Hi Chris
"I'm trying to understand the encryption market just a little better and why people will want to buy JAWS. If they are unknowledgeable like me and say, "Why do I need encryption software? My browser already has a secure mode" then what is the answer to that?"
In today's market, Jaws' 4096 bit encryption is overkill. But when Jaws decided to enter the encryption market, they didn't want to start with a "me too" product and they wanted to try to set the standard for the next (e.g.) 10 years. They wanted to draw attention to themselves; hence, the $5M contest and 4096 bit software. But it's not just the strength of the software that is important;, it's also how fast does it encrypt large files and how small an application can it be used for (e.g. smart cards). So Jaws combines strength, speed and size, a terrific marketing combination.
So now when they go after the corporate contracts, they can offer a superior product for the same price. What corporation wouldn't want to be able to boast that they are using the world's strongest encryption software, especially if you're a company like Pinkerton's, trying to attract clients?
For the home user, if all you're doing is sending non-critical e-mails or keeping non-sensitive information on your hard drive, the built-in level of security is probably sufficient. But again, it's marketing. If I told you that for $49.95, you could have the best encryption software going, would you buy it? Some will, some won't. What Jaws really wants to do for the home market is to hook up with a manufacturer (Gateway, Dell) and have L5 built into the firmware. And they build a marketing campaign around it, "Buy our computer with the world's strongest encryption inside."
I believe that computer security issues are gradually seeping into the public's consciousness. The more articles about hackers that are picked up by the main stream press will be excellent for the encryption industry - and that can only help Jaws.
bruin |
