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substandard code, it is a mechanism to keep attackers at bay and out of critical systems while
you fix them.

There’s an obvious market for the “protect in play” state of application software on embedded
systems and servers; the trick is figuring out how to monetize it. We know that the number of
devices deployed in the world is large and that pricing will be low because customers are
traditionally averse to paying for security. However, let’s examine a mid-level pricing strategy
anyway.

The Embedded Systems market is estimated at US$150B, with $4.2B of that being software. If
a whitelisting system could attach a penny to every dollar, the market for the product would be
roughly $1.5B. With an assumption that Linux is used by 38% (not including Android,) the
market size would be $570M. Adding in Android, where estimates are about 28% usage, the
opportunity grows to $990M, nearly a billion dollars.
Naturally these numbers are complete swags and will likely be much lower, even if it’s 10% of
the swags we hit $57M and $99M, not a bad little business.

Numbers don’t lie. If there’s a $60M opportunity in Linux whitelisting, why aren’t Software
Vendors moving swiftly to capitalize on a market opportunity as they have done frequently in the
past? I think they’re standing around worrying about having to support thirty (30) different kernel
versions and not seeing the big picture. I also think it’s time to get off our butts and make it!
The IoT needs it.

About the author:

Mr. Jenney brings more than 25 years of high-tech experience to Security Innovation where he
leads all strategic initiatives for the firm's cutting edge research, products, and consulting
services. He works closely with Security Innovation's senior management, engineering and
business development teams, as well as the company’s business partners to identify new
opportunities that will further diversify the company’s product portfolio and penetrate new
markets in both the government and commercial sectors.

Prior to joining Security Innovation, Mr. Jenney served as director of product management &
strategy at such companies as Rational Software, Dataware, Ipswitch and Legato, where he
successfully rolled out world-class products and managed technology relationships with industry
leaders such as Cisco, IBM and Microsoft. Mr. Jenney is a graduate of the University of
Massachusetts.

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