Forget, for the moment, that attacks against IT systems are on the rise. Or that an average of more than 119 newfound vulnerabilities are announced each week. Forget, even, that hackers increasingly ply their trade for profit. Just consider the amount of time and effort that businesses, especially SMBs, must dedicate to keeping their IT systems safe -- if they have the expertise to do so.

Tasks such as operating and managing dedicated firewalls, intrusion detection and intrusion prevention systems (IDS/IPS), content filters, encryption and other security defenses can tax the skills of security teams at the largest corporations. For smaller firms or at branch offices, the job can be overwhelming. Often it just doesn’t get done.

Unified threat management (UTM) appliances can help. UTMs from Cisco Systems, Fortinet, Juniper Networks, Secure Computing, SonicWALL, WatchGuard Technologies and others consolidate multiple security functions into a single device. Basic functionality includes network firewall, gateway antivirus and IDS/IPS, and may also cover VPN, content filtering, antispam, antispyware and more.

This all-in-one approach can simplify product selection, security integration and support.And because UTM appliances are relatively easy to install and maintain, they can help SMBs manage, and even lower, their security risks.

“There’s room for sales growth of UTM appliances, especially among small businesses,” says Mitchell Feather, vice president at Creative Associates, a provider of security and other solutions.“Because these solutions are integrated back to the firewall, they can significantly reduce security complexity.”

This message resonates even more with customers when you consider the relatively low cost of UTM solutions. For the price of a typical firewall, SMBs can get the exact level of security they need. “There’s never been a better time than now in the IT industry for such affordable and comprehensive security solutions,” says Chris Squier, technology solutions engineer at Ingram Micro.

Industry research supports the market potential. According to IDC, the UTM segment of threat management security appliances reached sales of $967 million in 2006, a year-to-year increase of 42 percent. IDC forecasts that by 2011, UTMs will account for nearly 50 percent of the overall network security market, with a compound annual growth rate of 26.2 percent.

Selling the Solution
Despite the obvious benefits of UTM devices, selling security to budget-conscious SMBs is rarely easy. “Even when they understand that they need security, it always comes down to dollars,” says Andrew Roper, director of data technologies at BCS Voice & Data Solutions.

The good news is that price sensitivity plays into the strength of UTM offerings. “For about $1,000, small businesses can gain access to enterprise- class security features,” says Squier. The best time to approach SMBs, experts say, is right after a period of downtime caused by a security breach.“When something bad happens and they suddenly realize that by spending a couple of thousand dollars they could have saved ten thousand, their ears perk up,” says Roper.

The strongest sales approach, however, doesn’t necessarily involve comparing upfront costs between UTMs and security point solutions. It’s pointing out the benefit that customers can get from being able to understand and manage UTM appliances themselves or, if they prefer, to simplify security further by outsourcing UTM management.

Ongoing Opportunities
The possibility of remote support highlights the ongoing revenue potential of UTM solutions. UTMs can create profitable opportunities for selling additional features and services, and for continuous tuning,monitoring and management of the devices.

UTMs allow customers to use only part of the functionality the device is capable of, such as a firewall, gateway antivirus and antispyware, and choose to use additional features later. “Once customers are in the groove with the UTM, they can choose to use more features over time. This works well for us, because it helps us maintain and deepen our relationships with the customers,” says Feather of Creative Associates.

Even though UTMs are simpler than security point solutions, SMB customers may still find it difficult to establish and maintain security policies, or to fine-tune and monitor the UTM appliance.

“We’ve developed outsourcing plans that alleviate that burden for our small-business customers,” says Roper. “We handle all of the checks to make sure the network hasn’t been compromised, and to ensure that new definitions and updates have been applied properly.”

Still, making the sale entails getting customers to feel in their bones the serious risks they face. One way to do that, Roper explains, is by engaging clients with a live demonstration. “Often, we’ll install an appliance in passive mode,” he says. “After a few weeks go by, they’ll be shocked to learn that their users are accessing pornographic web sites, or that they’re downloading scads of spyware. The security implications really open their eyes.”

For more information about UTM appliances, Ingram Micro's customers can contact their sales representative, or call the network security support team at (800) 445-5066, ext. 76102.