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Boom in digital marketing to present new security challenges

KP Unnikrishnan, Regional Marketing Director at Palo Alto Networks, Asia Pacific & Japan | Feb. 2, 2016
In the days ahead, along with the pressure to create ROI, organisations will also need to improve their security outlook to keep threats at bay, advises KP Unnikrishnan of Palo Alto Networks.

Most apps can do exactly what websites can- and in many cases do it better - and this will lead to a volume challenge. The sheer number of apps can potentially degrade security and be open to exploitation.

Emergence of virtual reality
Virtual Reality (VR) has made great strides in recent years and numerous products such as Facebook's Oculus Rift and the HTV Vive are poised to hit the market. According to a report from market research and consulting firm Tractica, consumer spending on VR hardware and software is expected to reach US$21.8 billion by the year 2020. VR is also leaving an impression in other sectors such as the Asia Pacific gaming market where VR is expected to grow at a CAGR of 52.57 percent during 2014-2019.

A new phenomenon, with little regulation and standardization, VR opens the door to new, never-before-experienced cyberattacks. Virtual reality platforms will connect to the web or web-based apps, again resulting in a broader base to launch cyberattacks for cybercriminals.

Expansion of wearable technology
The IoT market is moving beyond its infancy. Many wearable gadgets including smartwatches, smart glasses and fitness trackers offer access to the web and very little control for secure access. While most enterprises in Asia Pacific have some form on a BYOD policy in place for employee laptops and smartphones, it's not clear how many of these policies also account for the impact of wearables devices. Yet, most of these devices will somehow connect to a larger corporate network. This provides cybercriminals with the benefit of a lower barrier to entry into any connected organisation.What is the common characteristic of all of these devices? Connectivity to the Internet through applications. And with this connectivity comes increased exposure to cyber threats. Think of it as today's mobility market on steroids.

While it will become increasingly important (and common) for most companies to enable Internet-connected devices, a key goal for IT and security departments will remain the safe enablement of the applications that power those devices. Neither Web nor email security will be able to appropriately protect against future attacks from cybercriminals targeting your organization through the IoT.

We do not expect to see a major shift in web-based attacks in Asia Pacific during 2016. Instead, we will see an adjustment in the behaviour of cybercriminals and their use of the cyberattack lifecycle, mainly in how they infiltrate companies.

New technologies and disruptions like these will be the new ways of doing business and getting more competitive. The worry of cyber attacks should not deter organisations that are using newer apps and tools to gain competitive advantage. Work can continue seamlessly by ensuring organizations have the right platforms to prevent breaches and attacks.


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