Symantec has moved to position itself at the cutting edge of security concerns around internet interaction and transactions with a new 'Security 2.0' initiative.
Just as Web 2.0 was coined by marketers to sell awareness of second-generation, highly interactive and personalised websites, Symantec is hoping to be seen as a leading force in combating growing online threats such as ID fraud and phishing.
The new marketing initiative was outlined at a company event in New York yesterday by John Thompson, Symantec's chairman and chief executive.
"Consumers and enterprises need to feel confident that their information is safe and their interactions are secure," said Thompson.
"Otherwise the digital lifestyle will not be as exciting or dynamic, and we will not realise the full potential that new technologies bring to the connected world."
IDC analyst Chris Christiansen added: "As the threat landscape evolves it is critical that vendors such as Symantec broaden their focus.
"They need to deliver next-generation security solutions that address the dynamic nature of business, the increase in real-time collaboration and online interactions, and the need for faster access to information."
Symantec has unveiled a raft of new products and products to support Security 2.0, including Norton Confidential Online Edition for banking and e-commerce security, and a joint venture with VeriSign to develop products to protect against ID theft.
A joint consultancy service with Accenture, and new database and mail security services, were also announced.
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