Consolidation, or Startups Popping out Like Mushrooms?

If technology is the enabler, and the hot commodity these days, spammers will definitely twist the concept of targeted marketing, while taking advantage of them. Last week I've mentioned the concepts of VoIP, WiFi and Cell phone spam that are slowly starting to take place.

Gartner recently expressed a (pricey) opinion on the upcoming consolidation of spam vendors, while I feel they totally ignored the technological revolution of spamming to come -- IPSec is also said to be dead by 2008..

"The current glut of anti-spam vendors is about to end, analysts at Gartner said Wednesday. But enterprises shouldn’t stay on the sidelines until the shakeout is over. By the end of the year, Gartner predicted, the current roster of about 40 vendors in the enterprise anti-spam filtering market will shrink to fewer than 10. As consolidation accelerates and as anti-spam technology continues to rapidly change, most of today’s vendors will be "left by the wayside," said Maurene Caplan Grey, a research director with Gartner, and one of two analysts who authored a recently-released report on the state of the anti-spam market."

The consequence of cheap hardware, HR on demand, angel investors falling from the sky on daily basis, and acquiring vendor licensed IP, would result in start ups popping up like mushrooms to cover the newly developed market segments, and some will stick it long enough not to get acquired given they realize they poses a core competency.

Sensor networks, spam traps, bayesian filters, all are holding the front, while we've getting used to "an acceptable level of spam", not the lack of it. What's emerging for the time being is the next logical stage, that's localized spam on native languages, and believe it or not, its gets through the filters, and impacts productivity, the major problem posed by spam.

SiteAdvisor -- I feel I'm almost acting as an evangelist of the idea -- recently responded to Scandoo's concept, by wisely starting to take advantage of their growing database, and provide the feature in email clients while protecting against phishing attacks. End users wouldn't consider insecure search by default in order to change their googling habits, they trust Google more than they would trust an extension, and they'd rather have to worry about Google abusing their click stream, compared to anything else. Anti-Phishing toolbars are a buzz, and it's nice to see the way they're orbiting around it.

Be a mushroom, don't look for an umbrella from day one!