Mobile phone security still has a long way to go, is the enterprise market the key to growth?
Mobile phone security still has a long way to go, is the enterprise market the key to growth?
Release time：2018-04-14
Views：1419
Recently, a piece of news that "the Ministry of Industry and Information Technology has announced 466 problematic apps in recent years" has attracted the attention of netizens. The report pointed out that a virus called "DowginCW" exists in the form of plug-ins in many popular games, secretly controlling at least hundreds of thousands of mobile devices in China. As this news ferments, the "old-fashioned" topic of mobile phone security has once again attracted people's attention.
With the rapid development of mobile Internet and the popularity of smart phones in recent years, many mobile payment tools have also been born, such as WeChat, Alipay and other commonly used payment software, which have become the first choice for people to pay for travel consumption. At the same time, it is the birth of these mobile payment tools that makes protecting mobile phone security gradually becoming more and more important.
The quarterly detection report on the mobile phone security market in 2016-2017 released by iiMedia Research shows that in 2016, users are concerned about many types of mobile phone security issues, of which 73.3% of users are concerned about the safety of mobile phone payment property, and 64.8% of users are concerned about personal privacy leakage. In addition, there are common mobile phone security issues such as harassing calls, public wifi security, and spam text messages. At the same time, the report also shows that users' overall awareness of mobile phone security is not high, and mobile phone security issues are still prominent.
In fact, the situation of mobile phone security issues has remained severe since the outbreak, especially the trend of mobile phones gradually replacing PCs in recent years, making it a high-incidence area for various viruses and Trojans. News reports about the outbreak of new mobile phone viruses are one after another, and mobile phone security issues are still "reborn in the spring breeze", and they will suddenly emerge to threaten users' mobile phone security. As for the control of mobile phone security issues, although many security guards have taken more and more in-depth protective measures, the means of virus makers are becoming more and more sophisticated, and various "unpreventable" security risks have always existed in mobile phones.
In addition, the report also shows that as of the fourth quarter of 2016, the number of domestic mobile phone security users was 539 million, and until the third quarter of 2017, this number reached 559 million, with a growth rate of 1.27%. This shows that the scale of domestic mobile phone security users has begun to enter a stage of slowing growth in the past two years, and the dividend of user scale growth is fading.
Therefore, in the mobile phone security market where mobile phone security issues are still severe and the growth rate of user scale is slowing down, the overall development in the later stage will focus on tapping the value of existing users. In the process of tapping the value of existing users, the mobile phone security market has gradually been divided into two camps, one is the professional third-party mobile phone security guard camp, and the other is the security mobile phone that has emerged in the past two years. Both sides together form the security line of the mobile phone security market, but they still have some shortcomings.
Third-party mobile phone security guard: security nature deteriorates, protection function is not thorough
In addition to the professional functions of virus detection and monitoring in mobile phone security protection, the third-party mobile phone security software on the market has become a must for many mobile phone users to install mobile phone applications because of other derived rich functions. As we all know, the functions of these mobile phone security software are mainly divided into: virus detection, traffic monitoring, blocking harassing calls, blocking advertisements and spam text messages, and cleaning mobile phone memory. In the early stage of the development of smart phones where mobile phone memory and traffic are generally not high, mobile phone security guards are favored by smart phone users.
However, as mobile phone hardware and software technologies become more mature, the protection performance of mobile phones themselves is getting better and better, so the virus monitoring function of mobile phone security guards seems to be less valued. In addition, in the stage of slowing user growth, mobile phone security software still has some problems in development.
First, too many permissions need to be opened, and the security nature has deteriorated. As a software dedicated to protecting mobile phone security, its functions are constantly being optimized and improved, but in the process of becoming more and more rich and perfect, these software for protecting mobile phone security have undergone subtle changes in the nature of security. These changes are manifested in that before helping users achieve a certain function, users need to open many mobile phone permissions, which may invisibly cause the insecurity of mobile phones.
For example, Tencent Mobile Manager needs to open the self-start permission to protect the phone in real time, and open the contact and SMS permissions to effectively monitor certain security options of the phone; 360 Security Guard also requires users to open the self-start permission, otherwise many basic functions will be unusable, and permissions such as SMS and reading call records must be opened, otherwise it will affect the use of functions such as traffic monitoring and fraud interception. From this point of view, these mobile security guards are meant to protect the security of mobile phones, but in the end, due to too many permissions obtained, the security nature seems to have deteriorated.
Secondly, the security protection function is not thorough enough and may only play a security auxiliary role. As the name suggests, the role of mobile security software is to protect the security of mobile phones, and then expand to other derivative functions, but the security protection function of some mobile security software does not seem to be so "professional". When performing mobile phone antivirus operations, it is necessary to cooperate with another antivirus software of its own to fully exert the antivirus effect.
For example, Kingsoft's Kingsoft Mobile Security, although it has conventional options such as harassment blocking and software scanning in the mobile phone protection function, it needs to cooperate with its Kingsoft Mobile Security to maximize the antivirus effect when performing mobile phone antivirus operations. From this perspective, Kingsoft Mobile Security seems to have only played an auxiliary security monitoring role, and the real security guard is actually Kingsoft Mobile Security. In this way, in order to achieve the purpose of thorough antivirus, mobile phone users need to install two software with similar functions. This not only wastes user memory, but also makes users rebellious and turn to other security software.
In addition, some mobile phone security software also has the problem of fast power consumption and "stealing" traffic. Some of them will cause mobile phone freezes due to excessive memory.
On the whole, third-party mobile security software has attracted much attention from users in the mobile security market because of its professionalism. However, due to technical limitations, there are still many functions that need to be optimized and improved.
Secure mobile phones targeting business security: entering the market too early and not rigid demand, internal strength still needs to be cultivated
In order to cater to the needs of some users for highly secure mobile phones, many mobile phone manufacturers have released secure mobile phones with higher security performance than ordinary smart phones. Such mobile phones are more professional in security protection performance.
For example, the ZTE V870, a secure mobile phone targeting the government market, and the Gionee M7 targeting the business market, as well as the Kuomi and Veb mobile phones that also target the business population but are not well-known.
Since last year, secure mobile phones have been a hot spot in the mobile security market. With the advantages of the companies themselves, some secure mobile phone brands have gradually become well-known. However, due to objective factors such as the timeliness of entering the market, the concept of secure mobile phones has not been fully popular in the market, and the popularity is generally not high.
In addition, for some ordinary mobile phone users, secure mobile phones are not a rigid demand in the mobile phone category at present, so it is understandable that they are generally not well-known. After all, for most users, the high security of a mobile phone cannot be a reason for them to buy a mobile phone. If they think that the mobile phone is not safe enough, at least they can use third-party mobile phone security software. As these security mobile phone brands are involved in, security mobile phones are currently only suitable for people in the government and business markets.
Therefore, overall, due to the "young" entry experience and the relatively narrow audience range, it will take some time for security mobile phones to fully enter the market.
There is a long way to go for mobile phone security, and entering the enterprise market may become a new incremental way
Overall, as mobile phones gradually become a tool with greater stickiness in people's lives, mobile phones have also become a field that is vulnerable to various virus attacks. The status of the mobile security market is still improving, and the industry still has a lot of room for development.
As mentioned earlier, the domestic mobile phone security market has entered a stage of slowing growth, so the overall development in the future may move towards the value mining of existing users. However, it is obvious that the protection performance of the security housekeeper that comes with smartphones is getting better and better, and the functions are similar to those of third-party security software. At the same time, as wifi spreads across every corner of life, mobile phone memory is getting higher and higher, traffic monitoring is not so important to people, and the memory cleaning function is no longer favored. Therefore, for companies that provide third-party security software, it seems not so easy to tap the value of existing users.
However, as corporate office work shifts to mobile terminals, corporate people's attention to mobile phone security is also rising. For some corporate people, corporate data and various confidential information play a vital role, and are also high-incidence areas of virus attacks. If the mobile phone security market can seize this trend, improve the security protection performance of corporate office work in a targeted manner, promote the development of the mobile office security market, and bring good news to mobile office people, it will also be a step further in achieving the goal of tapping the value of existing users.
At the same time, with the development of artificial intelligence technology, applying artificial intelligence technology to mobile phone security protection has also become a new development direction for the mobile phone security market. With the support of artificial intelligence technology, the comprehensive coverage of mobile phone users' life scenes can be completed, which can provide mobile phone users with more intelligent security protection operations.
In general, various mobile phone viruses have died in batches in rounds of suppression, but at the same time, new viruses have swept in, and the problem of mobile phone security has always lingered in people's lives. In the future mobile phone security market, if the mobile phone itself has a very high security system and users do not need to worry about security issues, there will be no such thing as a third-party mobile phone security guard. However, it is not so easy to completely remove the virus that threatens the security of the mobile phone, so the battle for mobile phone security is still a protracted war.
With the rapid development of mobile Internet and the popularity of smart phones in recent years, many mobile payment tools have also been born, such as WeChat, Alipay and other commonly used payment software, which have become the first choice for people to pay for travel consumption. At the same time, it is the birth of these mobile payment tools that makes protecting mobile phone security gradually becoming more and more important.
The quarterly detection report on the mobile phone security market in 2016-2017 released by iiMedia Research shows that in 2016, users are concerned about many types of mobile phone security issues, of which 73.3% of users are concerned about the safety of mobile phone payment property, and 64.8% of users are concerned about personal privacy leakage. In addition, there are common mobile phone security issues such as harassing calls, public wifi security, and spam text messages. At the same time, the report also shows that users' overall awareness of mobile phone security is not high, and mobile phone security issues are still prominent.
In fact, the situation of mobile phone security issues has remained severe since the outbreak, especially the trend of mobile phones gradually replacing PCs in recent years, making it a high-incidence area for various viruses and Trojans. News reports about the outbreak of new mobile phone viruses are one after another, and mobile phone security issues are still "reborn in the spring breeze", and they will suddenly emerge to threaten users' mobile phone security. As for the control of mobile phone security issues, although many security guards have taken more and more in-depth protective measures, the means of virus makers are becoming more and more sophisticated, and various "unpreventable" security risks have always existed in mobile phones.
In addition, the report also shows that as of the fourth quarter of 2016, the number of domestic mobile phone security users was 539 million, and until the third quarter of 2017, this number reached 559 million, with a growth rate of 1.27%. This shows that the scale of domestic mobile phone security users has begun to enter a stage of slowing growth in the past two years, and the dividend of user scale growth is fading.
Therefore, in the mobile phone security market where mobile phone security issues are still severe and the growth rate of user scale is slowing down, the overall development in the later stage will focus on tapping the value of existing users. In the process of tapping the value of existing users, the mobile phone security market has gradually been divided into two camps, one is the professional third-party mobile phone security guard camp, and the other is the security mobile phone that has emerged in the past two years. Both sides together form the security line of the mobile phone security market, but they still have some shortcomings.
Third-party mobile phone security guard: security nature deteriorates, protection function is not thorough
In addition to the professional functions of virus detection and monitoring in mobile phone security protection, the third-party mobile phone security software on the market has become a must for many mobile phone users to install mobile phone applications because of other derived rich functions. As we all know, the functions of these mobile phone security software are mainly divided into: virus detection, traffic monitoring, blocking harassing calls, blocking advertisements and spam text messages, and cleaning mobile phone memory. In the early stage of the development of smart phones where mobile phone memory and traffic are generally not high, mobile phone security guards are favored by smart phone users.
However, as mobile phone hardware and software technologies become more mature, the protection performance of mobile phones themselves is getting better and better, so the virus monitoring function of mobile phone security guards seems to be less valued. In addition, in the stage of slowing user growth, mobile phone security software still has some problems in development.
First, too many permissions need to be opened, and the security nature has deteriorated. As a software dedicated to protecting mobile phone security, its functions are constantly being optimized and improved, but in the process of becoming more and more rich and perfect, these software for protecting mobile phone security have undergone subtle changes in the nature of security. These changes are manifested in that before helping users achieve a certain function, users need to open many mobile phone permissions, which may invisibly cause the insecurity of mobile phones.
For example, Tencent Mobile Manager needs to open the self-start permission to protect the phone in real time, and open the contact and SMS permissions to effectively monitor certain security options of the phone; 360 Security Guard also requires users to open the self-start permission, otherwise many basic functions will be unusable, and permissions such as SMS and reading call records must be opened, otherwise it will affect the use of functions such as traffic monitoring and fraud interception. From this point of view, these mobile security guards are meant to protect the security of mobile phones, but in the end, due to too many permissions obtained, the security nature seems to have deteriorated.
Secondly, the security protection function is not thorough enough and may only play a security auxiliary role. As the name suggests, the role of mobile security software is to protect the security of mobile phones, and then expand to other derivative functions, but the security protection function of some mobile security software does not seem to be so "professional". When performing mobile phone antivirus operations, it is necessary to cooperate with another antivirus software of its own to fully exert the antivirus effect.
For example, Kingsoft's Kingsoft Mobile Security, although it has conventional options such as harassment blocking and software scanning in the mobile phone protection function, it needs to cooperate with its Kingsoft Mobile Security to maximize the antivirus effect when performing mobile phone antivirus operations. From this perspective, Kingsoft Mobile Security seems to have only played an auxiliary security monitoring role, and the real security guard is actually Kingsoft Mobile Security. In this way, in order to achieve the purpose of thorough antivirus, mobile phone users need to install two software with similar functions. This not only wastes user memory, but also makes users rebellious and turn to other security software.
In addition, some mobile phone security software also has the problem of fast power consumption and "stealing" traffic. Some of them will cause mobile phone freezes due to excessive memory.
On the whole, third-party mobile security software has attracted much attention from users in the mobile security market because of its professionalism. However, due to technical limitations, there are still many functions that need to be optimized and improved.
Secure mobile phones targeting business security: entering the market too early and not rigid demand, internal strength still needs to be cultivated
In order to cater to the needs of some users for highly secure mobile phones, many mobile phone manufacturers have released secure mobile phones with higher security performance than ordinary smart phones. Such mobile phones are more professional in security protection performance.
For example, the ZTE V870, a secure mobile phone targeting the government market, and the Gionee M7 targeting the business market, as well as the Kuomi and Veb mobile phones that also target the business population but are not well-known.
Since last year, secure mobile phones have been a hot spot in the mobile security market. With the advantages of the companies themselves, some secure mobile phone brands have gradually become well-known. However, due to objective factors such as the timeliness of entering the market, the concept of secure mobile phones has not been fully popular in the market, and the popularity is generally not high.
In addition, for some ordinary mobile phone users, secure mobile phones are not a rigid demand in the mobile phone category at present, so it is understandable that they are generally not well-known. After all, for most users, the high security of a mobile phone cannot be a reason for them to buy a mobile phone. If they think that the mobile phone is not safe enough, at least they can use third-party mobile phone security software. As these security mobile phone brands are involved in, security mobile phones are currently only suitable for people in the government and business markets.
Therefore, overall, due to the "young" entry experience and the relatively narrow audience range, it will take some time for security mobile phones to fully enter the market.
There is a long way to go for mobile phone security, and entering the enterprise market may become a new incremental way
Overall, as mobile phones gradually become a tool with greater stickiness in people's lives, mobile phones have also become a field that is vulnerable to various virus attacks. The status of the mobile security market is still improving, and the industry still has a lot of room for development.
As mentioned earlier, the domestic mobile phone security market has entered a stage of slowing growth, so the overall development in the future may move towards the value mining of existing users. However, it is obvious that the protection performance of the security housekeeper that comes with smartphones is getting better and better, and the functions are similar to those of third-party security software. At the same time, as wifi spreads across every corner of life, mobile phone memory is getting higher and higher, traffic monitoring is not so important to people, and the memory cleaning function is no longer favored. Therefore, for companies that provide third-party security software, it seems not so easy to tap the value of existing users.
However, as corporate office work shifts to mobile terminals, corporate people's attention to mobile phone security is also rising. For some corporate people, corporate data and various confidential information play a vital role, and are also high-incidence areas of virus attacks. If the mobile phone security market can seize this trend, improve the security protection performance of corporate office work in a targeted manner, promote the development of the mobile office security market, and bring good news to mobile office people, it will also be a step further in achieving the goal of tapping the value of existing users.
At the same time, with the development of artificial intelligence technology, applying artificial intelligence technology to mobile phone security protection has also become a new development direction for the mobile phone security market. With the support of artificial intelligence technology, the comprehensive coverage of mobile phone users' life scenes can be completed, which can provide mobile phone users with more intelligent security protection operations.
In general, various mobile phone viruses have died in batches in rounds of suppression, but at the same time, new viruses have swept in, and the problem of mobile phone security has always lingered in people's lives. In the future mobile phone security market, if the mobile phone itself has a very high security system and users do not need to worry about security issues, there will be no such thing as a third-party mobile phone security guard. However, it is not so easy to completely remove the virus that threatens the security of the mobile phone, so the battle for mobile phone security is still a protracted war.
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