London-based antivirus software provider BullGuard has announced that its name for its “consumer and channel activities” will become Norton.
Last year, BullGuard was bought by German cybersecurity firm Avira, which itself is owned by US-based cyber security outfit NortonLifeLock.
BullGuard revealed it has now begun transitioning its products, services, customers and partners to Norton and it will abandon the BullGuard logo or branding.
BullGuard’s sales team remains largely in place, along with some new additions from Norton that the company plans to reveal in due course.
The provider is encouraging partners to join the new Norton Empower Reseller Programme, which it says will offer “the same level of account support” as its own Advantage Partner scheme. Businesses joining the initiative will receive Revenue Share benefits on Norton Empower products.
“This represents an amazing opportunity for independent resellers to be able to earn Revenue Share on Norton Empower products, and benefit from the opportunities afforded from a brand that achieves 87 per cent global brand awareness”, BullGuard explained.
New end users will also be able to take advantage of Norton Empower products that now incorporate some of BullGuard’s own features – such as Game Booster into Game Optimiser.
The move will hack off a number of Bullguard’s resellers as selling Norton puts them in direct competition with large high-street multiples who are not incentivised to sell lesser-known AVs like Bullguard.
It is unlikely that an independent retailer will stock a product which their approved distributor sells to them for £30 when it can be purchased on the high-street as a loss-leader for £15.
Then there is the small matter of customers who like Bullguard but perceive Norton as a little too resource hungry.
