Today, antivirus clients are doing a lot more than just providing protection against viruses. These newer breeds of antivirus products can provide:

Two to three years ago, antivirus vendors began buying other endpoint security companies. For example when Symantec bought Vontu (DLP vendor) it became clear that the industry was moving from desktop antivirus to endpoint security protection.

Increased Threats to Endpoint Security
In the past few years, there has been a notable increase in the amount of spyware and adware. Often called PUPs (potentially unwanted programs) these can range from mere annoyances to severely disruptive programs.

Botnets are also a big concern right now with people's machines being taken over and used in big zombie networks to send out spam and attack other people's computers (denial of service attacks) and host copyrighted material such as music and movies.

Trojans are also a major issue since they're built specifically to steal personal information. For example, there is a trojan out there that captures logons to online banking systems.

Industry Updates
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