There is marketing and aggressive marketing.
As you know, some security companies do the latter, with miraculous results. One known company not only managed to usurp "Next Generation" name used by Check Point back in 2000, but also claim even bolder things, like invention of stateful inspection and modern firewalls.
Not surprisingly, market responds positively to your one's bold messages regardless of actual technological superiority behind them.
Some ask, why Check Point is not doing something similar? Doesn't it have something bold to talk about and to show? Where is all competitive bashing and crashing information?
I personally think that most of CP decision makers seem it beneath them, letting technology to talk for itself. We all know that does not really work.
It is still to early to say whether the company is ready to change its marketing strategy, but apparently there are some modest attempts to go into "hit it with a stick" type of game. Here are some examples.
Moti Sagey, a celebrated security evangelist at Check Point, posted some time ago a link to a video bashing efficiency of PAN firewalls. That stirred long discussion where Moti was accused of running "anonymous" YouTube channel with some other similar videos of that kind.
Apparently there is another YouTube channel, also seeming to be anonymised, comparing different security vendors ATP features with Check Point.
My question is whether those attempts are some personal efforts or they are authorised by CP. And if latter, why the company is keeping it on a low flame. Is there a wish to enter "bash-a-competitor" game after all? I wish I knew.
Anyhow, if you go by the links, you can enjoy some recent and very educational videos.
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Check Point has a new Chief Marketing Officer. Saw her at CPX in Macau and she seemed pretty switched on. I believe CP technology stands on its own merit but they'll most likely start going on a slight offensive. Particularly with the way that firewalls are now evaluated. They're now including "ideal" testing conditions alongside real-world throughput.
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