McAfee - Privacy Market

Privacy
Abhishek Joshi
abhishek7.d.joshi@gmail.com
1

This meeting is successful if we understand
● What are consumers attitude towards privacy?
● What solutions will consumers pay for?
● Should McAfee offer the solutions?
This is a pre-decisional document and the recommendation must be tested and validated
This presentation only focuses on consumer space; enterprise ecosystem, customers and products are
outside the scope
2

Executive Summary
McAfee should enter and sell solutions in Privacy market
Privacy market is currently sized $120B and growing at CAGR of 15%; further Legislations such as GDPR, California Consumer Privacy
Act, Personal Data Protection Bill etc. have created demand for Privacy solutions
While barriers to entry are low, Trust and Reputation are key drivers in this market, and McAfee with its long history of AV and Security
product portfolio is well positioned to lead in this market
The demand in Enterprise space is outpacing Consumer space by 1.13x; the latter is elastic while the former has high willingness to spend;
For fast growth McAfee should prioritize Enterprise space. Within Consumer space, McAfee should focus on dark web monitoring &
restoration, and data privacy & access control tools
Source: Marketwatch, June 2018; CMS Wire, Sept. 2018; Forbes, Jul. 2018
3

Agenda
Introduction
Consumer Attitude towards Privacy
Pain Points & Solution
McAfee’s Role
Next Steps
4

Agenda
Introduction
McAfee’s Role
Next Steps
5

Privacy [noun]
The state of being free from public attention
“right to control, edit, manage, and delete information about themselves and decide when, how, and to what
extent information is communicated to others” - Alan Westin, data privacy and protection pioneer
6

Agenda
Introduction
McAfee’s Role
Next Steps
8

9

Willingness
Survey of 44 adults
● Ages 23 - 55
● Males - 27, Females - 17
● Geography - US 10

Consumers are open to sharing
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58% would share under right circumstances
abhishek7.d.joshi@gmail.comSource: Data Privacy - What the Consumer Really Thinks, DMA, June 2018
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Consumers want consent-based relationship
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55% would let some personal data for specific purposes
Source: Janrain “Consumer Attitudes to Data Privacy & Security Survey - Q3, 2018
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66% open to some personalization as long as they can
‘switch it off’
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Consumers willing to share with the right partner
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Consumers want transparent relationship
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~80% of consumers state that transparency over data collection and protection is important
Source: Data Privacy - What the Consumer Really Thinks, DMA, June 2018
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46% would forgive as long as immediately informed
42% are open to forgiving
7% would show no leniency
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Consumers want tighter control
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66% want GDPR-like rules for greater privacy
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84% want greater control their privacy
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43% believe they are ultimately responsible for their privacy
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Ad-blockers are seen as tools to maintain privacy
24

Agenda
Introduction
McAfee’s Role
Next Steps
25

Consumers worry as they live online
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As a user when I browse, I worry
Am I safe?
What is being collected?
Where is it being stored and accessed?
27

As a user when I use applications, I worry
What is being collected?
Who has access?
Can I control who has access?
28

As a user when I transact, I worry
Where is it being stored?
Who has access?
29

While consumers worry about privacy, they are
willing to trade it for benefit
30

abhishek7.d.joshi@gmail.comSource: Economics of Privacy, Journal of Economic Literature, June 2016
31

Consumers want to know
Are they safe when online? Is their sensitive information protected?
Can they recover and restore anything they lost due to abuse/misuse?
Can they control what gets collected, who gets access and how it gets used?
32

Agenda
Introduction
McAfee’s Role
Next Steps
33

Privacy Market
abhishek7.d.joshi@gmail.comSource: Marketwatch, June 2018; CMS Wire, Sept. 2018; Forbes, Jul. 2018
Market size of $120B, growing at CAGR of 15%
Legislations such as GDPR, ePrivacy, Privacy Shield, California Consumer Privacy Act 2018, Personal Data Protection Bill 2018 are creating
need and demand for Privacy solutions
Barriers to Entry are low and more players are entering; trust, technology and reputation are key drivers in this market
The demand in Enterprise space is outpacing Consumer space by 1.13x; the latter is elastic while the former has high willingness to spend
Consumers have become more open on privacy, and understand that it’s part of modern economy; disclosure of information in exchange for
value-add services as a quid-pro-quo arrangement
34

Privacy Solutions by McAfee
Iterate - Dark Web Monitoring & Restoration
Innovate - Encrypted Browsing Experience (full privacy)
Invest - Data Access Control Tool (control what gets collected; restrict who gets access; make companies follow your privacy needs)
35

Agenda
Introduction
McAfee’s Role
Next Steps
36

Next Steps
Validate demand for the solutions
Validate customer’s willingness to pay for the solutions
Explore the feasibility of building the solutions
Test with Minimum-Loveable-Product
Post success, launch and scale
37

Q & A
38

McAfee - Privacy Market

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