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Becoming a Trusted
Security Advisor
Jeff Keyes - Kaseya
Cynthia James - Kaspersky Labs
Powerful Security
“Given a choice between
dancing pigs and security,
users will pick dancing pigs every
time”
www.securingjava.com
Would you leave your car
overnight next to this car?
Seems Legit
Seems Legit
Kaseya’s Security Solution
• Blended Protection / Unified Platform / Remediation / Partners
Patching
Operating
System
MS Office
3rd Party
Components
Software
Applications
Antivirus
Kaseya Antivirus
Kaseya Endpoint
Security
Symantec
Endpoint
Security
ESET / Elementra
Antimalware
Kaseya
AntiMalware
Environment
Authentication
Remediation
Live Connect
Agent Procedures
Monitoring /
Alerting
Service Desk &
PSA
Scheduling &
Management
Important Security Sessions
•Becoming a trusted advisor
•Kaseya Security Products
•Security Today –Implementation of
Kaseya to Defend Against Threats
•Security Trends
Cynthia James
• 25 years in high tech, working with OEMs and
ISVs
• 7 years in Cybersecurity
• CISSP – Certified Information Systems Security
Professional (requires knowledge across 10
domains of security)
• Author of Stop Cybercrime from Ruining Your
Life! Sixty Secrets to Keep You Safe (to be
published in June)
Kaseya Connect, April 2013
Kaseya and Kaspersky Lab
Becoming a Trusted Security Advisor:
(It’s Easier Than You Think )
Cynthia James
Director Business Development, CISSP
Jeff Keyes
The Threat…
“Network intrusions pose urgent threats to our national security and to our
economy. If we are to confront these threats successfully…private industry
must also be an essential partner.”
FBI Director Robert Mueller
President Obama has declared that “cyber threat is one of the most serious
economic and national security challenges we face as a nation”. On February
12, 2013 he signed an executive order to improve the cybersecurity of “critical
infrastructure”.
| May 13, 2013Kaspersky Lab PresentationPAGE 11 |
Agenda
Kaspersky – Helping Kaseya Service Providers
 increase revenues – decrease costs –
improve customer retention
Benefiting from the gap
10 CyberSecurity Facts (most people don’t
know)
How to become a Cybersecurity
Advisor
| May 13, 2013Kaspersky Lab PresentationPAGE 12 |
About Kaspersky Lab
| May 13, 2013Kaspersky Lab PresentationPAGE 13 |
Founded in 1997; largest private
anti-malware company – 100%
focused on anti-malware
Over $700M annual revenues
Presence in 19 countries:
CEO is Russian; incorporated in
the UK; new to US market in 2005
#1 vendor in Germany, France, Spain, Eastern Europe
Protecting over 300 million end points
America’s distribution: 12,000 outlets; top two vendors (revenue &
units shipping)
Top supplier to OEMs/ISVs of anti-malware worldwide
 Aggressively protecting businesses
Becoming a Cybersecurity Advisor
Can we make it ultra-easy for you?
What are the benefits?
 Increase Revenues
 Reduce Costs
 Win/Keep Customers
Does the payoff increase over time?
| May 13, 2013Kaspersky Lab PresentationPAGE 14 |
Becoming a Cybersecurity Advisor
Immediate Benefits
Strengthen your relationships with customers
Security/safety is a fundamental human need
Sell more security solutions
“Security annuities”
Save on support costs through training and
exclusion
“except in these instances, support is covered”
Payoff increases over time
Cybercrime effects are becoming increasingly visible
Cybercrime will never stop evolving
| May 13, 2013Kaspersky Lab PresentationPAGE 15 |
Cybercrime threatscape: malware growth
200k unique malware samples PER YEAR were identified in 2006; 2M
in 2007…now it’s up to 200K malware samples PER DAY.
The quality of malware improves every year.
| May 13, 2013Kaspersky Lab PresentationPAGE 16 |
The Current Malware Comprehension Gap
Recent years have seen exponential growth in malware.
Anyone can enter the cybercrime game.
Cybercriminals earn over $100B a year.
Cybercrime will never stop.
| May 13, 2013Kaspersky Lab PresentationPAGE 17 |
Where most customers
Think we still are
Where we are
Today (2013)
Over 200K
Per DAY
The power of botnets
Kido (aka Conficker) botnet in May 2009 (peak)
GFLOPS
When the Kido botnet reached its peak in May 2009 it contained about
6 mln. zombie machines
Botnet = an on-line army for rent
| May 13, 2013Kaspersky Lab PresentationPAGE 18 |
Ten Things 90% of people don’t know
about cybercrime
1-3 (incredible volume;
low barrier to entry;
earnings are huge)
4.) first cell phone botnet
discovered in 2012)
5.) AV is not a product, and all AV is not created
equal.
6.) 80% of burglars use Facebook and personal
websites to select victims.
7.) There are no longer any network boundaries
(BYOD blew them up!)
| May 13, 2013Kaspersky Lab PresentationPAGE 19 |
Ten Things 90% of people don’t know
about cybercrime
8.) The most successful infection method (over 95%
of infections) is when a Trojan is injected onto a
computer system from an infected webpage.
9.) 90% of infections occur due to legitimate sites
being infected.
10.) FBI: $50M a year lost in on-line dating scams
| May 13, 2013Kaspersky Lab PresentationPAGE 20 |
Fear sells…as well it should!
Due to the gap, education
always increases interest
The Press is helping…
Every month the public hear
about new scams, cyberheists,
cyberpredators
 The pace is accelerating and anxiety is increasing
 People don’t have the time to research it
Customers need help!
 If they can’t rely on you, they will find someone else
| May 13, 2013Kaspersky Lab PresentationPAGE 21 |
How Easy?
“Advisor” isn’t an expert
 Have a little more information, be a little more aware
 Provide help – conduit of data
 People don’t need the gory details, just the highlights
Your time commitment
can be as little as
30 minutes a month!
Kaspersky provides all the data you need
 Initial training for you and/or your staff (an hour or two)
 Monthly customer newsletter
| May 13, 2013Kaspersky Lab PresentationPAGE 22 |
You’re almost ready!
Is it a worthwhile investment?
 Cyberthreats will only
get worse over time
 Capitalize on recent news
 Long live the gap!
Expected result:
 The purchase of security solutions, annuities
 A closer relationship with customers
 Savings in the area of technical support
Require review of a basic list
| May 13, 2013Kaspersky Lab PresentationPAGE 23 |
How do you get there?
Two elements:
 Education
 Monthly e-newsletter to customers
Advisor Lite
Intermediate Advisor
Advanced Security Advisor
| May 13, 2013Kaspersky Lab PresentationPAGE 24 |
Basic Steps
1. Sign up for KLAB Digest Monthly.
2. Make a list of customers to send it to.
3. Select one of our preambles to forward it with.
4. Forward the newsletter monthly.
5. (optional) Confirm back to us that you have
sent KLAB Digest to at least 5 people
and we will send you a license of
Kaspersky Internet Security for your
personal use.
| May 13, 2013Kaspersky Lab PresentationPAGE 25 |
Next Level
Intermediate Security Advisor –
Attend 45 minute webinar
on basic security concepts
Watch a “what’s new”
30 minute webinar quarterly
Advanced Security Advisor –
Develop leads through security education outreach
Attend webinar on sourcing & customizing your own
security data
Develop additional security-related revenue streams
| May 13, 2013Kaspersky Lab PresentationPAGE 26 |
Who from?
Where will you get it?
 Initiation webinar (45 minutes, optional)
 KLAB Monthly Digest of top cybersecurity news – subscribe today!
 Don’t forget to claim your free copy of Kaspersky AV
Olga Danilina
 Marketing manager, Moscow
 100% fluent, charming, responsive
olga.danilina@kaspersky.com
or
cynthia.james@kaspersky.com
| May 13, 2013Kaspersky Lab PresentationPAGE 27 |
4 Tips for Home CyberSafety
1. On-line banking:
 Take the extra security!
 Log on after your AV updates
and before going to any other websites
2. Passwords - go long; have three sets
3. Never use an unknown USB!!!
4. Turn off geolocators on kids’ cell
phones
| May 13, 2013Kaspersky Lab PresentationPAGE 28 |
Thank You
Cynthia James, Director Business Development, CISSP, Kaspersky Lab
Global Business Development
Kaseya Connect, April 2012
Kaseya & Kaspersky Lab
Jeff & CJ
A little bit of good news…
Better cooperation between international law
enforcement entities
 Boundaries crossed, data shared, botherders
arrested
Stiffer sentences for the guilty
Results:
 Spam bot high – July 2010 at 225B day (now
25-50B) – Rustock takedown, etc.
But… newest botnets: TDL-4 (4.5M)
| May 13, 2013Kaspersky Lab PresentationPAGE 30 |
Fastest response to threats
Cracks more archives and file types
Consistently rated “the best” by independent
test organizations
 www.av-test.org
 www.avcomparatives.org
 www.virusbtn.com
What Kaspersky Delivers!
| May 13, 2013Kaspersky Lab PresentationPAGE 31 |

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Kaseya Connect 2013: Becoming A Trusted Security Advisor - It’s Easier Than You Think!

  • 1. Becoming a Trusted Security Advisor Jeff Keyes - Kaseya Cynthia James - Kaspersky Labs
  • 3. “Given a choice between dancing pigs and security, users will pick dancing pigs every time” www.securingjava.com
  • 4. Would you leave your car overnight next to this car?
  • 7. Kaseya’s Security Solution • Blended Protection / Unified Platform / Remediation / Partners Patching Operating System MS Office 3rd Party Components Software Applications Antivirus Kaseya Antivirus Kaseya Endpoint Security Symantec Endpoint Security ESET / Elementra Antimalware Kaseya AntiMalware Environment Authentication Remediation Live Connect Agent Procedures Monitoring / Alerting Service Desk & PSA Scheduling & Management
  • 8. Important Security Sessions •Becoming a trusted advisor •Kaseya Security Products •Security Today –Implementation of Kaseya to Defend Against Threats •Security Trends
  • 9. Cynthia James • 25 years in high tech, working with OEMs and ISVs • 7 years in Cybersecurity • CISSP – Certified Information Systems Security Professional (requires knowledge across 10 domains of security) • Author of Stop Cybercrime from Ruining Your Life! Sixty Secrets to Keep You Safe (to be published in June)
  • 10. Kaseya Connect, April 2013 Kaseya and Kaspersky Lab Becoming a Trusted Security Advisor: (It’s Easier Than You Think ) Cynthia James Director Business Development, CISSP Jeff Keyes
  • 11. The Threat… “Network intrusions pose urgent threats to our national security and to our economy. If we are to confront these threats successfully…private industry must also be an essential partner.” FBI Director Robert Mueller President Obama has declared that “cyber threat is one of the most serious economic and national security challenges we face as a nation”. On February 12, 2013 he signed an executive order to improve the cybersecurity of “critical infrastructure”. | May 13, 2013Kaspersky Lab PresentationPAGE 11 |
  • 12. Agenda Kaspersky – Helping Kaseya Service Providers  increase revenues – decrease costs – improve customer retention Benefiting from the gap 10 CyberSecurity Facts (most people don’t know) How to become a Cybersecurity Advisor | May 13, 2013Kaspersky Lab PresentationPAGE 12 |
  • 13. About Kaspersky Lab | May 13, 2013Kaspersky Lab PresentationPAGE 13 | Founded in 1997; largest private anti-malware company – 100% focused on anti-malware Over $700M annual revenues Presence in 19 countries: CEO is Russian; incorporated in the UK; new to US market in 2005 #1 vendor in Germany, France, Spain, Eastern Europe Protecting over 300 million end points America’s distribution: 12,000 outlets; top two vendors (revenue & units shipping) Top supplier to OEMs/ISVs of anti-malware worldwide  Aggressively protecting businesses
  • 14. Becoming a Cybersecurity Advisor Can we make it ultra-easy for you? What are the benefits?  Increase Revenues  Reduce Costs  Win/Keep Customers Does the payoff increase over time? | May 13, 2013Kaspersky Lab PresentationPAGE 14 |
  • 15. Becoming a Cybersecurity Advisor Immediate Benefits Strengthen your relationships with customers Security/safety is a fundamental human need Sell more security solutions “Security annuities” Save on support costs through training and exclusion “except in these instances, support is covered” Payoff increases over time Cybercrime effects are becoming increasingly visible Cybercrime will never stop evolving | May 13, 2013Kaspersky Lab PresentationPAGE 15 |
  • 16. Cybercrime threatscape: malware growth 200k unique malware samples PER YEAR were identified in 2006; 2M in 2007…now it’s up to 200K malware samples PER DAY. The quality of malware improves every year. | May 13, 2013Kaspersky Lab PresentationPAGE 16 |
  • 17. The Current Malware Comprehension Gap Recent years have seen exponential growth in malware. Anyone can enter the cybercrime game. Cybercriminals earn over $100B a year. Cybercrime will never stop. | May 13, 2013Kaspersky Lab PresentationPAGE 17 | Where most customers Think we still are Where we are Today (2013) Over 200K Per DAY
  • 18. The power of botnets Kido (aka Conficker) botnet in May 2009 (peak) GFLOPS When the Kido botnet reached its peak in May 2009 it contained about 6 mln. zombie machines Botnet = an on-line army for rent | May 13, 2013Kaspersky Lab PresentationPAGE 18 |
  • 19. Ten Things 90% of people don’t know about cybercrime 1-3 (incredible volume; low barrier to entry; earnings are huge) 4.) first cell phone botnet discovered in 2012) 5.) AV is not a product, and all AV is not created equal. 6.) 80% of burglars use Facebook and personal websites to select victims. 7.) There are no longer any network boundaries (BYOD blew them up!) | May 13, 2013Kaspersky Lab PresentationPAGE 19 |
  • 20. Ten Things 90% of people don’t know about cybercrime 8.) The most successful infection method (over 95% of infections) is when a Trojan is injected onto a computer system from an infected webpage. 9.) 90% of infections occur due to legitimate sites being infected. 10.) FBI: $50M a year lost in on-line dating scams | May 13, 2013Kaspersky Lab PresentationPAGE 20 |
  • 21. Fear sells…as well it should! Due to the gap, education always increases interest The Press is helping… Every month the public hear about new scams, cyberheists, cyberpredators  The pace is accelerating and anxiety is increasing  People don’t have the time to research it Customers need help!  If they can’t rely on you, they will find someone else | May 13, 2013Kaspersky Lab PresentationPAGE 21 |
  • 22. How Easy? “Advisor” isn’t an expert  Have a little more information, be a little more aware  Provide help – conduit of data  People don’t need the gory details, just the highlights Your time commitment can be as little as 30 minutes a month! Kaspersky provides all the data you need  Initial training for you and/or your staff (an hour or two)  Monthly customer newsletter | May 13, 2013Kaspersky Lab PresentationPAGE 22 |
  • 23. You’re almost ready! Is it a worthwhile investment?  Cyberthreats will only get worse over time  Capitalize on recent news  Long live the gap! Expected result:  The purchase of security solutions, annuities  A closer relationship with customers  Savings in the area of technical support Require review of a basic list | May 13, 2013Kaspersky Lab PresentationPAGE 23 |
  • 24. How do you get there? Two elements:  Education  Monthly e-newsletter to customers Advisor Lite Intermediate Advisor Advanced Security Advisor | May 13, 2013Kaspersky Lab PresentationPAGE 24 |
  • 25. Basic Steps 1. Sign up for KLAB Digest Monthly. 2. Make a list of customers to send it to. 3. Select one of our preambles to forward it with. 4. Forward the newsletter monthly. 5. (optional) Confirm back to us that you have sent KLAB Digest to at least 5 people and we will send you a license of Kaspersky Internet Security for your personal use. | May 13, 2013Kaspersky Lab PresentationPAGE 25 |
  • 26. Next Level Intermediate Security Advisor – Attend 45 minute webinar on basic security concepts Watch a “what’s new” 30 minute webinar quarterly Advanced Security Advisor – Develop leads through security education outreach Attend webinar on sourcing & customizing your own security data Develop additional security-related revenue streams | May 13, 2013Kaspersky Lab PresentationPAGE 26 |
  • 27. Who from? Where will you get it?  Initiation webinar (45 minutes, optional)  KLAB Monthly Digest of top cybersecurity news – subscribe today!  Don’t forget to claim your free copy of Kaspersky AV Olga Danilina  Marketing manager, Moscow  100% fluent, charming, responsive olga.danilina@kaspersky.com or cynthia.james@kaspersky.com | May 13, 2013Kaspersky Lab PresentationPAGE 27 |
  • 28. 4 Tips for Home CyberSafety 1. On-line banking:  Take the extra security!  Log on after your AV updates and before going to any other websites 2. Passwords - go long; have three sets 3. Never use an unknown USB!!! 4. Turn off geolocators on kids’ cell phones | May 13, 2013Kaspersky Lab PresentationPAGE 28 |
  • 29. Thank You Cynthia James, Director Business Development, CISSP, Kaspersky Lab Global Business Development Kaseya Connect, April 2012 Kaseya & Kaspersky Lab Jeff & CJ
  • 30. A little bit of good news… Better cooperation between international law enforcement entities  Boundaries crossed, data shared, botherders arrested Stiffer sentences for the guilty Results:  Spam bot high – July 2010 at 225B day (now 25-50B) – Rustock takedown, etc. But… newest botnets: TDL-4 (4.5M) | May 13, 2013Kaspersky Lab PresentationPAGE 30 |
  • 31. Fastest response to threats Cracks more archives and file types Consistently rated “the best” by independent test organizations  www.av-test.org  www.avcomparatives.org  www.virusbtn.com What Kaspersky Delivers! | May 13, 2013Kaspersky Lab PresentationPAGE 31 |

Notes de l'éditeur

  1. User’s habits with regards to security are very interesting. Way back in 1999, Gary McGraw and Ed Felten authored a book about how to secure the Java environments. Ed Felton refers to one critical aspect of security they could not fix – and referenced it with this comment“given a choice…”On the book’s website, you can download the applet to prove this point and try it out on those around you.Its not that users don’t care about security, its that if you were given a choice between some cryptic dialog and dancing pigs…well..anything cute is going to win out over the cryptic messages.The problem is that users don’t SEE the threats
  2. I’m sure if I were to take a poll, most people in this room would not in fact park their car in the stall next to this overnight. The threat is obvious. There are threats out there however which are proving effective…that, if we know what they are, we stay away from…but the vast majority of people just do not understand. For some reason, many people are VERY interested in getting something for nothing online, trusting what they see online, etc.
  3. So when they get an email from the united nations telling them that their family has $500,000 to collect..all they need to do is to get a hold of the attorney in charge to take care of this…oh…and when they contact him of course there will be some servicing charges that they will need to send to him before he can cut a check.
  4. Or that a webpage has just scanned their entire system and found errors that need correcting. All the user needs to do is to download this application for a more full scan to happen. To make this more believable, if the image is animated, it seems like it is REALLY doing something…
  5. But before I get into everything else, I know you need to feel comfortable about where the data will be coming from because of course a big part of this is that we will be doing the work for you. We’ll be providing the information which you will forward on to customers – the security highlights of the month. Since that starts with who we are – I want to be sure everyone is comfortable and confident about Kaspersky as the ultimate cybercrime experts. (etc, below) transition = “but enough about us…” Points to make here: (All AV is not created equal) Even when presenting in a more educational (product free) format, we should say – this a slide to make you feel comfortable with who Kaspersky is today and give you confidence in the fact that we have the expertise to educate you on cybercrime. It’s also a good primer on how to pick any AV company whose product you use. Most importantly they should have a worldwide focus and millions of end points, because most cybercriminals test and tune their malware before they mass distribute it. So if we can catch it when it first appears, you’ll be protected by the time it reaches you. You can see that Kaspersky has: Millions of end pointsWW presence (for sampling and solutions) And: Kaspersky began distributing in the US only since 2005, but that was after rising to the top of every other AV market in the world. We’ve progressed quickly. Many people haven’t kept up with our growth because it’s been so rapid. When I started 5 years ago we were in the $100 million revenue range; today we have over $600M in revenues. Revenues do matter because a significant amount of that money goes back into our R&D, and they help us hire our worldwide staff – right now that’s about 2500 employees and a huge number of those are actively engaged in creating solutions to malware. We’re proud to be the leaders in providing technology to OEMs and ISVs (define what OEM means if your audience is unlikely to know). Overwhelmingly we are selected by companies like (list any which are not competitive). These OEMs and ISVs have very stringent technical requirements and are able to choose among all vendors. In fact our first ever deal back in 1997 involved licensing the technology to a company who sold to other businesses. Of course we credit the fact we are selected most often to the superiority of our solution.
  6. Back to the the questions we put forth to ourselves to solve for you: can we make it so simple that it only takes you 30 minutes a month? Will we really be able to deliver these other benefits in a significant way? And finally – noone/none of us want to invest energy into something new unless we can expect it to pay increasing dividends. Ideally if you choose to engage with customers in the way we’re suggesting, all kinds of new opportunities can open up. / learning something new, implementing a new process – you want it to pay off, and it’s really great if it provides a foundation which can be added to for increasing benefits later.
  7. So let’s talk about that a little bit more: The basis of idea that showing up as a security advisor increases your revenue has to do with customers purchasing more security solutions. They believe you know something about cybersecurity and that you have the ability to advise them. So that’s great. And it can be true of a lot of areas of expertise. But there is something special about security! What’s different is just the way people feel about it. We’ll talk about some connections between physical security and cyber security in a few minutes, but when you look at human beings hierarchy of needs, like Maslow’s pyramid, you find: food, shelter, clothing…safety. I want my shelter to be safe! That’s really important to people. Especially when they realize how easily and quickly they can lose so much. By example, none of our retirements funds are insured and every day now another small business loses all it’s assets to cybercrime by way of wire transfer. I will be really surprised if in the next year there is NOT a default by a major bank which is blamed on cybercriminal activity. So: people care about the locks on their doors. And once you have deadbolts, and you feel good about them, it’s really hard to go back to a flimsy little punch button lock. Security software has the highest renewal rates of any software product for this reason. We call it the security annuity effect. Now about saving costs – so much of the time security breaches originate from user error. What we really mean is bad behavior – users breaking rules because rules aren’t convenient. I don’t like to shut my system down to receive security updates – but my IT admin guys don’t give me a choice. In cases where customers don’t adhere to basic security policies – when something goes wrong at least you can bill them for it if you had that agreement up front. So you can give them a list of what their support agreement doesn’t cover, and bill for the hours it takes to fix their mistakes. When we look at the future we can confidently say that your investment will pay dividends for years to come. The only real possibility is that we might underestimate how bad cybercrime will get…but there’s no end in sight. Transition: Now I hope by now we’ve at least convinced you that you might want to consider what we’re proposing. So let’s talk about why this opportunity exists.