More thoughts on "Big is the New Small"

In some of the early RSA conversations out here, the idea of "Big is the New Small" is going over very well. Lots of heading nodding, which is always a good sign. To refresh real quick, for a long time small was in. Start-ups were innovative and exciting and customers wanted best of breed. Suites were not interesting. But, in this new world of stifling complexity, customers looking for answers - not widgets. Big companies are best positioned to provide those answers.

But lots of companies are trying to appear big. We've seen a ton of partnership/business development announcements here at RSA, in order to give the impression of "big," even if they aren't. But customers shouldn't be deceived. Unless the technology is embedded and transparent, it shouldn't be interesting.

Can you hear the cringing of the vendors out there? Yes, it's hard to do true integration, but it needs to be done. Take for example the AV integration into e-mail gateways. Customers say they want AV on their gateway, and it's there. Manageable from the same interface. Reporting into the same logs. Populating the same quarantines. That's what is needed from an integrated solution.

Sure, small companies can appear big by focusing on integration. Big companies can also appear slow and lumbering by taking years to integrate acquired technology. Customers don't have time to wait. They want logically integrated solutions (mostly through management) right now.