I think the next big thing for major AV vendors is complementary security. I can see the tagline now - We build on Microsoft's solid base by offering new and next gent proactive and detection techniques' Plus it's going to force innovation. Microsoft could offer some kind of plug in service in Windows security centre for third party vendors.
That I'd like to see, the UI already hints they may allow plugins for web filtering .
I'd actually like to see them allow UI plugins as well. A bad UI makes things unmaintainable and eg current WDAC ui (effectively their HIPS) is non existent for Windows Pro - they could even include that UI to their web dashboard pages and make life easier for managing family PCs ( I saw recently they made a small move in that direction )
Random ideas for plugins:
- Web filtering
- UI for WDAC/HIPS
- an AMSI plugin marketplace
- Parental Controls
- ASR-like extensions which could extend beyond the scope of MS products ( ASR is mostly for office atm ) and include eg the Linux runtime etc
- a firewall plugin & marketplace so that we don't need to install 3rd party apps ( which carry their own supply chain risks )
Edit: their new CEO rocks !