RSA starts next week in San Francisco and the PR machines will be kicked into full gear. Even with the keynotes and the training session, it really is just a large gathering of vendors, sort of like a dead show for marketing people, but instead of humboldt county kind green, vegan burritos and the smell of patchouli and sage, Moscone will be taken over by logo’d pens, cheap nachos and the smell of freshly printed datasheet glossys.
RSA is like a giant park where all the security vendor dogs can run around sniffing their competitors butts. Don’t get me wrong, I’ll be there, I always am. I look forward to seeing folks I haven’t seen in awhile, some I used to work with, some I used to work for and some old friends.
Usually you can pick out a theme that dominates the marketing collateral. There was the year of PKI, worms, DDoS was big at one point. Last year was pretty much NAC and Compliance with idenity theft trailing closely behind.
This year will also see a continuation of NAC and compliance, but data security and identity will be far more prevalent than in previous years. The reality is that securing systems is important but evolving threats coupled with breach disclosure laws are driving organizations to secure the data from external forces, as well as internal employees. So my prediction for the prevailing “theme” – well, it’s all about protecting the data this year.