Back in November, Eugene Kaspersky wrote a fascinating overview of the AV industry.
What problems might the antivirus industry be facing, apart from the market headaches which plague any manufactuer of consumer goods. We all know that viruses exist, and so do antivirus solutions. It might seem that antivirus solutions are a standard consumer product - one solution barely differs from the next. Users choose their product according to design, or marketing, or for some other non-technical reason. Given this, an antivirus solution is, in theory, just another consumer product, like washing powder, toothpaste, or cars.
Unfortunately (or perhaps fortunately) this is not the case. Users often chose an antivirus solution for its technical characteristics, and these differ widely between products. Users often focus on whether or not a specific product protects against a specific type of cyber threat, and the overall level of protection offered.
Not everyone may have seen it, so the link is here.