Well, most often thanks to word-of-mouth. It goes something like this:
Step 1: The need
A PC user with an expiring or troublesome antivirus figures out he has a need for new security. (This does not happen to Mac users because of course they DO know Macs don’t need any AV…
Step 2: The call
A PC user calls his favorite geek or IT friend who knows EVERYTHING about computers. Yes, a PC user could also make the effort and learn about it himself, read some reviews, check some comparative tests, and so on, but that takes too much time.
Step 3: The advice
“get avast free antivirus …” OR “download avast free” OR “install avast home version”. Then your friendly geek hangs up because his time is valuable.
Step 4: The what?
The PC user is not really sure what it was he needs to do or where to go or how to spell it, but for this we have Google. So, he googles it out. Voila! Easy!
Step 5: Download
Google lists out the search results, the PC user goes to any of the top links, clicks-through to AVAST page and downloads avast! Free Antivirus. Some 15 million people do this every month, and right after they would choose install>accept>next>next>finish>thank you. Read more…
In any line of business – and I guess this is not only common sense but also part of any basic “marketing 101” class – you will learn that it’s important to know WHO your customers are. So I’m surprised that in the spam-sending business the spammers haven’t figured that one out yet. And I mean it. Their customer-understanding, user-insights and target-group-defining in general are just BAD. In fact, it’s so bad that if they don’t get better fast they might just go out of business…
If you are a smartphone user and take pride in the phone brand you are using (yes, most users do…) you have for sure noticed the 5-day media frenzy over president Barack Obama’s alleged switching from Blackberry to Samsung… that was promptly denied by the White House and of course by Blackberry, as well. Here’s a taste of the newspaper stories…
When we launched the AVAST Free for Education program last November, some journalists were asking us “what’s the catch”… They didn’t quite understand why we would do such a thing. I guess for them “advertising” means TV commercials, print ads, online banners, radio adverts, billboard, outdoor, and so on. In the world of antivirus companies, that would mean a company like Norton/Symantec, which pours $2.8 billion into Sales and Marketing (42% of its annual revenue).
But advertising can be different! Such as providing free computer security for Salt Lake Country Library System. In total: 50 servers and 500 computers in 18 library locations. Cost? Our cost is only to provide the virus definition updates, as we do pay for the bandwidth. That is less than 2 cents per year per computer. In this example, the servers are getting the updates and they mirror them within the network for free. Total cost for AVAST: $1 per year (yes, ONE dollar).
Benefit? Well, I guess we will not be visible to all of the 600 thousands library card holders served by the 18 libraries. But I’m sure we got 1 loyal user there: Scott Condie, the library Infrastructure Manager. (To quote him: “AVAST is a great product! Works as well as any antivirus program we’ve ever used. And it doesn’t have the bloat that slows down PC performance like other products we tested.”)
Then there are the 380 employees of the library whose computers are now protected by AVAST. And of course we will be visible to some of the library visitors who use the on-site computers. Overall, not bad visibility for $1 per year. Quite likely many of them will install AVAST on their home computers once their Norton license expires. And if only one of them buys an AVAST paid-for version… our advertising investment of 1$ into the Salt Lake Country Library System has paid for itself. More than enough!
Free is GOOD
If your library license is about to expire… get one for free here: www.avast.com/education
Norwalk and La Mirada are two suburban cities in Los Angeles County, with a combined population of 155 thousand people. The Norwalk-La Mirada School District embodies 17 elementary, 6 middle, and 5 high schools – for a total of 20,000 students and 2,000 staff and faculty.
Viet Tran, the Network Administrator, applied for a free license (3,000 endpoints and servers) based on a recommendation from his friends back in May. Deployment in the testing environment was smooth and, with full installation, Norwalk-La Mirada is looking at a nice annual savings of $30,000.
Free is good!
Happy back to school
Dear Tom Torlakson
(and the California Department of Education),
I’d like to personally congratulate you: CALIFORNIA is now the number 1 state benefiting the most from our AVAST Free for Education program! (surpassing Illinois)
Over 160 Californian schools, school districts, libraries and universities – the most from any one State – use our free computer antivirus security. In total, we are protecting some quarter of a million computers and over 10,000 servers for over 1 million students and faculties in California districts such as San Diego Community College District, Inner City Education Foundation Public Schools, Mt. Diablo Unified School District, Huntington Beach City School District and others. Combined, this has saved the schools in California over $5 million per year, money that can be better invested in the children’s future. And I’m sure we will do even better!
How about we schedule a lunch for when we’ve doubled that saving? Agree?
Please get in touch.
With best regards,
AVAST Marketing Director
korenko at avast.com
Six months since its launch in the US (a pilot country), AVAST Free for Education covers nearly 2 million computers and servers belonging to over 1,400 schools, districts, universities, libraries, and other educational institutions. At market price, these institutions are saving $20 million per year by getting the AVAST enterprise-level protection for free. In other words, we are freeing up about $20 million of the schools’ budgets that the schools could use for the students’ benefit. Read more…
At the end of November 2012, AVAST launched our Free for Education program, giving business-grade antivirus protection to schools, universities, school districts, libraries, and other education institutions in the USA – for free. I have to say… things are going really well ;) (Albeit there is one unbelievable “but”…) Read more…
We face quite a dilemma every time we have something worthwhile to celebrate here at AVAST. For example, when we reached 100M and then 150M PCs users, when we launched a new product, or when this new free product achieves better detection scores than paid-for competition. Since we now have a solution for mobile security we of course also celebrated the launch last December and then we celebrated reaching 10M protected phones less than a year later. We celebrated seeing our Facebook fan club growing by 300 000 in a single day and sure enough we will celebrate when our fan club reaches 2 million as it is getting closer to every day.
The problem is… celebrated with WHAT? Read more…
A Google alert just popped up this review from Android Authority titled: “The best just got better“. And I just love the writeup from the author Simon Hill…
“After trying a number of Android security apps and comparing their performance in independent tests it is easy to recommend Avast Mobile Security as your best option. The sheer variety of features is more in keeping with a premium app, but it is still completely free.”
So if you have an Android phone – and according to the latest data by Gartner there should be about 450 million of you out there – go to Google Play and get the best rated security app. For free.
I’m still having my old Nokia but I guess time has come to get the shiny Galaxy S3 and install as well