Miroslav Mikus on Cybersecurity Trends

"One can be deceived much easier than the secured device."

Cybersecurity has become one of the fastest-growing sectors in technology. Many believe antivirus companies are the de facto guardians of all viruses – and sometimes even accused of creating them. What does Miroslav Mikus, Europe, Middle East & Africa Sales & Marketing Director at ESET, think?

Q: ESET is a globally recognized antivirus company from Slovakia. How do you keep up with other players in such a dynamic industry?

We have been active in this industry for nearly 30 years. Over time, we built a name, and thanks to that, we managed to attract talent from across the security sector. We not only focus on short-term trends but also on how cybersecurity will evolve over the next five years and how to solve our customers’ problems effectively. Close cooperation with distributors and customers worldwide enables us to adapt effectively. They recognize that part of the security they need to change, or the scenarios they envision for the future. In recent years, we have grown at a faster rate than the market and most of our competitors.

Q: IT is one of the fastest-growing industries. With smartphones, tablets, and increasing online use, the number of users exposed to virtual threats continues to rise. How do you protect your customers?

It was only a matter of time before attackers targeted new types of devices. We invested in the development of smartphone and tablet protection early, even before it became profitable. We did not want to catch the train too late. We have strong technologies and managed to adapt them to these new devices as well. Today, we are also preparing for the Internet of Things – such as connected cars or smart lighting – where similar threats will come.

Q: According to the latest surveys of the IT industry, the cybersecurity sector is steadily growing. How is ESET positioned within this market?

According to publicly available data, we are growing at a faster rate than the global security market. Gartner’s analytics show that in 2014, the market grew by 5.3 percent, while ESET achieved an 8.0 percent growth rate. We are among the top five global security software vendors, serving both businesses and households. Within the European Union, we could be considered number one. Our long-term goal is to reach revenues of one billion USD by 2020.

Q: For most users, antivirus software is the “obvious thing” that protects them. The majority of users usually do not care who the provider is. What do you do to increase awareness of your product?

We know our users very well. Our typical user is technologically proficient and stays up-to-date with the latest innovations. Recently, however, we have also been focusing on users who are not deeply engaged in IT. For them, it is crucial that the software works smoothly from the first installation and does not interfere with daily activities. We are adjusting our communication to reflect the needs of both potential and existing customers. We also clearly explain the challenges our software can address. In addition, we have expanded our communication channels to include those that reach a broader public, such as social networks and general audience media outlets, in addition to IT magazines.

Q: Price usually determines the success of a sale, particularly in retail. However, some companies prove that customers are willing to pay more for quality and a well-recognized product. How does ESET approach regional sales strategy?

Because we set high standards for our products and rank among the top security software brands globally, we adapt our local strategies accordingly. In markets where we are not yet in the top five, the challenge is often underdeveloped sales networks and low brand awareness. We do not attempt to compete on price, as we recognize that this approach is not sustainable in the long term. For our customers, long-term safety, reliability, and trust are more important than just the lowest cost.

Q: Many people claim that antivirus companies are the de facto creators of all viruses and thus protect their own business. Do you agree, or is this a myth?

It is a very well-known myth, and I hear it regularly. My answer is usually: “I wish we had the time for that” (laughs). The creation of viruses is entirely contrary to our corporate values and intentions. At ESET, every day, 200–400 thousand unique samples of malicious code are submitted to our Virus Lab from more than 100 million users worldwide.

Q: What are the current trends in antivirus protection? And what about the security of personal data and its potential misuse for trading purposes?

Trading personal data appeared as soon as malware creators found ways to monetize it. Today, most attacks are based on social engineering principles. Hackers can deceive a user more easily than they can breach a secured device. They use psychological tricks to obtain information or mislead the user during what appears to be a routine online operation, such as internet banking. The data is then misused immediately. In recent years, there has been an increase in so-called “crypto-locker” attacks. In these cases, the attacker does not steal your data; instead, they block access to your computer and encrypt your files. Only after paying a ransom do victims regain access to their data. Unfortunately, many people do not back up their data, and as a result, they face serious consequences. Another growing threat is identity theft, where attackers “borrow” a user’s identity to mask their own activities.

Q: Surveys confirm that an increasing number of users prefer browsing and learning on smartphones rather than desktop computers. How does this affect ESET’s business? What challenges do you face in developing mobile versions of your products?

The biggest challenge is the sheer number of mobile operating systems and devices, each of which functions slightly differently. Nevertheless, our products must work equally reliably everywhere. We protect against malicious code and provide additional security features needed on mobile devices. Telecom operators also demand security solutions for their users, which has allowed our ESET Mobile Security solutions to expand to households worldwide. For example, we recently released the ESET Parental Control app, which helps parents protect children exploring the online world through mobile phones or tablets, even when not directly supervised.

Q: Statistically, sales of antivirus software for mobile devices remain significantly lower than for standard PCs. Why is that, and how can companies encourage users to adopt mobile antivirus protection?

Many users still do not realize that they carry a small computer in their pocket, full of valuable data. Therefore, they underestimate the need for mobile security. We provide mobile protection that safeguards smartphones and tablets, offering additional features beyond antivirus. In our communication, we avoid fear tactics, but we highlight how mobile threats are evolving and point out risks before users encounter them in real life. Over time, companies and users have adapted to this trend relatively quickly.

Q: The online future suggests a growing emphasis on security. On the one hand, this is good news for ESET. On the other hand, competition is growing. What are your plans for the future?

It is encouraging that we are in a sector that is expected to continue expanding. The key is to respond to emerging threats rather than reacting only to competitors. This has been our strategy for many years, and it has proven to be the right one. Of course, increasing the number of customers is essential, but our primary focus is the long-term expansion of our partners’ networks and strengthening brand awareness in global markets.

Thank you, Miroslav.

About Mr. Mikus

Miroslav Mikus is the Europe, Middle East & Africa Sales and Marketing Director at ESET. He brings deep expertise in cybersecurity and IT systems, as well as extensive experience in global sales and marketing leadership. Miroslav holds an MBA in General Management from the City University of Seattle.

This interview was part of the MENITY Leaders Talk series (2014–2016).

Interview with Mr. Mikus, conducted by Mr. Nemcok, Managing Partner at MENITY.

Photography © MENITY