Marketers Gone Wild: 12 Memorable Examples Of RSA 2012 Signage
Battle For Eyeballs In The Security Space
The competition for eyeballs on the show floor at RSA is always intense, but this year it seemed more frenzied than ever.
Some vendors pitched their security products as tools companies can use to battle hackers looking to steal their data. Other vendors focused on the embarrassment and humiliation that can result after a company gets compromised. Still others sought to get people's attention by making them laugh.
CRN roamed the RSA 2012 exhibit hall, which was packed to the gills with security vendors large and small, and delivers a representative sampling of the marketing messages flying thick at the event.
What's Your Security Alter Ego?
Are you a ninja or a squirrel? This may seem an odd question to pose to attendees of an IT security conference. But, as RSA explained, it highlights the diverse range of styles and personalities to be found within the security researcher community.
In this case, ninjas are security researchers known for their agility, cunning and speed, and they're apt to break into a network just to brush up on their skills. Squirrels, on the other hand, are unpredictable lovers of reverse engineering, who bring a hint of mischief to their activities.
Don't Be The Next Cybercrime Victim
M86 Security, a vendor of Web and e-mail protection technology, used a CSI theme to draw attention to its forensics capabilities. There is not much ambiguity about the fate that befell the bullet-ridden laptop pictured here, though breaking down the steps involved in a security breach did give the vendor a way to showcase its skills.
AlienVault, a Silicon Valley-based company founded in 2007, was on hand to talk about the capabilities of OSSIM, its open source security information and event management (SIEM) offering.
According to AlienVault, OSSIM provides a strong correlation engine, detailed visualization interfaces, and reporting and incident management tools, all of which can be used to track what's happening with hosts, networks, groups and services.
Does it really take aliens to protect the planet? That's debatable, but at least this one looks much more friendly than the ones from Independence Day.
The Sumo Threat Is Very Real
Do you know what you're up against, companies? Application Security wants to make sure you're not breezing through life in a fog of denial over what disasters could befall you should you fail to install the necessary security software. This irritated-looking fellow looks like he is in no mood for dealing with a security breach.
Your iPad Or Mine?
Network access control vendor ForeScout Technologies, which used the 'Your iPad Or Mine?' tagline at RSA, attracted a steady stream of attendees with its Austin Powers-themed booth, which featured fuzzy chairs, beads and a puzzlingly anachronistic feel given that there hasn't been a good movie in this series for several years. Perhaps the new one will be better.
Fist-Shaped Wakeup Call
BreakingPoint, a vendor of "actionable security intelligence" technology, invoked one of the world's oldest maxims to illustrate the perils companies face by not being aware of what's going on in their networks. This poor fellow may have had security intelligence, but clearly in this case, it was not actionable. Perhaps next time, he won't have such a cavalier attitude about security on his network.
Are You Ready?
CA Technologies didn't mince words on the RSA show floor, putting this question to every attendee that passed by. Because there will be a next big threat, and when it comes, companies that ignored this question could find themselves in a difficult position.
There's A New Network In Town
Juniper Networks, fresh off its $80 million acquisition of Web application security vendor Mykonos, proudly proclaimed the strength of its new network infrastructure. Juniper actually rolled out the 'New Network' branding and new logo in 2009, but it's clearly still getting mileage out of it, so why not keep on going?
Antivirus Robot, You Rock
ESET's NOD32 Antivirus 5.0 product is steamrolling malware like a giant robot with a head that is too small for the rest of its body, or so it seemed from its signage at RSA.
In spite of this odd disproportion, NOD32 Antivirus 5 has been getting rave reviews since ESET launched it last September. Critics of the antivirus market, we dare you to say it to this giant hunk of steel and electronics' face.
Ready For Cyber-Battle?
There's a cyber-battle brewing just up the road a piece. It's too far to walk, so go ahead and take this 4-wheel ATV. HP Enterprise Security -- and its component pieces from ArcSight, TippingPoint and Fortify -- are already on the front lines fighting the bad guys. Once you roll up with this scary looking ATV, though, the insurgents will probably turn tail and head for the hills.
Nightmare Of Bad Encryption
WinMagic Data Security, from its position as a vendor of encryption products, has seen it all: Good encryption that works, bad encryption that does not, and, as this photo suggests, encryption that makes people want to scream in frustration. Riffing on the 1980s TV show 'Tales From The Crypt', WinMagic certainly grabbed the attention of attendees walking the RSA show floor.
Symantec's Cloud Security Message
Some RSA signage was displayed on the show floor -- literally. In the Symantec booth, a digital projector beamed this grammatically questionable cloud security message directly onto the carpet, where it spun and moved around, causing dizziness to attendees who gazed at it for too long a period.