Sunbelt Software is looking to exploit user dissatisfaction with existing anti-virus products as it sets about building a channel in the UK.
The American vendor appointed former Symantec northern European sales director last month David Parkin as EMEA sales director and he said that current rival products were often failing customers.
"Companies aren't happy because the AV slows down the system and the reporting options are very weak," he said.
He said that it wanted to replicate the channel models, splitting between volume and value, that were already familiar with partners and prime them to take advantage of the current levels of user dissatisfaction.
The perceived performance issues associated with AV software is cited as one of the most common reasons the functionality is switched off by users exposing companies to even greater risk.
Andy Barrett, e-security product group manager at ComputerLinks, said that the AV market was incredibly competitive in the UK with a number of long established players and the goal posts had already started to shift.
"There is a lot of emphasis in the cloud and a lot of money on the development side has gone into that so threats can be checked on the fly," he said.