No one wants to buy security. They want to buy something truly useful -- database management systems, Web 2.0 collaboration tools, a company-wide network -- and they want it to be secure. They don't want to have to become IT security experts. They don't want to have to go to the RSA Conference. This is the future of IT security.
You can see it in the large IT outsourcing contracts that companies are signing -- not security outsourcing contracts, but more general IT contracts that include security. You can see it in the current wave of industry consolidation: not large security companies buying small security companies, but non-security companies buying security companies. And you can see it in the new popularity of software as a service: Customers want solutions; who cares about the details?
