CASE STUDY ON INTERNET SECURITY

PRODUCT SALES DIP OF VIETTEL

.

CYBER SECURITY
 .

INTRODUCTION

• Ken Research is a Global aggregator and publisher of Market intelligence research reports, equity reports, data
base directories and economy reports.
• A Leading Research & advisory firm that aid in data driven business decisions for Large Enterprises and start-
ups fearlessly
• The firm is based based out of India, Indonesia and UAE. Since 2011
KEY MARKET INSIGHTS GLOBAL CYBER
THREAT
GLOBAL THREAT INDEX MAP
The map displays the cyber threat risk index globally, demonstrating the main risk areas around the world.*
GLOBAL AVERAGE WEEKLY ATTACKS
DELIVERY PROTOCOLS
GLOBALMALWARESTATISTICS
TOP MULTIPURPOSE MALWARE
NAMING CONVENTIONS
MALWARE FAMILY DESCRIPTIONS

Acid Rain
Acid Rain is a destructive malware reported on 24 February 2022 targeting Viasat modems. Coinciding with the
Russian ground invasion of Ukraine, Acid Rain attack on satellite communication systems caused widespread
disruption to communication systems providing services to Ukraine.
AgentTesla
AgentTesla is an advanced RAT which functions as a keylogger and password stealer and has been active since
2014. AgentTesla can monitor and collect the victim's keyboard input and system clipboard, and can record
screenshots and exfiltrate credentials for a variety of software installed on a victim's machine (including Google
Chrome, Mozilla Firefox and Microsoft Outlook email client). AgentTesla is sold on various online markets and
hacking forums.

AlienBot

AlienBot is a banking Trojan for Android, sold underground as Malware-as-a-Service (MaaS). It supports keylogging,
dynamic overlays for credentials theft, as well as SMS harvesting for 2FA bypass. Additional remote control
capabilities are provided using a TeamViewer module.
Anubis
Anubis is a banking Trojan malware designed for Android mobile phones. Since it was initially detected, it has gained
additional functions including Remote Access Trojan (RAT) functionality, keylogger, audio recording capabilities and
various ransomware features. It has been detected on hundreds of different applications available in the Google
Store.

AZORult
AZORult is a Trojan that gathers and exfiltrates data from the infected system. Once the malware is installed on a
system, it can send saved passwords, local files, crypto-wallet data, and computer profile information to a remote
C&C server. The Gazorp builder, available on the Dark Web, allows anyone to host an Azorult C&C server with
moderately low effort.

Azov

Azov is a data wiper first reported in November 2022 and mostly being spread via SmokeLoader malware. The
ransom note left on victim systems blames security researchers and political entities for the fighting in Ukraine.
Bazar
Discovered in 2020, Bazar Loader and Bazar Backdoor are used in the initial stages of infection by the WizardSpider
cybercrime gang. The loader is responsible for fetching the next stages, and the backdoor is meant for persistence.
The infections are usually followed by a full-scale ransomware deployment, using Conti or Ryuk.
Black Matter
BlackMatter is a ransomware operated in a RaaS model. The malware has been active since 2021 with victims
including multiple US critical infrastructure entities. BlackMatter is possibly a rebranding of the DarkSide
ransomware.
 OBJECTIVE:
.
TO EXPLORE THE REASONS BEHIND THE SALES DIP IN THE INTERNET SECURITY PRODUCT CATEGORY FOR
VIETTEL CYBER SECURITY AND IDENTIFY THE REQUIRED INTERVENTIONS TO IMPROVE THE SALES.

Observation Points and Key Performance Indicator:

• Sales trend analysis over the past 12 months for the internet security product category
• Market share of Viettel Cyber Security in the internet security product category
• A study of the major internal and external factors affecting Viettel Cyber Security in the form of a SWOT
analysis
• An in-depth view of the business model of Viettel Cyber Security including a breakdown and examination of key
products.
• Customer feedback and reviews on the internet security product category
• Competitor analysis to identify their offerings and strategies
• Conversion rates of leads to sales in the internet security product category
• Effectiveness of marketing campaigns and channels used to promote the internet security product category.
• The impact of the COVID-19 pandemic on the sales of Internet Security Products.
 RESEARCH APPROACH AND METHODOLOGY:

.The research will be conducted using a combination of quantitative and qualitative methods, including
surveys, interviews, and data analysis. The methodology will involve the following steps:

• Data analysis: Sales data and market share data for the internet security product category will be analyzed to
identify trends and patterns.

• Surveys: Surveys will be conducted with existing and potential customers to gather feedback on the internet
security product category.

• Interviews: Interviews will be conducted with sales team members, product managers, and marketing team
members to gain insights into their perspectives on the sales dip and potential interventions.

• Competitor analysis: A detailed analysis of competitors will be carried out to identify their strategies and
offerings.
 Interviews Mode of Interviews Sample size

.
Sales Team Members Face - to - Face 10

Product Managers Face - to - Face 5

Marketing Team Members Face - to - Face 5

Existing customers Online surveys 200

Potential customers Online surveys 200

Competitors Online research and analysis 5

DESIGNATION-WISE SAMPLE COVERAGE:

Sales Representatives: Junior-level to senior-level representatives from different regions and sales
territories to understand the challenges faced in selling the Internet Security Products and customer
feedback.
Marketing Managers: Senior-level managers responsible for marketing and promotions of the Internet
Security Products to understand the effectiveness of current marketing strategies and identify potential
areas for improvement.
Product Managers: Senior-level managers responsible for the product development and management
of the Internet Security Products to understand the product features, pricing, and quality and identify
potential areas for improvement.
Customers: Mix of individuals and businesses, covering different age groups, occupations, and income
levels to understand their buying behaviour, feedback on the product, and potential areas for
improvement
TIMELINES & MILESTONES

Weeks Day 0 WK1 WK2 WK3 WK4 WK5 WK6 WK7 WK8 WK9 WK10 WK11 WK12

Activities

Kick-Off Meeting

Secondary Research & Pilot

Interviews
End User Analysis

Detailed Face to Face Interviews

Competition Analysis

Market Analysis & Sizing

Distribution Analysis

Conclusion
PROJECT TEAM STRUCTURE
Ken Research deploys independent teams with domain expertise to work on core aspects of Project execution.

 Complete business
concept development
 Roll-out Plan
Strategy Consultant  Input, challenges and
validation of
 Steering Group recommendations
STRATEGIC PLANNING

 Expert Input  Project Costing

 Challenges &  Financial Planning
Financial Consultant
Support  Financial Validation
Project Head

Data Scientist
 Shape project
approach
 Technical & Project
Input Software Engineers
PROPOSED FEE STRUCTURE
Project Deliverable Payment Linked

Market Research

40,000 USD
Consulting (Review & Recommendation) artifact

Regions Covered Vietnam

 DELIVERABLE FORMAT

THE RESEARCH WILL BE COMPLETED WITHIN A TIMELINE OF 3 MONTHS.

THE DELIVERABLE FORMAT WILL INCLUDE A COMPREHENSIVE REPORT WITH ACTIONABLE INSIGHTS AND
SPECIFIC RECOMMENDATIONS FOR IMPROVING SALES AND MANAGING SALES DIPS.

THE REPORT WILL BE PRESENTED IN A POWERPOINT FORMAT AND WILL INCLUDE DATA VISUALIZATIONS,
CHARTS, AND TABLES TO SUPPORT THE FINDINGS.

THE REPORT WILL BE DELIVERED IN BOTH HARD COPY AND SOFT COPY FORMATS.