Armed with shiny badges, note taking pads, and our most comfortable shoes, the Made By Giants team headed over to one of Europe’s most prestigious cybersecurity events –  Infosecurity Europe 2024. 

Amongst the organised chaos of the ExCel, one thing quickly became evident – the European cybersecurity sector is teeming with opportunity. There was palpable confidence in the air about the growth potential in the market, reflected in the conversations being had by vendors. 

The main takeaway was clear: the cybersecurity market is recovering and quickly moving towards market consolidation. Amid this optimistic buzz, I spotted a critical need for cybersecurity brands to intensify their communication strategies and effectively articulate their core purpose, fast. 

This buzz is backed by recent numbers that suggest investments in the cybersecurity market have picked up significantly in 2024, as have M&A deals. This is particularly true in Europe. As of 2024, Europe has attracted the highest amount of private equity and venture capital investment, totaling $5.34 billion, largely due to the Darktrace deal. Cybersecurity-related M&A deal activity surged by 603% in Q1 2024 compared to the previous quarter’s total of $3.4 billion.

What does market consolidation mean for customers?

Market consolidation can stir a lot of confusion among customers and has potential consequences for their business. Large M&A deals are often marked by transitioning pains with technical integrations, causing potential service disruptions if not effectively managed. Market consolidation tends to reduce the competitiveness of a market. Customers may also fear the loss of specialised solutions or vendor lock-in.

While consolidation will ultimately result in more streamlined and cost-effective solutions, a clear communication strategy is essential. It will help reassure customers that they are in ‘safe hands,’ as the cybersecurity landscape drastically changes. Clearly communicating how an organisation’s decisions prove dedication to its purpose will help manage customer nerves. 

Balancing Market Consolidation with Cyber Resilience

High-profile attacks are happening more frequently and vendors must ensure market consolidation does not happen at the cost of cyber resilience. 

Against the backdrop of Infosecurity Europe’s positive conversations, London experienced one of its most severe cyber attacks. On the first day of Infosecurity, Tuesday, 4th June, major hospitals across London declared a critical incident due to a cyberattack on an NHS pathology supplier. The ransomware attack delayed blood transfusions and caused all non-emergency procedures to be cancelled. 

The truth is, we’re likely going to see a lot more high-profile cyber attacks. Threat actors are finding new ways to target large organisations through their third-party providers, who may not have massive cybersecurity budgets. Amidst heightened fear and confusion, getting your technology story right and doubling down on educating audiences about how your technology protects them will ensure them that internal changes will not impact your solution’s ability to guarantee ongoing cyber resilience. 

Market consolidation accelerated by AI 

From SentinelOne unveiling its AI Threat Hunting Assistant to keynote speaker Henry Ajder explaining how AI can drive threat and defence innovation, AI was hard to ignore at Infosecurity Europe this year. As more and more cybersecurity vendors develop AI technology, widespread adoption of AI will accelerate market consolidation with legacy vendors seeking to enhance their portfolios through AI-powered capabilities. 

All the buzz has made customers, investors, and partners wary of AI-washing. It’s essential to clearly define your brand’s  voice on the role of AI in cybersecurity as well as within your solution. A clear authentic narrative about your AI technology, grounded in proof, will cut through the noise. Steer clear of tired AI buzz phrases that leave customers with more questions than answers. 

The cybersecurity market will see seismic changes in the next couple of years filled with new opportunities for security vendors. The excitement is becoming evident at large industry events such as Infosecurity Europe. Market shifts should be navigated with a clear comms strategy that reassures stakeholders of your dedication to the company’s core mission.

Are you in need of strategic counsel on how to shape up your comms strategy amid cybersecurity M&A activity?

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