SyncnScan was set up by ex-Microsoft leaders and they were
pioneers in introducing anti-virus for mobile devices. Anti-virus is gaining
popularity in recent times because of mobile devices becoming a preferred mode
of payments, bank related transactions and gaming. Most recently, government’s
demonetization has given push to rapid adoption of digital payments where
mobile phones/smartphones/feature phones are becoming easily accessible for
digital transactions. The security aspect of digital payment are key to provide
consumers a confidence and trust. Anti-virus for mobile devices is one such
secure method to gaining popularity and vendors are growing in this business
very rapidly. Other prime players in the mobile anti-virus market are Quick
Heal, McAffee and Kaspersky.
Some companies are well funded to actively use the market
channels viz print, videos, audios and some are leveraging low cost frugal
marketing methods. It is a popular notion “Joh dikta hai woh bikta hai” ( What
you see is what you buy ) Therefore, continuous marketing activities are
becoming key success drivers for market leadership. For example: Syska has a
higher brand re-call as they use celebrities like Irfan Khan to promote their
products. Quick Heal has engaged the famous airtel 4g girl to promote their
products through TV commercials. Both
these companies, have also taken sponsorship of prime programs of soap operas
on Indian Television including reality shows. This has, further enhanced their
brand visibility among various segments of consumer. ATL and BTL are proven
marketing tools for consumer oriented products. Anti-virus for mobile is one
such proven product where these tools have once again effectively delivered the
business results to respective owners.
SyncNScan is well respected in its niche segment of corporate
customers and their retail has not grown on desired pace due to low investment
in ATL activities. The company believes in BTL promotion which has caused them
to achieve less success in the market and have fluctuating growth. Using ATL
promotion can be beneficial for a small start-up like SyncNScan so customers
can gain knowledge that such a company exists in the market.
ATL promotional
strategies will increase the customer base and make the company well known in the
sector. Quick Heal is the leading player in mobile anti-virus market
segment. Other small emerging
players include, McAffee, SyncNScan and Kaspersky.
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