with competition for share remaining a priorities for those pitching anti-virus solutions.
David Parkin, EMEA sales director at Sunbelt Software, said that it would be selling through the likes of PC World and Amazon, "one of our major pushes is to get the retail part correct", to influence success in the enterprise space.
He said that competing for swap-out business had been made slightly more straightforward because of some of the actions of its rivals.
"A lot of the spend in the anti-virus channel has been reduced," he said, adding that Sunbelt was stumping up marketing funds to support resellers via its distributor Interactive Ideas.
Increasingly the model that has been expounded by the likes of Kaspersky Labs - using a strong consumer brand to build up an enterprise business - is being embraced by vendors including Webroot which is looking to sell through retail and etailers in order to reach SME customers.