- Apr 1, 2015
- 497
Mergers from Norton, Windows Defender advancing, Windows 11 implementing a host of security features.... what is the future of consumer third party AVs?
For consumers, ...the AV industry has been suffering for years due to a host of reasons (from my bird's eye view). Windows Defender advancing and coming pre-installed as default is a big one. Usage patterns changing to mobile and tablets (safer forms of computing with tight app ecosystems. Pushing people to Appstore's that are heavily vetted). 2FA and Password managers (and requirements) ...securing accounts more safely.
Back in the early days of XP and Windows 7, there was good money to be made cleaning infected consumer PCs. I'd say the main reasons why would be:
1. Wider usage of Windows Desktops/Laptops in the early days, 2005-2012ish (vs. now...phones with their secure app ecosystem).
2. AVs needed to be installed. There was no built-in Windows Defender. Most people expired their subscription and never renewed (so no protection whatsoever).
3. Torrents were rampant back in those days (Limewire, Piratebay, etc.). Cracked software, music, videos, etc.
4. Patching software or OS was not as automatic as it is today.
5. Malware and Adware (which was a nightmare), wasn't as "targeted" as it is today. It was rampant all over.
6. Cloud detection could have changed the way malware was spread (more targeted to avoid immediate detection).
7. Probably a million other reasons (comment below please).
So, saying all that, the AV industry did suffer when Windows Defender decided to go full default protection. There was a big backlash when that happened (I remember Kaspersky was one that didn't like it. They called it "monopolizing AVs". Did Kaspersky see the 1st nail being hammered in the coffin?). The consumer AV industry seemed to shift to useless "cleaning products, ID theft monitoring (that tries to again, sell you products if you call their service center), etc.". Trying to scrape up every penny they can.
I don't know anything about enterprise, but on the consumer side...there is very little money to be made cleaning PCs with malware. It just doesn't happen anymore on the scale it use to.
When Windows 8.1 - Windows 10 was released, consumer Malware infection rates plummeted to almost nothing (except the emergence of ransomware...which still wasn't as widespread as the XP/7 days of malware/adware).
Maybe I'm wrong. Maybe we need complex hardware firewalls, segregated networks, layered protection (default deny, solid third party AVs, etc.), and 2nd opinion scanners as consumers.
Or maybe just Windows 10 or 11 (patched), with Windows Defender (I'm using Defender as status quo), and safe computing habits will keep us "squeaky clean"...because the malware "Boogie Man" is just not as big of a threat to consumers as he use to be (Many third party AVs want you to believe otherwise...because they have to "sell sell sell FEAR").
So, the elephant in the room is: Are we still clinging to the old days when we actually needed third party AVs? Second opinion scanners? (Those became super popular during horrid days of malware ... and made some $ for techs willing to hustle and scan).
Just my opinion. Sorry for the long rant. Smarter people than me, please chime in. Thanks for reading
For consumers, ...the AV industry has been suffering for years due to a host of reasons (from my bird's eye view). Windows Defender advancing and coming pre-installed as default is a big one. Usage patterns changing to mobile and tablets (safer forms of computing with tight app ecosystems. Pushing people to Appstore's that are heavily vetted). 2FA and Password managers (and requirements) ...securing accounts more safely.
Back in the early days of XP and Windows 7, there was good money to be made cleaning infected consumer PCs. I'd say the main reasons why would be:
1. Wider usage of Windows Desktops/Laptops in the early days, 2005-2012ish (vs. now...phones with their secure app ecosystem).
2. AVs needed to be installed. There was no built-in Windows Defender. Most people expired their subscription and never renewed (so no protection whatsoever).
3. Torrents were rampant back in those days (Limewire, Piratebay, etc.). Cracked software, music, videos, etc.
4. Patching software or OS was not as automatic as it is today.
5. Malware and Adware (which was a nightmare), wasn't as "targeted" as it is today. It was rampant all over.
6. Cloud detection could have changed the way malware was spread (more targeted to avoid immediate detection).
7. Probably a million other reasons (comment below please).
So, saying all that, the AV industry did suffer when Windows Defender decided to go full default protection. There was a big backlash when that happened (I remember Kaspersky was one that didn't like it. They called it "monopolizing AVs". Did Kaspersky see the 1st nail being hammered in the coffin?). The consumer AV industry seemed to shift to useless "cleaning products, ID theft monitoring (that tries to again, sell you products if you call their service center), etc.". Trying to scrape up every penny they can.
I don't know anything about enterprise, but on the consumer side...there is very little money to be made cleaning PCs with malware. It just doesn't happen anymore on the scale it use to.
When Windows 8.1 - Windows 10 was released, consumer Malware infection rates plummeted to almost nothing (except the emergence of ransomware...which still wasn't as widespread as the XP/7 days of malware/adware).
Maybe I'm wrong. Maybe we need complex hardware firewalls, segregated networks, layered protection (default deny, solid third party AVs, etc.), and 2nd opinion scanners as consumers.
Or maybe just Windows 10 or 11 (patched), with Windows Defender (I'm using Defender as status quo), and safe computing habits will keep us "squeaky clean"...because the malware "Boogie Man" is just not as big of a threat to consumers as he use to be (Many third party AVs want you to believe otherwise...because they have to "sell sell sell FEAR").
So, the elephant in the room is: Are we still clinging to the old days when we actually needed third party AVs? Second opinion scanners? (Those became super popular during horrid days of malware ... and made some $ for techs willing to hustle and scan).
Just my opinion. Sorry for the long rant. Smarter people than me, please chime in. Thanks for reading
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