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How to protect endpoints

Endpoint protection is one of the primary considerations for cybersecurity. There was a time when on-premise desktop computers were the only thing that had to be secured. However, BYOD and enterprise mobility have changed all that, says INDI SIRINIWASA, Vice President, Sub-Saharan Africa, Trend Micro.



There are now a number of different devices that are using an organisation’s network – including tablets, multiple laptops and smart phones. Added to this, cybercriminals are developing more sophisticated methods of attack in order to exploit vulnerabilities. This all adds to the complexity of end point security and adds to the struggle of cybersecurity specialists.

Where to begin? First, it’s important to understand endpoint detection and response (EDR). The terms was coined by Anton Chavukin, a researcher with Gartner in 2014. He described EDR as

“the tools primarily focused on detecting and investigating suspicious activities (and traces of such) [and] other problems on hosts/endpoints.”

The concept is that attacks and threats are identified and there is a response to them as quickly as possible. This is done in a number of different ways such as monitoring activities and events within the network; recording of these events and then analysing these records and finding threats.

There are several things that can be done to strengthen the security around endpoints – starting with educating the user and training them to be aware of the role they may potentially play in breaches. This includes teaching them about the risks that are out there and how they may unintentionally open a door for hackers. It’s important that staff understand the ramifications of not being vigilant and that they are well schooled in the company’s security policies.

When a breach does occur, it’s also valuable to understand why precisely it’s happened and what can be done to stop them from happening again. For it to be effective, EDR needs to be a strategy that is part of an organisation’s security policy and not an activity or event that occurs only once in a while. Sadly, many companies don’t make endpoint security a priority when it comes to planning.

We regularly hear about the skills shortage in the cybersecurity sector, and this is certainly a factor that has contributed to many aspects of security being overlooked – including EDR. This does indeed impact how many organisations do security, however the solution may lie in appointing someone who does managed detection and response (MDR).

MDR is a perfect fit for companies who lack the right kind of resources or funds to have a skilled security professional on board full time. It certainly addresses the skills gap that we know exists in the industry. Ultimately, whatever solution a company employs, it needs to be the right fit for their needs.

Cybercriminals are constantly evolving – so are we.


Millennials turning 40: NOW will you stop targeting them?

It’s one of the most overused terms in youth marketing, and probably the most inaccurate, writes ARTHUR GOLDSTUCK



One of the most irritating buzzwords embraced by marketers in recent years is the term “millennial”. Most are clueless about its true meaning, and use it as a supposedly cool synonym for “young adults”. The flaw in this targeting – and the word “flaw” here is like calling the Grand Canyon a trench – is that it utterly ignores the meaning of the term. “Millennials” are formally defined as anyone born from 1980 to 2000, meaning they have typically come of age after the dawn of the millennium, or during the 21st century.

Think about that for a moment. Next year, the millennial will be formally defined as anyone aged from 20 to 40. So here you have an entire advertising, marketing and public relations industry hanging onto a cool definition, while in effect arguing that 40-year-olds are youths who want the same thing as newly-minted university graduates or job entrants.

When the communications industry discovers just how embarrassing its glib use of the term really is, it will no doubt pivot – millennial-speak for “changing your business model when it proves to be a disaster, but you still appear to be cool” – to the next big thing in generational theory.

That next big thing is currently Generation Z, or people born after the turn of the century. It’s very convenient to lump them all together and claim they have a different set of values and expectations to those who went before. Allegedly, they are engaged in a quest for experience, compared to millennials – the 19-year-olds and 39-olds alike – supposedly all on a quest for relevance.

In reality, all are part of Generation #, latching onto the latest hashtag trend that sweeps social media, desperate to go viral if they are producers of social content, desperate to have caught onto the trend before their peers.

The irony is that marketers’ quest for cutting edge target markets is, in reality, a hangover from the days when there was no such thing as generational theory, and marketing was all about clearly defined target markets. In the era of big data and mass personalization, that idea seems rather quaint.

Indeed, according to Grant Lapping, managing director of DataCore Media, it no longer matters who brands think their target market is.

“The reason for this is simple: with the technology and data digital marketers have access to today, we no longer need to limit our potential target audience to a set of personas or segments derived through customer research. While this type of customer segmentation was – and remains – important for engagements across traditional above-the-line engagements in mass media, digital marketing gives us the tools we need to target customers on a far more granular and personalised level.

“Where customer research gives us an indication of who the audience is, data can tell us exactly what they want and how they may behave.”

Netflix, he points out, is an example of a company that is changing its industry by avoiding audience segmentation, once the holy grail of entertainment.

In other words, it understands that 20-year-olds and 40-year-olds are very different – but so is everyone in between.

* Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Follow him on Twitter and Instagram on @art2gee

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Robots coming to IFA



Robotics is no longer about mechanical humanoids, but rather becoming an interface between man and machine. That is a key message being delivered at next month’s IFA consumer electronics expo in Berlin. An entire hall will be devoted to IFA Next, which will not only offer a look into the future, but also show what form it will take.

The concepts are as varied as the exhibitors themselves. However, there are similarities in the various products, some more human than others, in the fascinating ways in which they establish a link between fun, learning and programming. In many cases, they are aimed at children and young people.

The following will be among the exhibitors making Hall 26 a must-visit:

Leju Robotics (Stand 115) from China is featuring what we all imagine a robot to be. The bipedal Aelos 1s can walk, dance and play football. And in carrying out all these actions it responds to spoken commands. But it also challenges young researchers to apply their creativity in programming it and teaching it new actions. And conversely, it also imparts scholastic knowledge.

Cubroid (Stand 231, KIRIA) from Korea starts off by promoting an independent approach to the way it deals with tasks. Multi-functional cubes, glowing as they play music, or equipped with a tiny rotating motor, join together like Lego pieces. Configuration and programming are thus combined, providing a basic idea of what constitutes artificial intelligence.

Spain is represented by Ebotics (Stand 218). This company is presenting an entire portfolio of building components, including the “Mint” educational program. The modular system explains about modern construction, programming and the entire field of robotics.

Elematec Corporation (Stand 208) from Japan is presenting the two-armed SCARA, which is not intended to deal with any tasks, but in particular to assist people with their work.

Everybot (Stand 231, KIRIA) from Japan approaches the concept of robotics by introducing an autonomous floor-cleaning machine, similar to a robot vacuum cleaner.

And Segway (Stand 222) is using a number of products to explain the modern approach to battery-powered locomotion.

IFA will take place at the Berlin Exhibition Grounds (ExpoCenter City) from 6 to 11 September 2019. For more information, visit

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