Policeware Marketing: Medium Blog Post a Preferred Channel
May 27, 2020
Just a short note. Sintelix, a developer of policeware, published a white paper called “Sintelix – The Text Intelligence Solution.” The document is available on Medium, a popular publishing platform. The white paper / product description is about 1,500 words in length. The article contains illustrations, diagrams, and lists. One of the DarkCyber team said, “It reads like a product brochure.” I thought the information was useful. The Sintelix decision to use Medium is one additional example of the stepped up marketing policeware and intelware vendors are taking. Shadowdragon is using Twitter to promote its policeware system. Palantir Technologies’ CEO has used public forums and video to explain use cases for its investigative and analytic system. LookingGlass has moved forward with online demonstrations and webinars for potential licensees of its cyber system.
Observations:
- Tradition has dictated that vendors of specialized services developed for law enforcement and intelligence agencies market via personal contacts or restricted/classified events. The fierce competition for available government contracts may be forcing a change.
- Face-to-face events like breakfasts, brown bag presentations, and lectures for LE and intel professionals may be difficult to supplement with online-only initiatives. Plus, there is the danger of webinar fatigue or the sign up and no show problem. Security is also a consideration because some attendees may not be whom they purport to be on registration form.
- Expanded visibility like that achieved by NSO Group may have unexpected consequences. Some government procurement processes shy away from high-profile vendors. As a result, obtaining information about the activities of a Leidos, for example, is difficult. Increased visibility may repel some potential customers.
The shift in marketing, no matter how minor, is important. The downstream consequences of visibility are difficult to predict because conference organizers, procurement processes, customers who prefer face-to-face interactions, and similar pre Rona methods may no longer work as well.
Stephen E Arnold, May 27, 2020
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