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Secure Content Management Market in APAC worth US$ 1.4B by 2023

The Secure Content Management market in APAC is posting positive growth of 6.9% driven by stringent regulatory norms and adoption of cloud technologies and mobility. The market size is estimated to be at USD 970.92 Million in 2018 and is expected to significantly grow to market size of USD 1.4 Billion.

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Definition / Scope

  • Secure content management is the set of processes and technologies that supports the collection, managing and publishing of information.
  • It involves processes for protecting the company from viruses, spam and undesirable web pages to not only provide enhanced security, but also address productivity and potential human resources issues.
  • Even after controlling the number of avenues through which information can enter, after the implementation of perimeter security, the cyber attackers still find ways to piggyback across valid communication channels.
  • Secure Content Management technologies have evolved rapidly over the last few years due to the complexity of threats associated with email and web gateways. Businesses are increasingly focusing on eliminating this threat by adopting the 2 gateways, rather than the purely productive driven anti-spam and web-filtering techniques.
  • Secure Content Management solutions are gaining traction due to the increased need for handling voluminous content that is getting generated in organizations on a daily basis. The rising adoption of digitalization, Bring Your Own Device (BYOD), growth of e-commerce, and social media has increased the amount of content generated in inter-organizations and intra-organizations.
  • SCM solutions offer clients with the benefit of paper-free workflow, accurate searching of required information, and better information sharing, and also addresses required industry standards and regulations. SCM solutions enable clients with handling essential enterprise information, and save time and cost associated with searching for the required business data for making key business decisions.

Strategy Adopted for implementing Secure Content Management

The strategy applied for Secure Content Management includes the 4 step process including

  • Discover involves Identifying and Defining process of Data Management and collecting the data created.
  • Classify is the process of identifying critical data and segregating between secure information and unstructured information.
  • Control involves the process of data cleansing,Encrypting the digital content and Securing the critical information.
  • Govern is the process of creating Service Level Agreements for usage rules, rentention rules

Reasons for adopting Secure Content Management

Following are the reasons creating the need for secure content management

  1. Lost productivity
  2. Introduction of malicious code
  3. Potential liability
  4. Wasted network resources
  5. Control over intellectual property
  6. Regulatory Compliance

Because of these reasons there is rising concern over security of the organization and creating the need for adoption of Secure content Management from the clients.

Solutions offered by Secure Content Management

The solutions offered for Secure Content Management includes:

  • Anti-Spam: Spam Filters are introduced for spam e-mail which not only consumes time and money, but also network and mail server resources.
  • Web Surfing: Limiting the websites that end users are allowed to access will increase work productivity, ensure maximum bandwidth availability and lower the liability issues.
  • Instant Messaging: Convenient and growing, but difficult to handle, this technology serves as a back door for viruses and worms to enter your network. It also provides way for sensitive information to be shared over the network.
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Market Overview

  • The Secure Content Management market in the Asia-Pacific region generated USD 970.2 Billion in revenue clocking a healthy CAGR of 6.9% and it is poised to hold a market size of USD 1.4 Billion in the year 2023.
  • The email segment grew flatly at 1.7% yoy growth, as conventional email filtering was in a saturated stage due to the lack of innovations, commoditization and centralization trends.
  • Australia, Korea, India and Singapore made up 77% of the total revenue for the secure Content Management market in the Asia-Pacific region
  • The penetration of Secure content management in Asia Pacific is far from complete. Its growth is bound to continue, with many factors such as complex threat scenario, stricter regulatory norms, adoption of cloud computing and mobility providing new stimulation

Key Metrics

Metrics Value Explanation
Base Year 2018 Researched through internet


Top Market Opportunities

  • Growing adoption by SMEs and cloud-based content management There is an increasing trend of adoption of Secure Management services by the Small and Medium Enterprises.Added by the increasing cloud-based content management technologies drives the demand for Secure Content Management Services.
  • Security Platform Integration Many organizations are treating SCM as features on an integrated security platform with multiple functions rather than a dedicated solution.
  • Advanced Technology Incorporation As email and web remains the first vector of threat for enterprises,they must be integrated with other advanced security technology to enhance protection.

Market Drivers

Exponential growth in digital content across enterprises

  • There has been an exponential growth in the content that is generated digitally. In fact 90% of the information that is accessed today is that created in the last 10 years. The Exponential growth of digital content is driving the Secure Content Management market.

Need for regulatory content management to enhance operations

  • By tracking and managing documents, Secure Content Management system eases the burden of complying with the regulations. There could be company-specific compliance efforts such as those for organizations that define their own processes that enable them to function in a uniform way, maintain quality, protect their assets or be more responsive to their customers and employees, These efforts, in turn, could involve controls and audit procedures for internal financial operations, human resource policies, tracking professional requirements such as certifications or visa status, or managing confidentiality requirements such as information related to nondisclosure agreements (NDAs), copyrights, patents or insider information related to trading. These can be effectively managed by Secure Content Management

Increased traction for risk mitigation in content management

  • Organizations constantly produce various forms of content, for example text documents, spread sheets, web pages or e-mails. Furthermore, the trend towards working in virtual teams and teleworking requires easy digital access to the content to enable work and collaboration from a distance. Establishing Secure Content Management (SCM) environment is more than just installing SCM software. There are many aspects related to implementing an SCM solution and establishing an effective SCM environment. Almost any change, good or bad, means some risk. Software projects are high risk activities, generating variable performance outcomes. risk management can lead to a range of project and organizational benefits including: identification of favourable alternative courses of action, increased confidence in achieving project objectives, reduced surprises and reduced duplication of effort.

High need for securing confidential data and protection against data loss

  • With more data being created in and sent to the cloud every day, it is more important than ever to have a set of consistent Data Loss Prevention (DLP) policies that protect data everywhere it lives—in the cloud and on corporate endpoints, networks, or even unmanaged devices.Secure Content Management extends policies from the devices to the cloud, providing a seamless data protection experience across multiple environments.

Market Restraints

Concerns over the constant evolving threats

  • The constant evolution of complexity of the threats such as phishing attacks, targeted malware and ransomware such as NotPetya and WannaCry serves as restraint for the adoption of Secure Content Management as it involves delegating secured information to third-party vendors.

Existence of functional content data silos

  • Data silos are bad and should be eradicated. Unfortunately, after decades of criticism and proposed solutions, silos remain stubbornly intact at all too many organizations, impeding the free flow of data and strangling analytics. The voluminous accumulation of data in a single storage location is an headwind in accessing and managing the data This acts as a restraint for the adoption of Secure Content Management.

It has been observed that cyber crime,insider threat are the top concerns being faced by organizations which acts as a restraint for the growth of the Asia-Pacific Secure Content Management market.

Top risks 2018.gif

Industry Challenges

Data migration from legacy systems to new systems

  • Data migration from legacy systems such as databases and data warehouses to new systems is the main and the painful process involved in the process of migrating to Secure Content Management. This is the pain-point as it consumes more time in the form of man-hours and the complexity involved in the form of portability and the operability of the platform used for the migration of data. Hence, this acts as a Challenge.

Rise in security issues associated with cloud and mobile technologies

  • The Security issues associated with cloud and mobile technologies includes the confidentiality and privacy of users personal data, the integrity of computation, the availability of the cloud services. This in addition to the issues associated with authentication of users and systems pose threats for Secure Content Management.

Aligning SCM strategy with the organizational strategic initiatives

  • Aligning cybersecurity posture with overall business objectives is essential to protect the business against breaches and intrusions. Any dis-agreements between the SCM Provider and the Organization can cause serious headwinds in the implementation of SCM strategies.

Lack of technical proficiency among enterprises

  • SCM implementation requires higher level of technical proficiency and expertise, as the threat environment is evolving, so does the need for equipping technical skills to counter the threats. The shortage of skilled labour is a challenge for the implementation of SCM solutions.

Technology Trends

More SCM Providers Offer Cognitive & Analytical Capabilities

  • In 2018, we will see more and more content management software providers adding artificial intelligence and natural language technologies to their platforms through acquisitions in an effort to simplify unstructured content management and related processes. Some of the benefits of utilizing cognitive analytics include:
  • Predict a likelihood of conversion through a particular content before it is even published.
  • Understand which content topic is the most relevant for each customer across channels through the integration with customer relationship management systems and marketing automation systems.
  • Deliver user-specific content experiences via metadata that can help them retrieve every occurrence of a specific type of content, such as all product descriptions, positioning statements, value propositions, setup instructions, etc.
  • Eliminate biased decision making processes by taking the guesswork out of what content to produce and which platform to be on.

Omnichannel Drives Experience-as-a-Service (EaaS)

  • Considering content is the heart and soul of every strategy, omnichannel marketing strategy has become one of the main focus areas for technology providers as well as content creators.Though personalization, micro experiences, machine learning and omnichannel sound like buzzwords, the underlying idea of orchestrating them through a single platform may help organizations set their businesses up to remain with or ahead of the curve not only in 2018 but also over the next 5 years.

Adaptive Process Isolation

  • As the pace of business and the need for collaboration persist to accelerate, companies are struggling with managing and protecting their sensitive content as well as enabling their expanding teams to collaborate on the same project in real time. On top of that, with cybercriminals becoming more sophisticated and organized, businesses are inevitably faced with data security issues at some point, and sometimes even many large enterprises fail at securing their intellectual property. Adaptive Process isolation comes out as a solution for the rising sophistication of threats

Regulatory Trends

  • The need for complying with the regulatory norms is driving the need for adoption of Secure Content Management in the Asia-Pacific region.
  • The Governments of Asia-Pacific have laid stricter norms on the protection of data of both private persons or of an Organization.There is rising awareness about data privacy and security of private data among Governments and Enterprises.Regulation is developing in the region of Asia-Pacific but it is not uniform.The security measures are localized and are different,there arises a need for setting up harmonized standards.
  • The Governments have enforced stricter regulations regarding data privacy and security. For instance,the Government of India has enforced Data Protection Law and Personal Protection Bill in the year 2018 and the Government of Singapore introduced a Cyber Security law in the year 2017.These laws strictly enforce the data privacy and security of Individuals and Organizations thereby emphasizing the need for adoption of Managed Security Services.

Market Size and Forecast

  • The overall Secure Content Management (SCM) market continued to grow positively by 6.9% on a Year-over-Year (YoY) basis in 2018.
  • The Secure Content Management market in Asia-Pacific boasts a size that is estimated to be at USD 970.92 Million in the year 2018 and is expected to significantly grow to a market size of USD 1.4 Billion in 2023.
  • Though North America and Europe are the largest market of SCM solutions, the asia-pacific region is gaining ground quickly driven by factors such as increasing risks associated with email and web gateways,, industry and local compliance continues to drive the investment in SCM for data protection and content management, increasing adoption of mobility in the workplace requires organizations to tighten controls over online content to enhance productivity and to prevent threats.

Australia – The Leader

  • The ANZ SCM market is growing at a healthy CAGR of 7.5% and the market size is estimated to be at USD 486 Million. The market was mainly driven by the growing cyber threat landscape emerging from the increasing rate of ransomware attacks, business email compromise incidents, and phishing attacks. In the light of the growing threat landscape, the governments in the region are strengthening their cyber security strategy. The Australian Government is planning to invest more than A$230 million in the next 4 to 5 years. Meanwhile, the New Zealand Government is also reviewing its cyber security strategy introduced in 2015 to ensure cyber safety for its businesses and citizens. Vendors of SCM solutions are constantly innovating and introducing new integrated solutions to combat advanced threats. They are looking at offering more value-added services pertaining to threat intelligence and security analytics to distinguish themselves from the competition. On the technology front, enterprises in ANZ are introducing more analytics capabilities which allow real-time behavioral sandboxing and generate various types of detailed reports which will help users to prevent cyber threats. Vendors are also introducing solutions with AI and machine learning integrated into their SCM solutions. This will allow better spam filtering, improve user productivity, and reduce the number of phishing attacks, malware, and ransomware incidents.

South Korea – The Challenger

  • The South Korean Secure Content Management (SCM) market witnessed a YoY growth rate of 7.1% and holding a market size of USD 302 Million. With the increased awareness of spear phishing and ransomware, the adoption of email security and Web security solutions has increased in South Korea. Email is the most used tool to penetrate systems and spread malware for spear phishing and ransomware. As most of the businesses use emails to do work and communicate with others, spammers spread spams through emails; this trend has been witnessing an increase every year. In addition, botnets such as Necus are spreading spam on a massive scale in South Korea. As ransomware has become a big concern in South Korea, the awareness of anti-ransomware and database protection solutions has increased. With the rising ransomware awareness, the adoption of email security and Web security is also expected to increase. The integrated security solution vendors also provide email security and Web security features in their solutions, which is seen as a roadblock to the market, as SMBs increasingly prefer these solutions due to budget constraints.

India – The Contender

  • The Indian SCM market experienced a moderate YoY growth rate of 2.4% and holding a market size of USD 212 Million. The slow growth could be attributed to the Indian enterprises preferring to use more integrated SCM solutions with features, such as ATP detection and sandboxing techniques, rather than stand-alone SCM products. In addition, enterprises are shifting their preference from on-premise solutions to cloud-based security solutions because of the large investments and in-house expertise required in the case of on-premise solutions. This is specifically seen in the case of SMBs that prefer cloud-based solutions.
  • The banking sector recorded the highest spending on SCM solutions. This was mainly driven by the increase in digitization of banking services in the country. The higher the number of digital banking channels, the higher the threat of attacks from malware, ransomware, and phishing frauds.
  • The Indian Government is formulating a cyber strategy for mobile banking using smart phones, to ensure safer banking. Indian vendors are also considering Privacy by Design' to ensure their products and data can remain secure. All of these initiatives will continue to drive the growth of SCM solutions and will be significant in achieving strong digital platforms.

Japan and China– The Followers

  • The Japanese Secure Content Management market posted a meagre growth rate of 2.9% and holding a market size of USD 149 Million. There was an increase in SCM adoption of integrated security appliance, such as UTM or next-generation firewall appliances, instead of stand-alone SCM solutions. Moreover, the Japanese SCM market has a highly competitive vendor landscape and recorded low price competitiveness in 2018. As the Japanese email security market is highly saturated, there were few greenfield opportunities, which indicated that replacement deals contributed to the majority of the revenue. As for verticals, service providers were the largest spenders in 2018. They increased SCM spending to expand their managed security services offerings, as many Japanese enterprises have started to enjoy the ‘as a service’ model rather than invest in SCM infrastructure on their own. This approach has helped Japanese enterprises to refrain from high capex investments. The Japanese SCM market will continue to witness an upward trend until 2023, driven by the Tokyo Olympic Games to be held in 2020. Owing to this, the general investment in the cyber security space will also remain positive during the forecast period.
  • The Chinese Secure Content Management market posted a double-digit YoY growth rate of 14.2% and holds the majority of the Asia-Pacific SCM market with a size of USD 56 Million. With the growing complexity of the threat landscape, email remains a highly targeted attack vector, with employees being vulnerable to attacks on an organization's security. The outbreak of Wannacry in 2017 urged enterprises to invest in email security to protect against common attacks through email, be it ransomware, phishing, spear phishing, or even Business Email Compromise (BEC).
  • The importance of Web content management/Web filtering was increasingly emphasized in the light of addressing an organization's security challenges and the need to prevent legal liability due to failure to comply with regulations. BFSI, government and service provider vertical which rely much on email for either corporate communication or marketing were the key revenue contributors in the email security segment, as a result of the evolving and rising volume of attacks in these sectors. Manufacturing, government and BFSI were the key revenue generators in the Web security segment, as they are increasingly appreciative of the need to ensure a healthy in-house network environment and to reduce the risk of losing critical data and sensitive information.

Market Outlook

  • The Secure Content Management market is expected to clock a healthy growth rate of 6.9% both in terms of value and volume.
  • Based on Organization size. Large enterprises with a market share of around 50% held the dominant position in 2018 and is expected to continue with its growing trend until 2023 and further.
  • Among the deployment type, the maximum CAGR would be witnessed in hosted and cloud based deployment during the forecast period (2018-2023).
  • with a market share of more than 30%, banking and financial sector has emerged as the dominating segment in the Asia-Pacific managed security services market by vertical type. Additionally, Healthcare sector would witness highest CAGR of 22.6% during the forecast period (2018-2023).
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Distribution Chain Analysis

  • The Secure Content Management is offered in both stand-alone and Integrated platforms. As more and more customers tend towards the offering of SCM solutions in the form of Integrated solutions the Integrated Platforms is gaining prominence.

Competitive Landscape

Competitive Product Mapping

  • The offering of tools and services of higher quality encompassed with cutting-edge technologies that counter increasingly complex cyber-attacks is an alarming need of the customers and they expect the same to be offered by the Secure Content Management Service Providers.

Market Positioning

  • The race for positioning of Market leader is gaining prominence among the Secure Content Management Service Providers, hence they offer differentiating products and services in the form of value-added service. The Service Provider that understands the need of the customer and offering solution for the same is expected to come out as the market leader.

Competitive Factors

Understanding the needs of the customer

  • Asia-Pacific Secure content Management providers should not be sensitive to the hype in the news. Successful providers are the ones that stay closer to the customers , thereby identify the requirements and issues of the customers and providing solutions. Although not attractive the service providers that stay closer to the customers are the most successful.

Uniqueness

  • Customers expect solutions that solves problem and not just add to the number of alerts to be addressed. The most successful Managed Security Services provider will with a unique solution attribution such as big data analytics or unique sensory data collection.

Value-added Services offered by the Managed Security Service Providers

  • The link between the Secure Content Management Service Providers and the consulting, Professional and Technical services is inevitable and imminent. Providing Consulting, Professional and Technical services is not a niche of the Secure Content Management Services Providers, unless the provider is to outshine the competition

Key Market Players

The Key Market Players in the Secure Content Management includes:

Symantec is an American software company headquartered in Mountain View, California, United States. The company provides cybersecurity software and services. Symantec is a Fortune 500 company and a member of the S&P 500 stock-market index. The company also has development centers in Pune, Chennai and Bengaluru (India).

Cisco (Ironport) was a company that designed and sold products and services that protect enterprises against internet threats. It was best known for IronPort AntiSpam, the SenderBase email reputation service, and email security appliances. These appliances ran a modified FreeBSD kernel under the trademark AsyncOS. IronPort acquired the SpamCop filtering and reporting service, which it ran as a stand-alone entity

Trend Micro is a Japanese multinational cyber security and defense company with global headquarters in Tokyo, Japan, a R&D center in Taipei, Taiwan, and regional headquarters in Asia, Europe and the Americas. The company develops enterprise security software for servers & cloud computingenvironments, networks, end points, consumers, and small & medium businesses. Its cloud and virtualization security products provide cloud security for customers of VMware, Amazon AWS, Microsoft Azure, Oracle and vCloud Air.

Alps System is a Japanese multinational corporation, headquartered in Tokyo, Japan, producing electronic devices, including switches, potentiometers, sensors, encodersand touchpads.

Sangfor a manufacturer of Cloud Computing and Network Security solutions including Third Generation HCI (Hyper Converge Infrastructure), Complete VDI solution, IAM (Internet Access Management), WAN optimization, converged Security Solution (NGAF), SD-WAN and Application Delivery Controller (application layer load balance) solution, sells its products mainly to small or midsize enterprises

360 ESG is an IT analyst, research, validation, and strategy firm that provides market intelligence and actionable insight to the global IT community.

McAfee is an American global computer security software company headquartered in Santa Clara, California and claims to be the world's largest dedicated security technology company

RUAG Defence (Clearswift) is an information security company based in the UK. It offers cyber-security services to protect business's data from internal and external threats.

Canon IT Solutions is a Japanese company headquartered in Tokyo, Japan, that offers IT services. The company offers the services of system integration, cloud computing, information security, and provides computer software mainly in Japan for enterprises

Axway (Tumbleweed) is a publicly-held information technology company that provides software tools for enterprise software, Enterprise Application Integration, business activity monitoring, business analytics, mobile application development and web API management. It has been listed on Compartment B (for companies with market capitalizations between €150 million and €1 billion) of the Paris Euronextsince June 2011.

Barracuda is a company providing security, networking and storage products based on network appliancesand cloud services. The company's security products include products for protection against email, web surfing, web hackersand instant messaging threats such as spam, spyware, trojans, and viruses. The company's networking and storage products include web filtering, load balancing, application delivery controllers, message archiving, NG firewalls, backup services and data protection

Imatrix operating as Matrix Business Technologies, Trinsic, Powered by Matrix, Excel Telecommunications and various other niche brands is a United States telecommunications firm that provides voice and data services to consumers and small and medium businesses as well as multi-location distributed enterprise markets (national chains). The firm also provides wholesale voice services to the telecommunications, wireless and cable industries.

Forcepoint previously known as Websense or Raytheon Websense,is an Austin-based company owned by U.S. defense contractor Raytheon and private equity firm Vista Equity Partners. It develops and markets cybersecurity software to prevent employees from viewing inappropriate or malicious content, or leaking confidential data. It also sells firewall, cloud access, and cross-domain IT security products.

Strategic Conclusion

  • The Asia-Pacific Secure Content Management market is posting healthy growth clocking a growth rate of 6.9% and holding a market size of USD 970.92 Million in the year 2018.
  • Driven by stricter compliance norms and regulations, adoption of cloud technologies, Exponential growth of digital content, High need for securing confidential data and protection against data loss.
  • Data migration from legacy systems to new systems, Rise in security issues associated with cloud and mobile technologies, shortage of skilled labor are the major challenges encountered in the domain.
  • The offering of Secure Content Management as an integrated solution with addition to value added solutions is the need of the customers and expect the same to be delivered. Though not strong the Secure Content Management market is gaining ground and looks to post a promising growth rate.

Further Reading

Appendix

  • USD - US Dollar
  • e-commerce - Electronic Commerce
  • e-mail - Electronic Mail
  • DLP - Data Loss Prevention
  • SCM - Secure Content Management
  • APAC - Asia Pacific
  • IoT - Internet of Things


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